Latest News
Movers and Shakers: Silverback Gaming: taking slot design beyond the traditional with character-led narratives
“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.
In this first edition Katya Machuganova (Катя Мачуганова), Gaming Product & Partnership Manager at Silverback Gaming, discusses all things game design, as she highlights the role that character-led titles can have on player engagement.
Game design is an integral part of launching any new slot title. In fact, game design is responsible for creating that first impression that can determine whether someone is going to play your game or not.
But designing a new slot isn’t as simple as it sounds. There are so many factors that you must consider: do you stick with an already-popular theme? Do you design a wholly new concept? What music will engage players? These are just some of the many questions a game design team must answer before embarking on the development process.
Themes that have typically resonated with players have often drawn inspiration from popular culture, mythology, and history, but we’re also seeing a rise in themes that focus on personal empowerment and adventure.
For example, themes like ancient civilisations, fantasy worlds, and modern-day heists are particularly popular, as they offer a sense of both escapism and adventure – taking the slot experience beyond the boundaries of playing on your mobile phone.
You also have to keep the shifting trends of the industry in mind. What players might enjoy today might not be the case tomorrow. So, as you can imagine, this makes the ideation process quite difficult.
One of the most prominent trends that I’ve noticed over the last few months is the integration of narrative-driven content. Players are increasingly looking for immersive experiences that go beyond the typical spin-and-win mechanics; they want stories that captivate them, characters they can relate to, and worlds that they can explore.
Another growing trend is the incorporation of advanced graphics and sound design. High-quality visuals and engaging soundtracks significantly enhance the gaming experience, making it more appealing to players and emulating that sense of excitement that they may get from other forms of entertainment, such as cinema and video games.
Social interaction is also becoming a key element, with multiplayer options and community-driven features gaining popularity. Players enjoy competing with friends or collaborating in quests, adding a social dimension to what was traditionally a solitary activity.
And discussions taking part at industry events have shown that both customisation and personalisation are gaining traction, as players seek games that reflect their preferences and offer personalised rewards. This trend reflects a broader move towards making gaming experiences much more user centric.
Designed by women, for women
A combination of these trends and shifting industry dynamics have all been contributing factors towards the development of our Wild & Free series – a new series of titles from Silverback Gaming that promises to wow the industry in terms of features, mechanics and narratives.
Now, titles that are narrative-driven aren’t a particularly new concept for the iGaming industry, we know that. But what sets this series apart from the crowd is that it’s been designed by women, for women.
We understood that there is a growing number of women who are enjoying the occasional flutter. But what we also realised was that there were very few products that were specifically tailored towards the female demographic of players. That, in my view, needed to change.
When carrying out our research, we found that women tended to prefer solitary gambling activities – with the majority favouring mobile gaming over desktop. We learned that women have a particular preference for customisation and storytelling within the games they play, often having a fondness for games that allowed them to be immersed in the characters and narrative. Slots therefore seemed like the ideal choice.
Silverback’s extensive experience in designing new, innovative slot titles put us in the perfect position to cater to female players. We came up with the idea of introducing three characters to the series, otherwise known as the Moto Girls.
Creating a series of slots that centres around the development of both characters and narratives has allowed us to create something that reflects what women want from their gaming experience.
No pink-washing, please
Silverback Gaming has always prioritised experimentation, innovation and diversity within our company. These are three values that have also transcended the four walls of our office and are evident in the games that we create too.
The raison d’être for this series was to create a product that blended the world of video games with the excitement of slots. All the while, we wanted to make sure that we took a thoughtful approach to the design too; we didn’t want to go down the line of “pink washing” or inappropriate characterisations.
I truly believe that by taking a considered, holistic approach to the series’ design, combined with the features of slots that we all know and love, we can really create an experience that is not only engaging but memorable for all players – male and female.
Character-led titles: the future for slots?
Following our extensive research into player trends and how this differs across different demographics, we strongly believe that the Wild & Free series of games will absolutely change the game for bettors, particularly for those women who have previously felt disenfranchised by the products that have been available to them in the past.
I think a large part of that success will be due to the character-led narratives that we have run throughout the entire series.
When it comes to the wider industry, I do think that there is a significant opportunity to further explore character-led titles, and we may indeed be overlooking their potential.
Characters serve as the heart of a narrative-driven game, and when players can connect with these characters on a personal level, it transforms their gaming experience into something truly memorable.
Character-led titles offer an emotional depth that standard slot games often lack. By developing rich backstories, unique personalities, and compelling journeys, we can create games that resonate more deeply with players. This engagement leads to increased player retention and loyalty, as gamers become invested in the outcomes and adventures of the characters they grow to love.
Moreover, character-led games allow for a more immersive experience. When players step into a world where they can follow a character’s story, make decisions that impact the narrative, and explore various paths and outcomes, it elevates their involvement and creates a sense of ownership and agency.
