Thunderkick Go Deeper, Not Wider
The rapid growth of iGaming has resulted in an increasingly crowded market, and with new studios constantly emerging, product differentiation has never been more vital for remaining ahead of the
competition. Svante Sahlström, Chief Commercial Officer at Thunderkick, explains why every aspect of development plays a crucial role in delivering valuable experiences that maximise acquisition, engagement and retention on behalf of partners.
Te Power of Visual Identity
First impressions matter, and a game’s visuals are often the first point of interaction between a brand and a player – particularly following new market entries and operator partnerships where brand awareness may be limited.
Well-designed visuals can serve as a powerful acquisition tool, capturing new players’ interest and acting as an entry point to the brand. It is this first impression that encourages a player to choose a product, with engaging gameplay ensuring this introduction translates into sustained retention and eventual brand loyalty.
Beyond attracting new players, a strong and consistent visual identity is equally important for brand recognition and appealing to existing players. Creating a recognisable aesthetic reinforces the identity of a studio and ensures visuals become synonymous with a brand.
At Tunderkick, we have curated a portfolio of slots that feature comic book-style, and in some cases, video game-style graphics, as evidenced by titles such as Archie O’Loggins and the Enchanted Masks, Roasty McFry and the Flame Busters, and the Esqueleto Explosivo series. By maintaining a signature style throughout releases, suppliers can amplify their brand identity, making games instantly recognisable and thus driving engagement.
Optimising Gameplay for Retention
Tere is no formula that guarantees success, but from experience, balance is the key. Sticking with tried and tested game characteristics ensures existing players and fans of the brand are not alienated, but it is also important to introduce enough new features to keep these returning players entertained. Balance is also essential from a mathematical perspective.
It is impossible to cater to every preference, but there is a sweet spot that can maximise potential audience reach. Smaller, short-term wins are important in generating initial engagement, however, there must also be an element of achievable big win potential for those who opt for more volatile games.
Increasingly, following the artificial intelligence boom, we are seeing more data-driven decisions being prioritised in the production process. While AI is a powerful tool and should be leveraged in game development, there is no substitute for real creativity and originality. Not every release can rock the boat – there are a finite number of popular themes and features that work. However, it is important, particularly for an independent studio like Tunderkick, that we create concepts and refine mechanics to offer players something a little different. It is this commitment to original game design that has resonated with players worldwide.
Prioritising Partners
Te market is becoming overly saturated with similar content, and as a result, it is now more important than ever to listen to customers. Some of our partners expressed an interest in content tailored specifically around St. Patrick’s Day, and we have listened and delivered Te Golden Pot & Pints. However, there are a huge number of games already out there centred around the iconic leprechaun figure, so we have gone above and beyond to create something a little different that is infused with the Tunderkick magic.
An emphasis should always be placed on nurturing partner relations, and understanding an operator’s market intricacies and player preferences ensures content aligns with their commercial goals. Our approach is to go deeper, not wider, and it is this philosophy which has firmly established Tunderkick as a global player favourite, from Sweden and Denmark to Canada and Colombia.
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