SLOTS DESIGN REPORT Competitive Research and Data Insights for Slots Designers - Rackcdn.com
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SLOTS DESIGN REPORT Competitive Research and Data Insights for Slots Designers
OPEN POSITIONS (IN BETA)
Senior Insights Analyst for Riot Games Operations (Los Angeles, USA)
• As a Senior Insights Analyst on the Riot Games Operations team, you will dive into ambiguous problem spaces,
generating insights and frameworks that’ll inform how we build our programs and processes.
• You will work with our internal customers, stakeholders, and other Insights Rioters to improve our understanding of
both the performance of our operations and programs' effectiveness.
• You will report to the Manager of Strategic Advisory.
• Find out more on Riot Games' website here.
Senior Product Manager at Big Fish Games (remote position)
• Responsible for Product Roadmap, negotiating requirements with stakeholders, and prioritizing product initiatives
based on business goals.
• Contributes to Product Strategy and KPI development, creating user stories, defining acceptance criteria, and using
data-driven approaches to validate ongoing work post-launch.
• May guide investment level based on the product’s ROI and potential.
• Please reach out directly to John Will to find out more or go to this link for more information.
We're testing this out as a new feature and would love to hear what you think! Please email
brett.nowak@liquidandgrit.com with any feedback or if you are interested in adding a position.
2
TABLE OF CONTENTS
HEADLINE MACHINES 4
Cash Zones with Wheel Spin Boosts
Flaming Queen in Cash Frenzy
Product Insights
Pick'em Prize Board
FEBRUARY
Pele Firewalker in Caesars Slots
Product Insights
SLOTS TRENDS 11
Reel Feature Releases by Type
Reel Improvement Investment
2021
Reel Improvement Releases by App
MARKET WATCH 15
Notable Releases
APPENDIX 19
Liquid & Grit Slots Personas
Premium Partnerships
HEADLINE MACHINES
Machines with unique features or fresh combinations of mechanics
4
CASINO > CONTENT > SOCIAL
Cash Zones with Wheel Spin Boosts
Flaming Queen in Cash Frenzy
5
MECHANIC TEARDOWN 1 3
Before each free spin, a wheel spin determines the number of
high-value symbols for that spin. A super free spin bonus uses an
additional wheel to place sticky frames on the reels.
Feature Details
• During base and bonus spins, queen symbols leave behind sticky frames (1 and video). 4
• Additional sticky frames can randomly appear.
• Landing a queen in a frame transforms the symbols in that frame and all adjacent frames into wilds (2).
• Frames remain on the reels until their symbols turn into wilds.
• Landing three or more medallions in sticky frames in a single spin triggers a free spin bonus (3).
• Each free spin begins with a wheel spin to determine the number of queens that will land (4). 2
• Free spin bonuses fill a progress meter above the reels.
• Every sixth free spin bonus completes the meter and awards a super free spin bonus (video).
• At the start of super free spins, a wheel spins to set the number and placement of sticky frames for
the entire bonus (5).
• Like normal free spins, each spin then begins with a wheel spin to determine the number of queens.
5
Additional Information
• See more images and videos in the Flaming Queen library.
• For other examples of wheel spin reel improvements, see Space Jackpot by Lotsa Slots and Guardian
of Fire by House of Fun.
6
PRODUCT INSIGHTS
Balanced visual designs are more pleasing, especially for sensory-oriented players. 1
Flaming Queen creates visual balance by using a symmetrical design grounded in the circular platform that surrounds the staggered
reels.1 This circular motif is echoed by a second circle suggested by the queen and jackpot values above the reels (1).
Research shows that people prefer balanced compositions, particularly for complex designs.2 While asymmetrical compositions can
also be balanced, symmetrical balance is the easiest to achieve—and tends to be the most pleasant.3
Additionally, none of the machine's bonuses stop gameplay, creating an unbroken sensory experience. A more minimal UI would be
even more immersive. And aesthetics matter: Sensory arousal is the primary motivation for two out of five slots player types and a
strong secondary motivation for a third. Together, these player types account for almost 60% of all slots players.4
Visual balance makes dramatic animations more coherent.
When random sticky frames land, glowing circles expand out to the circular platform and the whole machine jolts in place (video).
Then, the circular structure reaches a climax when a wheel emerges from behind the reels during free spins and super free spins. The
balanced, focused composition allows each effect to have a bigger impact without becoming chaotic or disorienting.
