With battle commencing on a 6×3 reel grid with 4,096-ways to win, Napoleon 2 uses medium-high volatility with an RTP of 96.24 per cent. The game offers players a maximum win of x20,000 their stake through a variety of warmongering bonus features, including the studio’s Fat Stacks mechanic. 

Bryan Upton, Founder and Director at Lucksome, stated: “Napoleon is back on the battlefield but this time he is armed with some truly powerful bonus features that give players the tactical advantage in their fight for potentially big wins.”

Bonus text scatters are available, triggering 10, 12 or 15 free spins when four, five or six scatters land on the same spin, respectively. 

Napoleon Bonaparte represents the wild symbol for this game, substituting for all symbols other than the bonus scatters. These wilds can only appear on reels two to six. 

Gold Napoleon wilds are also available, triggering a bonus mega streak feature each time they contribute to a winning combination.

Throughout the game, the Fat Stacks mechanic causes any two identical symbols in the same reel to join together, with the symbol highest in the reel cascading down to join and double-up with the lower symbol. 

This then allows for new symbols to drop in from the top of the board, creating more ways to win. The game boasts up to one million ways to win. 

Fat Stacks symbols that double up can then also triple up, working as either two or three symbols on the same payline when wins are formed using the stacked symbols. 

Additionally, when one, two, three, four or five standard or gold Napoleon wilds contribute to the same winning combination, the payout will be enhanced by respective multipliers of x2, x4, x8, x16 or x32. 

When gold wild symbols contribute to a win, the mega streak feature will cause all symbols in the winning combination – including the wilds – to stay sticky on the board while a free respin occurs around them. 

This feature will then be repeated when more symbols drop in and contribute to the winning combination. 

During the free spins, all wilds are golden, and each time a golden wild contributes to a win and causes the mega streak feature to occur, it will subsequently increase the multiplier for the next wild wins. 

Furthermore, this free spins feature can be retriggered by scatter symbols and can also be bought for the price of x150 the player’s stake. 

Johan John, Senior Product Manager at Lucksome, added: “The maths and mechanics behind this game are something else, combining a number of innovative trademarked features such as Fatstacks, respins and DoubleLux. This makes for an explosive player experience brought to life by striking design and authentic sound.

“This is a great addition to our growing portfolio of games, and we look forward to seeing players fire up the reels on Napoleon 2 and do battle with those one million ways to win with each spin.”

If readers would like to take to the battlefield with the Napoleon 2 demo, they can click here to be directed to Lucksome’s official website. 

The post Napoleonic wins feature in Lucksome’s SOTW triumph appeared first on CasinoBeats.

In the second part of CasinoBeats’ roundtable looking into start-ups, we continue where we left off in part one, asking why certain approaches were taken in regards to game development, the pros and cons of innovation and is there further room for more start-ups in the current landscape?

Why did you take this approach and is it playing out as you expected?

Thomas Wendt, Co-Founder and Director of Apparat Gaming: The market is too dynamic for us to hope to change the world with the one brilliant idea – which we do have in mind, of course. We may have been naive in some places but never that naive! 

But the market is dynamic enough for us to believe that with the German virtues of planning, quality, reliability, and perseverance, we can carve out our place in the industry in the way we have described. And yes, so far it is working. 

Bryan Upton, Founder at Lucksome: Every game we make has improved performance over the previous so far. We are producing games faster with improved quality. We won’t take this for granted, this always changes but for one we haven’t released our most innovative content yet. 

That is coming as we now have the capabilities and foundation to do it. Slow and steady wins the race. 

Raphael Di Guisto, Founder at Silverback: Our approach is to always focus on the player and to deliver an experience that not only meets but exceeds their expectations. We play our games a lot and we also play other games, too. We believe in building games for players and delivering a unique experience for them to enjoy. 

Online gaming is forever evolving but only by a small step at a time. For Silverback Gaming, it’s all about keeping the player in their comfort zone while giving them something a little bit different and unique every time. We’ve seen great results with this approach and the performance of our games speaks for itself. 

What are the pros and cons of pursuing innovation at this stage? Is innovation key to getting games in operator game lobbies? Ultimately, how do you stand out as a new studio? 

Thomas Wendt: As described. Innovation in step one needs a damn good crystal ball or damn deep pockets. In the end, the operators don’t want fortune tellers but quality. And getting into the game lobby is not the goal, it’s part of a journey. And that is where we are making progress. Faster would always be better, but every journey begins with the first step.

Bryan Upton: It is one way, yes. But also producing games that have a pedigree for performance also achieves this. Relationships with operators are extremely key. They have to believe in what we are doing as a studio in order for them to give us the space and chance to shine.  

Raphael Di Guisto: Innovation is key to standing out and getting operators and players to take notice. But it certainly isn’t everything. We take great care when picking the themes and designing the art for our games, and we see this as being just as important as pushing the boundaries. 

Also, too much innovation can take the player out of their comfort zone, which can have a negative impact on their enjoyment of the game. And if players don’t play your titles, operators will not stock them in their lobbies. Ultimately, it’s all about finding the right balance.

Is there room in the industry for more start-up studios?

Thomas Wendt: Of course, there is room for new ones. Why should what we claim for ourselves not apply to others? But it’s not the new that necessarily displaces the old, but the better that replaces the good. 

We believe in that and that we will be part of the ‘better’! Otherwise, we wouldn’t have started.

Bryan Upton: There is always room for a good start up; smart people with well thought out ideas and the ability to continue to create those ideas.  I think this is the case in all industries. But if you want to come and “just give it a try” you’re probably in for a very rough ride, so make sure you have a good and long runway to support you. 

I think we have been seeing saturation for some time now and operators are becoming more and more picky about the content they take. You can’t guarantee a full network coverage release every game like in the old days. 

The world has changed – and it’s not going back to that anytime soon. 

Raphael Di Guisto: It is getting more crowded but with the US and other markets opening up, there is a need for more localised products. What’s more, M&A activity is certainly not showing any signs of slowing down so there is definitely room for more start-up studios to enter the fray. 

