Novel idea: The story behind BGaming’s new Alice in Wonderland-themed slot

From ancient folklore to the dawn of the novel and birth of modern multimedia, storytelling has been integral to the human experience. It is part of how we understand the world and connect with each other.

While the days of legends being passed down from generation to generation by the campfire may have gone, storytelling is more prominent than ever. It is behind the era of Netflix binge-watching, Instagram reels seen by millions, and the emotive or inspirational adverts that marketing gurus hope will coax us to buy particular cars, phones and soft drinks.

Ironically, most of the oft-repeated ‘facts’ that are supposed to prove the impact of storytelling appear to be tall tales. However, there is empirical evidence among the urban myths. For instance, an experiment carried out with students at Stanford University for the 2007 book Made to Stick found that stories are at least 12 times more memorable than statistics alone.

Fast-forward nearly two decades to the saturated marketplace of 2025, and narratives are increasingly used to cut through the clutter – and the right story behind a product or service can be the difference between a blockbuster success or an epic fail. If that is true for cheeseburgers and detergent, it is also true for slot releases.

Slots that stand out

In the mid-2020s, game studios must work harder than ever to ensure their new releases stand out from the crowd.

Slot players have countless titles to choose from each time they head to their favourite sites. Indeed, according to the latest figures, slots make up 80% of nearly 47,000 online casino games produced by about 3,500 studios worldwide.

So, there is an onus upon studios to create games that will enhance an operator’s site by immediately catching the player’s imagination and encouraging them to keep on turning the page and coming back for more.

Those titles that are to be successful have to offer attractive gameplay, striking visuals and innovative features, but there also has to be an overarching and compelling narrative that brings the package together.

Entering Wonderland

With its new Alice WonderLuck game, BGaming has turned to Lewis Carroll’s timeless classic Alice’s Adventures in Wonderland as a source of storytelling inspiration.

It is a smart choice; taking players down the rabbit-hole into a world with which they are familiar and featuring characters they already know. The look and sound of the game is built on that familiarity, while players acquainted with BGaming know they can expect generous and unique features.

BGaming’s team was immediately struck by the gameplay opportunities afforded by this famous tale. The novel, first published in 1865, is filled with vibrant characters, such as Alice herself, the White Rabbit and the Cheshire Cat. There are also unexpected twists and a dreamlike atmosphere, which makes it a perfect foundation for an immersive slot experience.

“The world of Alice is inherently playful and unpredictable, much like gambling itself,” says Alekseeva. “We believe that many players, regardless of age, are familiar with Alice’s journey. By modernising the characters, while preserving their essence, we’ve created an experience that resonates with both nostalgic fans and new audiences alike.”

Immersive visuals

With smiles as wide as the Cheshire Cat’s as they realised they had struck storytelling gold, the BGaming team enthusiastically embraced the Alice WonderLuck idea.

Everyone contributed concepts, engaged in brainstorming sessions, and debated every detail, from Alice’s personality to the perfect depiction of the White Rabbit. The result is a game infused with the studio’s collective creativity, making every spin feel like stepping into an adventure.

From Alice’s animations to the mysterious keyhole symbols, the details are all designed to enhance the game’s magical atmosphere.

“Visually, we aimed to highlight the surreal essence of Alice’s world,” Alekseeva says. “The Rabbit exudes an air of delightful oddity, while the Cheshire Cat appears and vanishes mysteriously, just as he does in the original story. Every design choice was made to immerse players in a slightly mad, yet utterly enchanting adventure.”

“Visually, we aimed to highlight the surreal essence of Alice’s world”

The design is not just about aesthetics, however. It also supports gameplay by making features intuitive and rewarding. “For example, the Cheshire Cat acts as a trickster, adding unpredictability, while the Rabbit’s eccentric look reinforces the game’s whimsical nature,” Alekseeva adds.

Special features

Beyond visuals, Alice WonderLuck introduces unique gameplay elements like the SpinUP mechanic, mystery symbols and the coin collection feature. Just like a good story, the features ensure an unpredictable and exciting experience. They also create a distinctive rhythm, making every spin feel dynamic and engaging while offering players a new way to explore Wonderland.

Mystery symbols play a crucial role in the game, appearing both in the base game and during free spins. Once a spin concludes, these symbols transform into identical low, high, wild or golden mystery equivalents. The Mystery SpinUP mode, patented by BGaming, offers players guaranteed or significantly increased chances of landing special features. In Alice WonderLuck, activating SpinUP ensures that every spin includes mystery symbols, which means more surprises and stronger engagement.

Meanwhile, the coin collection feature, activated by golden mystery symbols, fuses the fairytale atmosphere with the thrill of the game. These symbols can transform into different types of coins, each carrying their own value, ranging from bronze and silver to gold and ultimately the rare ruby coin, which offers the highest rewards. Once the re-spins come to an end, all the revealed coin values are totted up and applied to the total bet, creating a rewarding experience that keeps players engaged.

Player choice

As with other BGaming titles, player choice is important in Alice WonderLuck. The game isdesigned to offer something for every type of player. Perhaps, like Alice, they have a calm demeanour and enjoy a steady and familiar rhythm. Others, like the March Hare, crave the constant thrill of unexpected events.

For those who appreciate a more traditional gameplay experience, the base mode provides a balanced flow with exciting surprises naturally unfolding. On the other hand, thrill-seekers who yearn for a more dynamic and fast-paced experience can turn on the SpinUP mode, ensuring a continuous stream of mystery symbols and additional features.

For those who prefer immediate access to bonuses, the game includes two different ‘buy’ options that allow players to instantly trigger free spins. The first option provides at least three initial special card choices, while the second grants five choices, allowing for an even more rewarding round of free spins.

Streaming success

Thanks to its fusion of strong storytelling, exciting features and opportunities to win, Alice WonderLuck has made an immediate impact. It quickly caught the attention of streamers – a strong indicator of potential popularity – and was soon the subject of hundreds of online mentions, reaching 100,000s of people, according to Brands24 analytics. Furthermore, 35 videos on YouTube and TikTok highlight big wins, with CasinoLytics reporting a total streamer reach of almost 350,000 views.

To market the game effectively, BGaming is leveraging partnerships with streamers and influencers who thrive on showcasing high-volatility gameplay. Social media campaigns, direct collaborations with casino operators, and targeted promotions will help to engage both new and experienced players.

BGaming designed the game to appeal to a global audience but believes it will be most popular in Western and Eastern Europe and Latin America, and within the crypto gaming community. This is because these regions have shown a strong preference for high-volatility cluster slots, making them a natural fit for the game’s mechanics.

Mass-market reach

While catering towards regular gamers with refined tastes who enjoy feature buy options and flexible betting, Alekseeva believes Alice WonderLuck also has a mass-market reach.

“It serves as a great entry point for casual players, offering an enticing combination of a high hit-rate and high volatility, ensuring that every session feels dynamic and rewarding,” Alekseeva says.

Despite its immediate success, BGaming is closely analysing player feedback and in-game statistics to understand which features and mechanics resonate the most. While the Alice’s Adventures in Wonderland theme will remain its core, some elements could be enhanced and expanded to meet customer demand.

As Alekseeva explained: “If players particularly enjoy the coin collection mechanic or free spins variability, we may enhance these elements in future updates – or even explore a spin-off featuring other Wonderland characters. This ongoing dialogue ensures we continue delivering exciting and engaging content.”