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Should studios develop online slots that appeal to younger audiences?
Over the last few years, there has been an intense spotlight shone on gambling-related harm. As much as we all enjoy playing online slots, we’re well aware of the risks associated with the much-loved pastime.
One specific area of gambling-related harm that’s received plenty of attention is the issue of young people being exposed to gambling, mainly due to a steep rise in the popularity of loot boxes in games such as FIFA, League of Legends and Overwatch.
However, loot boxes aren’t the only thing that’s been a cause for concern in the last few years. Critics have pointed out that a handful of developers have created online slots that may appeal to young people and that some slot sites use them in a bid to attract new customers.
We wanted to take a closer look at this and discover whether in fact studios (and slot sites) are getting a little bit too close for comfort when it comes to slot design, or whether anti-gambling lobbyists are making more of a splash than is necessary.
Naturally, this piece has to start by looking at branded slots, as they have ultimately become the catalyst for this debate. Prior to pop culture seeping into casino games, most titles were similar to each other, themed around fruit machines, Las Vegas and other generic themes. That is until branded slots began to make their mark…
The rise of branded slots featuring popular characters
Back in the early-to-mid 2000s, branded slots slowly began appearing in casinos across the internet. Most of these titles were based on IP that was intended for a mature audience.
At this time, some of the most popular slots included Scarface, Creature from the Black Lagoon, Frankenstein and Dracula, and it’s not hard to see why these video games and movies were selected to become online slots.
With more than a decade of success under their belts, many of the top online slot developers have amassed enough money and notoriety to licence some of the most popular films, television shows and video games that have ever existed, meaning more eyes on their slots.
As a result, the preference towards using mature IP has faltered and more branded online slots have been developed that feature widely recognisable characters from mainstream pop culture.
Classic movie characters such as Tony Montana and the Creature from the Black Lagoon were replaced by more recognisable faces such as Mr Monopoly, Rick and Morty, Stone Cold Steve Austin, Gordon Ramsay and the delightful duo of Sloth and Chunk from The Goonies.
The risks of creating slots that appeal to younger audiences
As is to be expected, some of the most popular slots right now are branded, featuring many famous faces we all know and love… And we’re hardly surprised – players look for trust and familiarity when they’re spending real money to play these games.
Many say that the issue with familiarity is that it puts young people who may have access to an online casino account at heightened risk. It’s easy to imagine them being drawn to online slots that feature characters and IP that they’re already familiar with and passionate about.
Games such as WWE Legends: Link & Win, Street Fighter II: The World Warrior Slot and Rick and Morty Wubba Lubba Dub Dub are all quite capable of attracting young players on brand name recognition alone, despite being marketed at a mature audience.
Another risk that isn’t as widely considered is the fact that these games can appear high up in the results for certain search terms on Google (and other search engines). For example, someone searching for The Karate Kid, The Goonies or WWE could end up finding themselves at an online slot site.
A real-life example of this took place in September 2019 when 32Red had two of their paid-for Google advertising campaigns banned by the Advertising Standards Agency in the UK when their adverts for NetEnt slot Jack and the Beanstalk appeared at the top of Google, despite being a search term heavily used by children.
The rewards of creating slots that appeal to younger audiences
Despite making some valid points in the previous section, it’s quite evident that the risk posed by slots featuring pop culture icons are minimal. Yes, the risk is there, but there’s no clear evidence a gambling epidemic has or will be caused by the inclusion of familiar faces.
If this was the case then we’d currently have a whole generation of online slot players that were drawn in and hooked by slots such as Lara Croft: Tomb Raider in 2004 and Hitman in 2007… We can quite confidently say that we know that not to be the case all these years later.
As mentioned, the only real risk comes when due diligence is not done by those advertising the games independently. However, there are multiple tools in place on multiple platforms that ensure that gambling advertising does not get in front of the wrong eyes.
Developing games that appeal to a new generation of online slot enthusiasts is just smart business and not necessarily a bad thing at all. There’s a very good reason that we keep seeing more and more branded slots hit casino lobbies on a monthly basis, and that’s because they go down well with players, developers and operators alike.
Like every other industry out there, innovation needs to happen in order for organisations to remain competitive, especially in such an ultra fierce and cut-throat industry as iGaming.
If online slot developers such as NetEnt, Blueprint Gaming and Play’n GO continued to develop and release tired, old-fashioned Irish and Egyptian themed slots on a regular basis then they’d likely lose players to more innovative sectors of the iGaming industry such as live casino.
As avid fans of online slots ourselves, we genuinely believe that creating slots that primarily appeal to Millenials and a portion of Gen Z is the best way to ensure online slots remain fresh and enjoyable. It’s down to operators and affiliates to ensure that these slots are marketed to the right audience and keep them out of harm’s reach.
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Expanse Studios (GMGI) Secures ISO/IEC 27001:2022 Certification
Expanse Studios, the iGaming division of Golden Matrix Group, Inc. (Nasdaq: GMGI), proudly announces its recent certification to the ISO/IEC 27001:2022 standard, which demonstrates globally leading data security standards.
This globally recognized certification reinforces the Group’s dedication to safeguarding confidential information, client trust, and strengthening its competitive position in the iGaming industry.
The ISO/IEC 27001:2022 standard establishes a rigorous framework for managing and protecting information security across all operations. By attaining this certification, Expanse Studios has implemented a comprehensive Information Security Management System (ISMS) that ensures the confidentiality, integrity, and availability of data. This certification goes beyond compliance and assures our clients and partners of our stringent security protocols, protecting against cyber threats and unauthorized access.
