🎤 4ThePlayer Slots Q&A with Henry McLean

OLBG’s King of Slots Chris Taylor speaks to Henry McLean, Co-founder, Commercial & Marketing Director at 4ThePlayer, for a general Questions and Answers interview.  

Very popular at slot sites in the UK, the interview covers 4ThePlayer’s journey to date, how new slot games are created, their most popular titles, mobile play, slot sequels, players’ needs, regulation in the UK and upcoming slot game release which combines two slot favourites.

Q: Can you describe 4ThePlayer’s journey since its founding in 2018?

HM: “4ThePlayer’s journey since 2018 has been incredible - and also a lot of hard work! We’ve grown from a small team of 3 or 4 to 50 full-time employees worldwide, with our games featured by ‘household name’ casinos and even on physical machines in pubs and clubs. I still get a buzz walking into a pub and seeing one of our games and taking it for a spin!

Starting with 9k Yeti, we focused on what players really want and I think that's what has struck a chord with players. Since then, every game release - and we're nearly at 40 games - has been a lesson. We’re constantly learning what players enjoy, what works, and what we can evolve.

We’re constantly growing and expanding into new regulated markets, such as our recent expansion into more states in the US. We have also slightly increased our output - but don't worry, it’s still very much quality over quantity and a ‘boutique’ approach.”

Q: How are new slot games created? What’s the process?

HM: “We are lucky we have many ideas! We start by brainstorming concepts that excite both the team and players - often centred around a specific player ‘pain point’ or frustration.

For example, with the multiple in-reel features in 2 Sweet 4 U, the idea was to make something super active in the base game as well as in the bonus, where different in-reel features could land on any spin. Alternatively, in 7x7 Zeus we wanted more action and excitement and something new from a cascading game, so we made it expand in all directions!

We always think about what’s missing in the market or how we can add a new twist. That’s where the 4 Fantastic Series came from: we were asked to do a fishing game by a big customer but we wanted to do something different, so we removed the Fisherman Collect symbol and invented Money Ways, where players win what they see if it’s part of a Ways win.

In terms of choosing what ideas see the light of day, it takes quite a lot of time to polish and finesse our concepts. We speak to our customers and platform partners and bounce ideas off them. We even vote internally! We also look at what has worked in our existing games and the surrounding market.

Of course, some ideas never leave the 4ThePlayer Lab!”

Q: What are 4ThePlayer’s most popular slot games? Are there any that are particularly popular only in the UK?

HM: “Our most popular series is the 4 Fantastic series, closely followed by the Yeti titles and 5 Wild Buffalo. That said, 7x7 Zeus is off to an incredible start and could easily break into our top 3. If you have not played it, I recommend trying it out!

In terms of UK popularity, we aim to create games that work for all markets, including the UK. We believe a good game is a good game, whether you're in the UK or elsewhere and we always strive to balance exciting features, mechanics, and fun themes that resonate globally.”

Q: What % of players play on mobile vs desktop?

HM: “The percentage of players using mobile devices has exploded in recent years - we often see that over 80% of players are on mobile, but a lot depends on the casinos themselves, and there’s a lot of variance by country as mobile speed and signal and tech penetration make a huge difference.

That’s why we developed Big Reel Portrait Mode™. Five years ago, we were one of the first, if not the first, to create a game mode that maximised the portrait screen, while other providers were still telling players to 'rotate your device'.

Players still love this mode today - I think due to the fact it is such a better multimedia experience for the player as it uses nearly all the screen.”

Q: Why should slot players play 4ThePlayer slots rather than others?

HM: “We are players ourselves, so we get it - we see all those annoying little frustrations you feel in slots, and we always try to make sure you don’t have these annoyances in our slot games. We are always thinking about the player experience and the entertainment they get from the games and features.

Our product team pays extreme attention to detail - this is one of the reasons we will always stay ‘boutique’ as we want each game to be the best possible game we can create, so that we’re not just churning out games every week.

You should see some of the changes I see logged as ‘crucial’, it would blow your mind - but all these tiny changes make the bigger picture. Every game gets a lot of love and attention and it always will.

Finally, we are super interactive - any questions you might have or feedback on our games or even features you would like to see, get in touch and we will reply. It’s normally me that replies directly - that's one other thing that surprises people!”

Q: Have you seen a trend in slot sequels and can we expect sequels to some of your existing slots?

