Katya Machuganova: “A successful slot is defined by its ability to capture players' attention – and keep it”

Today, we sit down with Katya Machuganova, Product Owner at Silverback Gaming, for a deep dive into one of the studio's latest slot releases, Macaron Mad Mess. Machuganova shares insights into what defines the game’s success and how the studio sets the stage for new releases by leveraging effective marketing and understanding the core appeal of each title. As she puts it: to consider a slot release truly successful, a company must not only capture players' attention—but also keep it.

Q: Katya, can you tell us about your newest release, Macaron Mad Mess. What inspired your company to release this title?

Certainly! Macaron Mad Mess is our latest release, and it was inspired by our desire to create a game that’s both fun and visually captivating, with a unique theme that stands out. We wanted to bring something charming and light-hearted to our players, and the idea of a French bulldog baking macarons in a Parisian bakery felt like the perfect fit. The game’s design and theme are aimed at providing a delightful experience, combining bright visuals with engaging gameplay features like Wilds, Free Spins, and a Pick’em mini-game. Our goal was to create a slot that not only entertains but also offers a memorable and immersive experience.

Q: What defines a successful slot release in today’s market and how has Silverback Gaming been coping with the increasingly saturated market?

A successful slot release today is defined by its ability to capture players' attention and keep them engaged over time. This means offering something unique—whether it's through innovative mechanics, a compelling narrative, or standout visuals. In an increasingly saturated market, we at Silverback Gaming have focused on delivering high-quality content that resonates with diverse player demographics. For instance, with Macaron Mad Mess, we’ve integrated a distinctive theme with rich gameplay elements that offer both excitement and depth. We’ve also been proactive in exploring niche markets and tailoring our games to specific audiences, ensuring that our releases remain fresh and relevant.

Q: From your experience, what is the most impactful feature that a developer can bring to a game to make it stand out?

The most impactful feature a developer can bring to a game is one that not only enhances gameplay but also creates a deeper connection with the player. This often involves character-driven narratives or innovative mechanics that align closely with the game’s theme. For example, in our Wild & Free series, we designed the games specifically with female players in mind, incorporating customizable features and strong, relatable characters. Features like the Pick’em mini-game in Macaron Mad Mess not only add an element of interactivity but also tie in perfectly with the bakery theme, making the game more engaging and memorable. It’s about creating an experience that feels cohesive and offers players something they haven’t seen before.

Q: What goes into the successful marketing of your new releases, could you explain your process?

Successful marketing begins with understanding the core appeal of the game and effectively communicating that to the right audience. Our process starts with a deep dive into the game’s theme, features, and target demographic. For Macaron Mad Mess, we emphasized the game’s playful Parisian bakery theme and its bonus-rich gameplay in our promotional materials. We create engaging trailers, and social media content, and collaborate with our partners to launch exclusive promotions that generate buzz. Additionally, we leverage data-driven insights to fine-tune our campaigns, ensuring they resonate with the specific preferences of different player groups. The key is to build anticipation and ensure that when the game launches, it reaches and excites the intended audience.

Q: What is the next big thing that Silverback Gaming is looking forward to in 2024?

2024 is shaping up to be an exciting year for Silverback Gaming. We’re particularly looking forward to expanding our Wild & Free series, which has been designed with a focus on diversity and player engagement. This series not only reflects our commitment to creating content that resonates with a diverse player base, especially female players, but it also features a Progressive Jackpot that adds an extra layer of excitement. The Progressive Jackpot is a thrilling addition that gives players the chance to win big across all titles in the series, making each spin even more engaging.

Beyond the Wild & Free series, we’re excited about exploring new markets, particularly in North America and Europe, where we see tremendous growth potential. We also have some innovative new titles in the pipeline that will continue to push the boundaries of what’s possible in online gaming, both in terms of gameplay mechanics and narrative depth. It’s going to be a year of bold moves, continued innovation, and thrilling opportunities for our players.

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