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Not making progress

Yordan Petkov, Product Owner at Silverback Gaming, talks about some of the unique challenges studios are facing when developing slots for the US market
Momentum is starting to build behind legal online casino in the US, with a growing number of states rolling out regulatory frameworks and awarding iGaming licences to operators. This is creating a significant market for studios to explore, with increasing demand among operators and players for new and exciting slot content.
This opportunity has not gone unnoticed by studios that have made their name in the European market, with many now turning their attention to North America. But those that think the slots that top the charts in the likes of the UK, Sweden and Italy will be as successful in the US are mistaken.
The US is a very different market when it comes to culture and player expectations. Added to this are the regulatory requirements that studios must ensure their games comply with. This means not being able to launch slots with certain mechanics and features, and this in turn makes for a challenging environment in which studios must produce games that hit the spot with players.
The classics are always the best:
At the moment, players seem to be drawn to the slots they recognise from the gaming floors of their favourite land-based casinos in Las Vegas and beyond. I’m talking about slots such as Cleopatra and Wheel of Fortune. Online casinos stock these games as it is a great way to transition players online for the first time via titles they are familiar with and trust.
But as the market matures, player expectations will change with more complex games coming into favour. Of course, modern slots with gripping mechanics and engaging bonus features will also have greater appeal among the lucrative but hard-to-reach Millennial and Generation Z audiences, which operators will want to tap into via their online offerings.
However, the US presents a unique challenge for studios to overcome in that states have specific regulations that relate to the features that are and are not permitted in online slots. In particular, there is a ban on progressive features that are carried over several spins. In short, each spin is seen as an independent game round so all features must begin and end within that spin.
So, what does this mean? No progress bars, no collectables, no multipliers or free spins that build as the game plays out. Essentially, all the things that make modern slot games so exciting to play. This is leaving studios with a bit of a conundrum – how to hold the player’s attention for longer periods when any potential progression made in a single spin is lost on the next spin.
The clock is ticking:
This is forcing studios to think outside of the box, and that of course is a good thing. The key is to come up with concepts, mechanics and features that build high levels of anticipation into a single spin. This can include things like offering a second chance to win on every base game bet – this is something that we have done with our ClockwaysTM mechanic.
The way it works is that the outer symbols rotate clockwise, changing the symbol positions to create more, bigger wins in a way that keeps players on the edge of their seats.
Another tactic studios can look to explore is adding progression into multi-round bonus features such as free spins. With free spins usually lasting eight rounds or more, there is scope to bring in elements of progression here with any progress made reset once the bonus round comes to an end. This is easier said than done and requires super-smart mathematicians to create the models behind such mechanics while ensuring compliance with regulatory requirements.
But it’s not just the gameplay where studios can try new things. There is plenty of room to be creative around themes, design, sound and even narratives and characters that run through the game. US players are drawn to a wide range of slot themes, from magic to the Wild West as well as dragons, farming, sports, Egypt and Norse.
There is so much that can be done here to take these classic themes and elevate them through stories, characters, striking artwork and immersive sound. While the gameplay is always crucial to engagement, so too is the look and feel of the game.
Of course, the ultimate success of a game requires all of these factors coming together – theme, design, sound, math and gameplay. The US does present some unique challenges for studios to overcome, but those with the right teams in place will be able to work together to create compelling slot games that are fully compliant with the rules in each state.
It’s a tough hurdle to clear, but it’s what makes the US market so interesting for studios.
Compliance Updates
Zimpler Becomes Certified Payment Institution in Brazil, Strengthens Local Open Finance Ecosystem

