Latest News
“My vision was to create a game that can deliver excitement and anticipation with every spin” – Exclusive interview with Toby Woolhouse, PO at Push Gaming
Reading Time: 5 minutes
Push Gaming has made a name for itself as a supplier that always looks to deliver on quality over quantity. In one of our latest exclusive interviews, we sat down with Push Gaming’s youngest PO to talk through his vision for their latest slot, Wheel of Wonders, as well as how we should expect player preferences to evolve this year when it comes to entertainment.
Wheel of Wonders marks the final slot released by Push Gaming in 2020, what made this title your favourite?
As one of the younger POs on the team, I’m very much drawn to providing a gaming experience that can really offer something different. As a passionate gamer, I’ve always been into Ways and the Cascading style of games, so I really wanted to deliver something that matched the same aesthetics, but also offered a real twist with something fresh and exciting.
The mathematics behind the game also provide something entirely new, especially when it comes to balancing the gameplay. My vision was to create a game that can deliver excitement and anticipation with every spin. As a result, Wheel of Wonders is absolutely crammed with exciting features that ensures that every single part of the game can bring in massive wins of over 1000x! But more importantly, anything can happen along the way, which is what makes the game hugely unpredictable and fun. For me, Wheel of Wonders is a truly entertainment-first product. Every feature is there to engage the player, rather than the usual mode of waiting for free spins to trigger.
Can you tell us a bit about the inspiration behind the game’s features?
Features were a massive part of the thought process behind Wheel of Wonders, and we wanted to develop something that would really stand the test of time. I’ve used a lot of the cascading influences from our games – and rather than your usual 5×3 slot, it instead dynamically expands through each spin, bringing layers ever-changing win possibilities for each spin to really keep things interesting.
To a certain extent it’s a relatively new concept, but it’s something I really think players will buy into given what we’ve seen from games with similar ideas. Elk’s Gold series has plenty of shared characteristics, as well as Cygnus – which makes me confident that players will really enjoy the hugely changeable gameplay as the fundamentals of the game continue to shift throughout.
Last but not least, for the theme, we wanted to do something that centred around the best of the ancient middle east. Mesopotamia, Babylon, Assyria – we were influenced by them all. Our team put in some serious research into the music and sounds to ensure we could really bring together a disparate set of cultures, and I’m absolutely delighted by the result.
Are there any particular features that you wanted to incorporate that would particularly resonate with current player preferences?
I’m very excited about Wheel of Wonders’ variable reel set because it provides the player with a fantastic level of additional engagement. Games with progressive elements such as these are proving particularly popular right now, and I believe the inclusion of gamified features is something that is resonating very strongly with players.
Whether that’s randomised sequences that evolve as the game continues, or the expansive selection of completely new combinations of elements, there was a gameplay flow that we wanted to capture, and expanding reels proved to be a great option for doing that.
We took the slot through plenty of rigorous tests and we actually refocussed the game on this mechanic during the creation process. We saw what would make the game even more exciting and we incorporated it into the development, which really allowed us to elevate the parts that were entertaining. For me, the key learning is that we didn’t start out looking to tap into a fundamental formula, but rather evolving the title as we created it to come out with a game we were really happy with, and ready to share with our players.
Can you give us some insight into some of the standout moments players can expect in Wheel of Wonders?
For me, there’s two things players should look for. The first, and this is the same as any top-quality cascading game; a really fantastic element of unpredictability that will keep you engaged throughout each stage.
The second, and it’s something I’m really excited about, is the Base Game wheels – you can effectively work out the prizes you want to see. Because of how variable the game is, and the raft of different prizes and multipliers that come with it, there’s just so many ways you can move advance through the slot and begin to really understand what will be the most valuable on the reel at any moment. I think this type of entertainment will really keep players hanging on to their seats, and we’ve had some really great feedback since its launch.
When it comes to development, is there a signature style at Push Gaming and one that players can recognise across your catalogue?
