Andrew Goodale: Studios want to have a successful slot franchise or brand because it helps on so many levels when it comes to engaging players, driving KPIs and fostering deeper relationships with operators.
This is an incredibly competitive market, so a successful slot series allows you to differentiate and get the jump on your rivals when it comes to commercials, integrations and lobby positioning.
There are plenty of similarities with the world of movies – cinemas are quick to take the next instalment in the Marvel Universe as they know it will fill seats and sell popcorn, and the same applies to a slot franchise with operators keen to take the next game in the hit series.
NEXT: Northern Lights Gaming has a successful slot brand in Unusual Suspects. Tell us more about where the series started and where it is at today.
AG: When we first came up with the idea for Unusual Suspects, we thought it could work as a series, but we needed the game to prove itself first. In the first instalment, players find themselves on the mean streets of a rough and ready city where danger lurks around every corner and only the toughest survive.
As they journey through the city’s underbelly, where crime is rampant and justice hard to come by, they encounter different characters, including the Detective. They are also helped along the way by bonus features including returning Wilds, Free Spins, an Upgrade Trail and Respins.
As soon as Unusual Suspects hit the market and the early numbers rolled in, we knew we had a hit on our hands and that there were lots of different paths we could take with the game. But that left us with the “what’s next” question – a question that can be difficult to answer.
The follow-up game must work because if it flops, the series dies before it really gets up and running. Thankfully, More Unusual Suspects went on to outperform the original, and we followed this with Wanted Unusual Suspects, which took on a Western theme.
NEXT: How did you ensure that More Unusual Suspects didn’t flop?
AG: That’s a good question. It actually came down to our approach to development and, in particular, the category of game we call +1s – this is where we take an original game and look to improve and expand on it.
We also develop highly innovative games as well as reusing proven game engines, but with Unusual Suspects, we chose to go down the +1s route.
This allowed us to use the original game format and mechanics as the foundation for More Unusual Suspects and then take it to the next level based on player and emerging player trends – this includes adding in Perk Pick Modifiers, a Jackpot Bonus and Getaway Spins.
We also took the opportunity to properly introduce the game’s hero character, the Detective, who we named Max Spinwell and who appears in all games in the series.
NEXT: How important is the main character in the series?AG: More important than you’d imagine. The main character acts as a constant across all the games, which usually have different themes.
This helps players to recognise that any given game is part of the series and that it will be a game they’ll enjoy if they have experienced others in the franchise.
In the lobby, we only have a small tile through which to represent the game, so having a recognised character is super effective when it comes to catching the player’s eye and drawing them to the slot.
NEXT: You’ve also taken the Unusual Suspects franchise into the fishing theme. How have these games performed?
AG: The fishing theme is one of the most popular, alongside Egyptian and mythological-themed games, so we saw an opening there.
The Unusual Catch brand works well because players are already familiar with the theme, game, characters and narrative from the original Unusual Suspects title, which really helps in of initial engagement.
It also brings an element of trust to the game mechanics – players know what to expect and that they are more than likely to enjoy the experience the game offers.
Unusual Catch and More Unusual Catch have performed well for us, but we will be focusing on taking the Unusual Suspects brand in another direction moving forward, as we see greater potential for the brand in other concepts and themes.
NEXT: What can we expect from Northern Lights Gaming in the months ahead?
AG: We have got a super exciting product roap from the middle of this year, including a brand-new mechanic that should hit the market in July. This mechanic has the potential to be massive, and I truly believe it will be a game-changer.
Of course, we will continue to build out the Unusual Suspects brand, so keep an eye out for more exciting games in the series.
The great thing about having a slot series is that you are pushed to ensure that each game is better than the last, and the team has some truly epic things up its sleeve for our Unusual Suspects franchise, so watch this space.
Andrew Goodale is one of the most experienced and respected slot game designers in the industry, with a career spanning decades and a deep understanding of the UK gaming market. As CEO of Northern Lights Gaming, he combines creative vision with commercial insight to lead the studio in developing high-quality, innovative slot games.
His career includes overseeing the team behind the iconic Rainbow Riches, one of the most successful and enduring titles in UK slot history. During his time at Williams Interactive, Andrew was also responsible for the entire Monopoly slot franchise, delivering games that consistently performed at the top of the charts. His industry knowledge and instinct for what players want have made him a key figure in shaping modern video slots.
