Charlotta Mide, Marketing Manager at Million Games, brings more than two decades of experience across marketing, UX, and digital brand strategy to her role, along with a player-focused perspective on the studio’s growing portfolio of casino content. Since joining the company, she has helped shape how Million Games positions and presents its releases in an increasingly competitive iGaming market. Her focus includes player engagement, user journeys, and long-term brand development.
In this interview with CasinoRank, Charlotta discusses evolving player behavior, the marketing strategy behind recent launches such as Infinite X. She also unpacks how Million Games approaches differentiation, storytelling, and UX as the market for new casino content continues to expand.
From a marketing and player engagement perspective, which recent Million Games release has resonated most strongly so far, and what do you think made it stand out?
Charlotta Mide: Chicken X is definitely the best example. What made it stand out wasn’t complexity, it was clarity. Players understood the risk instantly, and because the sessions are short and intense, people naturally wanted to try again. That taught us something important: players don’t necessarily want more mechanics. They want stronger moments. And Chicken X is still one of our top performing games.
We’ve carried that thinking into newer releases like our upcoming launch, Infinite X, where we started experimenting more with progression and longer-form tension.
With operators increasingly focused on differentiation, how does Million Games balance recognizable mechanics with the need to introduce genuinely new gameplay ideas?
Charlotta Mide: The biggest misconception in game development is that players are constantly looking for something new. If you look at the games that continue to dominate casino lobbies globally, most of them are built around mechanics players already understand.
Book-style slots, Hold & Win games, crash games, blackjack, and roulette remain some of the most played categories in the industry. Even newer success stories like Aviator are built around a very simple concept that players can understand immediately. That’s why we usually start with something players already recognise and then look at how we can make the experience feel different.
Chicken X is a good example. At its core, it uses familiar crash-game logic. Framing it around Jack Chicken crossing a dangerous highway gave the game personality and made the risk feel more tangible and entertaining.
With Temple X, we explored genre-mixing by taking the crash format and turning it into a jungle adventure. Instead of ending with a standard cash-out journey, players reach a slot-style treasure wheel. There, they can take a chance on a higher or lower reward, if they don’t crash before the end of the journey.
It adds another layer of decision-making without making the game harder to understand. In our upcoming release, Infinite X, we experimented with progression systems, power-ups and rebuy mechanics to create momentum and player control within the crash format. The goal isn’t to reinvent gambling. It’s to take mechanics players already enjoy and give them a new context, a new story, or a new way to experience them.
How has player behavior changed over the past year, and how are those insights influencing the way Million Games develops and positions new content?
Charlotta Mide: With a new generation players entering gaming things are definitely changing. These players are used to gaming on mobile phones and play station. They grew up with constant access to entertainment and extremely fast digital experiences.
Attention spans are shorter, but I think expectations are higher too. Players make decisions extremely quickly now. If a game doesn’t communicate its core idea almost immediately, there’s a good chance they move on.
That affects everything; from game naming and visual hierarchy to trailer pacing and how we position releases. You’re not just competing against other games anymore. You’re competing against scrolling and other forms of entertainment.
Infinite X introduces step-based gameplay, power-ups, and rebuy mechanics within the crash format. What inspired the team to experiment with a more progression-driven structure compared to traditional crash games?
Charlotta Mide: Traditional crash games are very effective because they’re simple and immediate. But we were interested in what happens if you stretch that tension over a longer session. Infinite X is really about introducing progression into the crash format, giving players more decisions, more recovery moments, and more reasons to continue.
Features like power-ups and rebuy mechanics create momentum. You feel like the session evolves instead of resetting every round.
Launching new games in a crowded market can be challenging from a visibility and positioning standpoint. How does Million Games approach standing out when introducing new titles to operators and players?
Charlotta Mide: The reality is that most new game launches get very little attention. There are hundreds of games launched every week and the platforms are crowded. So, we spend a lot of time thinking about positioning before marketing.
· What’s the one-sentence identity of the game?
· What player is the game targeting?
· What’s the instantly understandable hook?
If you can’t explain why a game is interesting in one sentence, it becomes very difficult to market.
As a smaller studio, we also have to be realistic. We can’t rely on massive campaigns or huge visibility pushes. That means the game itself needs to communicate quickly and clearly through the theme, mechanics, and presentation.
A lot of visibility today comes down to whether somebody stops scrolling long enough to understand what makes a game worth trying. That’s why we focus on recognisable concepts, strong visual direction, and gameplay hooks that are easy to grasp immediately.
What kinds of feedback or engagement patterns from operators and players are currently influencing how Million Games presents and promotes new releases?
Charlotta Mide: To be honest, direct feedback is relatively rare unless a game performs exceptionally well. Most players don’t tell you why they like something, and operators are usually focused on the results rather than providing detailed comments.
What we pay attention to instead are patterns. Which games do operators choose to promote? Which titles generate repeat interest? Which concepts get picked up quickly, and which ones struggle to gain visibility?
One trend we’ve noticed is that games with a clear concept and an easy-to-understand hood tend to get traction faster. If the core idea of a game takes too long to explain, it becomes harder to market and harder to place effectively in a crowded lobby.
That doesn’t mean every game has to be simple, but it does mean the value proposition needs to be clear from start.
With so many new game launches competing for attention today, how important are branding, storytelling, and UX in helping a title gain traction after release?
Charlotta Mide: Branding gets attention, but storytelling and UX are what make players stay and remember the game afterwards.
Storytelling has become much more important in recent years because players are exposed to so many games every day. Strong themes, recognisable characters, and clear atmospheres help games feel distinct much faster. In games like Chicken X or Temple X, the mechanics are important, but the character and journey around them are what make players remember them.
Good UX in casino games is often invisible. It’s about clarity, responsiveness, readability, and making the player feel comfortable immediately. The best-performing games usually make players feel engaged, entertained, and in control withing the first few seconds.
With a background in digital media and a keen eye for emerging technologies, Ronaldo bridges the gap between players and platforms through clear, insightful reporting to the iGaming industry.
