Pulse


Cultural Symbols SYNOT GAMES


SYNOT Games: capturing culture


Encapsulating the allure and charm of societal aesthetics through any medium is no mean feat. Brian Hallas, Head of Game Product, explains how SYNOT Games delivers experiences that culturally transport players through betting.


What's key to creating culturally themed betting experiences that can be enjoyed globally?


First and foremost, I’d very much say it’s about knowing your player base; who are the people playing your content, what are their expectations and where could you go together next?


As a brand and very much like the casino industry itself, Synot was not created yesterday. Our existence has very much evolved in tandem with the universal appeal and cultural relevance of casino games, their mechanics and naturally their symbols too.


It’s for this reason that a significant amount of our games either directly replicate a classic slot machine or prominently feature such symbolism. Our players are those who have progressed from an original land-based fruit machine experience into a myriad of common themes and are today presented with an ever- increasingly diverse selection of games.


As reflected in the consistent use of playing card values for low-pay symbols or the wild nature of the Joker, the key is in retaining familiarity with the core casino product while evolving thematically at the same time.


SYNOT Games boasts a range of themed titles that tap into different cultures. Could you detail the type and depth of research that goes into themed titles in the production process?


It goes without saying that the wider range of themes within our content reflects a common thread amongst providers; to seek out storylines of fortune, adventure, and discovery from every continent – it’s a bit like the era of empires really, isn’t it? To set off on an expedition of sorts, experience the highs and lows, and aim to return with a winning relic of value in hand. It’s


P146 WIRE / PULSE / INSIGHT / REPORTS


Brian Hallas Head of Game Product SYNOT Games


no different in the quest to produce a successful game either, whereby the competitive landscape, player preferences and historical research are all aspects of the adventure.


Each and every day new releases to market reflect a growing thematic offering on the market, so we obviously keep an eye on this situation. In the same manner, the social environment of our players must be monitored for new or recurring trends that may have resonance too.


Alongside this, there’s performance data and feedback from our partners and players which provide a quantitative and qualitative retrospective. With all these considerations in mind, it’s then time to get the creative juices flowing, develop concepts and ensure that any iterations are always reviewed for cultural appropriateness.


Symbols and icons vary from culture to culture and can be perceived totally differently among different cultures. What role do slot symbols play in encapsulating culture?


Slot machine symbols are fundamental representations of culture; in coordination with both the math and features that underpin any


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