Interviews
Aurum Signature Studios: Fifth anniversary Q&A
Established in South Africa in 2019, Aurum Signature Studios is a supplier with a strong reputation for developing bespoke and custom content for operators around the world. Over the last five years, not only have they created more than 75 market-leading titles, but they are responsible for iconic titles such as 9 Jokers of Fire, Casino Rewards 20 Year Celebration and House of Jokers.
As Aurum celebrates its fifth anniversary this year, European Gaming spoke to Madelein Ozok, Head of Aurum, to take a deep dive into what has made the studio successful during this time and discuss what is on the horizon.
Congratulations on celebrating your fifth anniversary as a fully-fledged studio! Can you start by giving us an insight into how the journey began?
Thank you! I am extremely proud of Aurum Signature Studios and itâs fantastic to celebrate our five-year anniversary this month, having established the studio in January 2019. We are specialists in developing bespoke content that meets the specific needs and preferences of both players and operators, something thatâs also hugely important to Games Global.
In a world with endless content, we saw that customers were asking for something that their competitors didnât have, and thatâs where we come in. We have carved a fantastic niche out for ourselves and have ultimately been able to give customers a competitive advantage.
Many studios donât ever make it this far, how important was it that you built a strong, dependable and close-knit team to keep the company firing on all cylinders?
Iâm very lucky to have such an incredible team at Aurum, probably one of the best in the industry! I was in a fortunate position where I could handpick each team member individually, so I know that they all bring great talent to the table and to every bespoke creation.
Each person is talented in their own right, but the epitome of our long-term success has to be the tight-knit family culture that weâve fostered over the last five years. As the team has grown, weâve ensured that each new member both fits and adds to our culture, holding our values close to them. The entire Aurum team is supportive and collaborative, and each is driven by the desire to improve in everything we do.
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Aurum has built a strong reputation for developing bespoke games, talk us through your creative process and how you tailor each game for its intended audience.
Developing a bespoke game is a collaborative effort between ourselves and our customer from the very start of the creative process, right through until the player takes the first spin.
Our bespoke games are a combination of what works well globally, what is trending right now and what works well for their market and players. We use this data to guide customers and what we believe will be a winning game for them.
At the early stage, data analysis is a key indicator for our team to gain an important understanding of what has worked well for the customer in the past. From there, we create several concepts that are displayed on a mood board which are carefully analysed and approved.
Once we have the core ideation sorted then the mathematics follow. Aurum has access to the best-performing math engines from Games Globalâs exclusive studios, such as Immortal Romance, Mega Moolah, Power Combo and Epic Strike to name a few. We offer a range of options for the customer to choose from, keeping the best performing mechanics for their market and players in mind.
Once weâve come to the end of the creative process and the customer is happy that the game meets their needs creatively, as well as expectations from a performance basis, weâll share a comprehensive marketing pack to support game promotion, ensuring that it is smoothly rolled out to players and that it performs as best as it can.
This holistic, collaborative approach to understanding and fulfilling our customersâ vision has proven a success time and time again, with games such as BV Groupâs 9 Bubbles Pop exceeding expectations. Itâs also helped us ensure our localized content hits the spot with players in specific markets, such as NLOâs Netherlands-targeted 9 Jokers of Fire, as well as Danske Spilâs Danmarks Vikinger and hugely successful follow-up Danmarks Vikinger 2: Power Combo, tailored specifically to the Danish market.
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You’ve developed a whole host of Mega Moolah and Maple Moolah slots over the last few years. How satisfying has it been to play a big part in the history of such an iconic jackpot?
Considering the Mega Moolahâą network jackpot has deservedly earned its place in the iGaming history books, itâs been fantastic to deliver numerous bespoke titles to individual customers, as the jackpot significantly elevates the player excitement. As a studio we have been lucky to bring the Mega Moolahâą brand to life collaborating with the likes of William Hill, Napoleon Sports and Casino, and ComeOn.
