The thought behind the slot: Why did certain slot themes become successful?

Tashina Lazcano – Konami Gaming, Director of Marketing & Communications

Matt Wilson – Light & Wonder, CEO

Jean Venneman – Gaming Arts, COO

Bruce Urban – Eclipse Gaming, CPO

Gerard Crosby – Konami Gaming, SVP & CPO

Slot machines have captivated players long before they were ever placed in casinos, let alone made available online. The first slot machines were invented in the late 1880s and were found largely in shops, like barbers and cigar stores.

Already a contentious subject by 1902, the initial ban of slot machines is what gave them one of their most iconic themes: fruit. While the machines could not offer coins as prizes after this official ban, they could dispense fruit-flavored gum and flash fruit-shaped symbols as a signal of winning. 

Today, colorful fruits still whizz past players on both traditional reels and video slot machines as one of the most popular themes in the slot industry. Some of the other themes filling casinos and iCasinos alike, however, have less of an obvious, storied history.

Where did the buffalos come from (other than North America)? Why are ancient civilizations so popular even within some of the most modern video cabinets? When slot machines are designed for players of legal gaming age, why do we see so many cute baby animals, childhood toys and fairytale characters? 

Gaming America reached out to representatives at Konami, Light & Wonder, Eclipse Gaming and Gaming Arts to delve deeper into the thought process – and the slot process – to learn more about the industry’s evolution over time, current trending themes and how these machines will carry on into the future of gaming. 

Konami Gaming SVP & Chief Games Product Officer, Gerard Crosby, told Gaming America, “The success of a popular game theme traces back to a compelling math model. If this math model is combined with attractive and memorable game mechanics, art, sound and packaging, then it’s sure to be an entertaining experience for all players.

And if done well, players will continually return to the game, seeking to reproduce or improve upon the experiences they’ve achieved in the past.”

This view of a slot machine is inherently both simple and complex. Any game designer will agree that the actual performance of a game comes down to the math on which it’s built; however, players will naturally gravitate toward certain visual and audio cues before they even take their first spin or experience any gameplay. 

Going for gold

Slots games and their designers try to draw on universal, relatable and memorable experiences. Popular themes gracing the reels of slot machines cover a wide variety of genres, all with the express intent of capturing the attention of a different kind of player.

It may not be a surprise to learn that riches and wealth pop up in many slot games, but these symbols of luck and prosperity can vary greatly across different games for different markets. Konami Director of Marketing & Communications, Tashina Lazcano, notes popular themes can contain any form of currency including: “gems, coins, ingots, chips and gold.” 

Bruce Urban, CPO at Eclipse Gaming added, “I think there’s association with those ancient times with wealth, gems, and the pyramids. Any slot machine theme that gives you the  right connection with wealth is attractive.”

Urban also said that the color gold, or at Eclipse Gaming ‘golden sand,’ is also used often in his game design, even when gold coins themselves are not. 

Matt Wilson, Light & Wonder CEO, agrees, stating, “I think it’ll continuously evolve. Some of these Egyptian themes or dragon themes – the underlying ideas of wealth and prosperity – I think they’ll still resonate with players, but I think the real creators in the industry are trying to push the boundaries on what new worlds of play can mean.”

Being immersed in reels of wealth, warriors, heroes and winning can certainly put a player in the mindset that they are on an exciting course to victory themselves. The jackpot may be the destination, but designers work to make the journey just as rich. 

Going back in time

Along with the excitement of fortune and the potential of winning, one of the other biggest motivators for players and designers alike seems to be the pull of nostalgia. There are many games with bright colors, cute animal characters, familiar tales and themes specifically chosen to delight not children, but the inner child of a player demographic.

Rubber ducks and piggy banks aren’t staples of today’s children’s toys, but can be seen in Eclipse games, for example. These images and motifs serve as a delightful reminder that we were all children at some point, and that gaming is intrinsically about play.

