“It’s true, we signed and completed on the same day,” says Hamilton, reflecting on the speed of a deal that took the sector by surprise. “It all moved very quickly. Initial contact took place in May and we first met in June.

“From the outset, NetEnt was extremely professional and the interest in Red Tiger was driven from a product perspective. From our side, we thought about the next stage in our growth, such as moving into the regulated US market [where NetEnt is already well established].

“The speed with which it all moved after we reached agreement was lightning fast. NetEnt have been a pleasure to deal with, they delivered on everything they said they would.”

On the face of it, there are many ways in which the two businesses complement one another. In the simplest of terms, NetEnt offers global reach with leading positions in regulated markets worldwide; while Red Tiger brings to the table an agile and exciting product proposition, not least their daily jackpot functionality – just as NetEnt has dramatically increased its content output.

“At the end of the day, if we combine the two skillsets there’s just so much more we can do together,” continues Hamilton. “I really believe that.

“NetEnt’s global footprint is very appealing to us in terms of taking the next step“

“At Red Tiger, we have done well in the past in maximising our own network. Our jackpot liquidity, excellent as it has been, is nonetheless limited to some extent by the distribution. So NetEnt’s global footprint is very appealing to us in terms of taking the next step.”

The management team at NetEnt has seen wholesale changes in recent years. What impact did that have on the deal? “NetEnt has a strong vision for where the company needs to go and it is very clear to see where Red Tiger fits into that vision.

“That’s why Red Tiger was on their radar and that is why it works,” he says. “From my perspective, what they laid out to us, addresses exactly the challenges that we see within this environment.”

With the ink barely dry on the deal, where do you even begin to work together? “We are at the early stages in how we best get our platforms to work together, of course,” says Hamilton, “but the low-hanging fruit is so obvious.

“The Red Tiger proposition has changed now and that changes the conversation we have with operators. You wouldn’t want to be a small content studio in this market.”

Red Tiger has been acquired for a substantial sum just 1,000 days (or so) since its first deal, back in October, 2016. It’s a rapid rise. “This remains a growth business with strong tech underpinning it,” says Hamilton. “The deal is not based on [delivering] cost synergies. The growth is the most important thing, on both sides.”

Hamilton says the management structure at Red Tiger will remain in place and the business will continue to function with a high degree of autonomy, although both parties are already busy exploring the many opportunities in front of them, “the art of the possible,” as Hamilton calls it.

“The next 90 days are key in terms of shaping the future,” he continues. “This is a huge opportunity for us and I think we can do a lot of great things, together and individually. We’re just getting going.”

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The recent news that Britain’s biggest ever Euromillions winners went public after scooping a massive £184million reached international media attention, illustrating the continued widespread interest in mega jackpot wins. 

For decades jackpots have resonated with a wide audience of players, whether it is participating in a national lottery draw or playing an online slot game. The ability to win a vast sum of money from a small stake is highly attractive, while such a prize provides that crucial escapism that elevates the overall entertainment factor, allowing us to dream about the fun and intriguing ways of spending the fortune with friends and family.

Within the online slots sector, jackpots remain hugely popular and there will always be a strong demand from both operators and players for this type of product offering. The main prize on offer simply cannot be matched within the base gameplay of a slot, which determines why a large segment of players opt to play games that offer a jackpot prize.

In recent times, developers have extended their jackpot products to include pots that drop before they reached a fixed amount or within a specific time period. Of course, these have been effective in keeping players interested and engaged while funds are added to a progressive pot. 

However, in our experience it is the main jackpot prize that continues to be the key driver for retention. Smaller pots that drop more frequently are valuable in complementing the big jackpot but will always play the supporting role.

Keeping jackpots attractive

The main challenge for the industry is to keep these main jackpot prizes fresh and appealing to players. Naturally, progressive pots are ideal for marketing initiatives, with many online casinos already displaying the live feed of its current value without a player needing to load the game. 

