Inside this Thunderkick interview
Johan Granberg, Head of Account Management at Thunderkick, talked to GamblerID about how the Stockholm studio keeps its hand-crafted style while releasing faster. He also covers why familiar characters keep coming back, which markets come next and what the operator side of the business looks like. Thunderkick has been independent since 2012 and now has, in Johan's words, around 100 people under one roof. Its 100th game, 3 Wildos, launched on 22 April, and nine more titles have followed since May. The interview sits in Publications next to the rest of our industry coverage.
Johan Granberg on joining Thunderkick and the team behind it
What does your role at Thunderkick involve, and how did you end up there?
I'm head of account management, so I look after our relationships with operators. Before Thunderkick I worked for some of the biggest studios in the industry. When the chance to join came up, it felt like a fun new challenge, and the quirky games were a big attraction.
Do you have a favorite among Thunderkick's slots?
Hot Potato, without a doubt. It plays fast, it's fun and it stays unpredictable. Hot Potato Battleground, live since 23 September, drops the same chaos onto a battlefield. Among the older games I'm also a fan of Fruit Warp and Birds on a Wire. More new content is on the way, starting with Greedy Pumpking for Halloween.
How big is the team, and where does it work?
We all sit under the same roof in Stockholm, and right now we're around 100 people. The team keeps growing. Fredrik Lagerträd was appointed CTO in February, Lina Bratt came to the commercial team as a key account manager in April, and we've been expanding our mathematicians team.
What does being independent change in your daily work?
Independence is a big advantage for us. As I said, being under one roof means we can make decisions quickly and adjust our strategy on the go.
Releases, sequels and what surprised the team
After 3 Wildos, your 100th game, nine more titles have launched since May. How do you keep the hand-crafted feel at that pace?
The pace is higher, but our focus on quality and creativity hasn't changed. A game still starts as an idea. Designers, developers and mathematicians build and balance it, and it is tested extensively before it ships. At every stage we check that it feels unique and true to Thunderkick. Our games team is very talented, and the ideas keep coming. We would rather make games that are fun and memorable than add another title to the market.
Johan GranbergHead of Account Management, Thunderkick
We would rather make games that are fun and memorable than add another title to the market.
Several recent releases return to familiar worlds, such as 3 Wildos, Midas Golden Touch: Thunder Pots and Hot Potato Battleground. Is there a common thread across this year's launches?
Players like revisiting favourites, and our characters are a big part of that. Series such as The Wildos, Midas, Hot Potato and Esqueleto Explosivo keep coming back. At the same time we build new worlds, and Temple of Akhet and Serpentico Smash are recent examples. What connects all of them is what I said earlier: they should be fun and memorable, and they should feel like Thunderkick.
Which games would you point a new player to first?
The Esqueleto Explosivo series, the Midas Golden Touch series and, of course, my personal favourite, Hot Potato. The Wildos series gets an honourable mention.
Was there a feature that did better than you expected?
Yes, our three-pot games and the feature we call Thunderpots. It has clearly connected with players, and we're very happy with how it has been received. I can't say too much yet, but there might be more Thunderpots in the future.
Johan GranbergHead of Account Management, Thunderkick
I can't say too much yet, but there might be more Thunderpots in the future.Markets and features
Which markets are you pushing into, and where is the growth coming from?
Italy is a massive market for us, so it's always a priority to be live at the biggest operators there, and our partnership with DAZN Bet is part of that. We also see our traffic in the UK growing massively, and the partnership with Bally's this spring supports that. In the Nordics we recently launched with Norsk Tipping. We keep an eye on all regulated markets, and when a new one opens we will evaluate it.
Ante bets and feature buys divide opinion in several regulated markets. How do you handle that?
Most of our games have an ante bet, which we call Bet+, and a feature buy. Both are switched on only in markets where they are allowed. Competition is intense and players are bombarded with new games, so it matters to have the tools they expect while keeping what makes Thunderkick unique.
Working with operators: the account management view
Which Thunderkick games do operators ask for first?
The ones with characters players already know. When Norsk Tipping launched, it started with Esqueleto Explosivo 2 and Midas Golden Touch. Veikkaus in Finland picked the same two plus Hot Potato. Esqueleto Explosivo 3 and Pink Elephants are popular in every market we work in, so they are an easy place to start.
Do players in different markets want different things?
Some games travel well, and the two I just mentioned are the best examples. UK players also like unique themes and stories, which suits us. The rules differ between markets and keep changing, so compliance needs constant attention from our side. We want the games to stay fun and safe wherever they are played.
How does a launch with a new operator work from your side?
It depends on the market and on how the operator connects. In Finland, for example, we went live with Veikkaus through EveryMatrix. My part is to make sure the operator knows the catalogue, picks games that fit its players and is ready for launch day. After that we keep talking about how the games perform.
How have player expectations changed, and what does that mean for the games you offer?
Players expect more than they used to: better graphics, engaging stories, interesting features and games that work well on mobile. Most of them now prefer mobile because it is easier to play on the go. Our answer has always been the same. We make games that are different, with creative designs and a strong personality.
Johan GranbergHead of Account Management, Thunderkick
Our answer has always been the same. We make games that are different, with creative designs and a strong personality.Trust, transparency and AI
What should a player check before trusting a slot provider?
Transparency matters most. Players should be able to find clear information about a game, including the RTP, the volatility and the features. I would also look at the provider's reputation and whether it releases games consistently. And it's worth checking that the provider takes responsible gaming seriously.
For reference, Thunderkick is licensed and regulated in Great Britain by the Gambling Commission, and the studio's website also shows Malta Gaming Authority, Spelinspektionen and AGCO logos.
Where does Thunderkick draw the line on using AI tools?
For us, the player experience and the creative idea always come first. We're open to new tools where they can support the team and make the process more efficient, but we don't want to lose the human creativity and personality behind our games. A game still has to feel like a Thunderkick game, and that means it has to be made with the player in mind.
What comes next
Where would you like Thunderkick to be in a few years?
We'll keep growing and aim to be even more of a studio to be reckoned with. The next games are already taking shape, and Shark Park is on the way after Greedy Pumpking.
Thunderkick's own 100-game post includes a line that fits here: "Here's to the first hundred - and whatever trouble the next hundred brings."
