Pulse

Slot Design Roundtable: style or substance?

By William - 2 April 2024

Our latest roundtable examines the pursuit of innovation in slot game development and what ultimately comes first: style or substance? Exploring whether game design should influence the employment of a mechanic or vice versa is Alex Ratcliffe, Connor Blinman, David Mann, Nik Robinson, and Lloyd Roberts.

What are the ‘key ingredients’ to creating a stand-out slot title?

Connor Blinman, Head of Games, Gaming Corps: It’s funny that you describe it like this as I always consider making a slot game much like baking a cake! There are core ingredients every time, but to make each game unique, you need to sprinkle in some additional flavours.

The same goes for slot games, with the key ingredients being a strong theme, engaging mechanics, outstanding visuals, and audio, along with a fine polish from development that creates a flawless product. Sprinkle in some innovation there and you will create a slot game that is successful.

Alex Ratcliffe, CPO, 1X2 Network: The creation of a stand-out title is akin to orchestrating a symphony where every element plays a critical role in captivating the audience. The cornerstone of a successful slot game lies in its ability to meld innovative mechanics with an immersive theme, all while ensuring a seamless user experience.

Innovation is not merely a buzzword, but a fundamental ingredient that distinguishes a memorable slot game from the multitude of other titles on the market. It’s about crafting unique gameplay features – such as novel bonus rounds and creative reel configurations – that intrigue and retain players.

However, innovation alone doesn’t create a connection. The theme is what breathes life into the mechanics, providing context and emotional engagement.

Whether it draws on historical myths, cinematic universes, or fantastical realms, the theme must resonate with the player, thereby enhancing the immersive quality of the game. This thematic immersion is further elevated using high-quality graphics and an engaging soundtrack, which together enrich the player’s sensory experience.

The magic of a game also lies in its accessibility and intuitiveness. A user-friendly interface and smooth performance across various devices ensure that the game is approachable for both novices and seasoned players.

Finally, the strategic balance of RTP and volatility plays a subtle yet pivotal role in shaping the player’s perception of fairness and excitement, influencing both their immediate satisfaction and long-term engagement with the game.

David Mann, CEO, Swintt: Though the preferences of your target audience will certainly vary based on things like their age range, the country they’re playing from etc, I think it’s fair to say that there are a handful of key ingredients that most players now expect to see in a compelling slot release.

First and foremost, high-quality graphics and animations are a must to capture their attention initially, while engaging features are key to keeping them playing in the long term.

Together with the latter point goes rewarding payouts – which make players feel they’re actually gaining something – while these days mobile optimisation is also very important, as this ensures your game can reach the broadest audience possible.

Nik Robinson, CEO, Big Time Gaming: We’ve consistently led the charge in pioneering innovation within the slots industry. Crafting a successful slot title is a nuanced process that requires a fusion of various elements tailored to player preferences, engagement, and groundbreaking ideas.

Nowadays, players will spend extra time on a game to work out its nuances and personality. Key ingredients in our formula include an engaging theme featuring new concepts, compelling visuals, and a captivating storyline.

We also prioritise innovative mechanics such as Megaways, Megapays, and Megadozer, alongside inventive features like Bonus Buy, Dual Reaction, Unlimited Multipliers, and Win Exchange. A user-friendly interface, balanced volatility and distinctive soundtracks further contribute to our stand- out slot games.

The heartbeats, the highs, the lows, and the unpredictability – that’s what we aim to amplify. Adaptability, on the other hand, is our nod to the future. We’re in a dynamic space, and what works today might need a twist tomorrow.

Lloyd Roberts, Head of Studio, Blue Guru Games: We pride ourselves on telling unique and interesting stories. Creating a new theme allows for innovation and creativity, which can attract players who are looking for a new experiences and gameplay mechanics.

In a saturated market, offering something new and unique can help the game stand out from competitors and capture the attention of players. Ultimately, the decision should be based on a combination of market research, player preferences and the developer’s creative vision.

It’s also possible to blend elements of both approaches by putting a new twist on a classic theme or incorporating innovative features into a familiar setting such as we did with Curse of the Mummies.

When developing a new slot game, how do you strike a balance between reinventing a classic theme with exploring new, uncharted themes that bring something new to the table?

