From rap to reels: Showcasing Snoop Dogg Dollars
With BGaming and Roobet collaborating on this hit new slot release, for both Gabriel and Shavel, it was a match made in igaming heaven. How did this partnership come to be and how did you know the two companies could work so well together?
Gabriel: “BGaming are a long-time valued partner. They have lots of creative ideas and know we have a passion for working with celebrities and doing fun new things. When they approached us about building a game together, it just seemed like a mutually beneficial opportunity to do something interesting. And what could be cooler than a Snoop themed game?”
Shavel: “We’ve been working with Roobet for over 5 years, and it’s been a fantastic partnership. It’s not just about providing BGaming portfolio for their online casino; we’ve had the opportunity to create custom games like Roobet Baccarat and Roobet Gems of Fortune, which really strengthens our collaboration.
“The key to our success? It’s a combination of hard work and recognising the right opportunities. By working hard, we’ve been able to deliver top-quality exclusive games. And spotting the right opportunities, like partnering with someone as iconic as Snoop Dogg, has allowed us to bring something unique and creative to the iGaming world. It’s been a rewarding partnership, and we’re excited for what’s ahead!”
Snoop Dogg is arguably one of the most famous celebrities on the planet. What was the inspiration behind building a slot game that focused on him?
Shavel: “The inspiration for the Snoop Dogg Dollars slot game came from Snoop himself, a rap icon and influencer. When we were developing the game, we dove deep into his world, drawing inspiration from his music, his personality, and his influence. He’s not only a legendary rapper but also a successful entrepreneur.
“Our goal was to reach not just our existing players, but also attract a new audience — those who may not have played BGaming’s games before but are drawn to the idea of a game featuring such an iconic figure.
“Having Snoop Dogg in the game is definitely a big draw. He’s such a well-known persona, and we believe players will be excited to check it out just because he’s involved. We’re proud of the high-quality, exclusive game we’ve created together with Roobet, and it’s been amazing to collaborate with such a celebrity. Thanks to our strong partnership with Roobet, we were able to bring this unique project to life!”
With BGaming and Roobet joining forces for the game’s development, how much involvement did Roobet have for the game design itself?
Gabriel: “Our original concept was a dark graffiti scene on a down-town ‘hood wall with Snoop seeming to come out from the graffiti and into the game. We paired this with proven high-volatility maths, then iterated multiple times with the BGaming team to end up with the final look.
“It took a while because Snoop doesn’t compromise when it comes to his brand. He wants to be proud of anything he touches, not just the graphics, but rather the way the whole game’s put together, how the UX feels as you play. BGaming understood this and gave us every opportunity to make it perfect. “
With a hip hop megastar as the featured character, players will have big expectations when it comes to Snoop Dogg Dollars. What can you tell us about the gameplay mechanics and key player features that the industry should get excited about?
Shavel: “Snoop Dogg Dollars is a game packed with personality, and here’s what makes it special! It brings Snoop’s unmistakable style and voice to life with signature voiceovers and an energetic vibe that sets it apart.
“The gameplay includes features like the Snoop Spin mode and Wild and Skull symbols that keep things fast-paced and engaging. One of the standout mechanics is the Cluster Pay system, where symbols group together for bigger wins, which has been a hit with both players and streamers.
“It’s not just about gameplay — it’s about the whole experience. The game is dynamic, fun, and full of winning opportunities, making it perfect for anyone who loves slots with personality and flair. If you’re looking for something fresh and unique, Snoop Dogg Dollars is definitely worth trying out!”
Players won’t be disappointed when it comes to the storytelling in Snoop Dogg Dollars with Snoop himself providing the voiceover. What can you tell us about this came to be and the impact it has on the player experience?
Gabriel: “Obviously having Snoop’s personal touch on it is huge. People play the game because they see his name, but the feel we wanted was like you were playing with Tha Dogg himself!
“Snoop’s signature is his voice. From his music to his general personality, his voice is part of what makes him so unique, so we knew that was going to be an important component. Most of the voice-overs were improv, brought about by Snoop just naturally enjoying the vibe of the game.”
An engaging player experience that really delivers is key to attracting Gen Z players. With such a recognisable celebrity as the focal point, what can you tell us about how the marketing strategy differed to the marketing of other games before to attract this demographic?
Shavel: “For a game like Snoop Dogg Dollars, featuring such a globally recognised celebrity, the marketing strategy naturally had to go beyond our usual approach. While we always pay special attention to key games in our portfolio, this one got the full treatment with a comprehensive global campaign across both B2B and B2C channels.
“One of the biggest advantages was having Roobet as a partner, given their existing collaboration with Snoop. The exclusive one-month release on their platform gave the title a major boost, thanks to Snoop himself streaming and reviewing the game. His involvement helped build awareness in a way traditional campaigns can’t match. We’re incredibly grateful to the Roobet team for their commitment and support throughout the process!
“As for measuring success, we look at key metrics like unique players, engagement, total bets, revenue, and online mentions across social media and the web. Players, streamers, and partners feedback also give us insight into the game’s impact on brand visibility. This helps us refine and improve BGaming strategies in real-time for maximum effectiveness.”
Feedback is everything when it comes to new slot games. What has the initial player reaction and feedback been to Snoop Dogg Dollars and what would you say the of success has been so far?
Gabriel: “Players globally have loved the game. Snoop himself plays the game and posts about it so obviously that’s gone down well with the social community.
“What’s been great is players have continued to play, and it continues to be one of the most popular and sicky titles. We’re very happy with how it turned out.”
How do you think this game helps to showcase BGaming as a trusted partner of some of the biggest names in the industry?
Shavel: “Snoop Dogg Dollars is our first game featuring a celebrity, and it marks a major milestone for us. This collaboration showcases our ability to partner with global icons while highlighting our reliability and expertise as a trusted partner for leading names in the industry.
“Working with renowned brands like Snoop Dogg and Roobet strengthens our reputation and takes our brand to the next level, both for players and business partners. It’s been an incredible journey, and we’re especially grateful to Roobet for their trust and support in making this project a success!”