The power of partnerships: how bespoke content benefits suppliers and operators

Bespoke and branded game development has gained momentum across the industry, with more exclusive titles appearing in casino portfolios.

iGaming Expert spoke with Charlie Jacka (Head of Product, Blueprint Gaming), Ian Catchick (Chief Product & Business Development Officer, BetGames) and Dominic Sawyer (Head of Growth, Tequity) to explore why studios increasingly focus on tailored collaborations, how custom content performs commercially, and why it benefits both sides of the B2B ecosystem.

Why are studios dedicating more resources to bespoke titles?

Charlie Jacka (Blueprint Gaming): Despite limited production capacity, we prioritise bespoke requests where possible. These collaborations benefit both parties: operators receive exclusive content ideal for marketing campaigns, while we can extend the lifecycle of an established title or strengthen a game series. These projects focus on quality over volume — making sure each release fits the partner’s identity while staying true to Blueprint’s creative standards.

Ian Catchick (BetGames): For BetGames, exclusive branded games reflect a broader strategy of deepening supplier–operator alignment. We treat bespoke versions as tailored experiences built for a specific audience, market, or brand style — whether it’s a customised Skyward Deluxe release or a dedicated studio environment. Unique content helps operators differentiate in busy lobbies, build loyalty, and create sustained value. It also encourages stronger long-term relationships rather than one-off engagements.

Dominic Sawyer (Tequity): The main strategy is enabling operators to truly stand out. When every lobby offers similar catalogues, branded originals help operators own the experience. Players respond well to content that feels native to a brand they already trust. For us, these projects turn content into a competitive advantage, strengthening engagement and loyalty.

How do branded games perform compared to standard releases?

Ian Catchick: Data from our partner collaborations shows that bespoke games often achieve stronger visibility, better retention, and extended life cycles. A branded release developed for an African operator is a great example — tailored mechanics and visuals connected directly with the operator’s identity, demonstrating how exclusivity creates player relevance and competitive edge.

Dominic Sawyer: Across our network, branded versions consistently outperform generic ones in engagement, repeat play and retention. Players gravitate toward content that aligns with a brand they recognise. Bespoke games strengthen emotional connection and drive increases in both time-on-game and lifetime value.

Charlie Jacka: A recent example — Paddy Power’s branded edition of our King Kong Cash series — shows the impact of co-branded titles. The underlying brand strength of Kong combined with Paddy Power’s marketing powerhouse created strong momentum immediately after launch. Joint commitment from both sides is what makes these collaborations successful.

Does bespoke development unlock new ways to target specific audiences or markets?

Dominic Sawyer: Absolutely. Adaptable branded content enables operators to target new demographics through creative, data-driven concepts. Tequity’s library of 16 white-label originals gives partners flexibility to tailor genres and visuals to specific markets or promotional strategies.

Charlie Jacka: With our background in land-based gaming, we understand omnichannel design well. When developing a customised version of Cash Strike for Mecca Bingo, we ensured it resonated in both retail and online environments — demonstrating how familiarity and thoughtful adjustments can translate effectively across channels.

Ian Catchick: Flexibility is critical. Bespoke projects allow BetGames to refine localisation, visuals, mechanics and formats for specific regions — including market-customised versions such as a Skyward adaptation for Brazil.

How do studios maintain innovation while producing more bespoke content?

Charlie Jacka: It’s a balancing act. We continue innovating for the wider market while tailoring certain releases for specific partners. Our bespoke and general production pipelines operate alongside each other — insights from one stream help inform the other.

Ian Catchick: For BetGames, bespoke development and broad-market innovation run in parallel. We keep building new mechanics and global-fit titles while creating tailored adaptations. Our core design principles — simplicity, accessibility, and brand-ready visuals — remain consistent, ensuring that custom versions don’t dilute our creative identity.

Dominic Sawyer: Tequity uses a modular customisation approach. Our white-label games allow partners to personalise visuals extensively while retaining proven mechanics. This lets us innovate at scale while enabling partners to push creative boundaries. It preserves our DNA — fast, fun and highly brandable — while giving operators room for expression.