Charlie Jacka: "The brand may open the door, but it’s the gameplay that keeps players engaged"

Charlie Jacka, the Head of Product at Blueprint Gaming, talks about his company's integration of the Game of Thrones franchise and what it means. This latest partnership marks a major step forward in the studio’s IP strategy, bringing one of the most recognisable TV franchises into the slot space. In this interview, Jacka shares how Blueprint plans to balance brand authenticity with proven mechanics to create a long-term series of standout releases.

Q: These are exciting times for Blueprint Gaming as you embark on a new IP-focused partnership. What is the mood internally around the opportunity to develop Game of Thrones-branded titles, and how significant is this franchise for your roadmap?

There’s a genuine sense of excitement. Game of Thrones is one of the most significant entertainment brands in the world, so the opportunity to work with an IP of this scale carries both pride and responsibility.

From a roadmap perspective, this is not a one-off launch but the beginning of a long-term series. The first title arrives at the end of March, with further releases planned across both Game of Thrones and House of the Dragon. The intention is to build sustained momentum, alternating between the two brands and creating a pipeline of premium, IP-led content that will play a central role in our 2026 strategy and beyond.

Q: Blueprint Gaming has built a strong reputation for developing successful IP-led slot releases. In your view, what makes a branded game truly resonate with players?

For us, it comes down to balance. A branded slot has to feel authentic to the source material, but it must also deliver the mechanics and mathematical structure that players already trust from Blueprint.

Historically, our strongest IP releases have been built on proven gameplay models. With Game of Thrones, we’ve followed that same philosophy - using one of our most popular cash-collect mechanics as the foundation, then layering in new modifiers and brand-led features. We never move too far away from what we know works, but we ensure every title feels fresh.

Resonance happens when players recognise the brand, enjoy the gameplay, and feel that the two are seamlessly integrated rather than competing for attention.

Q: To what extent do you rely on the strength of the franchise’s established fanbase, and how much emphasis do you place on innovative mechanics that elevate the experience beyond the brand itself?

The fanbase certainly provides visibility and excitement, and there’s no denying that a brand like Game of Thrones naturally attracts attention. Operators are also understandably keen to support titles with that level of recognition.

However, long-term performance can’t rely on brand power alone. The mechanics have to stand up in their own right. That’s why the first release is built on a proven model, complemented by refreshed collect variants and a dynamic trail-based progression system that unlocks a map of Westeros and enhanced bonus functionality.

The brand may open the door, but it’s the gameplay that keeps players engaged.

Q: What do players expect from a branded experience like Game of Thrones? Is it primarily about visual authenticity and recognisable moments, or is it about capturing the emotional tone and narrative depth of the series?

It’s both - but capturing the tone is arguably even more important than surface-level recognition.

Visual authenticity, iconic characters and the original soundtrack are essential components, but Game of Thrones is defined by scale, progression and rising tension. We’ve reflected that through a dynamic base-game trail that unlocks the Westeros map and progressively enhances the feature set. The further players advance, the more powerful the experience becomes.

That sense of escalation mirrors the narrative arc of the series itself. It’s about recreating the feeling of embarking on a journey, not just referencing recognisable scenes.

Q: Do you see branded releases as an opportunity to reach beyond the traditional iGaming audience, potentially engaging Game of Thrones fans who may not otherwise interact with online casino content? If so, how do you approach that balance?

High-profile IP always presents the opportunity to broaden appeal. A brand with global cultural impact can attract players who may not initially seek out casino content.

That said, our primary responsibility is to core slot players. The volatility profile, collect mechanics and feature structure must meet their expectations first and foremost. The brand acts as an amplifier rather than a substitute for gameplay quality.

By anchoring the experience in a proven model while delivering strong thematic authenticity, we strike a balance between accessibility for new audiences and depth for existing players.

Q: When working with an iconic franchise such as Game of Thrones, are there creative boundaries or approval processes that shape the final product? How do you ensure innovation while staying faithful to the source material?

Working with a globally recognised franchise naturally involves detailed approval processes. Every asset, sound element and thematic integration must align with the brand’s identity.

Rather than limiting creativity, those guardrails provide clarity. They ensure the final product remains authentic while challenging us to innovate within the world of Westeros. The key is integration, building mechanics that feel native to the brand rather than imposed on top of it.

By starting with a proven Blueprint framework and carefully weaving in brand-led progression and enhancements, we can innovate confidently while respecting the source material.

Q: Looking ahead, how central will high-profile IP partnerships be to Blueprint’s growth strategy in 2026 and beyond? Do you see branded content becoming even more competitive in the coming years?

Blueprint has a long-standing heritage in branded content, and Game of Thrones represents one of the most significant licences we’ve secured to date.

The branded space is undoubtedly becoming more competitive, with operators increasingly selective about which IP titles they prioritise. That makes it even more important to deliver games that combine recognisable brands with proven mechanics and sustainable performance.

For us, the future lies in long-term, premium partnerships, developing series rather than standalone launches, and ensuring each release strengthens both our roadmap and our reputation as a leader in IP-led slot development.

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