Email is still one of the most effective marketing channels out there. 59% of marketers report that email is their biggest source of return on investment (ROI). Different stats have the average ROI of email between 3,800% and 4,400%. That’s huge!
Email is still one of the most effective marketing channels out there. 59% of marketers report that email is their biggest source of return on investment (ROI). Different stats have the average ROI of email between 3,800% and 4,400%. That’s huge!
As the end of the financial year creeps up, it’s the perfect time to start thinking about ways to refresh your business. From implementing new processes or entering a new market to refocussing your company mission, June 30 is a great marker for change and one we’re always excited to get stuck into.
Not all marketing channels will be right for your business. You want to avoid wasting your time and money by hopping aboard the latest trendy channel, which doesn’t actually reach your target audience. (more…)
After the bump in sales over the Christmas and Boxing Day period, what do you do next? It’s time to think about how you can turn new sales into repeat customers. (more…)
As the barriers to entry to create an e-commerce site have decreased, the number of online stores has multiplied. But just because it’s super easy to set up your online store, it doesn’t mean the revenue will immediately start pouring in.
Follow the recipe below to cook up a successful e-commerce website that drives more sales.
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Easy navigation
It should be easy for visitors to get to where they want to go on your e-commerce site. Make the navigation experience intuitive. That means labelling menu items clearly, and not trying to be too clever. Bonus points if you do some user testing to ensure your idea of easy navigation is the same as your visitors’.
Search bar
Tilbakebetalingsprosent, eller RTP (Return to Player), er et av de mest omtalte begrepene i spillbransjen, men også et av de mest misforståtte. Siden nettkasinoer begynte å vokse frem på slutten av 1990-tallet, har RTP-verdier blitt brukt som et sentralt mål på hvor gunstig et spill er for spilleren. Men hva betyr egentlig disse prosenttallene i praksis, og hvordan bruker faktiske spillere denne informasjonen når de velger spill? Det er spørsmål som har opptatt mange aktører i bransjen i årevis, og svarene er langt mer nyanserte enn de fleste tror.
RTP er definert som den prosentandelen av innsatte penger et spill teoretisk sett betaler tilbake til spillerne over tid. Et spill med 96 % RTP vil, i teorien, returnere 96 kroner for hver 100 kroner som settes inn totalt sett. Det sentrale ordet her er «teoretisk». RTP beregnes over millioner av spillrunder og er en statistisk forventningsverdi, ikke en garanti for hva den enkelte spiller vil oppleve i en enkelt spilløkt.
Denne distinksjonen er avgjørende. En spiller som setter inn 500 kroner på en spilleautomat med 96 % RTP, kan like gjerne tape alt på én time som å doble innskuddet sitt. Variansen i spillet – som beskriver hvor mye enkeltutbetalinger svinger rundt gjennomsnittet – spiller en minst like stor rolle for den faktiske spillopplevelsen. Et spill med høy varians og 96 % RTP kan gå hundrevis av runder uten en eneste stor gevinst, mens et spill med lav varians og 94 % RTP kan gi jevnlige, mindre utbetalinger.
RTP-verdier fastsettes av spillutviklerne og verifiseres av uavhengige testlaboratorier som eCOGRA, iTech Labs og Gaming Laboratories International (GLI). Disse laboratoriene har eksistert siden tidlig på 2000-tallet og er akkreditert av reguleringsmyndigheter i en rekke jurisdiksjoner, inkludert Malta Gaming Authority (MGA) og UK Gambling Commission. Norske spillere som bruker utenlandske kasinoer, er dermed i stor grad beskyttet av disse internasjonale standardene, selv om Norge ikke har et eget lisensiert marked for private kasinoer per 2024.
Det finnes også en viktig forskjell mellom den publiserte RTP og den faktiske RTP som et kasino konfigurerer for sine spill. Mange spillutviklere tilbyr spill med justerbar RTP innenfor et bestemt intervall – for eksempel mellom 94 % og 97 %. Kasinoet velger selv hvilken innstilling de vil bruke, og det er ikke alltid dette kommuniseres tydelig til spillerne. Dette er en av grunnene til at transparens rundt RTP-innstillinger har blitt et stadig viktigere krav fra regulatorer de siste årene.
