Exclusive games have helped shape relationships between operators and studios for much of the industry’s history, whether it be those created exclusively for one operator or those that launch for a set period with one brand. However, how does their development benefit both parties and in a competitive market, and are they still a valuable tool for acquisition and retention?
iGaming Expert spoke to Amy Brewis, Realistic Games‘ Head of Account Management, Krzysztof Opałka, CEO at Tequity, and George Fil, Director of Product Strategy at Push Gaming, to get the lowdown on the future of such titles, the associated challenges and risks associated and much more.
iGaming Expert: What are the tangible benefits of exclusive games, and how much do they contribute to achieving business objectives, such as increased player acquisition, improved retention rates, and enhanced brand differentiation?
Amy Brewis: It’s multifaceted. Ultimately, building relationships is a key benefit of exclusives. The operator engages in promotional activities to boost the game’s visibility and hype. Exclusive releases guarantee premium placement on an operator’s homepage, unlike standard network releases, which compete for attention.
New slots typically launch on the last Thursday of the month, while exclusives often launch two weeks earlier, leading to higher visibility and player engagement, which improves KPIs.
For instance, our exclusive release of Book of Bass with Bet365 performed well due to enhanced positioning and promotions, significantly increasing spins per player and, ultimately, turnover.
Krzysztof Opałka: The primary function of exclusive games is acting as a point of difference, helping casinos stand out from the competition through high-quality content that can only be enjoyed within their ecosystem.
It has been proven that unique content – which is becoming more prevalent across the industry – is a strong way of driving player acquisition. If the content aligns with the casino brand, it also creates a more joined-up, immersive experience for the player while reinforcing the brand identity for the operator. It’s a win-win situation all around.
George Fil: Absolutely, exclusivity remains a strategic tool in the operator-studio relationship, even in a highly saturated market. For operators, exclusive titles are a way to differentiate their brand, drive first-time deposits, and create a compelling marketing narrative.
Being able to say, ‘you can only play this game here,’ is a strong acquisition hook. For us as a game provider, it offers a clear opportunity for close collaboration, guaranteed placement, and sometimes co-marketing support.
Our Shadow Order exclusive launch with Unibet some time ago outperformed some of our best releases and achieved excellent longevity with the casino.
From a casino’s perspective, exclusive games are a powerful tool for driving first-time deposits, often supported by tailored campaigns that boost sign-ups. They’re especially valuable for engaging VIP players, who appreciate access to content they can’t find elsewhere.
For us as a provider, exclusives offer strong brand exposure – when players enjoy the game and see our name attached to it, they’re more likely to explore our broader portfolio. It’s a win-win for both acquisition and long-term brand recognition.
iGX: What are the key considerations involved in developing an exclusive game compared to a non-exclusive title? Are there any unique challenges? How do you balance the creative vision for a unique game with the specific requirements and target audience of the operator?
KO: Operators are very keen to see their branding appear inside games they promote on their sites, whether in the form of a simple logo or a more complex arrangement that might incorporate a brand ambassador within gameplay.
As technology advances, so does the ability to incorporate these elements, which can be very valuable for operators in a number of ways – one of which is cross-selling sports bettors into casino, for example. Exclusive games help to promote the operator’s brand, rather than the studio’s, which is a significant difference.
GF: Developing an exclusive game is a highly collaborative process with the casino operator. It’s not just about creating a game – it’s about crafting an experience that aligns with the operator’s specific goals, audience, and brand identity.
We start by aligning on the core concept and game mechanics, then work closely to incorporate the operator’s brand IP in a way that feels seamless and authentic. In these partnerships, the operator’s input is incredibly valuable, and we find that the creative process flows smoothly. There’s a strong sense of trust on both sides, which makes the collaboration both efficient and enjoyable.
AB: Developing exclusive games necessitates a deep understanding of a specific operator’s requirements, target audience, and KPIs, leading to a shift in development strategy. This involves analysing what resonates with their players and how they define a successful game.
Unlike non-exclusive titles aimed at broader appeal, exclusive projects require more collaboration and approval at each stage. Unique challenges include effectively balancing the creative vision for a distinctive game with the operator’s specific needs and potentially facing longer development timelines due to the increased involvement.
iGX: What are the potential pitfalls or risks associated with exclusive game development, and how can these be mitigated? Are there expectations regarding performance and ROI to be managed?
GF: Both sides invest significant time, resources, and effort into an exclusive game – whether it’s through development, promotion, or ongoing support – so it’s essential to set clear KPIs from the start.
Expectations are naturally high, and we typically focus on metrics like GGR, turnover, number of spins, and player engagement. We also differentiate our KPIs depending on the type of exclusivity. For long-term or full exclusives, which remain with the operator indefinitely, we align on sustained performance and long-term value.
For short-term exclusives, the focus is more on initial impact and player acquisition during the exclusivity window. The goals and benchmarks shift accordingly, ensuring we’re always aligned with the expected outcomes.
AB: If you’re investing time in creating an exclusive game, remember that time is money. It must be approached from a business perspective. Like any game, you want to see a reasonable return on investment. Thus, you must assess the potential for success before starting.
An exclusive title also requires attention to the brand’s KPIs, as previously mentioned, examining what works and reviewing all relevant metrics.
Developing a game carries inherent risks, regardless of exclusivity. You may believe an idea is innovative, but it might not resonate with players. Therefore, risk is always present.
KO: For providers, the challenge has always been generating sufficient ROI from exclusive games to make their development worthwhile. Development. It is extremely difficult to be profitable if a game is developed that only appears on a single brand.
What often happens to mitigate this is that exclusivity is time-limited, or that exclusive games are produced and launched at speed, which impacts badly on the quality of the content. The fact players don’t care about the value proposition – rightly, their interest is solely in playing enjoyable games – means it’s a difficult trick to pull off.
At Tequity, we believe that the future of bespoke content lies in handing the power to the operator, giving them control over adjusting visual elements to match their branding.
iGX: Are exclusive games here to stay? What strategies can both operators and developers employ to maximise the value and impact of exclusive game partnerships in an increasingly competitive market?
AB: Yes, exclusive games, both one-off titles and those released for a limited time, are here to stay. To maximise their value, operators and developers should focus on key performance indicators to ensure the games resonate with their target audience.
Exposure is essential whether a game is tailored for a specific operator or has a set exclusivity period. Achieving this exposure can involve promotions, strategic positioning in the game lobby, or broader marketing campaigns to generate excitement and engagement for the upcoming release.
KO: It is more than a passing trend and is definitely here to stay. However, providers will increasingly look to experiment with sustainable business models that provide tangible returns. It’s an area we are heavily focused on at Tequity, both across traditional and crypto casinos.
Given that exclusive game content is attractive to operators of all sizes, the world over, there is a lot of potential within the idea once someone completely cracks it.
GF: Yes, we’re definitely seeing more operators actively seeking exclusive content that’s driven by data and tailored to specific market needs. From the provider’s side, the key is a mix of innovation and deep audience understanding – creating something with a strong hook that resonates with players and delivers real value to the operator
