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Building anticipation with every spin
Katya Machuganova, Product Owner at Silverback Gaming, talks about how studios are taking their games beyond spinning and winning to deliver the thrilling entertainment experiences players now expect.
There was a time when players were happy to hit spin and then sit back to see if they would win or not. That alone was enough to generate the anticipation and thrills that make playing online slots such as buzz.
But now it’s different with players demanding more from the slots they play. They want to be engrossed in themes and narratives, interact with characters, have greater control over the outcome of the spin and ultimately be entertained to the same degree as when watching a movie.
Studios are also competing with other entertainment options such as mobile and video games, and these offer rich experiences that keep players engaged and coming back for more. Slot developers must compete with this and simply being able to win money is no longer a strong enough draw.
One of the key reasons for playing online slots is the anticipation of the win – this can sometimes be more exciting than the win itself. As the symbols drop and align, players find themselves on the edge of their seats waiting to see if they can land the right combo.
Studios have been upping the ante here with many now using cluster wins and cascades instead of standard win lines. This not only builds the win anticipation to a much higher level with each cascade bringing new win opportunities, but it also delivers more value from a single spin.
Cascades on their own are not enough to provide the action-packed experience that players are seeking so the pay system needs to be combined with the right combination of features and bonuses, with the whole game packaged up in a striking theme.
This is something we have done with our latest game, Banana Blitz Deluxe. It takes a zany theme – monkeys and bananas – and wraps it around the cascade mechanic. The team has then built a flow of bonuses that enhance the anticipation built through the cluster pays.
This includes the ever-popular free spins – triggered when at least three Scatters land in the base game – and expanding wilds. This is triggered when the monkey throws a banana peel onto the reel and sees the palm tree wild symbol cover the entire reel.
It’s important to ensure bonuses tie in with the theme of the game, so Banana Blitz Deluxe also includes the Banana Bonus. This comes to life when scatter symbols land on reels one and five. The player must then pick banana symbols to reveal multiplier prizes.
Once the collect symbol is revealed, all of the picked multipliers (they range from 2x to 100x) are combined and applied to the win.
This is a great example of how to give players some control over the outcome of the game – the picking of the banana symbols is done by them which means they have some say in the multipliers that are revealed before the collect symbol is hit.
The challenge for studios is ensuring that bonuses click together and allow the overall gameplay to flow. Developers also need to be mindful of the market or markets the game is destined for as this will impact the complexity of the features included in the game.
We have been heavily focused on the US for some time now, and the themes, mechanics and bonus combos that hit the mark with players in the likes of New Jersey and Pennsylvania are very different to Norway and Portugal, for example.
In the US, players are still finding their feet with online slots so while it’s important to create games that excite and entertain, the gameplay needs to be easy to understand – players are often unwilling to spend their balances on learning new slot mechanics and features.
This is why we look to use tried and tested mechanics but combine them in a way that builds the anticipation and energy that players love to experience, even if they are relatively new to playing slots online.
One of the most effective bonus features is the progressive jackpot. Players instantly understand what it is and, most importantly, how they win. It also provides the big win potential that attracts players to certain games over others – the great thing about jackpots is that they appeal to casual players just as much as seasoned spinners.
The Banana Bonanza Progressive Jackpot can be won at random from any base game spin. The prize pot is made up of a 4% contribution from every wager with the jackpot amount always displayed on screen – it increases in real-time with every bet.
This itself is really powerful when it comes to building anticipation as players can see the size of the prize increasing second by second. Of course, as with most progressives, increasing the bet per spin value increases the player’s chance of triggering the jackpot.
Getting the right balance with theme, mechanics and bonus features is easier said than done – especially in new and emerging markets where player preferences are not quite as advanced as those in more established regions like Europe.
But all players want to be entertained and one thing’s for sure – just hitting spin and waiting to see if a win lands no longer cuts it.
Award-winning fast-betting content provider strengthens its position in the region with the latest hire
BETER, the in-demand provider of fast-betting content, data, and live streaming for esports and sports, has strengthened its team with the appointment of Juliana Querino as LatAm Business Development Manager.
