Industry News
The rise and rise of NoLimit City – the iGaming industry’s bad boy slot developer
NoLimit City could have been just another slot developer, turning out a succession of games in line with the prevailing trends. But where would be the fun in that?
Unlike some other studios which boast that player satisfaction is at the heart of what they do, the team at NoLimit City believe in exceeding player expectations – and it definitely seems to be working. This is a developer that’s seemingly come out of nowhere to become a leading name in the world of online slots gaming – with a taste for the bizarre, the gruesome – and even, some might suggest, the downright distasteful.
Controversial themes
NoLimit City is responsible for creating some of the most controversial slots around, grounded in topics that include mental institutions, lobotomies, cannibalism and violent prisoners. As an example, Karen is a recurring character who made her first appearance in xWays Hoarder xSplit, set in a post-apocalyptic landscape. She cropped up again earlier this year in Karen Maneater – but this is no femme fatale we’re talking about! She’s keeping control of the dystopian world by resorting to cannibalism – descending into themes where most slots developers might be reluctant to tread.
Other popular games include Mental, Punk Toilet and Warrior Graveyard xNudge, all of which are decidedly left field. The developer’s latest release in September 2022 is The Border, which is based on uncomfortable themes of escape, control and aggressive authority. And let’s face it, that’s a far cry from fruit, bells and BAR symbols!
It hasn’t always been this way, although the developer has spent almost a decade steadily building up a reputation for high-quality slots. As recently as the summer of 2019 NoLimit City was launching Hot 4 Cash – a funky, fruity five-reel game with echoes of Starburst – but with an array of features that definitely made it worthy of closer attention. The studio was also responsible for Gaelic Gold and Mayan Magic Wildfire, both of which were medium-volatility slots offering 5 and 10 paylines respectively.
Then something seemed to change, as the games took a leap into previously uncharted territory. Tombstone RIP quickly became a player favourite, taking the typical western slot theme to a darker place. Big players wins are celebrated by a hangman preparing nooses, carefully testing them for weight, then hanging outlaws one by one – heady stuff indeed for modern-day gamers, who like to see a few lynchings and blood spatters served up with their slots action!
Innovative mechanics
Creating slots that appeal to a generation brought up on first-person shooters and horror-themed console games is one thing – delivering up the gaming mechanics that keep a slots fan spinning those reels is another matter. But once again, NoLimit City set out to be different. The team have been busy developing a number of exciting and highly volatile game features, making them incredibly appealing for risk takers and thrill seekers.
San Quentin xWays combines the menacing atmosphere of life in a high-security US male prison with huge winning potential. With help from the NoLimit xWays mechanic, the game offers a top payout of 150,000x, which is absolutely huge. And the potential rewards could be even better with the help of an introductory bonus from one of the newest UK slot sites.
This is a game that’s loved as much by the critics as it is by the players, as it was awarded 2021 Game of the Year status by BigWinBoard and Gaming Intelligence. Quite an achievement for a game featuring a bar of soap on the shower floor if the game doesn’t go your way!
Volatile gameplay and exciting features ensure a thrilling experience on the reels, so these are games with huge player appeal. NoLimit slot themes might be considered distasteful by some, but there’s an appreciative audience that seemingly can’t get enough of them – and that certainly hasn’t gone unnoticed by the big industry players.
NoLimit City is playing with the big boys
In June 2022, Gambling Insider reported that industry powerhouse Evolution Gaming Group has acquired NoLimit City for 340m euros. Coming hot on the heels of Evolution’s buyouts of NetEnt and Big Time Gaming, this only serves to prove just how desirable NoLimit City games have become. According to Evolution’s chairman, Jens von Bahr, they’d been keeping tabs on the creators of Tombstone RIP for some time and were extremely impressed by the new style of games being produced.
Over at iGB, Evolution’s CEO Martin Carlesund was citing the distinctive style of NoLimit City slots as being a major factor in the group’s recent acquisition. He believes that the combination of outstanding graphics, niche themes and innovative mechanics makes these games particularly attractive for advanced players.
That may be true, but by combining innovative slot mechanics with macabre and controversial themes that echo recent PC and console games, such as Silent Hill, it seems that NoLimit City has hit on a winning formula. These games aren’t just attracting experienced slots fans – they’re also drawing in a new audience looking for grittier and darker themes than most players are accustomed to. And NoLimit City seem more than happy to oblige!
And it could turn out to be an excellent long-term strategy too. Recent analysis into the appeal of horror games suggests that even though we’re momentarily scared, we’re drawn to keep returning again and again – which is surely the Holy Grail for any slots developer!
Clearly, Evolution feel that NoLimit City fills a gap in their portfolio, and since this is a major industry player committed to enabling cutting-edge gameplay, there’s no better endorsement. Meanwhile, NoLimit City warns us to expect ‘the unseen and the unexpected’. With upcoming titles including Kenneth Must Die and Dead Canary to look forward to, it’s clear that NoLimit City intends to keep on keeping on.
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
Merkur Gaming is going to participate in this year’s Peru Gaming Show, taking place from June 18 to 19 at the Centro de Convenciones Jockey Plaza in Lima. Representatives from the company’s German headquarters and its local subsidiary, Merkur Gaming Peru, will be on site to present the latest product innovations and engage with customers and visitors alike. The main attraction at the Merkur Gaming stand will be the linked progressive jackpot system Clash Link. This system stands out for its wealth of unique jackpot mechanics, which keep the excitement level consistently high.
