As we enter the festive season, slot enthusiasts are greeted with a wave of new content from studios attempting to lure players in with Christmas inspired offerings. But how do suppliers stand out in such a saturated market? What approaches lead to strengthened player engagement and acquisition?
In the second-part of this roundtable, SlotBeats spoke with Vsevolod Lapin, Deputy CEO at Playson, Josefin Uppeke, Head of Game Production at ESA Gaming, Ivan Kravchuk, Chief Executive Officer at Evoplay, Brett Jackson, Head of Content at IGT PlayDigital, Bernd Baumert, Director of Games Production and Operations at Greentube, and Alice Timson, Commercial Director at Realistic Games, to get their thoughts on what leads to inspired content during the festive season.
In a crowded Q4 roadmap for slot releases with an evident focus on festive themes, how will your latest offering differentiate from competitors and provide slot enthusiasts with uniquely inspired Christmas entertainment?
VL: We want to keep players particularly entertained during the festive season, a time of relaxation where people typically have more time to enjoy leisurable activities. With that being said, we knew we had to up the ante and launch not only new, festive-inspired games, or expertly constructed network promotions, but an exciting blend of both to appeal to players on mass. 25 Cookies: Hit the Bonus and our €1m networking promotion campaign provides exactly that and encourages players to GET MORE with Playson.
IK: We’ve prepared something special for both traditional and modern players. For fans of classic Christmas slots, Mega Merry Gifts offers mega symbols, free spins, among other features, and a festive vibe that captures the season. On the modern side, Tap Craze introduces tap mechanics with customisable Capybara skins, including festive ones. As a holiday gift, we’re opening up our flagship games to a broader audience for the first time. Now, everyone can enjoy Star Guardians, the fast-paced Adrenaline Rush, Adrenaline Rush: XCrash, and Adrenaline Rush: Super Boost.
BB: For Greentube, Christmas starts a little bit early because we don’t have just one but two Christmas games in our Q4 Roadmap. One is the already mentioned, Diamond Link – Mighty Santa Boarded Up, and the second game is X-Mas Bells. Diamond Link – Mighty Santa Boarded Up brings back our popular Santa character but this time, the main feature sees him walking around a board game, trying to collect multipliers and special prizes for the players. X-Mas Bells on the other hand, offers a Hold&Spin feature where special coins can either increase the multiplier or add additional rows, offering more chances to collect the precious coins. By having two games with different mechanics, we are confident that players can find their game of choice under our Q4 Christmas tree.
AT: We have opted for a winter-themed slot, rather than giving an existing title a Christmas makeover, as we demonstrated in 2023 with Book of Charms: Christmas Edition. This title performed very well in the UK market, however it did not outperform the original title. Let’s see how we fare with Catch 22!
At Realistic, we are constantly trying to evolve and improve the overall igaming experience for existing and potential new players. With this new title, we feel we are still teetering on the Christmas theme but more subtly and incorporating a host of new features. We aim to ensure this game will appeal to a more diverse range of players and be revisited throughout the year.
JU: The superhero twist in Santastic 4 offers players a refreshing departure from conventional Christmas slots, giving it a unique storyline that doesn’t feel restricted to the holiday season alone. This differentiator ensures the game is both engaging and versatile, appealing to a diverse player base.
We focused on creating intuitive, fast-paced gameplay that’s accessible to all—from seasoned players to newcomers—making it easy for anyone to jump in and enjoy. By focusing on delivering a user-friendly experience that captivates players, we believe that our game will stand out amidst the competitive landscape of Q4 slot releases, providing a refreshing and entertaining option for those seeking holiday-themed gaming.
BJ: Gus’s Gold Christmas stands out in a crowded market by combining a character players already love with a unique take on Christmas. Unlike many festive slots, this game brings more than just holiday visuals; it offers deep gameplay innovation with four Hold & Win modifications, TNT upgrades, and dynamite wilds that can pop up on any spin.
This isn’t a game that relies solely on holiday spirit; instead, it’s a fresh, action-packed adventure with real gameplay substance that delivers excitement spin after spin.
What do you believe drives the demand for festive-themed slots from players? Is this a trend that has strengthened over the years?
VL: It is really important to understand how an online game’s offering correlates with people’s everyday lives. Holidays alter people’s moods, headspace and the way in which they consume products. As the festive season provides increased opportunities for relaxation, players are expecting new and dynamic offerings that they can immerse themselves in, whilst also being more open to trying alternative and slightly more adventures offerings. Despite this, there’s always room for comfort and familiarity and so December, more than ever, generates a real demand for content across the board. The Jingle Coins and Merry Giftmas Hold and Win titles allow players to relax and enjoy the mechanics they love but with a charming Christmas twist, whereas 25 Cookies: Hit the Bonus, caters for those seeking an exciting, unfamiliar experience.
JU: Festive-themed slots resonate because they introduce a sense of joy and festivity that elevates the overall gaming experience. These games create a sense of celebration, which can make gameplay feel more enjoyable and spirited. Even players who may not have a particular connection to the holiday often appreciate the seasonal flair and the cheerfulness it adds to their play.
Over the years, we’ve seen a significant increase in demand for these themed slots, as players increasingly seek out content that reflects seasonal moments. This trend is showing no signs of slowing down, as players continue to embrace the creativity and festive cheer that these games bring to their overall experience.
BJ: Festive-themed slots tap into a feeling of nostalgia and celebration, giving players a chance to enjoy the season in an entertaining way. Over the years, we’ve seen this trend grow as players look for slots that match the festive mood.
Each year, they’re eager for holiday themes, but they also want innovative gameplay that feels fresh. This is what Gus’s Gold Christmas brings to the table—familiar holiday fun wrapped up in exciting new features that keep the gameplay interesting long after the season is over.
AT: There is no “typical” slot player, contrary to some beliefs. Our games are played by a wide demographic. Our mission is to provide content that is appealing to our returning and new players.
The festive period provides an almost universal touch point of familiarity and nostalgia that we can leverage in our games. Even for people who do not celebrate Christmas itself, the characters and settings are iconic in their own way. Gamblers are adults and adults love Christmas!
Within global markets, we see a lot of different themes achieving success, and in those themes, we often see more friendly, colourful designs outperforming darker, more mature games. Festive-themed releases tap into an already successful design template that appeals to players.
Our research shows that seasonal slots have always been successful, which is why we see such a competitive launch schedule this time of year across the board. Online slots are only becoming more popular and penetrating new markets. This brings a wider, more diverse player base. The festive period really allows our games to engage with huge segments of the player base.
IK: According to external data, festive themed slots resonate with the holiday spirit, driving up engagement by up to 30% during key times like Christmas and New Year. Our internal statistics also indicate a boost in business metrics during these seasons. While demand peaks during the holidays, the post-holiday dip is a natural part of the cycle. To stay flexible, providers can offer customisable skins to extend their appeal beyond the festive period, as Evoplay does in its upcoming game Tap Craze.
BB: We see a strong demand for our festive-themed games and to our surprise, they are played all year round. All in all, it is probably a sense of relaxation mixed with excitement when players see the festive themed game and just want to try it out. It’s kind of comparable to opening your Christmas gift and seeing what you got, and we are sure that players will enjoy the games that we deliver for this year’s festive season.
