SLOT FOCUS - INNOVATION LADY LUCK GAMES
Pulse Earlier this year, Lady Luck Games released its first
branded slot, Beetle Bailey, inspired by Mort Walker's
college-themed strip from 1950 that remains one of the most popular comic strips in the world seven decades later.
Lady Luck Games: building a reputation
Julian Borg-Barthet, Chief Commercial Officer, sits down with G3 to discuss how branded content helps build a reputation for newer providers with operators. After penning a licensing agreement with Big Time Gaming, the Swedish studio still has grand visions of offering amazing gameplay that is unlike anything players have seen before, even if that sometimes includes utilising a Megaways mechanic used in countless other slots.
What underpins Lady Luck’s creative philosophy?
We’ve worked tirelessly to build a very strong reputation for ourselves as a developer that creates unique games that are accessible to all types of players, whether that be experienced slot enthusiasts or newcomers to the vertical.
We’re proud to have found a good balance in which players can enjoy wonderfully designed, highly entertaining gameplay that stands out from what’s being offered elsewhere.
How is this belief reflected in the creative process for new games?
We always start our creative process with a collaborative team brainstorming session, this brings together all members of our team so that we can gather as many creative, outside-of- the-box ideas as possible. Once we’ve got something we want to run with our development team and mathematicians will put their heads together and make our brilliant ideas a reality.
How long does it take to form a games roadmap from a sketched-out version to final sign-off? How far ahead do you plan ahead and what are the key considerations?
In terms of our overall roadmap, we tend to P136 WIRE / PULSE / INSIGHT / REPORTS
Julian Borg-Barthet Chief Commercial Officer, Lady Luck Games
plan six months in advance. Tis way we still have room for manoeuvrability, and we’re not tied to strict timelines that might stifle creativity and impact the quality of any games we release.
In terms of individual game releases, it can take anywhere up to a couple of months to put together the best possible product, some may take much longer than others depending on how many changes are required as we go along.
With a roadmap in place, how are games then conceptualised? Who is at the table offering input?
Lady Luck combines a team of Creative and Commercial, combining passionate creativity with extensive research into what players like and what operators are seeking to differentiate their portfolio from everyone else.
We listen to our players and partners over everything else. Tis is how we work together, as a Venn diagram of different approaches, and what lies in the middle is what ends up in the roadmap.
Lady Luck recently launched its first branded title, Beetle Bailey. Do branded titles boost a
game developer’s exposure more than non- branded titles and is this a significant factor in justifying the additional cost?
Branded content was something that has always been high on our agenda, they help newer providers such as us build a solid reputation amongst operators. Of course, they also help increase the visibility of our brand, as recognisable slots do wonders in attracting new players.
When the opportunity to collaborate with King
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