Snoop Dogg Dollars – Interview with BGaming

Interview with Alexandr Shavel

Branded slot games are some of the most popular on the market, but they're also some of the most difficult to get right.

When you combine the entertainment of online gambling with imagery that players already know and love, striking the perfect balance isn't easy. Players have high expectations, and studios often walk a fine line between doing too much and not enough.

BGaming are one of the latest studios to step up to this challenge, transforming the iconic Snoop Dogg into a vibrant and engaging slot release, Snoop Dogg Dollars.

We sat down with Alexandr Shavel, Product Owner at BGaming, to chat some more about this project, and how the team brought this legend to life on the reels.

Snoop Dogg Dollars Base Game

Chloe: Hi Alexandr, thanks for talking to us! Can you tell us a little bit more about Snoop Dogg Dollars?

Alexandr: Sure, happy to share! Snoop Dogg Dollars is BGaming’s first celebrity-branded slot, and it’s all about bringing the legendary Snoop Dogg into the world of gaming.

We’ve combined his iconic voice as the narrator with an animated character that adds a personal touch to the whole experience. The game has a groovy hip-hop soundtrack, and we’ve put a lot of attention into the details to make sure everything feels true to Snoop's vibe.

The game features our popular cluster pay mechanics, which players really love, and we’ve packed it with exciting features that keep the gameplay fresh and engaging. We’re proud to have a strong reputation for creating exclusive branded content, and working with Roobet, our long-time partner, made perfect sense.

When it came to working with Snoop Dogg, we knew we needed to create something special. To make sure we stayed focused on the players' experience, we teamed up with Casinolytics to guide our decisions.

It’s a mix of creativity, collaboration, and a lot of respect for what Snoop Dogg represents in pop culture. We're really excited to see how players respond to it!

Chloe: This is the celebrity-first branded slot you have released at BGaming, and it’s with a household name no less. Was it tough designing a game that does the Snoop Dogg name justice?

Alexandr: Great question! Designing a game that truly does Snoop Dogg's name justice definitely came with a big responsibility.

We wanted to make sure that we represented him in the best possible way, capturing his vibe and essence. When you play the game, it should feel like you’re stepping into his world, getting a taste of what it's like to be a part of Snoop's universe, and even getting closer to the icon himself.

It wasn’t easy, but I’m really proud of how we’ve managed to pull it off. Through the design, the music, and the features, I feel like BGaming really succeeded in creating an experience that brings all those emotions to life.

Snoop Dogg Dollars is all about making players feel like they’re getting a taste of something special, and I think we’ve done that!

It’s a mix of creativity, collaboration, and a lot of respect for what Snoop Dogg represents in pop culture.

Chloe: The features and mechanics in Snoop Dogg Dollars are very similar to those in Aztec Clusters. Do you find that these features resonate with players?

Alexandr: That's right! Snoop Dogg Dollars is built on the cluster mechanics from Aztec Clusters, which have proven to be really popular with players.

Thanks to our partnership with Casinolytics, who analyzed over 10,000 hours of streaming data, we were able to understand exactly what players enjoy. Features like the cluster pay mechanic, the x10,000 max win, progressive multipliers, sticky Wilds, and other fun elements are what players keep coming back for.

With Aztec Clusters being so well-received, it was clear that building on those mechanics would be the best way to design Snoop Dogg Dollars. We knew these features resonated well with players, and we wanted to deliver the same level of engagement, but with that unique Snoop Dogg flair.

Chloe: Including a 97.0% RTP makes Snoop Dogg Dollars one of the most generous releases we’ve seen this year. Do you think continuing to offer high RTPs is one of your main focuses?

Alexandr: We usually maintain moderate RTP percentages across our games, but there are times when we choose to increase it, like with Snoop Dogg Dollars, to create the perfect balance between entertainment and rewarding players.

The BGaming team takes a close look at each game’s features and potential, and we adjust the RTP based on what will best engage players and keep them coming back for more.

Actually, RTP isn’t our only focus. We believe in innovation and offering unique gameplay features that really set our games apart. In a competitive market, RTP is just one part of the formula for creating a great game.

Snoop Dogg Dollars is all about making players feel like they’re getting a taste of something special, and I think we’ve done that!

Chloe: You offer a variety of feature buys in this release. Do you think it’s important to always offer more than just a standard bonus buy for players, or do you allow the game and its specific mechanics to determine this?

Alexandr: At BGaming, the decision to include a variety of feature buys, like in Snoop Dogg Dollars, really comes down to the game design and the specific needs of our players. We believe in keeping players engaged by offering a diverse gaming experience.

While it's important to cater to those who prefer a simple, straightforward game, offering multiple feature buy options can really enrich the gameplay for others.

This approach allows players to tailor the experience to their own preferences, which can improve satisfaction and retention.

Ultimately, whether we offer a standard bonus buy or multiple options depends on the game mechanics and the audience we’re targeting. It's about finding the right balance for each release.

Chloe: Do you see yourselves doing more with multiplier areas in future game releases?

Alexandr: Based on the data we've gathered from streamers, who really appreciate games with high multipliers, we do plan to develop more games with expanded multiplier areas in the future. However, our portfolio includes a wide range of games with different features, so not all of our upcoming releases will focus solely on multipliers.

We aim to offer variety to cater to different player preferences and tastes, ensuring there’s something for everyone. So while multipliers will definitely be a part of future games, we want to keep things fresh and diverse.

Snoop Dogg Dollars Free Spins

Chloe: Can you tell us anything about how Snoop Dogg Dollars has been received by players?

Alexandr: It’s been just over two months since the exclusive launch on Roobet, and about a month since the official release on all platforms, and I’m happy to say that Snoop Dogg Dollars has been a huge hit!

So far, we’ve seen more than 1,100 mentions and a reach of 2.3 million across the internet, including social media. The response has been amazing, no doubt!

We’re putting in a lot of effort to ensure the game stays at the top for a long time because it truly deserves that kind of attention. Players have really connected with it, and we’re excited to see how it continues to perform.

Chloe: What is your favourite part of Snoop Dogg Dollars?

Alexandr: My favourite part of Snoop Dogg Dollars has to be hearing Snoop’s voice guiding you through the game. It adds something special to the experience – his narration brings the whole slot to life.

Another thing I love is the Easter egg in the game. When you click on the Snoop Dogg Dollars icon, you see Snoop lighting up a cigarette. It’s a small detail, but it perfectly fits his vibe and adds a fun touch that makes the game even more unique.

Chloe: Are branded slots something that BGaming would like to explore more in the future? Can you tell us which game in the BGaming roadmap you are most excited for?

Alexandr: Branded slots are definitely something BGaming is passionate about, and we have a lot of experience in this area. We’ve created over 200 branded titles!

We’re proud of the process we’ve built over time. We’ve refined our approach to developing exclusive, branded, and customised games so much that we now have a dedicated team focused specifically on this.

It’s almost like a separate studio within BGaming, which allows us to work on more than 30 games at once and release 10-20 new titles each month while keeping the quality top-notch.

Right now, we’re especially excited about an upcoming game we’re developing in collaboration with Kick, a streaming platform. We’ll be sharing more details very soon, and I think players are going to love it!