18Peaches’ Aziz A: We’ll see a shift towards fewer, high-quality slot releases

The studio’s focus on connecting with players via intuitive design and storytelling-led gameplay marks a shift away from classic content churn.

In an exclusive interview with Gambling News, we sat down with 18Peaches Chief Product Officer Aziz A to discuss why they believe quantity is no match for carefully crafted experiences.

Q: Where do you stand on the quantity versus quality debate when it comes to online slots?

We’re firm believers that quality will always outlast quantity, and that’s at the core of what we do at 18Peaches.

For 20 years or more, we’ve watched an arms race focused on quantity. This results in oversaturated lobbies, player fatigue and a race to the bottom. We honestly believe a great slot shouldn’t just fill space but rather build loyalty and drive repeat visits. It’s about strengthening an operator’s brand over time.

High-quality titles with distinctive mechanics, strong maths models and immersive design deliver higher lifetime value per player. In a market where acquisition is expensive and competition is fierce, operators can’t afford to treat content as disposable.

We want to empower our partners to be in a position where they can carefully curate a portfolio of premium, differentiated games that create a stronger identity.

Quantity fills a lobby, but quality builds a brand.

Q: You mention the high cost of user acquisition. How can slot studios better support operators when it comes to retention?

Retention is ultimately about connection. We’ve found that one of the most effective ways to create that connection is through character-centric narratives. Memorable characters and well-crafted storylines give players something to care about beyond the spin itself.

When the player feels invested in a character’s journey or personality, they’re more likely to return to see it develop, or simply to spend more time in that game’s world. Storytelling transforms a slot from a quick diversion into a place players want to revisit. It has become an important part of the creative process for us.

Another area we consider vital at 18Peaches is around removing friction from the player experience. This is about creating intuitive and user-friendly interfaces. It doesn’t matter how compelling the content is if players have to relearn how to interact with each new release.

Q: We’re seeing a lot of conversation about AI in game design. What’s your take on the balance between AI tools and human creativity?

We believe AI has its place as a support tool. It can certainly speed up certain aspects of production, help with iteration and even inspire new directions, as we’ve found at 18Peaches. But we don’t think it is quite there yet in terms of replacing that human touch in creating meaningful, lasting entertainment.

Players can often sense when something feels “manufactured” or generic. This was a problem before AI with re-skins, which were low effort releases that stole the insides of an existing game and slapped a new theme on top. The results are never great because the game doesn’t feel like an authentic experience.

Don’t get me wrong, AI is only going to become more important, but right now it can’t create premium content alone.

Q: Is it possible to deliver accessible gameplay without sacrificing the depth of the player experience?

We’re always searching for that balance at 18Peaches. You want a game that a newcomer can understand within a few spins but still offers up enough layers and depth for the more experienced crowd. Slots players are a diverse bunch, but there are ways to design games that can have a broad appeal. We’re often pairing really intuitive mechanics with slightly more complex features that open up over the course of a session.

For example, innovative mechanics like accumulation or collection features can be explained simply but still drive long-term engagement. This has worked well for us with titles such as Monster Load-Up Hold and Win, Hacker Crash Jackpot and Leprechaun Jackpot Collector.  It’s about building systems that appeal to both casual and experienced players without alienating either group.

Q: How do you see the future of online slot development over the next five years?

I think we’ll see a shift towards fewer, higher-quality releases with more depth. Regulatory pressure is a big factor in this, but so are higher player expectations and rising acquisition costs.

Early on, here at 18Peaches we identified an opportunity to differentiate in an oversaturated slots market, by connecting with both Millennials and Gen Z via games that combine nostalgia with trending mechanics and features.

This often takes the form of crossovers with other entertainment. Things like slots borrowing elements from video games, social apps and streaming culture. Personalisation will become a standard expectation, and players will increasingly demand transparency and fairness in mechanics and rewards.

In short, the winners will be the studios that combine creative excellence with a deep understanding of what players are actually looking for when they sit down for a few spins.