Free Slots
We are excited to add one more chapter to our series of exclusive interviews. “It’s about getting the whole package right – math, sound, gameplay and graphics,” said Vlad Matei in our most recent exclusive interview when asked what truly makes a slot stand out. In a fast-moving iGaming landscape packed with new studios and fresh ideas, we could not agree more.
It takes more than flashy graphics or catchy themes-it takes vision, experience, and a deep understanding of what players truly want. That’s exactly what Vlad, co-founder of Wishbone Games, with a background in industry giants like Novomatic and Reel Kingdom, plans to do.
In this interview, we dive deep into the journey behind Wishbone Games, a studio where iGaming masters reshape the industry. Let it be innovation!
Vlad, thank you for joining us! To start, can you tell us a bit about your journey in the iGaming industry? What sparked the idea for Wishbone Games, and what is your role in shaping its vision?
Thanks for having me! I started out in the iGaming industry after graduating from the University of South Wales. My first role was as a software developer at Novomatic, where I stayed for two years before moving to Reel Kingdom as a Technical Director for another two and a half years. Around that time, I teamed up with my best friend, Olaf, to start Wishbone Games – and here we are, three years later! As co-founder, I’m deeply involved in shaping the vision and direction of the studio, with a particular focus on tech and design.
Wishbone Games is a relatively young studio, but your team brings a wealth of industry experience. How have your previous experiences influence the way you approach game development?
Wishbone Games is based in Cardiff, UK, and most of our team has experience in the UK market whether land-based or online. That background really helps us. For example, when we design game assets, we run them past team members who’ve worked closely with UK regulators to ensure compliance. Everyone brings a specific area of expertise to the table, and we draw on that constantly during development.
Wishbone Games has roots in land-based casino gaming before transitioning to online slots. How did that hands-on experience influence your slot designs today?
Working on land-based games taught us the fundamentals like keeping the reel set in focus and ensuring symbols are crisp while spinning. But we’ve also learned that some land-based practices don’t translate well online. So, we’ve deliberately moved away from those conventions to better suit online players and their expectations.
Slots are a unique blend of art and science. How does your team balance the creative aspects like storytelling with the technical side when designing a game?
We like to keep it real – we’re making slots, not video games! (joking, but kind of true). Right now, our focus is on nailing characters and mechanics. That said, we do plan to bring deeper stories into our games in the future.
Are there any emerging technologies—AI, blockchain, VR—that you think could have a significant impact on slot development? How is Wishbone Games taking advantage of this technological innovation?
We’re already using AI to streamline parts of our workflow, mostly for what we call “braindead” stuff, like writing emails or filling out forms. But when it comes to creativity and game maths, it’s still very much human-led. That said, we’re always exploring new tech to see how it can enhance what we do.
What do you think makes a slot game truly stand out and keep players coming back? Are there any specific design principles or features you prioritise to enhance engagement?
It’s about getting the whole package right – math, sound, gameplay and graphics. Timing and context also play a big part. For example, during COVID land-based players moved online and that shifted what kind of games worked best. There’s no formula for back-to-back blockbusters; it’s about delivering the right game at the right moment. Our Kingfisher series is a great example of a flagship line we continue to build on.
When developing a new game, what’s your starting point — the theme, the mechanics, or the math model? Can you walk us through the development process?
We don’t follow a set formula. Some ideas start with a character, like Ammit, which was inspired by a cool dark concept one of our designers created. Others start with a mechanic, like Sweet Beast, or even just a name, like Kingfisher. We usually brainstorm as a full studio (we’re all keen gamers/players) and discuss what’s missing from our portfolio or what we’d love to play ourselves. Math is done early on, tested, and tweaked throughout. Graphics go through lots of feedback loops. We test games with the team, friends, and family to gather feedback from all types of players.
Wishbone Games joined the RNG Foundry accelerator early on. What was that experience like, and how did it help shape the company’s direction?
RNG Foundry was crucial for us. They helped us understand how to run a studio, connected us with their platform network, and gave us insight into what works and what doesn’t. We were first-timers in terms of running a studio, so their guidance helped shape our foundation.
With so many slot providers in the market, what do you think sets Wishbone Games apart? What’s the signature touch that makes a game feel uniquely ‘Wishbone’?
We design for long-term player retention. We don’t just release a game and move on – we track performance data long after launch and learn from everything, whether the game was a hit or not. As a newer studio, data and experience is important to us.
What trends in player behaviour and slot mechanics are you watching closely? How do you see the industry evolving in the next few years?
The “Age of Social Media Mentality” is real, players want fast, engaging experiences with constant on-screen action. Patience for high volatility games is decreasing. On a broader level, I think new regulated markets will start to shape game mechanics and themes. We’re already seeing that shift happen.
How does player or operator feedback influence your game development? Can you share an example where feedback led to a meaningful change or improvement in a game?
Feedback plays a huge role in our process at Wishbone Games. Our games are tested by friends, family, and operators. We’ve made big changes based on what we hear – from names and bonus features to UI and paytables. Operators often give visual feedback – on symbols, colours and themes – while players focus more on playability and timing. Since many of us are players ourselves, we all contribute to improving the final product.
Exclusive casino bonuses and promotional features play a role in game success. How do you see their impact on player engagement? Are there any particular bonus mechanics you find most effective?
They’re a major driver. Free spins and deposit bonuses can boost visibility, often landing the game on its own promotional page. That added exposure is massive. We don’t always get visibility in every promo across all brands, but we know it makes a big difference.
Your latest releases, like Ammit ™ and Kingfisher ™ series, have introduced compelling themes and mechanics. Can you give us any hints into upcoming games or features you’re excited about? What should players be looking forward to from Wishbone?
We’ve got some exciting stuff lined up. This summer, we’re launching a high volatility game with a 25,000x max win – our biggest yet, since most of our games are in the 6000x range. We’re also working on LatAm content and developing a new and innovative concept, but I can’t reveal too much just yet. Keep an eye out for that one later this summer!
As we finish up, is there anything we haven’t covered that you’d like to mention? Any final thoughts for our readers or the gaming community?
Just a big thank you to everyone who has played our games and supported us so far. We’re committed to improving and bringing even more great titles your way—so stay tuned!
This interview was authored by Andrei Stoica, with special thanks to Vlad Matei for his invaluable contribution to the creation of this piece.
