Michael Waterfield: “We utilize a localized content strategy that aligns with American players’ preferences”

White Hat Studios’ expansion in the US iGaming market has been nothing short of impressive. Just six months after entering all seven regulated US iGaming states—a first for any supplier—they have quickly become a household name.

Their rapid success and strong performance in October’s Eilers & Krejcik Gaming report reflect the strategic approach they’ve taken to distinguish themselves from other suppliers. Gambling News spoke with Michael Waterfield, SVP Commercial at White Hat Studios, to find out the driving force behind the company’s success.

Q: What differentiates White Hat Studios from other suppliers that helped propel you to the top of the new supplier rankings?

White Hat Studios’ “House of Brands” model is a game-changer in the US iGaming market. Our approach goes beyond simply licensing popular brands; it focuses on creating immersive IP content that weaves each brand’s essence deeply into the gaming experience. This commitment is evident in games like Black Mirror™ Jackpot Royale™, which pulls fans in with thematic symbols and features directly inspired by the show’s most memorable episodes—such as the pig, bear, and bee symbols. The San Junipero free spins feature is a nod to the beloved episode, bringing fans a new, interactive way to connect with the series.

To further appeal to the US market, White Hat Studios employs a localized content strategy, customizing games with features that align with American players’ preferences. The addition of popular mechanics, such as coin combos, steppers, and cash-on-reels, combined with unique brand IP, creates experiences that feel both familiar and fresh. This localized approach is critical to capturing US players’ attention and enhancing their engagement.

Our Jackpot Royale™ network is another standout innovation, with over 40 games linked in a shared jackpot system. By adding new titles to the network monthly, White Hat Studios continually diversifies its jackpot portfolio, enhancing the experience for players and offering operators a powerful tool for acquisition and engagement. The regular jackpot drops have quickly made Jackpot Royale™ a popular choice for both players and operators, solidifying White Hat Studios’ reputation as a leading content provider in the US market.

Q: White Hat Studios features among some industry giants as the fifth overall biggest supplier. How do you plan to maintain and build upon this strong performance?

White Hat Studios’ rapid ascent among the top five iGaming suppliers in the US speaks to our strategic approach and the appeal of our content. Competing alongside industry giants despite being relatively new to the market, we continue to prioritize innovation as a core driver of growth. The team’s commitment to pushing content boundaries keeps them agile and responsive to market demands, ensuring they maintain momentum.

A significant aspect of our strategy is their focus on building high-profile commercial partnerships. Expanding upon collaborations with Banijay, Thunderbuddies, and Warner Bros., we´re creating a compelling portfolio of branded IP games that resonate with US audiences. Titles like Peaky Blinders™, The Goonies™, and Ted™ have already proven popular across multiple states, highlighting the strong demand for branded, immersive slots in the US.

Looking ahead, White Hat Studios plans to bring even more localized content tailored to the preferences of American players. Our continued investment in resources enables them to refine their game offerings, ensuring that each new release aligns with market trends. We´re also working on an exciting new jackpot system set to launch in 2025, which promises to further engage players and enhance our competitive edge. This proactive approach—combining innovation, strategic partnerships, and localization—is positioning White Hat Studios for sustained growth and success in the US iGaming market.

Q: What contributed to the success of 7s Fire Blitz™, which ranked second and fourth for new slot and overall slot respectively?

7s Fire Blitz™ is a testament to White Hat Studios’ ability to blend nostalgia with modern gaming elements, resulting in a hit that resonates across the US iGaming market. This 3×3 slot brings classic retro appeal with fruit symbols and bells that evoke traditional brick-and-mortar slot machines, yet adds layers of excitement through its feature-rich gameplay. The Cash Collect feature and four distinct jackpots offer significant win potential, and the Money Respin bonus round—triggered by landing specific icons across all reels—further boosts engagement by giving players extra chances to win.

The game’s success in October, where it captured 1.02% of the entire US iGaming gross gaming revenue (GGR), is an impressive feat that highlights its widespread appeal. This achievement underscores White Hat Studios’ knack for creating content that blends familiarity with innovation, keeping players engaged and driving substantial revenue. By infusing classic slot elements with exciting bonus features, 7s Fire Blitz™ has secured its place as a fan favorite and a significant revenue driver for White Hat Studios in the US market.

Q: What else can US players look forward to from White Hat Studios for the end of 2024 and beyond?

White Hat Studios has an exciting catalogue of releases lined up, showcasing our commitment to bringing beloved IPs to life in the iGaming world. First up is The Flintstones™, launching at the end of November, which will reimagine the iconic 1960s cartoon with a Stone Age-themed slot adventure. This game includes the engaging Cash Collect and Free Spins features, the latter offering a bonus trail where players can unlock multipliers of up to 10x, with the potential for wins as high as 10,000x.

The highly anticipated Peaky Blinders™ 2: The Shelby Empire™ arrives just in time for Christmas, introducing White Hat Studios’ first coin combo mechanic. This sequel brings back familiar characters like Tommy, Arthur, and Polly, now with stacked symbols to heighten base game wins. It also adds three unique bonus rounds: the Garrison Tavern bonus for cash prizes and extra spins, the Small Heath bonus with Tommy wilds worth up to 40x, and the Races bonus offering jackpots up to 500x. With new features and bonuses, this release promises a fresh yet authentic experience for fans of the original.

Looking to Q1 of 2025, Ted™ Afterparty™ brings the beloved talking teddy bear back in style, featuring vibrant, psychedelic visuals. This update introduces two high-value bonuses: a Free Spins round that removes low-paying symbols to increase win potential and a Respin bonus with unlockable reels, creating paths to the Mega Jackpot. White Hat Studios’ upcoming releases, packed with innovative features and fan-favorite brands, are set to keep players entertained well into the new year. features and fan-favorite brands, are set to keep players entertained well into the new year.