New week new interview from TheGamblest featuring Jo Purvis, the Director of Marketing, PR & Events at Blueprint Gaming Ltd.
In this interview, Jo will delve into the company’s history, the recent milestones achieved in the market and what distinguishes it from the competitors. She will also share the vision for Blueprint Gaming’s path in terms of marketing and relationships for this year, as well as talk about the recent products and services.
TheGamblest: Blueprint Gaming is emerging as one of the leading companies in the iGaming sector. Jo, could you share some of the recent milestones achieved by the company in the market and offer insights into its current standing within the industry?
Jo: June has been a standout month for us in 2024 with the introduction of Rapid Fire Jackpots™ (RFJ), one of the biggest shifts we’ve seen in the jackpot game space in years. As many will know, we have a long-established heritage in this area with the industry-renowned Jackpot King progressive system, but we felt there was room for a system that offered smaller, more frequent pots.
RFJ features five progressive pots ranging from £200 to £7,500, along with four mixed pots, all of which will be dropping frequently. Our innovative move allows us to cater for the ever-changing demand of players, something that is vital for leading suppliers in the market. We know how successful Jackpot King is and how strong it continues to be for us, but RFJ acting as a separate entity allows us to operate functionally, treating players as individuals and meeting their evolving preferences.
This way of thinking has been instrumental in us being associated with the UK’s leading slot provider. Upon the launch of RFJ within our highly anticipated King Kong Cash DJPrime8, the mechanic will be available in the UK, protecting our core market, but also in the Sweden and Netherlands, reiterating our stance of never resting on our laurels and continuing to look forward. Expanding our presence across Europe and globally remains a high priority.
TheGamblest: Additionally, would you be able to outline your vision for Blueprint Gaming’s path in terms of marketing and relationships in 2024?
Jo: We have just recently introduced a new function at Blueprint called Marketing Intelligence that we are very excited about and have high hopes for. Our Alex Naspe will take advantage of his wealth of experience in marketing to head the project as we look to optimise our relationships with leading operators in the industry. Creating and suggesting bespoke initiatives, efficiencies and collaborations that align with operators’ unique approaches are just a few ways we will work to strengthen ties and their branding goals, whilst continuing to develop our image as one of the leading players in the UK and across Europe.
TheGamblest: How does the introduction of Rapid Fire Jackpots impact player engagement and excitement within your gaming platform?
Jo: Significantly. You have your jackpot players and your non-jackpot players and among the latter, some believe that a major win on Jackpot King may be out of reach. RFJ counters that by delivering regular drops that will directly address that engagement. As a player, if you’re seeing three of the five progressives dropping multiple times every hour, it’s going to feel very achievable and you’ll probably stay with the hope of hitting it yourself. Comparing RFJ to Jackpot King, players are approximately ten times more likely to drop jackpot, albeit much smaller than those enjoyed on Jackpot King.
So, while this is all currently conjecture as we haven’t launched our research yet, development and preparation all point to this being the case and we’re confident the performance will match our expectations. Especially with the mechanic being introduced via an influx of highly anticipated titles incorporating world-renowned, major IPs, such as King Kong Cash DJPrime8, The Goonies Deluxe and Rick & Morty Strikes Back.
TheGamblest: Can you provide insights into the anticipation surrounding the release of The Flintstones™ as a licensed game, and how it fits into your overall strategy for attracting players?
Jo: We’re delighted that both The Flintstones™ and ted™ Afterparty are now live and look forward to our player base enjoying their immersive gameplay, innovative mechanics and familiar characters from their associated film and TV beginnings. Working with famous brands creates different challenges but Blueprint has a well-earned reputation for handling treasured IPs with great care and attention to detail.
There are so many popular brands out there that many would think are the perfect fit for a slot, but the process is incredibly nuanced and only a few make the cut. We have ensured that players will be able to utilise The Flintstones™ exciting Cash Collect feature and lavish bonus rounds, whilst embracing the alluring cash feature on ted™ Afterparty. We ensure all licenced games developed adhere strictly to our renowned style of gameplay, which has led to us growing such an established player base, and we are in no doubt our latest double release will add to our proven success of transforming cinema and TV into engaging slot brands.