Urban said, “If you pick themes that people can relate to when they walk up to the game, that relationship is there. As the demographics in the market change, we pay attention to what was popular in their upbringing.”

He expanded on his point with the mention of another popular theme for the kid-at-heart: candy. “We’re not supposed to have candy; it’s bad for us. But there’s some elements of, ‘Ah look at that! I can play this candy game!’”

Jean Venneman, Gaming Arts COO, shared in the desire for nostalgia in games. She told Gaming America, “When I see something that reminds me of my childhood, that’s generally a positive feeling, so we want to recreate that with our playerbase.”

Venneman also commented, “When we started launching machines into the industry in 2019, it seemed like the market at that point was heavy towards really serious themes.” Now, for every serious warrior or dragon on the hunt for gold, there’s a light-hearted rubber duck or delicious sweet to balance the casino experience, whether on the floor or online. 

Going with the flow

The production of the perfect slot game has so far relied on the use of captivating visuals to create memorable characters and emotionally accessible themes; although, sound design also plays a hugely important role within the slot industry.

Sound is key, even when considering those near the machine, but not playing it. Volume of the games must be kept in balance with their surroundings, so that the games’ sonic atmosphere need not compete with either bartenders trying to hear guests’ orders or neighboring slot players hearing their own games.

The flow, rhythm and melody of the games all influence anyone who can hear them. 

Venneman noted that sometimes the proximity of Gaming Arts machines to each other may influence the balance of the games’ audio as well saying, “Sound is critical. If we have a few of the same games in the same area and one, for whatever reason, doesn’t have its sound on (or it’s on low), we see a performance difference because the player experience is multisensory.”

For every visual cue advancing the story of the game, there is an accompanying sound to notify not only the player, but also everyone in the vicinity, for a communal experience where progress and bonuses can be celebrated together.  

Urban spoke from the point of view of both casino-goer and gaming industry developer. He began, “I might not be winning, but it’s nice to hear someone around me is at least winning. It helps everyone enjoy the game.”

What qualifies as mutual enjoyment for most players, however, may also inform gaming professionals and more veteran slot aficionados. “I know very specifically what the celebration sound is for an IGT machine. I know what the celebration sound is for Aristocrat. So, I not only know someone’s winning, I actually know on what particular kind of machine.” 

Speaking of Aristocrat, as for the persistent success of the brand’s Buffalo-themed slots, maybe this harkens back to a simpler time as well. Urban brought up the ‘screeching eagle’ sound that ‘cuts through’ casino floors during a Buffalo win.

Yet Wilson countered, “I think the buffalo games haven’t necessarily done well in markets outside of the US, because buffaloes aren’t really a thing in other parts of the world.” The Buffalo, or the American Bison as they’re often referred to outside of the gaming industry, is the largest North American mammal.

Perhaps these megafauna purely symbolize the largest wins. Casino-goers may also close their eyes and picture ‘the home where the buffalo roam’ as the peaceful lyrics of “Home, Home on the Range” fill their minds – until that eagle screeches out a win.

Going back to basics 

Another motivator that may come as a surprise is tradition. Along with both the ever-trending themes and first-to-market themes, it’s not unusual for tried-and-true classics to perform well. Though the slots of today no longer dispense fruity chewing gum, fruits are still such a popular slot theme that the gaming devices themselves are still also referred to as ‘fruit machines.’

Venneman commented, “The traditional sort of gaming experience with the bars, the cherries and the sevens still has a place in the market. Players tend to enjoy having new experiences, but then they have their good old favorites. There have been machines that have been on the floors for 20+ years.Players love the games they feel comfortable with.” 

Anyone looking to create the newest, flashiest video cabinet need not fear, though. As with any form of technology, it will all be down to individual preference whether a player relies on a classic or jumps at the chance to try something new.

