Roundtable: Delving into the impact of slot themes

Christoffer Melldén, Bragg Gaming, Group Commercial Director Of Content 

With almost a decade of experience in the iGaming industry, Christoffer Melldén  has worked in commercial and account management roles with leading suppliers including Play’N Go, NetEnt, Real Dealer Studios and most recently Yggdrasil. In his role as Commercial Director Of Content, Christoffer has responsibility for Bragg’s content vertical strategy, relationships with key stakeholders and project management, driving this across the international regulated iGaming market. 

Thomas Schmalzer, Novomatic , AG VP Global Sales/VP Product Management 

Thomas Schmalzer joined Novomatic in 2016. As Vice President for Global Sales/VP Product Management, he is an established professional with more than eight years of experience in thegaming industry. 

David Fall, ELA Games, Business Development Manager 

With 5+ years of experience in iGaming account management, business development and sales, David Fall’s involvement in these roles has nurtured his people skills and given him a hands-on understanding of the pain points and needs of brands in the iGaming world. He built his brand as a slot streamer aka “David Plays Slots,” amassing thousands of followers on all social media platforms and creating a tight-knit community. This gave him a personal understanding of casino and affiliate operations and marketing. 

Christina Muratkina, Onlyplay, CEO 

Christina Muratkina is a dynamic entrepreneur and the CEO of Onlyplay, a prominent figure in the gambling industry since 2011. Her journey began as a programmer, where she honed her skills and developed a deep understanding of the technical aspects of the field. Despite her digital interests, Christina also enjoys the thrill of traditional gambling, particularly in land-based casinos. With a blend of technical expertise, gaming passion, and a love for life’s various pursuits, Christina Muratkina continues to make waves in both the digital and gambling realms. 

Renato Almeida, Director, FBM 

Renato Almeida grew up in São Paulo, Brazil and, after finishing his academic path, pursued an internship at NEC Brasil. He continued his professional journey at a bank automation company. In 1995, he joined Fabrica Brasileira de Máquinas Automáticas (FABAMA) as an Electronics Technician and worked at FABAMA for several years. After this experience, it was time to embrace a challenge at FBM® as a Technical Director, being later promoted to Vice President. Today, he is part of the Board of Directors and takes part in decisive matters that define the future of FBM® as a global gaming brand. 

Questions

How important are elements such as sound and visuals when designing slots? 

Christoffer Melldén: 

Sound and visuals are immeasurably important when designing slots titles; they are the bread and butter of basic slots development. The right visuals can really come to define the success of a title and how it’s received by players. It’s the same with the sound elements. Looking globally, there are visuals and music that appeal to specific types of players in international markets, and our role is to keep those preferences in mind when designing our content. Likewise, some regulated markets have specific regulatory requirements when it comes to the visuals which can be included, for example in the UK, where slots content must not have so-called child-friendly themes. It’s a similar story across many other jurisdictions. At Bragg, our slots development team works diligently to create visuals which engage but do not over-stimulate our players, while at the same time combining them with cutting-edge sounds and conforming to the regulations which govern the global iGaming market. 

Thomas Schmalzer: 

Elements like sound and visuals are crucial in creating immersive gaming experiences, which is why we devote considerable attention to these factors. From ambient sounds, background music and in-game sound effects to the tactile sounds created by pressing buttons or relaxing in a comfortable chair – all of these details contribute to a unique gaming experience. Appealing sound design immerses the player in the gaming world, evokes emotions, increases player engagement, captures their attention and elevates the overall gaming experience. Additionally, audiovisual design supports and conveys the game’s mechanics and features. For example, our latest Progressive Links use sound and visuals to accentuate features like Expanding Reels or other popular mechanics. 

David Fall: 

They are very important as those are the first elements the players will see. Quality visuals that are well designed and appealing to the eye is always a good way to engage with players, as they get used to the game and enjoy its features. Sound is also important and the aim is to have something that is easy on the ear, but also recognisable for the player. We should also remember that players, especially if they are on a losing streak, can get annoyed with certain sounds over a long period of time – so it is important to gauge that element of the game accurately. 

