Interviews
“My vision was to create a game that can deliver excitement and anticipation with every spin” – Exclusive interview with Toby Woolhouse, PO at Push Gaming
Push Gaming has made a name for itself as a supplier that always looks to deliver on quality over quantity. In one of our latest exclusive interviews, we sat down with Push Gaming’s youngest PO to talk through his vision for their latest slot, Wheel of Wonders, as well as how we should expect player preferences to evolve this year when it comes to entertainment.
Wheel of Wonders marks the final slot released by Push Gaming in 2020, what made this title your favourite?
As one of the younger POs on the team, I’m very much drawn to providing a gaming experience that can really offer something different. As a passionate gamer, I’ve always been into Ways and the Cascading style of games, so I really wanted to deliver something that matched the same aesthetics, but also offered a real twist with something fresh and exciting.
The mathematics behind the game also provide something entirely new, especially when it comes to balancing the gameplay. My vision was to create a game that can deliver excitement and anticipation with every spin. As a result, Wheel of Wonders is absolutely crammed with exciting features that ensures that every single part of the game can bring in massive wins of over 1000x! But more importantly, anything can happen along the way, which is what makes the game hugely unpredictable and fun. For me, Wheel of Wonders is a truly entertainment-first product. Every feature is there to engage the player, rather than the usual mode of waiting for free spins to trigger.
Can you tell us a bit about the inspiration behind the game’s features?
Features were a massive part of the thought process behind Wheel of Wonders, and we wanted to develop something that would really stand the test of time. I’ve used a lot of the cascading influences from our games – and rather than your usual 5×3 slot, it instead dynamically expands through each spin, bringing layers ever-changing win possibilities for each spin to really keep things interesting.
To a certain extent it’s a relatively new concept, but it’s something I really think players will buy into given what we’ve seen from games with similar ideas. Elk’s Gold series has plenty of shared characteristics, as well as Cygnus – which makes me confident that players will really enjoy the hugely changeable gameplay as the fundamentals of the game continue to shift throughout.
Last but not least, for the theme, we wanted to do something that centred around the best of the ancient middle east. Mesopotamia, Babylon, Assyria – we were influenced by them all. Our team put in some serious research into the music and sounds to ensure we could really bring together a disparate set of cultures, and I’m absolutely delighted by the result.
Are there any particular features that you wanted to incorporate that would particularly resonate with current player preferences?
I’m very excited about Wheel of Wonders’ variable reel set because it provides the player with a fantastic level of additional engagement. Games with progressive elements such as these are proving particularly popular right now, and I believe the inclusion of gamified features is something that is resonating very strongly with players.
Whether that’s randomised sequences that evolve as the game continues, or the expansive selection of completely new combinations of elements, there was a gameplay flow that we wanted to capture, and expanding reels proved to be a great option for doing that.
We took the slot through plenty of rigorous tests and we actually refocussed the game on this mechanic during the creation process. We saw what would make the game even more exciting and we incorporated it into the development, which really allowed us to elevate the parts that were entertaining. For me, the key learning is that we didn’t start out looking to tap into a fundamental formula, but rather evolving the title as we created it to come out with a game we were really happy with, and ready to share with our players.
Can you give us some insight into some of the standout moments players can expect in Wheel of Wonders?
For me, there’s two things players should look for. The first, and this is the same as any top-quality cascading game; a really fantastic element of unpredictability that will keep you engaged throughout each stage.
The second, and it’s something I’m really excited about, is the Base Game wheels – you can effectively work out the prizes you want to see. Because of how variable the game is, and the raft of different prizes and multipliers that come with it, there’s just so many ways you can move advance through the slot and begin to really understand what will be the most valuable on the reel at any moment. I think this type of entertainment will really keep players hanging on to their seats, and we’ve had some really great feedback since its launch.
When it comes to development, is there a signature style at Push Gaming and one that players can recognise across your catalogue?
On one hand, we put a lot of stock into the elements that go into the gameplay experience, as we want to make sure it emotionally satisfies the moment that comes with the pay-out.
When we’re making a game, the Push team is always looking to be as flexible as possible during the development process to find ways we can make our games deliver that little bit extra. We’re always ready to leverage that during production, and we do everything we can to ensure our games can deliver something that is truly fun to play. Key here is to make sure that our games can still be broadcast years later as a flagship for the brand. Jammin’ Jars, Fat Rabbit and Razor Shark are great examples of this from our catalogue, and I’m proud to be part of a brand that really pulls all the stops out to make sure we deliver a premium level of gameplay.
How do you think player preferences towards slots have changed this year?
