Interviews
Taking a deeper look at the role of front end development
Danny McAllister, Front-end developer at Silverback Gaming, on why it’s such an important part of the slot production process
There are lots of different aspects to game production but what does front-end development cover?
The front-end team is responsible for bringing the creative aspect of the game to life. Our main focus is to take all artwork, animations and sounds and transform them into a playable game. This includes programming all the interactivity, responsiveness and performance of the game to ensure it delivers a thrilling experience on all devices and in all orientations. The front-end team is also responsible for translating each of our titles into 32 different languages. If that isn’t enough to keep us busy, we manage all the in-house tooling and internal sites, too.
Just how important is front-end development to the overall slot experience the player receives?
I’m a little biased here, but, in my opinion, it is incredibly important, especially in the online casino industry. Why? Because for new players, the entire game is the front-end client. It’s what they see with their eyes that draws novice players to a game, not an understanding of bonus features, volatilities and RTPs. Nor do they know how the random number generator works, and this can lead to issues where new players don’t trust the game’s outcome, especially how it pays out. Front-end development is therefore vital to engaging players and then building trust within the game, the studio behind it and of course the online casino that offers it.
What specific challenges do you encounter with front-end development?
Ensuring the game plays perfectly. At Silverback Gaming, we have set the bar incredibly high for each of our slots. When you throw in the multitude of devices, operating systems and browsers that slots can be played on, achieving this standard is easier said than done. I’d say that 95% of the time we don’t encounter any issues but occasionally we do, and it’s usually around a very particular device/browser combination. But through our development processes and talented team, we can always find a solution.
Another issue we face is getting Google Translate to understand context when generating translations for our in-game texts. We use it as a first pass for translations and then make the necessary modifications as needed. A good example is the word “close” – it can either mean proximity or an action of closing something open. When the word is singularly translated, Google often gets the content wrong. With our games translated into 32 languages, this can be a laborious issue to overcome.
How do you overcome the challenges faced with front-end development?
So, each time we find an issue with a particular browser, we can detect the exact browser version along with other device-specific information. This allows us to act accordingly to prevent said issue in the future – we do this by making the fix in our framework and then never see it again. But it is a bit like whack-a-mole since we can’t control what device our game is being played on, nor can we ensure every issue on every browser version is covered. Of course, the more faults we find, fix and amend in the framework, the fewer issues we can potentially stumble over.
When it comes to translation context, we are about to try an LLM to translate our text which can be prompted with context before translating. This comes with its own challenges, such as non-deterministic results from the LLM, but it’s a step in the right direction.
Does front-end development present opportunities for innovation?
At Silverback, the way we approach innovation is through collaboration and regular brainstorming sessions with all teams present. It was in one of these meetings that we came up with the idea for our unique ClockwaysTM mechanics. In the front-end team specifically, we have hack-a-thons where each member of the team works on something of their choosing for one day. At the end of the day, we have a “show and tell” which has generated some really clever concepts that have ultimately made their way into our processes and even games.
In addition, the front-end team works on server-side functionalities using NodeJS. We have a powerful command line application tool plus a bespoke full-stack framework which allows us to create internal tooling including server proxying which allows us to develop independently from the back end where necessary.
Is this an area where studios can stand out from their rivals?
Absolutely. Because our front-end team can also dip into the full stack territory, they can make progress in areas where some of the competition may not be able to do so quite as easily because of a hard separation between the front-end and back-end. Our bespoke framework also provides unrivalled flexibility and proved instrumental in the development of Clockways, which is truly unique.
How are the latest devices allowing you to push boundaries?
Today, devices are incredibly powerful and can now deliver a highly engaging player experience. I have been developing slots since 2013, and I am amazed at the capabilities of the latest smartphones, especially when it comes to playing animations on the screen simultaneously. But that’s not to say we can sit back and take it easy while the devices do the hard work for us. We need to continue to optimise where possible and push boundaries to make use of the device’s full capabilities. At Silverback, we are laser-focused on creating the best possible player experience for all of our games and on all devices.
Any final thoughts?
Yes. I’d like to quickly touch on artificial intelligence. As a studio, this is something we have embraced and are looking for the best places to integrate it into our workflows – the translation of content touched on earlier is a great example – to improve our games. But that doesn’t mean AI belongs everywhere and we will only use it where it makes sense to. I’ve been keeping a close eye on LLMs for some time but only now do I believe they are at the point where they can genuinely be used by the front-end team.
Africa
SmartSoft’s 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 game’s features, the developer SmartSoft Gaming, and insights from an interview with the Vice President Commercial, we aim to highlight the factors contributing to JetX’s 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, it’s very important to us. We constantly think and work to create a valuable product and maintain strong connections with them. SmartSoft’s 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 it’s a big and diverse region, so it’s important to understand each country individually instead of seeing it as one market. With our partners’ help, we’re working hard to learn about each country’s marketing practices and what types of games people enjoy. It’s a challenging task, but the African market is a top priority for us, and we’ve 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. That’s 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 – 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 SmartSoft’s approach to game development?
JetX, the first Crash game created in 2018, holds a special place as one of the company’s 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 “Ramen Puzzle” 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.
How important is social responsibility to the affiliate side of Slots Temple’s 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 affiliates’ 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, it’s about more than mere compliance. Our model has always been about being a safe destination for fun play and prizes. As I say, we’ve fostered this community of slots fans who trust us and it’s 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, it’s 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 it’s 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.
It’s about being on the side of the player – whether you’re 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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