On one hand, we put a lot of stock into the elements that go into the gameplay experience, as we want to make sure it emotionally satisfies the moment that comes with the pay-out.
When we’re making a game, the Push team is always looking to be as flexible as possible during the development process to find ways we can make our games deliver that little bit extra. We’re always ready to leverage that during production, and we do everything we can to ensure our games can deliver something that is truly fun to play. Key here is to make sure that our games can still be broadcast years later as a flagship for the brand. Jammin’ Jars, Fat Rabbit and Razor Shark are great examples of this from our catalogue, and I’m proud to be part of a brand that really pulls all the stops out to make sure we deliver a premium level of gameplay.
How do you think player preferences towards slots have changed this year?
There are a few conflicting schools of thought here. For me, two things are really popping off right now. I’m a big believer in ‘in your face potential’ when it comes to the gaming experience, and I think super-clear, big numbers, exciting gameplay and a clear understanding of the mechanics are what’s needed right now. Easy-to-understand gamified elements are really taking off too, such as progressive jackpots and the like, and players are really buying into it.
Games crammed with plenty of different mechanics and a wealth of symbols to choose from can create massive wins – which is the holy grail for many, but with it comes plenty of challenges for design and mathematics. From what I’ve seen over the last few years, there’s a strong risk that players may find too many instructions as a barrier to engagement, but I also think that’s really opened the door for a massive variation of elements that players can connect with.
Players always look for new experiences and shifting preferences are starting to open the door for mechanic-driven titles, as well as feature-rich slots that offer multiple additional levels of gameplay. As a PO, I’m going to be very happy if that is the case, because it opens the door for us to get even more creative with our content.
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: “My vision was to create a game that can deliver excitement and anticipation with every spin” – Exclusive interview with Toby Woolhouse, PO at Push Gaming
Latest News
LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential
New research from LoopMe, the global leader in brand performance, reveals that consumers are twice as likely to use GenAI for search (x2 in the US and x2.2 in the UK), while it’s nearly three times in Australia (x2.7).
As AI redefines online behaviour, and the enormous implications this has for brand visibility and advertising, the solution may lie in mobile gaming. While the adoption of AI tools is leading to a decline in clicks and associated site traffic, the story is different in gaming. This channel is on the rise, offering a scale that encompasses all demographics, alongside engaged and receptive audiences.
LoopMe surveyed 66,819 consumers across Australia, the United Kingdom, and the United States to gauge GenAI usage. The data shows the majority are now using these tools daily or at least several times a week (US: 56%, UK: 55%, Australia: 57%). For those using tools daily, similar patterns emerge, with approximately three in ten adopters falling into this group (Australia: 27%, UK: 29%, US: 30%).
Nearly one-fifth of GenAI users across all three markets report spending less time browsing the web because of AI tools (US: 19%, UK: 20%, and Australia: 22%). Even among infrequent GenAI users, there’s a move away from traditional search, resulting in web browsing falling by 19%-50% across the markets. This shift isn’t limited to specific demographics but plays out across all age groups, indicating a move towards embracing AI and a corresponding reduction in browsing time to varying degrees.
Nearly a third of users (28% in the US and 30% in Australia and the UK) across all three countries cite ‘getting answers faster’ as the number one benefit of GenAI. This reduction in browsing time online is freeing them up for other pursuits. And one of these appears to be more time for gaming: In Australia, 18% cited that they are spending more time on mobile gaming, while in the US, it’s 19% and rising to 21% in the UK.
Again, this is a trend across all age groups and markets. While the greatest shift in the UK is seen among 18-24-year-olds, with 62% spending more time on mobile gaming rather than less, in the US it’s the 25-34-year-olds (40%). Meanwhile, for Australians, it’s the 35-44-year-old demographic (58%). However, growth is being experienced across all age bands, with all three countries seeing strong mobile gaming growth even among the 55–64-year-olds.
