Matthew Attard: "Our focus is on creating games with a clear identity that players remember"

In this exclusive interview with Casino Guru News, Matthew Attard, Head of Client Success at Vivid Gaming, discusses the studio's approach to crafting new games and how its recent partnership with Betsson has impacted this, while also acknowledging the challenges posed by an increasingly saturated market Focusing on the player experience rather than volume, Vivid Gaming is attempting to build a portfolio that leans heavily into innovation and quality while hoping to carve out a space for itself in a sector marked by ingenuity and fast cadence.

Q: Matthew, thank you for joining us. Vivid Gaming has recently secured a major content alliance with Betsson. That must feel like a real milestone. How do you think you got here?

Thank you for having me. Honestly, it feels like the result of a lot of patient, behind-the-scenes work. Betsson doesn’t add a studio to its roster lightly. If there’s a formula to it, I’d say it’s simply treating every partnership, no matter how small, as if it were the biggest opportunity we had. We focused on delivering, and now it’s up to us to build that trust and let the results speak for themselves.

Q: Being part of the game portfolio of a brand like Betsson is certainly cause for celebration, but does it also worry you that Vivid Gaming's titles could get lost among the thousands of games the brand already carries? What's your formula for standing out?

It’s a fair concern, and I’d be lying if I said it hasn’t crossed my mind. Betsson’s lobbies are huge, and exposure is one of the most valuable resources in this industry. We can’t compete on volume, so our focus is on creating games with a clear identity that players remember. You can see this in games like Ghost Exterminators, Cleopatra’s Enchantment and Mythical Duel, where each game has its own mechanic while keeping a consistent brand and maths style that encourages players to explore the Vivid title.

We also work closely with partners like Betsson, learning from their markets, players and feedback to identify gaps and opportunities where we can give our games that little bit of extra exposure. Those small differences can make a big impact on a game’s chances of success.

Q: You already have a busy release schedule ahead. How does your studio keep up, and do you think a fast release cadence is an important predictor of success in iGaming in 2026 and beyond?

We do have a busy release schedule, but I don’t believe speed for the sake of speed is what drives success. What matters is moving quickly without compromising on quality. Games in the "New Games" category often only get a few days of exposure before being pushed down by the next wave of releases. That’s why we focus on making sure every player who lands on our games gets a great experience from the first spin, giving each title the best chance to stand out and keep performing. We’ve invested heavily in reusable frameworks and internal tools, allowing us to release frequently while maintaining quality. Cadence matters, but it should be the result of good processes, not something we chase at the expense of great games.

Q: How has technology, and AI specifically, shaped decisions and development at the studio level? Do you see AI as a threat to originality and distinctiveness in game design?

AI has changed how we work across the business, from art and design to account management, finance, reporting, and other repetitive tasks. We see it as a tool to make our teams more efficient and give people more time to focus on creative thinking, problem-solving, and decision-making. In art, for example, AI can help speed up production, but the creative vision still has to come from people. The same applies across the business: AI can amplify what we do, but it doesn’t replace human judgement, creativity, or accountability.

Q: What's the key factor that helps Vivid Gaming differentiate itself? Are you building unique, ongoing franchises, or taking a broader approach where each game stands alone as its own event?

Both, honestly, and deliberately so. We’re still a young studio, but we’re building our portfolio with both approaches in mind. When a game’s theme, mechanic, or concept resonates strongly with players and has potential in our current and future markets, we see an opportunity to develop it into a franchise. At the same time, we want to keep creating standalone games that let us explore new ideas. We have a clear resource split in mind between games with franchise potential and those better suited as standalone titles, giving us a balance between building on what works and continuing to innovate.

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