Alex: Balancing the reinvention of classic themes with the exploration of new territories is a dynamic dance between familiarity and innovation. On one hand, classic themes carry a nostalgic value that resonates with a broad audience, serving as a beacon of familiarity in a sea of innovation.

On the other, the allure of uncharted themes lies in their ability to offer fresh perspectives and untapped experiences, captivating the curiosity of players seeking novelty.

The key to mastering this balance is a deep understanding of player preferences and market trends, gained through research and engagement with players.

This insight helps us identify which classic themes are ripe for reinvention, infusing them with new life through innovative mechanics and narratives that respect their original allure while offering new layers of engagement.

When venturing into new themes, it’s crucial to weave elements of familiarity into the fabric of the game design. This approach reduces the learning curve and broadens the appeal of the game, making it accessible to a wider audience.

Whether it’s through the mechanics, storytelling, or visual design, finding a touchpoint of familiarity within the novelty can be the bridge that connects players to new experiences.

Lloyd: Due to their familiarity and sense of nostalgia, classic themes frequently have an audience of their own. Players who are already familiar with the genre and design style may be drawn in by reinventing a classic topic.

In contrast to creating something completely new, reinventing a core selection of themes that have a track record of popularity can be seen as a less risky approach.

When developing a new game, you need to keep that in mind. You want to try bringing something new to the table while also meeting the needs of that core audience you have built over time. It is a difficult balance to achieve, but when done right, it can yield great results.

David: This is the perfect question for Swintt to answer, as we’ve set up our slot portfolio with precisely this in mind!

On the one hand, we have SwinttPremium games that focus on combining recognisable design elements from traditional land-based slots with rewarding, easy-to-trigger free spins features, while on the other, we have SwinttGames which are generally a bit more innovative in terms of their themes and offer a range of unique bonus mechanics that players won’t find with any other provider.

Add to that, titles from our latest acquisition, Elysium Studios, and it should be clear that our strategy is to have as diverse a portfolio as possible to better cater for players in many different markets.

Nik: It’s essential to gauge market trends and player preferences when creating a new title. A combination of both can be successful, if there’s a focus on delivering a unique and enjoyable experience.

We’ll always cherish and fortify our existing mechanic-led titles, the quest for the next big thing is an integral part of the BTG DNA. Our big launch with Bonanza Falls is a nod to one of our most popular games, Bonanza. We raised the roof, with this one last year.

It’s a blast from the past but is technologically light years ahead! Similar and better innovative slot experience to be expected from this year’s mega launch of Danger High Voltage 2!

Connor: It’s absolutely something that requires a fine balance in a provider’s portfolio and something that we aim to assess with each release. Do we stick to what players love or do we take the theme in an entirely new direction? The most important thing here is to understand the target demographic that you are aiming engage with.

Do you have a strong foothold in market? Are players more conservative or do you have a player base that is looking for these uncharted themes? We ensure that each release targets either one of these demographics, but even when we develop a classic theme title, we always add some Gaming Corps flare.

Should the design influence the use of a mechanic, or the mechanic influence the design of the slot title?

Nik: The relationship between design and mechanics varies, depending on the slot’s vision. Sometimes, design inspires mechanics, while in other cases, a specific mechanic influences the overall theme and design.

It’s essential to assess the long-term potential of a mechanic beyond its initial revolutionary impact. Can it endure in the dynamic iGaming landscape? This leaves room for continuous experimentation and pushing boundaries.

By prominently branding the Megaways mechanic, we’ve observed an immediate increase in player engagement. Players know what they’re in for from the get-go! In terms of KPIs – engagement, retention and games that showcase their mechanic upfront generally show a more robust performance.

These games become talking points with influencers and online forums and often become players’ go-to choices. However, it’s crucial to acknowledge that choosing the mechanic- only approach, doesn’t diminish the importance or performance of ‘standard’ features in our portfolio.

Bonanza, for example, is filled with captivating features and a new design that became iconic! Every game, spin, and mechanic have a unique place and audience.

Lloyd: Mechanics are often defined first, as this is fundamental to making our games appealing or not, but theme concepts should always be considered early and developed in tandem, as this is the first impression on the player. A perfect marriage of theme and mechanics will deliver a more immersive and complete gaming experience.