“Achieving the ISO/IEC 27001:2022 certification marks a significant milestone in Expanse Studios’ journey. This certification not only reinforces our security framework but also highlights our commitment to upholding the highest standards of trust and integrity for our clients and players worldwide.”, said Damjan Stamenkovic, CEO of Expanse Studios.
In an industry where information security is paramount, ISO/IEC 27001:2022 certification demonstrates Expanse Studios’ proactive stance on cyber risk management and adherence to international best practices. The certification process included comprehensive evaluations, audits, and stringent checks, all contributing to a secure environment that benefits our clients, players, and business partners.
ISO certification assures the clients that Expanse Studios operates with top-tier security mechanisms, solidifying the role of the GMGI entity as one of the most trusted and compliant partners in the iGaming sector.
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Almedia Hires 17 New Staff Fuelling Exponential Growth
– Powering the next generation of rewarded user acquisition –
Almedia, the data-driven platform engineering the future of mobile gaming user acquisition – today proudly announces a major hiring wave which includes over 17 people from leading global tech and gaming brands. The new hires are essential to Almedia’s ambitious strategy for achieving exponential growth across Europe and Northern America over the next 12 months.
The new team members will join an already established team, based in Berlin, with a current headcount of 80, supporting a global client base of mobile game developers and publishers. The expanded team joins established departments including product development, marketing, account management, fraud, and talent acquisition. The 17 new hires will drive Almedia’s core mission: elevating user acquisition to new heights and engineering the future of intelligent engagement.
Moritz Holländer, Chief Executive Officer and Founder at Almedia, commented: “Since 2020, we’ve been at the forefront of rewarded user acquisition, and our services and results are being embraced by the global mobile gaming industry, by companies such as Playtika, SuperPlay, Plarium, and Monopoly Go. Team Almedia is witnessing real-time exponential demand for its rewarded UA services, hence we have a robust scaleup roadmap in place to help us manage demand.”
He added: “What we’ve proudly achieved in four years is quite remarkable. With zero funding, a highly profitable organisation, we are humbled to be assembling a true dream team for the global mobile gaming industry. We are thrilled to welcome the latest waves of new hires to the team, which will help us to further establish our brand as the most credible, data-driven rewarded user acquisition company in the world.”
The new hires include
- Andrey Shilin, Lead Product Manager
- Holly Pickerell, Workplace and Culture Manager
- Sabina Halilovic, Fraud Analyst
- Alexander Rasch, Senior Finance Manager
- Alisson Paschoal Hausmann, Senior Mobile Developer
- Anthony Clement, SEO Manager
- April Chen, Senior Customer Success Manager;
- Benedikt Roth, Lead User Acquisition Google Ads Manager
- Caroline Sobkow, Talent Acquisition Partner
- Federica Stiscia, Senior Gaming Partnership Manager
- Marc Hammes, SEO Manager
- Mapa Vega, Senior Talent Acquisition Partner
- Pablo Herranz, Senior Talent Acquisition Partne
- Ravisankar Chinnam, Senior Frontend Developer
- Kutay Akalin, Data Scientist
- Aleksei Smagin, Junior Affiliate Specialist UA
- Neil Laverty, Senior Customer Success Manager
Almedia currently has a range of positions open across operations, talent, product, marketing and more. To learn more about careers at Almedia, visit the jobs section on the website.
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Huge Jackpot at King Billy Casino: C$3,658,306!
King Billy Casino, launched in 2017, has had some impressive players wins during the “reign of King Billy”. A few of them include Live Game winnings of €135,223, daily winnings from 2 or more slots of $164,000, and €250,000 won on a single spin. However, the latest win by a King Billy Casino player dwarfs every big win that has come before this. Actually, it’s bigger than all previous big wins combined for the operator!
Because, we are talking about C$3,658,306.
This amazing six-digit number was the result of a player going on a safari in her (and millions of other players) beloved Mega Moolah progressive slot from Games Global. In an autumn, the player stepped into eternal summer by wagering a small C$6,25 bet and winning 562.816 times her bet! This is the power of Mega Moolah, as evidenced at King Billy.
King Billy people had only warm words for the occasion. A representative of the casino has stated: “We are elated, for this huge big win. We can never forget that our first big win, many years back, was more than 200,000 Canadian dollars, so we have special ties with the region. And it’s now amazing to see our VIP-player making such a cashback and echoing that big win! Congratulations to our player”.
A few words about Mega Moolah. It was an Internet sensation when it was launched with its beautiful graphics and sounds, and immersive gameplay and it is a sensation today, still going strong after almost 20 years. The slot, which has spawned more than 20 variations, and has given millions in cash to players all over the world (including 5 millionaires in 2024 alone) features 4 types of jackpots that make it stand out from the competition.
About Games Global
Games Global is a supplier of the online gaming industry delivering force and direction to gaming with more than 1,300 top class games. The company has made a commitment to deliver the industry’s more disruptive ideas and compelling data-driven gaming experiences. Games Global features a total of 40+ partnered and in-house studios, services 600+ branded websites and boasts record-breaking jackpots with its worldwide network.
About King Billy Casino
Established on St Patrick’s Day in 2017, King Billy is a renowned new generation casino with more than 26 awards and accolades. The casino is available in English, German, French and Finnish, and created a unique user experience, building on the theme of King Billy and his Kingdom. King Billy ensures that all its players, “Citizens” in the casino language, receive the care and attention they deserve.
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