There are a few conflicting schools of thought here. For me, two things are really popping off right now. I’m a big believer in ‘in your face potential’ when it comes to the gaming experience, and I think super-clear, big numbers, exciting gameplay and a clear understanding of the mechanics are what’s needed right now. Easy-to-understand gamified elements are really taking off too, such as progressive jackpots and the like, and players are really buying into it.
Games crammed with plenty of different mechanics and a wealth of symbols to choose from can create massive wins – which is the holy grail for many, but with it comes plenty of challenges for design and mathematics. From what I’ve seen over the last few years, there’s a strong risk that players may find too many instructions as a barrier to engagement, but I also think that’s really opened the door for a massive variation of elements that players can connect with.
Players always look for new experiences and shifting preferences are starting to open the door for mechanic-driven titles, as well as feature-rich slots that offer multiple additional levels of gameplay. As a PO, I’m going to be very happy if that is the case, because it opens the door for us to get even more creative with our content.
Match Hype has just won two industry competitions. Talk us through your product.
Match Hype brings engagement from social media platforms like TikTok and Instagram into the sportsbook. Our technology automatically turns raw sports data into short videos full of sports and betting insights. We have the capacity to create up to a million videos daily in more than 30 languages. We also provide hosting and streaming of the videos, and we track everything in the video thanks to our own player. The high level of video experience and the scale make us unique in the market, and we believe that this innovation is extremely needed in the industry—and the judges in the competitions probably agree with us.
What technologies are you leveraging to deliver such a cutting-edge tool/product?
We have more than six years’ experience in developing dynamic video solutions for clients like Microsoft, HBO, and SAP, and a decade in high-end video production for similarly well-known clients. Match Hype is the essence of this. We have developed our own robust cloud infrastructure that enables us to work on a huge scale. We can also leverage the integration of third-party solutions that help us make the video content rich and engaging. The AI boom came at the right time to help us make the experience for the viewer even better.
Who is Match Hype aimed at?
We focus mostly on sportsbook operators, where we think we can bring the biggest value. But we also have clients on the affiliate and media side. Our “competition” at the moment are creative professionals who are able to create one video at a time. To cover hundreds or thousands of events daily, you need huge manpower. With Match Hype, you don’t need that—it’s all automated. Anybody who appreciates this level of efficiency will benefit.
The end users are any sports fans who enjoy engaging videos. So basically everybody.
Has this industry been slow to embrace video content and unlock the potential it offers? If so, why?
It’s hard for us to talk about the whole industry, as we haven’t been part of it for that long. But iGaming feels like a conservative industry where only truly meaningful innovations make it. Fingers crossed for Match Hype being one of them. We are confident because of our track record in other industries, and mostly thanks to the results of our dynamic videos that are already used by significant igaming industry players.
What makes video content so effective at customer acquisition? How can Match Hype be used in this regard?
People just love video content. In the last review, TikTok said that the average user spends around 90 minutes a day on their platform. Platforms like Spotify used to be music and podcasts only; now they are full of videos. You just can’t ignore that. Video killed the radio star, and a static sportsbook is next to die.
And what about retention? How can it be used to keep players engaged and coming back for more?
Imagine that a 30-second video gives you the exact insights to help you make a betting decision without spending dozens of minutes on different resources to gather all the information. People don’t want to read anymore. This is probably an even bigger strength of Match Hype than user acquisition.
What can we expect from Match Hype in the coming months?
We will establish Match Hype as an industry standard for dynamic video content. We’ll bring many more sports like tennis, basketball horse racing and. We are preparing real-time video use cases—for example, half-time updates in football—and new distribution channels like integration directly into streams. The potential is huge. Stay tuned.
Any final thoughts?
For the last year, we have talked with literally hundreds of iGaming experts, investors, and executives. Almost every one of them sees fan engagement as a huge topic in the upcoming months and years. And video will definitely play a key part in it.
Video says more than a thousand words. Give it a go—watch one of our 30-second videos and see for yourself.
The post Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype appeared first on European Gaming Industry News.
For those that might not know, can you give us a brief overview of Pick’Em Player Props?
In simple terms, the new Pick’Em Player Props product from WA.Technology is almost like a hybrid between fantasy sports and sports betting. In the same vein as traditional player props products that you see in traditional sports, players can select markets on individual players – we have just taken that model and elevated it.
During the game, players can make between two and six bet selections. For example, will Erling Haaland score more or less than 2.5 shots? The number of bet selections the player makes then determines their multiplier. By allowing bettors to unleash their sporting knowledge and provide engaging games for them to play, we are helping our operator partners to not only engage with a wider player base but also to fuel long-term retention. It really is a one-of-a-kind product and one we’re incredibly excited about. It’s already proving to be a top performer in LatAm.
Why has now been the right time to unveil Pick’Em Player Props?
Over the last few years, we’ve seen significant growth in the number of player proposition products. There are several reasons for that. Sports fans have shown a growing affinity for individual players rather than a team. They follow players on social media and engage with content featuring that player.