2
Spins with multiple stages build anticipation and increase pleasure.
Studies suggest that the anticipation of a pleasurable experience may be more pleasurable than the experience itself.5 This
anticipatory pleasure is experienced most strongly by individuals who are responsive to rewards and imagery6—a perfect description
of sensory-driven slots players.
When players have a chance to trigger free spins, Flaming Queen harnesses anticipation by fading out the background and
highlighting positions where free spin symbols could land (2). A similar approach to highlighting potential win positions was used in
DoubleU Casino's Geisha Secret machine.
Free spins take anticipation even further by using a wheel spin to add valuable symbols before each spin. Added symbols are then
highlighted on the reels as they spin, and a small delay occurs before each reel lands—resulting in multiple stages of anticipation that
create excitement and pleasure even when players don't succeed.
1Design Principles: Compositional, Symmetrical And 3Computational modeling and experimental investigation of 5 Dopamine Jackpot! Sapolsky on the Science of Pleasure
Asymmetrical Balance effects of compositional elements..., p. 677 6Anticipatory and consummatory components of the
2 Perceptual Balance, Stability, and Aesthetic Appreciation 4 Liquid & Grit Slots Personas Report, p. 6, 8, & 30 experience of pleasure, p. 1099 7
CASINO > CONTENT > SOCIAL
Pick'em Prize Board
Pele Firewalker in Caesars Slots
8
MECHANIC TEARDOWN 1 2
A pick'em mini-game bonus moves a character
around a prize board. A player choice free spin
bonus includes an option for a random reel size
and number of spins.
Feature Details 3 4
• Symbol values and available jackpots increase based on bet amounts (1).
• Spins with one or more wilds can trigger a pick'em mini-game bonus (video).
• Players pick from sixteen fireball symbols (2).
• Each fireball contains a directional arrow.
• Arrows move a character one space on a prize board (3).
• Each board space awards a prize the first time the character lands on it.
• Moves fill a meter that awards a jackpot when full.
• The bonus ends if the character falls off the board.
• Landing three or more free spin and/or wild symbols on adjacent reels
triggers a free spin bonus (4). 5 6
• Players pick between five different combinations of reel sizes and numbers
of free spins (5).
• A mystery option spins to award a random number of spins on a randomly
sized board (6).
Additional Information
• See more images and videos in the Pele Firewalker library.
9
PRODUCT INSIGHTS Avoid using similar interface layouts for dissimilar functions. 1 The resemblance between the pick'em board and prize board in Pele Firewalker is disorienting, especially because one is overlaid on top of the other (1). The similarity in form suggests a similarity in function,1 but there's no relationship between the arrangement of pick'em icons and the arrangement of prizes. Players will naturally try to connect the two, creating a frustrating and confusing tension. Consider offering a more distinctive pick'em menu to prevent jarring mental comparisons. For example, simply using a circular arrangement of pick'em icons instead of a grid would help differentiate the UIs. When offering a selection of bonuses, a random option adds excitement and gives players an easy choice. Letting players choose their bonus creates a greater sense of control, and research shows that choice is pleasurable in and of itself.2 However, the certainty that comes with picking a reward can reduce excitement. Pele Firewalker's option for a random number of free spins and reels lets players choose to take a risk for a 2 chance at winning more spins on a larger reel set than they could otherwise get (2). Caesar Slots takes this approach in other machines, too, like September 2020's Dragon Race. Randomization also provides an easy option for players who are experiencing decision fatigue—the mental exhaustion that comes from making too many choices, which can shorten play sessions.3 Highlighting or recommending the random option would make the decision even easier. 1 The Gamer's Brain, p. 124–125 2 The Inherent Reward of Choice 3 Decision Fatigue Exhausts Self-Regulatory Resources, p. 23–25 10
SLOTS TRENDS
The latest developments in top-grossing apps
Tracked slots apps: Big Fish Casino, Caesars Slots, Cash Frenzy, Cashman Casino, DoubleDown, DoubleU
Casino, Game of Thrones Slots, Gold Fish Casino, Heart of Vegas, Hit It Rich!, House of Fun, Huuuge Casino,
Jackpot Magic Slots, Jackpot Party, Lightning Link Casino, Lotsa Slots, my KONAMI, myVEGAS, POP! Slots,
Quick Hit Slots, Scatter Slots, Slotomania, and Wizard of Oz: Casino Slots
11REEL IMPROVEMENTS DOMINATE REEL FEATURES
Reel improvements are the most frequently released reel feature by far, averaging 10 releases per
month and more than doubling the next most frequently released feature.