This growth can also be seen among infrequent GenAI users too. In the US, there is a 40% net difference between those casual GenAI users who spend more time gaming and those who spend less, rising to 55% in Australia and 71% in the UK.
When asked about streaming games, there is more preference among younger age groups. While there are country variations, the 18-24 and 25-34-year-old age groups are the heaviest users of streaming games, and these groups will likely drive its future potential.
“What the research highlights is the advertising opportunities opening for brands as gaming becomes a key route to market. This is a medium that’s being embraced by all age groups and all demographics. And it’s increasing among frequent AI users as well as more casual ones, offering brands the potential to get in front of audiences that other channels might not serve well,” commented Stephen Upstone, CEO & Founder at LoopMe.
“We’ve found that gamers are more than three times as likely to be receptive to advertising in this environment compared to the mobile web. And because audience value and the opportunities gaming offers are out of alignment with current advertising investment in the channel, this lack of competition only adds to its attractiveness. As digital advertising adjusts to this era of AI, mobile gaming is shedding its bit player role and moving centre stage, delivering scale and reach that competes with traditional broadcast channels.“
The post LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential appeared first on Gaming and Gambling Industry Newsroom.
Latest News
Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026
Boomerang Partners, a global Affiliate Gambling & Betting Marketing Agency, starts 2026 with participation in the largest industry awards. The company has been included in the shortlists of several prestigious nominations, notably the International Gaming Awards (IGA), European iGaming Awards, and Global Gaming Awards EMEA. Winners will be announced during the iGB and ICE Barcelona 2026 exhibitions, which will take place from January 19 to 21. Boomerang Partners will participate in the event with its booth, 81-L10.
For Boomerang Partners, this marks a record number of nominations that the company has been included in. Here are the awards it’s competing for:
International Gaming Awards:
- Affiliate Marketing Campaign of the Year
- Charitable Community Award (Golden Boomerang Awards – Charity)
European iGaming Awards:
- Charity Award (Golden Boomerang Awards – Charity)
- Affiliate Company Of The Year
- Best Live Event Marketing Campaign (Golden Boomerang Awards)
Global Gaming Awards – EMEA 2026:
- Affiliate Program of the Year
What’s next
Boomerang Partners will celebrate its fifth anniversary in 2026. The company is approaching this date at the peak of its effectiveness. Its inclusion on shortlists of prestigious awards is a testament to its recognition in the market. Experts have noticed Boomerang’s successes and recognize the contribution the company makes to the industry’s development. It feels strong enough to win most awards and is focused on achieving new milestones on the path to becoming the best sports-focused affiliate program in the world.
Currently, Boomerang Partners has over 3,000 affiliate partners and 13+ brands in its client portfolio. The company is the Official Regional Partner of AC Milan, and the second year of collaboration began in the summer of 2025. In 2024 and 2025, it held a global annual tournament for affiliate teams, the Golden Boomerang Awards. In fall 2025, the Golden Boomerang League, its first sports traffic tournament, took place. Boomerang Partners regularly participates in industry events, showcasing its booth and receiving prestigious awards. Over four years, the company has won 10 awards, including in 2025:
- ‘Unique Gaming Company of the Year’ at the International Gaming Awards 2025
- ‘Social Media Campaign of the Year’ at the SBC Awards 2025
- ‘Rising Star in Sports Betting’ (Operator) at the SBC Awards 2025
And Boomerang Partners affiliate team lead, Kristina Shkredova, won the award for Best Affiliate Manager AskGamblers 2025.
How many awards will Boomerang Partners win in January? – Follow the official website and social media of the company, so as not to miss anything.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. The agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 13+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
The post Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026 appeared first on Gaming and Gambling Industry Newsroom.