From a developer perspective, suppliers need to be in a position where they can provide operators with a constant flow of new games featuring progressive jackpot functionality. The availability of new games that contribute into the main pot is an effective approach to maintain player interest and spark further engagement. 

In addition, delivering a jackpot games offering packed with a mix of themes and mechanics is of paramount importance. It means players can enjoy their preferred gaming experience, instead of being required to engage with one particular game mechanic type just to be eligible to play the jackpot.

At Blueprint Gaming, we regularly introduce new games to our Jackpot King offering, ensuring players have the widest selection of titles to choose from. Most recently, we integrated Jackpot King functionality to one of our top-performing games Fishin’ Frenzy: The Big Catch, which has reignited the title’s popularity within the slots community, as well as reach the attention of new players who predominantly engage with jackpot games. 

Of course, there is always room to evolve products and introduce innovative concepts that takes the overall experience forward. We continue to explore how we can take Jackpot King forward and ensure it remains fresh and appealing within today’s marketplace.

Ultimately though, it will be the grand jackpot prize that promises the payout of a six or seven-figure sum that will make the difference. Players will inevitably favour a game which offers a sizeable fortune. The excitement and anticipation that these pots deliver are what sets them apart from the competition and attracts the biggest crowd.

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Having launched in October 2023, the Prime Network Jackpot integrates into SOFTSWISS’ partners’ online casino lobbies. With each partner that joins the Prime Network Jackpot, the prize pool increases. 

This has allowed the total prize pool to now be worth over €1m, with one lucky winner from a single casino able to claim the grand prize to become a millionaire. 

“It’s a very exciting milestone for us,” said Anhelina Stasiuk, Head of Business Line at SOFTSWISS Jackpot Aggregator. 

“Over the past year, the SOFTSWISS Jackpot Aggregator and its Prime Network Jackpot feature have evolved significantly. Beyond the hard work of our professional team, this success reflects the high interest in engagement tools within the market. 

“In igaming, prize size matters. I’m proud that we’ve reached a level where we can offer the best solutions.”

SOFTSWISS’ Prime Network Jackpot was launched as part of the igaming provider’s Jackpot Aggregator solution.

Towards the end of last month, this solution was offered to RedStar Casino, adding several games from SOFTSWISS’ supplier partners to the operator’s offering. 

On that deal, Stasiuk stated: “The SOFTSWISS Jackpot Aggregator is constantly evolving. In addition to expanding engagement mechanics such as jackpots, drops, multi-prizes, and Prime Network Jackpot campaigns, we are also broadening our client base and market reach. 

“Regardless of their casino platform, any client can integrate the SOFTSWISS Jackpot Aggregator and easily launch diverse engagement campaigns.”

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The new jackpot system will allow EveryMatrix’s operator partners to offer jackpots that are tailored to specific players, learning and adapting to unique preferences for each player such as preferred spend, betting levels and playing styles. 

Stian Enger Pettersen, Head of Casino, EveryMatrix, stated: “EveryMatrix Personal jackpots represent the next layer of innovation, providing our customers with even more exciting opportunities to captivate players and drive long-term loyalty.

“By tailoring the jackpot experience to each player’s unique needs, Personal Jackpots create a deeper level of engagement and foster greater loyalty. This also unlocks a new realm of customised gaming experiences that resonate with players on a profound level.”

Helping to nurture a stronger connection between players and the casino brands they use, Personal Jackpots creates a jackpot prize that can only be claimed by the one player it has been tailored to. The more players place wagers, the more their Personal Jackpot grows. 

EveryMatrix’s JackpotEngine service supports both its CasinoEngine and SlotMatrix aggregation platforms, allowing Personal Jackpots to be accessed via the over 30,000 games from more than 330 game studios offered within these platforms. 

Each jackpot is presented to players as ready-made, in-game widgets displaying jackpot pools, updated in real-time, which players can minimise if they prefer.

