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You have been patiently waiting for this interview to come, so here we are. Daniel King answered our questions, revealed some valuable insights, and was kind enough to shed some light on why Evoplay was successful.
From emotional game flow to cinematic slot experiences, Daniel King is one of the creative minds redefining what modern slots can be. If you feel like Evoplay games have a tendency to be crafter around a storyline, it is because Daniel brings his knowledge in storytelling to the table, with the aim of not only crafting titles that look great but also feel intuitive and engaging.
In the discussion he had with our team, Daniel takes us behind the scenes of Evoplay`s development process, sharing insights into innovation, player psychology, and the future of game mechanics.
Can you share your journey into game development and what ultimately led you to become a Game Producer at Evoplay?
I started in game development with a passion for both design and storytelling. Over time, that evolved into a love for system design and how gameplay can create emotional responses in players. My path led through creative direction and UX roles before settling into production, where I could bring together all these disciplines. I joined Evoplay to help shape the product pipeline – defining game concepts, mechanics, and the behind-the-scenes development process.
How does a slot idea evolve at Evoplay — from concept to release? Who’s involved, and how do you lead that process as a producer?
We begin with a clear strategy: who the game is for and what experience it needs to deliver. From there, I work with designers, mathematicians, and artists to flesh out the concept. Once a concept is approved, we enter production, where I ensure the game stays true to the original vision while also making room for creative ideas that emerge along the way. I lead the creative decision-making, aligning it with the market direction and timeline.
What principles guide your creative decisions — and how do you strike the right balance between classic mechanics and fresh innovation?
Player psychology is at the heart of everything. I look at what emotional journey a feature delivers – anticipation, tension, reward. Familiarity builds trust, so we use proven mechanics, but I always ask: what’s our twist? That might be visual storytelling, pacing, or a bonus structure players haven’t seen before. Innovation doesn’t have to reinvent the wheel – it just has to make the ride more memorable.
What design elements do you focus on to create an engaging first impression and draw players into the experience?
The first spin should sell the fantasy. Visual clarity, strong character design, and smart animation are crucial. But so is the first win – even if it’s small – to show players what’s possible. I push for intuitive UI, clear symbol hierarchies, and immersive music that instantly sets the tone. Players decide quickly whether a game feels “worth it,” and that moment matters.
Beyond first impressions, what keeps players engaged long-term? What features or systems do you find most effective for retention?
Long-term engagement comes from progression and unpredictability. Features like expanding multipliers, persistent symbols, or dynamic bonus rounds give players something to chase beyond big wins. We also use layered reward systems – jackpots, bonus entries, or evolving visuals – to keep the experience feeling alive across sessions.
How do you approach theme selection — is it driven by data, culture, or instinct? And when it comes to narrative, do you prefer building original storylines or would you ever explore branded/licensed content?
It’s a mix. Data points us toward themes that perform, but instinct and creative vision make a theme feel fresh. Cultural relevance is important, too – sometimes, a game lands because it speaks to a trend, not just a category. I personally enjoy crafting original storylines because they let us build a visual identity from scratch, but I’m open to branded content if it elevates the game rather than just relying on recognition.
When choosing to include features like Hold & Win or Bonus Buy, how do you decide what fits — and how do you keep these mechanics fresh?
We consider who the player is. If it’s a casual audience, Hold & Win is a great anchor. For high-volatility players, Bonus Buy gives them control. The key to freshness is layering – introducing hybrid mechanics, symbol upgrades, or map-based systems that evolve across spins. Mechanics are just a tool; it’s how you present and combine them that creates excitement.
Free spins remain a fan favorite. How do you evolve this feature to keep it exciting and relevant across games?
We look at ways to add progression or choice – giving players upgrades, symbol transformations, or paths they unlock as they go. Re-spin triggers, extra spins, and persistent modifiers all help build momentum. Most importantly, we avoid filler spins. Every spin in free spins should feel like it could change everything.
Slot tournaments are rising in popularity. Do you design games with tournaments or leaderboard play in mind? What’s the value in competitive formats?
Yes, and we’ve seen strong player engagement from leaderboard-driven play. The value lies in turning solo gameplay into a shared experience – players aren’t just spinning for themselves. They’re climbing a ladder. We design games with score multipliers or fast-paced bonus cycles to support these events, keeping the action high.
Mobile performance is a key part of slot design. What’s your approach to ensuring gameplay remains immersive across devices — and how do new technologies like AI or real-time personalization fit into Evoplay’s roadmap?
Mobile-first design is a must. We make sure layouts, hit areas, and animations scale perfectly across devices without losing their impact. As for AI and personalization – there’s potential in things like adaptive difficulty, session-based challenges, or dynamically adjusting visuals. It’s early days, but we’re exploring what player-centric design can mean in the slot space.
Finally, what can players and partners expect next from Evoplay? Any sneak peeks you can share?
We’ve got a pipeline of games that lean heavily into visual identity and fun-first gameplay. Expect bold themes, strong character presence, and fresh takes on familiar formats. Without giving too much away – one of our upcoming titles blends a classic bonus structure with a cinematic reveal system and multi-tiered volatility options to improve the player experience. It’s going to surprise people.
This interview was authored by Andrei Stoica, with special thanks to Daniel King for his invaluable contribution to the creation of this piece.