PENN Entertainment has launched a new PGA TOUR-branded Blackjack game in New Jersey and Ontario. PGA TOUR Blackjack, now available via online Hollywood Casino in New Jersey and theScore Casino in Ontario, is the first iCasino game featuring PGA TOUR branding across any platform. PGA TOUR Blackjack, created by PENN’s in-house game development studio, PENN Game Studios, offers classic blackjack gameplay, plus poker and pairs side bets. The golf-themed table features official PGA TOUR logos, custom playing cards, chips and golf-themed celebrations. The new title is available on the standalone Hollywood Casino and theScore Casino platforms and is also accessible through ESPN BET in New Jersey and theScore BET in Ontario.
International Game Technology PLC announced the launch of IGT PlayDigital’s MEGA VAULT offering – a new innovation on its player engagement solution. Powered by the IGT PlayDigital Engagement Platform, a customisable suite of player engagement tools, MEGA VAULT brings together its industry-renowned engagement tools—Prize Drops, Leaderboards, Marketing Jackpots and more—into a single promotional experience. Designed to maximise excitement, engagement and rewards, MEGA VAULT aims to deliver seamless high-impact campaigns that captivate players and drive long-term retention.
Partnerships
Zitro has installed its revolutionary CONCEPT cabinets at the Casino La Cima in Mérida, Yucatán. The CONCEPT cabinets feature the Magic Lighting system, which syncs lights and sound with gameplay for a fully immersive experience, and the largest Screen Deck button panel on the market, offering unmatched comfort and ease of use for players and operators. This launch is backed by some of Zitro’s most successful titles — Fortune Legacy, Legendary Sword and King Fu Frog — all proven crowd favourites known for their engaging mechanics and strong performance.
Aristocrat Interactive, under NeoGames US, signed a six-year contract with the Michigan Lottery to provide its full solution of iLottery product offerings, reaffirming its leadership in the U.S. iLottery industry. Under the contract, from July 2026, Aristocrat Interactive will provide services to the Michigan Lottery for six years, with six additional one-year extension opportunities. The relationship with the Michigan Lottery began in 2014 with the launch of its iLottery programme using NeoGames’ iLottery platform and games. This new deal will provide the Michigan Lottery with eInstant games, draw-based games and add-on offerings produced by Aristocrat Interactive’s NeoGames Studio, along with continuing to leverage the company’s iLottery technology. Aristocrat Interactive will also provide the Michigan Lottery with a new website and mobile application services with Gambyt – a software company specialising in the lottery, casino and sports betting industries.
The post Gaming Americas Weekly Roundup – June 2-8 appeared first on European Gaming Industry News.
The European Gaming and Betting Association (EGBA) has announced that this year’s European Safer Gambling Week will take place from November 17 to 23.
European Safer Gambling Week is an annual collaborative initiative to raise awareness about safer gambling in Europe and foster a strong culture of player protection. Organised by EGBA, the initiative serves as a platform to inform citizens about safer gambling and promote information and best practice-sharing between stakeholders across Europe’s gambling sector, including operators, regulators, technology providers, support organisations and experts-by-experience.
This year will be the fifth edition of the initiative and follows the unprecedented success of 2024, which saw 195 partners participate in a social media campaign across 26 countries reaching 3.1 million social media users with important safer gambling messages. There were also 20 events held during the week that gathered 3000 attendees.
Building upon this momentum, the 2025 edition will be underpinned by a social media campaign and an array of insightful workshops. These will aim to raise awareness about safer gambling, share best practices and tips, signpost crucial resources and services, and facilitate meaningful discussions about the latest developments in regulation and research.
Maarten Haijer, Secretary General of EGBA, said: “We’re pleased to announce the dates for European Safer Gambling Week 2025 and are excited to build on the exceptional momentum of last year’s campaign. The initiative has become Europe’s leading platform for safer gambling awareness and last year brought together a record coalition of 195 partners across 26 countries to promote player protection. This is a shared commitment and we invite organisations across the industry to join us for this year’s edition and help us foster a strong culture of safe and sustainable gambling in Europe.”
The post EGBA Announces Dates for This Year’s European Safer Gambling Week appeared first on European Gaming Industry News.
Evoke, one of the world’s leading betting and gaming companies with internationally renowned brands including William Hill, 888 and Mr Green, announced the establishment of a new Technology Committee of the Board effective immediately.
The Committee will be chaired by Independent Non-Executive Director Susan Standiford. Non-executive Directors Limor Ganot and Ori Shaked will also be members of the Committee.
The Committee will provide Board-level oversight of evoke’s major technology investments and initiatives, ensuring alignment with business strategy, risk management and operational effectiveness.
Jon Mendelsohn, Chairman of evoke, said: “In a world where technology is evolving at break-neck speed and in an industry where technology leadership is a core driver of sustainable success, our Technology Committee will play an important role in strengthening the Board’s governance and long-term strategy development. The Committee will focus on providing transparency and insight across our product, technology, data and operational initiatives as well as informing the Board and executive leadership on technology trends with the potential to shape the Group’s long-term competitive advantages.”
The post Evoke Announces the Establishment of a New Technology Committee appeared first on European Gaming Industry News.
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