Why sports-themed Crash Games are a global sensation
Sports-themed crash games have a special ability to mix excitement and strategy, gaining huge support from sports lovers and casual gamers in equal measure. NE Games, part of the NE Group, has risen to become one of the top players in this space by successfully harnessing the popularity of crash games to create deeply engaging experiences.
NE Games has curated an impressive sports-themed crash games catalogue, with the leading lights Defender and Cricket Crash. These titles exemplify the innovative approach that has garnered considerable traction in regulated global markets.
With Defender, players must choose the right time to cash out before the opposition scores a goal, adding a layer of suspense that replicates the thrill of live sports. Similarly, Cricket Crash challenges players to cash out before a wicket falls or a partnership broken, combining cricket’s strategic format with the fast-paced nature of crash games.
According to NE Group’s CEO, Imran Bukhari, "You must connect with the inner sport fan of your user." This forms the foundation of NE Games’ content approach, capitalising on the ‘huge uptick’ in crash games by tapping into the emotional engagement that sports fans have.
For a time, a mystery existed around crash games and why they had become such a phenomenon given they have the same RNG mechanics as traditional slots. The difference is in the perceived ‘control’ given to players by being able to cash out at will, a feature that slots games often fail to bring.
A focus on the player has enhanced the player experience, creating a more interactive and engaging environment. Mr. Bukhari continued, "Giving players the power to cash out – allowing them to pull the levers – has shifted the dynamic and given an increased adrenaline hit to the user."
Sports-themed crash games know no borders thanks to the global reach of sports. NE Games has seen excellent results in LatAm, particularly in Brazil, but these games are loved everywhere. Markets are ready for the introduction of innovative gaming experiences that combine sports and gamification.
As markets mature, players come to expect high quality products which include gamification features, free-to-play content, and pay-to-play content. An example of this can be seen with Defender as it kicked-off with leaderboards but has evolved to include missions that users can complete to earn free bets, meeting the demand of a new player generation accustomed to app stores and gamified experiences.
This cross-section of sports betting and iGaming is driving new opportunities for content developers. Sports betting operators are always hungry for gamification aspects, while iGaming-focused developers are integrating sports betting features such as instant gratification. This blend brings together diverse audiences, mixing traditional sports bettors with a new influx of users who have an affinity with mobile games like Candy Crush.
Mr. Bukhari points to a significant shift in revenue distribution: "Sports betting used to be around 70 percent of revenue and casino 30 percent. That has switched; we see most are now 50-50, and some have even turned on its head."
Even with this change, NE Games is in a strong position to launch more specialist content in a controlled and strategic manner. Rather than populating the market with loads of games, NE Games concentrates on quality over quantity. This means providing a bespoke selection of around 1,500 high-quality products. This philosophy means that players have access to better promotions and a superior user experience.
Further down the line, NE Games is primed to build on its early success with more sports-themed crash games. Football will remain top of the table, with the Virtual League expected to attract significant interest on release.