Forskning og brukerdata fra spillplattformer viser et interessant mønster: de fleste spillere vet at RTP eksisterer, men relativt få bruker det aktivt i beslutningsprosessen. En undersøkelse gjennomført av UK Gambling Commission i 2022 viste at under 30 % av britiske nettkasinospillere regelmessig sjekker RTP-verdien før de starter et spill. Blant de som gjør det, er det en klar overvekt av erfarne spillere med mer enn to års erfaring på nettkasinoer.
Det som derimot driver spillernes valg i langt større grad, er spillets visuelle uttrykk, temaet, bonusfunksjonene og anbefalinger fra andre spillere. Dette er ikke nødvendigvis irrasjonelt – underholdningsverdien er en reell del av det spillere betaler for. Men det betyr at RTP-informasjonen i mange tilfeller fungerer mer som et bakgrunnsfilter for informerte spillere enn som et primært valgkriterium.
Det er her ressurser som Spilleguiden har spilt en rolle i å heve kunnskapsnivået blant norske spillere, ved å forklare RTP-konseptet i sammenheng med andre faktorer som volatilitet, bonusomsetningskrav og spillmekanikaer. Når spillere forstår at en bonus med 50 ganger omsetningskrav på et spill med 96 % RTP i praksis betyr at kasinoet beholder en betydelig andel av bonusverdien, begynner RTP å gi mening i en bredere kontekst.
Erfarne spillere bruker gjerne RTP som et første sorteringskriterium – de utelukker spill med RTP under en viss terskel, gjerne 95 % eller lavere, og velger deretter basert på andre faktorer. Denne tilnærmingen er rasjonell fordi den begrenser den langsiktige ulempen uten å ofre spillopplevelsen. Spillere som aktivt søker etter spill med RTP over 97 %, finner seg ofte i en begrenset pool av klassiske bordspill som blackjack og baccarat, eller bestemte spilleautomater kjent for høy tilbakebetaling, som Mega Joker fra NetEnt med en RTP på opptil 99 %.
Kravene til åpenhet rundt RTP har skjerpet seg betydelig siden midten av 2010-tallet. UK Gambling Commission innførte i 2015 krav om at kasinoer måtte gjøre RTP-informasjon tilgjengelig for spillerne, og Malta Gaming Authority fulgte med lignende krav. Fra 2019 begynte flere jurisdiksjoner å kreve at den faktiske, konfigurerte RTP – ikke bare den teoretiske maksimumsverdien – skulle være synlig i spillets informasjonspanel.
Dette representerte et viktig skifte. Tidligere var det vanlig at kasinoer promoterte spill med den høyeste mulige RTP-verdien fra utvikleren, mens de i praksis brukte en lavere innstilling. Etter de nye kravene ble dette vanskeligere å skjule, og mange kasinoer begynte å konkurrere på transparens som et differensieringspunkt. Noen kasinoer, særlig de som opererer under britisk lisens, begynte å publisere månedlige RTP-rapporter som viste gjennomsnittlig faktisk tilbakebetaling på tvers av alle spill.
Spillutviklernes rolle i dette bildet er også verdt å merke seg. Store utviklere som NetEnt, Microgaming, Play’n GO og Pragmatic Play publiserer alle RTP-verdier åpent i spillets paytable, og mange har gått over til å tilby spill med fast RTP for å unngå forvirring. Pragmatic Play introduserte i 2021 en praksis der de tydelig merker spill med ulike RTP-innstillinger i sine markedsføringsmaterialer, noe som ble godt mottatt av regulatorer og spillerorganisasjoner.
I Norge er situasjonen noe annerledes. Norsk Tipping og Norsk Rikstoto er de eneste lovlige tilbyderne av pengespill i Norge, og de opererer under strenge krav fra Lotteritilsynet. Norsk Tipping publiserer RTP-verdier for sine spilleautomater, og disse er generelt satt lavere enn hva mange internasjonale kasinoer tilbyr – typisk mellom 85 % og 92 %. Dette er et bevisst politisk valg for å begrense spillaktivitet og kanalisere midler til samfunnsnyttige formål, men det betyr at norske spillere som benytter utenlandske plattformer, ofte møter betydelig høyere RTP-verdier.