Whatâs more, we were incredibly lucky to have become the first studio trusted to develop a sequel to Mega Moolahâą, which is available exclusively to Games Global customers in all key jackpot markets. We were also the first to create a Maple Moolah title, debuting the Ontario-ringfenced jackpot in the quirky steampunk themed Gold Factory Jackpots.
As you can imagine, we are extremely proud of these achievements and love being part of the great success associated with these mammoth progressive jackpots, helping to extend their reach to even more operators and players globally.
If you had to pick one just thing, what has been the crowning achievement for Aurum Signature Studio to date?
Goodness, there have been so many incredible moments over the last five years and itâs genuinely difficult to know where to begin. Weâre proud of every single game we have created, especially those that have been top performers in their respective markets.
If I had to pick just one of our 75+ games, it would have to be the very first Mega Moolahâą title we were tasked with creating for a top operator during our first year of business. It helped put us on the map and allowed us to showcase what our incredible team were capable of doing, both creatively and technically, and from a performance perspective.
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What are your goals for the next five years? What would you like to be looking back on with pride on your tenth anniversary?
In April 2023 I took on an additional role as Head of Bespoke and Custom Games, collaborating with other exclusive Games Global studios to deliver even more bespoke content to our customers across the globe. We have already enjoyed great success with these collaborations so far but itâs imperative that we continue to grow this side of the business, meeting the ever-growing demand for targeted, top-tier content, whilst helping customers to exceed their market ambitions.
Africa
SmartSoftâs expertise and future vision for the African market
In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, first ever flying crash game by SmartSoft – JetX emerged as a standout game, particularly gaining substantial traction in Africa. This article provides an in-depth examination of JetX, a popular online crash game, and explores the expertise behind its creation. By focusing on the gameâs features, the developer SmartSoft Gaming, and insights from an interview with the Vice President Commercial, we aim to highlight the factors contributing to JetXâs success and its impact on the gaming industry.
About SmartSoft Gaming
Founded in Georgia in 2015 by industry experts, SmartSoft set out to create a one-of-a-kind casino games provider that offers high-quality gaming experiences worldwide. By combining interactive features with captivating visuals, we blend gaming and gambling to deliver more engaging, entertaining, and superior experiences. Our mission is not just to attract players but to enhance their enjoyment.
To gain further insights into the development of JetX and the vision behind its creation, we spoke with the Vice President Commercial of SmartSoft.
Rusa Javakhishvili Vice President Commercial of SmartSoft shared insights and analytics from African countries, and outlined future plans. Rusa joined SmartSoft two years ago as Head of Finance and Strategic Projects. In early 2024, she transitioned to the commercial side as Head of Account Management, and is now Vice President of Commercials, overseeing several regions, including Africa.
What was the general concept and inspiration behind JetX?
In recent years, the online gaming landscape has witnessed a surge in innovative and engaging titles that capture the interest of players worldwide. Among these, JetX has emerged as a standout game, particularly gaining substantial traction in Africa. The main concept of the game is that it is easy to play, the player is involved in the decision as much as possible, it is fast and within the fast-paced world we think that it delivers exactly what players need for an enjoyable experience.
How does JetX differentiate itself from other crash games in the market?
At SmartSoft, we appreciate our relationships with partners, itâs very important to us. We constantly think and work to create a valuable product and maintain strong connections with them. SmartSoftâs portfolio includes a diverse range of online casino games, each designed to offer unique features and interactive gameplay but JetX is the literal gem!
JetX is an online crash game that combines simplicity with excitement, offering players an engaging betting experience. This dynamic gameplay requires both luck and strategy, appealing to a broad audience seeking quick, high-stakes action. JetX stands out due to its user-friendly interface, real-time gameplay, and mobile compatibility, making it accessible and enjoyable for players on the go. Its growing popularity in Africa can be attributed to its exciting gameplay mechanics and the potential for significant winnings.
What strategies did you employ to ensure JetX appeals to a diverse audience, particularly in Africa?