HM: “Yes, we’ve definitely seen a trend in slot sequels! Fifteen years ago, during pitches to casinos, they always wanted something totally new. Now, they prefer familiarity with a twist or a direct sequel - players recognise the games they like and casinos feel more confident about their performance.

We’ve gone the sequel route with 5 Doggy Millionaires Dream Drop, the sequel to 5 Doggy Dollars with the same paw-some theme and a fresh twist, as well as integrating Relax’s Dream Drop jackpot system.

There’s still demand for totally new ideas but right now, proven titles with innovation and sequels are trending. It’s like chocolate companies adding new flavours to your favourite bar - you know what you like, and the twist excites you, so you will most likely buy it to try it :)

That said, we do have some super cool new innovations coming in 2025 - the first being 5 Hot Coins, which introduces an exciting new mechanic!”

Q: Have you seen players’ needs change over the years? If so, how?

PL: “Yes, players’ needs have definitely evolved. According to research by Microsoft, the average attention span has dropped to below 8.25 seconds, shorter than a goldfish, thanks to the demand for instant gratification and an always-online lifestyle. We see this in slots players - they want excitement right from the base game!

I think the days of grinding for a big win are fading; players are looking for more engaging and rewarding experiences immediately without waiting around for bonus features.

That's exactly why we focus on creating slots with thrilling base game action and less grind, keeping the entertainment high from the start! I always say this and always will: we want players to have fun and put a lot of effort into that ‘fun factor’.”

Q: What challenges does 4ThePlayer face regarding regulation in the UK?

HM: “Firstly, regulation is a positive step. Anything that protects the player is something we fully embrace.

The main challenge, however, especially in the UK is meeting the player demand for instant gratification while working within regulations where you can’t have bonus buy or autoplay, and where you have slower spin speeds.

That’s where our maths and game design step in, creating engaging experiences without relying on those features.

For example, in 3 Lucky Witches and 3 Lucky Leprechauns, we increased bonus frequency to keep players entertained, addressing feedback about long waits for bonuses.

Making one game that meets all the different global regulations keeps us on our toes, but it would be boring if it was easy!”

Q: Regarding the upcoming 4 Fantastic Vikings Go Fishing, what challenges does 4ThePlayer face combining 2 games that players know so well?

HM: “The challenge was making sure the maths model felt like a true 4ThePlayer game while still delivering the experience players expect from Yggdrasil’s Vikings Go Berzerk.

We had to strike the right balance in terms of feature frequency and volatility, ensuring that fans of the Vikings games would get the same level of excitement and engagement.

At the same time, we wanted to keep our signature feel, with our strong base game action and our unique Money Ways mechanic.”

Q: How will 4 Fantastic Vikings Go Fishing appeal to players who played either game before?

HM: “4 Fantastic Vikings Go Fishing will appeal to fans of both 4 Fantastic Fish and Vikings Go Berzerk because we have carefully blended the best of both worlds.

Players who loved 4 Fantastic Fish will enjoy the fish cash prizes and Money Ways, as well as the strong base game action and familiar features such as Fighting Respins and the Giant Squid. Vikings Go fans will appreciate the return of their favourite characters and the central mechanic of them fighting to give special features!

I’m very proud of what we have created and think both sets of players will really enjoy it. I know I am slightly biased but I love playing it and I love playing the original Vikings Go series.”

Q: What can we expect from 4ThePlayer for the rest of the year and beyond?

HM: “More great games! We’ve got some big games coming this year! We're especially excited about 10000 BC 2 DoubleMax, the sequel to one of our top titles. We’ve listened to player feedback and added more base game features to mix it up.

3 Lucky Witches will be hitting pubs, clubs, and arcades, thanks to our partnership with Reflex Gaming. And, of course, I can't forget my best mate Santa Yeti - every December he pops up with his hat on in 9k Yeti, 1k Yeti, and 90k Yeti Gigablox!”

Q: Finally, what 4ThePlayer slot is your favourite and why?

HM: “Oh, now that’s a tough one! I love all our slots, and every new release holds a special place in my heart.

I always look forward to the first time Andrew, our CEO, or Geoff, our Product Director, pitches an idea with that spark in their eyes and excitement in their voice. But if I had to choose, 9k Yeti will always be my first love.

It’s beautifully simple and pure, and that’s why it has stood the test of time. Players know exactly what to expect. It’s a classic!

As you can probably tell I love what we do, and I’m lucky and privileged to be surrounded by an amazing 4ThePlayer team who are not only immensely talented but also love what they do.”