Not all studios make it past the start-up phase, that’s for sure. At the end of the day, a studio lives or dies on the performance of its games.

The post Bryan Upton: just give it a try approach will lead to a very rough ride appeared first on CasinoBeats.

In the first of CasinoBeats’ two-part roundtable, experts from recent start-ups come together to discuss what it takes for a start-up studio to make it in the industry. It will cover some of the key challenges studios face in the early days and how they can be overcome? It will look at the different approaches new studios take, with some pursuing innovation and others looking to deliver solid games that operators know will perform well. It will discuss the pros and cons of each approach.

What made you want to launch a game studio in what is one of the most competitive industries on the planet? 

Thomas Wendt, Co-Founder and Director of Apparat Gaming: One of the core elements of competitive industries is their growth. And the gambling market still has some growth potential in its transition from land-based to online. That’s especially true since the Wild West days seem to be over, thanks to increasing regulation. 

Of course, many others have, like us, set off in the direction of the New Frontier.  The reason why we at Apparat believe that we will be one of the settlers whose efforts prove particularly fruitful is because quality always prevails, no matter how competitive the market. And it’s our conviction that the German market, in particular, despite the adversities of – let’s call it ‘challenging’ – regulation, will be an extremely exciting and large one that needs to be understood in terms of its needs structure. And that is what we are doing.

Bryan Upton, Founder at Lucksome: We have a lot of experience collectively in the industry. We have worked for some of the biggest and best around and we think we can do a better job of Games Design than a lot of what we see today and bring something new to players over the globe.  

Raphael Di Guisto, Founder at Silverback: Simply put, we saw the commercial success of our previous game studio (Cayetano) which we sold to Paddy Power back in 2011 and decided that we fancied doing it all over again. It’s a competitive industry for sure, but it’s forever changing, and nobody stays on top forever. We saw the games that were coming out of some of the bigger studios, and we just knew that we could do better. We love a challenge so the fact that we are working in one of the most competitive industries on the planet is a real motivator for us. 

What are some of the key challenges you have faced in these early days? And how have you overcome these challenges? 

Thomas Wendt: The biggest challenge is not to believe you have found a solution before you have truly understood the real problem. We were something between naïve and arrogant at times. The real challenges were suddenly in areas where we had not expected them. Opening a bank account. Getting new compliance documents over and over again. And making ourselves heard. Simply being good is suddenly not enough.

Bryan Upton: Awareness. Awareness with players, operators, and affiliates. We are one of many many studios out there. One of many brands. Stay focused on showing players and operators high quality. Give it time. Don’t expect overnight successes. Don’t expect to change the industry overnight. 

Distribution is always a problem when being new. Find good partners with structured and feasible growth plans that match your own.  

Scaling. Always difficult. Takes a lot of time to do a good job, finding the right people. Old processes break and new ones need to be established which can affect team dynamics. Communicate. Allow teams to make decisions on how they want to improve the workflows. Standardise the standardisable. Making games should be more of a joy than a bore. Don’t lose the joy. 

Raphael Di Guisto: The biggest challenge by far was the pandemic, which hit within a few months of us launching the business. We had to adapt from having the team in the office every day to all working from home. This put the brakes on the momentum we had initially built, which combined with a new way of working, took a while to overcome. But we have a phenomenal team at Silverback Gaming, so it wasn’t long before we once again fired up our engine and got back to making great progress. 

Aside from that, in the early days it was difficult getting the Silverback Gaming name out there and for operators to pay attention to the games we were launching. This was certainly the case when we had just a handful of titles in our portfolio. But this is an industry that rewards performance, and with our early games doing well, we now have operators lining up to integrate Silverback Gaming slots into their lobbies.

What approach have you taken to game development and innovation? 

Thomas Wendt: The German way. Make a plan, break it down into measurable and achievable intermediate steps, and review it. And then change it. OK, the last part is not that German. Anyway, our plan, especially in the first phase, has involved not reinventing the world, but proving our right to a place in the existing world, and especially in the market we know the most about, Germany. It’s about proven, winning concepts for a target group we know. 

We don’t reinvent anything in stage two either. We mix existing ingredients into new recipes to create something that offers a new taste experience. And that’s because the innovation we plan for stage four needs money, so we can afford the learning experience on the path of trial and error. 

After all, innovation is not usually something that comes in one brilliant flash of inspiration. Rather, it’s about not giving up on the way to a market-conforming version of Fortschritte, the German word for ‘progress’, translated literally as ‘steps forward’. 

Bryan Upton: This conversation about innovation versus proven becoming a repetitive and somewhat boring conversation. Life is all about balance. Why wouldn’t content strategy be? Risk vs reward, effective and efficient resourcing, fluctuating regulations means you cannot do just one. 

Raphael Di Guisto: We have some pretty innovative features that we have built into our slots, but we’re also not scared of using proven concepts when we feel like they are suited to the product. For us, it’s all about creating a familiar environment for the player and then adding the right touch of innovation to make a game unique.

To make something totally different is actually a massive risk; it might work but you can only do it so many times without it being a hit with players before you can find yourself in a trouble, especially as a start-up studio. 

The post Thomas Wendt: quality always prevails when venturing into the new frontier appeared first on CasinoBeats.

Volatile Vikings 2: Dream Drop – Relax Gaming

Relax Gaming has released its latest Dream Drop title with Volatile Vikings 2: Dream Drop, a 6×5 reel cascading slot with free spin, multiplier and Dream Drop modes.

“We’re delighted to introduce the world to the third game in our highly anticipated Dream Drop series, Volatile Vikings 2 Dream Drop,” explained Simon Hammon, CEO Relax Gaming. 

“Players absolutely loved the original Volatile Vikings for its gripping features and mechanics, so throwing a progressive jackpot into the mix is certainly going to be great cause for excitement.”

Volatile Vikings 2 has a multiplier reveal feature that sees the third and fourth reels offer a multiplier symbol on every turn. These symbols also have a counter which decreases on every winning turn. Once this counter reaches zero, the multipliers are applied to the player’s winnings and the symbols disappear to make way for the next multipliers. 

