TV series in iGaming: a hit or a cringe scheme?

Classics are great, but you have to admit they can get boring. That’s exactly why game developers are really getting creative and trying to come up with new approaches to keep the audience interested.

We recently wrote an article about how approaches to crash games have changed. Today, we’ll continue that discussion and look at another interesting trend that many have started actively using.

Imagine: Your favorite TV series + slots. It sounds like a brilliant idea that should instantly spark interest in the game. But is that really the case? Read on to find out.

Slots + TV Series: Why Do Providers Choose This Combination?

There is definitely logic to this, since combining two sources of dopamine significantly increases the dose. Plus, it simplifies the providers’ work, because it’s always easier to take a ready-made story that has already gained enough traction than to come up with a new one, which takes a lot of time and effort.

When there’s a popular TV series racking up tens of millions of views, a slot based on it has every chance of capturing the attention of the so-called mainstream audience. People have grown accustomed to classic games, which have even become boring. The same banner blindness has long reigned in iGaming, and the use of popular TV series is the key to easily breaking out of it and, so to speak, shining.

For example, Microgaming launched the Game of Thrones slot after the release of the show’s eighth season, which brought explosive engagement (approximately 46 million viewers). In fact, many operators have already created similar slots based on TV shows: Squid Game, The Walking Dead, and others.

What is the main problem with this approach?

The thing is, this method can indeed generate good conversion rates. But the downside lies precisely in the hype. So, when a new series goes viral or a new season of an already popular show drops, people flock to this content like bees to honey. They catch wind of it—get hooked—see it in their feed—and enjoy the new masterpiece all over again. But sooner or later, everything new burns out the hype wave and blends in with the familiar. 

Then providers have to resort to classics and wait for the next viral drop. 

One more thing to keep in mind: Using viral themes in a game can significantly impact click-through rates. People are curious—they click to see their favorite characters again. But often that’s where it ends, and consequently, high conversion isn’t guaranteed. Visited – looked – left the page – scrolled on. 

In summary

As you can see, no single approach can be entirely bad or good. It all depends on the specific situation and is directly influenced by other principles guiding the slot’s creation. The same applies to TV shows. This story relies on hype, and therefore has no long-term effect. 

But no one is saying that testing isn’t worth it at all, or that you should forget about conversion. Give it a try—maybe you’ll be the one to bring your own idea to life and turn it into a long-term relationship with players, rather than a two-week fling.