Two years on from Zitro’s significant investment into the business’s digital distribution, Jose Javier Marti, COO at Zitro Digital, discusses the business unit’s major milestones and the company’s formula for translating land-based casino games to the iGaming market.
The most important achievement has been the launch of our video slots games for digital markets, as our offering previously consisted solely of video bingo games. We have managed to continue launching new video bingo games to the market, maintaining our leadership in this market segment, as well as launching video slot games that have been successful in land-based markets.
The division has released over a dozen games. What have been Zitro Digital’s most successful titles so far, and which is your personal favourite?
At Zitro we believe in the enormous cross-selling potential that exists between the land based and digital markets. That is why we only launch to the digital markets those games that have shown their performance in the land-based markets.
Today we have available, in addition to an extensive library of video bingos, many of the video slot games that have made Zitro great such as Link King, Link Me and 88 Link.
What is Zitro Digital’s formula for translating land-based games to the iGaming market? Could you detail the development process?
At Zitro we start from the games that have been successful in the land-based market, but, in fact, their translation to the digital market requires adaptations in their appropriate presentation in devices such as tablets and mobiles, so that, without losing their essence, they have those gameplay features that make them more comfortable for their enjoyment in such devices.
Some adaptations are based on ergonomic considerations, and others take advantage of features, such as betting diversity or languages, which can be offered more easily in digital environments than in land-based environments.
Are you satisfied with the number of Zitro Digital titles released in the last couple of years? Is the strategy quality over quantity, or will output increase over the coming months now the division is well established?
Our commitment is to increase the number of games we launch each month, in the jurisdictions where we are present, without sacrificing quality.
Is it possible that one day the cycle will flip on its head and Zitro Digital’s games will make the transition to the land-based market?
Today there are already functionalities in the digital market that are interesting for land-based products. I am referring to gamification functionalities and promotional tools that, without a doubt, can be transferred to land-based markets.
At Zitro we learn from the multiple tastes of online users to see how we can adapt our land-based games to their preferences.
Once again, ICE London is the first exhibition of the year having moved back to its traditional February slot. Could you tell us more about what Zitro Digital will be exhibiting at the event?
We are very excited about ICE London, our presence at the Zitro booth will be important. We will be presenting our latest additions to our portfolio; the Bashiba Link series, starting with “Emperor” and 2 more titles from the 88 Link series. We will also present a number of new features for our latest video slots.
What are the company’s plans for the coming year?
During 2023, Zitro Digital will attend SBC Barcelona and SiGMA Malta, in addition we will be exhibiting our slots portfolio at FIJMA, G2E and other regional events.
Our goals for 2023 are to continue to grow our product range and enter new jurisdictions to make Zitro Digital an even more important pillar of Zitro’s business.