Zimpler, a leading Swedish company in Pay-by-bank solutions, has become a certified Payment Institution (PI) in Brazil, authorized by the Central Bank. Now Zimpler is allowed to facilitate payments and other Open Finance ecosystem resources, streamlining the checkout process and reducing friction by allowing direct transactions without redirecting users to bank apps. This movement solidifies Zimpler’s plans and structure in Brazil.
“We are thrilled to receive this authorization from the Brazilian Central Bank. The recognition of Zimpler as a payment initiator reinforces our commitment to this local market, which offers a great opportunity for growth and value in a very dynamic and competitive environment,” said Johan Strand, CEO of Zimpler.
The authorization, which also allows Zimpler to act as an electronic money institution, strengthens the Open Finance ecosystem in Brazil, one of the most advanced in the world and which now welcomes the leading payments fintech from Sweden. Businesses looking to thrive in the country can now benefit from the Zimpler’s seamless payment experience, giving them a competitive edge in a dynamic and fast-moving market.
“This milestone showcases the strength of Swedish innovation and the mutual benefits that come from closer economic collaboration between Sweden and Brazil. Sweden has long been a leader in financial technology, and we are proud to see companies like Zimpler bring their experience and trusted solutions to contribute to Brazil’s dynamic digital economy,” said Andreas Rentner, Trade Commissioner and Country Manager of Business Sweden in Brazil.
“With our experience powering over 80% of Sweden’s population through Swish, we’re bringing the same proven technology and approach to Brazil through Pix, one of the most successful real-time payment systems in the world. We’re looking forward to helping businesses unlock the full potential of Open Finance in Brazil with seamless, secure payments that drive market growth,” Strand said.
The authorization by the Central Bank is another step in strengthening Zimpler’s foundation in Brazil, following the opening of its São Paulo office in 2022. The company remains focused on expanding its footprint and deepening its partnerships across key verticals such as iGaming, where it sees strong growth potential.
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AGS Interactive Makes Market Debut in Connecticut

AGS Interactive has made its market debut in Connecticut, taking a selection of its best-performing games live in the Constitution State.
Local players in Connecticut can now enjoy three of AGS’ hit titles, with Capital Gains, Blazing Luck, and Dragon Fa initially available, all proven with both land-based and online players across North America.
AGS plans to roll out its full interactive portfolio, ensuring a steady cadence of new content for operators and players alike.
The launch represents AGS’ sixth regulated US market entry, further extending its footprint across the country and cementing its position as a supplier of beloved land-based classics with cunning interactive forward games.
Zoe Ebling, VP of Interactive at AGS, said: “Entering Connecticut is a huge milestone for us. It’s not just another market, it’s a testament to the momentum our interactive division has built across the US.
“By bringing Capital Gains, Blazing Luck, and Dragon Fa to Connecticut players, we’re giving them a taste of our best-in-class titles right out of the gate. Every new state launch is a fresh opportunity to show operators that AGS doesn’t just deliver games, we deliver experiences that resonate. We’ve seen firsthand how our land-based hits translate online, and we’re excited to roll out even more content throughout the year.”
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NFL Announces Partnership with ICRG

The National Football League (NFL) announced a partnership with the International Center for Responsible Gaming (ICRG) to address growing concerns around gambling behaviors among college athletes and students. The NFL Foundation will contribute $600,000 over three years to support independent, peer-reviewed research being led by the ICRG that aims to explore the prevalence, risk factors, and impacts of gambling behaviors in these populations.
While initial studies have indicated that college athletes may be at higher risk for gambling problems, there remains a lack of comprehensive, current data on how college populations interact with online sports betting platforms. This NFL-ICRG initiative will empower independent researchers to explore a wide range of topics with the goal of informing data-driven prevention strategies, education, and policies aimed at reducing gambling-related harm. Grant applications will be peer-reviewed prior to the selection of the final recipient by the ICRG Independent Scientific Advisory Board.
Additionally, the NFL will fund an update to the ICRG’s “Talking with Children About Gambling” educational resources to equip parents, coaches, and educators with practical guidance to help prevent youth gambling exposure before college. Educational materials will be widely available online and distributed to schools, community sports organizations, and youth programs nationwide.
“We’re proud to partner with the ICRG to advance research that can drive meaningful solutions and address a critical gap in the understanding of gambling behaviors among college athletes and students. This initiative reflects our ongoing commitment to promoting responsible gambling and fostering a safe and supportive environment for athletes, fans, and communities,” said Anna Isaacson, NFL senior vice president of social responsibility.
“The NFL has once again demonstrated its commitment to player and fan protection by supporting this critical research targeting young adults. The NFL and ICRG together will make a meaningful contribution to understanding and implementing policies and programs that support a safer gambling environment,” said Arthur Paikowsky, president of ICRG.
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