Lotteritilsynet har siden 2020 intensivert arbeidet med å blokkere betalingstransaksjoner til utenlandske kasinoer uten norsk lisens, men effektiviteten av disse tiltakene er omdiskutert. Mange spillere bruker alternative betalingsmetoder som e-lommebøker for å omgå blokkene, og trafikken til utenlandske kasinoer fra norske IP-adresser har ikke falt dramatisk i perioden etter at blokkene ble innført.
En av de viktigste utviklingene i spillbransjen de siste ti årene er fremveksten av komplekse bonusfunksjoner som gjør det vanskeligere å bruke RTP som et enkelt sammenligningsgrunnlag. Spilleautomater med «buy bonus»-funksjoner, progressive jackpotter, og Megaways-mekanikker har alle egenskaper som påvirker den effektive RTP på måter som ikke alltid er intuitive.
Ta progressive jackpottspill som eksempel. Et spill som Mega Moolah fra Microgaming kan ha en publisert RTP på rundt 88 %, noe som virker lavt sammenlignet med standardspill. Men denne RTP-verdien inkluderer jackpottbidragene, som i teorien kan utbetales til en enkelt spiller i en massiv sum. For den gjennomsnittlige spilleren som aldri vinner jackpotten, er den effektive RTP betydelig lavere enn 88 %. Dette er informasjon som sjelden formidles tydelig i markedsføringen av slike spill.
Buy bonus-funksjoner, som ble populære fra rundt 2018 og fremover, lar spillere kjøpe seg direkte inn i bonusrunden for en fast pris – ofte 50 til 100 ganger innsatsen. RTP for bonuskjøpet er vanligvis høyere enn for basisspillet, men den høye kostnaden betyr at variansen er ekstrem. Regulatorer i Storbritannia forbød buy bonus-funksjoner i 2019 av hensyn til ansvarlig spill, men de er fortsatt tillatt i de fleste andre jurisdiksjoner.
Megaways-mekanikken, utviklet av Big Time Gaming og lisensiert til en rekke andre utviklere, introduserer et variabelt antall symboler per hjul som kan gi opptil 117 649 måter å vinne på. Spill med denne mekanikken har typisk høy volatilitet og RTP-verdier mellom 96 % og 97 %, men den ekstreme variansen betyr at spillere kan oppleve svært lange tapsstrekk før en stor gevinst treffer. For spillere som bruker RTP alene som veiledning, kan slike spill gi en overraskende negativ opplevelse.
Omsetningskrav på kasinobonus er et annet område der RTP-forståelse er avgjørende. Et omsetningskrav på 35 ganger bonusbeløpet på et spill med 96 % RTP betyr at spilleren statistisk sett vil tape 4 % av den totale omsetningen. Med en bonus på 1000 kroner og 35 ganger omsetningskrav betyr dette at spilleren forventes å sette inn 35 000 kroner totalt, og den forventede tapsprosenten på 4 % gir et forventet tap på 1400 kroner – mer enn bonusens verdi. Dette er matematikk som mange spillere ikke er klar over, og som understreker viktigheten av RTP-kunnskap i praktisk bruk.
Spillguider og informasjonsressurser har gradvis blitt bedre til å formidle denne typen sammensatt informasjon. Det er ikke lenger tilstrekkelig å bare liste opp RTP-verdier – spillere trenger kontekst om volatilitet, bonusvilkår og spillmekanikker for å ta informerte beslutninger. Denne utviklingen mot mer helhetlig informasjonsformidling gjenspeiler en modning i bransjen, der både regulatorer og ansvarlige aktører erkjenner at RTP alene ikke gir et fullstendig bilde av spillopplevelsen.
Forståelsen av RTP har utviklet seg fra å være et teknisk begrep forbeholdt bransjeinsidere til å bli et verktøy som stadig flere spillere aktivt søker informasjon om. Likevel viser erfaring fra bransjen at kunnskap om RTP er mest verdifull når den kombineres med forståelse for volatilitet, bonusvilkår og egne spillvaner. En spiller som kjenner disse sammenhengene, er i langt bedre stand til å sette realistiske forventninger og ta bevisste valg – uavhengig av om de spiller for underholdningens skyld eller med et ønske om å maksimere sjansene for gevinst.