The game also offers a free spins mode which is triggered when three bonus symbols land on a turn. 

Relax’s Dream Drop jackpot is also offered, which gives the chance to win one of five progressive jackpots. The jackpot can be dropped randomly before any spin and players can win a rapid, midi, maxi, major or mega jackpot.

Bon Bomb Luxpot – Lucksome

Lucksome has revealed just how big its sugar cravings are in Bon Bomb Luxpot, a six-reel, 117,649-Megaways video slot that integrates a Luxpot prize ladder, as well as a free spins mode that includes a locking bomb and bomb multipliers.

Josefin Uppeke, Head of Creative and Game Designer at Lucksome, commented: “Bon Bomb Luxpots is a sweet treat for our players to enjoy. It is our take on the popular candy theme, but with the player experience given a major shot of sugar thanks to features such as our Luxpots Ladder.

“The free spins are especially thrilling with Candy Bomb Multipliers landing and increasing the big win potential, with multipliers totalling up to x30. We also know that players often want to jump straight to the bonus action, which is why they have this option to buy into the free games in the markets where it is permitted.”

Within the base game, if the player lands three or more candy bombs, it will activate the Luxpot prize ladder, which could see wins of up to x5,000 in the base game and x25,000 in the free spins mode. 

Moreover, the title comes with an ice cream scatter symbol. Landing four of these in a single spin will trigger the free spins feature. During this mode, bombs will lock and drop for the next game until no more bombs are dropped.

If the player lands three or more bombs in this round, a prize is won from the Luxpots prize ladder. 

In addition to the above, the free spins mode also includes bomb multipliers, which sees bombs with multipliers attached land on the reels. These can be applied to any wins where there are three bombs or more in view activating Luxpots.

Bryan Upton, Founder and Director at Lucksome, added: “This is a really delicious addition to our portfolio of engaging slot games, and we look forward to seeing players unwrap some potentially large wins.”

Cash of Command – Play’n GO

Play’n GO takes the battle to the sea and skies in Cash of Command, a 6×6, cluster naval slot that includes a Baron Turrets mode, as well as individual characters which offer unique power-ups.

“Everything from the way the features play out on the grid to the visuals in the game, Cash of Command is a shining example of why Play’n GO games stand out in the industry,” stated Charlotte Miliziano, Head of Games at Play’n GO.

“Our commitment to entertainment is in every ounce of what we create and that’s evident more than ever in this creative grid slot.”

In the game, commanders sit to the side of the reels and appear once a specific number of symbols have been collected through winning clusters, until finally battling with Baron Fusco. 

Each naval hero adds their respective ship or submarine to the grid. Once this happens, the different ships or submarines will fire unique power-ups onto the grid. 

After reaching Baton Fusco, he will destroy two of the three naval hero ships on the grid. The remaining ship will turn into a super version of itself.

Moreover, players can unlock Commander Wilder, who will deploy a blue ship. When this happens, the ship will fire eight wilds across the grid. 

On the opposite, Captain Verto will send out a green ship. This will fire onto two symbol types, converting them into the same symbol. Additionally, Admiral Magna will deploy a red submarine, which fires four mega symbols onto the grid. 

On any non-winning spins, Baron’s Turrets can be activated. This will remove symbols and add wilds to the grid.

Wolf Canyon: Hold & Win – iSoftBet

iSoftBet has expanded its Hold & Win series with its latest slot Wolf Canyon, a 3×5 reel, 25-payline slot with bonus features that include expanding wilds, Hold & Win and a lucky dreamcatcher symbol.

Mark Claxton, Head of Games at iSoftBet, stated: “Our latest release, Wolf Canyon: Hold & Win, delivers a rural experience built around the interaction between indigenous peoples and their surroundings.

“The vibrant theme pairs brilliantly with the soundtrack and unique features, and with free spins as well as a Hold & Win bonus round to multiply the excitement factor, players are in for a real treat!”

A totem is pictured for the wild symbol which substitutes for all symbols except cash moons and wolf canyon scatters and can expand to fill their column, while also offering free spins. The cash moon is a full moon that triggers the Hold & Win feature when five or more drop on a single turn. Wolf Canyon symbols can drop on reels one, three and five and can trigger a wolf feature pick where players can either win free spins or Hold & Win spin.

Hold & Win gives players the chance to win a mini, minor, major or grand prize, ranging between x30 and x1000 the player’s total bet. Three respins are awarded and any further cash moons that land will stay in place and increase the win potential.

A dreamcatcher feature can be triggered randomly on any paid spin, offering up to x8,888 the player’s bet in an instant cash prize.

The post Relax, Play’n GO, Lucksome & iSoftBet: on the spin appeared first on CasinoBeats.

Delving into the title with CasinoBeats’ Senior Reporter, James Ross, was the slot suppliers Founder and Director, Bryan Upton, who stated the firm aimed for something “slightly edgy” with the voodoo theme. 

He stated: “Something edgy seems to stand out in this day and age and voodoo is slightly edgy. You can do a lot of dark stuff with that theme. We then wanted a central character who was the main protagonist of the wins, which was the High Priestess. 

“We looked up a lot of shamans and priestesses to try and capture it, but also bring it a little bit more modern day. We did a bit of research on certain bits of art that emanated from voodoo and then pieced it together. 

“We didn’t make it authentically accurate, I’ll say that! We tried to focus on it being fun and nice to look at more than anything else so any voodo aficionados out there I’m sorry!”

Delving into RTP, within the game and in general, Upton stated that the company was “all about transparency”, noting the company is frequent in “calling out” its titles stats for players to see at any time.

“I think the RTP is important,” noted Upton. “We do two RTP variants of our games at the moment, and that’s 94.5 and 96.5 per cent in the base, but if you buy a bonus buy, in Voodoo Temple for example, then that RTP is 97 per cent, also the same in the Shadow Bet. 

“What we’re saying is, if you want to spend a little bit more with us at Lucksome, then we will give you a higher RTP in exchange for that loyalty, which I think is quite important and I believe we’re quite transparent about that.”