Earlier this week, EveryMatrix announced its Q3 2024 results, reporting an over 60% increase in net revenue across the quarter. Quarterly casino net revenue rose by 78% compared to the same period last year to €23.8m, with EBITDA increasing by 95% YoY to €14.9m. 

CEO Ebbe Groes commented: “The last few months have been some of the busiest since we founded the company 16 years ago; continuing to drive record GGR for our customers, launching more tier-one operators and making two significant acquisitions that have instantly added value to the wider group and that will future-proof both our sports and games divisions.”

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The new tool will enable operators to split winnings amongst several players or groups of players, introducing a flexible approach to distributing prizes. 

The customisable distribution methods are said to suit various engagement strategies as operators become able to designate one primary winner to receive a significant prize, while other players share the remaining amount in the prize pot. 

Additionally, SOFTSWISS’ online casino partners can choose a second strategy where winnings can be divided equally or based on the number and size of each player’s bet. 

Angelina Stasiuk, Head of Business Line at SOFTSWISS Jackpot Aggregator, commented: “We continue to enhance the SOFTSWISS Jackpot Aggregator by adding more functionality and features that operators can tailor to their goals and launch campaigns to engage their players.

“Whether they want to attract players with a large prize pool within Prime Network Jackpot or offer winnings to multiple participants with Multi-Prizes, it’s clear that our solution’s capabilities meet the needs of all player segments. 

“The ability to quickly set up and test campaigns in the back office makes the process even more flexible and convenient.”

The tool has enhanced SOFTSWISS’ jackpot offering by allowing operators to stray from traditional jackpot prizes that are awarded to a single player. 

According to the provider, this will deliver ‘a richer and more interactive gaming experience’ by creating more frequent wins and broadening player involvement. 

SOFTSWISS’ Jackpot Aggregator solution recently saw an uptick in usage across Q3, as 38% of all jackpot bets were placed in its Prime Network Jackpot offering, surpassing Q2 2024’s 34%.

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The igaming solution provider’s flagship aggregation service is connected to more than 1,200 casino brands and grew to over 23,500 games through expansions with new game studios in the quarter, with 280 individual suppliers now signed up to the platform. 

Recent companies to form an agreement with SOFTSWISS and gain access to the company’s network of operator partners include 100HP Gaming and Galaxsys.

SOFTSWISS’ Jackpot Aggregator solution also saw an uptick in usage across Q3, as 38% of all jackpot bets were placed in its Prime Network Jackpot offering, surpassing Q2 2024’s 34%. 

Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator, commented: “Previously, our clients could seamlessly integrate the Jackpot Aggregator to create brand-specific jackpots. This quarter, they have expanded their use by participating in Prime Network Jackpot campaigns, continuing to engage players effectively.”

The solution’s Tournament Tool also witnessed strong performance across Q3, as the number of clients using the tool increased by 80% compared to the previous quarter’s figures. 

SOFTSWISS also recently expanded this tool, allowing operators to incorporate tournaments into crash and live casino games. 

“We continue to enhance the SOFTSWISS Jackpot Aggregator’s functionality and pursue certification in new markets. It’s encouraging to see the growing interest among our clients,” added Angelina Stasiuk, Head of Business Line at the SOFTSWISS Jackpot Aggregator.

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The campaign will begin on 18 October, running through to 16 February, incorporating the themes from the seasonal holidays it passes through such as Halloween, Christmas and Valentine’s Day.

Andrzej Hyla, Chief Commercial Officer at Wazdan, commented: “We are delighted to bring our final batch of network promotions for the year to our partners and players. With a monumental €6,000,000 up for grabs, this promotion underlines Wazdan’s ongoing mission of bringing unparalleled experiences to our global player base.”

Beginning with the Halloween theme that will finish on 10 November, the Mystery Drop promotional tool will allow Wazdan’s operator partners to “seamlessly integrate” the jackpot function into their platforms via the studio’s catalogue of slot titles. 

