Game design

Innovative products are the basis for the success of the Gauselmann Group and the engine for its dynamic and continuous growth. In order to meet its customers’ diverse needs, the group has 24 game development sites worldwide, nine of them in Germany and a total of 15 in the UK, Austria, India, Australia, Spain, the US and Malta. These teams are specialised in developing and producing games and cabinets as well as applications and system solutions for the group’s land-based and online markets.

The heart and link between the international development sites is located in Lübbecke in Eastern Westphalia at adp Gauselmann GmbH, which develops almost all basic technologies for the group. Furthermore, in Germany MEGA Spielgeräte GmbH (MEGA) and edict eGaming GmbH (edict) are also responsible for game design. MEGA mainly creates jackpot systems, multigame lines and games with additional stakes; edict develops turnkey system platforms and adapts the well-known Merkur slot machine games for the online casino market.

Additional development sites of the Gauselmann Group are located around the world, from the neighbouring country of Austria to India and Australia. While the group’s product portfolio focuses on multigamers, in some countries players prefer longer-lasting entertainment through a single game. For these markets, dedicated single games are developed, which are highly complex to develop, as they contain significantly more graphics and hidden gimmicks. This is the area of expertise of Sunshine Games LLC based in Las Vegas. The game design team there specialises in the development of single games for the US market and other international markets.

In the UK, the subsidiary Blueprint Gaming Limited (Blueprint) ranks among the five leading multi-platform designers and providers of digital games. These are also available on over 100,000 land-based gaming machines in the UK, Germany and Italy. Blueprint specialises in the development of ‘bonus games’, where 40 games are linked via a jackpot system.

The Gauselmann Group also operates two game design studios in India: Merkur Gaming India Pvt. Limited (Merkur Gaming India) and Lucky Nugget Gaming Pvt. Limited (Lucky Nugget). Apart from classic slot games, Merkur Gaming India also creates mobile applications. In addition to developing video graphics (in cooperation with other game design studios) and ‘conventional’ games, Lucky Nugget is involved in researching new technologies. Here, the focus is on 3D animations and virtual reality as well as the associated question of whether and how these trendsetting technologies can be integrated into new games in a user-friendly manner.

In addition, two new companies have been strengthening the Gauselmann Group’s online gaming capabilities since 2019: firstly, the London-based development studio Project, under the umbrella of Blueprint, is expanding the games offering for the British gaming market; secondly, the newly founded design studio Bee Cool Gaming, based in Raaba-Grambach, Austria, is concentrating entirely on the creation of online games.

With more than 850 employees in research and development worldwide, around 65 per cent of whom work in Germany, the group underscores its high level of professional competence in the design of innovative game content.