In the hyper-competitive world of iGaming, where innovation is constantly sought after yet often elusive, a truly captivating character can be the unexpected differentiator that transforms a single game into a lasting phenomenon.
Is the design of a lead character as crucial as the game’s core mechanics or innovative features? We explore how compelling personalities not only capture player imagination and build deep loyalty but also inherently influence game design, artistic direction, and even the narrative possibilities of a series.
In a market saturated with similar offerings, a memorable character can cut through the noise, providing a unique identity and an emotional connection that resonates far beyond the spin of the reels, proving that sometimes, the most innovative element isn’t a new feature, but a new friend.
In our latest roundtable, Anna Bashmakova, Artists Stream Leader at Playson, Ian Catchick, Chief Product and Business Development Officer at BetGames, and Charlie Jacka, Head of Product at Blueprint Gaming, dissect the issues at hand.
iGX: How important is a compelling character in differentiating a new slot game in today’s crowded marketplace, especially when true mechanical innovation can be hard to come by?
Anna Bashmakova: Nowadays, every third release is another “3 Pots of Something”. So, when it’s difficult to surprise with features, a character can become the main driver of differentiation. He sets the tone, creates a mood and tells a story that you want to continue exploring.
If the hero is relevant, has character and evokes positive emotions, it automatically becomes the mascot of the game. And so, when other tools have already been exhausted, a strong character is one of the most effective ways to declare yourself. Another big plus of a character in a game is that it will be easier to create icons, because a character always attracts more attention than just a coin.
Ian Catchick: The online slot market is packed with well-known characters from classic slot games that have now moved into the digital era. It’s easier to connect with players through familiarity, but at the same time, it’s much harder to stand out among competitors.
Slot games based on unique characters give you the chance to build a whole new universe, or even bring in some well-known fan favourites with a twist. It is essential when introducing a new character to incorporate characteristics that differentiate and stand out, helping to build the story. This allows the game producer to introduce new game styles to players, building on these elements in the future.
Sometimes, characters themselves define new mechanical requirements, which we believe encourages players to try new games more often.
Charlie Jacka: Well-developed characters are critical to the narrative slot studios should be aiming to create, as they hold significant potential to foster strong ties with players, leading to a more immersive experience.
Kong has arguably become the unofficial mascot of Blueprint Gaming, such is the impact the iconic ape has had on our marquee releases in recent years.
Each of our four King Kong Cash games, with two released this year, features in our top ten titles since 2023 (ranked by turnover in the first 28 days post-launch), with Even Bigger Bananas 3 claiming the crown for the strongest release in that period and part two ranking third. Kong, being at the forefront of all these releases, clearly continues to captivate players and guide them through his continued slot adventure.
iGX: How does the development of a strong character influence the overall design choices and feature set of a game? Does the character inform the gameplay, or vice versa?
IC: Nowadays, when a very significant percentage of slots are created with the help of AI, strong characters still need the real touch of a game artist. That’s what gives games deeper backstories and makes the character feel like the central element of the entire game.
It takes more time, sure, but you also get much more control over how everything should look and feel. Once you have a character-driven story, you can adapt the features around it and make everything feel more connected to the game universe.
For example, we’re currently working on Lucky Lenny’s Jetpack, an innovative new horizontal slot game, which introduces our spin and fly feature. The character itself brought a strong adventure vibe, which ultimately shaped many of our design and feature decisions, forming the game’s key focus.
When you build a strong character-based game, you also create more exciting, high-impact areas for players to enjoy, and in the case of Lucky Lenny, the features and characteristics of Lenny and the game complement each other. So, the game is built around Lenny the character and Lenny is built around the game mechanics.
CJ: When developing new releases, we often consider the maths and mechanics first. The gameplay is super important and is ultimately what keeps players on the edge of their seats.
Once we have the game’s features mapped out – it could be the ability to make your way through a trail and unlock additional bonus features – we then consider the different stories, characters and themes that would tie in with that type of gameplay.
One of the most important aspects of successful game design is ensuring that the story and gameplay work together seamlessly. A strong narrative, which incorporates key characters, should never feel separate from the mechanics. Instead, it should be deeply intertwined with the player’s actions. When story and gameplay are in sync, they enhance each other, creating a more compelling and cohesive experience.
AB: It is always a two-way process, a kind of symbiosis. But when the character is really’“alive’ — with charisma and a clearly expressed disposition — it begins to dictate the logic of the entire project. A cheerful dog? Let him dig for bonuses. A playful cat? Unwinds a ball of threads with free spins.
It is best when the character is not just a ‘beautiful object’, but the basis of the narrative. But features can also influence the character: often the mechanics are born first, and a specific image is being searched for it. In any case, the character should give the player something more than just an emotion — it should be functionally useful or behaviorally interesting.