Urban discussed that there is absolutely a market for both of those options and a slot out there for any type of player. He said, “There’s still a lingering player that plays stepper games, mechanical reels. When they first came out, there were no video displays, so it’s very obvious what you’re chasing and what you’re playing for.

There’s still a player demographic out there where that is very important to them. If you do interviews with video players, it’s like what are you playing for? ‘I don’t know. I’m just hitting the button and then hopefully something cool happens.’ Two different demographics.”

The charm of mechanical slots and their clear processes and outcomes have, though, been largely overtaken by the convenience of not carrying nickels. Even the most traditional of players would probably agree.

Other traditions could be classified more as superstitions. If playing slots is all about reproducing luck and good memories, what is the easiest way to ensure that happens? Gaming Arts features one series of slots themed around different beverages – which may correspond to a player’s drink of choice while at the casino.

Certain players prefer to choose the same game each time they play, or even sit at the same, physical machine. Venneman explained, “I do know that players are very superstitious, they have their rituals and their routines. They know if they wear certain socks or if they drink a certain drink while they’re playing that they’re going to have better luck. And those are all fun things to see.” 

Going the distance

By both sight and sound, slots have come a long way since their inception. A number of slot games today may not even fully earn the title of slot ‘machine.’ That mechanical element is missing from not only the slots which populate online casinos, but has also been smoothed out of existence in the latest and greatest video cabinets as well.

Technology can be cyclical, however, even as it innovates. Though aspect ratios, screen sizes and cabinet designs have all changed, video reels may still seek to emulate the familiar sounds that mechanical reels made. Urban commented that the evolution of screen sizes and ratios has “changed the game.”

He added, “Game designs can change to growing reels because now I can have that extra real estate to grow the reels.”

With the advancement of the cabinets also comes the advancement of the story of the game itself. Wilson said, “It’s not just about spinning, reels, mechanics and symbols, it’s: what’s this experience that we’re trying to create?”

When asked what is trending now in the industry, everyone who spoke to Gaming America agreed that it’s all about the bonuses and features within a game. Crosby and Lazcano stated,  “Cross-screen animations and many, elaborate bonus features” are the aim of Konami’s current game library. 

Urban described the rationale behind incorporating those features, “I love the phrase ‘feature forward.’ We build in bonus features and other things within games. Often times, the chase is about the feature; it’s like the climax of the story.

As we design games, we try to put different feature elements in. You’re getting some reward other than just your reel pays. That is something we’ve noticed players responding to.” 

Venneman also looked at extra features from a player’s point of view. “Players are a little bit more interested in more entertainment value in the game than maybe they had been prior. They’d like to see a variety of bonus experiences and ways they can win.

“The player can play the game multiple sessions, multiple times and discover different things while they’re playing it.” Everything leads back to creating a layered, repeatable and playful experience. Regardless of all the (sometimes literal) new bells and whistles, slot games are still designed to be enjoyed again and again. 

Reeling it in

This brings us to the slot games of the future. It seems as if any predictions about what themes will populate tomorrow’s, next year’s or next generation’s most successful games can be made based on who is playing them. Wilson said,

“One thing that we always say at Light & Wonder is: we’re in the fashion business; the taste for different types of games changes every season. The next round of games needs to be really tailored to what the consumer is looking for today.” 

The player’s quest for luck, nostalgia, excitement, replay value – and of course, a jackpot – will inspire game designers, while the technology to enhance that player’s experience will be created in harmony with that quest.

The mystery of spinning a reel and the accompanied waiting for a number of possible outcomes may be a predetermined mathematical equation for a game designer, but for a player enjoying the game, it’s something else entirely.

Slots seem to sit at the intersection of luck and skill, with some players seeking to predict what they might see and others merely along for the multisensory ride. Knowing the odds doesn’t make it any less fun to try and beat them. Urban said a slot machine is “definitely a game of luck” and not necessarily a game of skill.

However, he then concluded, “Maybe that skill is just hearing the sounds, knowing someone else is winning and still having a good time.”  

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