Making sure players come back is a question that no doubt keeps large portions of the iGaming industry up at night.
SlotMatrix’s Global Head of Business Development, Mark Hothersall, shared his thoughts on why franchise games can foster player loyalty, as well as how bespoke and branded games provide a more culturally relevant experience.
He told SlotBeats: “Strong slot providers build successful intellectual property and then expand on it through sequels, new mechanics and evolving player experiences. Players recognise a brand they trust, but they also want fresh gameplay elements and new features within that familiar universe.
“Many of the industry’s most successful franchises have followed this model, creating multiple iterations that introduce different volatility profiles, bonus features and gameplay mechanics while maintaining a recognisable identity.”
Hothersall pointed to the success of Fantasma Games’ Gold Pigger, which has grown to become one of SlotMatrix’s strongest brands. However, the challenge remains to effectively evolve franchises and create mechanics that engage different player segments.
He also called on the industry to continue to innovate, rather than latching on to the most popular mechanics and creating their own versions.
“I don’t believe pure imitation is the right direction for the industry. We should be challenging each other to innovate rather than simply recreate what already exists,” he explained.
“That doesn’t mean there isn’t value in taking inspiration from successful mechanics or themes. The key is to build upon them, introduce new ideas and add meaningful improvements that enhance the player experience.
“The healthiest path forward is one where studios continue to evolve concepts, develop unique mechanics and push creative boundaries. Ultimately, this benefits both players and the industry as a whole.”
Part of this innovation process for Fantasma Games has been working alongside operators to create bespoke and branded games.
Reflecting on this strategy, Hothersall praised the ‘incredibly powerful’ opportunity they present to get the feedback and contributions of the operators.
He added: “It’s clear that these games are often highly relevant to the operator’s player base and can achieve stronger engagement. There’s also a greater sense of ownership from the operator, which naturally leads to increased promotional support and visibility.
“When done correctly, bespoke games create value for everyone involved. Operators receive a product tailored to their audience, players receive a more relevant experience and studios gain valuable insight into what resonates with different markets.”
