Interview With Rory Molloy, Product Project Manager at Gaming Realms
In the fast-paced world of iGaming, few companies have made as significant an impact as Gaming Realms. From their popular Slingo games to new strategic partnerships, the company continues to push the boundaries of what’s possible in digital entertainment.
We’re happy to have had the chance to speak with Rory Molloy, the Product Project Manager at Gaming Realms. In our conversation, we’ll explore the company’s success, delve into Gaming Realms’ creative process and innovation strategies, and gain insights into the future of online gaming and entertainment. Enjoy!
Welcome, Rory! Thank you for taking the time to speak with us. Before we begin, could you introduce yourself and Gaming Realms to our readers?
“I’m Rory Molloy, the Product Project Manager at Gaming Realms. In this role, I oversee the development of our Slingo titles from initial concept to final release, managing the various elements that go into creating some of our biggest hits!
Gaming Realms is a leading provider with our releases focused on the innovative Slingo mechanic. Our titles stand out by offering a unique blend of fun, strategy, and entertainment. Unlike many other providers, our games feature deeper gameplay mechanics and require strategic decision-making which players naturally gravitate towards. Primarily focused on the mobile market, our Slingo titles have become a popular genre in their own right, blending features found in slots and bingo to create something entirely new.”
How does Gaming Realms differentiate itself from other mobile-focused gaming developers in the market?
“Although we primarily focus on the mobile market, we’re not alone in recognising its importance. Slingo’s grid-based gameplay and incremental increasing prize ladder make it an ideal fit for mobile gameplay.
Our titles prioritise interactivity, allowing players to strategically place wilds and super wilds to create as many Slingo lines as possible. This active, decision-based experience sets our games apart from traditional slots, which are often more passively enjoyed. By putting players at the centre of the action, we create a more engaging and interactive experience on mobile devices where touch screens work as a tool to aid in the direct interaction our games provide.”
What role does the Slingo brand play in Gaming Realms’ overall portfolio strategy?
“Slingo and Gaming Realms are synonymous, as our company is the exclusive creator and developer of Slingo. While we continually innovate on the core Slingo mechanics, adding new features like those seen in hit game Slingo River Re3ls™, the Slingo brand remains a cornerstone of our portfolio, both now and into the future. We are exploring the idea of creating standalone slots but Slingo will always remain a focus of Gaming Realms, with millions of fans around the world familiar with the mechanic and enjoying each new iteration we create.”
What unique challenges does Gaming Realms face in developing new Slingo variants while maintaining the core appeal of the original game?
“Educating players is a crucial aspect of evolving the Slingo concept. We strive to introduce new features that enhance the entertainment value of our games while ensuring players fully understand these changes. Our goal is to appeal to both new and experienced Slingo players simultaneously. To achieve this, we work closely with affiliates to educate players, provide informative game loading screens, and offer in-game prompts that explain the purpose and mechanics of new features we introduce.”
How do you balance the familiar Slingo mechanics with innovative features to keep the games fresh for players?
“To maintain the core appeal of Slingo, while also offering a fresh experience, we strategically introduce new mechanics or variations of popular mechanics to our new releases. This approach ensures that each title feels familiar to returning players while also enticing new players to enjoy the fun of Slingo for the first time. While we don’t strictly adhere to this formula, we generally strive for a balance between new visuals and fresh mechanics. This allows us to create games that are aesthetically distinct and mechanically engaging, making them accessible to a wide range of players.”
How do you approach the integration of licensed brands with the Slingo mechanic to create successful combinations like Slingo Rainbow Riches and Slingo Starburst?
“Our deep understanding of our player base allows us to select themes, IPs, and brands that will resonate strongly with them. Before embarking on a licensed Slingo project, we conduct extensive research to ensure that the brand aligns with our audience’s interests and preferences.
Once we’ve established a strong foundation, we begin the creative process of capturing the essence of the brand and seamlessly integrating it into the Slingo gameplay. This involves careful consideration of the brand’s visual elements, narrative, and core themes, ensuring that the Slingo experience remains authentic while also offering a unique and engaging twist. This is especially important if it’s an existing brand in the iGaming industry such as the hit game Slingo Money Train. Players know the original Relax title very well so adding differentiators to allow our adaptation to be simultaneously familiar and different enough to engage players was key.”
How do you approach creating exclusive game content for operators like The Masked Singer Slingo for Skillonnet or Tipping Point Slingo for 32Red?
“Exclusive Slingo content is highly valued by our operator partners. Our games’ exceptional player retention and strategic depth make them a strong draw for returning players. By offering exclusive versions, we strengthen the operator’s competitive advantage and enhance the overall player experience.
We tailor our Slingo titles to reflect the operator’s unique brand identity and player needs. Caesars Palace Slingo for example puts the brand front and centre and was used by the operator as a way to enhance its brand awareness whilst offering something unique when compared to competitors.”
With a presence in multiple North American, South American, and European markets, what are your strategies for entering new regions?
“Our strategic approach to global expansion centres on localisation. We recognise that a one-size-fits-all approach would be ineffective, as player preferences and cultural nuances vary significantly across different regions. Our success in markets like the UK, Italy, and the Netherlands can be attributed to our tailored strategies. We carefully curate our game portfolio, adapt our marketing and promotional efforts, and optimise our launch timing to resonate with the specific tastes and preferences of players in each region.
A player in Brazil, for example, may have distinct expectations compared to a player in Europe. By understanding these differences and tailoring our offerings accordingly, we ensure that our games strike a chord with players worldwide.”
Which emerging markets do you see as having the most potential for Gaming Realms in the near future?
“Latin America is undoubtedly a region with immense potential for the iGaming industry. With a large and growing population that already has a strong affinity for sports betting, it presents a significant opportunity for providers.
By capitalising on the existing sports betting market and developing innovative sports-themed Slingo products, we can tap into a vast cross-sell audience. This strategic approach positions Latin America as a key region for not only our company but the entire gaming industry.”
Can you share any insights into upcoming projects or game releases that you’re particularly excited about?
“Our upcoming title, Slingo Fowl Play, is a prime example of our localised strategy. This game, adapted from the popular WMG slot, is specifically designed to resonate with players in Italy. By leveraging a well-known IP and tailoring the gameplay to local preferences, we anticipate that Slingo Fowl Play will be a resounding success.
In addition to our internal developments, we’ve recently forged a strategic partnership with S Gaming, a UK-based provider with a proven track record of producing mobile-first slots which have quickly gained a loyal fan base. Through our extensive distribution network, we’ll be instrumental in helping S Gaming expand its reach into the US and other key markets.
Furthermore, we’re excited to soon announce several new operator partnerships that will bring our titles to a wider audience than ever before. This influx of players will undoubtedly fuel our growth and solidify our position as a leading provider in the gaming industry.
It’s an exhilarating time to be part of Gaming Realms, and we’re thrilled to share this excitement with our dedicated fans.”