Industry News
Starting a slot franchise: what does it take?

As the iGaming landscape continues to evolve, numerous suppliers are capitalising on their past successes by launching their own slot franchises. Despite the immense potential, initiating a franchise requires adept navigation through a range of challenges in order to reap the benefits. In this roundtable discussion, we gather insights from Relax Gaming, Blueprint Gaming, Thunderkick and RubyPlay, four prominent suppliers with franchises under their belt. From regulatory hurdles to technological innovations, we dive into the aspects that both challenge and enrich the path to establishing a new franchise.
With technology advancing at a rapid pace, how crucial is it for franchises to stay on top of the latest trends in slot development?
Mike Collins, Game Product Owner at Thunderkick: It’s extremely crucial – if you aren’t adapting with the times, you’ll attract less players and that’s the bottom line. Currently, whilst creating our titles, we work with a portrait-first and mobile-first ethos. With more customers than ever before using their phones to take a spin, it’s extremely important for every provider to consider how to make their games accessible to as many people as possible.
We also pay close attention to the evolution of available platforms and operating systems – compatibility and accessibility go hand-in-hand, and our titles will always use the most cutting-edge and modern technology available to ensure they play as intended.
Dr. Eyal Loz, Chief Product Officer at RubyPlay: There are no real incentives for developers to risk a well proven, money-making game franchise by changing key elements of the core experience. What we are seeing instead are add-on features, targeted at giving existing players new ways to engage with what they already familiar with. This is via elements such as side Mini Games, Prize Drops, Buy Features, Ante-Bet and so on.
The opposite is true when suppliers try to establish new franchises. Players are keen to try new things, but are more likely to churn if what they find is too similar to something that they already know. This is where the opportunity to bring in new technologies exist, but alas, innovation is very risky and expensive. In RubyPlay’s Immortal Ways series, we combined the well-known ‘10,000 ways to win’ concept players love with an innovative Hold and Spin mechanic, that was easy for players to understand. Players’ feedback was that they felt the game is familiar, but was also totally new at the same time. They were comfortable to try and then commit to it. At the end of the day, both players and the industry are very resistant to change and adaptation of new development.
Shelley Hannah, Chief Product Officer at Relax Gaming: It’s extremely crucial. I think gone are the days where player behaviour is predictable for the next five years. Nowadays, players have a lot more choice in the market and are more likely to explore different games at once.
We have to evolve our games and listen to player feedback both from a perspective of slot design, innovation and technology. As a franchise, it’s critical that we stay on top of the latest trends in order to remain a market leader.
The franchise can’t just be another skin or a slightly different variation of the first, second, third etc. It needs to bring much more than that to the table for the players of today.
Jo Purvis, Director of Marketing and Relationships at Blueprint Gaming: It is key to the success of any game, one slated for a franchise or otherwise. The core requirements of creating a successful game remain the same regardless. It’s a secret sauce that all suppliers strive to perfect – balancing the ever-challenging task of producing a regular supply of games to compete in a congested and super-competitive marketplace while ensuring that the quality remains consistently high.
Where franchises differ slightly is in retaining the magic of a successful original while offering enough new features and mechanics to justify the existence of the next iteration. Consumer taste across most mainstream media, be it movies, TV or games has for some time displayed a keen interest in sequels, spin-offs and more of their favourite brands, characters and universes. So while leveraging this is a huge boost, with it comes the challenge of meeting already high expectations.
Given the saturation of the market, how can new franchises distinguish themselves in terms of content and themes?
MC: Simply put, innovation is what will put providers ahead in such a crowded market. Consider the game’s name, theme, narrative and mechanics – if it’s all been done before, your new franchise is unlikely to make much of a splash. It admittedly can take some time to think of a totally original idea, however investing that time into creating something unique will pay off.
Elevating the gameplay experience will undoubtedly have an impact on the performance of your franchise, too. You want to immerse players in the games’ overarching story through the use of graphics, sounds and animations – going back to my previous answer, the evolution of technology in recent years has made it easier for developers to really go above and beyond what was once expected of online slots.
EL: Themes are a key way where suppliers can innovate, and keep high returns and overall business risk low. Within existing strong franchises, suppliers can explore new themes, new UIs and new innovative side features, while staying confident the product line will continue to perform. Savvy suppliers can keep their franchises fresh and relevant for many years if they manage them correctly.
With brand new game franchises, the best advice is that success usually rhymes with what players already know and love. Radical new ideas are less likely to make it through.
