In today’s highly competitive iGaming landscape, standing out from an increasingly crowded field has never been more challenging. Amidst a wave of releases often built around familiar themes and formulas, Wicked Games is taking a different approach: bold concepts, distinctive presentation, and a willingness to push creative boundaries.
Karl von Brockdorff, Head of Brand at Wicked Games, discusses the studio’s creative direction, its approach to originality, and how its games are designed to capture both attention and conversation.
You’ve positioned yourselves as a studio willing to break the mould and be controversial. Can you elaborate on the core values driving this mission?
It’s not about being controversial for the sake of it but about avoiding repetition. Too many games today feel like variations of the same themes we’ve seen for years. At Wicked Games, the focus is on delivering something that feels different, both visually and in how the games play. We aim to create products that players want to talk about.
Sometimes that means a tongue-in-cheek idea that grabs attention; sometimes it means exploring concepts that simply haven’t been done before. But whatever the direction, the goal is to build games that stand out, feel fresh, and get people engaging with them.
Are you catering to market trends you have observed, or is it an instinctual gut feeling that you think your content will resonate?
We’re not interested in chasing trends for the sake of following what everyone else is doing. The priority is always to create games we believe in – products that introduce fresh ideas or take well-known formats and give them a Wicked twist that resonates with players who appreciate originality. Some mechanics exist for a reason – because they work – but simply copying them without adding anything new doesn’t interest us.
Whether it’s something completely original or a reimagined take of a proven formula, the goal is always to deliver games that players want to play, streamers want to stream, and that naturally get people talking. With decades of collective industry experience and plenty of actual players within the team, we have a strong instinct for what will resonate.
Who is the ideal player for your games?
No two players are the same, and we don’t believe in building games with a generic approach. Every Wicked Games release starts with one core question: who are we building this for? From there, we break down the specific audience, playstyle, and experience we want to target, and build the product around that. That’s why it’s very common that a player might gravitate heavily toward one of our games, but not necessarily another, and that’s intentional.
Some players want high volatility with short intensive sessions, while others want more time, with strong progression mechanics. Some players respond to bolder concepts, while others prefer more familiar formats. Ultimately, our ideal player is someone who values individuality in what they play, knowing that across our portfolio, they’ll always find something that hits exactly the note they’re looking for.
Beyond the controversial elements, what is the underlying entertainment value you aim to provide players?
The goal is always to create games that players want to come back to. Strong visuals or bold themes might grab attention initially, but they can’t compensate for weak gameplay, which means the experience under the hood needs to hold up. That’s why we place a lot of focus on getting the balance right, from base game mechanics to feature structure, so that every session feels engaging and rewarding.
Particularly with our signature titles, we also think about how moments within the game translate beyond the individual player, whether that’s through big, shareable events, streamer-friendly features, or sequences players want to capture and circulate. Those “moments” add to the entertainment value and create natural visibility for the games.
At the core, players want to feel like real wins are possible. It’s that combination of solid game foundations paired with standout moments that gives our games both longevity and impact.
Walk us through a typical game idea generation meeting. How do you brainstorm concepts that push boundaries and potentially spark controversy?
The creative process can start from either side. Sometimes, a unique theme or story concept sparks the initial idea – something we feel hasn’t been done before, or that we believe players would immediately talk about. Once we have that creative hook, we then explore which mechanics and features would best bring the experience to life. Other times, it starts the other way around, with a gameplay or math model we’re excited to develop, and then we build around it. At every stage, we’re constantly balancing creativity with playability.
Early in the process, we assess commercial viability, streamer appeal, and how shareable the gameplay moments might be. We also encourage wildcard ideas within the team – even the more unconventional pitches can sometimes evolve into standout products when broken down properly. From there, we prototype quickly. That allows us to stress-test whether a concept holds up once you start playing it, or if adjustments are needed before it moves into full development.
But above all, every idea goes through the same filter: does it feel Wicked? If it doesn’t bring something fresh, we don’t pursue it.
How do you ensure that your controversial elements are integral to the gameplay experience and not just superficial shock value?
There’s no denying that strong, provocative concepts help grab attention and create the initial hook, drive shareability, and fuel word of mouth. That’s a big part of what helps certain games stand out in today’s market. But for us, that’s just the starting point, not the product itself. Once the concept is defined, we put equal focus on the features, mechanics, and balancing to make sure the gameplay holds up.
The features are deliberately designed to complement the theme, creating an experience where everything works together; not just visually, but also in how the game actually plays and feels. In the end, both sides work hand in hand: concept drives attention; strong gameplay drives retention.
What’s the line between being provocative and simply offensive, and how do you navigate that?
At the core, it’s always about humour. Dark humour, satire, wit, and a bit of tongue-in-cheek sarcasm are foundational for us. That’s where the team feels most comfortable creatively. The aim isn’t to offend, but to entertain, challenge conventions, and make people smile – even if it’s sometimes in a slightly uncomfortable way. Of course, shock humour can play a role at times, but it’s never for the sake of being offensive.
Every concept we pursue still needs to serve the product and the player experience. If the humour doesn’t land, or crosses into something that feels forced or unnecessary, we pull it back. Ultimately, we want players to enjoy the ride, share the experience, and talk about the games. At the end of the day, slot games should be fun – and there’s nothing like good humour to help make that happen.
Are you anticipating pushback or negative reactions from the industry or certain segments of the player base?
We fully expect that not everyone will like everything we do, and that’s fine. When you take creative risks, some level of pushback is part of the territory. In fact, if nobody reacts, you’re probably not doing anything interesting. That said, the early response to Wicked Games has been exactly what we hoped for.
Players, streamers, and partners are engaging with the content, and it’s generating conversation, which is the point. The industry doesn’t need another wave of forgettable, safe releases. It needs games that make people talk. At the end of the day, we’re comfortable sitting slightly closer to the edge, because that’s where the fun sits.
Find the original interview published by G3 here.