Upton also delved into the titles Shadow Spins mode, free spins feature, why certain symbols was selected and what the company has in store for the near future.

The post Beyond the Reels – Upton: something edgy seems to stand out these days appeared first on CasinoBeats.

However, among the multitude of strategies and expert tutorials on how best to achieve such a goal, is the question of: how much do you know about your network? With this in mind, CasinoBeats is aiming to take a look under the hood, if you will, and has tasked the 100 Club to help out.

Bryan Upton, Founder and Director at Lucksome, elaborates on the necessity of pivoting strengthens before entering the gambling industry, eventually taking the plunge, applying land-based learnings to the online space and a worry regarding a perceived lack of evidence-based policies and regulations.

CasinoBeats: Could you begin by talking us through any past experiences that have been gained outside of the gambling industry? Could your career have taken any different paths?

Bryan Upton: I’ve been in the gambling industry all of my professional life, so I would have to refer to my experiences as a young and aspiring 3D art student. One of hardest things to learn and accept, especially when you’re young, is knowing your limits, your capabilities, strengths, and weaknesses. 

It requires the ability of introspection, self-reflection and honesty, something the average twenty somethings aren’t known for! Back in the days of my youth (now sounding old), studying 3D visualisation at University I would be thinking about how to get a job with Pixar, and would practice for hours and hours in the labs, modelling, rigging, and animating characters, I would practice rendering techniques, creating textures and learning graphical maths and programming techniques. 

I quickly learned that I was absolutely not good enough to be character animator, or concept artist, and I entirely loathed the aspect of programming although I loved the maths. This realisation was a difficult thing to take, but on reflection – I was pretty quick to pivot to my strengths and figure out what I could do with those. 

Emerging roles in the animation and video games industries of technical artists where I could fill gaps between programmers and artists seemed to be a great choice. This is what I was working towards until the job that opened me up to the wonderful world of gambling appeared. 

Perhaps I would’ve ended up at an animation house or game studio helping artists and programmers work together to make great things…wait…I did! Couple my passion for working with graphics, sounds, math and my love of solving tricky problems such as a how to create an overall fun experience with potential losing outcomes – this gambling world was entirely irresistible! Fate assuredly took a hand, I think.

“…this gambling world was entirely irresistible”

CB: What was it that eventually led you into this industry?

BU: After I finished my Master’s Degree and I left University, I worked hard to refine my portfolio and show reel and started the interview process. Soon after a role popped up for a small studio in Birmingham.

The pay was better than most which is good, but what piqued my interest was that I could have an impact on all the games’ development, rather than a small part like I would’ve in video games. It also needed someone multi-skilled and not specialised which matched my profile at the time. So, I took the plunge and never looked back!

CB: How would you assess your progress through the industry to date? Are there any interesting anecdotes that would interest our readers, or any stand out experiences that may not have been possible without the current, or a past, role?

BU: Extremely varied, at least within the sphere of casino, and fast paced. I owe so much of my education and understanding to my time at GTECH and then later when it became IGT. Working with the teams on land-based opened my eyes and brain to a higher level of games design and slot mathematics; in particular the team in Graz, Austria who are world class, they truly make wonders happen. 

IGT gave me the chance to explore many markets, product verticals and segments. The level of exposure was truly superb, from street market AWP and VLT games, to premium product on Vegas casino floors. From spearheading the integrated GTECH online game development effort to starting up an exploration into skill based games for global casino markets, it was a privilege, all thanks to my mentors Guenter Bluemel and Gianluca Ballocci pushing me forward, and colleagues like Todd Nash and Mike Brennan putting up with my hair-brained ideas! 

“I worry in particular about the lack of evidence-based policies and regulations”

After IGT, NetEnt gave me a platform to come back into online and take what I’d learnt at IGT and apply it to the online space, concepts like brand management, content strategy and casino product development methodologies. In some ways the online space could learn so much from the more mature land-based games industry, so it was interesting to apply some of these paradigms to a mature business like NetEnt.  It was then I got to experience the innovation and speed of pace here in Malta, which was exhilarating to come into.   

NetEnt was in a difficult place when I arrived, where the industry had moved on and NetEnt was trying find itself again on many levels: technology, core focus, and what players and operators wanted from them, while simultaneously, at that time, dealing with the new world of complex regulation and vastly increased competition. 

I learned a lot from that experience, as much on what not to do as what to do. Among the most poignant, having good internal technology partners is key to deliver on a new vision, new innovative products and dealing with daily technical challenges in a rapidly changing market.

CB: What would you say have been the major changes during your time working in the industry? Both for the better and worse.

BU: I don’t think I’m going to say anything new here, but regulation stands out for me. I believe in regulation, it’s a good thing overall, but only if done well. I worry in particular about the lack of evidence-based policies and regulations that have been applied over the last few years, the lack of follow up to effectively and consistently measure results on player protection and gambling harm. 

“This is key for us to continue forward into the mainstream”

I do hope that in key markets we will see common sense come to the fore to help the sustainability of our industry and to provide leadership and guidance to those emerging markets.  

Another change is something my esteemed colleague Ben McDonagh mentioned on a previous CB100 article. Our industry is ‘growing up’. I think it’s interesting to think about what that actually means? Our tech is better (although I still think we have a way to go!), processes, specialisation of roles and players have become more refined too, but I’m more interested in the people in our industry and the attitudes and changes seen there. 

We are seeing a more mature approach to business, which brings with it stability and growth of which I’m thankful for. I feel this breeds a more meritocratic approach and opens the door away from stagnation and towards diversity in multiple ways. 

The more obvious is a robust approach to diversity in the workplace; culture, gender, ethnicity, more opportunities for all to flourish from the application of talent and hard work. This is key for us to continue forward into the mainstream. 

I feel we have this momentum now, which is encouraging. The other less obvious upshot of this is the creation of new products, and, just as importantly the fresh and open minds that will embrace them in our industry.

CB: If you could ask the 100 Club any questions, or task them with tackling any issue, what would that be?

