Cutting through the noise

We sit down with Fiona Hickey, Games Inc’s recently appointed Managing Director, to find out how she’ll be driving the studio to new heights

You’ve just been named Managing Director of Games Inc. Tell us more about the role and what you’ve been tasked with.

My role is to take the incredible technical foundations and strong reputation for quality that Games Inc already has, and scale it into a truly global power player. Games Inc has built bespoke content for some of the largest operators in the business over the past decade, but now we want to take our capabilities, experience and tried and tested approach to development and pivot to partnering with operators on the international stage. To do this, I’ll be focusing on three core areas – growing our distribution footprint, ramping up game output and strengthening our proprietary platform to ensure it can handle hundreds of operator partners and dozens of markets simultaneously. In short, more games, more partners and more revenues, but done in a way that builds long-term sustainability and keeps our teams and partners happy.

How have your past roles prepared you for the position of Managing Director?

I’ve spent more than 15 years in the iGaming industry now across various companies and roles. This includes more than six years at a slot studio, where I helped lead global growth. I was responsible for driving market entries, scaling distribution and building strong and successful commercial partnerships, skills and experience that will be hugely valuable in my role as MD of Games Inc. Before my time at the game studio, I cut my teeth working with suppliers and operators as Director at Bettingjobs, hiring the brightest minds and creative talents. So I’ve really seen and experienced the industry from every angle.

What does Games Inc offer to operators, and how does it stand out from other content providers?

We’re a full-service slot studio with our own proprietary RGS. We build and distribute high-quality slot content, supported by our own scalable platform and tech infrastructure. We use this to partner with operators and aggregators to deliver our stand-out games to players in markets across the world. Unlike some, we don’t just talk about flexibility and reliability; we actually live it. We also believe that our partners come first, and that’s why we truly listen to what they want and need, rather than telling them. This combination of proprietary tech, a great team, proven games, and true collaboration with our partners makes Games Inc really stand out from the many other studios in the market.

What are the greatest challenges the business is facing right now?

The most obvious is that the slots/content market is incredibly crowded. There are hundreds of studios producing thousands of games, and with AI speeding up the development process and cadence of delivery, things are only going to get more hectic. But the real challenge is actually getting the right games in front of the right operator, at the right time, so that they can see the value in what we are doing and building. We are not just another studio – we are a partner that operators want to work with because we strengthen their content offering while making their lives easier. By focusing solely on slots, and delivering content at scale without compromising on quality, we can cut through the noise being made by our rivals and then through the personal relationships we have with our partners, ensure they understand our MO and why our games deliver for players. Ultimately, our strategy for overcoming any challenges we face is to be relevant to players and reliable for our partners.

Can you give us a sneak peek at some of the games set to leave your production line in the next few months?

We’ve got several titles lined up for launch in Q4 and then moving into the new year, although each is under wraps for now. What I can say is that each game we release showcases our approach to sharp maths, bold creativity and slick mechanics. So keep your eyes peeled and when they do land, make sure to take them for a spin yourself – I promise you, you’ll find yourself on the edge of your seat.

Any final thoughts you’d like to leave us with?

Just that I’m thrilled to be joining Games Inc as it enters a really exciting chapter of its success story. We’ve got the people, the platform and the ambition to grow into a top-tier supplier, and we plan on having a lot of fun while doing it. At the end of the day, the industry is about entertaining, and if we’re not enjoying the ride ourselves, we’re doing something wrong.