In the concluding portion of our latest roundtable, Charlie Jacka, Head of Product at Blueprint Gaming, Anna Bashmakova, Stream Lead at Playson, and Ian Catchick, Chief Product and Business Development Officer at BetGames, elaborate on the critical nature of character development.
iGaming Expert: We often see successful characters from games go on to star in sequels or even expand into other forms of media. What elements make a character ‘franchise-worthy,’ and how early in the development process do you consider this potential?
Charlie Jacka: Deciding whether to turn a slot into a series is a significant call. Choosing to do this means dedicating considerable focus to a singular project, which affects each department working at the studio.
Therefore, we make sure to consider whether the content fits with our brand and audience. Once you start thinking about this, you then naturally begin to analyse the content quality of those potential products.
In terms of performance metrics, we can use data that indicates whether our games have good engagement with audiences and if the market demand would suggest that we are on the right track with output. We knew from the get-go that Kong was here to stay, and with 29 titles now part of the franchise, it’s safe to say we got our hunch spot on.
He remains the USP in each of the new Kong launches, and we use his impressionable and striking presence, with carefully crafted fresh features, to create the perfect blend of charm and familiarity with crisp gameplay.
Anna Bashmakova: Any character can be integrated into new games if a clear and flexible narrative is built around it. The main thing is to have a quality core, namely a recognizable visual image; a strong emotion or behavioral trait that the player can resonate with; potential for adaptation: the same hero can look organic both in Egypt and on Mars, if created correctly.
Do you need to think about this at the very beginning? Not necessarily. But if there is even a hint of reuse, it is better to lay down several elements at once, which can later become skins, animation variations or the basis for new plots.
Ian Catchick: Basically, the character’s theme often dictates the next steps. If you have a good backstory, it naturally leads you to think about sequels or future games.
It could be a continuation within the same universe or even a chance to transfer the character into a different world, so players still feel the same vibe, just in a new setting. That’s what makes it a unique experience.
When developing a new game concept centred on a strong character, we also ask ourselves: Is there potential to take this further? Could we suggest something more?
For example, it’s not a far-off idea that Lucky Lenny could continue his adventures in a totally new location, giving players the chance to reconnect with the same character, but in a different game world.
We focus on developing the character and building its characteristics, and then we create a set of themes, stories, and features that can take our character on a journey with our players over time. This approach allows us to think ahead when developing a character and build the story further.
iGX: In an industry focused on RTP, volatility, and bonus features, how does a memorable character foster a different, perhaps deeper, level of player engagement and loyalty? Is there an emotional connection that hard numbers can’t quantify?
AB: This is where the magic happens. Because RTP is about numbers, and character is about feeling. Sometimes a player will stay in the game even when they’re losing, just to see that pig snap its trotters before triggering the feature.
It’s not about metrics — it’s about memory. About “yeah, it is the slot where the dog barks at the reels when the bonus hits.” Little things like that create an emotional hook that keeps you going.
I have a rule for myself: there has to be at least one thing about a character that I genuinely like. So much so that I want to see it again and again — because that’s where loyalty is born.
IC: Indeed, the game math and features are important elements of any game, and we must provide players with an enjoyable and fulfilling play experience based on these. The character is there to complement the game with unique features, scenarios, and bonus game elements that enhance and build the game’s story.
In the case of player engagement, it is also important that the player is on the journey with the character. Ultimately, they should be on the same team as the main character, so in the case of Lucky Lenny, for example, our players will go on the same journey, experiencing highs and lows together.
Still, the game must be enjoyable, featuring a competitive RTP, simple-to-understand mechanics, and appealing features that cater to our core player – the recreational bettor – adding adventure to their day.
So, the game design is an essential part of any build, and the introduction of character blending into the game introduces a relationship between player and character that is intended to enhance the gaming experience.
CJ: Successful character implementation has a unique ability to evoke a wide range of emotions, from joy and surprise to anticipation and even frustration, all of which contribute to the all-important player retention.
Through our 29 titles, we have seen Kong evolve and his journey develop through each release. Sporting new looks, taking on new themes, and featuring new mechanics have all contributed to the series’ resounding success, with our players invested in Kong’s tale. Long may it continue.