The game’s theme, which emphasises anticipation, favourable results, etc., will aid in providing context for the mechanics and ensuring that the players understand the rules. A successful game usually strikes a balance between design and features, ensuring that both aspects complement each other to create an engaging and memorable experience for players.

A theme can help elevate the overall mechanic and its application can make the difference between a good and great gaming experience. All the pieces matter.

David: The very best slot titles usually result from the seamless integration of the two aspects, rather than prioritising one over the other. Ideally, it should be an organic process in which the initial design concept or theme of a game can inspire the creation or selection of specific game mechanics and vice versa.

To take a Swintt-specific example, Candy Gold was a mobile-optimised released that utilised exploding candy symbols for its payouts, which naturally lent itself more to using a cluster pays mechanic than conventional paylines.

Likewise, Jade Blade XtraSplit was all about landing mystical weapon symbols, so we used this concept to create a new XtraSplit feature where the reels could be sliced to further increase the payouts.

Connor: Great question. I believe that the mechanic should influence the design of the slot title more so than the design influence the mechanic. That is not to say that design has a lesser role to play in a title’s success. They hold such great importance that one cannot succeed without the other.

The key part to the development process is balancing both elements. Then, and only then, is a successful product possible.

Alex: The symbiotic relationship between design and mechanics in slot game development is a foundational aspect of creating engaging and memorable titles. This relationship is not hierarchical but rather cyclical, with each element influencing and being influenced by the other. At the heart of this dynamic is the goal of creating a cohesive and immersive player experience.

In some instances, the inception of a game begins with a unique mechanic—a new way of engaging with the game that promises a fresh experience. This mechanic then becomes the nucleus around which the game’s design orbits, dictating the thematic elements, visual aesthetics, and narrative direction that best complement and enhance the mechanic’s appeal.

Conversely, a compelling theme or design concept can serve as the genesis of a game’s development. In this scenario, the design inspires the creation of mechanics that are tailored to fit the narrative and aesthetic vision, ensuring that the gameplay feels intrinsic to the thematic experience.

This approach often results in games that offer a deeply integrated experience, where the mechanics and design amplify each other’s strengths.

Ultimately, the choice of whether design influences mechanics or vice versa is not a rigid formula but a flexible process guided by the creative vision and strategic goals of the development team.

It’s a testament to the artistry involved in game design, where the fusion of mechanics and aesthetics opens limitless possibilities for innovation and engagement.

Is the trend of branded slots something that you think will continue into 2024 and beyond? Or are they simply a passing fashion?

David: Branded slots have always been a great way for software providers to create titles that appeal to audiences who might not otherwise have been inclined to look at their games – and for that reason, I think they’re something that’s here to stay rather than just being a passing fad.

From Swintt’s perspective, we’ve already had great success with The Crown starring Vinnie Jones and will be looking to continue working with him on another two upcoming releases this year. This first of these, The Crown Reloaded, is scheduled for Q2 2024 and will see players embark on another action-packed heist featuring new and improved bonus rounds.

Alex: The trend towards branded slots is something we have spearheaded at 1X2Network. Having won the Game of the Year Award in 2020 for our Branded Megaways game, we have built a reputation as the go-to for branded content.

Collaborations between game developers and casino brands leverage the built-in trust associated with casinos and their players. Offering players a popular mechanic in an environment that has an increased level of endorsement from a brand they trust is a great way to engage existing audiences.

On the flip side, collaboration between game developers and brands from outside the industry brings an opportunity to potentially engage with new audiences.

There is a more complex commercial balancing act as expectations need to be set with both the brand, as they will have little to no knowledge of the commercial landscape of our industry, and with the casino brands as there is a trend for game developers to pass on additional cost for these types of branded games due to the extra cost associated with bringing a brand into the industry.

These costs and benefits should be carefully considered when approaching this form of branded content. The question of whether branded slots are a passing trend, or a lasting element of the gaming landscape, hinges on several factors, including the quality of the games produced and the nature of the partnerships formed.

If developers continue to prioritise creative integration of the brand with innovative gameplay, branded slots have the potential to remain a significant and evolving facet of the industry beyond 2024. The key to the longevity of branded slots lies in the ability to deliver games that do more than just capitalise on the brand’s name.

