Jo Purvis, Director of Marketing, PR and Events at Blueprint Gaming, chats to CasinoBeats about the company’s development in 2024 which includes its expansion into global markets away from its UK roots and the launch of several games throughout the summer.
Summer of 2024 has been defined by the launch of Rapid Fire Jackpots – how has the system been received and do you have any data insights into its performance that you can share?
It’s been an incredibly strong launch with nearly £2m in winnings having been paid out in jackpots since its debut. The reaction from players has been extremely positive. It’s well ahead of our expectations and resonates with both traditional jackpot as well as non-jackpot players.
Being a complementary product to our established Jackpot King system we now have an even stronger and broader range of game versions to present to operators. RFJ variants of most new game releases are now available alongside JPK and standalone alternatives to match individual requirements.
We’re looking forward to building the portfolio further.
RFJ wasn’t the only title that BPG launched though. Tell us about some of your other new titles and how they have been received in the market?
We have had some great launches recently which have been received well in multiple markets such as Cash Strike Hot stepper, The Flintstones™ & Rick and Morty™ Strikes Back. Our licensed games provide the perfect foil to our proprietary titles, meaning that we’ve got a fantastically diverse range of games to take to multiple markets where preferences can vary wildly.
As we continue to expand our profile internationally, beyond our traditional stronghold of the UK, we’re developing games that resonate with broader audiences. Taking what we’ve learned from decades of successful game production we’re using our local knowledge and that of our carefully selected partners to ensure that we’ve got the right content to make a positive impact on regions such as Italy, Canada and the Netherlands.
Is there an underlying theme to your recent slot releases, whether that is through a specific mechanic or game theme?
Not particularly! We are always analysing market trends and monitoring game performance. From this we can take aspects from certain mechanics/features and evolve them for future launches.
We are recognised as a studio that makes the most of our successful game families, keeping them fresh with each iteration and continuing to give players and operators the IPs they demand, be they licensed or developed in-house. Familiarity is as much key as innovation so we carefully craft new content with the right mix of both so that fans of the likes of Kong, Deal or No Deal™ and Fishin’ Frenzy are not disappointed when the latest new hit instalments are released.
BPG has global ambitions, particularly in Italy and Canada. Let’s begin with Italy. What can you tell us about the Italian market from your experience there and what sort of content works in Italy?
Blueprint has achieved significant success in the Italian online casino market by strategically tailoring our game offerings to resonate with local player preferences. We’ve found that a combination of innovative mechanics, engaging themes, and proven game types has been particularly effective.
Our evergreen titles, like Wolf Legend and Bison Rising, continue to perform exceptionally well due to their enduring popularity. Additionally, Blueprint-developed Megaways™ games and Jackpot King-connected titles consistently attract a strong following.
Understanding player preferences is crucial. We carefully analyse market trends and incorporate themes and characters that resonate with the Italian audience. By staying ahead of the curve and delivering high-quality content, we’ve been able to secure approval for approximately 150 of our 300+ game titles in the Italian market.
The Ontario market is a little newer from a regulatory perspective, but what have you gleaned from your time in the province? What successes have you seen there?
Ontario has proven to be a very fruitful market for Blueprint Gaming. We’ve seen tremendous traction with our branded titles, including The Flintstones™, The Goonies™ Megaways, and Rick and Morty™ Strikes Back. These games have resonated strongly with players in the province.
Additionally, we’ve found that many of our recent game mechanics have been particularly well-received in Ontario. This demonstrates that our commitment to innovation and player engagement is paying off.
Having been one of the leading slot providers in the UK market, how do you take that experience and success and replicate it in global markets?
Blueprint Gaming’s success in the UK market has provided us with valuable insights and experience that we can apply to our global expansion strategy. We’ve learned the importance of staying ahead of market trends and adapting our game development to cater to diverse player preferences.
One key approach is to tailor our games specifically for each market. While there are some universal themes and mechanics that resonate across different regions, it’s essential to consider local cultural nuances and preferences. This localized approach helps us ensure that our games connect with players on a deeper level.
The global slots market has become increasingly competitive in recent years, with a constant influx of new games. To maintain our edge, we prioritise innovation and quality in our game development. By delivering engaging and unique content, we can differentiate ourselves from the competition and continue to attract players worldwide.