How popular have the games associated with Vinnie Jones been compared with your other slots?
Our first title in collaboration with Vinnie Jones was The Crown and that was obviously received very well by players – so much so that we’re planning to launch a brand-new version, The Crown Reloaded, specifically for the UK market in 2024. While I don’t think having a big-name celebrity associated with a game is necessarily make-or-break in terms of its success, there’s no doubt that having such an endorsement attracts players who might not have otherwise been interested in a particular release. If proof of this were needed, you need only look at the impact Vinnie had at ICE last year, where hundreds of people flocked to our stand to meet him, have their pictures taken and get his autograph. Moments like this show there’s a real interest in Vinnie – particularly in the UK market – and we’re expecting The Crown Reloaded and our other collaborations with him to become really big hits there.
Richard Brown is set to start as Glitnor Group CEO in January. What experience and expertise will he add to the role and how will his appointment help the group going forward?
Richard obviously arrives at Glitnor Group with a wealth of experience in iGaming. Having worked for 13 years at various C-level, senior and managerial roles across our industry, he’s already demonstrated that he knows exactly what it takes to deliver exceptional results while building a culture of performance-oriented excellence. In particular, the success he’s achieved in his time as CEO of Gaming Innovation Group (GiG) proves that he has all the tools at his disposal to help us take Glitnor Group to the next level. As such, everyone in the team is super excited to be working with him and we’re really looking forward to the positive impact his appointment will have on the business. We believe he’ll play a pivotal role in helping us grow our brand as we look to enter more regulated markets in 2024.
While I don’t think having a big-name celebrity associated with a game is necessarily make-or-break in terms of its success, there’s no doubt that having such an endorsement attracts players who might not have otherwise been interested in a particular release
The last few months has seen Swintt expand further in Europe, including most recently in Lithuania and the Netherlands. What’s next for the company?
Both Swintt and the Glitnor Group as a whole are 100% aligned on the fact that we want to be present in as many regulated markets as possible. While we’re incredibly proud of the success our leading B2B brand has had in the Netherlands – where our exciting catalogue of SwinttPremium games has already proved a huge hit with players – we don’t simply want to stop there. Over the next few months, we’ll be laser-focused on launching in the UK to complement the upcoming releases we have planned with Jones, but we’ll also be looking to make in-roads into the North American market by entering Ontario. Beyond that, we plan to be present in other markets including Romania, Bulgaria and Greece later in the year, all of which will help contribute to raising the profile of Swintt.
Swintt has recently signed a couple of major partnerships. How important are deals like this to ensure the brand’s continued growth in the industry?
All of the distribution deals we’ve announced in recent months have been amazing in terms of raising Swintt’s profile in the industry. We have a clear mission statement to try to offer our games to as many players in as many regulated markets around the world as possible, so consistently teaming up with well-known companies plays a vital role in helping us introduce our brand to new audiences. Essentially, we want to secure as many partnerships with tier-1 operators as we can, as this is the most sure-fire way to ensure our games receive the distribution they deserve. We’ve already seen a pronounced uptick in revenue off the back of our recent deals, so we’ll be looking to build on this positive trend by collaborating with even more big-name brands in 2024 and beyond.
The plan for 2024 – much like it would be for any other year – is simply to keep growing
Tell us about the company’s latest releases?
During Q3 of 2023, Swintt has enjoyed phenomenal success in the Netherlands and Germany, where our SwinttPremium games have proved to be incredibly popular with the majority of players. As such, we’ve been heavily focused on strengthening our Premium line-up, with Extra Win X Pots probably being one of the top five games we’ve released over the past few months. Going forward, however, we want to continue to ensure that Swintt caters for as many players as possible, so we’ll be putting an equal amount of emphasis on building up our collection SwinttGames. On this front, our recent release, Jade Blade XtraSplitTM, was another popular addition to our Xtra series of games and introduced an innovative splitting reels mechanic that players really seemed to enjoy. As such, we’ll continue to build both product line-ups in the coming months to give even more variety to customers.
What are Swintt’s plans for 2024?
The plan for 2024 – much like it would be for any other year – is simply to keep growing. As we’ve expanded as a business, there’s obviously been an increased demand placed on our platform from customers, so one of the first things we aim to do is upgrade our systems so we can offer them better tech support. Beyond that, we intend to expand our current SwinttStudios line-up by onboarding several new software partners next year and we’re also looking forward to releasing two new games in collaboration with Jones. One of these will introduce a new Xtra feature to players, enabling us to further strengthen our SwinttGames line-up, but we also plan to add a number of new Premium releases to our roster based on the huge success we’ve been enjoying in markets like the Netherlands.
