Latest News
Beyond Ancient Egypt: Are ‘adult-themed’ slots the future of iGaming?
In the dynamic landscape of online slots, a notable shift has recently occurred when it comes to game themes. Breaking away from tried and tested themes such as Ancient Egypt, Greek mythology, the Wild West, fishing and fruits, a new wave of tongue-in-cheek ‘adult-themed’ slots is emerging. With this controversial approach, pioneering suppliers aim to stand out in a crowded marketplace, capturing the attention of players and influencers alike by introducing playful yet potentially provocative content. While these games generate initial buzz and conversation, the critical question remains whether their novelty can translate into sustained player loyalty and long-term success.
We asked Wicked Games, a studio developing this genre of games, Thunderkick, a more classic slot developer, and a streamer, Fruity Slots, whether they thought the shift towards adult-themed content really is the future of iGaming.
Karl von Brockdorff, Head of Brands at Wicked Games: “For years, slot providers have stuck to the same safe themes because they worked. And fair enough—people like what’s familiar. But familiarity gets boring. Players aren’t stupid; they’ve seen it all before.
At Wicked Games, we’re just making the kind of slots we’d actually want to play—ones that don’t take themselves too seriously, that make you laugh, maybe even make you uncomfortable. It’s not about being ‘edgy’ for the sake of it. It’s about giving players something with actual personality, something they’ll remember; something they would share.
Are adult-themed slots the future of iGaming? Maybe, maybe not. But games that feel fresh, that aren’t afraid to have a point of view? That’s where things are headed. And we’re all in for that.”
Johanna Backlund, Head of Marketing at Thunderkick: “In an industry where thousands of new games are released annually, the rise of playful, adult-themed slots is an intelligent PR move designed to make players and influencers take notice. When done the right way, it can be bold, fun, and spark conversation – a solid strategy to stand out in a competitive environment.
The divisive question is whether these products have genuine staying power. They are entertaining to try and exciting to talk about, but do they encourage the kind of loyalty that drives player retention? These themes might capture the industry’s attention initially, but at the end of the day, it’s the gameplay, mechanics, math, and player experience, that determines longevity.
Rather than simply delivering the shock factor, the real challenge is ensuring the product itself has sufficient substance to keep players engaged session after session. The novelty may fade, and it is the overall quality of content that will ultimately define success.”
Josh Green, Managing Director of BetUp Media which operates influencer brands, Fruity Slots and Hideous Slots: “This reliance on well-known themes has arguably fostered a degree of stagnation within the iGaming ecosystem. While conventional genres undoubtedly retain broad appeal, their persistent repetition can lead to a lack of innovation and diversity, potentially tiring more seasoned players.
These make up a significant portion of our audience, those who engage with gambling content recreationally, and many now prefer adult-themed titles over traditional slots. Consequently, studios demonstrating a willingness to break free from this cycle have often experienced rapid growth and visibility, particularly among experienced players eager for novel and engaging content and across our streaming team seeking something new and entertaining to play to our audience.
While some critics might attribute the success of adult-themed slots to mere shock value, their emergence represents a more nuanced strategy, a deliberate statement of differentiation that can capture the attention of players increasingly seeking alternatives in a saturated market. These studios’ success across our audience demonstrates that this approach is working.
Looking ahead, this push for differentiation raises the question of whether such widespread efforts will truly enable individual studios to stand out, or if the pendulum will begin to swing back towards more traditional approaches. The challenge will be maintaining a unique identity in a space that’s increasingly full of outliers.”
The post Beyond Ancient Egypt: Are ‘adult-themed’ slots the future of iGaming? appeared first on European Gaming Industry News.
A gathering for veterans and legends in iGaming
On Tuesday, July 1st (8PM–1AM), London’s most exclusive nightclub, The BOX Soho opens its doors for a night of next-level entertainment, unbeatable networking, and that unmatched energy before day one of iGB L!VE.
LEGENDS by Fire & Ice will bring together iGaming’s veterans, legends, and superstars for an exclusive takeover of The BOX, including its brand-new Speakeasy. A mix of individual invitations and hosted tables will welcome guests to one of the world’s most infamous clubs.
“Guests will revel in a once-in-a-lifetime experience with a total takeover of The BOX,” said Jodie Thind, co-organizer. “A limited number of table bookings are available for those looking to host clients, affiliates, partners, or friends. We’ll also be inviting a few hundred iGaming legends—trailblazers who have shaped the industry into what it is today.”
