INDUSTRY ROUNDTABLE Jo Purvis Ivan Kravchuk Piotr Simon George Fil Bernd Baumert


previously experienced. Anecdotally, our Cluster Link mechanic has been a mainstay of the numerous iterations inspired by Jammin’ Jars. For example Giga Jar, Jammin’ Jars 2 and even Retro Tapes offer familiarity to players and are from the same universe as the original game demonstrated by the returning mechanic. These slots have become best sellers for us with fans demanding more innovative Cluster Link titles. BB: It really depends on what the most important part of the core game is - the theme, the mechanic, the features or the characters. We can then build around this to create a sequel that takes the overall experience to a new level, attracting fans of the original title as well as new players. It’s a thin line to stay true to the origin while also adding enough elements to create a new game and this is a great challenge for any slot developer and so rewarding when you succeed.


What are the advantages of creating a sequel? JP: We get to work on themes, characters and mechanics we know inside out. We can also use the experience we’ve gained with previous work to hone whichever game we’re developing so that it’s not only a natural evolution but also an improved version of what came before. Players ultimately benefi t from this approach as they get a new version of a comfortable and familiar favourite with new ways to interact with them and have fun. There’s also the incentive to go back to older versions in the build-up to the release of sequels, so it drives revenue for us and our operator partners too. IK: A key benefi t is the continuity for players, who have invested time and emotions into the themes and stories that we introduced in the original game. With a sequel, we get to expand that narrative, giving our fans more of what they love. A sequel leverages that established reputation, leading to increased anticipation and potentially a bigger launch. Moreover, the feedback from the original title offers invaluable insights, allowing us to refi ne and perfect various elements to elevate the gaming experience. From an economic standpoint, creating a sequel is often more cost-effective as we can utilise existing assets and technologies. Furthermore, our marketing efforts become more streamlined as we’re building on existing brand recognition. Also, with a sequel, we open doors to extended universe possibilities, from spin-offs to merchandise, which can be


benefi cial for the brand’s growth and diversifi cation. PS: Sequels offer several advantages – both creatively and commercially. Appealing to an existing fan base is obviously something we’re keen to do, players clearly like an element of familiarity and in our industry, trust is key. Creatively, it allows us to refi ne and expand upon the original concept – see Blazing Bull and Blazing Bull 2. Also, commercially it can de-risk the project to a certain extent – in a noisy industry with tight developer margins, proven winners are of great value! GF: Players enjoy returning to a title they have previously had fun with and this means that it’s much easier to predict the success of a title with the game releasing to a guaranteed player base as opposed to launching an entirely new IP. This limits risk and helps with player retention, with them continually enjoying slots from our portfolio, it turns players into fans of our brand as opposed to fans of your games and this approach is something we have had immense success with. BB: The main advantage is that you create brand loyalty and build a sense of trust. Online casinos might host 400 games and many players are looking for something that is familiar to them. A game series offers players familiarity and can remind them of good experiences with previous titles making them more likely to try sequels. There is also a big advantage for operators, as we can offer them a large portfolio of great performing games with the knowledge that there is more to come in the series. This builds trust from the beginning of our partnerships with operators and grants our slots a good position in their casino lobbies.


Does creating titles based around established IPs limit creativity or is there room for innovation? JP: There’s always room for innovation with any game regardless of their type. The basic DNA in any game remains very similar. What drives innovation more is the competition that exists in the industry. Today’s iGaming landscape remains heavily congested with a lot of talented studios out there, so you have to make quality games otherwise you risk falling behind. IK: That’s a perspective I’ve encountered, but from our experience, an established IP doesn’t inherently pose barriers to creativity. Instead, it provides a framework within which we can


operate. For instance, with Penalty Shoot-Out: Street, the nature of the game itself – being fast-paced – means we don’t have the luxury to delve into an elaborate storyline. It’s this concise story requirement that limits us more than the IP. An established IP can act as a guiding light, offering a foundation. This doesn’t confi ne creativity; it just directs it. We can still work broadly, explore different gameplay mechanics, introduce new elements, and ensure that the user experience remains engaging and fresh. All in all, while we cherish the original’s success, a sequel offers a promising avenue to innovate while capitalising on the foundations we’ve laid. PS: You’re always looking to be as creative and innovative as possible with any game, be it a sequel or standalone, so it doesn’t limit creativity, in fact, if there’s any game where you can directly replicate features and themes and specifi c moments from another game, it’s a sequel! There is always an element of staying faithful to the original work when creating a successful sequel but the balance between retaining enough of what made the original popular while delivering something new absolutely has to be struck. GF: There is always room for improvement and creativity and our latest sequel releases are a testament to that. Razor Returns is a great example of how we utilised existing mechanics whilst changing key elements to provide an enhanced experience for players. Its success has bolstered our drive to create more sequels and players will be delighted to see the future release of Wild Swarm 2, a sequel to one of the most popular games in our portfolio and Retro Sweets, which will be a sequel to one of our highest- performing recent releases, Retro Tapes. Sequels don’t limit creativity they provide a solid foundation to innovate. BB: A bit of both. It’s really important to distinguish the key thing to bring from the original game to any sequel. Characters, how they behave and look for example, and some established themes can limit the creativity a bit, but it’s possible to gradually deviate from it. Where to be innovative is with the mechanics and features where you can add new layers to the game while ensuring it’s familiar to players. By adding elements such as a buy feature, you can cater to a whole new player segment, while staying true to the original and represents what you want when creating a sequel.


GIO NOVEMBER 2023 17


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