“Capitalism is all about somebody coming and trying to take the castle. Now what you need is …. you need a castle that has some durable competitive advantage—some castle that has a moat around it.” – Warren Buffett

Dear Slots Designer,

Aristocrat recently acquired Big Fish Games. They now have strong apps appealing to two of the four main slots player types.

Aristocrat’s content in Heart of Vegas and Cashman Casino caters primarily to Plain Janes…players who are looking for something to do, to kill time, and to reduce boredom. Conversely, Big Fish Game’s content in Big Fish Casino targets Mr. and Mrs. Ricardos…players who are looking to relax, socialize, and relieve daily stress.

These two player types do not often overlap. According to Facebook Insights, only 3% of Facebook users who have Big Fish Casino are also interested in Heart of Vegas. Contrast that with Slotomania, which has a 40% overlap with Heart of Vegas (this is only directional information and not actual player overlap).

The battle lines for players has become clear: teams targeting Plain Janes and Mr. and Mrs. Ricardos must be on the attack. Teams with Night-Out Nancys and Entertain-Me Eddies should build a moat. The extent of investment in either offense or defense depends on the age and size of your app: the older and larger the app, the more time should be spent on a moat.

Invest in your durable competitive advantage.

Brett Nowak


  • Pre-Play Customization
  • Memory Game Bonus
  • Respins to Bonus
  • Player Integrated Bonus


  • Line Configuration
  • Base Game
  • Progression


Social Casino

  • Monster Treasure – Caesars Slots
  • Prince of Sherwood – House of Fun
  • Reel Wealthy – Vegas Words
  • Mystical Sands – Heart of Vegas

Real Money

  • Beauty & the Beast – Yggdrasil Gaming
  • Viking Runecraft – Play’n Go
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