Have you ever gone on to a site looking for something in particular only to realise you have no idea where to find it? This is why a search bar is so important. The last thing you want to do is make it difficult for your potential customers to find all your amazing products, so always include a search bar (and make sure it works).
What value do you offer your customers? What makes your product or service unique? Is it that other businesses don’t or can’t? Including a concise value proposition on your homepage makes it very clear to your customer why they should purchase from you.
Top categories or best-sellers section
What are the main categories or best-selling products your customers are purchasing? Including quick links to your best-selling categories or products saves your customers the hassle of digging through your website to find them.
About us section
Include a bio section on your homepage, as well as a dedicated ‘about’ page. Telling your visitors who you are and what you do helps build trust with new customers. Include some information about where you’re based, how many years you’ve been operating and an overview of your brand values to start building an authentic customer-brand relationship.
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Great product categorisation
Categories are designed to help consumers find the products they are looking for, so keep them as simple and straightforward as possible. If you need a lot of categories, think about incorporating breadcrumb navigation* into your sub-page designs.
*Breadcrumb navigation is a secondary navigation system that shows the visitor’s location in a website. They are often shown as text links separated by the ‘>’ symbol.
High-quality product images
Potential customers need to be able to see what they are buying. High-quality images convey high-value products and increase customer trust. If you’re selling physical products, we recommend showing both studio shots and ‘in-situ’ imagery. Even if you are selling a digital product, imagery can still convey plenty. You can show the cover of an ebook or screenshots of an app, for example.
Compelling copy
Writing compelling copy is important on every page of your website, but is absolutely essential on your product pages. Product pages are the final touch point before the user decides to either purchase or abandon. Highlight product USPs and how the product provides a solution for the customer, where they would use it and how it works. Include any guarantees you provide, along with customer reviews to assure your visitor they are making the right decision by purchasing.
A stand-out ‘add to cart’ button
The primary function of your e-commerce site is to get customers to purchase your products, so ensuring your ‘add to cart’ button stands out sufficiently from the rest of the page is essential. There’s no magic colour for the ‘add to cart’ button, as long as it’s in a contrasting colour from the rest of the page. Make sure it’s in an obvious and clear location, as well.
Ratings and reviews
Unless you’re a very well-known brand, it can be a leap of faith for a customer to purchase from a new online shop. Will the product match the description? Are you a trustworthy vendor? This is where ratings and reviews can be so powerful. Hearing from past customers can help make new customers feel comfortable enough to click the buy button. Even negative reviews can build trust if you respond empathically and work to make things right. The flip side is encouraging customers to leave reviews. Ask for a review in your follow up emails and even offer a discount on future products in exchange for reviews.
Related products
If a visitor is interested in one of your products, there’s a pretty good chance they’ll be interested in other products too. Including a ‘related products’ section on your product page gives you a chance to upsell associated items.
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Visual progress indicator
With attention spans dwindling, it’s vital that your checkout process is as quick and streamlined as possible. People get bored or fed up with lengthy checkouts, so having a visual progress indicator simplifies the process by allowing the user to understand where they are in that process, assuring them that they are almost finished.
Order summary
Make sure your checkout process includes an order summary. Order summaries reassure shoppers that they are buying what they intended to buy and help reduce cancelled orders.
Secure checkout badges
People often abandon a purchase when they’re unsure of the security of the website. Including a secure checkout badge and using HTTPS can help assure shoppers that your business is legit and that all payments are secure.
Multiple payment methods
What payment methods are you offering? With so many different ways to pay for goods and services, it goes a long way to ensure you’re covering all bases. You don’t want to lose someone at the very last minute by not offering their preferred payment method, so do a little research into your target market and make sure you’re giving them the option to pay with their favourite ones.
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As of March 2018, an estimated 1 in 4 online purchases were made through a mobile device (source: Statistica). So, if your website isn’t optimised for mobile, you can assume that you’re going to be losing out on at least 25% of sales. What’s more, Google now use mobile first indexing (as opposed to desktop-first as was the former standard). That means Google looks at the mobile version of your website first. Unfriendly mobile sites are penalised with low rankings.
