KEY MARKETS Slingo – Appealing to US players Ian Robson, commercial account manager, Gaming Realms talks about its focus on US expansion.
on expanding into those markets and mirroring the success we have found in already regulated parts of the US.
Slingo’s origin can be found in the US, how do you ensure the format remains popular and innovate upon what has become a player-favourite mechanic?
With numerous providers making their debut in the US simultaneously in recent years, how has your entry been into the market?
Slingo as both a game mechanic and brand that’s been long established in the US which has really helped us as we’ve continued to grow and expand in the region over the last few years.
Eight years ago, we launched Slingo into real money iGaming in New Jersey, where we are now live with almost every operator in the state. We have since been licensed and launched our offering in Michigan, Pennsylvania and Connecticut with West Virginia to go live very soon. Our content is now familiar to a wide audience, and we have established a strong presence in the US with leading operators. North America represents one of our leading territories and continues tobe top priority - we’re still experiencing a lot of growth in the region. As talk of new states opening in the near future increases, we will very much focus
10 MAY 2024 GIO
The Slingo mechanic is well-known and it’s important we don’t stray too far away from that proven concept that players continually seek out. Having said that, we always try to innovate by adding new bonus rounds, game styles or IP to each new title while keeping with the backbone of what people recognise and enjoy at the core of each game. Our approach around IP and creating Slingo titles based on already proven slots games or themes offers us a great opportunity to evolve, explore new formats and to further innovate our content, which has been hugely popular. Partnering with established IPs presents a multitude of advantages for Gaming Realms, our operator partners, and players alike. We carefully select IPs and franchise brands that empower operators to differentiate their offerings, resonate with player preferences, possess sufficient depth for game development, and complement the Slingo mechanics to create an engaging gaming experience.
Whether sourced from other mediums like video games, exemplified by Slingo Tetris, television classics like Slingo Deadliest Catch and Deal or No Deal, or popular slot titles such as Slingo Capital Gains or Lobstermania, our goal extends beyond creating Slingo adaptations. We aim to expand these franchises while delivering enhanced entertainment for their passionate fan bases.
How do IP-inspired Slingo titles like Slingo Capital Gains and Slingo Hot Roll contribute to your overall growth strategy in the US market?
Massively so! These are some of the leading titles in the market and like any collaboration, they work hand in hand to attract players from both verticals of the gameplay presented - slot and Slingo. We plan to continue with this approach by working with the right, carefully selected partners in collaboration on branded games. We also ensure our own in-house games and mechanics that feature in titles such as
the highly anticipated Slingo River Re3ls and Slingo Day of the Dab are getting full focus as we identify new innovation opportunities. Slingo has established itself as a genre in its own right and developing mechanics that complement its pioneering nature will be crucial for us going forward, including freerounds and free spins, and our engaging collect features. By evolving the slots and bingo blend that Slingo is rooted in, we can expand upon gamification elements that we will reveal throughout the year.
Slingo has expanded beyond slots spanning multiple different verticals, how does this diversification impact brand recognition? Diversification is key to expanding our brand and one of the key aspects of Slingo is its ability to successfully cross-sell from different verticals such as sportsbook and bingo. This has opened the door for us to be able to create some really exciting Slingo titles in partnership with sports powerhouses such as the Detroit Red Wings and New York Jets; which can only expand the scope and reach that Slingo already has.
Which titles are most popular in the US and why?
The top 10 list in the US includes a mix off games. IP titles like Lucky Larry’s Lobstermania, Deal or no Deal, and Cleopatra are crowd pleasers and have underpinned the mass market appeal of Slingo within the US – while attracting new audiences. They are already significant brands in the casino slots space, coupled with the Slingo branding and mechanic offers players something to relate to and allow them to experience the games in a new way. Other top titles include XXXtreme, Book of Slingo, and Slingo Fire & Ice, all providing a great range of mechanics, bonuses and game styles that appeal to players.
As an established supplier in Europe, many of the games that are now available in North America have previously been released and tested in other markets. We have had the opportunity to experiment with innovate game concepts and themes, market them properly throughout the player lifecycle, and then leverage the data for future designs which is hugely beneficial as we enter any new region.
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