BU: Do you feel that there are any aspects of the online casino space that has stagnated? If so, what are your thoughts on how we can move away from it?

The post CB100 pathways through <br> gaming and beyond, <br> with Bryan Upton appeared first on CasinoBeats.

CB: What attracted you to the online gambling industry in the first place? 

Tereza Melicharkova, Head of Marketing at Swintt: I entered the gambling industry back in 2016 as Marketing and Events Coordinator for NetEnt. My background and previous experience were in conferences and events, so it was the perfect role from a skills perspective.

But the industry also seemed vibrant and entertaining, and this was a major factor in my decision to join NetEnt when I was offered the role. 

It has turned out to absolutely be the right decision and over the past six years, I have enjoyed a number of roles with various game developers before joining Swintt as Head of Marketing in June last year.  

Josefin Uppeke, Head of Creative and Game Designer at Lucksome: It all started with having a lot of friends already working in the industry, they all spoke very highly about it. I’m a creative person and I saw the possibility to use that in the gambling industry. 

When I started there were not many game designers as there is today, so I saw it as a good opportunity to learn and really make an impact. The gambling industry is very dynamic and changes all the time which makes it interesting and exciting to be part of it.

Leila Goelz, Chief People and Transformation Officer at Games Global: I’ve been involved with the igaming industry for more than 10 years now and love that it’s a very creative and fast paced environment. It’s ever-changing, always inventive and I find that there is never a lack of something to positively challenge you. There really is never a dull moment. 

The beauty of this industry is the mix of individuals I have the privilege to collaborate with on a daily basis. I could be speaking with mathematicians, developers, artists and sound designers one minute and the next be interacting with data scientists and my fellow people team. With such varying skill sets, it’s imperative we all support one another. Teamwork really is at the heart of success, and I’m very grateful to collaborate with such a diverse group of people. 

Emma Clayton-Wright, Founder of EyeSpy Recruitment: I never had any real intention of getting into gaming and essentially it was a really happy accident. I was travelling around the south of Spain when my campervan broke down in Tarifa. I then found my way to Gibraltar where I interviewed for a job at Party Gaming as an internal recruiter. Incredibly, this was 18 years ago! Three years later EyeSpy Recruitment was born and I’ve never looked back. 

CB: What has been your experience of the industry to date? 

TM: Since entering the industry, I have held senior marketing roles at companies such as NetEnt, Pragmatic Play, Relax Gaming and Pariplay. My role as Head of Marketing at Swintt is my biggest to date, and I am responsible for supporting the commercial team through a range of marketing activities. Ultimately, it is down to me and my team to drive awareness of Swintt across the igaming industry and beyond. 

During my time in the industry, I have found it to be one that is becoming increasingly diverse and equal. I am a good example of how it is possible for women to enter the sector without industry experience and climb the ladder to secure senior roles in some of the biggest businesses. 

Of course, more can always be done when it comes to diversity and equality, but my experience has been incredibly positive and I don’t think I would have been able to progress in the same in any other industry as I have in this one. 

JU: I must say I always felt very welcomed in any company I have worked for in the industry, so I would say it has been a very good experience overall. I would say that people have a lot of respect for each other, and I don’t see it as a very hostile industry where people are behaving badly.

It’s also a great industry to evolve your expertise and skills, to become better at what you do. If you work hard and prove yourself, always have an interest to learn and be better, you will be rewarded.

LG: I’ve been fortunate enough to work closely with some extraordinary people throughout my career within the igaming industry. I’ve had amazing mentors who have truly inspired me. My career has always been focused on people and how to get the best out of them no matter what their background may be. I love to see people shine and transform into who they aspire to be.

I’ve seen stereotypes and bias being broken down over the years, across all facets of business. International Women’s Day is a great moment to take stock of the remaining barriers of inclusion to try and remove them. We as an industry, and as a world, are better when diversity and inclusion all have a place at the table.

ECW: I absolutely love it. I have always found it to be a progressive, inclusive, diverse and international working environment that offers opportunities that other industries simply do not. 

I have worked across a wide range of sectors, from tech to crypto to retail, and none of them provides the fast-paced excitement and high levels of innovation and progression that gaming does. In this industry, a determined professional can achieve a great deal in a short space of time and that makes it as appealing as it does unique. 

CB: Could you share a particular highlight? 

TM: One of my biggest highlights to date is a boxing event I organised for Relax Gaming a couple of years ago which brought together both operators and suppliers. It was an event to celebrate all collaborations made via Relax’s platform and also to promote two game launches in cooperation with the Buffer brothers. The event took place at the Westin Dragonara hotel and welcomed over 500 guests. 

Of course, joining Swintt as Head of Marketing is probably my greatest achievement and is certainly the role I am most proud to have worked in. Swintt is not only pushing boundaries when it comes to the games that it develops and launches, but also in terms of company culture and its approach to diversity and equality. It is a business I feel honoured to be a part of. 

JU: I think one of my highlights of my career was in my first industry job at Yggdrasil, and I worked with a very experienced game designer that became my mentor for many years. I remember we sat in a conference room many hours per day, and he went through game concepts and mechanics with me, and it was just a joy to listen to. I had so many “aha!” moments during this time, that really is something I still carry with me and something that really changed how I look at games and game design.

LG: My biggest career highlight is becoming Chief People and Transformation Officer at Games Global late last year – what an honour! Games Global was born from a drive to deliver world-class products and services, to push innovations past the boundaries of perceived limitations and to make a serious industry impact. 

To be here at the onset of our burgeoning era is so exciting and I’m delighted about the opportunities ahead for both our products and our people.  

Our goal is to make everyone a winner – regardless of gender. We’re authentic and bold, and together we support each other in getting better every single day, determined to make a difference to the industry. 

ECW: EyeSpy Recruitment has been on a brilliant journey, starting out as a small unsure business that Jo and I founded in our early 30s to being a leading provider of talent to some of the biggest and most exciting businesses in the industry today.

