Fredrik Johansson, CEO and Founder at Fantasma Games, on the challenging environment and organizational focus it takes for developers to create a sustainable business amid ever-increasing levels of competition.

Five years ago, the market entry barrier for a new game studio was relatively low.

This, combined with the low cost of accessing global and local distribution networks through well-established aggregators, led to an influx of studios moving into the space.

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The result? Today, there are more than 750 game studios that released close to 11,000 new titles during 2023 alone – on average, an operator takes content from more than 60 providers.

One of the main challenges is that game themes and mechanical similarities now exist between the vast majority of games, and this is impacting the wider competitiveness of the market, and ability to position a unique player experience.

The market barrier entry for a new game studio is now incredibly high and for those who can get up and running, actually staying in the game is almost impossible.

Why? Because studios need to build trust with their portfolio and product roadmap and have a proven track record of creating premium content that hits the market with players.

If you can’t achieve this, you quickly find there is no demand for your games.

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Does this mean new studios can’t succeed? Of course not. Fantasma Games is proof that with a clear focus and strategic direction you can get in on the action and find meaningful and trustful place in the market.

We have been able to establish ourselves as an innovative and premium provider of player-centric games that go beyond gambling to truly engage players.

We also keep our promises, and our customers are confident in our ability to continue to deliver games that perform highly and generate outstanding player engagement KPIs.

For me, this is crucial to the success of any studio.

Studios must be able to deliver premium, high-performing games that resonate with a wide range of player audiences in multiple markets, but they must also earn the trust of their operator partners.

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Operators need to be confident in the studio’s strategic growth agenda and ambitions and that they will not only meet but exceed the goals they have set.

Of course, the success of a studio’s games comes into this and that is why the product roadmap must be balanced.

For Fantasma, this means daring to innovate and try something new while at the same time capitalising on existing high-performing mechanical frameworks that we know hit the mark with players.

The studios that take this approach can find they quickly move on from being the new kid on the block to being a major player in the content provision space.

For Fantasma, this has been achieved by working with a clear strategic plan and having a truly talented and passionate team always willing to go the extra mile to make a difference.

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Hard work, focus and dedication from all our teams have been key to unlocking the strategic milestones that have enabled us to become established in this industry.

Again, I can’t downplay how important it has been to foster trusted relationships with our customers who believe in our roadmap and organisational capabilities just as much as we do.

Of course, you must always ensure the business is moving forward and that’s why we recently launched our own remote game server, FantasmaXpand.

This allows us to capitalise on existing partnerships and expand our joint collaborative initiatives in a way that ensures our customers are integral to how our roadmap is prioritised and developed.

It means our teams can focus on enhancing the technology roadmap, tuned and calibrated to our customer’s specific needs which in turn allows us to bring even more value to our partners.

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This includes being able to deploy our content into new markets – another important capability for a studio to not only survive but thrive.

It has been natural for us to expand our geographical footprint alongside our international customers, as well as build strong local partnerships in key markets such as the US.

This ensures we stay relevant and allows us to keep optimising our global and local games roadmap in tight collaboration with our partners.

So, when you look at what goes into making a studio a success today compared to five years ago, it’s perhaps easy to see why some companies simply don’t make it.

Thankfully, Fantasma is a success story, but it has taken a great deal of passion and hard work to get to where we are today – and this is just the beginning.

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“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.

In this first edition Katya Machuganova, Gaming Product & Partnership Manager at Silverback Gaming, discusses all things game design, as she highlights the role that character-led titles can have on player engagement.

Game design is an integral part of launching any new slot title. In fact, game design is responsible for creating that first impression that can determine whether someone is going to play your game or not.

But designing a new slot isn’t as simple as it sounds. There are so many factors that you must consider: do you stick with an already-popular theme? Do you design a wholly new concept? What music will engage players? These are just some of the many questions a game design team must answer before embarking on the development process.

Themes that have typically resonated with players have often drawn inspiration from popular culture, mythology, and history, but we’re also seeing a rise in themes that focus on personal empowerment and adventure.

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For example, themes like ancient civilisations, fantasy worlds, and modern-day heists are particularly popular, as they offer a sense of both escapism and adventure – taking the slot experience beyond the boundaries of playing on your mobile phone.

