Swintt’s David Mann on the ‘difficult’ task of combining brands and content

Amid the recent launch of Swintt’s Vinnie Jones slot game, company CCO David Mann laid out the basics in finding the right branded content.

The collaboration with Jones comes as the gaming supplier continues to expand into new regions and bolster its global presence, through working with the UK film legend. 

Speaking to SBC Media at ICE London 2022, Mann explained what makes such content successful. He said: “Branded games have a certain appeal. There’s a lot of players who identify with those. There’s a lot of marketing you can put behind branded games and we want to be able to offer operators something a bit different.

“Finding the right brand isn’t easy. Given the nature of working with branded content and the costs, we also want to find something that we think will end up profitable not only for us but also for the branded and licensed ID.”

Highlighting the success of the collaboration between Swintt and Wales’ ex-captain, Mann noted: “We’re the first company to make any branded content using Vinnie. So, we hope to tap into players who enjoy playing branded content, especially using someone like Vinnie.”

He continued: “As a company, we have a mission to be philanthropic – we want to give to good causes, we want to raise money for charity. And part of the proceeds of this game will go to Vinnie’s chosen charity, the Royal Brompton and Harefield Trust.”

Diving into the features that the game boasts, Mann added: “There are four different environments that players can visit. Each one has a unique feature, for example sticky wilds and multiplier wilds.

“It’s just a different way to engage the players and give something unique in each different area, as well as having a nice bonus round where players can get multipliers and a higher number of free spins.”

On top of releasing two more Vinnie-branded games, Swintt is also aiming for a global expansion by the end this year, with Mann explaining: “Having the Vinnie Jones content means that we’re accelerating our UK licence entry.

“We’re about to launch into the Dutch market, which is going to be a major market for us given that we have a lot of games for the land-based market in Holland that we’re bringing online.

“We’re also entering Romania and looking to expand towards North America. We have two more branded Vinnie Jones games. One of them is tying into his time as a footballer, which we’re obviously going to tie in around the time of the World Cup.”

Author: Peter Owens