Te trick is not to overcomplicate things. Many providers are trying to reinvent the wheel every time they make a new game with new features, and I think that overwhelms players. Our philosophy is to keep gameplay and mechanics super simple to understand whilst making small tweaks designed to entertain and maintain engagement.


Booming Games Depth in Simplicity


Booming Games recently announced the appointment of Craig Asling as the company’s new Director of Games where he will lead the games division and shape the creative roadmap. Feet barely under the table, G3 sits down with Craig to discuss his vision for delivering compelling content and driving iterative innovation.


CRAIG ASLING Director of Games Booming Games


What attracted you to Booming Games?


Booming Games is a rising star in the industry. I keep abreast of what's out there, what competitors are doing and Booming Games has always stood out. In the last year or so the company has stepped up their game production and I wanted to join them in becoming one of the top players in the industry.


How is Booming Games different in its approach to game features?


Across the industry we're seeing many game providers take inspiration from the land-based climate for features that are gaining popularity in that environment such as Triple Pots, Cash Collect, Hold and Spins, and so on. Booming Games is no different in that regard, but we're taking those mechanics and iterating on them, making them more online friendly.


With several standout releases like 64 Gold Coins Hold & Win and Buffalo Hold & Win Extreme 10,000, how do you approach balancing innovation with proven player preferences?


We understand that players seek innovation but there is still a significant player base that prefer a more traditional, classic approach. We take those mechanics that are working well in the land-based sector and adopt them for online players. Te trick is not to overcomplicate things. Many


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providers are trying to reinvent the wheel every time they make a new game with new features, and I think that overwhelms players. Our philosophy is to keep gameplay and mechanics super simple to understand whilst making small tweaks designed to entertain and maintain engagement.


Te European market is highly competitive and diverse. How do you ensure your games are localised and tailored to resonate with different player bases across countries?


Te European market is highly competitive and very saturated with weekly game releases. Booming Games dedication to providing content that is localised for each of our markets elevates us above the competition. We have a stream of games that can be customised for branded content, as well as fully customised versions of our top games that enable our operator partners to each offer their own unique experiences.


What kind of feedback loops do you use from players and operators when shaping new games or iterating on existing mechanics?


We interact with our customers and operators on a regular cadence. We use their valuable insights on what players enjoy - whether that's from a mechanics or maths perspective or art and animation - and we take all


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