Creating a slot series is a tricky task that requires a delicate balance between retaining familiarity and evolving the initial idea. Failure to adequately progress a concept can result in the loss of player interest, while releasing a new game too far removed from its predecessor may not necessarily appeal to fans of the original.
Daniel Kalinowski, Affiliate and Social Media Manager at Blueprint Gaming, Radka Bacheva, Head of Sales and Business Development at Wazdan, Michael Maokhamphiou, Studio Director at Lightning Box, Yuriy Muratov, Chief Commercial Officer at 3 Oaks Gaming, Mike Collins, Game Product Owner at Thunderkick, and Amit Samji, Head of Studio at Push Gaming, continue the conversation.
SlotBeats: What are some of the challenges when creating a slot series? Do existing fans have higher expectations and how do you prevent a barrier to entry for potential new players?
Daniel Kalinowski: The main challenges you may encounter will be related to maintaining a good level of consistency, not making the games feel too familiar, adhering to regulatory requirements in different markets and ensuring new gameplay features are also implemented.
Existing players will often have high expectations from new instalments as they will want the same level of excitement and quality that drew them to the series in the first place. They will be vocal with their thoughts on the games, and the feedback can be tricky to navigate as everyone will have their own idea on how similar or innovative each game should be. Each opinion is valued and considered for future improvements.
As for preventing barriers to entry, consistency in themes and mechanics proves to be important for retaining players, and effective marketing attracts new players. We find that optimising our games to have user-friendly design and gradual introduction of features allows the players to appreciate changes better.
Radka Bacheva: At Wazdan, we embrace challenges because they often lead us to engineer exceptional solutions. However, when asked about our primary focus, it is the balance of familiarity and innovation that stands out. Our goal is to deliver players and partners their favourite experiences but with added flair to enhance the appeal.
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Michael Maokhamphiou: One challenge is developing a foundational mechanic that can be used across multiple games. Another is finding the right blend of themes and coordinating gameplay across these different settings. For example, Egglink 100x Ra combines barnyard and Egyptian themes to create a distinct, hybrid experience. Balancing the math across the series is also key to a consistent experience.
Existing series fans have higher expectations; essentially, you must give them what they want! So, meeting those expectations while inviting new players is vital. The goal is to foster continuity and evolution that appeals to new and returning players.
Yuriy Muratov: Creating a slot series brings several unique challenges, the foremost being how to deliver new experiences within a framework that’s already familiar to players. For example, traditional themes like ancient Egypt, Greek mythology, or fruit-based slots have been staples in the industry for years. Players are drawn to these recognisable themes, so the challenge lies in offering a fresh twist on well-known concepts.
For existing fans, it’s less about their heightened expectations and more about maintaining their trust. Players need to feel that we understand what they loved about the original and that we’re expanding on those core elements without straying too far. At the same time, we’re conscious of the need to make the game accessible to new players.
A complex interface can be a major barrier to entry, so our design philosophy emphasises simplicity and intuitive gameplay. From the very first spin, players should immediately recognise key symbols—such as the bonus or wild—without having to consult the paytable.
Amit Samji: While higher expectations from existing fans can be a challenge, we view it as an opportunity to innovate. By incorporating trending elements and reimagining successful features, we can attract both new and existing players. This blend of familiar and new creates a compelling gaming experience that appeals to a wide audience.
Mike Collins: There is a huge amount of pressure involved when creating a slot series, as players will have high expectations based on the original game. A new release must advance gameplay, whether that be with volatility, bonuses, or win potential.
The insufficient evolution of a game can lead to negative performance and reviews, damaging the overall reputation of a brand. With Esqueleto Explosivo 3, we ensured gameplay was bigger and better than ever, increasing the maximum multiplier 32-fold, driving win potential up to 7,500x.
To avoid creating a barrier to entry, it is pivotal to steer clear of complex mechanics and bonuses with a steep learning curve, as well as ensuring no prior experience is needed to play. The key is delivering memorable moments and access to gameplay mechanics gradually, as opposed to instant exposure to every game feature, which can cause confusion and discourage further sessions.
SB: How effective can slots series be in driving acquisition and retention for operators?
RB: A slot series can be the perfect choice for developers seeking proven games with a successful track record often praised by operators, players, and the media alike. As we like to say: a safe bet still means dealing with chances. Strive beyond that.
MM: Slot series can play a significant role in both acquisition and retention. Players often return to a series they enjoy, knowing they can explore familiar mechanics. We’ve seen this with our Lightning, Thundering, and Egglink series, where each release compliments the previous one, giving players multiple options to enjoy within the same franchise.
AS: A successful slot series offers numerous benefits for operators. The established popularity of these games attracts a strong initial player base and can bring new players to the operator through brand recognition.
This provides an opportunity for targeted marketing campaigns and promotions to maximise the impact of the sequel. By leveraging the series’ familiarity, operators can effectively retain existing players, acquire new ones, and ultimately drive revenue and increase customer loyalty.
YM: Slot series can be a powerful driver of both player acquisition and retention. When players enjoy the original game in a series, there’s a much higher probability that they will explore other games within that same family.
This natural curiosity and affinity drive retention – players are more likely to return to try a new release that builds on a game they already enjoy. For operators, this is a significant advantage because it creates a built-in audience for sequels, reducing the need for extensive marketing efforts to attract attention.
From a sales perspective, series games offer an added layer of appeal. It becomes much easier to engage with partners and operators when pitching a new title that’s part of an established and successful franchise. The proven track record of the original game makes the sequel a more attractive proposition, and operators are often more willing to invest in promotions and visibility for a title that already has a loyal fanbase.
DK: Slot series are highly effective as they provide the operators with recognisable brands to host. Players who enjoy one game in the series are more likely to try another that will be released along with regular updates, thus increasing player retention.
Successful series can also be used in operator’s marketing campaigns by leveraging a slot’s popularity to highlight their own promotions and events, which has a positive effect on player acquisition. We often see assets from our slot games like Fishin’ Frenzy, King Kong Cash or Genie appearing in TV adverts created by the operators because those series are familiar to players, and they always feel fresh due to new iterations.
MC: Successful slot series can be an important acquisition tool for operators, allowing them to leverage the popularity of iconic brands with strong player bases. Whereas incorporating an entirely new slot into their portfolio can be risky, the inclusion of a sequel or trilogy can negate these concerns due to the existing reputation of a game, providing a greater likelihood of player engagement resulting from brand recognition.
A series can also enhance retention rates for operators, as it is more probable that a player will return to try the latest game in a series they have previously enjoyed. There is also an element of trust involved. If players have had positive experiences with an Esqueleto Explosivo game in the past, they will be more inclined to spend time playing Esqueleto Explosivo 3.