If you’re keen to optimise your mobile site, read these 8 tips for optimising your mobile site design. If you’re unsure whether your site is likely to be penalised, check out Google’s Mobile-Friendly Test Tool.
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Boost your subscriber list with a sign-up form
Growing your email list allows you to build a database of interested prospects that you can nurture over time. A great way to do this is to provide an incentive to sign up to your database. This could be something as simple as 10% off or a free gift.
Just add a popup to your site asking for an email address in exchange for your incentive. Make sure the popup doesn’t appear the second the site is loaded, however, or you’ll come off as annoying. Add a 10-second delay.
Welcome email series
Build a stronger customer relationship by welcoming them into your community and giving them something in return to say thank you. A good recipe for a welcome email includes a gift, clickable product or category links, a little about your company and social media links.
Abandoned cart email series
A warm lead is easier to convert than a cold one. Creating a series of automated emails can help convert people who added a product to their cart but didn’t complete checkout. Successful abandoned cart emails include content like social proof, ratings and reviews and discounts.
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While it might seem overwhelming, including these things into your e-commerce site will set you up for real online success. If you’re keen to boost your sales through a better e-commerce site, but don’t feel confident in doing it on your own, our team can lend a hand. To chat more about your site, give us a call on 07 5576 7841 or email hello@lemontreemarketing.com.au.
Following our blog on our top 5 online shopping events to boost your sales this Silly Season, we’ve put together our 6 top tips for preparing a great seasonal campaign.
Content marketing is a strategy that focuses on creating valuable and relevant content that attracts and retains a specific audience. Since the rise of online tools such as Facebook Pixels, LinkedIn Matched Audiences and Google’s Remarketing tools, the value of content marketing has skyrocketed. (more…)
Design is much more than pretty pictures and a nice colour scheme. Essentially, design should be a calculated and purposeful expression of the brand and what it stands for. So how does this relate to the success of your business? (more…)
In today’s landscape, it can be challenging for businesses to keep up with the volatility of technological developments and the channels in which our consumers are open to communication. In order to stay competitive, it’s vital that we entice the right markets through the right media, which is one of the reasons marketing has become such a key tenet of business success. On the other hand, it can be near impossible for many businesses to tackle this in-house due to time, budget, proficiency, in-house skills and other constraints.
Even where an in-house department is feasible, ensuring they’re equipped to tackle everything from strategic development, execution and analysis across a range of platforms and audiences can be a bit of a stretch. This is where outsource marketing comes into play.
Outsource marketing is the idea of passing all marketing efforts to a marketing and advertising agency who specialises in the field. Unlike advertising agencies of the past, outsource marketing encompasses much more than a single campaign and can include everything from branding and asset design to customer relations, social media management and everything in between.
Understanding how pokies work is essential for any player who wants to make informed decisions rather than simply pressing the spin button and hoping for the best. Among the most misunderstood aspects of modern pokie machines — both in land-based venues and online casinos — is the payline system. For New Zealand players in particular, who have grown up with a strong pokies culture rooted in pub and TAB venues, the transition to digital machines with dozens or even hundreds of paylines can be genuinely confusing. This is where dedicated review and education platforms have stepped in to fill a knowledge gap that casino operators themselves rarely bother to address in any meaningful depth. Pokiescheck is one such platform that has made payline education a central part of its content strategy for New Zealand audiences, providing explanations that go well beyond the surface-level descriptions typically found in casino FAQ sections.
A payline is a predetermined path across the reels of a pokie machine along which a winning combination of symbols must land for a payout to be triggered. On the original mechanical slot machines that appeared in New Zealand pubs and clubs from the 1960s onwards, there was typically a single payline — a straight horizontal line running across the centre of three reels. The simplicity of this format meant that players could immediately see whether they had won or lost without needing any explanation. A matching set of symbols either sat on the line or it did not.
The expansion of paylines began in earnest with the shift to video pokies in the 1990s, when software-driven machines freed developers from the physical constraints of mechanical reels. Five-reel machines became standard, and with them came the introduction of multiple paylines — first five, then nine, then fifteen, and eventually the now-common configurations of twenty-five, fifty, or even 243 and 1,024 “ways to win” formats that abandon traditional payline structures altogether. For a New Zealand player accustomed to the older single-line machines still found in some RSA clubs, encountering a modern online pokie with 117,649 ways to win (as seen in some Megaways titles) represents a genuinely steep learning curve.
