Betsoft Gaming: Player feedback has constantly driven innovation


5 Star got together with Jonathan Crook, Team Lead at Betsoft, to discuss what keeps the offering fresh and what’s coming next from the industry stalwart.

Innovation is the Life Blood of a Business

As a business, we have always embraced change to drive differentiation. This means constant innovation in delivering both enhanced and new products and through ensuring our clients are valued and supported in their business.

Many of our casino partners know of our longevity in the industry and why this has stood the test of time. Additionally, we are still growing due to our high standards in client services. Through fulfilling a role more akin to ‘Country Manager’ than client liaison, we ensure our AMs are experts in the industry, multi-lingual and culturally attuned. From client events – such as our Summer Sensation in June – to conferences and expos, we make sure our clients are acknowledged and heard.

Furthermore, because we see ourselves as an extension of our clients’ teams – their success is our success – our innovations are directed by deep research and feedback. This means our product development gives players what they actually want to play. 

Using data driven analysis, we listen to clients and players so we always deliver. This player feedback has driven innovations in personalisation and the use of the Hold & Win feature, alongside crash style social gaming, Mini games and further development of our in-game tools.


Rich slots with immersive themes are key. Award-winning Wilds of Fortune™ and Hot Lucky 7’s™ for example literally bring the game to the palm of players’ hands. This gives the ultimate in centre stage play with a retro fruit slot theme. Through this personalisation, the player is not only immersed but valued. Add in the nostalgia of the old school fruit machine – which was further enhanced through the soundtrack – and no wonder these innovations brought in new players alongside awards and nominations.

Hold & Win Bonus Games

The Hold & Win feature was initially launched with Golden Dragon Inferno™ – which has been a global No 1 slot since release – and has been developed further in successive titles. 

Players are increasingly sophisticated and look for a complete experience in a slot. June release, Pho Sho™, also offers a Free Spins feature. This is rare in a Hold & Win led slot but really builds up the excitement as both features can trigger simultaneously. Plus, the Hold & Win bonus game can be triggered both in the base game and in the Free Spins round for maximum win potential. Phở Sho™ also gives players an above average RTP of 96.20% and a max win of 4,000x.

Wish Granted™ uses the feature to fantastic effect in an Arabian Nights’ theme, along with Nudging Multiplier Wild reels and Stacked Mystery Symbols. Upcoming August release, April Fury and the Chamber of Scarabs™, offers a treasure hunt theme supported by Hold & Win and Free Spins. When we say that Betsoft games are ‘feature rich’, we mean it.

Mini Games and Crash Games 

We launched Mini Games to enable a sportsbook sales crossover for clients looking to further engage their customers with something novel. The optimisation of our Mini Games means they are mobile first, so really quick and easy to access, download and play anywhere.

Crash games have also proved a very popular concept in social gaming for us. Triple Cash or Crash™ has already been nominated for a break-through game concept award. As a straightforward multiplier proposition the rules are easy to understand, but the game gives a level of excitement that players have really bought into through the 100,000x win factor.


Last year we launched player engagement tools Take the Prize™ and Tournament to ramp up gamification, especially in our Promos. Both customisable tools can be applied separately or together and are designed to bring in-game experiences with real-time notifications and instant rewards across a highly inventive UI. These tools have consistently had a positive effect on the success of our network promotions.

Network Promotions 

The visible impact is in the uplift in rounds played and repeat plays we have seen, especially with Golden Dragon Inferno™. This has been our number one performer since release. Giving players reasons to search out Betsoft slots by brand is part of our strategy for building audiences. Clients obviously like this approach and it opens up opportunities for new business development.

Our recent Betsoft Take the Prize™ promo also used both tools but across 50+ slots and with a prize pool of €100,000. With record level operator opt-in we saw over 14M rounds played and active player levels increase by 25%, with bets up by 35%.

The in-game tools allow us a much larger reach with a common goal across partners with network promotions. Additionally, they have also provided the opportunity to run bespoke promotions. Giving greater access to promotions means that not only can Betsoft grow as a business, but our clients can reinforce their own customer relationships whilst simultaneously building new ones. 

What does the future hold?

Innovative products with first class mechanics and amazing designs that actually deliver to players are the lifeblood of the company. They are what Betsoft has always been known for and this will not change. 

Our Q3 Roadmap offers more Hold & Win feature slots including September release Super Golden Dragon Inferno™ – the sequel to Golden Dragon Inferno™. Based on the impact of the first release, we are very excited about the potential response from players and the industry. Q4’s Roadmap will be announced shortly. 

We also have a new promo tool in production so there is a lot ready to be released alongside some great concepts in production. Exciting times all round.