I am incredibly proud of what we have achieved and the reputation we have earned for our knowledge of the sector and the specific recruitment needs of all the businesses that serve it. That we continue to develop and grow keeps my passion for the business burning and I look forward to enjoying even more highlights this year and beyond.  

CB: Do you believe the industry is doing enough when it comes to diversity? 

TM : We just need to make sure that talented and skilled females – of which there are many – understand that there are huge opportunities available to them within the igaming industry. The push for greater responsibility and sustainability within the sector is certainly helping to improve the perception among those outside the industry, and I think this will really help to draw in more amazing female candidates. 

JU: From my perspective, I think women working in gaming has gained momentum as a movement, but needs more growth, involving more women and more awareness across the industry. We are definitely improving, but I think we all can make a difference by talking more openly about it. 

Creating awareness that this industry is dynamic and so all companies need diversity in their teams to create more interesting and innovative products to win. I never felt afraid being a woman in this industry, as I felt I had something different to bring to the table and this is something I would hope more women would feel as well.

LG: There have been huge developments and advancements within the industry over the past few years, but there is still more that can be done to progress inclusivity and diversity.  

At Games Global, three out of our seven members of our senior leadership team are female and I’m honoured to be part of that. I was fortunate in my early career – and even still to this day – to have had great inspirational and empowering mentors, spurring me to offer the same as a leader. But I know that this is sadly not always the case. 

The iGaming industry is very male-dominated and succeeding as a female can have its tough moments. Fortunately, the times are changing and companies can no longer rely on old ways of doing business. It’s a modern and ever-evolving industry – there’s no time to be stuck in your ways. Mindsets have and will continue to change and it’s amazing to see so many more women in leadership positions – it shows we’re on the right path.

ECW: In my experience, the best person always gets hired regardless of their gender, sexuality or ethnicity. This is an industry where companies have to onboard the best talent in order to succeed and that ultimately requires a diverse workforce. I believe the industry is sensitive to equality and is supportive of diversity, but it is my role to help with this and to ensure the best candidate is the one that is put forward for – and awarded – the role. 

CB: What more could be done to attract additional female talent to the industry? 

TM: We just need to make sure that talented and skilled females – of which there are many – understand that there are huge opportunities available to them within the igaming industry. The push for greater responsibility and sustainability within the sector is certainly helping to improve the perception among those outside the industry, and I think this will really help to draw in more amazing female candidates. 

JU: Women inspiring other women is key, but this applies to everyone, people should inspire other people, gender shouldn’t come into it. Organising more events where everyone speaks about experiences, both good and bad, so it feels genuine and authentic.

This really helps to convey the bigger picture; being what diversity can do a team, a workplace, and the industry as a whole. Being more open as women, about our roles and what we do is a great way to attract more women.

As a games designer for example, I have different views on aesthetics, player needs and desires than my male colleagues. This leads to more diverse game design, different experiences, and of course better products.

LG: It’s important to let women know they have a seat, and more importantly, a valued voice at the table. This can be done by mentoring young professionals, ensuring they feel inspired and focused, and respecting their contribution and value. 

Having a mentor challenge and push you farther than you thought you could ever go is an amazing feeling, and one that I hope all young women in our industry get to experience. Empowering each other ensures that the best innovations and ideas get to come to fruition. Women currently in the industry need to be sure to empower and support other women. And when that happens, we all win. 

ECW: It really comes down to attracting the best talent to the industry and that means driving awareness among graduates and those seeking employment that this is a sector that has a lot to offer – more than most others, in fact.

We know that we are competing with other industries, so we need to do more to showcase the gaming sector as one that is sustainable and diverse and where an international career is readily available for those with the right skills and drive. 

CB: What would you say to other females considering entering the gambling industry? 

TM: Just do it! This industry gives me the chance to learn and experience something new every day and it is a great environment to work in. I have never looked back on my decision to move into the gambling sector and can see myself having a long and enjoyable career in the industry and of course with Swintt. 

JU: I would just say, take a chance and make the best out of it. If you don’t challenge yourself, you will never know what you’ve been missing and what you’re capable of doing. Talk to other women in gaming to understand what the industry is about and understand it’s not only an industry for men, after all many players out there are women! Believe in yourself, keep on being awesome and throw kindness around you like it’s confetti!

LG: I would tell all women entering the industry that they can change the future – they can stand up and be fearless and share their ideas. I would say to be bold. To seek out mentors who inspire and support growth, who are invested in their careers and value their contributions. 

Passion is a cornerstone of our industry and if you can bring that fire and energy into the office, then you will go as far as you believe.

I fervently hope that more women feel inspired and included in the tech world. We need to change the rhetoric of women ‘breaking in’ to an industry as if they don’t belong, as if it’s something unique. Women belong in every corner of industry; intently and concertedly raising the standards for inclusivity. 

ECW: Just go for it. The gaming industry offers huge opportunities for all skill sets, regardless of gender, sexuality and race. This is a sector where talent can really shine, so just be confident and come and join the rest of us in what has been a thrill ride of a career for myself and the candidates that EyeSpy Recruitment has placed over the years. 

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With more states opening its borders to online gambling, we asked our members if the online casino vertical can exist alongside its land-based counterpart. 

We asked: In the US, can the online casino vertical co-exist with its land-based equivalent?

On the subject, Bryan Upton, founder and director at Lucksome, believes that both online and land-base are already working in tandem in states which have recently opened for online casino stating “things are more nuanced than meets the eye”. 

He explained: “Currently the demographics between US land-based slots players and online slots players are different even if there is some overlap. The kind of games being offered varies a lot more than in land-based with it increasing with the “US Gold Rush,” lower barriers to entry in online game production and much more opportunity to experiment.  

“Perhaps though, most importantly, the experiences are totally different. The reason people go to their favourite restaurants and pubs is the same reason people go to their favourite gaming establishments. The familiar faces, sights, smells (maybe), the lights, the huge screens, the seating and of course their favourite games, it’s a full sensory experience.

“Online casino can supply some of that world, but what it falls short of in those creature comforts, it makes up for in a wider variety of gaming experiences, better payback (in most places), speed, convenience and on demand accessibility.  