In Immortal Ways Diamonds we combined a classic theme with our innovative new franchise’s game mechanic. Since the series was released, we experimented with a large variety of themes each with slight changes to the volatility, math and flow of the games. We can say that one size does not fit all, and different themes perform differently with players in different jurisdictions.
SH: I think every studio has a DNA in how they create games which makes them stand out. I think it’s important to strike a balance between finding what already works for players and how you can put a fresh twist on it.
Bringing new concepts to market may sound like a risk to some, but we put faith in our extremely talented team around the world to drive differentiation which is at the heart of everything we do when we bring games to market.
Whether we want to explore a different slot theme or introduce groundbreaking technology or features, you need to have the talent and trust in your team to make it happen. Once you believe in what you do, it can take you anywhere.
JP: Differentiation is a vital tenet of game production too. Many studios are global now and with that growing number of world regions to sell to, there are equally diverse player preferences to cater to. An Egyptian theme, while popular, doesn’t guarantee a popular game. Knowing your craft and being able to hit the right notes in the maths model, the features across the base and bonus games and the overarching mechanics must align with animation, audio and design and getting all of these right consistently isn’t for the faint of heart.
With Blueprint Games, we’re able to lean on the years of heritage we have in taking the original success of a solidly built and curated game and applying these lessons to new titles. Having the right balance of experience and new, fresh ideas is crucial, as is a finger on the pulse of what players are engaging with in slots and beyond. It’s a complicated and deeply nuanced process.
How do you see the current regulations in key markets impacting the establishment and growth of new slot franchises?
MC: Navigating the regulatory landscape in key markets is crucial for the establishment and growth of new slot franchises. Regulations can present both challenges and opportunities for game providers – although compliance ensures a fair and secure experience, fostering trust among players, these regulations can also limit providers’ creative freedom.
Successful slot franchises strike that important balance by aligning with regulatory frameworks whilst simultaneously finding innovative ways to engage players. As always, staying attuned to emerging trends helps maintain a competitive edge within the ever-evolving industry.
EL: Historically, franchise games developed in highly regulated markets outperform other franchise games developed in less regulated market. That is, product designed with an unregulated market mindset struggles to adapt to complex regulatory restrictions. Therefore, I believe that regulation should be viewed as an advantage for the more creative designers.
In addition to that, franchise games that were developed to comply with strict regulated market restrictions can easily be supplemented with complimentary side features that can boost performance and player retention even further in less regulated environments. It’s always simpler for the business to relax designs than to restrict them.
In RubyPlay’s Immortal Ways series, we followed strict design principles, such that all games in the series will comply with the strictest regulatory requirements. Additional features we are developing such as Buy Feature for the Immortal Ways games will only be offered where regulation allows.
SH: This is something which impacts the whole industry, but as a new franchise it is paramount that you are up-to-date with the latest regulations and any potential changes that can impact any aspect of the game. It’s a challenge to come up with slots that not only fit the player’s needs but also rigidly follow many variations of rules in regulated markets.
Relax Gaming pulls out all the stops to ensure we meet the regulations and create a safe environment for players. Any franchise should have this at the core of its values.
There are more and more regulations being implemented across the gaming landscape. Building a successful franchise needs the most robust underlying technology which makes product adaptation easier when new regulations are introduced.
JP: There is obvious speculation on regulatory activity all the time, given the regular consultations the official bodies engage in and this obviously impacts game development. What we are seeing in many markets is that the current regulations don’t prevent or impact the growth of new slot franchises, they just set some specific rules that need to be rightly adhered to.
Studios see the benefits of consistency across jurisdictions and this helps them standardise and gain product development efficiencies. This results in not investing time in unique products for the demands of specific markets or building products that are overly complex. The opposite is that games need to be configured for the specific allowances or restrictions of different jurisdictions, which requires additional resources.
That being said, innovation comes out of many regulatory changes and franchises can always be adapted to develop and potentially grow with new product innovation.
Additionally, where certain regulations apply, we adapt and certify different versions of our industry-standard Jackpot King System to meet the specific needs, tailoring to market/operator size to be able to provide a compliant and engaging jackpot product.
Player loyalty is paramount in this industry. What engagement and retention strategies do you think are most effective for slot franchises in a crowded marketplace?
MC: Taking the mechanics from previous iterations within the franchise that really resonated with players is a clear-cut way to ensure retention for future releases. Don’t fix what isn’t broken – simply set your sights on improving upon earlier releases, and don’t stray too far from the original!
With that being said, it doesn’t hurt to add something new with each title in the franchise. Not only will you be keeping the gameplay experience fresh, but you’ll also drum up excitement for players who want to discover a fresh spin on a game they cherish.
