特许经营的艺术
As the iGaming industry expands and competition intensifies, studios are seeking new ways to stand out in game lobbies and capture consumers’ attention. The result has been a notable trend toward franchise building, a strategy Thunderkick has implemented successfully with popular series such as Esqueleto Explosivo, Midas Golden Touch, and Pink Elephants.
Ahead of the launch of Pink Elephants Trinity, the third instalment in the series, G3 spoke exclusively with Svante Sahlström, Chief Commercial Officer (CCO) of Thunderkick AB to find out how the independent supplier selects titles to evolve, and the importance of balancing familiarity with upgrades.
What constitutes a noteworthy and befitting Thunderkick sequel?
There are numerous factors which influence the decision to turn a single slot into a series. Naturally, performance is the first. It is difficult to justify building around a product that did not resonate with the target audience in the first instance. We analyse the data, including the number of unique players, session length, and volume of returning customers, which provides an indication of whether there is real appetite for more.
We can then dig deeper into individual metrics to gauge the type of player engaging with the slot. For example, a sizeable average wager might indicate the game is attracting high-stakes bonus hunters. This insight can be utilised to shape the sequel, either by doubling down to lean into that target player or by re-balancing the math to broaden the game’s appeal.
However, building a franchise goes beyond just numbers. Sometimes a game generates a passionate cult following even if it is not a top performer on paper. Other times, a unique feature or particularly immersive game environment has potential worth exploring. Being too heavily invested in the commercial data could mean you miss out on the creative spark that can turn a core concept into an iconic franchise.
What is the Pink Elephants brand?
It is a combination of elements that makes Pink Elephants stand out from the crowd, including the distinctive game environment, striking art style and soundtracks, base game excitement, bonus round progression mechanics, and overall win potential, all of which have evolved from the original through to the latest chapter.
The psychedelic atmosphere and spirit animal symbols explore a unique concept in the slot space, while the comic-book style artwork is characteristic of Thunderkick’s creative flair. Players come for the immersive world and stay for the video game-style progression mechanics, where visual cues track progress and tiered modifiers provide a clear route to the game’s win potential. Both the original and sequel delivered strong results, with both well received by operators, affiliates, streamers and casual players, making the third instalment a natural next step.
How do you decide which core mechanics or features must be preserved to keep the “feel” of Pink Elephants, and which ones should be rethought?
It is important with any franchise to find the balance between familiarity and freshness. Change too much and you risk alienating the audience that contributed to the first game’s success. Fail to evolve the concept adequately and those same players are likely to return to the original.
The goal is to give franchise fans a reason to trial the new game, as well as ensure it stands out on its own for those discovering the series for the first time. In Pink Elephants Trinity, that meant keeping this same mystical environment, graphics and audio, as well as the level-up style bonus round, but rethinking how it could evolve. Previously, it was all about collecting elephant orbs to transform paying symbols. This time, gameplay revolves around collecting peanuts and climbing the pyramid to unlock modifiers. Reach the final stage, and a seventh reel is unveiled, and all sticky wilds transform into sticky pink elephants, pushing the potential to its peak.
And, of course, we have continued to raise the stakes. From 8,200x potential in the original to 10,000x in the sequel, and now 14,000x in the third chapter, every instalment feels bolder than the last.
How do you think of narrative, lore, or “universe” in a casino-game format?
We believe these concepts are too often overlooked and underutilised. Consistency is key when exploring any franchise opportunity, with regards to the universe, characters and gameplay narrative. While the Pink Elephants environment shifts from an arid desert to a starry night, and finally, an eerie mountainous backdrop, each iteration is still unmistakably Pink Elephants.
This comes down to the established identity of the titular pink elephant character and the broader psychedelic feel that ties the experience together. A consistent narrative and lore breed familiarity and ultimately drive player acquisition upon launch.
This familiarity can be further reinforced with consistent gameplay narratives. Throughout the Pink Elephants series, the bonus has continued to centre around a collection mechanic, which reduces the initial learning curve and makes progression seamless from one game to the next. These are principles previously reserved for video games, but the world-building logic applies directly to iGaming, and I think it is something we will see a lot more focus on in 2026.
How important are soundscapes in bridging the original with new aesthetics?
The audiovisual aspects of a release are just as important as gameplay in creating a sense of continuity. In Pink Elephants, the soundtracks are almost tribal in nature, and when paired with the vivid, psychedelic art style, they create an ethereal environment that has become synonymous with the brand. Even if the symbols and features were refreshed, the audio ties the whole experience together. Open up the new game with your eyes closed and you can be sure you are in the Pink Elephants universe.
How do you see the IP evolving over time beyond the trilogy of games?
This certainly will not be the last you see of Pink Elephants. So long as there is consumer appetite for the franchise and it is adding value to our operator partners’ lobbies, the franchise will continue to evolve. I cannot reveal too much about what the future holds for the brand, but what I can say is it will retain the signature Pink Elephants vibrancy and impact, while finding fresh ways to surprise the audience.
