As Asian-themed slots continue to flood the slot industry in Western jurisdictions, we spoke with Rob Procter, VP of Game Development at Light & Wonder, and Matt Ward, VP of Products at IGT PlayDigital, to discuss why these games are so popular, the role regional preferences play in shaping game design and the universal appeal of themes such as prosperity and good fortune.
Why do Asian-themed slots resonate so well with Western players?
Rob Procter: The popularity of Asian-themed slots in Western markets, particularly in regions such as the United States, Canada, and Western Europe, stems from a mix of familiarity, cultural fascination, and visual appeal. These games often feature vibrant graphics, intricate animations, and Asian-themed symbols such as dragons, lanterns, lucky cats, and scales, providing a refreshing alternative to traditional Western motifs.
One reason for their appeal is the deep-rooted influence of Asian culture in places like Las Vegas, where these themes have become both familiar and trusted. For instance, symbols associated with luck and prosperity in Asian culture resonate across diverse audiences, making them universally appealing.
Moreover, the bright colours and engaging sound effects used in each title create an immersive experience that keeps players entertained and connected to the rich cultural stories these games represent. This unique combination makes playing Asian-themed slots an attractive choice for many.
Matt Ward: Players everywhere appreciate the rich symbolism and storytelling found in Asian slot themes. Asian cultures have a long history of promoting prosperity, good fortune, and harmony, which align with the experience many players are looking for in slot games.
Visual and audio elements inspired by Asian cultures enhance the player experience, with golden coins, powerful mythical creatures, vibrant environments, and booming drums adding excitement and attracting players to this unique game type.
IGT’s Prosperity Link is a prime example of this. The online game is highly successful in the US due to its rich theme and engaging audio/visual elements, but players also love the game due to its prominence globally on land. Taking learnings from land to create a consistent omni-channel gaming experience is also key in helping us port prominent Asian-themed games online.
How can you assess if an Asian-themed slot is going to be a hit in Western markets?
MW: We look for the powerful audio and visual presentation elements mentioned earlier and then dig into whether they’ve been meaningfully applied to game mechanics to ensure longevity. You want to find the right combination that feels authentic, well-constructed, and communicates to the player what their goals are within the game (i.e. triggering bonus rounds, jackpots, etc.).
Given IGT’s legacy in land-based gaming, we also apply insights about what kind of games are working well on land and assess how we can bring land-based games online. Seeing a game’s performance on land helps us evaluate which Asian-themed games will be most successful with Western audiences online.
RP: When thinking about how Asian-themed slot games could thrive in Western markets, it’s important to understand what keeps players engaged and excited. To assess the potential success of these slots, a deep investigation into player engagement metrics and creative design is needed.
One key performance indicator is rounds per player, which measures how effectively a game captures and maintains a player’s interest. High engagement often correlates with captivating visuals, user-friendly mechanics, and good storytelling. A successful Asian-themed slot game typically combines these gaming elements alongside free spins, multipliers, and vibrant themes, often heavily inspired by the Lunar New Year or the Chinese Zodiac.
So, to summarise, assessing if an Asian-themed slot will be a hit in the market calls for developers to look at the KPIs, measure engagement, and conduct market testing with smaller player groups to gauge what works well in the first instance, focusing on the appeal of the theme, ease of gameplay, and reviewing data on player retention.
How do regional preferences (such as Asian, American, and European) influence the design of these games, and how do developers cater to different tastes?
RP: Asian-themed games are not particularly for every market or demographic. However, regional preferences massively influence the design of Asian-themed slots, as developers tend to tailor their games to suit diverse player bases.
In Western markets such as North America and Europe, themes often feature bold, cinematic graphics and narratives that bring out a sense of adventure or mystery.
This aligns with the audience’s preference for impactful visuals and engaging gameplay. For instance, games inspired by martial arts legends or mythical creatures like dragons perform very well.
In contrast, Asian land-based markets typically attract players with themes highlighting traditional symbols of harmony, goodwill, luck, and prosperity. Developers noting these preferences often incorporate authentic cultural elements, such as traditional Chinese music.
By offering a variety of differences, ranging from lighthearted, cartoonish depictions of a panda or a tiger to more realistic graphics, it makes it easier for Asian-themed slots to appeal to a global audience, meeting regional tastes, age preferences and universal gaming expectations.
MW: We certainly see varying player preferences across different regions, and our designers incorporate diverse thematic elements, bet structures and jackpot levelling throughout our portfolio to help meet regional needs.
Given the depth and breadth of IGT’s game portfolio, IGT PlayDigital is uniquely positioned to be selective in releasing themes to the online space – picking only themes that we believe will resonate with local audiences.
