LOOKING FORWARD Thunderkick:
Why franchises will defi ne 2026
Franchising has emerged as a key trend in the iGaming industry as suppliers look to build brands around familiar themes and mechanics. Thunderkick’s Head of Marketing, Johanna Backlund, explores the reasoning behind this shift in product roadmaps and whether we can expect more of the same in 2026.
THE FINE LINE BETWEEN FAMILIAR AND FORGETTABLE The decision to turn a single slot into a series is a complex one, which involves real consideration. Naturally, performance is the main touchpoint. You cannot justify building a sequel when there was little demand for the original. However, there is often more nuance to the process, which extends beyond the raw numbers. Some games generate a small but passionate following. While that release might not be a top performer on paper, there is value in giving that loyal player base more of what it wants. Being too heavily invested in commercial data could result in you missing the creative spark that can turn a core concept into an iconic franchise.
Johanna Backlund C
ompetition for player attention has never been more intense. The release cadence of major suppliers has ramped up, and new studios are being established on a regular basis. This is reflected in the saturation of casino game lobbies, which are inundated with new products daily. Standing out in this environment is incredibly tough, especially when you are attempting to bring a new concept to market.
This is a key reason why many are turning
to franchises. Building on a successful release with a sequel is an effective way of cutting through the noise, combatting game discovery challenges, and appealing to short player attention cycles. Turning an original idea into a brand in its own right can ensure new releases hit the ground running by appealing to existing fans.
WHY FRANCHISING MAKES COMMERCIAL SENSE
Familiarity is a win-win scenario: players get more of a theme, character, or mechanic that
16 JANUARY 2026 GIO
was particularly resonant, while it also negates the unknown for operators, who can assume that a sequel will have a ready-made audience as a result of the original’s success.
For suppliers, franchise releases benefi t from reduced acquisition costs. Fewer resources are required to promote the product as players are typically already familiar with the brand and understand how the game works. This lower learning curve can accelerate adoption, with stronger day-one performance fuelled by this existing recognition a major plus point for operators.
It is important with any game brand evolution to strike the optimal balance between familiarity and freshness. Change too much, and you can alienate those players who made the first game a hit. Failure to move the concept forward adequately can also have negative repercussions, potentially leading to players returning to the original. The aim is to give franchise fans a reason to trial the new game, as well as ensuring it stands out on its own for those discovering the series for the first time.
Twenty twenty-six will continue this shift from isolated games to evolving worlds, with the rise of deep, immersive worlds not only affecting product development but also redefining how brands connect with their audience. Those studios that thrive over the next 12 months will build IP content with layers, personality, and room to grow, creating richer environments that turn storytelling into a strategic advantage.
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