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TENTPOLE GAMES LIGHTNING BOX: CHICKEN FOX


Unfamiliar Familiarity


Te Holy Grail of Slot Development - Every major developer, in any industry, has had its breakthrough product that gave the company the platform it needed to become one of the best. Released in 2019, Chicken Fox remains one of Lightning Box's most popular games.


G3 discusses the legacy of Chicken Fox with Peter Causley, the studio's CEO and co-founder, who tells us about the slot's creation and influence on the developer's subsequent success and roadmap of titles.


Prior to the launch of Chicken Fox, what were Lightning Box's standout games?


Our most popular titles, in no particular order, were Stellar Jackpots-Chilli Gold2x, Silver Lion, Lightning Horseman, and Dolphin Gold. All were good solid performers and had gathered their own followers. But Chicken Fox had cut through in multiple demographics in different markets.


In terms of track record and notoriety, how does Chicken Fox compare with other Lightning Box titles? Why is Chicken Fox the tentpole game?


Good question. I guess we gauge these things in terms of commercial success at the end of the day. Tat’s what any product in any business is judged upon ultimately. I’m not sure we’ll ever know exactly why Chicken Fox has the universal appeal that it does. Our educated guess would be that players are drawn to the cheeky characters and kept entertained by a great game mechanic. We just know that’s it’s the one players like the most across the US, Canada and the European markets.


Lightning Box was formed in 2004 with a vision to develop slot content for mature land-based gaming markets. How does Chicken Fox's status as one of Lightning Box's most successful ever titles reflect the studio's journey over the last 17 years?


17 years - is it that long?! I could say it


Chicken Fox is staged inside a cash- strewn hen house featuring a fox among the fowl with members of the yard filling the reels. What role did Chicken Fox's quirkiness have in the slot's popularity?


Quite a lot, I’d like to think. Tere are a lot of similar themes out there these days.


Peter Causley CEO & Co-Founder, Lightning Box


I’m not criticising studios for that as they, like us, are trying to find well-trodden paths that people enjoy going down. But occasionally, as with Chicken Fox, it’s nice to try something different. It’s instantly recognisable from childhood cartoons, whilst being different to other games on the market. Tat’s just about the holy grail in slot development: unfamiliar familiarity.


What was the inspiration behind Chicken Fox's unique theme?


takes that long to become an overnight success, but we are still striving for that. All our games derive input from our designers’ experiences. We have a rich history starting off in land based and, in the past eleven years learning from online RMG and social casino. Chicken Fox replicates that journey in that it takes a strong land-based mechanic, combines it with a cheeky social casino theme, and adds some online RMG volatility, along with a few other tweaks, to arrive at our big hit.


We wanted to create some fun characters with animals chasing one another around in an old-fashioned comedy caper. We also took inspiration from the Warner Brothers character Roadrunner and a million and one other cartoons we watched as kids. Setting the cat among the pigeons – or a fox in a henhouse – is an age-old metaphor for causing a kerfuffle, which is what we wanted the game to achieve.


From an old goat to the apple-pie cooking farmer’s wife, Chicken Fox’s jovial setting has a dark twist. What role does the game's comically dark theme play in the success of Chicken Fox?


P26 WIRE / PULSE / INSIGHT / REPORTS


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