David Fall Reveals the Secrets Behind ELA Games’ Slots Success

David Fall’s transition from streaming to game development has provided him with a unique edge in the iGaming industry. In this interview, David reveals the secret ingredients that make ELA Games’ slots stand out, shedding light on the blend of creativity, technology, and market awareness that drives their success.

Q: Hi, David. Today, we’d like to explore the process of creating slot games and the team behind all the visual elements. But first, let’s get to know you and your role at ELA Games. How did your career in the iGaming industry begin? What were your initial impressions and feelings about your first job? Did your expectations match reality?

A: I started my journey in iGaming as an Account Manager in 2020. Communicating with clients and closing deals with prospects gave me invaluable experience in my early days, and I would use that knowledge in my later roles as a Business Development Manager and Sales Specialist. Here’s an interesting fact, though: I was actually a slot streamer, too. I believe it sets me apart from my peers and gives me a lot of insight into the industry from a different perspective. I amassed thousands of followers on all social platforms and developed a tight-knit community, which was an amazing experience.

I’ve always been interested in iGaming, so when I first started working in the industry, I was passionate and excited. I actually played some ELA Games titles as a streamer, so it’s surreal now that I’m part of this talented studio.

Q: Why did you choose to work at ELA Games?

A: When you’re a streamer, you try out a LOT of games. I remember coming across an ELA Games title and immediately having a good impression. The graphics, animations, world-building and overall quality were superior to most of the games I played. I remember my audience also always encouraged me to play Plinko because of how easy to understand but exciting it was.

So, when I had the opportunity to apply for the Business Development Manager role, I snapped at it. I’m not going to lie; I was surprised I got it. I knew I had the knowledge and expertise to thrive and help the studio grow, but it’s always a surprise when you land a job you’re looking forward to. I knew the studio was young and buzzing with creativity — that much was evident from its products. After joining, I felt right at home. I’m excited to contribute to a team that creates memorable and striking new games. 

Q: Do you see your work as more creative or technical?

A: A slot game requires an intricate balance between technical reliability and visual creativity. Having awesome visuals is great, but if the gameplay mechanics aren’t great or the bonuses are lacklustre, players will catch on quickly. 

So, I blend my experience from the player and business perspective to help the studio develop memorable games. As a slot streamer, I know what appeals to the player base. As a Business Development Manager, I know what trends and games can bring in the best ROI. Ultimately, I see my work as right in the middle of creative and technical.

Q: How long does it take to create a slot game from idea to implementation, and which team members are involved?

A: Each project is unique. Most of our games require months of planning and preparation before being published. However, there have been flash-in-the-pan moments where we’ve caught onto an amazing idea and begun production as soon as possible. What is constant is our process. We all sit and discuss concepts and ruminate on the ones with the most potential. From there, we flesh out the game’s mechanics, design themes and features.

Our Production Management team coordinates the design, sound, development and mathematics teams. It’s thrilling to watch the talented individuals in each department collaborate to create an enjoyable game. Sometimes, I check in during the creation process and just watch. It’s amazing to watch the teams work. When I was a streamer, I could only imagine how much focus and skill the behind-the-scenes process requires. 

We’re expanding fast and have increased our output to two games per month. This will develop our portfolio and solidify us as one of the leading game developers in the iGaming industry.

Q: Do you use AI in game creation?

A: We use AI strategically to optimize our workflow and processes. Our team utilises the power of AI to minimise time spent on simpler tasks, such as preparing documents, brainstorming ideas, creating rough sketches as references for our art team and generating simple code. This gives the team more brain power and creativity to work on more complex assignments.

We consult with AI experts to ensure we use these models with the necessary security precautions to keep our data safe. Additionally, we use this technology with an understanding that generative AI models are to be used for exactly that — generative purposes, and not final products. 

Q: How long does it take to test a new product after its implementation before it’s released?

A: We’ve developed automated internal processes that are strictly regulated to ensure we publish high-quality products. Generally, this testing cycle lasts one working week. It goes without saying that we play our games nonstop while testing. Once we’re 100% sure everything is to our standards, we’ll present the new game to our audience!

Q: What do you consider the most challenging technical aspect of game creation?

A: I’m not the most knowledgeable about back-end development and mathematics, so I’d have to say those are the most challenging aspects of game creation. I’m glad that we have an extremely talented team of experts in the field. It’s a team game, and the whole studio relies on one another to create games for which our players know ELA Games.

Q: Where do ideas for new slots come from? Are they mainly market-driven or based on innovative concepts? Can you provide a percentage for market-driven vs. innovation-driven ideas?

A: Sometimes, the best ideas come to you when you least expect them. When ELA Games first formed, the team was inspired by old arcade machines, board games and classic games. Many of the games in our portfolio were produced after casual gaming sessions. In fact, the team came up with one of our most popular games, Lucky Dwarfs, after playing a classic board game. We’re always experimenting and looking for ideas. Of course, we always welcome random bursts of inspiration, too!

Q: How do you introduce a new and unknown game to the market? What promotion methods do you use?

A: The iGaming market is competitive, and it’s important for studios like us to continuously innovate, even if that comes with risks. When introducing an unfamiliar game to the public, we try to expand the number and quality of touch points with new audiences by signing strategic partnerships and uploading our games to diverse gaming catalogues. This way, not only can we satisfy our existing players with fresh games, but we can also acquire new customers who are attracted to our high quality.

To accomplish this, we’ve collaborated with numerous partners, such as Avento, ComeOn, First Look Games, Relax Gaming, Slotegrator, Reevo and more to maximize our exposure. We’re always looking to expand more, and will be announcing new partnerships soon!

Q: Do you receive customised orders for slots, including those with copyrights?

A: We’ve received plenty of requests for branded custom games, and although we haven’t begun development on any yet, we’re actively looking into these requests and planning our next steps. The studio hasn’t received any requests for copyright custom slots yet, but we’re more than happy to explore these opportunities should they present themselves to us.

Q: Which games or slots are the most popular among customers?

A: We have quite a bustling portfolio. We recently launched Joker Cashpot, a strikingly unique one-reel slot that requires strategic thinking from the player. This was the standout slot for us at iGB Live! Amsterdam, receiving critical acclaim and attention. However, Cash of Gods and Lucky Dwarfs both saw a surge, with streamers playing those games live in front of large audiences, ultimately doubling traffic. 

But that’s not all! Kraken Bay was nominated at the prestigious SBC Game Developer Awards 2024 in the Slot of the Year category, which was a huge honour for us. One of my favourite games in our portfolio, Bandidos Bang! has been garnering a loyal player base because of its original concept. It’s fast and chaotic while also giving the players a rush of adrenaline during the Rage! feature. 

Q: Do you consider the market highly competitive? What sets your team apart from competitors?

A: Yes, the market is highly competitive right now. The number of games published regularly means that players have an overwhelming amount of titles to choose from. So, we have to differentiate ourselves and strive to be better to stand out. As a smaller studio, we need to constantly innovate and publish high-quality games that attract gamers and put us on the map. Graphically, I would say we’re one of the better developers out there, so the studio hones in on that strength and really pushes the boundaries when it comes to our games’ art and design.