This reflects the wider trend we’re seeing: the new generation of fans is more in love with the players than the team itself. A great example of this is both Lionel Messi and Cristiano Ronaldo. Bettors worldwide would wager on either of those players and engage with their content regardless of which team they played for or what club they supported.
The appetite for player-driven betting is increasing dramatically, resulting in a greater demand for products specifically tailored to individual athletes.
With more traditional sportsbooks, however, we’ve found that there isn’t as much depth of product regarding player propositions – aside from goal scorer markets. We wanted to change that – we wanted to deliver a fun, engaging product that helps build a sense of community among players.
Since Pick’Em Player Props is also a hybrid of fantasy and sports, it can act as an attractive tool to facilitate new market entries, as fantasy sports are not regulated like sportsbooks or iGaming. Take the US for example. In most states, operators do not need a licence to offer a fantasy sports product. This is the case for many markets around the world, too. I believe this will be an attractive proposition for operators looking to expand their international footprint, and as a truly global provider, we’re here to make that happen.
In your view, what differentiates WA.Technology’s Pick’Em Player Props from other player props products on the market?
Currently, we are the only B2B provider to offer a player propositions product that combines sports and fantasy. A handful of companies in the US offer something similar, but they are all B2C companies – we are bringing something totally unique to the B2B space.
Fantasy Sports have always been popular in the US. But over the last 18 months, we’ve seen a meteoric rise in the demand for player proposition markets; we wanted to develop a product that caters to that growth in demand and delivers something unique for our partners.
For other player props products on the market, something that is worth noting is that the design and UX are doing little to engage Millennial/Gen Z bettors. This audience demands a streamlined UX that is easy to use. Our Pick’Em version has been specifically designed with this demographic in mind, although we have been careful not to disenfranchise other age groups. We have kept the design sleek, streamlined and easy to use to deliver that. It’s extremely well-designed compared to what you might see in a more traditional sportsbook.
The game is straightforward to understand because we have fixed multipliers. This decision differentiates us from more traditional products, where the multipliers vary depending on how many bets you place. It also makes the product much more accessible for players who might otherwise not be familiar with fantasy or player props.
Another major defining factor is that we have ensured players can add multiple bets from different markets together. On most sports betting sites out there, you cannot combine player props markets. You couldn’t, for example, have a bet slip combining Erling Haaland’s Over/Under Shots and Kevin De Bruyne’s Shots on Target. We know this is frustrating for many bettors. We wanted to eliminate that barrier and elevate sports fans’ experience.
How does the level of data granularity influence the design and effectiveness of player proposition betting products, particularly in terms of player engagement and personalised betting options?
We are very fortunate that the data feed we use for our player props markets is the best. We have a wide range of insights and data analytics available, giving us an edge over other companies within the space – this is a serious differentiator.
The enhanced data range means we can deliver many more bespoke, personalised betting options to players while also getting more granular with the markets we can offer.
Our Managed Services Team, which oversees all things trading, also closely monitors the markets that are most popular with players. For example, if we see an influx in bets on ‘shots on target’, we know how to create more promotions around this particular market. We can tailor the CMS to engage better with players and create a more personalised experience.
Players can also ‘favourite’ particular players and clubs. Any market featuring that player will automatically appear when the Pick’Em Player Props application loads up.
Are there any markets where you believe Pick’Em Player Props will prove to be particularly popular? If so, why?
In all honesty, I can’t think of a market where this won’t be popular! Regions such as LatAm present an enormous opportunity for the growth of player proposition markets. I believe we can really plug a gap in the products currently offered to bettors.
Across the continent, we’ve seen players show a real passion for player-focused markets, and we’re here to capitalise on that. In Brazil, for example, if we were to create markets on Neymar, I’d anticipate this would gain much traction!
The real selling point for Pick’Em Player Props here is that we offer an extensive range of sports and markets that cater to a broad audience – but within that, we can personalise sports and bet selections not to overwhelm the player. I’d expect that markets on football will perform exceptionally well across Africa and LatAm, while countries such as South Africa may have a stronger preference for Rugby or Cricket.
Ultimately, it’s about understanding the unique preferences of players within each jurisdiction our partners operate in and tailoring the product accordingly. With teams based in various markets worldwide, we can get to grips with the local knowledge and fully understand what resonates with bettors.
In your view, what are some of the factors behind the growth of player props products in the last 12 months?
Most definitely shows how sports media companies are incorporating more player-specific content into their roster. This already has a huge impact, and I can’t see it changing anytime soon.
Whether it’s interviews with specific players, post-match analytics on performance or even the inherent growth of social media, the balance is undoubtedly tipping more towards the player rather than the team.