The industry has seen success with character-driven stories in other gaming genres, such as role-playing games (RPGs) and adventure games, and there’s a clear appetite for similar experiences within the iGaming sector. By embracing character-led narratives, we can tap into new player demographics and offer something fresh and exciting that stands out in a crowded market.
However, it’s crucial to approach character creation thoughtfully and avoid falling into stereotypes or shallow representations. Characters should be multidimensional and reflect the diversity of our player base, offering authentic portrayals that players can relate to and care about.
Wow, time flies! Can’t believe it’s been ten years since stepping into the exhilarating world of online gambling – a field that initially seemed like a short-term stint quickly turned into a new-found passion.
Moving to Malta, and eventually finding a home in Tallinn, I’ve had the privilege to watch the highs and lows as well as the many progressions and transformations. Today, I am proud to form part of the Mr. Gamble team that is ambitiously expanding into new markets, and pushing the boundaries.
From Customer Support to CMO
My journey in iGaming kicked off in Customer Support at Betsson – a leap from my telecom sales management role back in Finland. While this move puzzled my family and friends alike, it was a necessary step. Over the months and years, I worked my way up through various roles including Affiliate Coordinator, Affiliate Manager and Head of Affiliates, learning the various intricate parts of the industry, while at the same time adapting to new technological changes.
One thing is for sure, the iGaming industry is a fast-paced one, and each role has helped me to thrive and adapt to the various changes. Flexibility is key when working in this industry.
Venturing into Entrepreneurship: My Own Affiliate Business
Following many years of corporate experience, I took the leap to start up my own affiliate business with the aim of creating my own business from scratch. Handling everything from SEO and content strategy to fostering brand partnerships and growth strategies gave me an overall view of the affiliate industry’s many complexities. This entrepreneurial journey instilled insight and resilience, especially in terms of the value of the diverse skill sets found within a team.
By 2023, I joined Mr. Gamble as CMO, bringing my own entrepreneurial experience into this company’s growth strategy. Drawing on my background in SEO, content management and brand development and alongside a knowledgeable team, we have successfully strengthened Mr. Gamble’s presence in established markets, while also setting our sites on new markets.
New Markets and New Possibilities
Since the online gambling industry is continually evolving and expanding, it also brings with it a surge in growth when it comes to new and emerging markets. While we have made huge strides in launching Mr. Gambe USA, we are also eyeing promising regions in Asia, Latin America and Africa, where digital adoption and regulations are evolving creating new opportunities.
As we continue to solidify our presence in the US, these emerging markets represent the next frontier.
An Ever-Changing and Evolving Gambling Industry
Over the past decade, the online gambling industry has quickly evolved from a somewhat fragmented field to a high-powered professional space. Conferences and expos, once informal gatherings have become hubs for talent.
Events such as SiGMA, SBC, iGB, NEXT.io and Hiphter Events today celebrate the progression of iGaming, while highlighting the various advances in technology and market inclusivity.
The shift toward hybrid work in recent years has also paved the way for industry shakeups. While digital operations are convenient, the importance of face-to-face meetings and connections remains. In an industry highly reliant and built on personal relationships, meeting in person strengthens partnerships and opens doors to new opportunities.
A Bright Future for Mr. Gamble
As CMO of Mr. Gamble, I along with the team are committed to expanding our brand’s influence, not only in traditional markets, but also in new and emerging ones. iGaming is constantly evolving and our strategies must evolve too, adapting and driving on the windy road to success. This entails adapting to changes in technology, user behaviour and experience, and most importantly navigating regulatory landscapes.
Of course, Google’s frequent algorithm updates keep us our our toes, pushing us to refine our approach to stay competitive and ever more relent.
Reflecting on the last 10 years, I am energised and optimistic for the future. With a talented team and untapped markets in tow, Mr. Gamble is well-prepared for substantial growth and impact. Here is to the journey ahead and to everyone – mentors, peers, and friends who have been part of this rewarding path. The next decade holds great potential, and I look more than forward to what is yet to come.
Latest News
MAJOR LEAGUE BASEBALL SELECTS SPORTRADAR TO TRANSFORM PLAYER TALENT SCOUTING FOR ALL 30 CLUBS
Sportradar today announced a multiyear agreement with Major League Baseball (MLB) to offer unparalleled sports performance analysis of amateur baseball prospects, through its Synergy Coaching and Scouting solution, to the league and its 30 Clubs. This new partnership will revolutionize player talent scouting through Sportradar’s advanced, proprietary technology and highlights Sportradar’s commitment to delivering innovative and game-changing solutions to the league.
