Ever wondered why you seem to come across the same slot games everywhere you look? It’s because most of the main casino websites use games from the same few software developers. These games are developed and created by the software platform and then licenced to the casino sites.
It might seem a bit strange at first but it’s actually a very logical and effective business model that works for the casinos and the software developers, and most importantly for us, the players.
There are five main software companies that make casino games for the online casinos:
18+ New Customers only. Select Casino welcome bonus offer on sign-up. 20 Free Spins available on Book of Dead game only. Must be claimed on ‘’My Offers’’ page within 14 days of sign-up. Free Spins have a £0.10 value each; expire 7 days from claim. 35x wagering requirement on eligible slots before winnings are converted to cash. Eligibility requirements apply. Read full T&C's below. Play Responsibly. www.begambleaware.org
*18+. Opt-in required. Min. £10 deposit. Max bonus £25.35x min wagering on deposit and bonus before you can withdraw. 20 Free Spins on Starburst only. No deposit required to receive free spins. 30 x wagering applies to any winnings. Max. payout £100. Full T&Cs apply.
* 18+. Significant terms: First time depositors residing within the UK only. Min deposit £10. Max amount of Bonus Spins is 100. Bonus Spins valued at £0.10 per spin. Winnings paid in cash. Terms & Conditions apply.
Back in the day when online casinos first got started, they mostly designed and produced their own games in-house. As online casinos grew in popularity, this became more difficult as coding and designing games is a very different skillset to the marketing and customer service focus the casino sites knew they had to take if they were going to be profitable.
This led to many of the online casinos selling off their websites and focusing on game design and development. Separate companies then set to building online casino websites and focusing specifically on marketing, promotions and customer service. This is how it works today.
The casino companies can focus solely on keeping their players happy, while the software companies concentrate on designing and coding new games using all the latest technology. Because of their ability to focus on the development and design of new games, the software companies are able to produce better quality, more innovative games than they would have otherwise been able to do.
The software companies licence the games to the online casinos for a fee – usually either a fixed monthly cost or a percentage based fee. Most of the main online casinos will use software from one of the bigger developers and this is why you will find the same games in multiple places. Some casinos will only use software from a single provider, while others will licence games from two or more developers, allowing for more selection.
888 Holdings is one of the very few casinos that still works on the old business model of creating their own gaming software that is then used at their online casinos. Other than that the business model of licensing games to online casinos that then take care of the marketing remains the main way that the industry is run.