The Rise of Franchise Thinking in the iGaming Market

In an ever-evolving iGaming market with intense competition, providers are adopting franchise approaches to create recognizable IP. Instead of seeking one-off successes, the focus is on developing franchises that evolve through mechanics and themes. Ian Catchick, Product and Business Development Director at BetGames, highlights that market standards require high-quality proposals. Developing future iterations of a successful title is crucial for enhancing player experience.

Evolution of a Game Franchise

For a game to become a franchise, a flexible plan is required. Adam Lahouiri, Head of Product, notes that it is essential to monitor player behavior and focus on key metrics to identify competitive titles. When a game achieves success, innovative features are introduced to maintain momentum. In the case of the Skyward game series, BetGames is about to launch a third game that incorporates new mechanics.

Importance of Continuous Innovation

While players value familiarity, they also desire novelty. The key is to understand what connects players and protect those elements while innovating. The Skyward series, for example, maintains its collision mechanics and aviation theme, but each launch brings unique features. Changes must be carefully balanced to avoid diluting the franchise's value.

Requirements When Expanding to New Verticals

When transferring IP to a new vertical, it is crucial to maintain the franchise's core promise. The elements that define its identity, such as gameplay style or distinctive features, must be integrated into the new format. Quality and accessibility are essential for each extension to feel like part of the same family.

Influences on Product Planning

The franchise approach drives the view beyond individual releases and considers the long-term development of a product. This affects feature planning and technical architecture. The progression from Skyward to Skyward Storm exemplifies how to build on what players understand while exploring new features.

The Future of iGaming Franchises

Successful franchises in iGaming will create genuine recognition and loyalty among players. They will need a clear identity, be flexible enough to adapt to different mechanics and markets, and evolve with player expectations. Customization, community features, and inter-game progression will be key to maintaining long-term interest.