Reel Feature Releases (Past 12 Months)
150
120
Number of Releases
90
60
30
Reel Improvements Expanding Reels Both-Way Pays Cascading Reels Other
12REEL IMPROVEMENTS PEAKED IN LATE 2020
Reel improvement releases grew over the course of 2020 before declining abruptly at the end of the
year. In the past 12 months, 17% of new machines contained reel improvement mechanics.
Reel Improvements (Past 12 Months)
30 Reel Improvements Total Reel Features
25
20
Number of Releases
15
10
5
Feb '20 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan '21
13REEL IMPROVEMENT RELEASES ARE WIDESPREAD
Cash Frenzy released the most reel improvements in the past 12 months, but investment was relatively
evenly distributed otherwise. All but two tracked apps released at least one reel improvement.
Reel Improvement Releases (Past 12 Months)
Cash Frenzy
DoubleU Casino
Quick Hit Slots
Lotsa Slots
Jackpot Party
Big Fish Casino
Cashman Casino
DoubleDown
Jackpot Magic Slots
my KONAMI
Slotomania
Heart of Vegas
myVEGAS
POP! Slots
Caesars Slots
Game of Thrones Slots Median
Gold Fish Casino
House of Fun
Lightning Link Casino
Scatter Slots
Hit It Rich!
Huuuge Casino
5 10 15 20
Number of Releases 14MARKET WATCH
New and notable machine releases
15NOTABLE RELEASES I
App Machine Description 1
• Some symbols contain clover icons.
• Landing three or more clovers triggers up to 15 free spins.
• During free spins, each clover landed reduces a counter to unlock up to nine extra reel sets.
Gold Rush • Each unlocked reel set adds one free spin.
Cash Frenzy
with Roisin • Free spin bonuses fill a meter that awards mega and super free spins at milestones.
• Mega and super free spin bonuses start with two and four reel sets, respectively.
• Each reel contains different mini-stepper symbols. 2
• Landing three or more mini-stepper symbols grants spins on those mini-steppers (1 and video).
• Three bonus wheels sit above the reels.
• Landing a row of three or more symbols with purple backgrounds triggers a bonus wheel spin (2).
Jackpot Party Hot Blooded
• The wheel size is determined by the number of triggering symbols (video).
• Wheel prizes include jackpots, free spins, a respin with added wilds, and a spin on the next wheel.
• Landing a tall treasure symbol fully on reel 1 triggers a jackpot respin bonus.
• Each row corresponds with a jackpot. 3
• The number of active rows is determined by the current bet.
• Each position respins individually with prize symbols that increase jackpot values.
Lightning Link Jackpot
• Landing a full row of prizes awards the corresponding jackpot and ends the bonus (3 and video).
Casino Guardians
• Landing a diagonal line of prizes across all four rows awards the grand jackpot.
• Respin and free spin bonuses fill separate meters that each award a prize multiplier when full.
• Filled meters reset, and a wheel spin determines the next multiplier.
• Meter progress saves for each bet amount.
16NOTABLE RELEASES II
App Machine Description 1
• During all spins, symbols from winning lines are cleared and new symbols cascade down.
• Consecutive wins add increasing multipliers.
• Queen bee symbols fill a meter for a mini-game bonus with multiple levels (video).
• Players move a bee on a game board to reveal coin prizes and special symbols (1).
Lotsa Slots Cash Bees
• Special symbols multiply winnings, trigger bonuses, award level prizes, or increase level
prizes.
• Level prizes, bonus symbols, and net symbols end the round.
• Winning the level prize unlocks the next level.
2
• Globe symbols contain chip prizes or genie lamps.
• Six or more globes trigger three sticky respins.
• Players tap up to two lamp symbols to collect three or more prizes for each lamp.
• Lamps add globes to the reels, multiply globe values, or award chip prizes.
• The remaining reel positions spin independently.
myVEGAS Genie's Palace • Each additional globe landed resets the respin counter.
• Three lamps trigger free spins (video).
• Players tap the triggering lamps to earn three or more prizes for each lamp (2).
• Lamp prizes include free spins, globes, prize multipliers, and chip prizes.
