Mechanics and Narratives
MERKUR GAMING
MAJA CVETKOVIC Head of Product Management International & Online Merkur Gaming
Maja Cvetkovic, Head of Product Management International & Online, cites the influence of computer games and their iconic characters for integrating classic themes with prominent characters in products such as Clash Link and Link Wave.
How are the gameplay preferences and expectations of slot players changing?
Te most popular themes – such as ancient cultures, the African Big Five, and adventures, to name just a few – remain enduring classics that have maintained their appeal over the years. It seems that players seek to experience a reality that feels different but still somewhat familiar while playing. What is changing, however, are players’ expectations regarding their interaction with the game itself. Tey want to engage more into the game, striving to influence the gameplay experience and dynamics through their decisions.
How does Merkur Gaming effectively analyse and assimilate historical data, current trends, local culture and competitor analysis to identify the correct blend of theme and mechanic?
We closely analyse performance data, as it provides the most reliable insights into how our products are performing in specific markets. Our field trial locations further enhance our understanding of emerging trends and the acceptance of our products. In 2025, we are taking this a step further by establishing player focus groups worldwide to gain deeper insights into local trends that should be reflected in our products.
How significant are thematic elements such as game characters in establishing an emotional connection with players?
As a lot of our players have grown up with computer games and their iconic characters, they want to have this experience while playing the slot games as well. Tis is why we integrate classic themes with prominent characters in our products such
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as Clash Link and Link Wave. Furthermore, players enjoy having the option to choose from multiple characters, allowing them to feel more connected and comfortable while playing.
How are technology advancements expanding the scope for slots to offer narrative-driven storytelling?
One of our most popular slot games is Fishin' Frenzy. With advancing technologies and increasingly demanding player expectations, we are elevating this title to the next level by blending its familiar look and feel with exciting new elements. Tese include additional symbols, such as the golden fish, an extra reel, and a new way of winning free games during the bonus.
What's next for Merkur Gaming's slot roadmap?
We are extending one of our main product lines with the introduction of our new M-Prime generation. Tis lineup will showcase highly demanded games such as “Asian Spirit” and “Bird of Prey”, which are very successful in the Balkan region. Furthermore, we are enhancing our classic titles with innovative concepts, including Fishin' Frenzy Xtra Catch and Zentaurus Hurricane. Fans of fruit games will also be delighted by new offerings like Blazing Clover 40 and Crown Burst 20, to name just a few.
Moreover, we are adding exciting new titles to our recently introduced Jackpot products, Link Wave and Clash Link, which have already built a loyal fan base across various markets. For our Spanish players, we will introduce three unique and thrilling Jackpot products: Lady M, Long Empowered, and Pig Run. Tese three products have a variety of features in order to satisfy the numerous players’ tastes.
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