The science behind the spin: Playson’s data-led approach to crafting hit sequels

Coin Strike: Hold and Win is one of Playson’s top-performing releases. What were the key signals that told you it was time for a sequel?

Coin Strike: Hold and Win has been a top-performing title in our portfolio for over two years, and that level of sustained success was the strongest indicator that it deserved a sequel.

We’ve seen firsthand with titles like Royal Coins 2: Hold and Win, 3 Pots Riches Extra: Hold and Win and Thunder Coins XXL: Hold and Win that well-executed sequels can even surpass the original in performance. Coin Strike had already established strong recognition among both players and operators, which gave us a solid foundation to build upon.

Additionally, with increasing market competition and the abundance of new releases, players tend to gravitate toward familiar game names they trust. Sequels offer that sense of recognition while giving us the opportunity to innovate. From a business perspective, the original game’s strong financial performance across multiple markets made it a clear candidate for further investment and expansion into a game family.

From a product owner’s standpoint, what lessons did you take from the original Coin Strike that shaped the vision for its sequel?

One of the key lessons from the original Coin Strike was the importance of preserving the game’s core energy and atmosphere — its fast-paced rhythm, vibrant visual style, and powerful soundtrack. Players connected strongly with that dynamic experience, so it was important to carry that essence into the sequel.

However, we also identified areas for improvement. For instance, in the original game, if a collector symbol appeared late in the bonus round, its impact on the overall win was limited. In the sequel, we introduced the Super Strike feature — a powerful mechanic that can radically shift outcomes, especially when triggered in the later stages of the bonus game. This not only increases volatility but enhances engagement and unpredictability.

We also expanded the game grid, which opens up more opportunities for players to land valuable symbols, and introduced a buy bonus feature with several options. These additions give players more control and variety in how they engage with the game, all while keeping the core of what made the original successful intact.

Visual identity plays a big role in player retention, particularly across series. How did you approach the design of Coin Strike 2: Hold and Win to feel both familiar and fresh?

When approaching the visual identity of Coin Strike 2: Hold and Win, our goal was to strike the right balance between familiarity and innovation. We wanted players to immediately recognise the game, while also clearly communicating that this is a new and upgraded experience.

To maintain continuity, we preserved the signature elements that defined the original — the electrifying blue background, energetic fruit symbols, dynamic lighting effects, and of course, the iconic rock soundtrack. These components create a sensory experience that players associate with excitement and high impact.

At the same time, we introduced a larger game grid (from 3×3 to 3×4) and enhanced the visual treatment of key features, such as the Super Strike symbol. This required careful design work to ensure it felt more valuable without clashing with the game’s established aesthetic. We used new animations, golden lightning effects, and layered audio cues to make these moments stand out.

The result is a sequel that feels instantly recognisable to fans of the original, but also offers a fresh, high-stakes feel that reflects its evolved gameplay and expanded potential.

How is Playson keeping the Hold and Win mechanic engaging and new, without doing away with what already works?
At Playson, we see the Hold and Win mechanic not as a fixed formula, but as a versatile foundation that can be refined, reimagined, and expanded with each new release. The key to keeping it engaging lies in preserving the core thrill that players love, while introducing fresh layers of gameplay. By alternating and enhancing features within core Hold and Win, we strive to give players more diverse gaming experience and appeal to different playing styles.

We also carefully fine-tune each title’s math and visual pacing to ensure that the mechanic feels intuitive, fast, and rewarding — all while aligning with evolving market expectations.

“We carefully fine-tune each title’s math and visual pacing to ensure that the mechanic feels intuitive, fast, and rewarding”

For us, keeping Hold and Win engaging is not about reinventing the wheel, but continuously enriching the journey it offers.

Have you seen any different Hold and Win trends across jurisdictions?

Hold and Win continues to demonstrate strong global appeal, and while the mechanic performs consistently well across most markets, we do observe nuanced trends by region.

For example, in Eastern Europe, players tend to favour classic fruit-themed Hold and Win games with straightforward gameplay and high-frequency bonuses. These markets value familiarity and reliability.

In Italy, we’ve seen enduring success from some of our older themed titles, suggesting that local audiences are loyal to well-established slots with distinctive visual identity.

There’s rising demand for higher volatility and innovative math models in some regions, and Hold and Win games in these markets often succeed by offering extreme win potential, diversified feature sets, or unique audio-visual styles.

Across the board, however, what remains consistent is the mechanic’s universal simplicity — it’s easy to understand, scalable across mobile and desktop, and lends itself well to visual variation and feature evolution. That’s why, as we expand our reach, Hold and Win remains a central pillar in our roadmap — adaptable to market preferences, yet unmistakably Playson.

How do sequels and game families fit into your long-term product strategy at Playson?

In today’s saturated iGaming landscape, players are overwhelmed by choice. When a game resonates with audiences, creating a sequel allows us to capitalise on that existing engagement while introducing fresh features that extend its lifecycle.

From a business perspective, game families offer a data-driven way to build on top of the successes of games with similar mechanics. We already understand what players like from the original, and we use that insight to refine gameplay, visuals, and mechanics in the follow-up. It also supports stronger communication and positioning with our operator partners — they know what to expect from the franchise, and that trust translates into better placement and performance.

Ultimately, sequels are not just follow-ups — they’re milestones of growth, both for the product and for Playson.

Finally, what does Coin Strike 2 tell us about where Playson is headed as a studio – what should operators expect from your roadmap in H2 and beyond?

Playson is headed toward deeper game engagement, sharper feature innovation, and a portfolio strategy that blends consistency with evolution. Coin Strike 2: Hold and Win shows our focus on refining what works, rather than chasing gimmicks.

For H2 and beyond, operators can expect a continued emphasis on high-performing, retention-driven content. We’ll be launching more titles based on performing mechanics, while also exploring new ones, and expanding our buy bonus feature variations. Our goal is not to flood the market with volume, but to deliver high-quality stronger titles that contribute real value. With that said, expect higher games density from us in the future.