Latest News
Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026
Boomerang Partners, a global Affiliate Gambling & Betting Marketing Agency, starts 2026 with participation in the largest industry awards. The company has been included in the shortlists of several prestigious nominations, notably the International Gaming Awards (IGA), European iGaming Awards, and Global Gaming Awards EMEA. Winners will be announced during the iGB and ICE Barcelona 2026 exhibitions, which will take place from January 19 to 21. Boomerang Partners will participate in the event with its booth, 81-L10.
For Boomerang Partners, this marks a record number of nominations that the company has been included in. Here are the awards it’s competing for:
International Gaming Awards:
- Affiliate Marketing Campaign of the Year
- Charitable Community Award (Golden Boomerang Awards – Charity)
European iGaming Awards:
- Charity Award (Golden Boomerang Awards – Charity)
- Affiliate Company Of The Year
- Best Live Event Marketing Campaign (Golden Boomerang Awards)
Global Gaming Awards – EMEA 2026:
- Affiliate Program of the Year
What’s next
Boomerang Partners will celebrate its fifth anniversary in 2026. The company is approaching this date at the peak of its effectiveness. Its inclusion on shortlists of prestigious awards is a testament to its recognition in the market. Experts have noticed Boomerang’s successes and recognize the contribution the company makes to the industry’s development. It feels strong enough to win most awards and is focused on achieving new milestones on the path to becoming the best sports-focused affiliate program in the world.
Currently, Boomerang Partners has over 3,000 affiliate partners and 13+ brands in its client portfolio. The company is the Official Regional Partner of AC Milan, and the second year of collaboration began in the summer of 2025. In 2024 and 2025, it held a global annual tournament for affiliate teams, the Golden Boomerang Awards. In fall 2025, the Golden Boomerang League, its first sports traffic tournament, took place. Boomerang Partners regularly participates in industry events, showcasing its booth and receiving prestigious awards. Over four years, the company has won 10 awards, including in 2025:
- ‘Unique Gaming Company of the Year’ at the International Gaming Awards 2025
- ‘Social Media Campaign of the Year’ at the SBC Awards 2025
- ‘Rising Star in Sports Betting’ (Operator) at the SBC Awards 2025
And Boomerang Partners affiliate team lead, Kristina Shkredova, won the award for Best Affiliate Manager AskGamblers 2025.
How many awards will Boomerang Partners win in January? – Follow the official website and social media of the company, so as not to miss anything.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. The agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 13+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential
Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026
Boomerang Partners has been included in 3 prestigious industry Awards, which will be presented in January 2026
SCCG Announces Strategic Partnership with Yellow Elephant Studios to Expand Multi-Channel Gaming Content Worldwide
N1 Partners Takes Action at Affiliate World Asia 2025 with a New Award and Key Event Collaborations
N1 Partners Takes Action at Affiliate World Asia 2025 with a New Award and Key Event Collaborations
Realize Music: Sing Launches on Meta Quest With Broad Catalog From Universal, Warner, Sony and Beggars, Delivered by Tuned Global’s Music Technology
Hub88 strikes Playzia deal to deliver branded content and proprietary mechanics
Betandyou shortlisted for three international awards
Betandyou shortlisted for three international awards
-
Latest News3 months ago
Announcement: 25th September 2025
-
Latest News3 months ago
AI-Powered Gamification Arrives on Vegangster Platform via Smartico
-
Latest News1 month ago
JioBLAST Launches All Stars vs India powered by Campa Energy: A New Era of Creator-Driven Esports Entertainment
-
Latest News3 months ago
The Countdown is On: Less Than 3 Months to Go Until The Games of The Future 2025 Kicks Off in Abu Dhabi
-
eSports4 weeks ago
CS:GO Betting Gains Momentum in the iGaming Sector
-
Latest News3 months ago
Adidas Arena Set to Welcome the 2026 Six Invitational
-
Latest News3 months ago
Team K9 Esports crowned champions of BGMS Season 4; secure INR 60 lakh in prize money
-
Latest News3 months ago
LiveScore Group announces transformational partnership with X and xAI to drive the future of integrated sports media and betting
You must be logged in to post a comment Login