Connor: I believe that branded products, in general, are the perfect way to reach new audiences. We have done it in one slot game as well as with our Plinko, Mines and now our Smash4Cash product too with the launch of Rampage!

We see it as the ultimate opportunity to reach casino players who are loyal to a specific brand and gain not only their trust but their own loyalty to our products. I see this trend continuing in 2024 and beyond, most definitely.

Nik: BTG has been a trendsetter, particularly with its highly popular branded slots such as Who Wants To Be a Millionaire, Monopoly and Wheel of Fortune. The rise in the popularity of branded slots is a noticeable trend in recent years, and it is anticipated to persist as developers aim to connect with established fan bases.

We emphasise the importance of a meticulous selection process and precise execution for branded titles to ensure sustained success. Our commitment goes beyond licensing brand names; we also have licences for classic songs featured in games like Sanctuary, Outlaw, Lil Devil, Rasputin, and Danger High Voltage, which is poised for a sequel this year. Classics are legendary and possess enduring appeal and remain timeless.

Should innovation in features and mechanics take precedence over innovation in design?

Nik: Assessing the strength and uniqueness of a game mechanic is like searching for diamonds. It’s not just about the initial sparkle but the potential brilliance after refining.

At Big Time Gaming, our quest for the next game-changer involves a deep dive into different BTG ingredients that make a game special. We rely on intuition as a starting point but don’t stop there. We bring it to our team, test it internally, gather feedback, and iterate.

In the dynamic igaming landscape, the essence lies in the thrill, the pursuit, and innovation. Striking the right chords is paramount for impact. Our journey at Big Time Gaming revolves around uncovering that ‘Eureka!’ moment through new, inventive features and mechanics. Yet, discovering it is just the beginning.

For us, both innovative features, mechanics, and creative design contribute to crafting a memorable slot title. Our games embody that distinctive tune – they resonate and captivate. They must be unmistakably ours, striking a balance between uniqueness and instant recognition with the BTG stamp.

It’s a delicate art, deciding which features to incorporate, branded elements alongside our signature mechanics. It’s more than just a logo or a name; it’s a complete experience we pledge to deliver.

David: Both innovation in features/mechanics and innovation in design play a pivotal role in creating compelling slot titles, but the first thing providers should do is look at their data to discover what works where and use that as the foundation.

Innovation should always serve to engage and entertain players, but just because something works in one market, it doesn’t necessarily follow that it will be a success the world over.

In Germany, for instance, classic fruit-themed slots are very popular, so innovation in design wouldn’t be as important there as it is in other markets. Likewise, players in countries like Sweden often show a greater appetite for innovation in features, so it’s there that our Xtra series of slots tend to perform especially well.

Connor: Innovation, for us, is a fine balance, and it’s something that is discussed with every product we create. We want players to be comfortable playing our games by not rocking the boat too much, but equally we want to give the player a unique experience that they cannot get anywhere else.

It is much harder to successfully innovate with than it is applying a well-known mechanic into a unique theme.

However, it can be argued that it feels safer to innovate on the mechanic while giving the player a theme that will at least attract them past the initial game title on the casino front page. Both aspects of innovation, in the mechanic and the design, should be something that developers tread carefully with as they do not want to lose players at the first hurdle.

Alex: Innovation is the lifeblood of the slot game industry, driving the evolution of the genre and ensuring its continued relevance and appeal. When creating a new slot title, the prioritisation of innovation is a multifaceted challenge that encompasses features, mechanics, and design.

The question of whether to prioritise innovation in features and mechanics over design—or vice versa—is not a matter of choosing one over the other but rather how to integrate both to enhance the player experience.

Innovative features and mechanics are fundamental to differentiating a game in a crowded market, offering new forms of engagement and ways to win that captivate players’ imaginations and encourage sustained engagement.

However, these innovations must be grounded in an equally innovative design that communicates the game’s theme and narrative in a compelling and immersive way.

The pursuit of innovation in slot game development is a holistic endeavour that requires a seamless blend of creative design and mechanical ingenuity.

By embracing innovation in both areas, developers can create slot titles that not only push the boundaries of the genre but also offer players a rich, engaging, and memorable gaming experience.