Market saturation is fuelling product innovation at an unprecedented rate. Suppliers are under intense pressure to stand out, resulting in a surge of new trends emerging across the industry. From the rise of crash games to a surging demand for sequels and social-first experiences, the future of product development is being shaped by a fusion of familiarity and community-driven gameplay.

Following the launch of BetGames’ crash sequel, Skyward Deluxe, we spoke exclusively with Head of Product, Adam Lahouiri, to explore the strategies being implemented by studios to remain relevant in the fast-evolving sector.

As competition intensifies, studios are increasingly opting to evolve proven concepts into game franchises. What is driving this strategy?

All our decisions are driven by data. When the numbers on a proven concept look as strong as they do with the original Skyward, it would be a mistake not to build on that success. Iterating on proven titles is nothing new to the industry – what’s changed is the precision we now have with data segmentation. While we often group players by play style, the truth is that every player is unique. Sequels enable us to expand on the original experience with features that resonate differently with various audiences. One version may appeal to risk-takers, another to social players – but the important point is that no one misses out on the fun.

Why is it important to maintain a balance between sequel familiarity and gameplay upgrades, and how do you ensure you give players sufficient reason to move away from the original?

Familiarity is the gateway, the easy entry to the game for players who have played other versions of the same title. It’s an easy way to get understanding and know-how of certain features from a big group of players straight away. Skyward Deluxe offers the same gameplay and max multiplier as the original. The new features, such as our Community Jackpot, will appear at random times, and our Sky Drops, which are free bets that drop for players to claim, will also occur randomly while playing. The game’s Leaderboard tool is very easy to understand, and points are accumulated for each multiplier that is cashed out. So again, users just have to play the familiar game as normal, but get a whole host of extra features without breaking up that familiar gameplay.

In the digital age, more players than ever before are seeking social-first experiences. What social elements are the most successful when it comes to driving engagement?

Social features are no longer a nice-to-have – they’re becoming central to the player journey. Our Community Jackpot builds a sense of shared success by rewarding all participating players equally when it hits. The Leaderboard drives competition, while the Live Chat gives players a platform to celebrate, share strategies, or simply gloat about a big win. These mechanics turn what could be a solitary game into a shared experience, and that sense of community is what keeps players coming back.

Gamification elements are blurring the lines between iGaming and traditional video games. How and why do features such as leaderboards boost game interaction?

Leaderboards tap into the universal desire for achievement and recognition, giving players a reason to chase bigger multipliers and bragging rights – not just wins. But that’s only part of the picture. With our Hero tool, which is a separate tool but also integrates with Skyward Deluxe, we expand gamification through challenges, tournaments, and a shop where players can redeem prizes. Together, these features create ongoing goals and progression, keeping players engaged far beyond a single session.

Crash games continue to soar in popularity. Why do you think this is, and what is the next step in the evolution of the genre?

Crash games are fast, simple, and community-driven – the perfect blend for today’s digital audience. They offer quick thrills, autonomy in decision-making, and strong social hooks. The genre is still in its infancy, which means there’s a huge runway for innovation ahead. At BetGames, our ambition is to lead that evolution, taking crash beyond its current boundaries. Put simply: the sky isn’t the limit.

Bespoke and branded game development has gained momentum across the industry, with more exclusive titles appearing in casino portfolios.

iGaming Expert spoke with Charlie Jacka (Head of Product, Blueprint Gaming), Ian Catchick (Chief Product & Business Development Officer, BetGames) and Dominic Sawyer (Head of Growth, Tequity) to explore why studios increasingly focus on tailored collaborations, how custom content performs commercially, and why it benefits both sides of the B2B ecosystem.

Why are studios dedicating more resources to bespoke titles?

Charlie Jacka (Blueprint Gaming): Despite limited production capacity, we prioritise bespoke requests where possible. These collaborations benefit both parties: operators receive exclusive content ideal for marketing campaigns, while we can extend the lifecycle of an established title or strengthen a game series. These projects focus on quality over volume — making sure each release fits the partner’s identity while staying true to Blueprint’s creative standards.

Ian Catchick (BetGames): For BetGames, exclusive branded games reflect a broader strategy of deepening supplier–operator alignment. We treat bespoke versions as tailored experiences built for a specific audience, market, or brand style — whether it’s a customised Skyward Deluxe release or a dedicated studio environment. Unique content helps operators differentiate in busy lobbies, build loyalty, and create sustained value. It also encourages stronger long-term relationships rather than one-off engagements.

Dominic Sawyer (Tequity): The main strategy is enabling operators to truly stand out. When every lobby offers similar catalogues, branded originals help operators own the experience. Players respond well to content that feels native to a brand they already trust. For us, these projects turn content into a competitive advantage, strengthening engagement and loyalty.

How do branded games perform compared to standard releases?

Ian Catchick: Data from our partner collaborations shows that bespoke games often achieve stronger visibility, better retention, and extended life cycles. A branded release developed for an African operator is a great example — tailored mechanics and visuals connected directly with the operator’s identity, demonstrating how exclusivity creates player relevance and competitive edge.

