Q&A: Director of Product Strategy, George Fil, speaks to Mr Gamble
In an industry where attention spans are short and competition is fierce, staying ahead means staying sharp—especially on mobile. Mr Gamble caught up with our Director of Product Strategy, George Fil, to talk mobile-first game design, balancing creativity with compliance, and how Push Gaming continues to level up across global markets.
Push Gaming has built a reputation for creating innovative and visually striking slots like Jammin' Jars and Razor Shark. Can you share insights into your creative process and what sets your games apart from the competition?
We approach our new games analytically. We like to examine what has performed well and build on that success. It’s hugely satisfying to create exciting new games with innovative mechanics, but we don’t always have to reinvent the wheel.
To ensure our new content doesn’t lose its edge, we make subtle changes to tried and tested features and mechanics. This way, we are offering something new and exciting whilst also retaining all of the core elements that made the game’s predecessor so popular. In terms of design, we give all of our talented creatives free reign to develop a game as they see fit, something that’s worked tremendously so far.
Ultimately, all of our games have a distinct Push Gaming DNA that players have come to recognise. They’ve made it clear they want more, and we’re committed to delivering that.
Mobile-first game design has been a key focus for Push Gaming. How do you ensure an optimal experience across different platforms, and what trends do you foresee in mobile gaming?
Most players opt to play Push Gaming games on their mobile devices, so it’s a no-brainer to approach any new content with a mobile-first mindset. We are trying to be slick and smart with our UI/UX experience, using data to analyse where players click. We’re also mindful to follow trends not just within our own industry, but globally, it’s important to know what people prefer and how they use their apps and mobile devices. We have a great UI/UX team in-house that helps us to develop the very best experience.
Push Gaming has partnered with major platforms and operators globally. How do you maintain brand consistency while adapting to regional market needs and regulations?
Having a talented team across the board is the only way we can maintain such consistency while adapting to regional market needs and regulations. Our success is not just due to the people who develop the games from a technical standpoint; it’s also due to those working in commercial, marketing, and compliance, amongst many other areas! Every market is unique, every partner has different needs, our job is to find a way to offer the best solutions to them while keeping our games fun and exciting.
With a portfolio of over 40 games, how do you balance creating entirely new concepts and maintaining player favourites with sequels or updates?
It’s important that we’re selective over what games we make, we never want to release a new game for the sake of it in the hope that it will succeed on name recognition alone. I firmly believe that’s one surefire way to gain a bad reputation if we’re bringing out content that’s not been thoroughly thought through.
If we see a game that’s performing particularly well, then we’ll come together and discuss how we can build on it and improve it from before. We only want to deliver sequels when they can offer more than the original title.
But sometimes it’s interesting to release a game that doesn't perform particularly well, but still receives a lot of great feedback from within the industry.
How does player feedback shape the development of your games? Can you share an example where feedback significantly influenced the direction of a project?
We’re fortunate to have a lot of fantastic content creators play our games, which, in turn, gives us a unique opportunity to get real-time feedback on everything we put out there. We take both influencer and player feedback into consideration for practically every new game we put out.
With new regulatory challenges emerging globally, especially in Europe and North America, how does Push Gaming stay compliant while still delivering cutting-edge content?
Regulatory changes have, and always will be, a constant challenge for any supplier, the only way we can stay on top of things is by ensuring we have a talented team of compliance experts amongst our ranks who can keep on top of these changes and inform the wider team of the rules and regulations in the markets we operate within. Of course, everyone within the team is well-educated and aware of what’s required of them in terms of building a compliant game, but it’s always good to have a strong team behind you!
Push Gaming recently strengthened its presence in the Danish market with a new partnership. What are your expansion plans for other regulated markets, and which regions are you targeting next?
We are live with a few big partners in Denmark, which very a great market for us, and we are looking to continue growing there.
We were one of the first suppliers to go live in the regulated Brazilian market on the 1st of January, the company did an amazing job to get that over the line. We’ve also just gone live in Bulgaria, and our commercial team is always on the lookout for brand-new markets.
With the iGaming market becoming increasingly saturated, what are some key strategies you use to stand out and attract new players to your games?
There isn’t a single strategy for success, it’s all about ensuring that we keep moving forward in the right direction, evolving our products with each new release.
It would be easy to rest on our laurels and rely on the games that have propelled us to where we are today, but as you say, there are so many new games arriving on a daily basis that we simply can’t rely on that. We attract new players by continuing to be the best at what we do and delivering a variety of content, where each player will find something that they like.
