Promoted feature: Differentiation in slots

Virginie Luce, chief marketing officer at iSoftBet, outlines how the supplier is changing the game when launching new content

Iconic entrepreneur and Tesla founder Elon Musk famously said, “You shouldn’t do things differently just because they’re different. They need to be better.” And in the world of casino content, where the volume of games has reached saturation point, and attention for consumer spend is fiercely competitive, his words resonate now more than ever.

iSoftBet has always prided itself on differentiation, creating highly entertaining and compelling content for engaged and diverse gambling audiences, but get ready for a whole lot more in 2021 and beyond.

Aligned with our commitment to always deliver amazing gaming experiences to our valued global customers and their players, in tandem with our values of passion, curiosity and respect, we are about to take our differentiators to the next level.

We have exciting plans to accelerate our marketing strategy and activities over the course of the next 12 months across quarterly integrated campaigns, all of which will engage our audiences in new and exciting ways.

We always strive to go above and beyond and our new campaigns will challenge the status quo, place amazing experiences and entertainment front and centre, and reaffirm our position in the market as a driving force in unique and standout casino games and aggregation.


Moving forward, our content will be fully integrated with our campaigns and values. This has been highlighted with the launch of our 2020 Twisted Tales slots series where our curiosity has led us to release some of the most unique titles and highly innovative mechanics in the industry.

We always present players with experiences to remember, but this time we have flipped the notion of being the hero on its head by enabling audiences to play as villains in each game.

To mark this new chapter, we have put in place a campaign for our biggest launch of 2020 involving every key stakeholder, from brands to press and streamers to voiceover artists, as well as our internal team who have been central to our success.


As we all know, this year has been like no other, so what better way to bring some much-needed positivity to an otherwise turbulent period than by ending 2020 with a bang and an immersive virtual tea party.

We wanted to showcase our passion for what we do by delivering a unique experience and giving invited guests a taste of what’s to come. So, on Wednesday 2 December, a day before the general release of Queen of Wonderland Megaways™, the voice behind the Queen herself will roll out the red carpet to operators and media royalty with a first-of-its-kind event hosted by well-known casino streamer Fruity Slots.

Our guests to the ‘tea party with a twist’ will see their curiosity re-awakened with mystery hampers arriving at their doorsteps filled with goodies that they will be invited to ‘wear’, ‘eat’, ‘drink’ and play as the event unfolds.

The highlight of the launch will be a frantic 10-minute ‘freeplay’ Battle Royale where they will spin with strategy. Whoever emerges victorious will spin a wheel with the chance to win some fantastic prizes.

We are passionate about content, creating games and unique features that resonate with our audiences, enabling them to play highly entertaining titles that contain thrills and spills like no other. So much so, that every Twisted Tale includes a unique mechanic, such as Queen of Wonderland Megaways™ with its industry-first combination of free spins and iSoftBet’s Hold and Win respins mode.


The third key element to differentiation, and the third of our values, is respect.

We respect what our customers and their players want by providing them with the best performing real-money games and experiences, content, features and engagement tools alongside with our full support, integrity and honesty.

We are proud to see our content’s record performance levels this year. Queen of Wonderland Megaways™, for example, has already set a record on its first day of its exclusive release, boasting the highest number of unique players ever for an iSoftBet launch.

There is a ‘sea of sameness’ washing over much of the industry at present, but we are committed to going the extra mile to stand out and achieve great results with our own blend of curiosity, passion and respect and by investing in highly talented individuals. By doing that, we’re certain we will deliver the magical ingredients for both our customers and our own success.

Virginie Luce has 15 years’ experience in marketing internationally. She worked for blue chip tech and lifestyle brands such as Philips, TomTom, Vodafone and Microsoft, where she grew businesses with strategic marketing thinking and running multi-million-dollar advertising campaigns. More recently, as an independent marketing consultant her focus has been to advise C-level executives by leveraging insights and data to drive brand awareness, user engagement and reputation.
Now as a CMO for ISB, Virginie aims to drive marketing excellence and establish a best-practice marketing framework within the industry to provide our partners with innovative and meaningful solutions to their end-customers in a very competitive marketplace.

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