How do you bring the thrill and excitement of a casino floor directly to players through a mobile device? This represents a conundrum that has been long pondered by many across the industry, and one that continues to cause many a head to be scratched.

However, delivering the exhilarating experience of the entertainment capital of the world forms one key aspect of IGT’s omni-channel aspirations.

As Double Top Dollar makes the transition from retail to online, the company explains how the simple one-line slot that is found across the US’ most popular casino floors is sure to build on its past success.

Speaking to iGaming Expert, Brett Jackson, Head of Content at IGT PlayDigital, dissects why classic simplicity is craved by certain demographics, what the future holds for the aspect of the company’s operation and ultimately why creating an omni-channel estate of games won’t cannibalise either land-based or online revenue streams.

iGaming Expert: To begin, could you offer a little background on the success that Double Top Dollar has experienced with the land-based domain?

Brett Jackson: Double Top Dollar is a classic stepper that has maintained a powerful presence on casino floors for decades, thanks to its unique lightbox feature that gives players three chances to accept a prize offer in the top box. 

This mechanic created a sense of anticipation and interactivity that was groundbreaking when originally launched, and it remains compelling today. That feature really struck a chord with players and has kept the game successful on the casino floor for years. 

To this day, if you walk into any casino, you’ll see people playing that game. It inhabits a cherished spot in players hearts.

The game’s simplicity, paired with its dramatic bonus feature, also helped it stand out in a highly competitive market. Its enduring popularity and strong brand equity made it a clear candidate for digital expansion, allowing us to extend its legacy online.

iGX: Why do you believe that in a world of innovation, which can often go hand-in-hand with additional complications, a title with such simple mechanics will be effective online?

BJ: Firstly, our game studios have worked extremely hard to translate the land-based experience online in a way that feels authentic. The online experience offers more than just nostalgia, it’s the convenience of being able to play whenever you want online or on the go.

Although the game is simple, I would argue that it’s still innovative in that no other online slots offer this lightbox feature. This is still pretty rare in the industry overall, and helps the game maintain a unique position in the market. 

Double Top Dollar offers incredible drama and interactivity in a way that’s very rare for this game type and is still compelling to players. 

iGX: Developing on this previous point a little more, why are classic titles resonating with players so much amid such a progressive global environment?

BJ: On land, there is a huge demand to constantly put new games on the floor, and that tends to push classic, well-loved titles off the floor. Online, we don’t have that concern. 

We’re able to bring back classic titles that people have loved for years and present them online in a faithful reproduction of the land-based experience, making them available for people anytime, anywhere. 

For a lot of players just beginning to try slot games, the complex new game styles can be a bit overwhelming, whereas classic stepper slots offer a very accessible and straightforward experience so they can learn about slot play. 

Through games like Double Top Dollar, new players can learn what type of slots they like and enjoy, and their play becomes more sophisticated over time. 

To give an example, I was in Las Vegas during the pandemic when all the nightclubs were shut down, and it pushed all the people usually going to the nightclub to the casino instead. 

I noticed that those new players were going to Wheel of Fortune and other classic stepper games because they could understand the gameplay immediately without much complexity. 

It was the younger demographics that gravitated towards the steppers because those games fit a more traditional view of what a slot machine was. Stepper slots like Double Top Dollar are the perfect way for new players to understand mechanics and learn how to play slots. 

iGX: Double Top Dollar represents the latest omni-channel introduction by IGT, what makes this such an effective strategy for yourself?

BJ: Backed by the legacy and strength of the IGT brand, we’re able to leverage the best minds in game design to help adapt content for online players in a way that’s true to the experience across channels. 

IGT has a strong legacy in land-based gaming that helps set us up for success in the online space. We’re also unique in that we offer omni-channel WAP content where players can play for the same progressive jackpot whether you’re on your phone or in the casino. 

This is compelling for players who have been playing for the progressive jackpot on land and have the opportunity to win the same jackpot that they’ve already invested in online. 

We offer omni-channel games across our whole product line, including slots, table games, and video poker. This omni-channel strategy works really well with licensed games like Wheel of Fortune or Whitney Houston where we can make your favorite brands available wherever you want to play.  

iGX: What would your response be to those that would suggest the creation of an omni-channel range would cannibalise either land-based or online revenue streams?

BJ: Ironically, it’s exactly the opposite. We’ve seen that players build a deeper connection with our brands and mechanics because they’re able to play them wherever they are. 

There’s research to suggest overlap in play across land and online, and we’ve seen that to be true at IGT. 

iGX: What does the future hold for IGT and its omni-channel portfolio?

BJ: More, more, more. We’ve seen great success with our omni-channel content so far, and we’re continuing to work closely with our land-based team to develop roadmaps that players will love. 

While omni-channel is a big part of our strategy, online-originals are also a key component of our portfolio. We currently have about 60/40 split between omni-channel content and originals, and our #1 performing game Cash Eruption is an online original that has had huge payoffs for us. 

We’re balancing our portfolio by pushing our best omni-channel content in markets where its most relevant to players such as LatAm, Eastern Europe, Greece, and Italy, while keeping a steady stream of new online originals for more mature markets such as Europe and the US.