How SmartSoft designs games that start their own categories

From JetX and Balloon to PlinkoX, the iGaming provider’s product strategy rests on a distinction that has become increasingly important in online gaming: the difference between giving an existing idea a new look and creating a genuinely different way to play. In online gaming, novelty is easy to manufacture. A familiar game can be repackaged with new graphics, a different theme or a redesigned interface. The harder task is to change the experience itself — to introduce a mechanic that gives players a new decision to make, a different way ...