Hyla added: “With the help of our award-winning Mystery Drop, coinciding with key dates in the calendar year through Halloween, Christmas and Valentine’s Day, there are three exciting new network promotions to look forward to that will help our partners drive traffic to round off the year, whilst entering 2025 in style.”

Earlier this month Wazdan launched One Coin, the smallest version of its Coin series to date. Radka Bacheva, the studio’s Head of Sales, recently spoke to CasinoBeats about the decisions made to transform the series “into something captivating that elevates gameplay”.

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The update works as a seamless integration between the firm’s Jackpot Aggregator and Game Aggregator solutions, allowing clients in the latter’s back office to set up jackpot campaigns specifically for crash and live casino games. 

Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator, commented: “This year, we are focused on providing online casinos with user-friendly and effective tools to engage players across the globe.”

“Live games have a loyal fan base, while crash games are gaining traction, especially in emerging markets and among younger audiences. Why not offer them the same exciting opportunities to win big, just like players of more widely established slots?”

SOFTSWISS has aimed to gamify the crash and live offerings of its clients previously by adding the two verticals to its Tournament Tool. 

The move to offer jackpots on these games follows the success of SOFTSWISS’ Jackpot Aggregator, as the firm reported that after implementing jackpots using the tool, its clients have witnessed an average bet count increase of 40% and average bet sum growth of 68%. 

Additionally, the continued growth of crash games in specific markets supported the move, with SOFTSWISS explaining that “crash games accounted for 3.9% of all games in Latin America in Q2”. 

‘We are excited about how the SOFTSWISS Jackpot Aggregator is expanding its reach, and we are confident that even more players will join this thrilling jackpot experience,” added Angelina Stasiuk, Head of Business Line at SOFTSWISS Jackpot Aggregator.

“Our clients will find it technically simple to customise the mixed jackpot campaigns to suit their goals and objectives.”

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Under the terms of the deal, ThrillTech’s proprietary jackpot solution will be implemented into online casino platforms within Glitnor’s portfolio, including HappyCasino, LuckyCasino and FlaxCasino. 

David Schwieler, Head of Brand at Glitnor Group, explained: “We look forward to introducing this innovative jackpot feature to our platform. By enhancing our bespoke offerings, we aim to elevate player enjoyment and ensure our commitment to delivering exceptional gaming experiences.”

ThrillTech’s advanced jackpot solution will allow each Glitnor brand to offer enhanced prizes through the provider’s in-house jackpot technology. The Swedish operator will have the ability to tailor its jackpot offerings across each platform. 

Peter Mares, Chief Technology Officer at ThrillTech, added: “We are excited to collaborate with Glitnor Group. Our market-leading jackpot technology is perfectly suited to fulfil Glitnor’s vision of delivering bespoke solutions that resonate with their players’ needs.”

Earlier this year, Glitnor Group enhanced the content offering of its several online casino platforms by reaching an agreement with Push Gaming. This deal saw the operator integrate slots such as Razor Reels and Rat King into its aforementioned online casino brands. 

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Game developers continue to branch out into an array of proprietary products, offering their own third-party services, distribution programmes or, the focus of this pre-CasinoBeats Summit discussion, jackpot functionalities. 

Speaking to CasinoBeats about the importance of operating an in-house jackpot product, Shelley Hannah, CPO at Relax Gaming, explains how the “wow factor” of jackpots can widen a studio’s audience and increase brand awareness. 

CasinoBeats: Ahead of the company’s appearance at CasinoBeats Summit, what does Relax Gaming expect from the event? 

Shelley Hannah: We’re incredibly excited to be part of the CasinoBeats Summit in what looks like a fantastic agenda. The summit will provide us with the opportunity to meet both existing and new partners face-to-face, discuss upcoming releases and potential collaborations and gain insights from other industry leaders too. 

We know the igaming space is always changing and that a flexible and adaptable approach is necessary in order to be successful. Events such as CasinoBeats Summit provide a platform to showcase offerings and innovations under one roof, allowing for a holistic view of current and emerging trends. 