Under the agreement, MLB and its 30 Clubs will gain access to an unprecedented depth of player analysis and insights with event coverage expanding significantly, from 3,300 to more than 20,000 games – an over 600% increase. This includes college, international, professional partner leagues and leading amateur leagues, such as the MLB Draft League, the Appalachian League and MLB Develops events, and, for the first time, top high school events.
The Synergy Coaching and Scouting solution is uniquely positioned to address the player evaluation needs of MLB as it leverages Sportradar’s expertise ingesting and transforming millions of data points from video into detailed metrics, actionable insights and dynamic visualizations. This, combined with Sportradar’s AI-powered sports performance technology, enables Synergy to provide unparalleled, in-depth analysis of every player, play and game situation, and equips MLB and Club scouts with the information and insights they need to streamline the evaluation process, guide draft decisions and support the development of future MLB players.
“Sportradar’s cutting-edge technology, alongside our reputation as a trusted partner to leading US sports leagues, is driving the transformation of sports performance analysis,” said Eduard Blonk, Chief Commercial Officer, Sportradar. “Through Synergy we are pleased that we are expanding our relationship with MLB, equipping them with the deep data and insights they need to identify the next generation of players. We are eager to continue bringing innovative solutions to MLB.”
“We are excited to expand our relationship with Sportradar and ensure equal access to the Synergy video and data services for all 30 MLB Clubs. This platform has become a key resource for Clubs in the domestic and international scouting process and we look forward to continuing our work with Sportradar in the coming years,” said John D’Angelo, MLB’s Sr. Vice President of Amateur and Medical Operations.
Financial reports
Commercial Gaming Revenue Growth Continues in Q3 2024, Driving Industry’s 15th Consecutive Quarter of Growth
U.S. commercial gaming revenue reached $17.71 billion in Q3 2024, the industry’s highest-grossing Q3 on record, according to the American Gaming Association’s (AGA) Commercial Gaming Revenue Tracker. This makes Q3 2024 the industry’s 15th consecutive quarter of annual revenue growth, with September marking the 43rd straight month of rising year-over-year commercial gaming revenue.
Through the first nine months of the year, nationwide commercial gaming revenue stands at $53.24 billion, pacing 8.0 percent ahead of 2023 and putting the industry on track for a fourth straight record revenue year.
In Q3 2024, 29 of the 35 commercial gaming jurisdictions operational last year saw increased year-over-year revenue. This growth resulted in an 8.9 percent year-over-year increase in state and local taxes tied directly to gaming revenue, with commercial gaming operators contributing $3.79 billion in taxes across the quarter.
Quarterly revenue from land-based gaming – encompassing casino slots, table games and retail sports betting – totaled $12.56 billion, 0.62 percent lower than Q3 2023. Meanwhile, combined revenue from online sports betting and iGaming totaled $5.14 billion in Q3 2024 as online gaming made up 29.0 percent of commercial gaming revenue, a significantly higher share than in Q3 2023.
Looking at each sector in Q3 2024:
- Traditional Gaming: Traditional brick-and-mortar casino gaming generated quarterly revenue of $12.38 billion, a contraction of 0.9 percent year-over-year.
- Legal Sports Betting: Americans legally wagered $30.3 billion on sports, generating $3.24 billion in quarterly revenue (+42.4% YoY). Recent market launches in Kentucky, Maine, North Carolina and Vermont contributed to this growth.
- iGaming: iGaming generated $2.08 billion in revenue, marking a 30.3 percent year-over-year increase.
“Q3 2024 continued gaming’s momentum from the first half of the year, with online casino and sports betting driving strong growth. At the same time, new brick-and-mortar casino openings bolstered traditional gaming, which still accounts for the bulk of industry revenue,” said AGA Vice President of Research David Forman. “More than a quarter of commercial revenue now regularly comes from online sources, raising the importance of continued sustainable growth with consumers in those states.”
-
Latest News6 days agoBragg Gaming Group Announces Record Third Quarter 2024 Revenue of Eur 26.2 Million (USD 29.3 Million)
-
Latest News2 days agoFull House Resorts Announces New Leadership for Rising Star Casino Resort
-
partnerships6 days agoTin Lizzie Gaming Resort Partners with Quick Custom Intelligence for Next-Level Gaming Experience
-
Latest News3 days agoArizona Department of Gaming Investigation into Illegal Gambling Leads to Record-Breaking Firearms Seizure
-
Latest News6 days agoEvolution Group Announces Partnership Extension with FanDuel Casino
-
Latest News6 days agoEVERI STOCKHOLDERS APPROVE ACQUISITION BY APOLLO FUNDS
-
eSports3 days agoInfluencers, Content and eSports: Unleashing the Power of Dynamic Strategies in the eSports Ecosystem
-
Compliance Updates6 days agoMassachusetts Gaming Commission Launches Official Seal of Approval