EL: The holy grail for suppliers is developing an evergreen franchise, at which point, a dedicated product line should be established to create innovative experiences within that franchise. Innovative designs that don’t lose sight of the core player experience in the existing franchise games.
We never know what will hit a cord with players, but when a mechanic is found, one should build it into a series, respecting the parameters that made is successful in the first place. The average loyal player loves things feeling fresh, but also familiar and safe. When players lose their footing, they will churn.
That is why more and more designers are focusing on complimentary side features that can maintain the evergreen potential of existing franchise games, and are very effective in boosting long-term player loyalty.
RubyPlay’s Immortal Ways series is no different. A range of accompanying features are now in development, such as introducing the ability to purchase a feature, and other innovative changes to the gameplay without impacting the core gameplay that works so well.
SH: I think it’s vital that you know your market inside out and you know what your players like. We can use data to get a picture of the players that are loving the franchise, working with operators to ensure the subsequent releases are visible for those players. This can be done in numerous ways, including mailers and promotional campaigns. This all helps play a part in a players subconsciousness when it comes to choosing who to play with.
As we touched on earlier, we take our player feedback seriously too. If a player can see steps are being taken to enrich their experience, then they are more likely to engage and built a trusting relationship.
JP: Knowing your customer is vital. Being able to pitch the right games to the right markets and their players can be the difference between well-received titles and those that fail. Then being able to build on those and make the most out of what works is something that Blueprint has had great success with. We’ve achieved that level of market optimisation in the UK with slot series such as Luck of the Irish, which has just seen its third iteration, whereas other IPs like our Kong games have earned their reputation in international markets.
We don’t consider features market-specific but emphasize slot themes, mechanics and brands that resonate with particular jurisdictions.
Amusnet
Golden Goal Roulette – Where Football Meets the Thrill of the Wheel

Reading Time: 2 minutes
Amusnet has released Golden Goal Roulette, the latest title in its new generation of virtual roulette games. Blending the elegance of classic roulette with the electrifying energy of football, this release transforms the iconic casino experience into a matchday celebration.
Set against the backdrop of a vividly designed football stadium, Golden Goal Roulette creates an immersive environment that transports players right into the heart of the game. From the realistic ambient sounds of cheering crowds to the sleek design of the roulette wheel, every detail is crafted to heighten the atmosphere and capture the excitement of sport.
What sets Golden Goal Roulette apart is its interactive gameplay mechanics. Unlike traditional versions, this virtual roulette allows players to control the start of each spin, introducing a fresh and dynamic twist to the experience. The result is a modernised game that blends tradition with innovation while keeping the familiar structure of European-style roulette.
Golden Goal Roulette supports a wide variety of betting options to suit every preference:
Inside Bets: Straight up, Split, Street, Corner, Line bet
Outside Bets: Column, Dozen, Low/High, Even/Odd, Red/Black.
With its authentic football theme, versatility and interactive features, Golden Goal Roulette adds a new layer of energy and entertainment to Amusnet’s growing Live Casino portfolio. It’s a title designed for both roulette enthusiasts and football fans alike — an engaging blend of two worlds that never fails to capture attention.
Auto Rebet
The Auto Rebet function allows players to repeat a selected bet. When enabled, the game enters automatic mode, where bets are placed automatically for a set number of games.
Favourite Bets
This function allows players to save up to 10 personally tailored bets or bet combinations for quick access during gameplay.
Jackpot Cards
The Jackpot Cards Bonus game is triggered at random during the gameplay to allow players to win impressive Jackpots.
The post Golden Goal Roulette – Where Football Meets the Thrill of the Wheel appeared first on European Gaming Industry News.
Affiliate Industry
Raketech Announces Divestment of Casumba Assets

Reading Time: 2 minutes
Raketech Group Holding Plc announced an agreement to sell the Casumba assets due to regulatory developments affecting its markets.
The transaction, valued at a fixed consideration of EUR 12 million, will be paid in monthly instalments through December 2029, with no upfront cash payment. Under IFRS 9 accounting standards, the deferred consideration has been measured at the fair value of approximately EUR 7 million at closing. The EUR 5 million difference between the fixed consideration and the fair value reflects an element of ongoing credit risk and the extended payment schedule. Any further adjustments will be recognised through the profit and loss account over the payment period, in accordance with IFRS 9 requirements.
The consideration carries an 8% interest rate and will be paid in variable monthly instalments through December 2029.
