Thunderkick CCO: Sequels Drive Slot Innovation Forward

Thunderkick is doubling down on sequels and franchises as the primary vehicle for slot innovation, according to Chief Commercial Officer Svante Sahlström, who outlined the studio's strategic direction during the recent ICE conference.

Speaking candidly about industry trends, Sahlström challenged conventional wisdom around innovation while defending the growing prominence of franchise-based slot development across the iGaming sector.

The Innovation Reality Check

Thunderkick's commercial leader offered a stark assessment of current industry innovation levels, drawing comparisons to breakthrough moments like the emergence of crash games. Walking the ICE exhibition floor reinforced his perspective on where genuine advancement is occurring.

"I just walked around the floor here and, to be honest, I don't see that many new things in games themselves, as opposed to when crash games came out, for example, and it was like 'wow, this is new'. I still see a lot of sequels with game number five or six and so on. I think that franchises are still the major trend. This is what we are doing as well."

— Svante Sahlström, Chief Commercial Officer, Thunderkick

The studio is actively pursuing this approach with its upcoming third installment in the Wildos series, building on one of Thunderkick's bestselling properties through enhanced features and expanded gameplay mechanics.

Drawing Cinema Parallels

Sahlström positioned slot franchises within familiar entertainment industry frameworks, particularly drawing parallels to Hollywood's sequel-driven business model. This strategy leverages player psychology around character familiarity and narrative investment.

"It's like in the movie business, for example. If you like the first then you will want to see the second, and so on. You get a lot closer to the characters, you are getting more deeply familiarised and you want to get more out of it."

— Svante Sahlström, Chief Commercial Officer, Thunderkick

The executive emphasized the marketing advantages inherent in franchise development, noting how sequel announcements generate anticipation while reducing promotional barriers compared to entirely new intellectual properties.

Strategic Balance Requirements

Despite embracing the franchise approach, Thunderkick recognizes the critical importance of balancing sequel development with original content creation. Sahlström warned against over-reliance on any single development strategy, particularly as player retention becomes increasingly challenging.

The studio's approach involves careful consideration of when to advance franchise narratives versus introducing standalone titles. This balance extends to timing decisions around sequel releases and knowing when to conclude particular series.

"For us as a B2B supplier, you need to balance that with new titles. You can always do another sequel if you want to, but you can't always go for sequels."

— Svante Sahlström, Chief Commercial Officer, Thunderkick

Narrative Evolution Strategy

Thunderkick's franchise development incorporates evolving narrative elements, exemplified by the 3 Wildos progression. The latest installment draws loose inspiration from classic Western cinema, specifically The Good, the Bad and the Ugly, while developing more personal character relationships compared to earlier entries.

This narrative deepening reflects broader industry trends toward more immersive storytelling, with developers recognizing that character development can drive sustained player engagement across multiple releases. Similar strategic thinking appears in Thunderkick's 3 Wildos teaser, which showcases the evolution from dusty trails to more complex character dynamics.

Knowing When to Pivot

The executive outlined clear metrics for determining franchise viability, focusing on performance indicators and player interest levels. When key performance indicators decline or standard benchmarks aren't met, studios must evaluate whether to continue particular series or explore alternative directions.

However, Sahlström suggested innovative approaches to extend franchise value, including cameo appearances and easter egg implementations that reward loyal players while maintaining series connections in new properties.

Active Development Pipeline

Thunderkick's current franchise strategy encompasses multiple active projects across proven intellectual properties. The studio is developing Midas 3 alongside the Wildos continuation, leveraging successful mechanics while introducing new features.

The Hot Potato success story demonstrates this approach's effectiveness, with the original's popularity driving both a Christmas-themed variant (Hot Turkey) and an upcoming sequel tentatively titled War Potato. This upcoming release will maintain the cluster game mechanics while incorporating additional functionality to distinguish it from predecessors.

Geographic Expansion Plans

Beyond content strategy, Thunderkick is targeting regulated US markets including New Jersey and Michigan. While currently operating social gaming products in these territories, the studio is actively pursuing real-money gaming market entry.

This expansion aligns with broader industry trends toward US market penetration, as European suppliers seek growth opportunities in newly regulated American jurisdictions.

Three Pot Game Innovation

Sahlström revealed Thunderkick's upcoming technical innovation focus: three pot game mechanics. This functionality represents the studio's next major feature development, with Midas positioned as the inaugural three pot release.

Following the Midas implementation, 3 Wildos will introduce this mechanic to the franchise series, with additional titles planned to incorporate the feature across Thunderkick's broader portfolio.

The three pot system represents Thunderkick's answer to evolving player expectations around bonus features and prize structures, potentially setting new industry standards for progressive jackpot mechanics.

Strategic Market Positioning

Thunderkick's franchise-first approach reflects broader industry economics around development costs and player acquisition. By building on established properties, studios can leverage existing player bases while introducing innovations within familiar frameworks.

This strategy proves particularly valuable in competitive markets where new game launches face increasingly crowded promotional landscapes and shorter attention spans from both operators and players.

Industry Implications for Operators

The franchise trend Sahlström identifies carries significant implications for casino operators and platform managers. Sequel-based content offers predictable performance metrics based on predecessor success, enabling more accurate revenue forecasting and marketing budget allocation.

Operators can also leverage franchise recognition in promotional campaigns, building on existing player familiarity rather than investing heavily in new brand education. This approach particularly benefits smaller operators with limited marketing resources.

However, the strategy requires careful portfolio curation to avoid over-saturation while maintaining player interest across franchise releases. Operators must balance sequel content with innovative standalone titles to meet diverse player preferences and maintain competitive differentiation.

According to Thunderkick.