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.
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
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.
Conferences in Europe
âFinding Xanadaâ: Vladimir Malakchi on Revolutionizing iGaming Investments and Fostering Innovation
The European Gaming Congress (EGC) returns to Warsaw for 2024 on 15-16 October, and organizer HIPTHER is proud to introduce the conferenceâs esteemed Sponsors â trailblazing professionals and innovative organizations that help make the magic happen! In this Sponsors Spotlight Interview, we are proud to welcome Vladimir Malakchi, CEO and Managing Partner at Xanada Investments.
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Thank you for joining us for this interview Vladimir! Letâs introduce you and Xanada Investments to our readers: What inspired you to create an investment fund with such an ideological and philosophical approach?
Thank you for having me! The idea for Xanada Investments came from my extensive experience in the industry, where I witnessed firsthand how many promising startups struggleânot just due to a lack of funding, but because they lack proper strategic support and long-term vision. Over the years, I saw how typical investment funds often limit themselves to providing capital, without addressing other crucial aspects of business growth.
This inspired me to create a fund that goes beyond the traditional investment approach. At Xanada Investments, we focus not only on financial backing but on building an ecosystem where startups can grow together, share knowledge, and support one another. Our philosophy is centered on mutual growth. Every project in our portfolio receives more than just capital; they gain access to strategic consulting, a network of industry contacts, expert resources, and development opportunities.
Itâs not just about the success of one projectâitâs about creating a community where every participant contributes to the overall success of the Xanada ecosystem. Our goal is to ensure that our investments not only help businesses grow but also elevate the entire industry by setting new standards and driving innovation.
Your investment philosophy focuses on mutual growth within your portfolio. Can you share an example of how your approach has fostered collaboration between different projects under the Xanada umbrella?
At Xanada Investments, we strive to build a diversified ecosystem by supporting projects of different types, sizes, and stages of development. Our current portfolio consists of five projects, all carefully selected from over 150 applications. We invest significant resources in understanding each project and offer tailored support to ensure successful partnerships.
While we maintain an individualized approach for each project, collaboration within our portfolio is key to accelerating growth. By working together, our projects are able to share insights, resources, and strategies, allowing them to achieve significant results faster. This collective effort not only strengthens each project but also enhances the overall ecosystem, ensuring mutual success.
With Xanada Investments primarily focusing on startups within the iGaming sector, what trends do you foresee shaping the future of this industry in the next 2-3 years?
The iGaming industry is going through an exciting period of change, driven by new technology and shifting player needs. One trend we see is the growing use of AI and machine learning to create more personalized gaming experiences. Startups are using AI to make gameplay and marketing more tailored to individual players. Another big focus is on player retention. With more competition, companies are using gamification, social features, and real-time engagement to keep players interested.
At the same time, thereâs increasing attention on following regulations and promoting responsible gaming. As rules become stricter in different regions, startups that can stay compliant while still offering great experiences will have an advantage. The future of iGaming will belong to those who can innovate responsibly while meeting playersâ changing needs.
You emphasize the importance of a strong team and leadership in your investment criteria. What are the top qualities you look for in a startupâs leadership team when considering an investment?
No matter how great the idea or technology, at the end of the day, it’s the people behind the project who make the difference. We invest in peopleâtheir experience, potential, and vision. The leadership team is the backbone of any startup, and we believe that a strong team is key to a projectâs success. We look for resilience and adaptabilityâqualities that help a team navigate challenges and pivot when necessary in todayâs fast-changing market.
We also value experienceâleaders who know their industry well and understand how to manage its complexities. They must be hands-on and not afraid to get involved in every aspect of their business. Integrity is crucial, along with a collaborative mindset, both with us as investors and within the broader ecosystem of startups. These are the qualities that set successful teams apart.
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Beyond financial support, Xanada offers strategic consulting to its startups. Can you elaborate on the specific types of support that have the most impact on helping these companies scale?
At Xanada Investments, we understand that successful startups require the right guidance and strategic support to scale effectively. We provide comprehensive consulting services that encompass various aspects of business growth. Our strong network of top industry experts also offers insights in key areas such as marketing, sales, and business development.
This community of experts plays a crucial role in our support system, helping startups analyze their current challenges and develop tailored strategies for growth. We work closely with our startups to create robust business strategies that integrate all critical components, ensuring a cohesive approach to scaling.
 Youâve expressed plans to invest in 10-15 projects within the next year. How do you prioritize which projects to invest in, and what excites you most about this upcoming batch of investments?
As we look ahead, our goal is to invest in 10-15 projects that will help us build a diverse ecosystem, driving deep, foundational growth for each company. We believe that a robust ecosystem made up of various types of businesses enhances our collective strength, allowing us to offer a range of innovative solutions. We are particularly focused on finding startups in game development, casino operations, and player retention strategies.
What excites me most about this upcoming batch of investments is the talent and creativity we are seeing in these areas. We are actively seeking startups that provide relevant solutions to the iGaming industry, addressing specific pain points and offering viable business models. By concentrating on these critical areas, we are positioning ourselves at the forefront of industry innovation and ensuring our portfolio companies have the resources they need to scale effectively.
You recently launched the Xanada Startup Contest. What were the key drivers behind this initiative, and what do you hope to achieve by giving startups this platform?
The Xanada Startup Contest was created in response to the challenges many startups face in todayâs market. We observed that while there are numerous startups with incredible potential, they often struggle due to a lack of resources and proper guidance. This competition was designed to bridge that gap by offering a solution that goes beyond just financial support.
What makes our contest unique is that it provides more than fundingâit offers a platform for continuous learning and development. We want to ensure that startups not only receive capital but also the tools, mentorship, and strategic insights they need to maximize their potential. The contest also gives visibility to deserving startups that might otherwise go unnoticed, helping them connect with industry leaders and gain the consulting support they need to scale effectively. Our goal is to create a lasting impact by empowering startups to succeed in the long term.
 Given the challenges faced by startups in securing both funding and guidance, what advice would you offer to early-stage entrepreneurs looking to break into the iGaming sector?
My biggest piece of advice is to focus on building a strong team and a clear, scalable business model. Investors are not just looking for great ideasâthey want to see that your startup can execute and grow. Be prepared with detailed financial projections and a solid understanding of your market. Finally, seek out mentors and advisors who have experience in the industry. The right guidance can make all the difference in navigating the complexities of the iGaming space.
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As an investor and former gaming executive, what do you believe is the biggest challenge currently facing the iGaming industry, and how is Xanada Investments positioning itself to address these challenges?
One of the biggest challenges in the iGaming industry is player retention. With so many options available, keeping players engaged long-term is becoming increasingly difficult. At Xanada Investments, weâre positioning ourselves to tackle this by investing in startups that focus on innovative engagement strategies, such as real-time personalization, gamification, and social elements that enhance the player experience. Additionally, weâre helping our portfolio companies optimize their operations and user acquisition channels to stay competitive in this fast-paced industry.
Vladimir Malakchi will be speaking in an exclusive Fireside Chat with HIPTHERâs Co-Founder Zoltan Tuendik at the European Gaming Congress, âMythbusting Investment in iGaming: Missed Opportunities and Xanada Investments’ Vision for Startup Successâ.
Join us in Warsaw and meet Vladimir in person:
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