Juliana, a seasoned business development specialist based in Brazil, has extensive experience in the Latin American iGaming industry. She has previously held various business development positions at Better Collective, Endorphina, Salsa Technology, and other companies. Her expertise was recognized by the G&M News platform, which included her in its Top 5 Women in the Industry 2024 list—highlighting women making significant contributions to the growth of iGaming in the region.
In her new role at BETER, she will drive the company’s expansion across Latin America, forging new partnerships with regional operators and aggregators, particularly in Brazil, where demand for BETER’s content continues to grow.
She will also drive BETER into new LatAm markets where the provider does not currently have a presence while managing relationships with existing partners to ensure they get the most out of the provider’s next-gen content offering.
Chuck Robinson, Chief Revenue Officer at BETER, said: “Latin America is a fast-moving market with opportunities opening up all the time. To capitalize on these, we need an exceptional specialist, and in Juliana, we have found exactly that. Her expertise and deep market knowledge make her a valuable addition to our team.
“We are already experiencing strong demand for our fast-betting products and solutions across the region. With Juliana on board, we can further identify key operators that would benefit from partnering with us, driving even greater growth.
“I’m delighted to welcome Juliana to the BETER team.”
Juliana Querino commented: “Fast-betting content has become essential for operators in Latin America and beyond, and I’m thrilled to join BETER in expanding awareness of its award-winning portfolio.
“BETER is renowned for its ESportsBattle and Setka Cup tournaments, which are already popular among bettors in LatAm. But our offering goes far beyond that, and I’m eager to showcase the full suite of products and solutions to operators from Brazil to Peru.”
“I look forward to helping BETER maximize the full potential of the LatAm market.”
BetBreak.org has published “When and How to Take a Time-Out from Sportsbetting,” a brand-new workbook designed to help readers understand how taking a break – of any duration – from sports betting can be transformational for their mental health, financial health, and relationships with friends and family.
“This workbook and self-study guide is for anyone who wants to explore their relationship with gambling and it’s especially for those who are wondering whether it might be time for a break from sports betting,” said addiction expert Dr. Jeffrey Reynolds.
The workbook includes information about how to know if you are ready to change, tips for curbing your sports betting if you aren’t ready to quit, setting SMART goals, and limiting access to the three things necessary to gamble. The guide also contains proven tools for managing cravings and urges, resources to regain control over your finances, strategies for dealing with guilt and shame as well as stress management tips.
“The BetBreak workbook is based on the science of behavior change and helps readers make the sustainable shifts in habits necessary to live life with more presence, focus, well-being and happiness,” Dr. Reynolds said.
SCCG Management, a global leader in gaming advisory, business development, and investment strategies, has secured membership to the Fantasy Sports & Gaming Association (FSGA). As the premier organization dedicated to advancing fantasy sports and sports betting, FSGA provides a collaborative environment where industry leaders, innovators, and pioneers shape the future of these rapidly growing sectors.
By joining FSGA, SCCG Management reinforces its commitment to staying at the forefront of industry trends, market developments, and emerging opportunities within fantasy sports and sports gaming. The partnership will allow SCCG to engage with key stakeholders, participate in thought leadership discussions, and contribute strategic insights to the evolving landscape of fantasy sports, sports wagering, and interactive gaming experiences.
With the fantasy sports and sports betting industries experiencing unprecedented growth and innovation, SCCG’s expertise in business development, technology integration, and investment strategy will bring valuable insights to the FSGA community. As a member, SCCG will actively participate in industry conferences, working groups, and networking events, including the upcoming 2025 FSGA Winter Conference, which serves as a hub for leaders, visionaries, and top executives shaping the future of fantasy sports and sports betting.
“FSGA is at the center of innovation in fantasy sports and gaming, and we are excited to join this influential community. At SCCG, we are always looking to align with industry leaders who are shaping the future of interactive sports entertainment. Through this partnership, we look forward to collaborating with fellow members, exchanging insights, and driving innovation across fantasy sports and sports betting,” Stephen Crystal, Founder & CEO of SCCG Management, said.
As SCCG continues to expand its global impact in fantasy sports, sports betting, and gaming technology, its membership in FSGA further solidifies its position as a trusted advisor and partner to the industry’s most innovative companies.
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