[bsa_pro_ad_space id=1 link=same] [bsa_pro_ad_space id=2]

Skip to Content

Pulse

SG Digital & Gamesys: Ripe for reinvention

By - 16 September 2020

Rainbow Riches is a landmark brand that has bridged the divide between every gaming sector, from land-based street gaming to casino, crossing seamlessly to online and mobile. SG Digital’s Rob Procter and Gamesys’ Nick Wright discuss one of gaming’s great IP perennials.

There are a number of big brands within slots, many of which have been around for years such as Rainbow Riches. Why exactly do these timeless classics perform strongly today and appeal to players?

NW: I’ve been involved with bringing IP licences into the casino sector since joining the industry back in 2007, and brands have been massive throughout that period. Within that you have external IPs which feature recognisable brands and people such as the film Gladiators and jockey Frankie Dettori among others, then there’s the IP that’s been created through the familiarity within the gambling industry itself.

A lot of brands started in the land based sector, with Rainbow Riches being the obvious example, as well as Monopoly, Wheel of Fortune and Cleopatra, which have since made the transition to online. A number of original retail games have fallen away and have been replaced by classic online titles such as Starburst and Mega Moolah, and more recently, we’ve seen Megaways and Slingo enter the marketplace.

Today, it’s still Rainbow Riches that sits at the top of the pile. That’s because Scientific Games have been able to reinvent it so many times. The original is still the classic but with new versions featuring Megaways and Slingo, it’s managed to keep attracting a strong number of players.

RP: The landscape has changed from what we saw back in the day before online really kicked off, but as Nick states there are still some timeless classics out there that perform strongly and will probably be around forever. The reincarnations of Rainbow Riches have been very successful for Scientific Games, enabling the brand to tap into a wider audience while still resonating with fans of the original slot.

Do you still see the same value in big branded content from what we’ve previously seen over the years?

NW: Absolutely, there’s obviously been an evolution over time but the value is still there. Most major operators will have run free spins campaigns over games such as Rainbow Riches and Starburst and they will continue for some time yet. Where things have changed has been the nature of IP involved.

Whereas we’ve had Marvel and DC comic inspired games in the past, those have all gone now as we try to make sure that we air on the side of caution with regards to the ASA, and equally as well with age gating. The whole industry has been walking a fine line in terms of staying on the right side of regulators and public opinion, and it’s been difficult for a number of years now.

I think that’s where the games themselves which have such a familiarity and loyalty with players become even more important, making sure you still get the cut through and engagement while avoiding an IP that maybe seen closely involved with a younger audience.

RP: We often get asked about Rainbow Riches and what the pull is with the game that’s attracted so many players both online and in retail. Initially we talk about the familiarity as key because people remember the game from the FOBTs and know of its strong history, but for me that doesn’t paint the whole picture and the reason for why it’s still prominent today is because it has the sticky mechanic.

NW: Absolutely, and the features and bonus round are just so familiar too. We’ve worked with the brand and surveyed players to ask them the aspects of the game that mean the most to them. Ultimately, making games is a hits business and you can’t tell whether something you’ve made is a hit or not until it’s live.

There are plenty of games made over the years that studios have told me were going to be classics and they’ve done very little, while there are others which have been thrown together somewhat and done well because they’ve managed to get the ingredients right. There’s a bit of the magic dust with Rainbow Riches for sure.

The game’s been responsible for creating the Irish-themed genre that is prominent across content studios. The fantasy and luck, along with a pot of gold at the end of the rainbow plus the leprechaun is just one of the classic themes now.

Gamesys recently launched a new site dedicated to Rainbow Riches in collaboration with Scientific Games. How did you find the experience in working together in taking the brand forward?

NW: Rainbow Riches is obviously the jewel in the crown for Scientific Games and rightly so. There are always challenges when you’re working with an IP owner because they do things slightly differently and you want to make sure you’re telling the right story. Ultimately, we’re very happy with the site that we’ve put out and it’s very much been a combined effort.

RP: We saw Rainbow Riches Casino as an evolution of the brand, pushing it to the next level and bringing it to into the new millennia and reaching a wider audience. We both wanted to stay true to the brand and didn’t want it to look too gimmicky with the Irish theme. It’s all about creating a fun and entertaining experience for the players, while making sure it’s familiar enough to the fans have enjoyed the game since it was first brought to the market back in 2006.

Rainbow Riches Cluster Magic is the latest incarnation of the brand. What makes the new version different from the original release?

RP: The latest version of this timeless classic introduces the clusters mechanic for the first time. It once again brings the cheeky leprechaun into the modern age by evolving the gaming experience that will be appealing to a new generation of players, as well as existing ones. Behind the scenes, we’ve worked very hard on this latest instalment and we’re proud of it.

In terms of the gameplay, it’s all about creating enough clusters through cascading symbols to extend the grid to its max grid capacity of 8×8, which triggers the free games round. The free spins wheel then spins to determine one of three free spin rounds: Persisting Wilds, Infinity Spins or Wild Rain – all of which have huge potential!

Share via
Copy link