The reason paylines matter beyond simple aesthetics is that they directly affect both the frequency of wins and the effective cost per spin. A machine advertised as having a 96% return-to-player (RTP) rate delivers that return across its entire payline structure. If a player activates only some of the available paylines — which many older machines allowed — they may be reducing their cost per spin but also eliminating entire sections of the reel grid from producing wins. Worse, some machines display a “win” animation when symbols align on an inactive payline, which can mislead players into thinking they have won when in fact they have not. This phenomenon, sometimes called a “near miss” on paylines, has been studied by gambling researchers including those at the University of Auckland, who have noted its potential to encourage continued play.
Modern online pokies available to New Zealand players through licensed offshore operators — since New Zealand’s Gambling Act 2003 does not licence online casinos domestically — almost universally require players to activate all paylines simultaneously. This is actually a consumer protection measure of sorts, as it prevents the confusion caused by selective payline activation. However, it also means that the minimum bet per spin is multiplied by the number of paylines, which changes the mathematics of bankroll management significantly.
What distinguishes genuinely useful payline education from generic casino content is the degree to which explanations are grounded in the specific machines and formats that real players encounter. Pokiescheck online has built its payline content around the actual titles available to New Zealand players through the operators it covers, which means its explanations reference games by name and describe payline mechanics as they function within specific software environments rather than in the abstract.
The platform breaks payline education into several distinct categories that reflect the actual diversity of formats now available. Classic paylines — the fixed horizontal, diagonal, and zigzag paths found on traditional video pokies — are explained with reference to how the paytable should be read in conjunction with the payline map, which is typically accessible through the game’s information screen. Many New Zealand players, particularly those new to online pokies, do not realise that every licensed online pokie is required to display a complete paytable and payline diagram, and that consulting this information before playing is the most reliable way to understand exactly what the machine is doing during any given spin.
Beyond classic paylines, Pokiescheck addresses the “ways to win” format that has become dominant in the online market. In a 243-ways game, for example, a win is triggered whenever a matching symbol appears on consecutive reels from left to right, regardless of its vertical position on each reel. This means that three matching symbols on reels one, two, and three will always produce a win provided they appear in any row position — there are no specific paths to follow. The mathematical implication is significant: in a five-reel, three-row game with 243 ways, the number of possible winning combinations is calculated as three positions on reel one multiplied by three on reel two, multiplied by three on reel three, and so on, yielding 3×3×3×3×3 = 243. Pokiescheck explains this calculation in plain language, which helps players understand why these games often have higher hit frequencies but smaller individual win amounts compared to classic payline games with the same RTP.
The Megaways mechanic, licensed by Big Time Gaming and first introduced in 2016 with the release of Dragon Born, adds another layer of complexity. In Megaways games, the number of symbols displayed on each reel changes with every spin, with each reel showing between two and seven symbols at any given time. This means the total number of ways to win changes dynamically — in a six-reel Megaways game, the maximum of 117,649 ways is achieved only when every reel displays seven symbols simultaneously. Pokiescheck’s coverage of Megaways games includes explanations of how this variable reel height affects both the ways-to-win count and the volatility profile of the game, which is information that most casino game description pages simply do not provide.
Cluster pays games represent yet another departure from traditional payline thinking. In these games, wins are formed when a specified number of matching symbols appear adjacent to one another — horizontally or vertically — rather than along any defined path. Games like Reactoonz from Play’n GO and Aloha! Cluster Pays from NetEnt popularised this format, and both are available through operators that accept New Zealand players. The platform’s explanations of cluster mechanics include details about minimum cluster sizes (typically five symbols in most implementations) and how cascading or tumbling reel features interact with the cluster win calculation to produce chain reactions of consecutive wins from a single spin.
New Zealand’s relationship with gambling regulation is somewhat unusual by international standards. The Gambling Act 2003 established a framework that effectively prohibits the operation of online casinos from within New Zealand but does not criminalise New Zealand residents for accessing offshore-licensed sites. This means that the pokies available to most online players in New Zealand are regulated by overseas authorities — most commonly the Malta Gaming Authority (MGA), the UK Gambling Commission (UKGC), or the Curaçao eGaming licensing body. The standards applied to payline transparency and RTP disclosure vary significantly between these jurisdictions.
