We are thrilled to share an exclusive interview with our Head of Game Product, Brian Hallas, featured in the latest edition of G3 Magazine. In this captivating discussion, Brian delves into the fascinating world of culturally themed betting experiences, revealing the intricate process behind creating games that resonate with a global audience.

Dive into the full interview below to uncover the secrets and insights.

What’s key to creating culturally themed betting experiences that can be enjoyed globally?
First and foremost, I’d very much say it’s about knowing your player base; who are the people playing your content, what are their expectations and where could you go together next?  As a brand and very much like the casino industry itself, Synot was not created yesterday. Our existence has very much evolved in tandem with the universal appeal and cultural relevance of casino games, their mechanics and naturally their symbols too.

It’s for this reason that a significant amount of our games either directly replicate a classic slot machine or prominently feature such symbolism. Our players are those who have progressed from an original land-based fruit machine experience into a myriad of common themes and are today presented with an ever-increasingly diverse selection of games. As reflected in the consistent use of playing card values for low-pay symbols or the wild nature of the Joker, the key is in retaining familiarity with the core casino product while evolving thematically at the same time.


SYNOT Games boasts a range of themed titles that tap into different cultures. Could you detail the type and depth of research that goes into themed titles in the production process? 
It goes without saying that the wider range of themes within our content reflects a common thread amongst providers; to seek out storylines of fortune, adventure, and discovery from every continent – it’s a bit like the era of empires really, isn’t it? To set off on an expedition of sorts, experience the highs and lows, and aim to return with a winning relic of value in hand. It’s no different in the quest to produce a successful game either, whereby the competitive landscape, player preferences and historical research are all aspects of the adventure.

Each and every day new releases to market reflect a growing thematic offering on the market, so we obviously keep an eye on this situation. In the same manner, the social environment of our players must be monitored for new or recurring trends that may have resonance too. Alongside this, there’s performance data and feedback from our partners and players which provide a quantitative and qualitative retrospective. With all these considerations in mind, it’s then time to get the creative juices flowing, develop concepts and ensure that any iterations are always reviewed for cultural appropriateness.

Symbols and icons vary from culture to culture, and can be perceived totally differently among different cultures. What role do slot symbols play in encapsulating culture?
Slot machine symbols are fundamental representations of culture; in coordination with both the math and features that underpin any game, they are key to engaging players. It would be easy to make simple reference to the various Egyptian symbols in games but more interesting is the fascination and relevance of the famed Book of symbol almost always used as a scatter – such as in Book of Secrets.

Originally a collection of spells, hymns and instructions to provide safe passage to the realm of the gods, today it gives passage to the principal bonus round where the zenith of full-screen wins can most commonly be found. It acts as the mysterious pivot between the worlds of base game and free spins, a fundamental point of transition in the player’s experience. It is a clear demonstration of a universally accepted cultural phenomenon that has been adopted into a casino one.

However, this is topic is full of contrasts too. Whereas the number 7 represents fortune in the West, the strikingly close pronunciation of the number 8 to the Chinese word for ‘prosperity’ makes that the ideal digit in the East. Equally, a Western depiction of a dragon will often be fierce and nasty in comparison to the values of strength and protection in an Eastern one. A final example is that of the owl, wise and knowledgeable in Western cultures but often a sign of witchcraft in some parts of Africa and the Caribbean. As previously mentioned, it all depends on who your players are!

As pop culture continues to evolve and technology advances, how do you anticipate slot themes to diversify further?
The crystal ball question but there’s little doubt in my mind that traditional casino culture and symbolism will continue to thrive as an underlying theme. What is likely, is that the influence of personalization, artificial intelligence and new social narratives will have a greater influence both upon the creation and consequent appearance of future games.

We shouldn’t rule out further exploration of content that changes dynamically according to factors such as time, season, occasion or even mood – and naturally this also opens the door to revisit classical themes in completely new ways. At the same time, the current wave of AI creation will be an undeniable eye-opener in the inspiration and market acceptance for a new generation of concepts that surpass what might have been typically imaginable. All this while society hurtles headfirst into a world where everyone is immersed in an alternative digital storyline; a place where you can be anybody and play anything!

This interview was originally published in the July issue of G3 Magazine.