Discovering Northern Lights Gaming
Joining us in today’s conversation about the tendencies of the online gaming industry, ways to satisfy player demands, and the real competition among software developers is the brand new name in the industry – Northern Lights Gaming. We are really excited to have the studio as our guest not only because its debut game, Rocky’s Gold, is highly entertaining and a great way to launch the portfolio, but also because standing behind the label is a very experienced team with a professional background tracing back to WMS, Barcrest, and the creation of such legendary slots as Rainbow Riches. Andrew Goodale, the CEO of NLG, talks about plans and potential of the new company. So, without any further ado, enjoy the interview.
Leading members of your team have been in the industry for quite a while before launching Northern Lights Gaming. Would you say it is easy today to be a new name in the market? And how long does it take to become an established, recognized manufacturer of casino entertainment?
No not at all, there are more content providers now than there ever has been, it's a hugely competitive space. Here at Northern Lights Gaming we understand that we need to differentiate our products from others, so we don't get lost in the crowd. It’s difficult. But if you plan your games carefully; have a clear strategy of what you want to achieve and deliver on this through your products then the games should standout.
Here at Northern Lights Gaming we understand that we need to differentiate our products from others, so we don't get lost in the crowd.
In my opinion, you can't get overnight success in this market space...people may argue that you have the likes of Rainbow Riches and Starburst, both hugely successful games. But they weren't overnight successes. They are built upon the backbone of many, many years of experience within the companies that created these brands. I think you need to play the long game, prepare for setbacks (not every game is a winner) learn from mistakes, roll with the punches and build better products as a result of this and if the sun is shining on you then maybe you get a big hit… maybe:)
Your focus is on the UK market. Is your targeted audience a tough crowd to impress?
100% yes- The UK market space is one of the most mature markets in Europe. A lot the UK players will have grown up on a diet of traditional ‘pub’ fruit machines and will be used to playing slots in places such as bingo halls or LBO’s. So, the UK players are very savvy and yes very hard to please. But that is the fun, trying to come up with something new that you feel will make the UK players play Northern Lights Games.
Are there any particular themes, features, or other factors that the British players appreciate the most?
Yep loads- but If I tell you then that’s my roadmap gone for 2018/19 :) so instead, you'll just have to keep an eye out for our first few games. But if I am to say anything – it is that a Northern Lights Game should be recognized by awesome graphics combined with proven mechanics mixed up with something completely new or slightly twisted. We don’t think anyone does it quite like us, although there are plenty of colleagues in the business that we admire!
Northern Lights Game should be recognized by awesome graphics combined with proven mechanics mixed up with something completely new or slightly twisted.
In your experience, what does it take to create a true slot hit?
Ha - I’ve been asked this so many times… there are so many things that go into making a great slot and what most people don't realize is that most of those things are out of your control. So, you concentrate on what you can control, great looking games, great logic (for the market you want to hit) and more importantly the flow of the game - make sure the user journey is clear and understood from the very beginning - then close your eyes and cross your fingers!
What are the common aspects of the industry that you would like to change, and are changing in order to offer a new gaming experience?
With the tightening of regulations, it’s becoming harder and harder to offer new gaming experiences. What’s happened in UK retail now will probably filter through to online slots, so I would expect features that offer ‘big bets’ or higher stakes in return for ‘a better player experience’ to come under scrutiny along with areas of game play where the player has to make decisions. With regards to the Northern Lights content we are working on some amazing new game features but as to what they are, obviously I can't tell you … yet.
With the tightening of regulations, it’s becoming harder and harder to offer new gaming experiences. What’s happened in UK retail now will probably filter through to online slots
In your opinion, what is more popular among the gambling community – classic slots or modern reeled machines with complex features, level-based play, etc.? Which of these two types did you give preference to when creating a production plan for Northern Lights Gaming?
It’s simple answer here, you need to look at the markets and see what is happening in each marketplace. This will give you a good indication of where you should head. But in the end, it’s down to what you want to do as a content provider. If you feel x is missing from market y or a certain genre of games is doing great in a marketplace then you have to make that call. But that for me is the fun side; trying to work out what will be the next big game…. I’ll let you know how that goes :)
