Evolution CPO: Learning from every game launch

When it comes to designing products, do you use any specific data to decide which games are going to be popular and which themes to utilize? What inspires you?

We use everything you could possibly imagine, not just the data available inside the company, but we also look at pop culture trends to see how people are engaging with digital entertainment.

Naturally, we look at all our internal metrics such as player counts, wagering amounts, time spent playing our games and the frequency with which they visit our games and so on. Collectively, we draw on a cocktail of information from everywhere to think about what games will work – and in what markets.

Looking back at 2024, which product launch proved most useful as a learning experience and why?

We learn from every single game launch, but if I had to choose one game that impacted our thinking the most, it would be Balloon Race. This is a live slot game with a balloon race that is driven by a bouncing ball machine. The learnings from this game were immense, and seeing how players did/didn’t engage with the game was incredibly instructive and will have an impact on future roadmaps for Evolution.

When it comes to creating dual online and land-based gaming experiences, what factors must be considered that do not affect typical online or land-based gaming?

Unlike when you have a singular online audience, here, you must optimize for both audiences. The tricky part is creating a game that remains familiar and compelling to land-based players in the casino, so they don’t feel like they’re playing second fiddle to the online players, while simultaneously creating an environment where the online players don’t feel like they are second-class citizens either. So, you must think about all the ways you can accommodate these two audiences together, to make the game better for both players.

Firstly, how do you make the players at the table a feature for the online players and enhance their experience? Next, how do you make the online players a feature for the land-based players? Dialling in the balance between these two points is the key. It’s easy to cater to just one audience but catering to two is the trick with these kinds of hybrid games.

Could you tell us about which of Evolution’s upcoming products you are most excited about?

There are lots of them! Marble Race is the most requested game we’ve ever had, and we’ve been agonising over the fine details of that; I’m excited for it to go live soon. I am also excited for Race Track, which is a horseracing game that combines digital and live, while Ice Fishing will be our first ever speed Game Show. Maybe most of all I’m excited for Fireball Roulette, which combines my favorite bonus game from Lightning Storm with Roulette, for what is sure to be an epic experience I hope players love!

Beth Turner

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