Thunderkick The Art of Franchise Building
As the iGaming industry expands and competition intensifies, studios are seeking new ways to stand out in game lobbies and capture consumers’ attention. The result has been a notable trend toward
franchise building, a strategy Thunderkick has implemented successfully with popular series such as Esqueleto Explosivo, Midas Golden Touch, and Pink Elephants.
Ahead of the launch of Pink Elephants Trinity, the third instalment in the series, G3 spoke exclusively with Thunderkick to find out how the independent supplier selects titles to evolve, and the importance of balancing familiarity with upgrades.
What constitutes a noteworthy and befitting Tunderkick sequel?
Tere are numerous factors which influence the decision to turn a single slot into a series. Naturally, performance is the first. It is difficult to justify building around a product that did not resonate with the target audience in the first instance. We analyse the data, including the number of unique players, session length, and volume of returning customers, which provides an indication of whether there is real appetite for more.
We can then dig deeper into individual metrics to gauge the type of player engaging with the slot. For example, a sizeable average wager might indicate the game is attracting high-stakes bonus hunters. Tis insight can be utilised to shape the sequel, either by doubling down to lean into that target player or by re-balancing the math to broaden the game’s appeal.
However, building a franchise goes beyond just numbers. Sometimes a game generates a passionate cult following even if it is not a top performer on paper. Other times, a unique feature or particularly immersive game environment has potential worth exploring. Being too heavily invested in the commercial data could mean you miss out on the creative spark that can turn a core concept into an iconic franchise.
What is the Pink Elephants brand? It is a combination of elements that makes Pink Elephants stand out
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from the crowd, including the distinctive game environment, striking art style and soundtracks, base game excitement, bonus round progression mechanics, and overall win potential, all of which have evolved from the original through to the latest chapter.
Te psychedelic atmosphere and spirit animal symbols explore a unique concept in the slot space, while the comic-book style artwork is characteristic of Tunderkick’s creative flair. Players come for the immersive world and stay for the video game-style progression mechanics, where visual cues track progress and tiered modifiers provide a clear route to the game’s win potential. Both the original and sequel delivered strong results, with both well received by operators, affiliates, streamers and casual players, making the third instalment a natural next step.
How do you decide which core mechanics or features must be preserved to keep the “feel” of Pink Elephants, and which ones should be rethought?
It is important with any franchise to find the balance between familiarity and freshness. Change too much and you risk alienating the audience that contributed to the first game’s success. Fail to evolve the concept adequately and those same players are likely to return to the original.
Te goal is to give franchise fans a reason to trial the new game, as well as ensure it stands out on its own for those discovering the series for the first time. In Pink Elephants Trinity, that meant keeping this
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