“In my days at IGT I was a great believer in omnichannel gaming experiences, you just have to look at other markets where omnichannel play has been present for some time, Canada being a correlative market to the US, or look at what Blueprint has done in the UK with its retail and online games portfolios overlapping.  

“Here you see that it’s possible to have these channels more than co-exist but be part of a growing and more complex gaming ecosystem that satisfies different player motivations for participation.”

Offering a similar view, Razvan Haiduc, CEO at Armadillo Studios, expressed that land-based and online offer “different experiences” with one centred around a “quasi-social experience” on the casino slot whilst the other is “more private, more personal”.

“To draw a parallel – it’s similar to cinemas versus streaming,” Haiduc remarked. “The cinema offers a premium experience. It’s usually a social affair that requires planning and extra expenses to be worthwhile. Streaming on the other hand is content on demand – it’s pure, undiluted entertainment. 

“Sure, you do not get all the bells and whistles like a cinema evening would offer, but you do get all the comfort of watching Netflix in your pajamas on a stormy evening and all the flexibility of being able to pause, change shows or simply stop at any time. They each have their role and are not mutually exclusive.

“I do not see land-based being replaced by online any time soon, however I do see land-based casinos transforming to be less about the games and more akin to theme parks, where the myth of the casino can be properly explored and enjoyed. Online will become the norm, the everyday thrill and the occasional indulgence.”

Echoing both Haiduc and Upton, Alex Korbilov, CEO at Betegy, noted that both entities offer two different types of customer, resulting in completely different profiles. 

He stated: “In my view – these customers can co-exist, and if anything, represent an opportunity to upsell new opportunities, taking a land-based customer to online and vice versa. 

“When it comes to the US, we all know the casino experience is one-of-a-kind – it’s part of a trip, where you pay for services on travel, as well as enjoying everything that comes with life around the casino – meaning it’s a whole different story. 

“Complementary services and drinks keep players in the land-based environment when they’re there – and it’s very much seen as a holiday. Online of course, is a place where you’re there to spend money on gaming and nothing else.  

“So, assuming you possess an omnichannel platform, then it would be best to aim to move those customers across that channel, rather than solely focusing on keeping them at their entry point. Both have chances to promote across each of their channels – which offers the opportunity to persuade your players to give ‘the other side’ a try. 

“A great example of this would be to give your online players the chance to have VIP treatment at a land-based casino, giving them the incentive to experience another dimension of gaming in a very different environment. 

“Such perfect coexistence is very much attainable, and it should mean that you should be able to convert your customers across every channel, because these are, in effect, two different activities. 

“If you get it right as a major operator group – then your holy grail will be to move a player from your online brand to your offline land-based brand, which means you retain them across your entire ecosystem.”  

Another one of our members, Victor Araneda, chief business development officer at Gaming1, agreed on both online and land-based coexisting within the US, yet noted both must collaborate from a technical and operational perspective if there is to be a mutual benefit – which he believes is the challenge. 

“This question was of the utmost importance for Gaming1 in the design and development of our platform,” Araneda highlighted. “We’ve always considered our heritage as land-based operators to be the foundational piece of our technology, and one that has allowed us to deliver a true multi-channel experience. 

“For this reason, we’ve dedicated significant resources over the past decade in ensuring that our igaming and sports betting platform allows for tools and features that can function across every betting point whether land-based or online. 

“This means that not only is land-based business protected, but it also allows us to leverage the full possibility of online. This can be achieved by developing omnichannel technology that can always put the player experience first: content management, promotional convergence, joint loyalty campaigns – these are just a few parts of a large breadth of opportunities that help enhance that relationship. 

“We know this is also a priority for all our international joint venture partners as they are themselves casino operators. This is also the case for the US with our partners at Delaware North. 

“In my view, it’s all about the omnichannel technology and the ability to serve just as seamlessly across every touch point. Get that right, and you’re on to a winner.” 

Adding to Araneda’s argument, Brandon Walker, head of USA at Amelco, stated that both can co-exist as the two “complement each other”.

He asserted: “People who go to a casino for that land-based casino experience now also have the opportunity to get a similar experience from home – which is a win for both. 

“I also have no doubt that the innovation we are seeing right now, and the way things are going with VR and other advanced tech, means players get closer and closer to experiencing the real deal from the comfort of their couch. 

“It’s not taking away the magic of land-based – people will always want to enjoy bricks and mortar locations in real-time. Being in a casino and getting the full experience, staying at the hotel, and all the glitz and glamour that comes with it is all part of the land-based appeal, but you also have people who have become accustomed to betting at home and getting the Vegas experience from their living room. All this is possible with mobile right now, and it’s almost recreating the real thing.  

“The online experience will not detract from the land-based market. On the contrary, it contributes to it: it’s all about the omnichannel experience. It’s not a convenience thing, entertainment is all now at everyone’s fingertips, everything’s instant – and if you can’t enable it for gambling, you’re going to fall behind. The demand for this is palpable, and we have to deliver it.”

Vladimir Malakchi, Evoplay’s CCO, was insistent in his response stating that co-existence is “absolutely normal”, stressing that both are not competitors but rather “complementary components of one whole.”

“Offering 24/7 availability and the ability to play anywhere, online of course offers a larger range of products and a variety of gaming options,” said Malakchi. “This tends to diversify the gaming experience, but it cannot replace the atmosphere and feeling of enjoying the live experience in an iconic Las Vegas casino – which has arguably been a US tradition for close to a century. 

“Online has plenty of advantages of its own – enabling the attraction of new, younger audiences of players, in particular those who are introduced via sports betting, Esports and the like – which is of course a great win, as it offers the opportunity to cross sell to both casinos online and offline. 

“If there’s one thing we’ve learned from the pandemic – it’s not to put all your eggs into one basket. Focusing only on land-based comes with inherent risks, and the future of co-existence should be about servicing the entire omni-channel. 

