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Kindred 98% RTP Project: Bold New Direction or Clever Marketing
By Shane Addinall Jan 08, 2021 IndustryIn addition to winning at the EGR Operator Awards 2020, Kindred also shone a light on their latest customer retention endeavour – the 98% Return to Player (RTP) project. Join us as we try to determine if this is exciting news or just clever marketing.Kindred’s Head of Casino, David Robertson, was interviewed regarding the recognition they received at the EGR Operator Awards 2020. The company took home both Mobile Casino Product of the Year and the prestigious Casino Operator of the Year.
A major discussion point amongst this year panel of judges was Kindred’s announcement of their uniquely positioned “98% Return to Player (RTP) project”.
Robertson outlined the project saying:
“… we chose 10 popular games that had an average return to player percentage (RTP%) of 96%. We then worked with the game suppliers to have the mathematics of the games changed so that the return to player percentage was 98% instead of 96%. In short, we took popular games and increased the payback exclusively for our players.”
This was not an altruistic decision by any means, rather it was a clever way to give players a reason to return to Kindred-powered online casinos rather than their competitors.
Robertson confirmed this and clarified their rationale saying:
“You love this game, we have it with 98% payback, whereas everyone else has it with 96% payback… why would you play anywhere else?”
It certainly is an out of the box approach to drawing and retaining players in regulated markets where there is an increasing stranglehold on bonuses and promotions as a means to incentivise player loyalty.
Just Clever Marketing?
Before deciding if a jump from 96% to 98% is worth changing from your regular online casino to a Kindred-powered brand it is worth investigating exactly what that additional 2% means to your bottom line.
Each casino game, from slots to blackjack, has its own published return to player percentage. In the casino of an average slot machine, this would be 96%. In layman’s terms, this simply means that in a perfect world where you were the only player after placing one hundred bets of €1 you would end with a balance of €96.
This propensity for the casino to always come out on top is considered the House Edge, or more conversationally it is what we are referring to when we say “the house always wins”.
However, it is not as cut and dry as that. Since slots are the most popular games at any casino it is important to also consider the volatility of a game. Volatility refers to both the chance of winning big and the more likely chance of you losing the bet.
Low volatility games are likely to pay out more frequently but at lower values, whereas high volatility games may offer the promise of larger wins but the chance of losing several consecutive bets before that happens is much higher.
I will be interesting to review Kindred’s game selection considering the impact that high and low volatility can have on the real world payout values.
Enjoy 98% RTP Slots Today
If you’re in the market for high RTP slots action today there is no need to wait for a special list of games to come out in the future. We recommend playing the following four fantastic slots which each offer an RTP of 98% or greater!
- Monopoly Big Event slot by Barcrest – 99.0% RTP
- Jackpot 6000 slot by NetEnt - 98.9% RTP
- 1429 Uncharted Seas slot by Thunderkick – 98.6% RTP
- Money Train slot by Relax Gaming – 98.0% RTP
Click on the game logo’s below to learn more about the bet sizes, the number of paylines, special features and available jackpots. Feel free to leave a review of the games to help other readers make an informed decision about what they should play next.
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