Viewpoints: The current focus of suppliers

BREE CARDONA, Director of Marketing, Eclipse Gaming Systems

As the Marketing Director at Eclipse Gaming, Bree brings a results-driven approach to the development and execution of integrated marketing campaigns across diverse channels and product lines. With a strong focus on aligning creative strategies with key business objectives, she consistently delivers impactful and memorable results.

STEVE CVETKOSKI, VP of Product Development, Galaxy Gaming

A relative newcomer to gaming, Steve began his transition to the industry with Galaxy Gaming and has never looked back. Being fortunate enough to learn from one of the brightest minds in gaming, Steve discovered his love for product, and the industry, by creating custom games and progressives. Steve continues to call on his engineering background to drive Galaxy’s push to innovate and deliver the industry’s best and most unique content to market.

GREG COLELLA, CPO, Gaming Arts

With over 30 years of experience in the gaming industry, Colella brings a wealth of knowledge in product management, game development and product strategy. As Chief Product Officer for Gaming Arts, he currently oversees product management, marketing and game development for the supplier.

JEAN VENNEMAN, SVP of Studios, US – IGT

While at IGT, Venneman has held positions with global responsibility in sales, product development, product management and brand licensing. She has also held various executive roles for Scientific Games, Bally Technologies and Gaming Arts, with oversight for sales, marketing and product management.

JOHN CONNELLY, Global CEO, Interblock

John Connelly is a highly respected and accomplished executive in the gaming industry, with over 30 years of leadership experience spanning business development, mergers and acquisitions and innovation across both land-based and digital sectors. Since joining Interblock as Global Chief Executive Officer in January 2015, John has played a pivotal role in transforming the company into a premier international supplier of luxury electronic table gaming (ETG) products.

What is the current focus when creating new games for casino floors and which features are most vital to player experience?

Greg Colella: At Gaming Arts, our current focus is developing market-trending slot games with players at the core of our design. We prioritize player-focused mechanics and innovative UI improvements that enhance the experience and ultimately translate to stronger game performance. By aligning with market trends while innovating across game mechanics and hardware, we aim to deliver engaging titles that both entertain and perform.

John Connelly: Our focus remains centered on delivering products that help casino floors evolve alongside the expectations of modern players. We are designing games that combine the authenticity of live table play with the speed, accessibility and personalization of digital entertainment. Features that are most vital to player experience include intuitive interfaces, real-time stats and betting trends, quick game cycles and the ability to engage with multiple games from a single screen.

Jean Venneman: A key focus of IGT’s content strategy is expanding upon popular industry trends and player preferences to create new games with multiple dimensions of entertainment. Given that today’s slots games are far more layered than they once were, this focus impacts nearly every aspect of game design and development. To create content-rich games for today’s players, we deliver multiple bonus events, leverage popular mechanics, incorporate “easter eggs,” invest in top-notch audio and graphics and more.

Bree Cardona: It’s all a harmonious balance between innovation and the familiarity that resonates with the player. Growing pots, wheels and hold and spin features are classics now that returning players expect from their favorite games. We are also leaning into fast follows that allow us to create entertaining experiences to draw both existing and new players to games in the tribal market.

Steve Cvetkoski: Different players value different features and aspects of games. Some players may want more volatility, while others look for more predictable play. Our focus is on striking a balance between something new and exciting, yet easily accessible. The key is finding the feature or mechanic that is almost instantly understood, but compelling enough to keep the excitement level high.

How have preferences from players and operators as well as the process of designing games changed in recent times?

Greg Colella: Player preferences are constantly shifting, but the desire for entertainment and big wins remains. With diverse demographics in play, a mix of design elements are essential—games that offer strong entertainment value, volatility and familiar bonuses with a fresh twist. Multiple denomination options have also become more common, as players move beyond penny play into mid and high-denom ranges. Gaming Arts’ new San Din Fu game series supports these preferences with a blend of top-tier entertainment features, perceived persistence, multiple denoms and big win potential, all designed to keep players engaged and operators satisfied.

John Connelly: Both player and operator expectations have shifted significantly in recent years. Players are seeking faster gameplay, more engaging side bets and statistics and designs that reflect the digital experiences they’re used to. On the operator side, there is growing demand for labor-efficient, adaptable products that fit within a variety of floor configurations. As a result, the process of designing games has become more data-driven and collaborative. At Interblock, we take a modular approach—developing products that can be customized by market or player segment.

Jean Venneman: Two of the factors most heavily influencing the design of today’s games are player preferences related to presentation and play style. Today’s players are seeking high visual impact in their slots games. This translates to flashier merchandising, bigger cabinets, higher-resolution screens and brighter and bolder game design. When it comes to gameplay attributes, players are readily embracing games with clearly defined progressive jackpots, and we’re seeing worldwide popularity of the multi-pot mechanic.

