Innovation, creativity, and attention to detail: an interview with Spadegaming’s Danny Vincent
Updated 1 December, 2020 4min.4317
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Well known in Asia and beyond, Spadegaming is one of the most innovative slot developers in the iGaming industry. Their games focus on beautiful graphics and immersive gameplay, giving players something new instead of just rehashing tired concepts over and over again.
Spadegaming has been developing slots since 2007, and since then the company has become one of the industry’s leaders thanks to their unique approach to design and development.
To learn more about Spadegaming’s story and plans for the future, we met with General Manager Danny Vincent.
Spadegaming is an undisputed leader on the Asian gambling market when it comes to visuals. How did the company achieve this?
Danny: When we started outlining our brand direction, the iGaming scene in both the South East Asian and Chinese markets was growing rapidly. We have decided to leverage the exquisite elements of Asia’s multiculturalism as the core product strategy to carve out a niche in the market.
Some say that slots should be more like video games – attractive, complex, and featuring twisting storylines. Others argue that it would demand too much attention from the players, and distract them from the gameplay. What do you think?
Danny: At Spadegaming, we diversify our creations. We continuously try different approaches, both in terms of features and graphics, in order to balance the current market standards and players’ preferences at the same time.
Another topic is the style. In Spadegaming’s case, it’s tightly connected to Asian culture. Is it a part of Spadegaming’s mission to educate people through the gaming experience, opening the door to the incredibly alluring world of Asian mythology?
Danny: Yes. Asian culture is vibrant, spiritual, and mysterious. Through our games, we invite players to immerse themselves in Asia’s charming diversity.
It seems to us that some particular games contain references to different books and movies. Can you tell us more about it?
Danny: Indeed, our passionate game experts get inspirations from famous literature, mythology, and movies such as “Journey to the West” or “Romance of the Three Kingdoms.” We try to base our work on popular themes, but also to introduce something interesting and lesser-known.
How is it possible to stand out from the crowd by inventing unique storylines or themes when the market is already packed with games of all shapes and sizes?
Danny: Our spirit is merging creativity and innovation. Our artists and designers always go the extra mile to produce games that exceed expectations.
We encourage our teams to really focus on the details. We believe you can only stand out by polishing every single aspect of the game.
Over the past 10 years, the company has worked its way up to become a leader in the Asian market. How has the market changed in that time? What were the biggest challenges?
Danny: We have faced strong competition. There were thousands of games on the market. However, our approach seemed to work, so we managed to get through it wonderfully and build a well-known brand. We hope that Spadegaming will be even more successful in the future.
New audiences. New trends
It’s no secret that Spadegaming aims to enter the European market. Do you intend to change the design direction or continue with what worked for the Asian market?
Danny: Spadegaming never stops improving. We try to deliver the best product to players around the globe, so we will produce more games with different themes and features. Everyone should be able to find something they like in our game library.
Gaming technology is constantly improving – to operate properly, games require more and more processing power, and the hardware standards are also evolving every year. Are you worried about the growing requirements?
No. Right now our games are compatible with all popular devices. Our quality control team ensures that we are prepared for the changes in the technological market.
We see the fast-paced evolution of devices as a positive thing for our business. They will be able to effortlessly accommodate more and more advanced games, and we strive for superior quality.
Many operators dream of expanding their audience by engaging the hard-to-reach millennial generation, which is keen on video games, esports, and Netflix. Do you have a strategy to engage this audience?
Danny: We are making efforts to improve the interface of our games and make it more friendly and fit millennials’ tastes. Generally, we count on our superior graphics, impressive animation, and sound effects to attract them.
Could you describe a typical player of your games? What are the themes and features that they pay the most attention to?
Danny: We believe that all players have their own preferences, so we don’t really rely on a single region or age group. We at Spadegaming try to diversify our game library as much as possible.
The next steps
Looking ahead, what are your plans for the future? What will the slot market look like in your opinion?
Danny: Spadegaming’s focus is on stability, for the time being, especially dealing with the huge European market. In terms of games, we hope to introduce our Fish Hunting game series, which is well-received in Asia, to European players.
And the last question: considering increased slot gamification, would you like to see a future where slots and PC video games compete on the market?
Danny: Instead of competing, we feel combining slot and PC video games is workable as a new trend in iGaming. It opens up a lot of potential. There could be games with brand-new features that no one has launched yet.
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