AffPapa recently interviewed Ville Saari, Bojoko’s Lead Content Manager, to understand what’s driving Slingo’s extraordinary rise in popularity and how the industry should respond.
Yeva: Slingo has grown massively in popularity. What’s behind the surge of interest?
Slingo has this perfect combination of familiarity and novelty. It takes two games players already know and love—slots and bingo—and blends them into something fresh and engaging. The gameplay is simple enough to attract casual players, but it also offers layers of strategy and decision-making that keep things interesting for more experienced players.
Slingo comes in so many themed versions, from classic formats to tie-ins with TV shows or popular slots, so there’s something for everyone. This variety keeps players coming back, as they’re always curious to see what’s next.
Yeva: To what extent is Slingo reshaping the gaming landscape?
It’s definitely making waves and fits into a trend where games that are not part of the traditional casino offering are breaking through. We’ve seen this with Crash Games, which were first popular at crypto casinos but have now expanded to safe UKGC-licensed casinos as well, and we’ve seen it with Plinko.
The number of categories that matter to British casino players is expanding, and of these new categories, or genres, if you will, Slingo is at the top. This has an impact on how casinos present their game lobbies, as you need to have a Slingo category, full stop, but it also influences acquisitions.
Yeva: Do you have any insight into the degree to which Slingo influences acquisitions?
Based on our data, the number of Brits looking for casinos with great Slingo selections is in the thousands—approximately 5,000 or so per month. These are players looking to sign up and play Slingo, possibly with you.
For affiliates like us, that means ensuring that we have a page dedicated to helping players find Slingo casino sites, assessing which are the best, and making sure our information is up to date. There are many popular games, and we have similar pages for all of them. It takes resources, though it is very much worth it. The same goes for the casinos that adapt to the Slingo trend and get listed on pages like ours.
I think operators who do not jump on the trend stand at risk of becoming less relevant to quite a few of their existing players while also losing new FTDs. However, this is mostly an opportunity, as Slingo is building excitement and interest.
Yeva: Games like Plinko and Crash are also growing in popularity. What’s driving their appeal?
Plinko and Crash tap into the same desire for simplicity and excitement. Plinko offers a satisfying mix of randomness and suspense—you drop the ball and watch it bounce, creating a sense of anticipation that’s hard to beat. It’s straightforward yet incredibly engaging.
Crash games, on the other hand, appeal to players who love risk and strategy. Watching the multiplier climb higher, deciding when to cash out, and trying to outsmart the system—it’s a completely different kind of thrill from traditional games.
Both Plinko and Crash are great examples of how the gaming landscape is shifting. Players are looking for quick, exciting experiences that are easy to pick up but still deliver a rush. These games are meeting that demand in a way that traditional formats can’t always match.
Yeva: Do you think the industry is prepared for this shift?
They need to be, and many are. The industry is starting to adapt, but there’s definitely room for improvement. Traditional games like slots and roulette still dominate most casinos, and some operators are slow to embrace these newer formats.
What the industry needs to understand is that player preferences are evolving. Games like Slingo, Plinko, and Crash aren’t just trends—they’re a reflection of how players want to engage with casinos now. Operators who fail to innovate risk losing out, especially as younger, tech-savvy players enter the market.
Yeva: Does the increase in popularity of these games mean that traditional games are losing their footing?
Not really. The shift isn’t about replacing traditional games. It’s about diversification. There will always be a place for slots and blackjack, but adding innovative games to the mix ensures that operators can cater to a broader range of tastes. There is also a fantastic byproduct, namely that there are more alternatives to bonus offers, like no-deposit bonuses, to attract players, as you can convert players looking for specific games.
There will be changes in the share of players playing each game genre, of course, but I am still in the mindset that this is an expansion.
Yeva: How can operators best capitalize on the popularity of these new formats?
First and foremost, they need to make these games visible. Players can’t try something new if they don’t know it’s there. Highlighting Slingo or Crash games on the homepage, running tournaments, or offering free spins or demo versions are great ways to drive interest.
Secondly, don’t just see them as something new. These games are already immensely popular. You need to capitalize on their existing audience.
Finally, operators need to work with trusted affiliates like Bojoko.com. We help players discover the best new games and connect them with casinos that offer them. By partnering with affiliates, operators can reach a highly targeted audience of players who are actively looking for something fresh and exciting.
Do you think there will be even more new genres of casino games becoming hugely popular in the near future?
Impossible to say. Players are clearly hungry for new experiences, and developers are stepping up to meet that demand, but new genres do not just pop out of thin air. Crash games have been around for a really long time, just not in the UK. Slingo and Plinko also gave us a very clear warning and took the time to expand their reach.
We’ll definitely see more innovation, but a lot of it will likely not catch on. I think we will also see a much larger investment into the three genres we’ve been discussing today, broadening them up the way we have seen with slots. That means different variations, sub-genres, more gamification, and probably even more crossover between casino gaming and other forms of entertainment.
It’s an exciting time for the industry, and those who stay on top of industry trends and what the players want will thrive.
Company: Bojoko
Interviewee: Ville Saari
Date: 12.12.2024
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