BetGames: “We are planning for success with more horizontal slots”

BetGames kicked off 2025 with its first foray into slot game production, and just a few months down the line, it is preparing to launch the world’s first horizontal slot, Lucky Lenny’s Jetpack, which follows a thrill-seeking bunny on a jungle adventure.

With around a month to go until release, Casino Guru spoke exclusively with Shlomi Zilbert, Game Producer at BetGames, and Valerijus Vetočkinas, Game Designer at BetGames, to find out the inspiration behind the development of the brand-new slot format and what hurdles they faced when building the product.

Q: Tell us about Lucky Lenny’s Jetpack – how exactly does it work and what was the driving force behind the first-to-market horizontal slot game format?

Shlomi Zilbert: I drew inspiration from a few standout titles that exist in both online gambling and the wider gaming industry, with the aim to create a fresh, thrilling mechanic for slots. We set out not only to deliver a captivating experience through an appealing math model, but to bring to life an interesting and light-hearted narrative centred around a fun-loving, bold, and adventurous character – the Indiana Jones of the rabbit world if you will.

One of the driving forces was to ensure the gameplay remained intuitive and accessible by providing players with clear and simple rules and win calculations. The game works similarly to classic slots with one payline, but instead of symbols landing on reels, Lucky Lenny flies across the screen and collects them. The game also includes two exciting bonus rounds with Wheel of Fortune and ‘Match 3’ mechanics, providing additional layers to the experience.

Q: How does the game differ from traditional slots, and how have you optimised the game for recreational players to avoid any learning curves?

Shlomi Zilbert: It works very similarly to a traditional slot, but appears with a much more simplified user interface, aiding the conversion of sports bettors to recreational casino players. What sets this title apart is the format of the bonus rounds, the paytable, the ‘Spin and Fly’ mechanics instead of reels spinning, and the number of reels. The game has been optimised for recreational players by simplifying the game rules and introducing the interactive paytable that explains wins on the fly, which removes barriers to entry and eliminates any steep learning curves. This aligns with BetGames’ broader vision of delivering content that is custom-built for the recreational player and bridges the gap between this target audience and casino games.

Q: What challenges did you encounter when developing this brand-new format and how did you overcome them?

Shlomi Zilbert: Whenever you work on a new format and try to invent something unique, it’s always challenging. We had to decide on the optimal location of Lenny on the screen during his flight, what the trajectory of the flight should look like, and how the interactive paytable would work in different channels, to name just a few. To overcome these hurdles, we ensured there was an efficient feedback loop through an open line of communication between multiple stakeholders, as well as hosting brainstorm sessions and simulations, utilising AI tools to visualise the game, and other tools and tricks from the BetGames arsenal. As a company, we relished the challenge of introducing a new and unique proposition and are incredibly proud of the outcome.

Q: Are there more horizontal slots on BetGames’ roadmap, and do you expect other studios to follow suit if the format is a success?

Shlomi Zilbert: I can’t give away too much, but yes, we are planning for success and are currently in the development cycle of other games that leverage features from this brand-new format, as well as future iterations of the Lucky Lenny series that will be based on additional game mechanics. Of course, I expect other providers to follow suit and adopt this game format if Lucky Lenny’s Jetpack is successful. It’s always interesting to see how new products affect the entire space, and it takes just one viral product to start an iGaming revolution. I am incredibly pleased with what we have achieved with Lucky Lenny’s Jetpack, and am confident that this first-to-market game format will start popping up amongst other studios’ portfolios.

Q: Lucky Lenny is a key element that ties the game together – what’s the story behind the titular character?

Valerijus Vetočkinas: The initial concept was to create a lead character that delivers humour and charm, providing more depth to the narrative and adding to the overall experience. In the early stages of ideation, Lucky Lenny started off a little too goofy, but we gave him a fresh makeover to turn him into a bold adventurer with a jetpack, a big moustache, and a knack for collecting fruit. Now, he’s more than just a character; he ties the whole game together and gives players something fun and familiar to connect with.

Q: When it comes to game franchises, how can memorable characters, such as Lucky Lenny, serve as a hook that encourages engagement across releases?

Valerijus Vetočkinas: Having a character that returns game after game ensures synergy and consistency across releases, helping to reinforce brand identity and providing instant familiarity to players. This recognition factor can serve as a crucial tool that boosts initial player acquisition rates, as customers typically gravitate towards products and branding that they have positive prior experiences with. There is a huge array of iconic game franchises in the iGaming industry, most of which revolve around a key character, theme or mechanic. By creating our own, BetGames can appeal to player nostalgia and generate greater long-term brand loyalty.

Q: How does the opportunity for bespoke branding improve the game environment?

Valerijus Vetočkinas: Bespoke branding is of real strategic importance to BetGames, as it allows us to deliver our partners unique, exclusive game environments that enhance their brand visibility. There are a number of opportunities to integrate custom branding into Lucky Lenny’s Jetpack, including logos on the trees, trail direction signs, and bonus wheels, as well as an explosion of the operator’s main branding colours every time a win is awarded. This not only provides players with a bespoke experience unavailable elsewhere, but adds even greater depth, personality, and cohesion to the entire game world.

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