CB: How important is it for slot studios to appear and showcase products at events such as CBS? 

SH: It’s always a fantastic opportunity to increase product awareness, whilst simultaneously building relationships with top operators and other igaming experts who share the same love of quality content. 

It’s also an excellent opportunity to showcase how studios have managed to navigate the market in a crowded space where everyone is fighting to have a standout product, and what it is that truly makes a release succeed. 

CB: As you’re set to appear on a jackpot-focused panel at CBS, can you explain why offering an in-house jackpot functionality can be beneficial for studios? 

SH: This heavily depends on how you define an ‘in-house jackpot functionality’. At Relax, we have our own proprietary system of Dream Drop enabled by our front-end tech solution in Relax Apex. Not all jackpots are the same, of course, and vary in size, fixed, local or global. The benefit to Relax is that our Dream Drop prize pool is global and available to all operators where territories allow, but importantly, across a multitude of games, which in turn allows us to diversify the jackpot product. 

As a studio, you don’t necessarily need a jackpot offering to be successful, but it can increase the depth of the offering to customers by pulling together innovation in the wider portfolio. An effective jackpot functionality enables more profitability for both the operator and the studio, and although it takes a lot of effort, it’s worthwhile if you get it right.

To get a better understanding of the benefits, it’s vital to understand how jackpot players and slot players are two very different consumers. Having a quality jackpot product will both widen the audience and increase brand awareness. Another key benefit of the Dream Drop system is that it has been made available to a selection of our partner studios who, in turn, can add a global offering with multi-million prize pools when, in their own right, they could likely not have been in the position to do so. 

CB: How important is it for a well-made game with unique features, themes and mechanics to also offer several enhanced jackpot prizes? 

SH: I don’t necessarily think all games should also offer jackpots. The audience for jackpots and non-jackpot games is quite different. A strong game without jackpots can be just as successful.

Not all players are keen on jackpots due to the contribution they make to the pot. However, it’s pivotal that any jackpot game should be made with strong features, themes and mechanics to engage and entertain, whilst anticipating a surprise drop.

CB: Do you think a well-made game can be successful without huge jackpot prizes? 

SH: Huge jackpots do carry a wow factor and are fantastic from a marketing and PR perspective. However, the true charm of Dream Drop is that it has a constant hot-mode feel, drops jackpots regularly and has the highest reseed on the market standing at over 75 per cent.

CB: What differences do progressive jackpots offer for studios compared to fixed jackpot prizes in terms of player retention and engagement?  

SH: Ultimately, it’s two different types of products in the same area. The experience becomes more static with the known possible wins via a fixed jackpot prize. This might appeal to some players, but the more traditional jackpot players do like to have progressive elements as it offers something different. 

When a jackpot progresses above the normal expected value, the interest from the players peaks. As a result, this creates more revenue for both the operator and the studio. Players enjoy knowing that there is value to playing a jackpot when it is high even if unlikely to win. 

CB: What are the pros and cons faced when a studio’s largest jackpot prize is claimed? 

SH: It’s fantastic for the studio when a jackpot lands as it validates the product. However, on the back of that, a natural reaction from jackpot hunters is that they may be less active in the jackpot directly after the fallout. Depending on the time between the studio’s jackpots, this can impact the product performance for a period and represents a scenario where having smaller but attractive jackpots can stand out from the crowd.

Jackpot players also tend to keep an eye out on previous win amounts, so that low action period can last for quite a while as the bigger mass of players will wait for the jackpot to grow.

CB: Is there a risk that players will only want more and more when it comes to top jackpot prizes? What is the limit on jackpot prizes? 

SH: I don’t think so. If the top jackpot amount in a particular product is high enough but more frequent, this will do the trick. 

In my opinion, the market will increasingly shift towards more frequent payout of big amounts instead of mega amounts once a year. This will be more beneficial for operator profitability, brand awareness and the chance to celebrate an actual winner too. 

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