You also have to keep the shifting trends of the industry in mind. What players might enjoy today might not be the case tomorrow. So, as you can imagine, this makes the ideation process quite difficult.

One of the most prominent trends that I’ve noticed over the last few months is the integration of narrative-driven content. Players are increasingly looking for immersive experiences that go beyond the typical spin-and-win mechanics; they want stories that captivate them, characters they can relate to, and worlds that they can explore.

Another growing trend is the incorporation of advanced graphics and sound design. High-quality visuals and engaging soundtracks significantly enhance the gaming experience, making it more appealing to players and emulating that sense of excitement that they may get from other forms of entertainment, such as cinema and video games.

Social interaction is also becoming a key element, with multiplayer options and community-driven features gaining popularity. Players enjoy competing with friends or collaborating in quests, adding a social dimension to what was traditionally a solitary activity.

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And discussions taking part at industry events have shown that both customisation and personalisation are gaining traction, as players seek games that reflect their preferences and offer personalised rewards. This trend reflects a broader move towards making gaming experiences much more user centric.

Designed by women, for women

A combination of these trends and shifting industry dynamics have all been contributing factors towards the development of our Wild & Free series – a new series of titles from Silverback Gaming that promises to wow the industry in terms of features, mechanics and narratives.

Now, titles that are narrative-driven aren’t a particularly new concept for the iGaming industry, we know that. But what sets this series apart from the crowd is that it’s been designed by women, for women.

We understood that there is a growing number of women who are enjoying the occasional flutter. But what we also realised was that there were very few products that were specifically tailored towards the female demographic of players. That, in my view, needed to change.

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When carrying out our research, we found that women tended to prefer solitary gambling activities – with the majority favouring mobile gaming over desktop. We learned that women have a particular preference for customisation and storytelling within the games they play, often having a fondness for games that allowed them to be immersed in the characters and narrative. Slots therefore seemed like the ideal choice.

Silverback’s extensive experience in designing new, innovative slot titles put us in the perfect position to cater to female players. We came up with the idea of introducing three characters to the series, otherwise known as the Moto Girls.

Creating a series of slots that centres around the development of both characters and narratives has allowed us to create something that reflects what women want from their gaming experience.

No pink-washing, please

Silverback Gaming has always prioritised experimentation, innovation and diversity within our company. These are three values that have also transcended the four walls of our office and are evident in the games that we create too.

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The raison d’être for this series was to create a product that blended the world of video games with the excitement of slots. All the while, we wanted to make sure that we took a thoughtful approach to the design too; we didn’t want to go down the line of “pink washing” or inappropriate characterisations.

I truly believe that by taking a considered, holistic approach to the series’ design, combined with the features of slots that we all know and love, we can really create an experience that is not only engaging but memorable for all players – male and female.

Character-led titles: the future for slots?

Following our extensive research into player trends and how this differs across different demographics, we strongly believe that the Wild & Free series of games will absolutely change the game for bettors, particularly for those women who have previously felt disenfranchised by the products that have been available to them in the past.

I think a large part of that success will be due to the character-led narratives that we have run throughout the entire series.

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When it comes to the wider industry, I do think that there is a significant opportunity to further explore character-led titles, and we may indeed be overlooking their potential.

Characters serve as the heart of a narrative-driven game, and when players can connect with these characters on a personal level, it transforms their gaming experience into something truly memorable.

Character-led titles offer an emotional depth that standard slot games often lack. By developing rich backstories, unique personalities, and compelling journeys, we can create games that resonate more deeply with players. This engagement leads to increased player retention and loyalty, as gamers become invested in the outcomes and adventures of the characters they grow to love.

Moreover, character-led games allow for a more immersive experience. When players step into a world where they can follow a character’s story, make decisions that impact the narrative, and explore various paths and outcomes, it elevates their involvement and creates a sense of ownership and agency.

The industry has seen success with character-driven stories in other gaming genres, such as role-playing games (RPGs) and adventure games, and there’s a clear appetite for similar experiences within the iGaming sector. By embracing character-led narratives, we can tap into new player demographics and offer something fresh and exciting that stands out in a crowded market.

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However, it’s crucial to approach character creation thoughtfully and avoid falling into stereotypes or shallow representations. Characters should be multidimensional and reflect the diversity of our player base, offering authentic portrayals that players can relate to and care about.