The sale supports Raketech’s platform-first strategy, focusing on core markets and sustainable growth in iGaming affiliation. The decision to divest Casumba stems from recent regulatory shifts in its markets. This move aims to remove regulatory risks, and redirect capital to Raketech’s leading iGaming affiliation platform, AffiliationCloud.
The Casumba assets generated annualised revenues of approximately EUR 4.0 million with an EBITDA of EUR 2.9 million, based on the Q2 2025 run rate.
Raketech will record a non-cash loss on disposal of approximately EUR 10 million in Q3 2025. This loss primarily arises from the difference between the book value of the Casumba assets and the IFRS 9 fair value of the consideration. The loss on disposal is a one-off, non-recurring loss and will not impact Raketech’s cash flow or operational performance.
The transaction has been signed and closed on 24 September 2025.
Johan Svensson, CEO of Raketech, said: “This sale marks another step in refining our portfolio and concentrating on our core goal of creating the top commercial platform for iGaming affiliation. By divesting Casumba, we eliminate regulatory exposure and unlock resources for growth opportunities. This transaction reflects our dedication to sustainable shareholder value and financial discipline.”
The post Raketech Announces Divestment of Casumba Assets appeared first on European Gaming Industry News.
casino listing site
SlotsUp 2.0 Launch: Transformed into a User-Centric Product

Reading Time: 2 minutes
Ten years after its quiet debut as a casino listing site, SlotsUp has reintroduced itself with a complete rebuild. What started in 2015 as a basic catalogue of online casinos has evolved into a structured, data-driven product designed around user needs and practical tools that actually help make smarter choices.
For years, SlotsUp relied on the industry-standard model. That formula worked, until it didn’t. So in 2025, the team behind SlotsUp tore it all down.
“We spent years chasing SEO. At some point, it became clear that the balance was off — too much energy went into ranking, and not enough into what players truly needed. That had to change. We shifted toward building a product where clarity, trust, and the user’s perspective always come first,” said a team lead at SlotsUp.
Not Just a Redesign — A New Product
SlotsUp 2.0 introduces a new brand identity, an updated interface and a new core principle: act like a correspondent, not a catalogue. That shift is reflected in a complete rethink of how casinos are added, rated and shown to users. Entry is no longer automatic — each listing must pass through a rigorous system of over 100 internal rules governing data quality, compliance, layout and trustworthiness.
The platform now filters and presents only what matters. Each casino is reviewed through 12 custom-built metrics, including:
Safety Index: Built on 4 criteria, from licensing transparency to user complaint volume.
SlotsUp Rating: A detailed breakdown of license, bonuses, payments, support and responsible gambling tools
Casino Match: A personalised alignment tool based on the user’s region, currency and language.
Radar: A visual chart comparing a game’s win potential against industry averages.
And now there’s Multi Game Mode — a new way to test and compare slots side by side. Players can launch up to four games in demo mode simultaneously, making it easy to spot differences in features, pace and style. It’s a faster, smarter way to find the game that truly fits your preferences.
The result is a real product, not just a database — with tools that respond to where the player is, what they value, and how they play.
From a List to a Real Product
The company’s team of 28+ experts includes writers, developers, designers and gambling professionals. Every review is written or reviewed by individuals who are well-versed in the industry.
Now, every rating is based on a clear system. Information is sorted by what matters to players: safety, fairness, relevance and quality.
SlotsUp 2.0 is built to guide users, not push them. It focuses on clarity, responsibility and smarter choices — one player at a time.
The post SlotsUp 2.0 Launch: Transformed into a User-Centric Product appeared first on European Gaming Industry News.
-
Common Commitment of Care for Problem Gambling7 days ago
IBCB Launches Common Commitment of Care on Problem Gambling
-
Asia7 days ago
BETBY EXPANDS ASIAN MARKET PRESENCE THROUGH PARTNERSHIP WITH BROADWAY PLATFORM
-
Central Europe7 days ago
GGL Warns: Illegal Online Gambling Puts Young People in Particular at High Risk of Addiction
-
Blueprint Gaming7 days ago
Blueprint Gaming casts the net wider with Fishin’ Frenzy Even Bigger Fish 3 Megaways™ Rapid Fire Jackpots™
-
Booming Games7 days ago
Leprechaun Riches Await in Greedy for Gold Power Hit
-
Australia6 days ago
NICC extends The Star manager’s term for six months
-
40 Art of Gold 6 Reels Dice Edition7 days ago
Amusnet Releases 40 Art of Gold 6 Reels Dice Edition
-
James Jelliffe Head of Slots at Stakelogic7 days ago
Stakelogic smashes symbols with Runner Runner ClusterBreaker™