win potential. It seems a lot of studios focus on the graphics without spending as much time looking at the math, which is what controls the player experience, not the graphics on top of it.
Chris: Another of the big differences is that the founders have a combined industry experience of over 50 years – working in small gaming startup to FTSE 250. All that experience has been funnelled into
4TePlayer.com, fast tracking our development and ideas.
4ThePlayer.com work remotely. How does working remotely affect the development process? How integrated are the commercial and development arms of the studio?
Andrew: It’s a great advantage, not only can we use the best talent globally, but we can use the time difference to our advantage. For example, our Creative Director, Tomas, is in Brazil. Brazil start working halfway through the UK day and carry on until the evening – this means when the UK wake up the next day another task can be completed for us all to review.
Chris: Te commercial team and development arms are closely integrated with regular communication. We might not be in the same office, but use video calls and cloud tech to ensure we are constantly collaborating.
Henry: It also means we can get more done. Being a new startup, every hour counts and we can spend time on things that matter not wasted commuting. For example, talking with and engaging with players.
In November, 4ThePlayer signed up to Relax Gaming’s Silver Bullet partner programme and released table game, 100 Bit Dice. Could you tell us about your marketing strategy and how you are driving brand awareness?
Henry: 100 Bit Dice is a very interesting game, we wanted to take something that was very successful in one genre, Crypto gaming, and
NEWSWIRE / INTERACTIVE / MARKET DATA P151
bring it to another – RNG real money casino.
Te marketing strategy for it is targeting the Crypto aware players. Some people think it’s pretty niche, but with over €25m a week going through this type of Dice game in the Crypto space, it’s a pretty large niche.
In terms of our marketing strategy, generally we are also taking a different approach, not just looking at the obvious B2B channels, but talking directly to players and creating demand before the games are released. Talking on player forums and social media.
In collaboration with Yggdrasil’s Game Server Masters programme, you have released your first slot, 9k Yeti. Is 9k Yeti a game you are going to develop your brand around or just the
first step towards the type of game you are looking to develop in the longer term?
Tomas: 9k Yeti is representative of the quality of slot we will produce with great attention to detail. Te idea being to take the player on that magical journey, in this game it’s to find the elusive Yeti! We have about nine games in the pipeline for the next 12 months, each with a different theme and feature.
One feature of the game we have taken into other games is Big Reel Portrait Mode.
Big Reel Portrait Mode is our innovative portrait mode that uses up to 70 per cent of the screen compared to the normal 20 per cent. Tis is done by stacking the reels and spinning them right to left and paying top to bottom. As a designer I
9k Yeti is representative of the quality of slot we will produce with great attention to detail. The idea being to take the player on that magical journey, in this game it’s to find the elusive Yeti! We have about nine games in the pipeline for the next 12 months, each with a different theme and feature.
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