HIGH 5 GAMES


Getting to know: High 5 Games


Senior Director of Business Development,


Nick Chin, introduces us to the industry’s largest independent casino games provider.


Nick Chin


CIO: Who are the key personnel behind High 5? NC: Tony Singer is the CEO and – in the US casino industry – is considered a legend. He was there from the beginning twenty years ago when video slots transformed land casino floors, bringing a popular illustrative art style to games with fruits and bells. He also introduced innovative features that have gone on to become commonplace, giving different types of wins that feel visceral to players: super stacks, split symbols and tumbling reels. We take these for granted now. At the time they were transformative. Tony’s second act was to bring slot games to Facebook – to social casinos where people play with virtual coins for free, initially, but where they will then pay to play more. Many considered it crazy then but today it is a multi-billion-dollar business and, for High 5, a significant source of revenue. He has also been an iGaming pioneer, bringing High 5 Games’ 300+ game portfolio to online casinos.


Tony Singer


This includes not just the well-known IGT titles, such as Da Vinci’s Diamonds and Golden Goddess, that we created and hold digital rights to, but the new products, ones that he gets excited about every day, including game engines that bring new types of bets, promotional features, as well as innovative types of gameplay. There’s also data tools and insights that High 5 has  casino space that we have not seen in RMG. We will be bringing these to market over the coming months. This has led to High 5 Games becoming the industry’s largest independent casino games provider, developing content for the land-based, mobile, online and social markets. Our fast-expanding games portfolio is enjoyed by players across six continents and in more than 150 countries.


As Senior Director of Business Development my focus is on building our RMG online games footprint in all markets. I work with Lauren Gazneli, Senior Manager, Client Partner, and together we operate from Gibraltar, Malta, UK and New Jersey. On graduating from Cambridge University, I joined High 5 as an art director for one of their new game studios. I transitioned to Business Development, working first on B2B land and social.


CIO: What’s High 5’s ‘mission’? Lauren Gazneli 68 JUNE 2019 CIO


NC: For RMG, the goal is to bring out products that will dominate the market. Hits. On land, we experienced this with Golden Goddess and Da Vinci Diamonds, and they hit the same heights in the social


CIO: What is your approach that gives you the edge over your competitors?


NC: Most game studios produce one-to-four games per month, usually repeating a style of play from the


casino world on Facebook as soon as that space opened up. We are putting in place the infrastructure and distribution globally to now deliver the next hit for our RMG operator partners.


CIO: What’s your elevator ‘pitch’ describing High 5 in this crowded igaming space? NC: Haven’t you heard? High 5 is Europe’s vast untapped pool of casino content. Both land-based hits, plus new games loved by 18 million slot players online. Partnering with us, you immediately get a robust pipeline, with exclusives, promotions, and content for new markets. Can you press the lobby button, please?


CIO: You’ve existed a fair while compared to many in our sector; what have been the key changes you’ve seen, and how have you had to change the company to react to this?


NC: Slot players are slot players, whether they play in a casino, on Facebook, or online. They want to win. And they want to be entertained. They are incredibly loyal to that one game that has always been good to them, but they also want to also try something new from time-to-time. This has not changed. In iGaming, we are still developing our reputation, but we come with 20 years’ experience of making hit slot after hit slot.


We see things that have worked on land, social, or in New Jersey, that we know will work for RMG online. Things we only see and know because of our extensive experience. Much of this is stuff behind the hood; data tools, bet types, promotions. We are also learning there are characteristics to online gaming we need to adjust to, mobile portrait mode play, for example, and then the smaller, nuanced things, like types of jokers in Finland, and the right seasonal themes. That’s why we have a team of more than 100 artists and developers, so we can react fast and nimbly to the market and localize our games.


CIO: What do you think makes High 5 different to others offering similar services?


NC: We focus on giving real slot players a “ride” that keeps them coming back; proven math and polished art.


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