Lyceum Media is also providing a complimentary venue consultancy service and has put together a curated Venue Guide for companies attending London iGaming Week. Whether you’re organizing a private event, group dinner, or a high-energy DJ party, Lyceum can match you with the perfect venue for your gathering. fireandiceparty.com/venue-guide
🎟️LEGENDS Guest List and VIP Tables are limited, Secure your Spot:
📧 RSVP/Table Booking/Free Venue Consult/Info: [email protected]
🔗 fireandiceparty.com LI Event Page IG/LI: @LYCEUMMEDIA
LEGENDS by Fire & Ice is held during iGB LIVE’s London iGaming Week , uniting the industry’s elite for an unforgettable night of high-energy networking inside one of the city’s most legendary venues.
The post LEGENDS by Fire & Ice: July 1st at The BOX Soho appeared first on European Gaming Industry News.
Evoplay, the award-winning game development studio, has launched Big Adventures, its most extensive network campaign to date, supported by a €2.5m prize pool.
Spanning nine months from June 2025 to February 2026, the initiative combines monthly tournaments with four rotating phases, enhanced by Wheel of Fortune events and daily Prize Drops to keep players consistently engaged.
Monthly prize pools range from €200,000 to €500,000, scaling during peak periods such as the winter holidays. Each phase features varied win mechanics, including Sum Multiplier, Total Win, and Total Spins, offering broad appeal across player types and gameplay preferences.
The campaign spotlights a monthly rotation of Evoplay’s high-performing titles, such as Hot Triple Sevens: Hold & Win, Cat’s Blessing, and The Greatest Catch, allowing operators to showcase a diverse content mix throughout the promotion.
To further incentivise participation, Big Adventures introduces long-term player rewards. The Quarterly Player Giveaway will award an iPhone Pro Max to three top-performing players every three months.
Simultaneously, the campaign will culminate in a Grand Mega Prize: an all-expenses-paid luxury trip to the Maldives, awarded via random draw to one of the top 100 players on the final leaderboard.
With in-platform widgets, automated push notifications, and a full suite of promotional assets, Big Adventures is built to help operators attract, retain, and reward players at scale while delivering a high-impact experience across multiple regions.
Diana Larina, Head of Marketing at Evoplay, said: “Big Adventures is one of our most ambitious initiatives so far, not just in terms of prize value, but also in how it supports our operators.
“Big Adventures has been designed to deliver long-term engagement, spotlight top games, and provide flexible tools for promotion and the campaign is sure to excite players and bring added value for our partners.”
The post Evoplay rolls out nine-month network tournament with €2.5m prize pool appeared first on European Gaming Industry News.
Playtech PLC has struck an agreement to exit its Happybet online gambling and retail betting unit in Germany.
The gambling software company had closed the Austrian Happybet business in the second half of 2024 and in March of this year, said it kicked off a process to sell the remainder of the unit in Germany.
The move was in line with its aim to sharpen its focus as a “predominantly pure-play business-to-business operator”.
It has now struck a deal with NetX Betting Ltd, a subsidiary of Frankfurt-listed betting group pferdewetten.de AG.
Dusseldorf-based pferdewetten.de will have the chance to contact franchise partners of Happybet shops in Germany.
“As part of this agreement, pferdewetten.de will also assume ownership of certain associated hardware,” Playtech said.
“There will now be a transition period to allow pferdewetten.de to negotiate with the relevant franchise partners and for the relevant regulatory approvals to be sought from the competent authorities in Germany. It is intended that any remaining Happybet assets not transferred to, or assumed by, pferdewetten.de will cease operations and, where relevant, will be wound up.”
Playtech shares fell 0.8% to 319.85 pence each in London on Wednesday morning.
At the end of last month, Playtech completed the sale of Snaitech Spa to Flutter Entertainment PLC for EUR2.30 billion.
The Isle of Man-based firm said the completion of the deal allowed it to focus on its technology-led offering in high-growth business-to-business gambling markets.
The post Playtech Agrees Deal to Exit Happybet German Betting Operating appeared first on European Gaming Industry News.
-
Uncategorized7 days agoGolden Boomerang Awards 2025: AC Milan Legend Andrea Pirlo Presented the Awards at the Ceremony at Iconic San Siro Stadium
-
Baltics7 days agoCT Interactive Expands Presence in Lithuania with New Game Certifications
-
Balkans7 days ago
SYNOT Enters the Bulgarian Market
-
Balkans7 days ago
EGT Digital at Belgrade Future Gaming 2025: Get ready to be fascinated
-
Compliance Updates7 days ago
UKGC Publishes Update on Financial Risk Assessments Pilot
-
Compliance Updates7 days ago
Irish Politician Philip McGuigan Calls for Urgent Action on Gambling Harm Treatment
-
Latest News7 days ago
Bragg to Attend the Gaming in Holland Conference
-
Latest News7 days ago
Week 21/2025 slot games releases