The MGA and UKGC both require licensed operators to make RTP information available to players, and both mandate that games function in accordance with their published mathematical models. Independent testing laboratories including eCOGRA, iTech Labs, and GLI (Gaming Laboratories International) audit game software to verify that payline mechanics and RTP figures are implemented correctly. eCOGRA, founded in 2002 and based in London, is particularly well known in the New Zealand online gambling market because many of the operators accessible from New Zealand hold eCOGRA certification. When Pokiescheck references a game’s RTP or payline structure, it typically draws on the published game sheets from these testing bodies or from the game developers’ own documentation, which adds a layer of verifiability that distinguishes it from content that simply repeats operator marketing claims.
The mathematical relationship between paylines and RTP is one of the more nuanced aspects of pokie design. A game’s overall RTP is calculated across millions of simulated spins and represents the theoretical long-run return to players as a percentage of total wagers. However, RTP is not distributed evenly across all paylines or all symbol combinations. High-value symbols typically contribute a disproportionately large share of the total RTP through rare but large payouts, while low-value symbols contribute through frequent small wins. This distribution is what creates the volatility profile of a game — a high-volatility game concentrates a large portion of its RTP into infrequent jackpot-level wins, while a low-volatility game distributes its RTP across many small wins.
Understanding this relationship helps players make more rational decisions about game selection. A New Zealand player with a limited session bankroll who chooses a high-volatility game with 20 paylines and an RTP of 96.5% may experience long losing streaks before hitting a significant win, even though the theoretical return is favourable. A lower-volatility game with the same RTP but a cluster pays mechanic may produce wins on a much higher proportion of spins, making the bankroll last longer in practical terms even if the individual win amounts are smaller. This kind of analysis — connecting payline mechanics to volatility and bankroll implications — is the type of content that Pokiescheck has developed specifically for the New Zealand market.
It is also worth noting that some Megaways games operate with what developers call “buy feature” or “bonus buy” mechanics, where players can pay a premium (typically 50 to 100 times the base bet) to enter the bonus round directly. In New Zealand’s online environment, the availability of this feature depends on the specific operator’s terms and the licensing jurisdiction, as the UKGC banned bonus buy features for UK-licensed operators in 2019, while MGA-licensed operators may still offer them. The payline or ways-to-win mechanics during bonus rounds often differ from the base game — for example, some games lock reels at maximum height during free spins, guaranteeing the maximum number of ways to win for every spin in the feature — and understanding these differences is essential for evaluating whether a bonus round represents the value that its marketing implies.
One of the most consistently useful pieces of advice that experienced pokies players offer to newcomers is to read the paytable and payline map before wagering real money on any game. This sounds obvious, but in practice the majority of players — particularly those playing on mobile devices where screen real estate is limited — skip the information screen entirely and proceed directly to spinning. The consequence is that they often have no idea what combination of symbols they are hoping to land, how much it will pay relative to their stake, or which paylines are active during any given spin.
A paytable in a modern online pokie typically contains several distinct sections. The symbol pay table itself lists each symbol in the game alongside the payouts for landing two, three, four, or five of that symbol on a payline (or in a cluster, or across ways, depending on the mechanic). These payouts are usually expressed as multiples of the line bet rather than the total bet, which can be confusing. In a 25-payline game where the total bet is $1.25 (five cents per line), a payout listed as “200x” for five wild symbols means 200 times the line bet of five cents, or $10 — not 200 times the total bet of $1.25, which would be $250. This distinction is one of the most common sources of misunderstanding among new players, and clarifying it is a standard part of Pokiescheck’s payline education content.
The payline map, sometimes displayed as a separate diagram and sometimes integrated into the paytable, shows the exact path of each numbered payline across the reel grid. In a traditional 20-payline game, paylines one through five might be relatively straightforward horizontal or near-horizontal paths, while paylines six through twenty trace more complex zigzag patterns across all five reels. Consulting this map is the only reliable way to understand why a particular combination of symbols has or has not produced a win — something that the game’s win animation may not make obvious, particularly in fast-paced play.
