We caught up with Madelein Ozok from Aurum to learn more about their exclusive slot games. We discuss everything bespoke slots, innovation and some exciting future collaborations.
Q&A
Can you give a brief introduction to Aurum?
Aurum Signature Studios specialises in bespoke slot games, exclusive to Microgaming customers. Established in 2019 and headed up by me, Madelein Özok, and a small team of developers and artists, Aurum has delivered 24 slot games since inception. We pride ourselves on the quality of games we deliver, the relationships we have built with operators, and our quick turnaround on delivery.
Why do you focus on bespoke slots?
We know that online casinos and their players benefit from unique and exclusive gaming products that can’t be found anywhere else. There are thousands of games in the market that are available to all operators but we think it’s important to differentiate our games and gain a competitive advantage. Not just for us, but also for our partners.
What’s the biggest difference when it comes to developing bespoke slots vs traditional games?
The biggest difference is the direct collaboration with the operator. All our bespoke games are built in partnership with the operator and all things are considered, including the concept, theme, math engine, target markets and game marketing.
What role do operators play in the development process?
Crucially, the operator chooses the math engine suitable for their customer base. They also help influence the theme, approve the art and audio designs, and prior to testing and certification, have a final overview of the game for approval. Then, and most importantly, a date is agreed to take the game live with planned promotional and marketing campaigns.
When it comes to innovation, where do you focus the most - theme, mechanics, features, etc?
Aurum utilises top-performing math engines in the Microgaming portfolio, such as Immortal Romance™ and Mega Moolah, so we focus on the themes and “upgrading” some of these engines with added features and mechanics. A good example would be a game we recently launched with Betsson Group called Joker Mega Moolah, updating many of the features and mechanics of the engine.
Do your slots offer anything unique to players?
The fact that the game is exclusive at the player’s favourite online casino already makes it a unique experience. Often, the games are themed with something players can associate with. A good example of this would be a game we made for Danske Spil named Danish Vikinger. Danish players in particular can resonate with the game, as the theme portrays four well-known kings in Denmark’s history.
Why should players play bespoke slots - is the experience better? And Why?
As mentioned, often the theme is close to a player’s heart and we spend a lot of time and research ensuring a great player experience that resonates within that theme. Over and above that, operators often tie in promotions with bespoke games that gives the player a better overall experience.
What can we expect from Aurum for the rest of the year?
We have 20 games planned for 2021 and although I cannot divulge the names of those titles just yet, I can say that we are collaborating with a range of top operators on games.
We also deliver branded or seasonal global games for Microgaming, so players can look forward to “Burlesque by Dita” going live end of July 2021, a Halloween-themed game in October and a Christmas-themed game to round off the year.
