Cracking the Game Growth Code: Lessons from SciPlay
In this latest episode of the podcast, Mishka Katkoff sat down with Cameron Stewart, Group Vice President, US Game Development, at SciPlay, to uncover the keys to their continued success in the social casino space. SciPlay’s stats speak for themselves—six of their games consistently rank in the top 30 social casino games, a significant achievement in such a competitive market.
Building on our previous conversation with SciPlay CEO Josh Wilson, this episode dives deeper into the company’s growth strategy, talent approach, and staying ahead in the fast-changing world of gaming. Cameron offers insights into live operations, monetization, and the strategic decisions shaping SciPlay’s approach.
Staying Focused: SciPlay’s Strategy for Market Leadership
In an industry where the pressure to diversify and chase the next big trend is constant, SciPlay has taken a different approach: doubling down on what they do best. Cameron shared how the company chose to stick with its roots in the social casino market, resisting the temptation to jump into new genres.
A few years ago, SciPlay faced pressure to expand beyond social casino as analysts warned the market might be nearing its peak. While competitors pivoted, SciPlay recognized that the social casino space was far from saturated—it was wide open. At the time, SciPlay held about 11.5% of the social casino market, making them the third-largest player, but with 50-60% of the market still up for grabs, they saw a massive opportunity to grow without changing direction. Cameron summed it up:
“We’ve been hearing for years that social casino is going to be flat. But we saw the potential and doubled down on gaining market share.”
Rather than chasing after new genres, SciPlay focused on operational excellence, refining their existing games, and deepening player engagement. This focus paid off, as the company captured significant market share in the past few years.
A big part of this strategy was the integration into Light & Wonder, a cross-platform games company known for creating physical slot machines, i-gaming products, and innovative game experiences that connect content, hardware, and systems across platforms and channels. As Cameron explained, being part of a larger family meant they could focus on long-term growth rather than constantly trying to satisfy the short-term demands of investors. “We make decisions that are best for us and for the wider family of Light & Wonder,” he said.
Mishka also pointed out that being part of a larger company means they don’t need to force a growth narrative just to please analysts. "You don’t have to generate an investor narrative by diversifying your portfolio for the sake of optics,” he noted. "This allows you to focus on what really matters."
A Balanced Growth Philosophy
This doesn’t mean SciPlay isn’t evolving. Cameron explained that while their core products remain the priority, the company continuously evaluates opportunities to scale where it makes sense.
“If you haven’t changed the way you make games three years ago, you’re probably failing in this space right now,” Cameron Stewart noted, reflecting on the rapid evolution of player behaviors.
At SciPlay, innovation is about refining what works rather than rushing to launch something new for the sake of it. Features are carefully tested and only introduced when they meet high standards, as the company understands that players today expect polished, feature-rich experiences from the very beginning.
The company’s evolution isn’t just about adding new features—it’s about ensuring their games resonate deeply with players. This requires a careful balance of data, player feedback, and an innate understanding of the player experience. SciPlay’s team is guided by a strong sense of empathy, with a focus on creating games that genuinely engage and excite players.
Bridging Digital and Physical Gaming
SciPlay has a rare advantage: an ecosystem of top-performing games that act as their own testing ground. With six games in the top 30, their teams constantly share insights, features, and best practices across projects.
This internal synergy has only grown stronger since the acquisition by Light & Wonder. Together, the companies form a powerful feedback loop, leveraging their strengths to redefine both digital and land-based casino gaming.
Cameron shared that 93% of SciPlay players visit a casino at least once a year, and many make upwards of 20 trips annually. This significant crossover creates unique opportunities to align products and strategies across platforms.
Key highlights of this collaboration include:
Game Experimentation:
SciPlay’s digital platforms offer a sandbox for rapid testing. Mechanics, themes, and features that succeed in digital games can inform the design of physical slot machines, and vice versa.Social-First Machines:
For the first time in the industry, SciPlay debuted two social casino games that later transitioned to physical slot machines on casino floors. This cross-platform innovation demonstrates the creative potential of the partnership, with more launches already in development.Simultaneous Releases:
SciPlay and L&W are aligning their product roadmaps to release digital games and slot machines simultaneously. This strategy capitalizes on the shared audience and builds excitement across both platforms.
Cameron highlighted how this collaboration has grown over the last two years, calling it “a phenomenal partnership” that has strengthened both companies. With SciPlay’s player-first approach and L&W’s expertise in land-based and i-gaming experiences, the synergy has paved the way for mutual growth and groundbreaking innovations.
What Other Genres Can Learn from Social Casino
When Cameron was asked what key lessons from social casino he would share with other game genres, his response was straightforward: the key to success isn’t just about adding new features—it’s about mastering operations and keeping things running smoothly.
“Rethink everything you know about game development. Whether you're new to the industry or have been around for years, the landscape is always changing. You need to test new strategies, be ready to evolve, and not be afraid to throw out what isn’t working.”
Cameron also highlighted the importance of hiring people who can think critically and adapt, rather than just looking for experience. SciPlay’s team thrives because they bring curiosity and adaptability to the table, always staying ahead of shifts in the market.
In the end, it’s not about chasing the latest feature or trend. It’s about optimizing what you already have, ensuring it’s polished and delivering the best experience for your players. SciPlay’s success stems from their focus on operational excellence and their ability to evolve with the needs of the social casino space.