Bree Cardona: Competition is incredibly fierce with companies bringing in the best and brightest minds. We make sure to focus on the players and demographics as they change and develop relationships with the tribal communities in order to remain connected to who is enjoying our games. Players also expect a higher level of entertainment with more creative mechanics and storytelling within the games.

Steve Cvetkoski: There was more emphasis on creating something completely different than anything in the market. However, we are seeing that it is now more important to keep games simple and not overly complicate them simply for the sake of being unique. Even if those games are given the initial opportunity, they do not necessarily have the staying power to remain on the floor. Games need to be fun, not a chore. If not, players may feel intimidated, and dealers may find it confusing; two things sure to get the game removed.

What type of impact does consumer feedback have on your company’s process in developing land-based games?

Greg Colella: Consumer feedback plays a crucial role in shaping our games, but innovation is equally important. At Gaming Arts, we listen to what players and operators want while also ensuring our designs bring something new to the table. Striking the right balance between familiarity and creativity prevents market fatigue and keeps our games fresh and exciting for players.

John Connelly: The first question we must ask ourselves is: which consumer are we targeting? Today’s player is vastly different from the one we knew just a few years ago. We now need to blend the traditional casino perspective with an online vision—or vice versa. We must think about where the market will be five years from now, not just where it is today.

Jean Venneman: Player feedback plays a critically important role in multiple phases of IGT’s game development process. One of IGT’s most impactful player touchpoints in the design process comes from our focus group testing program. Before a game is deemed complete, we host player focus group sessions where vetted slot players come to IGT’s campus to experience a new game and provide their valuable feedback. We then apply that feedback and refine or alter the game.

Bree Cardona: Players rule the world when it comes to gaming. Every feature we put in is designed with the player in mind first. There’s no detail too small—from the chairs, to the sound, to individual colors. Player feedback sessions and focus groups are one way we center them in our design process. We also are excited to continue developing stronger partnerships with influencers who can provide insight to their needs and desires.

Steve Cvetkoski: Both operator and player feedback have a tremendous impact on our game development. We strive to build games that players will love and, in turn, will be profitable for the operator. What better way to ensure those two things are aligned than to focus on meeting their needs and desires?

In what ways can suppliers maintain a land-based interest from younger demographics as iGaming becomes more prevalent?

Greg Colella: To capture the attention of younger demographics, suppliers must deliver innovative, visually dynamic and engaging land-based experiences. At Gaming Arts, we are focusing on crafting immersive games that combine player-trending features, popular themes and strong sensory appeal. Our new Mod Ex cabinet series supports this by enhancing visual impact, sound and elevating the overall player experience. The atmosphere of a casino—the sounds, lights and collective excitement—creates a unique energy that digital-only play can’t replicate.

To further bridge the gap between digital and physical play, we’re also building new relationships with top iGaming providers like Blueprint Gaming and White Hat Gaming. These partnerships allow Gaming Arts to take proven, top-performing iGaming titles and reimagine them for the land-based environment. This fusion delivers an innovative and unique experience that sets us apart from other gaming manufacturers, giving younger players something truly fresh and engaging on the casino floor.

John Connelly: Omnichannel development is now a prerequisite for any new product introduced by Interblock. Today’s player base is more sophisticated than at any other point in gaming history. To meet this demand and enable traditional casinos to remain relevant, we must bring new forms of innovation to the floor sooner rather than later.

Younger players engage differently—they value speed, intuitive interaction and entertainment that feels social and immersive. To maintain their interest in land-based environments, we must build products that reflect those expectations while preserving the core appeal of live casino play. That means integrating touchscreen betting, immersive visuals, fast-paced formats and real-time engagement tools.

Jean Venneman: For the industry to attract the interest of the next generation of casino players, we must continuously evolve our offering and innovate in ways that are meaningful to new players. At IGT, we find incremental innovation just as important as disruptive innovation in many cases.

While casino players enjoy large screen sizes, we also recognize that younger demographics of players are accustomed to having the option of content portability via their personal mobile devices. That influences their expectations in other settings and is something, for example, that influences our hardware and content strategy, as well as our omnichannel game roadmap.

Bree Cardona: While iGaming is convenient, millennials and Gen Z have made it clear that they crave connection. There has been a shift in social media towards building communities, and the trends in the content they post provide a window to what motivates these players. Unique experiences like launch events and game series with interactive features can help facilitate community in a younger audience and support tribal gaming operators in attracting that demographic to their properties.

Steve Cvetkoski: The technology-based features that iGaming provides are not as easy to implement on the land-based side. Some of those aspects are hard to overcome. However, the social engagement and person-to-person experience you find with land-based gaming is not easily found online. Land-based casinos can certainly tap into and enhance that aspect, while naturally incorporating more technology on the table and in the pit.

Kirk Geller

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