TheGamblest: Could you elaborate on how you’re leveraging your popular game families to expand your product portfolio, and what new experiences players can expect?
Jo: Reacting to player preferences from earlier titles in our popular game families has been crucial in securing longevity. Advanced graphics, engaging gameplay and frequent opportunities for wins are a must and we have ensured our series has offered this year on year. The titles within the Fishin’ Frenzy series are hardly the most complex but their simplicity and clever design have paved the way for success. The colourful ocean hues and audio effects of spinning reels were quite the departure from other genres available at the time and it was a breath of fresh air for many. Since then, our success has boiled down to keeping that formula of key characteristics but introducing new features such as The Big Catch.
A quality, well-loved brand can capture the imagination of players well beyond its launch and this is the same approach we take to all series at Blueprint. We love brands that we work with and every individual game is a labour of love. The longevity of the relationships we enjoy with IP owners is underpinned by our talent in matching their brand to the right mechanics – it would never be enough simply to take an existing game and attach a brand on top of it, our success is built on strategically developing games using our decades of industry experience and this will be seen throughout our latest release, ted™ Afterparty. A title heightened by its innovative cash feature, cash-filled bonus games and familiar well-loved graphics and audio, all contributing to an all-encompassing gaming experience.
TheGamblest: What strategies are you implementing to strengthen your presence in global markets like Canada, Italy and the Netherlands, and how do you adapt your offerings to suit diverse cultural preferences?
Jo: A strong game can work across multiple markets which is the goal for every supplier, but it is still imperative to analyse each consumer area based on their demographics and adjust titles in respective regions accordingly. Meticulous research is carried out by our product and development teams to identify which games will resonate with an audience, which mechanics they particularly engage with and which major IPs are relatable.
With slots in Italy accounting for roughly 60% of the overall online casino market, there’s a lot of potential for suppliers who can get their offering just right. Blueprint has received approval for around 150 of its 300-plus game catalogue in the Italian market who continue to enjoy our Megaways™ games and Jackpot King-connected titles.
With regards to Ontario, we were one of several suppliers that recognised the potential of the market when it first opened for business in 2022 and acted promptly. Initially, over 50 of Blueprint’s highly engaging games such as The Goonies™ and ted™ announced our arrival, whilst there was also an adaption of the studio’s well-known branded Deal or No Deal™ games, based on Canada’s equivalent show Le Banquier. Our industry-changing RFJ mechanic has also been designed with the specific requirements and liquidity of the various provinces within Canada.
Strengthening both our European and worldwide presence remains an ongoing mission, and our reactive approach to ever-changing player trends will ensure we continue to grow our branded image globally.
TheGamblest: How do you maintain enduring partnerships effectively, and could you highlight some of the latest collaborations your company has initiated within the industry?
Jo: Ultimately, maintaining strong relationships with all associated partners is business as usual at Blueprint. Many of our operator colleagues have been with us since day one and their support has been unwavering – it is imperative to continue returning the favour. Listening attentively to our operators to understand what works for them, what doesn’t, and what they would like to see more of, allows us to ensure our leading gaming portfolio continues to resonate with players across the UK and Europe. Nurturing relationships with our partners is equally as important as continuing to develop industry-leading slots.
TheGamblest: In conclusion, we’re confident that our audience would be interested to learn, having such a big experience in iGaming, who are the most influential figures in the iGaming industry in the eyes of Jo Purvis.
Jo: It’s difficult for me to single out specific industry players as we have genuinely had such progressive relationships with all clients we have worked with over the years. Operating on the same wavelength allows requirements from either side to be met effortlessly, leading to a tailored product for each individual partner. Quite often, those we have worked with move around the industry which is advantageous as they take the positives with them from working with Blueprint, allowing us to continue expanding our extensive operator base. Despite being a small team compared to other developers in the industry, we provide a bespoke and personal service which lasts. At Blueprint it’s really about the people we employ, and the results are telling.
