The Head of Product & Product Strategy of AvatarUX, a successful provider of online casino games, shared ideas for bold innovations and expectations for the future. According to Hannah Farrugia, the company plans to develop Instaplay, a revolutionary content vertical, and several experimental mechanics.
Brand Philosophy and Unique Style
When creating its first projects, the enterprise drew inspiration from digital trends and video games. Over time, the team studied the audience’s preferences more profoundly and focused on key themes that were most in demand on the market.
One of the latest examples is the release of Silicon Spinners. The plot reveals the history of ascending several technology magnates. There are no specific names in the slot, but the analogies are pretty transparent. The product is based on an iconic patented mechanic, ZapReel.
Assessing the proprietary content library, Ms Farrugia concluded that her company has always strived to create valuable and enjoyable experiences. Over the years, the corporate philosophy has not changed: granting gamblers the most vivid impressions possible remains at the forefront.
Gem of the Entertainment Collection
When choosing the best slot from the studio’s catalogue, the representative singled out the CherryPop title. This online bestseller remains an all-time favourite, combining a relaxing atmosphere with growing gaming anticipation and generous winning opportunities.
According to the supplier’s surveys and statistics, users also consider this amusement solution to be the firm’s best hit.
Ms Farrugia claimed that the slot has gained popularity thanks to:
- a thought-out mathematical model;
- pleasantly nostalgic aesthetics;
- impressive prize potential.
Exclusive PopWins Mechanic and New Experiments
The enterprise’s developers constantly seek fresh ideas. They strive to craft one-of-a-kind products that provide gamblers with an unforgettable experience. This philosophy led to the creation of the PopWins bonus mechanic, which offers enhanced potential for subsequent success.
In 2024, the supplier revealed 2 more exclusive offers: Wild Reel and Loaded Reel. Plans for 2025 include designing and presenting at least 3 unique features.
Instaplay: New Look at User Experiences
Ms Farrugia emphasised that her team loves interesting tendencies and is not afraid of experiments.
Avid gamers themselves, the developers draw ideas from various sources:
- niche media;
- primary market trends;
- popular cultural specifics, etc.
The specialists are incredibly inspired by new formats outside of classic online slots. With this approach in mind, AvatarUX has created Majestic Meow, a unique casual product in the Instaplay format that can capture the attention of a broad audience.
Nuances of Working in Sweden
The jurisdiction has rather strict requirements, so the company focuses on shaping advanced, flexible titles that can be easily adapted to audience demands and regulatory standards. A lot of preparatory work is done before each launch. From concept to debut, it can take 3−12 months, depending on the product’s technical features.
Ms Farrugia noted that her corporation’s goal remains the same: to find the perfect balance between innovation, quality, and timeliness of releases. When faced with legislative restrictions, the experts never give up. They do not see this factor as a reason to stop but rather an incentive to look for even more creative solutions.
Company’s Plans for the Rest of 2025
One of the latest additions to the studio’s portfolio, Big Catch Craze, has become an excellent foundation for further experiments with mechanics and bonuses. The provider also intends to expand its signature PopWins-based series. The Instaplay line is about to be enriched as well: the release of the unique game Toad’s Bounty was scheduled for February 27th. According to the developer, this project has no analogues.
Among AvatarUX’s key growth areas are strengthening its distribution network and searching for partners to debut in new markets. The company is enthusiastically considering a collaboration with another innovation-focused provider, Print Studios.
Ms Farrugia justified the choice by pointing out that both enterprises are known for their exclusive game mechanics. By joining forces, the giants could create something truly exceptional, going beyond the usual algorithms.
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