• Additional lamps can land during free spins.
• Respins can be triggered during free spins.
17NOTABLE RELEASES III
App Machine Description 1
• Consecutive wins fill a meter for increasing multipliers.
• Non-winning spins reset the meter.
• Completing the meter awards a spin for a guaranteed jackpot.
• Players must bet above a certain amount to complete the meter.
• Landing bonus symbols fully on one or more reels adds the player's portrait to a social board.
• Filling all board positions triggers a 10-spin social bonus for all players on the board.
POP! Slots Fired Up 777 • Players' portraits spin on either side of the reels. 2
• Players whose portraits land adjacent to winning lines receive payouts (1 and video).
• Spins randomly add additional reels and portraits.
• If the reel set reaches its max size, stacked reels of wilds spin horizontally over the reel set.
• One player is randomly selected to stop the spinning wilds.
• The spin pays the selected player and grants multipliers to the rest of the players.
• A leaderboard ranks bonus participants based on their winnings.
• Nine hexagonal reel positions flip independently to reveal symbols.
• Five or more gem symbols trigger three respins (video).
Hexogems: • During respins, gems leave behind sticky diamonds.
Quick Hit
Jewels of the
Slots • Gems that land on reel positions without diamonds reset the respin counter.
Pharaoh
• Gems that land on diamonds add their values to the diamonds (2).
• At the end of respins, players win the value of all diamonds.
Quickly review all features and machines
Filter the Library Tool by month and year to see all new releases.
18APPENDIX
19LIQUID & GRIT SLOTS PERSONAS
Participants from the U.K. and U.S. (N=1,299) were surveyed about their mobile gaming use. The data
produced five personas with distinct slots preferences and playing habits.
Demographics
Fame Frank Money Mike Daydreamer Denise Gambler Gail Sensation Serena
Size 21% 22% 27% 19% 11%
% Female 50% 51% 66% 60% 55%
Age 32 mean / 30 median 34 mean / 32 median 35 mean / 34 median 35 mean / 33 median 35 mean / 32 median
Education 3.5 3.3 3.5 3.2 3.3
Money Spent 4.2 4.9 3.5 5.4 5.8
Playtime 5.0 4.5 5.0 4.9 6.5
* The education, money spent, and playtime numbers represent the relative value of each category compared to other player personas.
20PREMIUM PARTNERSHIPS
Liquid & Grit partners with these premier market research and analytics companies to infuse our
reports with the most relevant and detailed gaming user personas, data, and statistics available.
Quadrant Strategies Kinrate Analytics Sensor Tower
Market Research Player Personas Mobile App Store Intelligence
Quadrant Strategies Kinrate Analytics Sensor Tower
Quadrant Strategies is a market research Kinrate Analytics offers game developers, Sensor Tower is relied upon by financial analysts,
consultancy that uses research to help the world's consultants, publishers, and cloud gaming VCs, and publishers who need to leverage data to
most prominent technology, gaming, and operators the best cross-platform game identify the fastest-growing apps, emerging
entertainment companies develop strategies for recommendation engine for targeted marketing, as markets, and more.
building their user base, increasing user well as a novel profiling-as-a-service solution for
Clients harness Sensor Tower's suite of app
engagement and spend, and strengthening their intelligent market segmentation and social
intelligence tools to:
marketing and brand plans. networking.
‣ Evaluate app economies and app vitality.
We do that using a range of quantitative and Other services include advanced market prediction
qualitative methodologies, including gamer analyses for identifying emergent gaming trends ‣ Drive organic growth with the leading App Store
segmentation and persona development, feature and access to unique AI-enhanced data of 140 Optimization platform.
testing, message creation, and loyalty and thousand game titles and 48 million game players.
‣ Get the best global download and revenue
engagement modeling. The work of our senior
The products of Kinrate Analytics have been estimates for the App Store and Google Play.
leadership goes back many years, and includes
developed in university-led research projects in
long-term engagements for console and gaming- ‣ Discover top creatives and better shape user
collaboration with economists, psychologists, game
PC hardware-makers, individual games in a range acquisition strategy.
scholars, and data scientists.
of genres, and across consoles, PCs, and mobile,
and for some of the top game franchises.
21“Love and delight are better teachers than compulsion."
— Albrecht Dürer
LiquidandGrit.com
Brett.Nowak@LiquidandGrit.com
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