Many slot studios are partnering with blockbuster brands to utilise popular IP in games. Titles influenced by Squid Game, Tetris, Space Invaders, and UFC are just some recent launches in the online casino space.
In this roundtable discussion, we speak to David Willis, Head of Product and Content at Gaming Realms, and Andrew Booth, Chief Product Officer at Games Global, about the opportunities these titles offer and what it takes to create a blockbuster slot experience.
How do you choose what brands to partner with to ensure a great slot experience?
David Willis: Selecting the right brands to collaborate with can be a meticulous process. We strategically evaluate each IP to ensure it resonates with our audience and aligns with our Slingo vision. The Gaming Realms team is a diverse hub of talent which thrives on multimedia experiences, this means we can draw from the team’s expertise in gaming, TV, film, and beyond when choosing which brands to partner with.
The rich blend of perspectives fuels our ability to identify potential hits and create truly captivating Slingo titles inspired by a variety of IPs. Our deep-rooted connection with our audience, many of whom have been Slingo fans for over a decade, provides us with unparalleled insights. This innate understanding of our players empowers us to identify and deliver content that truly resonates.
Andrew Booth: When selecting brands to partner with, we prioritise those that have a strong, recognisable identity and a loyal fan base. We look for brands that offer rich narratives and iconic elements that can be seamlessly integrated into a slot game format.
This ensures that the final product not only appeals to existing fans but also translates effectively into an engaging and entertaining slot experience. Our goal is to create a collaborative relationship where the game enhances both brands.
How does the development experience differ when collaborating with an established brand outside the RMG space?
AB: Collaborating with an established brand outside the RMG space involves a more intricate development process. We need to deeply understand the partner’s essence, its visual and thematic elements, and what makes it special to its audience.
This often means working closely with the brand’s creators to ensure authenticity and respect for the original material. Additionally, there’s a greater emphasis on meeting standards and expectations, which includes rigorous approval processes and creative negotiation.
DW: While established IPs offer a recognisable foundation, transitioning these brands into the Slingo format, an entirely new medium, can present unique challenges. To address this, we proactively engage with collaborators, sharing drafts, sketches, and ideas to ensure early alignment with brand guidelines and avoid costly rework. This means the initial creation of a title can take longer when compared to developing an entirely new IP.
Ironically, what some may see as constraints through working with a brand often sparks innovation. For instance, Tetris Slingo, our first cluster-paying title, emerged from working with the Tetris brand and wanting to bring the Tetris playstyle to Slingo. We view these challenges as opportunities to push the boundaries of Slingo and innovate on our proven formula.
Is there a danger of focusing too much on the IP brand rather than the slot experience when creating branded slots?
DW: While traditional slot providers may grapple with the challenge of adapting familiar IPs in a balanced way, our player base expects to enjoy the traditional Slingo format.
Our unique approach involves seamlessly integrating IP elements into the core Slingo gameplay, often elevating them to a prominent role in the game’s design or bonus rounds. This strategy allows us to create fresh and exciting experiences while staying true to the heart of the Slingo genre, ensuring that our players’ expectations are consistently met.
AB: Balancing the appeal of a well-known IP with the mechanics of a high-quality slot game is crucial. While a strong brand can draw players in, it’s the gaming experience that keeps them engaged. We strive to integrate the partner in ways that enhance gameplay.
By focusing on creating immersive and rewarding experiences, we ensure that the IP adds value without compromising the core elements that make a slot game enjoyable and engaging.
