Behind the Success of Swintt: An Exclusive Interview with Lars Kollind 2024

Thank you for joining us, Lars! First of all, Swintt boasts a diverse range of titles, from classic slots to table games. How does the company choose which game types to develop and how do you approach market research?

While we keep our options open, I’d say that online slots are our #1 priority. These games are always the main focus of our market research and account for the vast majority of the content that we offer to operators, so naturally, we study our data very closely to identify any emerging trends that could be of use to us.

I think where we differ from other studios is that we offer multiple product lines to cater for as wide an audience as possible, so this involves researching market data on a case-by-case basis, rather than taking a one-size-fits-all approach.

Swintt has experienced rapid growth and received several prestigious awards. What key factors do you believe have driven this success? What awards have you received?

I think our wide game offering and our willingness to adapt in individual markets have both been key to Swintt’s success. The recent acquisition of Elysium Studios was driven by the fact that we thought our line-up could be better tailored for the Swedish, UK and Ontario markets, so once we identify a potential weakness, you can see that we move very quickly to rectify it.

In terms of awards, we were proud to be named SBC Rising Star shortly after we launched as this confirmed that we were on the right track and that the industry believed we could become one of its key players. This has since been reinforced by us adding many more titles, including two at this year’s EGR B2B Awards.

How does Swintt approach the development of new games, and what strategies do you use to ensure they appeal to a broad audience?

As mentioned before, a lot of the development decisions we make are rooted in the data that we collect from individual markets and player demographics. We recognised early on that what works in Germany or the Netherlands might not necessarily be as successful in Sweden or the UK, so we’ve tried to provide a range of games that covers as many bases as possible.

On the one hand, you have our Premium releases that cater to a more traditional casino audience. On the other hand, there are Elysium Studios and SwinttSelect slots that boast amazing graphics and innovative features, which might be more enticing for the younger generation of players.

Can you highlight any particular games or features that Swintt is especially proud of, and what sets them apart in the market?

I think our recent Elysium Studios – Driven by Swintt release, Law of Gilgamesh, is a title that we’re all proud of. Boasting a bold design and four unique features, the game stood out due to its Tower Bonus, which uses a mobile-optimised UI that enables players to swipe their screen and spin each section of the tower to unlock big multipliers.

Clearly, we’re not the only ones who thought this addition made the slot a real blockbuster, as it’s also been shortlisted for Game of the Year at the EGR Operator Awards – and that’s a real testament to its originality and innovation.

Could you explain the concept behind SwinttStudios and how it supports the development and distribution of innovative games?

SwinttStudios is a business vertical that we launched in 2022 that enables third-party studios to develop and distribute their product using the existing SwinttPlatform and network. The big advantage of this is that it allows boutique software providers to focus on the themes and designs of their games while Swintt handles the nuts and bolts of things like performance.

Of course, once they’re happy with their product, we also use our extensive list of partners to ensure that it gets out to the broadest audience possible.

With Swintt holding multiple licenses across various jurisdictions, how do you tailor your games to meet different cultural preferences and regulatory requirements?

Regulated markets have always been at the centre of Swintt’s focus and we want to be available in as many of them as possible going forward. Fortunately, we have a great Operations Team who do a truly amazing job of making sure that we have all of the relevant certificates in place and that our games are fully compliant in each market in which we operate.

Our detailed research then allows us to zone in on what themes or features are popular within a specific region, which in turn enables us to enter new markets with a tailored line-up that’s better optimised for players.

What markets are you most excited about expanding into, and how do you plan to navigate the challenges of entering new regions?

Swintt recently went live with our first operator in the UK, so that’s a market that we’re excited about expanding into. We’ve put a lot of effort into analysing the customer base there and believe branded titles featuring “local” icons like Vinnie Jones’s upcoming The Crown Reloaded XtraLock™ could perform well with players.

Beyond that, we’re looking forward to going live in Ontario shortly as that’s a relatively new market that has tonnes of potential – not just in terms of revenue within the province, but also in terms of setting the regulatory blueprint for the rest of Canada in the future.

Responsible gaming is a significant topic in the industry. How does Swintt ensure that its games promote safe and responsible play?

At Swintt, our philosophy is that all casino games should be considered a form of entertainment. First and foremost, we want players to have fun with our products and enjoy them safely and sensibly – and to do that we have to first educate them on what responsible gambling entails.

Of course, we guarantee that our games are fully certified and compliant with all local regulations and rules, but beyond this, we also ensure that our stance on responsible gambling is echoed across all our marketing communications, so we’re very consistent in our approach.

Looking ahead, what upcoming projects or developments at Swintt are you most excited about, and how do you see the future of online gaming evolving?

I’m really looking forward to our upcoming Elysium Studios game, I Hate Fairytales. I love the graphics, I love the soundtrack and the features, so I have high hopes for how it will perform. Our stand at SBC Lisbon this month is going to be completely themed around the release, so I’d encourage anyone who’s interested to stop by stand B250 and see it in action.

In terms of how online gaming is evolving, I think mobile optimisation and having more engaging features will both be key – and the great thing about Elysium Studios slots is that they already tick these two boxes.

Lastly, what is your favourite slot game, and why does it stand out to you?

Anyone who knows me knows that when I win, I like to win big – and if I can have fun while doing so, that’s even better!

For this reason, Aloha Spirit XtraLock™, with its simple yet exciting XtraLockTM feature and maximum win of 200,500x the bet, has always been a big favourite of mine and I can fully understand why it remains one of our most successful releases to date.

That being said, our upcoming slot sequel, The Crown Reloaded XtraLock™, will also feature the rewarding XtraLockTM mechanic, so if the reels are kind to me in that one, there may potentially be a new name at the top of my list.