We are entering a world of commodity content, where the competitive advantage of slots and other game studios is based on scale, commercials and promotions, rather than the product itself. Yet that leads to a new dilemma for both operators and suppliers as they start to become misaligned in catering for the end user, risking retention and in turn future budget for R&D… a trap waiting. So, if innovation is the real way to stand out and deliver something with clear competitive advantage - why isn't everyone doing it? This session provides a deep dive into the need for, and the anguish of innovation in game design.