Should studios develop online slots that appeal to younger audiences?

There has been an intense spotlight shone on gambling-related harm in the last few years. The rise in popularity of loot boxes in games such as FIFA, League of Legends and Overwatch has raised concerns about young people being exposed to gambling. Critics have pointed out that some developers have created online slots that may appeal to young audiences. Some slot sites use them in a bid to attract new customers.

In the early-to-mid 2000s, most of the most popular online slots were based on IP intended for a mature audience. Now, the preference towards using mature IP has faltered and more branded online slot developers are developing games featuring popular characters from pop culture. The most successful developers have amassed enough money and notoriety to licence some of popular films, television shows and video games.

Some of the most popular online slots are branded. They appeal to young people. 32Red had two of their paid-for Google ads for NetEnt slot Jack and the Beanstalk banned by the Advertising Standards Agency in the UK. The Karate Kid, The Goonies and WWE are popular games that appeal for young players. It is possible that they could be found in search results for certain search terms.

The risks of online slots featuring pop culture icons are minimal. The risks come when the advertising is not done independently. Online slot developers should focus on creating games that appeal to a younger audience. iGaming needs innovation to stay competitive. Live casinos are more innovative than traditional online casinos. iGambling is a very competitive industry. It's down to the operators to ensure that the games marketed to their audience are fresh and enjoyable. They should keep the focus of the marketing on the right audience and keep them out of harm’s reach.