BGaming's Snoop Dogg Dollars: how it happened

BGaming has built a strong reputation for creating customised gaming experiences that meet the unique needs of each partner. With a portfolio of over 200 exclusive titles, we focus on delivering bespoke content that captures the essence of brands like Stake, Roobet, BitStarz and Gamdom, making each game stand out with its distinct personality.

Building on this expertise, BGaming took a bold step into the world of celebrity-branded slots with Snoop Dogg Dollars. This title represents a clear progression from our custom creations, combining our technical skills and creative vision with the unmistakable influence of Snoop Dogg. The result is a slot game that blends iconic branding with our deep understanding of player preferences, creating something truly unique in the igaming space.

The power of collaboration

At BGaming, we believe that creating branded games should mutually benefit everyone involved – BGaming, the operator and, most importantly, the players. Customising these experiences involves understanding player behaviour, preferences and trends. So, we collaborate with operator partners that provide valuable audience insights, ensuring the game’s design, mechanics and overall experience meet the goals while engaging players.

BGaming’s expertise in custom games was further demonstrated through our longstanding partnership with Roobet online casino. After delivering successful projects like Roobet Gems of Fortune and Roobet Baccarat, we proved our ability to develop branded games that match Roobet’s vision. This strong partnership set the stage for the next logical step: creating a game featuring Snoop Dogg, especially given Roobet’s connection to the music industry icon.

Why Snoop Dogg?

Beyond being a legendary rapper, Snoop Dogg is a cultural icon and entrepreneur with expertise across music, fashion, technology and gaming. His widespread influence and trendsetting nature made him the ideal collaborator for our next-level custom game.

His versatility resonates with us, as we too go beyond just creating games. We craft custom content, collaborate with other brands, design promotional tools and even handle publishing, ensuring we offer a diverse range of experiences, much like Snoop’s multi-faceted career. As Snoop Dogg has been Roobet’s ambassador, we were given the opportunity to develop this game together.

The first attempt: a setback

The journey to BGaming’s first celebrity-branded slot was not without its hurdles. Our first version of the game, despite its potential, did not meet the expectations of our partners. While disappointing, this feedback pushed us to reassess and refine our approach.

At BGaming, challenges fuel our creativity and determination. We didn’t see the initial setback as a failure, but as a stepping-stone to take the project to the next level. We were committed to ensuring that a cultural icon like Snoop Dogg would be represented by a title that truly captured his essence and appeal. This drive to create something extraordinary became the foundation of the project’s eventual success.

Starting over: a new vision for Snoop Dogg Dollars

Determined to create a game worthy of Snoop Dogg’s iconic status, we brought in our esteemed partners from Casinolytics, a data analytics platform, to optimise the game’s design and mechanics. So, the development process became a collaborative effort between Roobet, Snoop Dogg’s team, BGaming and Casinolytics, spanning around six months of intensive iteration.

To ensure the title authentically captured Snoop’s persona, our team dove deep into his world, drawing inspiration from the iconic Doggy Style album, which they listened to constantly during development. The game even incorporates subtle elements from the album such as dog symbols. The team also watched numerous interviews and shows featuring Snoop to better understand his personality and faithfully represent his image in the slot.

Moreover, both Roobet and Snoop Dogg actively participated in refining the title, providing valuable feedback and ideas throughout development. This close involvement helped bring the rapper’s character, from the vibrant vibe to the custom voiceovers he recorded himself. The process was more involved than BGaming’s usual projects, but the end result confirmed the effort was all worthwhile.

Beyond Snoop’s star power, the slot’s gameplay was meticulously designed to captivate users. Inspired by Aztec Clusters’ success, we integrated the Cluster Pays mechanic, which triggers a refill and multiplier progression with five or more matching symbols. The game also introduces dynamic elements like boosters, wilds, destroyers and scatters, ensuring an engaging experience.

Key features include free spins, where scatters transform into sticky wilds or x10 multipliers, as well as the Snoop Spin and Bonus Buy options, which heighten the excitement with guaranteed rewards. With its innovative mechanics and the unmistakable flair of Snoop Dogg, Snoop Dogg Dollars stands out as a true celebration of partnership and creativity.

There’s no ‘I’ in ‘teamwork’

Snoop Dogg Dollars demonstrates that true results come from collaboration, expertise and dedicated effort. It wasn’t a matter of chance; it was the result of strong partnerships, co-creations and our deep experience in delivering custom content. The project’s success reflects the hard work and commitment from everyone involved, proving that the real value comes from persistence and a shared vision. The road to success has its ups and downs, but each challenge made the outcome even more meaningful.

Alexandr Shavel has been product owner at BGaming for four years. With over 10 years of experience in the IT and entertainment sectors, he previously served as a research development executive and commercial director, contributing to groundbreaking VR projects. In his role at BGaming, Shavel leads innovative product development, creating unique gaming experiences for players.