AvatarUX Q&A with CasinoGuide.se

Hannah Farrugia, our Head of Product & Product Strategy, sat down with Casinoguide for an exclusive deep dive into our product development strategies, future plans, and the game-changing launch of the Instaplay vertical. From behind-the-scenes insights to bold innovations, Hannah shared must-know details about what’s next.

Read the full interview below.

How would you describe the AvatarUX style? Do you have a specific philosophy when it comes to themes, visuals, and gameplay?

Thematically, we’ve been heavily inspired by video games and modern aesthetics, and we’ve adapted over the years to understanding our player base in a better way and focussing on themes that closer fit the market. For example, in one of our latest releases Silicon Spinners, we really wanted to explore a light hearted and humorous theme, while referencing some (no names in particular) tech moguls. We even included a small easter egg which lets the player smash a tiny cockroach! We paired this with a volatile math model and some new mechanics and features on our coveted ZapReel™ to make for a very amusing experience. In a nutshell, our philosophy is prioritising player’s fun and entertainment. 

Which AvatarUX slot are you most proud of, and why?

This is a dilemma, CherryPop is still a timeless top favourite. A simple, entrancing slot game with a very well balanced math model. It’s the kind of game you can go back to, chill and spin. On the other hand, if you’re into more excitement and volatility, the gamble wheel definitely has an experience of its own! It’s a well rounded and exciting slot.

Your PopWins mechanic has made a big impact on the slot industry. How did you come up with the idea, and did you anticipate it becoming so popular? Also, can you share any hints about new features you’re working on?

Our team wanted to stand out of the crowd and build our identity on something totally new. Something that can define us and at the same time disrupt the industry by offering players a unique game experience. 

This is how the idea of PopWins™ was born – bonus mechanics offering enhanced spin sequence and reel potential. 

We have been looking into even more new mechanics in 2024 Loaded Reel, Wild Reel and also have at least three new mechanics coming up in 2025, not to mention a fresh instaplay game that’s about to launch soon.

AvatarUX recently introduced the Instaplay game category. What inspired this new direction, and how do you see it changing the player experience?

We love to innovate, and we wanted to try something beyond traditional slot development. While we do have a number of titles that are on the more complex side, we also wanted to try an alternative casual approach to gaming, potentially appealing to a wider audience.   

If you could collaborate with any other game provider, who would it be and why?

I’d be eager to collaborate with Print Studios, we both have a reputation for creating innovative slot mechanics, so perhaps a collaboration could create something fresh and unconventional.

Where do you find inspiration for the themes in your slots?

Our team are avid gamblers and gamers, so we do get inspiration from different media around the world. We also draw inspiration from market trends, and cultural influences, ensuring every theme resonates while feeling fresh and immersive.

Which AvatarUX slot is the all-time favorite among players, and why do you think it stands out?

One of AvatarUX’s most acclaimed slots is CherryPop, celebrated for its innovative PopWins™ mechanic, nostalgic theme and win potential. CherryPop is a standout favourite among players.

From the first spark of an idea to a fully playable slot, how long does the development process typically take?

From conception to game launch, a game typically takes 3 to 12 months, depending on the intricacy of the mechanics and features. some games with complex mechanics may take longer, our goal is always to balance innovation, quality, and timely releases.

The Swedish gambling market is highly regulated. How do you navigate these regulations while still delivering innovative and engaging games?

We focus on developing highly versatile features and mechanics that suit not only different audiences, but are also adaptable to different jurisdictional requirements. We also, obviously, do a lot of preparatory work and our team studies thoroughly what we can and cannot do and when we hit into blockers or limitations, we just pull our sleeves and come up with alternatives. This is to ensure that we don’t take anything away from the gameplay experience, irrespective of the location of the player.

Can you reveal any upcoming games or special projects for 2025 that haven’t been announced yet?

We have a lot of exciting plans ahead. In terms of the product, we are focusing on new fresh mechanics with the aim to offer something new and unique for players. Our last release Big Catch Craze is a very good example. That said, we are also evolving our signature PopWins and continuously developing new features and new themes with it (I mentioned above Silicon Spinners). Additionally, we are also focusing on Instaplay and adding more of these casual games to our portfolio (Toad’s Bounty is one of the new titles, coming out on the 27.02.2025, which is certainly like nothing else out there on the market. 

We are, furthermore, expanding our distribution with adding more and more partners to our network and penetrating new markets.

The original interview was published on CasinoGuide.se