For games using ways-to-win or cluster mechanics, the payline map is replaced by a general description of the win mechanic, and players need to understand the underlying logic rather than memorising specific paths. The practical implication is that these games are in some respects simpler to understand at a mechanical level — any matching symbol in the right position will contribute to a win — but their volatility profiles can be harder to intuit without studying the paytable carefully. A ways-to-win game with a maximum win of 5,000x the stake is likely to have a very different volatility profile from one with a maximum win of 50,000x, even if both games display identical RTP figures and use the same basic mechanic.
New Zealand players who take the time to develop a genuine understanding of payline mechanics — including the differences between classic paylines, ways to win, cluster pays, and Megaways — are better positioned to select games that suit their playing style and bankroll, to interpret what is happening on the screen during play, and to recognise when a machine’s behaviour is consistent with its published mathematical model. This kind of informed engagement does not guarantee winning outcomes, since all pokies are governed by random number generators and the house edge is a mathematical certainty over the long run. However, it does reduce the likelihood of misunderstanding the game’s mechanics in ways that lead to poor decisions or unrealistic expectations.
Platforms that invest in this type of detailed, technically grounded education serve a genuine function in the New Zealand gambling ecosystem — one that neither casino operators nor the government’s own Gambling Commission has historically prioritised. As online pokies continue to evolve with new mechanics, increasingly complex bonus structures, and formats that bear little resemblance to the original single-payline machines of the mid-twentieth century, the demand for clear and accurate explanations of how these games actually work will only grow. For New Zealand players navigating this landscape, having access to resources that explain payline mechanics in concrete, game-specific terms — rather than in the vague generalities that characterise most operator-produced content — represents a meaningful contribution to more informed and responsible engagement with online pokies.
As digital media continues to increase the prevalence of marketing clutter, the need for outsource marketing has grown exponentially. Businesses are striving to stay competitive in a landscape they might not fully understand or simply don’t have adequate time to invest in order to see results. So, what are the main benefits of outsource marketing?
Let’s take a look at the four top reasons an outsourced marketing agency could work better for your business’ marketing efforts:
Outsource marketing provides your business with access to extensive knowledge and expertise across a range of disciplines. Where an in-house team member has one set of skills unique to them, an outsource marketing team will have varying skill sets and generally varying levels of experience to offer greater strategic and creative diversity.
Having an outsource marketing team also means experience in a wider range of client industries and thus often a greater capacity in regard to creativity and execution. Moreover, these specialist skills and experience can generally be scaled to meet project needs of varying size and scope – meaning no job is too big or too small.
Unlike hiring someone in-house, outsource marketing costs are limited to the specific services or length of time you require with no hiring or training processes required. When contracting an outsource agency, the team will allocate the best people for your account – saving you time, money and resources. With the volatile nature of marketing as it stands, outsourcing also allows you to reduce the cost of retraining staff in technological and other industry advancements.
Consistent with the dynamic nature of digital marketing in particular, such frequent changes can make it rather costly to stay on top of marketing trends and developments. As the core of what we do, outsource marketing agencies invest abundant time, money and resources into retraining and upskilling so that you don’t have to. This allows the team to work on each project with the latest and most up-to-date knowledge of the marketing landscape in order to support successful projects and campaigns for your business.
Outsource agencies come on board with a clear mind and are often able to overcome prevailing challenges with a fresh set of eyes as they aren’t clouded with internal issues or previous failings. Furthermore, outsourcing allows you to avoid your other team members being used for projects that might not be directly related to growing your presence in the marketing landscape.
Lemon Tree Marketing is a full-service marketing agency focused around collaboration, strategic planning and creative execution… We’re not a consultancy; we work with you to gain an understanding of your audience before developing a plan to ensure the right messages are being sent to the right people at the right time and place. Through collaborating with only the specialists appropriate for your project, our team are able to create something truly amazing for your business whilst keeping costs to an absolute minimum. And most of all, we love what we do
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Whether you’re after a holistic marketing strategy or maybe a single project you need completed with professionalism and creative flair, have a chat with us today! We love nothing more than getting our hands on exciting new projects and creating real business outcomes for our clients.
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