Dominic Sawyer: Across our network, branded versions consistently outperform generic ones in engagement, repeat play and retention. Players gravitate toward content that aligns with a brand they recognise. Bespoke games strengthen emotional connection and drive increases in both time-on-game and lifetime value.

Charlie Jacka: A recent example — Paddy Power’s branded edition of our King Kong Cash series — shows the impact of co-branded titles. The underlying brand strength of Kong combined with Paddy Power’s marketing powerhouse created strong momentum immediately after launch. Joint commitment from both sides is what makes these collaborations successful.

Does bespoke development unlock new ways to target specific audiences or markets?

Dominic Sawyer: Absolutely. Adaptable branded content enables operators to target new demographics through creative, data-driven concepts. Tequity’s library of 16 white-label originals gives partners flexibility to tailor genres and visuals to specific markets or promotional strategies.

Charlie Jacka: With our background in land-based gaming, we understand omnichannel design well. When developing a customised version of Cash Strike for Mecca Bingo, we ensured it resonated in both retail and online environments — demonstrating how familiarity and thoughtful adjustments can translate effectively across channels.

Ian Catchick: Flexibility is critical. Bespoke projects allow BetGames to refine localisation, visuals, mechanics and formats for specific regions — including market-customised versions such as a Skyward adaptation for Brazil.

How do studios maintain innovation while producing more bespoke content?

Charlie Jacka: It’s a balancing act. We continue innovating for the wider market while tailoring certain releases for specific partners. Our bespoke and general production pipelines operate alongside each other — insights from one stream help inform the other.

Ian Catchick: For BetGames, bespoke development and broad-market innovation run in parallel. We keep building new mechanics and global-fit titles while creating tailored adaptations. Our core design principles — simplicity, accessibility, and brand-ready visuals — remain consistent, ensuring that custom versions don’t dilute our creative identity.

Dominic Sawyer: Tequity uses a modular customisation approach. Our white-label games allow partners to personalise visuals extensively while retaining proven mechanics. This lets us innovate at scale while enabling partners to push creative boundaries. It preserves our DNA — fast, fun and highly brandable — while giving operators room for expression.

BetGames has launched Dozen Jackpots, a modern take on the timeless fruit machine experience. The new title blends nostalgic visuals with a thrilling jackpot system, bridging the charm of land-based casinos and the excitement of online play.

Featuring a 5×3 grid filled with traditional fruit, BAR, and lucky seven symbols, Dozen Jackpots captures the essence of vintage slots while introducing high-volatility gameplay. Players can score wins by lining up three to five matching icons, with triple sevens awarding payouts of up to 100x.

Jackpots take center stage, with diamond scatter symbols unlocking instant cash prizes when five or more appear. Filling the entire grid with jackpot icons awards 5,000x, while a screen full of wilds delivers the maximum 12,000x win.

With its blend of classic design and modern engagement features, Dozen Jackpots is tailored for both nostalgic slot fans and new-generation players. Operators can also make use of branded integrations, giving them the opportunity to appear within the game environment.

Commenting on the release, Ian Catchick, Chief Product and Business Development Officer at BetGames, said:

“Dozen Jackpots reinvents the classic slot concept with a premium design and huge win potential of up to 12,000x. It’s another exciting addition to our growing slot portfolio, showcasing our focus on delivering engaging, high-quality entertainment to all player types.”

AI in iGaming: Embracing the Challenges and Opportunities Ahead

In the concluding part of iGaming Expert’s two-part roundtable on AI, leading industry figures, including Dr. Andreas Koeberl, CEO at BetGames, discussed the challenges and future directions of artificial intelligence within iGaming.

The conversation focused on key integration issues such as data quality, infrastructure, cost, and player trust — as well as how AI can enhance entertainment, security, and collaboration between studios and technology providers.

The Importance of Data and Market Readiness

Dr. Andreas Koeberl noted that “everything in AI depends on data — the models we train and the data we feed in. Market readiness is the real challenge, as most users and operators aren’t yet equipped to take full advantage of AI’s capabilities.”

He also emphasised that while infrastructure will eventually become a commodity, the pace of adaptation across the industry remains uneven. According to him, “player trust will evolve naturally as people begin using AI tools themselves — often faster than companies do.”

Using AI Responsibly to Enhance, Not Replace

Participants agreed that AI should be viewed as an enabler, not a replacement. The technology’s success depends on how responsibly it is applied to improve development processes, entertainment value, and player safety.

Dr. Koeberl added a bold perspective: “Fraud will remain a major issue, and AI won’t eliminate it — it might even make it worse if not handled correctly. The only way forward is to train people to use AI properly — and require them to do so.”

He underlined that real progress depends on how quickly the industry embraces AI, both culturally and operationally.

Partnerships and the Future of Personalisation

Looking ahead, experts see a major opportunity in collaboration between slot studios and technology providers. As Koeberl pointed out, “vibe coding” and on-demand content creation could soon become a reality, allowing new operating models to emerge through natural language prompts and AI-powered design.

The discussion concluded that data-driven collaboration and transparent governance will be essential for unlocking AI’s full potential — enabling the industry to deliver safer, more engaging, and more personalised gaming experiences.