Phil O’Toole: “There are certain game characteristics that just don’t go out of style”

Lucky Larry’s Lobstermania has captivated land-based and online players for over 20 years. Casino Guru spoke to Phil O’Toole, Director of Content at IGT PlayDigital to explore the enduring legacy of the supplier’s title, uncovering the secrets behind its sustained popularity and what it takes to build a game with longevity.

Q: To what do you attribute the enduring popularity of Lucky Larry’s Lobstermania™ over the past two decades?

Lucky Larry’s Lobstermania came out in 2002, making it one of the earliest games to include bonus offerings. This game sticks with players due to its fun character with lots of personality, recognizable background music from B52s, and interactive pick bonus.

The theme itself is a leading attraction; there’s something culturally specific about the North American east coast theme that feels familiar to a lot of players. We attribute a lot of the game’s success to the theme itself, and we’ve seen it continue to resonate with players for over two decades.

Q: What are the challenges of keeping a game relevant over such a long period of time?

There are certain game characteristics that just don’t go out of style. Lucky Larry’s Lobstermania has unique characteristics such as the art style and Buoy Bonus that helped keep the game relevant, contributing to its enduring success.

Lucky Larry’s Lobstermania has become a marquee IGT brand that players recognize, which gives it enduring relevance and provides us with a runway to introduce new innovations when packaged with a familiar, player-favorite brand.

How has the transition from land-based casinos to online and digital platforms impacted the game’s reach and popularity?

Due to the history and legacy of IGT, we’re able to look at the top-performing land-based games and pick which ones we think will have the most success online. With Lucky Larry’s Lobstermania being a known player-favorite game, and considering the east coast theme and proximity to most regulated gaming markets in North America, we found this game to be a nice fit for conversion from land to online.

There is a firmly established player base that contributed to the game’s success when first launching online, and this helped significantly with the game adoption – not only in North America, but also globally.

Q: Can you walk us through the game’s Buoy Bonus and other unique features? Why are they so popular compared to other features?

The Buoy Bonus is triggered by 3 symbols appearing on reels 1, 2, and 3. The player then has the opportunity to pick one out of the three buoy symbols, which gives the player a bit more interaction and engagement in the game. This Buoy Bonus feature is simple but interactive and helps gives extra meaning to symbols in the game.

This engaging, fun, and suspenseful element when you pick a prize is extremely popular with players. When you watch as he picks the lobster out of the trap, the prize value rolls up and there’s anticipation about what the prize is going to be. The reveal is done in an exciting and engaging way that holds the players attention. With the Buoy Bonus, it’s a matter of simple things executed well.

Q: How does Lucky Larry’s Lobstermania fit into IGT’s broader portfolio of slot games, and what makes it stand out?

We offer a diverse slot portfolio including both omni-channel and online original titles. Lucky Larry’s Lobstermania is part of our omni-channel slot offering, and stands out due to its great math, compelling art package and fun bonus content. . It’s a classic game with an established player base, and many players have been familiar with the game for years.

Q: How does IGT see the future of themed slot games like Lucky Larry’s Lobstermania in the evolving gaming landscape?

We are continually looking to create new player-favorite brands and build on our classic titles so players can have new, fresh versions of their preferred games. This approach ensures a nice blend of all-new content and exciting new versions of legacy games.

Q: Are there any plans for future adaptations or sequels of Lucky Larry's Lobstermania?

We have new Lucky Larry’s Lobstermania titles coming soon, including Lucky Larry’s Lobstermania Tap™ and Lucky Larry’s Lobstermania Mines™, which are both build on the success of Lucky Larry’s Lobstermania.

We’re excited to introduce new innovations on a player classic, combining the theme that players love with new mechanics and styles that we know will resonate with our audience.

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