When we expanded into the African market, we knew itâs a big and diverse region, so itâs important to understand each country individually instead of seeing it as one market. With our partners’ help, weâre working hard to learn about each country’s marketing practices and what types of games people enjoy. Itâs a challenging task, but the African market is a top priority for us, and weâve allocated resources to quickly build our knowledge in this area.
How has JetX been received by African players compared to other regions? Are there any notable differences in player behavior or preferences?
The African market is one of the most interesting and significant for us, and we believe it has great potential. It is a highly dynamic and exciting market, where players are exposed to a wide variety of games. Their enthusiasm for diverse content gives us inspiration and motivation to create games specifically tailored to their unique preferences and needs. Moreover, they are quick to engage with new releases, eagerly embracing fresh content when it aligns with their tastes and expectations. Although Crash products were introduced only recently, they have quickly become a favorite among consumers. We expect this trend to continue growing.
How do you assess player feedback and incorporate it into ongoing game improvements?
This is a crucial aspect for us. Thatâs why, in collaboration with our partners, we consistently review key feedback on our games and strive to incorporate it as much as possible into new versions. We strive to bring enjoyment in everything we do â whether it’s in our work environment, or for the end users. Our goal is to delight both the customers and ourselves with our work. Therefore, we integrate gaming’s fun elements into gambling to maximize enjoyment. This approach fuels our drive to innovate and create playful experiences, redefining the gambling industry and making it more entertaining;
What future developments or updates can players expect for JetX?
Our product has undergone numerous changes since its inception, with many more improvements planned. These changes are aimed at delivering the best possible user experience for players while ensuring the product remains of the highest technical quality.
How has the success of JetX influenced SmartSoftâs approach to game development?
JetX, the first Crash game created in 2018, holds a special place as one of the companyâs most beloved titles. Its global popularity is evident, and we’re thrilled that players enjoy it. At SmartSoft, having a diversified portfolio is crucial, which is why we release new games every year. As pioneers in the Crash genre, we ensure that we continually expand our offerings. Our goal is to provide players with a wide range of high-quality games they can trust to deliver an enjoyable experience.
Interviews
Slot Saturation – Q&A w/ Qianqian Liu, Senior Art Director at Gaming Corps
What are the defining visual features of a Gaming Corps slot?
We pride ourselves on the diversity of the look of our slots, we have three distinct styles that are all used to target different demographics. Firstly, Classic, this is a style which usually is also described as retro and some people would even say dated, we prefer nostalgic! But there is a player base who get great enjoyment from slot games like this. The second is Modern, this is a style that is sleek, shiny and incredibly high-fidelity with assets that look polished and could be very much suited to being hung up in a modern art museum. Thirdly is Stylised, this is a style that is completely entirely dependent on the theme, maybe a comic book style or similar, but it emphasises artistic freedom which is important.
All three of these are what makes Gaming Corps a unique slots provider, catering games for all types of target markets.
Where do you look for inspiration when designing an online slot game?
Different inspirations appear for different themes, if it is classic then an old fruit machine down a pub could be the inspiration. If it is a modern slot, then we like to refer to some modern day mobile apps that are more casual to play. The beauty of stylised is that the inspiration can come from absolutely anywhere but usually it can be something that the artist is personally interested in, such as comic books or anime.
How does Gaming Corp manage to distinguish its titles from others on the market?
We focus on iterations and high quality standards, we will start from a basic concept and iterate and iterate until the asset is exactly what would be expected of the target audience. We get feedback from customers as well to help hone in on a particular style that we are aiming to create.
How do you manage to keep repetitive themes (Egypt, classic, Greece and so on) interesting?
For these, it is all about combining the innovative mechanics with a unique spin on a narrative that has been re-told before. Of course if you are to create an Egyptian theme you should still recognise it to be fundamentally Egyptian with its gods and its hieroglyphs. But is there a way to put the spin on the narrative that ties it to the mechanic that has not been done before. It is important to do market research to find common thread that you can capitalise on but also things to stay away from.
