Nostalgia attracts slot enthusiasts, yet appealing mechanics and entertainment retain their interest
Casino Nostalgia: Slot Games Revisited
Step into any commercial casino, and you'll find a variety of slot games that tug at your heartstrings. Whether they're volatile slots with enormous jackpots, time-honored franchises with dedicated fanbases, or visually stunning games that awe with their graphics and sound, slots offer a diverse selection to choose from.
However, among these, there's a distinctive category of games that evoke memories of the past. Nostalgia, whether for The Wizard of Oz, Wheel of Fortune, or other cherished remnants of yesteryears, seems to be the secret ingredient driving the design of these slot games.
"It's all about reminiscence, recapturing good times - whether it's your favorite movie, character, book, or show. Both the visuals and the music play a part in reviving those memories," reveals Brett Colbert, Director of Product Management at Light & Wonder during a conversation with our website. "These games stimulate a part of the brain that longs for familiar experiences."
Personalities (such as Dean Martin and Dolly Parton), game shows (Wheel of Fortune, Press Your Luck), and movies and TV shows (Jumanji, Game of Thrones) are influential factors in these designs.
"Nostalgia has a significant role to play in slot design, often amplifying a game's entertainment value for players," acknowledges IGT VP Global Brand Licensing and Social Casino, Jennifer Fales. But it's not merely slapping a brand onto a game; manufacturers invest extensive research to ensure the third-party brands they incorporate into their portfolio resonate with players and align with the core demographic of slot gamers.
"We carry out comprehensive market research and player testing to establish that the third-party brands we bring into our portfolio will resonate with players and cater to their preferences," explains Fales. "In this process, we oftentimes inquire about the factors driving game affinity, and nostalgia frequently ranks high on that list."
Casino game influencer and content creator, Kelly Koffler, shares a similar perspective. When she first started playing slots, she found herself drawn to games with familiar themes like Deal or No Deal and Sex and the City. Now, however, she's more attracted to games that are fun. As Koffler mentions, "If it's fun, I'm in."
Slots based on movies like Ted and The Mask managed to grab Koffler's attention due to their captivating gameplay. According to Tashina Lazcano, Konami Gaming Director of Marketing & Communications, the most successful games "have some sort of unique and engaging interplay between the IP (Intellectual Property) and game mechanics in a way that players can understand them and make sense of them."
"It's easier said than done," Lazcano admits, highlighting the intricate process of blending the licensable IP with modern slot mechanics. With technical standards, mathematical considerations, and the challenge of communicating this blend concisely to players, it becomes a demanding task.
Konami is releasing a series of slots based on classic TV game shows, including Family Feud, Beat the Clock, and Card Sharks. Lazcano says the company received positive feedback during pre-exhibition meetings prior to last year's Global Gaming Expo in Las Vegas.
"These games allow players to spin giant wheels, answer trivia similar to TV game shows, and race against time. They feature recognizable personalities such as Betty White, and a lot of video footage from these TV game shows, along with popular modern slot bonuses and features like cash on reels, free spins jackpot bonuses, re-spins, and multipliers," Lazcano explains. "We've aimed to appeal to both the nostalgia for the vintage video IP as well as the bonuses and features players enjoy in contemporary slots."
Nostalgia-themed games, however, don't just draw from celebrities and shows, but also from experiences. Fales contends that IGT consults players who are attracted to these games for their nostalgic qualities.
"Nostalgia doesn't always have to be tied to a licensed property," Fales clarifies. "For example, IGT themes like Pinball, Wolf Run, and Cleopatra remain some of the strongest IP in our proprietary portfolio. We continue to update and enhance these brands, but many players suggest they are drawn to these games due to their comfort level and familiarity with the theme."
Colbert insists that while nostalgia might initial interest, it's the game's mechanics that truly matter.
"The math has to be top-notch," Colbert asserts. "There are numerous nostalgia-themed games launched each year that fail to make an impact. It must appeal to players, and it has to align with the gameplay and aesthetics of modern slots."
"Players may seek familiar themes, but they desire the newest games," Colbert adds. "When you can combine the warmth of a theme like The Wizard of Oz with current game mechanics and superior math, that's the sweet spot."
"Nostalgia-themed games, such as those based on classic movies like 'The Wizard of Oz' or popular game shows such as 'Wheel of Fortune', are a significant part of the slot selection at commercial casinos, evoking fond memories and recapturing good times for players."
"Slot manufacturers, like Light & Wonder and IGT, invest extensive research and consider player preferences when incorporating third-party brands into their portfolio. They aim to create slot games that resonate with players by blending nostalgic elements with modern mechanics, ensuring a captivating and memorable experience for players."