Christina Muratkina: 

Sound and visuals are absolutely crucial in designing slots. These elements are not just supplementary; they form the core of the player’s experience. High-quality graphics and immersive soundscapes can significantly enhance engagement and retention by creating an atmosphere that captivates players. At Onlyplay, we invest a lot of time and resources into perfecting the audiovisual aspects of our games, because we understand that they can transform a simple game into a memorable experience. Good sound and visuals also contribute to the narrative and theme of the slot, helping to draw players into the story we want to tell. 

Renato Almeida: 

Sound and visuals are critical in slot performance as they have a significant impact on player engagement and the overall experience. High-quality graphics and sounds create an immersive atmosphere, and are decisive factors in establishing the desired emotional connection with players, turning each spin into an exciting moment. At FBM®, we invest in these two elements to ensure our games stand out, capture players’ attention on the casino floor, and retain them in pleasant gaming experiences, complemented by engaging game mechanics. 

How much of a role does player nostalgia play when designing slot?

Christoffer Melldén: 

Nostalgia can be a significant factor in the design and development of slots, particularly in the conversion of titles which have a heritage in the land-based industry to the online environment. Players will be drawn to the titles they know and love, coming back time and time again, and that nostalgia is used by slots developers to develop similar, but at the same time new versions of the titles these players will love. In that way you appeal to both existing and new players alike. 

Thomas Schmalzer: 

Nostalgia plays a significant role in the gaming industry as it connects our emotions and memories, taking us back to when we first experienced a particular theme or product. This can create a strong sense of connection and loyalty to a brand. We are reviving our blue-chip titles such as Book of Ra™, Sizzling Hot™ and Lucky Lady’s Charm deluxe™ in different variations and mechanics. This modern game offering for globally recognised and proven titles is designed to resonate with a broad audience of players that already knows and trusts these themes. 

David Fall: 

It really depends on the company’s strategic goals and what they want to achieve with their games and players. Are they looking at being completely different and having games that are out of the so-called norm, or are they going to stick to more traditional formats? At ELA, we are somewhere in the middle. We maintain certain traditions, but also inject innovations so that our products feel familiar to players; when they experience the gameplay, they discover original features that they would not get with other slots. Few of our games have been created with nostalgia in mind, but as I mentioned, it comes down to each strategic roadmap and goals. 

Christina Muratkina: 

Nostalgia plays a significant role in slot design. Many players have fond memories associated with certain themes, characters, or even specific visual and auditory styles. Tapping into these emotions can create a powerful connection between the game and the player. At Onlyplay, we carefully consider how we can incorporate nostalgic elements without making the game feel outdated. This often involves blending classic themes with modern gameplay mechanics and updated visuals to provide a fresh yet familiar experience. 

Renato Almeida: 

Player nostalgia can be a powerful trigger when creating successful slots or other products in the different casino gaming categories. Nostalgia is an effective way of connecting with the emotional side of players, appealing directly to their memories, and resonating in their minds and hearts, resulting in deeper bonds with the game. In FBM’s slots portfolio, for example, we have Fruit Picnic, a game from the FBM Spin & Win collection, which uses iconic symbols of the slot category, such as fruits and bells, to establish this nostalgic connection within a modern slots experience. By blending classic elements with modern features, game providers can evoke fond memories while providing refreshing and joyful entertainment sessions. That is the power of player nostalgia: attracting seasoned players while introducing a new generation to beloved themes, thus achieving a broader appeal. 

Why do certain themes consistently resonate with players?

Christoffer Melldén: 

There will always be certain themes that resonate more with players over others. Players want jackpots, players want many ways to win, players want to have the best playing experience possible and we’re developing the types of content with the themes that players love. 