“For example, when physical casinos closed, online gambling supported the total industry’s profitability and covered the missing share by growing by 200 per cent and reaching over $ 2.5bn. Given that we were only talking about seven states at the time, which currently held only 20 per cent of total share, there’s no reason to see that revenue grow exponentially by 2023. 

“Co-existence is all about working in tandem and serving both sides of the coin to find the optimal solution of both – the more successful we are as an industry to serve and adapt both sides, and indeed two sets of customers – then the result can only be positive.”

Launched to give a voice to the industry on a range of key issues, the CasinoBeats 100 Club tackles the tricky questions and shares members’ views across the CasinoBeats network. Have your say by joining the 100 Club.

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Publishing its Q3 2021 results, the company’s chief executive officer, Thomas Rosander, noted that its efforts throughout the period has “paved the way” for the addition of casino which he highlights as an important near-term revenue driver, expected to be live in Q4. 

“The team has been focused on  enhancing our proprietary platform by building a superior business intelligence infrastructure, offering a unique and modern user experience tailored to the next generation of bettors, while ensuring maximum coverage of esports betting opportunities,” Rosander stated. 

“I am delighted to say our efforts during Q3 have paved the way for the addition of casino, which is an important anticipated near-term revenue driver that we expect to be live in Q4. As a result, we will be in a position to launch our player acquisition efforts in Q1 2022, by starting meaningful marketing for the first time in the company’s history.”

During the quarter, Real Luck completed several platform integrations, as part of its previously communicated platform rebuild strategy. These include: Solitics for customer engagement and business analytics; Aspire Global for casino games, sportsbook including esports; Funanga for secure cash deposits; Bambora for expanding payment option; and Checkin.com for customer onboarding.

Following September 30, Real Luck announced the appointment of data scientist David Conde as its new head of data with the aim to build a “superior” business intelligence infrastructure. 

Moreover, the company confirmed the partnership with payment provider Nuvei, with the latter now fully integrated and live on the Luckbox platform. Real Luck noted that the link-up will allow new and existing customers a comprehensive choice of payment options when betting on its platform. 

In regard to its casino launch, Real luck noted that its team has continued to work with new partners to serve its existing player base, along with finalising improvements to its Luckbox platform in preparation for the launch of casino in Q4 2021 and subsequent player acquisition efforts. 

The post Real Luck Q3 efforts ‘paved the way’ for Q4 casino addition appeared first on CasinoBeats.

CasinoBeats: The casino market is filled with joker-themed slots; how did you set about making Joker Maxima different and appealing to players?

Bryan Upton: This is very true of most games these days! With all our slots, we like to develop a clean interface and something slick for players to look at for longer periods of time. We saw a gap in the market where we could take a traditional theme and make it a bit more luxurious, so we put a lot of effort into our artwork for the game.  

Joker Maxima offers strong win potential but interestingly is a 5×3 grid with only 10 paylines, of which there are not that many in the marketplace. This keeps the prizes punchy like the 3×3’s that are common in this genre. We added some of the more modern expectations like Feature Buy and our Lucksome Locks Bonus Spin feature, as well as creating a simplified pay table structure so it is a lot easier for players to understand the payouts of all symbols.   

CB: Before entering the gameplay, players are presented with concise details about the game’s volatility and features. Why have you decided to offer so much information up front compared to other game providers?

BU: Because the market is saturated, player targeting is difficult. Instead, we want to give more information and transparency into our games’ math profiles so the players can do the targeting themselves. I think this will build player trust, which is a key part of our strategy and being a citizen in this industry today and tomorrow.

CB: Talk us through the gameplay, what are the key features that players can expect?

BU: There are lots of features for players to experience in Joker Maxima, including multipliers, respins, wilds and power bands. Our Joker Wild character is the key of course; she is the top paying symbol but also multiplies line wins up to x16 depending on the number of wilds in the combination. Five of a kind Jokers pay 2500 x Bet, which is sure to be a nice win.  

Joker Maxima has a free games bonus, where players can choose the volatility. We love to put more control from our games into the players’ hands. Here they can choose classic mode, where the wild multipliers are the same as the base game or Maxima Mode, during which the multipliers can swing lower or higher, up to 24x! 

The free games bonus centres around the Joker Streak Respins, so although players start with 10 Spins, the mode gives them a longer and more exciting experience, along with the possibility of a retrigger for five more free games. 

Joker Streak works where all symbols that make up a winning combination are locked and the reels are spun again and again, until no more symbols land that form or enhance an existing winning combination. This is where you are looking for those Joker Wilds to land and multiply line wins!

We particularly like games that offer lots of action, so we have power bands that occasionally appear in both the base and free games, setting the reels on fire that signifies the game is using a set of special reels which have very strong win potential.  

CB: Joker Maxima marks the second game release from Lucksome, what has the reception been so far from operators and players? Is there anything specific about your games that they appreciate?

BU: The reception has been great. Operators are open to new studios and are very supportive and happy to try out our games once they have seen what we have done with them. As we are starting out and picking up momentum, I hope we can build even more enthusiasm for our brand and approach based on some of the new games we have in store soon. 

Player feedback has been great too. I think they are appreciating our transparency on the game profiles and the effort we are putting into features like Lucksome Locks, which provides a less costly bonus chance than a straight feature buy for more control on their play style. 

We will continue to build great games and build trust with players, both of which is not a quick process but one worth pursuing. 

CB: How important has your association with Blueprint Gaming been in securing placement for your games? 

BU: It has been critical for Lucksome. Without the guys at Blueprint, we couldn’t stand by our commitment to a high reliability in delivery and quality standard of stability. The relationships they have with their customer base are extremely strong and have helped open doors for us that many others struggle to open. It is a great partnership and collaboration between the two teams.

CB: Can you give us a sneak peek into what new games are in the pipeline from Lucksome?

BU: I cannot say too much, but we have some big things cooking together with the Blueprint team that we will reveal in good time. We have some exciting concepts that we feel ready to put into production now we know how to collaborate with our tech a little better. 

We hope to shake up a few things and push forward with some very innovative concepts. We are at game number two and picking up speed, so that means more time to innovate!

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