Personalisation will also have a considerable knock-on effect on the growth of player propositions. Bettors want more bespoke offers, specific bet suggestions and more instant content tailored to their unique playing habits. With a product like Pick’Em Player Props, you can personalise that betting experience to your heart’s content.
It also becomes much easier for sportsbooks to align with a specific user’s interests when we deliver unmatched data analytics and levels of personalisation that are available via WA.Technology’s product suite.
In short, Pick’Em Player Props gives operators the tools they need to create wide-ranging engagement opportunities without sticking to the rigid sporting calendar, where sometimes you might have to wait several days between a game. By incorporating fantasy sports, we can deliver round-the-clock content much faster, therefore meeting the demands of players. If you want to find out more – make sure to stop by Stand 1095 at SiGMA!
Behind every stellar online slot is an equally stellar maths model. These are becoming more experimental as the industry flirts with an increasing array of innovative new mechanics. We spoke to Pablo Martinez, Math/Design Lead and Founder at maverick game studio Peter & Sons to find out more.
Do you have to be a maths genius to build a slot machine?
Nah, you don’t need to be a maths genius. It’s more about having the right mix of skills and loving what you do. You need to play a lot of games, see what’s working out there, and understand what makes them fun. Knowing maths helps, sure, but it’s more about creating something players want to keep coming back to.
Peter & Sons is known for making games that dare to be different, visually and thematically. Is the underlying math equally experimental?
Definitely! We love pushing boundaries, both in how our games look and how they play. Sure, it’s a bit of a gamble to have a bunch of games with unique mechanics, but we’re all about trying new things. Games like Peter Hunter and our upcoming Muddy Waters are great examples — they bring fresh gameplay and new experiences to the table. Each year, we try to put out at least one or two experimental titles, keeping things interesting while mixing them with more familiar styles.
Do you come up with the maths model first and then build the game around that? Take us through the process of building the game from start to finish.
We usually start with an idea for the mechanics first. We make a quick prototype to see if the concept can work with the maths. Then we bring in the art team to brainstorm themes that will fit well. Once we have a basic prototype, we go through a bunch of tweaks and changes until the art, mechanics, and maths all feel right together. It’s a back-and-forth process where we’re constantly finetuning everything to get the best balance.
Why do you think a mechanic like Megaways was so successful?
Megaways took off because it’s a fun, exciting mechanic that gave players something fresh, but smart brand marketing really helped it catch on.
Is there pressure as a slots developer to come up with the ‘next’ Megaways?
Not really. Coming up with new mechanics is always fun, but it’s not the only way to make a hit. Plenty of top games are just clever twists on classic mechanics. It’s more about creating a great experience that keeps players coming back, whether it’s something brand new or just a fresh spin on something more familiar.
Which slots are more popular, high or low volatility, and why do you think that is?
It depends on the market, but in some unregulated markets — and especially with some operators — high-volatility slots are really popular. A big reason for this is streamers. High-volatility games make for exciting content, so they get a lot of attention and hype online. That thrill factor really draws players in.
Which is your favorite Peter & Sons mechanic and why?
Right now, I’d say the fishing mechanic in our upcoming game Muddy Waters. It’s a new twist on the fishing genre that really brings something fresh to the gameplay. It’s exciting to take a familiar theme and make it feel totally different.
Tell us about the mechanics in your latest release, Barbarossa Revenge.
Barbarossa Revenge is a pirate-themed, high-volatility game with 243 ways to win. It’s a DoubleMax game, meaning the multiplier doubles with each cascade. You’ve also got Multiplier Jumps and a Cashout feature that guarantees wins. During Free Spins, the multipliers don’t reset and can keep growing unlimited. With a max win potential of 30,000x the bet, this game is a real thrill!
Week 46/2024 slot games releases
AGREEMENT BETWEEN ZITRO AND GRUPO OSGA TO PROMOTE THE LABOT INTEGRATION OF PEOPLE WITH DISABILITIES
EGT Digital’s iGaming platform X-Nave and successful titles to deliver high-quality experience to BetHub’s customers
Bragg Gaming Group Announces Record Third Quarter 2024 Revenue of Eur 26.2 Million (USD 29.3 Million)
BetMGM and Vegas Golden Knights Announce Multi-Year Partnership Extension
Spinomenal celebrates Halloween with Book of the Cursed release
QiH Group completes C-suite hiring spree with new CFO appointment
Evoplay enters Czech market with exclusive Fortuna collaboration
Peter & Sons- Maths and Mechanics
MGM Resorts Teams with USO and American Airlines for 14th Annual Salute to the Troops at Mandalay Bay
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Exclusive Interview with Miklos Handa (Founder of the email marketing solutions, “MailMike.net”), speaker at Vienna International Gaming Expo 2018