Thomas Schmalzer: 

The key point is that while good game mechanics are important for a well-rounded and enjoyable game, the theme is what initially attracts players and keeps them engaged as the game progresses. Storytelling is also an essential element for a product’s success in the gaming industry. Experience and trust are key factors. Some themes, such as lucky symbols, fruits, mythical places and deities, have been popular for years across various manufacturers, maintaining a strong market presence. 

David Fall: 

Great marketing and communications play their part, but high-quality game mechanics and design are probably the key factors in determining the success of a game. Once a game becomes popular, other studios will use similar themes and the original game’s reputation will also grow from there. 

Christina Muratkina: 

Certain themes consistently resonate with players because they tap into universal experiences, emotions and fantasies. Themes like adventure, mythology, and treasure hunts are perennial favorites because they offer a sense of escapism and excitement. At Onlyplay, we pay close attention to what resonates with our audience and why. We analyse trends, gather player feedback and look at cultural phenomena to understand what themes will continue to captivate players. Consistency in these themes provides a reliable foundation upon which we can innovate and add new twists to keep things fresh. 

Renato Almeida: 

The success of a slot can have multiple explanations. Certain themes consistently resonate with players because they tap into universal emotions, cultural symbols or narratives that are appreciated. Themes like prosperity, adventure or mythology have timeless appeal and offer players an escape into thrilling worlds. Nostalgia, as discussed earlier, or a particular game mechanic introduced by a popular feature, are other factors that can justify continuous top performance. At the end of the day, based on our experience at FBM, I believe what truly makes a difference in launching themes that consistently resonate is how deeply the game provider understands the audience. When this level of understanding is high, the chances are greater that the themes will align with the deep-rooted interests of players and connect on a personal level with a diverse audience. 

Is it essential to always create new-to-market slot themes?

Christoffer Melldén: 

Absolutely, the global iGaming market is expanding every day; we’re seeing new markets choose to regulate iGaming, while others introduce new amendments to existing regulations to encompass new verticals. Player demographics, preferences and habits also change over time and, as a provider of iGaming content, we need to be aware of these changes and provide content accordingly. We do this by collecting data on players, their preferences and responding to these shifts. 

Thomas Schmalzer: 

Slot themes are a big part of the casino world, both online and land-based. To make a slot game stand out, you need to create engaging themes to capture players’ attention and sustain their interest. In addition, the right blend of different mathematical aspects and features is essential to contribute to a game’s success. Game development is very fast paced nowadays, hence  

the output of products is larger than it was ever before. Everybody is trying to be creative and hit the sweet spot in player preference. Within this environment, we always strive to stay at the forefront of the industry. Achieving the right game mix is crucial for success and further establishment. 

David Fall: 

Yes and no, but more generally the question ties back to the issue of nostalgia. You want to create new games with new features, designs and mechanics, but you also want to release updates of games that have been successful and that players will recognise. They can include tweaks and modifications to keep the original feel with some extras added. It’s about being smart, understanding what players want, what they already like and catering to that demand. 

Christina Muratkina: 

Innovation is essential in the gaming industry, including slot games. While it’s important to have staple themes that players love, creating new themes keeps the market dynamic and players intrigued. At Onlyplay, we strive to balance the familiar with the new. Introducing fresh themes allows us to explore different narratives and gameplay mechanics, keeping our portfolio diverse and appealing to a broader audience. It’s this blend of innovation and tradition that helps us stay ahead in the competitive gaming market. 

Renato Almeida: 

Innovation is fundamental for any casino gaming company that wants to prosper and achieve long-term success. By innovation, I do not necessarily mean creating brand-new gaming experiences from scratch all the time, but rather continuously analysing the markets where you operate and acting swiftly to launch products that add value to the existing offerings. At FBM, we believe in slots that combine disruption with reliability and high performance. We bring new thrills to the reels by reimagining gaming experiences with the introduction of modern features, fresh twists, thematic games or collections, or any product that makes sense for the casino operators we aim to impact and their clients. It is crucial to regularly refresh the slots portfolio, but even more important is to ensure that each launch is a lucrative product for the casino operator, and a source of excitement and entertainment for their players.