Game Sequels
RAINBOW RICHES
EAMONN BEARDSLEY Content Strategy Director Light & Wonder
Fostering both nostalgia and innovation, Rainbow Riches endures as an iGaming icon. Eamonn Beardsley says the leprechaun is now entering a 20- year revival phase, with nine new titles planned to revisit and reimagine for contemporary audiences.
Light & Wonder's Rainbow Riches is one of the company's best-known game franchises. Irish-themed slots were not exactly novel back in 2006 when the land-based version was released, so why does Rainbow Riches remain one of iGaming’s most iconic when it launched in 2009 for online players?
Tere are two main aspects to this. First, the mechanics of the games themselves, particularly in Rainbow Riches, which includes iconic bonus rounds like Road to Riches and Wishing Well. Tese features are easy for players to understand while still providing a lot of enjoyment Te second aspect is the character of the leprechaun, who ties everything together, allowing for a cohesive narrative. Tis gives us the opportunity to introduce the character into various environments, keeping the experience fresh for players.
We always strive to return to those original bonus rounds that resonate well with players. In terms of longevity, there are various elements that players really connect with, particularly the stories and narratives behind the series, which helps maintain that connection. And maybe a bit of Irish charm, too.
Given the success of the cabinet version, was Rainbow Riches always destined to merit a series of online titles in the iGaming sector?
Omnichannel communication has always been extremely important for a company like Light & Wonder, and we have really tried to emphasise that. It is just as important, if not more so, for the business today. Games like Rainbow Riches are effective because they have a universal appeal, the mechanics are simple and easy to understand. When players who are familiar with the land-based gaming side encounter
something they recognise, whether it is an intellectual property, a character, or a bonus round, it really helps them engage with the game and start exploring.
However, not every game translates well across all platforms. It requires a lot of hard work rather than mere luck to bring these games to the forefront. Successful games incorporate elements that work across both channels to cater to different types of players.
Te success of Rainbow Riches paved the way for numerous sequels and variations. How has each iteration incorporated unique mechanics and bonus features whilst maintaining the charm of the original?
I believe that what really helps make Rainbow Riches so engaging is the leprechaun character himself. Having such an iconic figure allows for a lot of fun as we bring him into various environments and mechanics, exploring how he interacts with different game systems. Tis aspect enhances the gaming experience.
Alongside the mechanics, the presence of the leprechaun gives us the flexibility to introduce new elements at the studio and develop fresh concepts around him. By incorporating popular themes and mechanics into our games, and including the leprechaun, we can drive innovation, and this creative approach is incredibly beneficial for us.
What is the most popular Rainbow Riches game to date? And is this universal, or does it differ between markets?
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