What impact does localisation have on game development from a visual perspective?
Localisation of Gaming Corps is super important to us, we sometimes want to create games that can be tailored for a particular market. Especially when working with casinos for bespoke content. For example, we created a game in 2023 called âRamen Puzzleâ which was launched with a casino partner in Japan. It was very important for us to nail the anime style that suited this market and it was a core part of the development cycle to research, develop and iterate on our designs to perfect the style.
Another recent launch this year was Samba Soccer, a crash product that was created with Brazil in mind. It had a stylisation that suited popular games in that market but also a theming that set the game in Rio de Janeiro. This visual combination allowed the game to be hyper localised to this market.
What future trends do you think are going to impact the look and design of online slot games?
More and more over the years, the target demographic has moved away from playing on desktop to playing on mobile, in particular on mobile portrait, so we will always feel as if designing with a mobile-first approach should be at the forefront of what we do at Gaming Corps. This I believe will continue to trend upwards. This has a big impact on the way that slot games look and feel, there is a small space with lots of elements fighting for room so it is important to be very clear with Product Owners on what are the most important elements of the slot game.
Interviews
Safety First: Slots Temple Q&A
For a company that has begun to blur the lines between affiliate and operator, social responsibility remains the ultimate watchword for Slots Temple, says CEO Fraser Linkleter. Â Â Â
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How important is social responsibility to the affiliate side of Slots Templeâs business?
We began life as an affiliate business that offered free demo games and slots tournaments (and we still do!). This allowed us to build a highly engaged base of players that genuinely loved playing slots. From day one, we always put social responsibility at the heart of everything we did.
We always believed that an entertainment-driven socially responsible gaming experience created a sticky player-base that trusted us and created better quality traffic for our partners.
Has tightened regulation of the gambling industry over the past few years impacted affiliatesâ responsibilities towards its users?
Definitely. Affiliates deliver an estimated 30% to 50% of acquisition to operators in the UK, and while the sector is not directly regulated by the UK Gambling Commission, these numbers demonstrate that the responsibility to protect players from harm should be shared.
Increased regulation over the past few years means that operators, rightly, must be more cautious about choosing their affiliate partners. Ultimately, as affiliates, we must accept the responsibilities we share as part of the gambling supply chain.
The reality is, while affiliates are not directly regulated, the standards to which operators are held by regulators are passed on to us through our partner contracts. Affiliates that do not comply with these standards will struggle in this climate because operators will only work with the partners they can trust to behave responsibly. So social responsibility has become not just an ethical consideration but a strategic business decision too.
In 2022 Slots Temple received a license from the UKGC which allowed you to offer paid tournaments and real-money slots. Has this changed the way you think about social responsibility?
Social responsibility was always a big part of our business model, and our UKGC license was a recognition of that. Of course, offering real money games means that we are held to the same high standards as all licensed operators.
That means KYC, deposit limits, timed reality checks, affordability checks, self-exclusion options, and so on. But for us, itâs about more than mere compliance. Our model has always been about being a safe destination for fun play and prizes. As I say, weâve fostered this community of slots fans who trust us and itâs important that we maintain that trust through the way we operate.
Ultimately, the license allowed us to offer our player-base more choice. First, that was free-to-play tournaments with cash prizes, and then low-stakes paid-for tournaments with bigger prizes, plus real-money slots.
So, your experiences as an affiliate have made you a more socially responsible operator?
Yes, because it has helped us understand what our players want. For example, we believe safer gambling is about smaller deposits. Where we offer cash play, itâs always small buy-ins and small bet sizes. There are tournaments for 1p, or you can play for free in UK tournaments, all with real cash prizes.
We also think itâs important to educate players about the games we have on site. For example, we clearly display the return-to-player (RTP) and volatility of the game customers are about to play before they are able to access the game.
Itâs about being on the side of the player â whether youâre an affiliate or an operator. Ultimately, we believe that an entertainment-driven, socially responsible gaming experience will foster a loyal, trusting player-base.
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