The simplicity of the game format, combined with the anticipation of what’s inside those iconic red boxes, are the key reasons why it’s so attractive for players and a formula that all games strive to achieve, according to Jo Purvis, director of key accounts and marketing UK at Blueprint Gaming.
Last week, Blueprint Gaming launched its 12th variant of the ‘iconic’ brand with its latest slot title, Deal or No Deal: Golden Game, as part of its long-term partnership with licence holder Banijay Brands.
Disclosing how the company ensures that each new release remains fresh and appealing to players, Purvis stated that the ‘core elements’ of the classic game that are familiar to such a wide audience are ‘extremely flexible’ and can ‘be adapted’ to suit numerous different game types.
“This can be achieved while retaining the essence of the show’s main characteristics, such as the box game and the Banker’s offer, which has made it such a popular product,” Purvis added.
“Bolting the box game format on top of various base game mechanics and keeping the IP’s star feature for the top prize means a Deal or No Deal branded game can be anything we want it to be, which keeps each release fresh while staying true to the theme and brand.
“Players know what to expect from a Deal or No Deal game and how it’s played, and that familiarity keeps them coming back for more. The brand has a strong heritage in the land-based and online environments and the games always come with a certain stamp of approval.”
Although the show came to an end in the UK five years ago, Purvis noted that it remains ‘hugely popular’ across Europe and the US. She explained: “Attractive game shows always follow the same concept which engages the viewer. At the peak of the game there is still a chance the player could win all or nothing. Deal or No Deal takes that concept to the max with the opening of the final box.”
Deal or No Deal: Golden Game incorporates a Cashpot system within the base game where three or more appearances of the trademark red box will instantly payout a cash prize of up to 5000x the bet. Pressed on if the concept will appear in other Blueprint titles moving forward, Purvis told fans to ‘watch this space’.
“We’ve enjoyed great success in the past with our progressive jackpot system, Jackpot King, so it made sense for us to look at ways of how we can award prizes differently using the pot model,” she highlighted. “Previously we have included cashpot prizes in titles such as Rhino Rampage, which featured fewer pots as well as a progressive option.
“Deal or No Deal: Golden Game takes this gaming format to the next level with eight cashpots available, very much like the multi-tiered instant prize systems that have been a mainstay of the casino floors in Las Vegas for years.
“As to whether there will be more games with this concept in the future, all I can say at present is watch this space.”
“Gaining the confidence of the brand owner is vital…”
Purvis emphasised the importance of its long-term partnership with Banijay Brands noting that a strong relationship with a third party IP in any sector is ‘highly advantageous’ particularly within gaming when developing new content is a ‘complex process’.
Purvis added: “Gaining the confidence of the brand owner is vital and the only way to accomplish this is by showing them the same dedication and passion for the IP as they do.
“Our relationship with Banijay Brands has been built over many years, spanning from our heritage in the retail gaming sector, assisting with their own in-house developments and of course utilising the brand for our online business.
“The company has every faith in us to continue developing exciting new games that feature the Deal or No Deal branding.”
“Later this year, we’ll take the game and brand in a new direction …”
Regarding future collaborations with Deal or No Deal and Blueprint Gaming, Purvis rounded up by claiming the company has plans to bring more ‘exciting content’ utilising the licence.
She concluded: “Later this year, we’ll take the game and brand in a new direction, widening its appeal to new player groups that will also be appealing to operators.
“Deal or No Deal offers a superb cross-sell opportunity from retail to online because of its success across both channels. Blueprint being active in both environments benefits not only the brand and the operators from the cross-sell perspective, but also the players because of the concepts which transfer between the genres. This will be a significant element of our next Deal or No Deal installment that will be released later this year.”
