A network game has to appeal to every player in every lobby, so
it’s built for the average. An exclusive doesn’t. It can be built around what one casino’s players love, and the game feels more personal to them as a result. For operators, that matters more than ever. When most casinos offer the same games, an exclusive is one of the few things a competitor can’t simply copy. It gives the operator something of its own to build campaigns around and a reason to talk to its players that nobody else has.
What have you learned from your initial exclusive partnerships?
Maths is always as important as the artwork. From the outside, it’s easy to assume an exclusive is mostly a theme and a logo. In practice, the conversations that matter are about how the game plays for players.
Book of Maniac 500 shows that well. It shares its foundations with the other games in our Book series, but it was rebuilt around a max win more than three times higher than any of them. It adds Free Spins multipliers that build on each other and has its own identity, from the artwork to the soundtrack, all shaped with 500 Casino’s players in mind. At Just Slots, the operator comes in early.
Te sooner they’re involved, the more of the game can be built around their audience instead of being adjusted at the end. It is their game and we look for their feedback every step of the way.
Could exclusivity become a core part of suppliers’ commercial strategies rather than an occasional promotional tactic?
Tis is already happening. Because of this demand, exclusives are becoming an important part of our roadmap. Tey’re not something that we will only do once or twice a year.
Exclusives work because they serve both sides. A network game has to appeal to every player in every lobby, so it’s built for the average. An exclusive doesn’t. It can be built around what one casino’s players love, and the game feels more personal to them as a result.
NICK FORMOSA Head of Client Strategy Just Slots
For operators, that matters more than ever. When most casinos offer the same games, an exclusive is one of the few things a competitor can’t simply copy. It gives the operator something of its own to build campaigns around and a reason to talk to its players that nobody else has. It also becomes part of how players recognise the brand. Tat’s hard to get from a game every other casino launched the same week.
Book of Maniac 500 is the first to launch, and a second bespoke title, co-designed with a tier-one crypto casino, is already in production. Each one teaches us something we carry into the next.
Where do you see supplier-operator exclusivity going next? Te word ‘exclusive’ will stop being enough on its own. More casinos will have games of their own, so what counts is whether their players can tell the difference.
When a game is built around what one audience enjoys, those players feel it. It isn’t the same game they’ve already played four times over with a different logo on the title screen.
Tere’s more than one way to build that difference in. Some games will be built around what players are talking about right now, or asking for outright. Others will be shaped for a particular market, where tastes vary more than a single global release allows for.
None of that happens overnight, and it only works with partners who want to build with us. But it’s the direction we’re heading, and we think it’s where the relationship between suppliers and operators is inevitably heading.
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