Bob Parker: “With MONOPOLY Cheltenham bonus we introduce audiences to iCasino”

We sit down with Light & Wonder Senior Creative Director iGaming Bob Parker with whom we discuss the recent release of the Cheltenham Race Day bonus game for the MONOPOLY Travel World Tour and how the company has added to the available pre- and post-race day experiences. Giving players a heightened sense of control and an exciting new location to explore, the game itself offers a myriad of cross-sell opportunities and a fantastic way to engage audiences who are not yet versed in the world of online casinos.

Q: With MONOPOLY Travel World Tour arriving at the Cheltenham Festival, why has Light & Wonder decided to build the next instalment of this series around the iconic sports event?

The Cheltenham Festival marks one of the most important times of the year for sportsbook operators, with traffic soaring to one of its peaks for the year. It is a four-day festival that captures the imagination not only of the seasoned racing fan, but also the more casual bettor who is drawn to what has become a highlight of the sporting calendar. This heightened activity has a knock-on effect on other iGaming sectors as bettors look for other experiences pre- and post-race day and in between races. Recognising this, we saw it as an ideal opportunity to introduce a Cheltenham-themed element to our latest MONOPOLY game.

Q: How does the new bonus game work and what are the new features found?

After the free spins have been triggered, the Cheltenham Race Day bonus game is found in the list of possible travel destinations on the departures board. Drawing inspiration from the world of horse racing betting, the game allows players to distribute 100x to 140x their base bet among five different coloured horses. The game commences once the bets have been set and provides unlimited free spins until at least one of the horses passes the finishing line.

Cheltenham Race Day is played out on a 5x4 grid with horse symbols working both as a wild to help form winning combinations as well as propelling their corresponding horse one position forward along the racetrack displayed atop the screen. Reminiscent of a classic roll-a-ball arcade game, the game concludes when one or more of the horses successfully reaches the finish line, rewarding players with both their selected bet and accumulated winnings from free spins.

Q: We’ve already seen Light & Wonder find success with Rainbow Riches Race Day. How effective are racing-themed slots in converting bettors to the realm of online casino games?

For operators managing both a casino and a sportsbook, horse racing games offer a myriad of cross-sell opportunities and are a great way to engage audiences not yet versed in the world of iCasino. Being a demographic which already has an affinity for betting, it presents a window of opportunity to showcase the different experiences on offer while easing them into it in a way which speaks to their interests. The Cheltenham Race Day bonus round aims to replicate the horse racing experience, granting players a heightened sense of control.

In addition, slots with sports themes timed around key calendar events can be used as a cross-channel product. Online casinos have the chance to captivate both sports enthusiasts and bettors, while sportsbooks can utilize this game to maintain their audience, offering an around-the-clock experience tied to the excitement of the festival.

Q: How do the episodic capabilities found in the slot tie in with the iconic MONOPOLY board game?

MONOPOLY has utilised many themes over the years, with hundreds of iterations of the iconic board game. Using the brand’s heritage and evolution as inspiration in our MONOPOLY Travel World Tour release, we wanted to embed the slot with episodic capabilities that mirror the variety of settings the board game offers and felt this was a fitting slot, given the theme of travel.

Q: What significance does adding additional bonus rounds play for operators and how does this game compare to a seasonal slot reskin?

MONOPOLY Travel World Tour is a game we have developed which has additional bonus games that are added in to the existing game periodically. These can be linked to key events or locations, for example sporting events like Cheltenham. or seasonal event such as Christmas. Diverging from a conventional reskinned slot, the game offers a variety of themes and locales in each bonus game, varying in gameplay inspired by the location itself.

With the original release in December offering New York, Cancun, and Cape Town-themed bonus games, the new bonus rounds provide a sense of longevity, maintaining the game's freshness for returning players whilst attracting new ones by showcasing and promoting the latest bonus games.

Q: Are there any plans to continue the World Tour with new bonus games and features planned for future calendar events?

Our aim when creating the game was for it to live up to its name and truly offer players an airport experience where they can choose from various holiday destinations. MONOPOLY Travel World Tour is designed with different bonus rounds that can be activated during various calendar events over the year. We’ll be sharing more details about the game soon so stay tuned!

Image credit: Casino Guru News