Major operators increasingly want fewer games, not more, even as AI promises to accelerate slot production, according to 4ThePlayer’s Henry McLean.
4ThePlayer’s Henry McLean
Artificial intelligence could divide the slot industry between rapidly produced games and boutique content over the next year, according to 4ThePlayer Co-Founder and Commercial and Marketing Director Henry McLean, who believes both approaches can coexist as operators become more selective about which titles they offer.
Speaking to Gambling Insider following G2E 2026, McLean discussed the growing demand for fewer game releases, backed by detailed performance data; Alberta’s slow start; U.S. iGaming expansion; and regulatory uncertainty in Brazil.
This interview has been edited for brevity and clarity.
AI’s ‘Fast Fashion’ Future
Gambling Insider: Macquarie was positive on slot suppliers following G2E and highlighted how Light & Wonder is using AI to significantly reduce development times. You’ve previously said that 4ThePlayer wants to remain a boutique studio. Is that still the approach?
Henry McLean: 100%. So the focus is still boutique. AI was literally the word in every conversation at G2E. It’s really interesting because some people are really scared and really worried.
We’ve embraced AI since day one, so I built a model called Mini Henry, which my team and I use. It has all the information about our games, and I use it multiple times a day. So we use tools, but the approach is still very much a boutique one.
I think the biggest thing that’s going to happen in the next year or so is that there’s going to be a split in content. So you’re going to have your fast-fashion games, which are your quickly created AI games, and then your boutique games, like us.
It’s like the high street, really. You’ve got your fast fashion, and then you’ve got your Italian boutiques. People like both, but some people prefer the boutiques.
GI: At the beginning of the year, you predicted that 2026 would be a year of curation. Are you seeing that happening?
McLean: It’s happening more and more. It’s interesting because, depending on the customer you speak to, some are launching more, but a lot are launching less.
When I talk to the really big UK and European operators, they want fewer games. So they’re saying, “I’m releasing fewer games. Tell me why I should launch this game. Show me the data and tell me why it deserves a place on my roadmap.”
It’s all about data. And also, math is really key now.
It was really interesting. About 10 years ago, operators were like, “Okay, yeah, it looks really good. It sounds great.” But now they want every single stat about the math experience because they know what works for their players.
GI: With thousands of slot titles available, it can be difficult for players to find their favorites. How does that influence your approach to developing new games?
McLean: When we’re creating games and looking at our roadmap, we try to make sure we’re including familiar favorites, so sequels, things that players will instantly recognize, and then one or two games per quarter that are different and try something new.
So players have got that familiarity. When they see it, they think, “Oh yeah, I played the last one,” but there’s always something different.
We’ve just done 3 Cash Chameleons. That’s one of our new titles. It’s quite different. It’s a proven mechanic that the player should recognize and go, “Okay, I know what’s going on.” But it’s a chameleon theme, which is quite different.
Why U.S. Players Prefer Simpler Slots
GI: What differences do you see between North American and European slot players?
McLean: They’re very different. The North American player prefers a simpler game or a more traditional game, something that’s quite straightforward and easy to follow. In contrast, the European player likes a bit more advanced gameplay with more features and different things to unlock while going on a longer journey.
The U.S. player has grown up on the traditional games because if you go to any casino in the U.S., and there are lots of them, they’re all full of traditional reel-based slots. So when they play online, they’re looking to recreate that experience.
GI: Why do you think U.S. players favor that simplicity? Is it mainly familiarity with traditional slots, or could there be something else behind it?
McLean: I think it’s maybe that it’s not as mature a market compared with other markets.
The players haven’t been playing for long, so they’re still getting to grips with what wilds are, for example. Payline games are really popular out there because they’re really easy to understand, and that’s what players have been growing up with.
So I think maybe over time, as the market evolves, there will be space for more complicated things. I don’t know. I’m not sure.
Maybe it’s just a cultural thing as well. They like their entertainment more straightforward and easier to follow.
North American Growth and Market Challenges
GI: Alberta is one of your newest markets. How has the launch gone for 4ThePlayer, and how does it compare with Ontario?
McLean: Alberta’s been a slightly slow start for us, but I kind of predicted that was going to happen because when a new market opens, and everyone launches on day one, players find it hard to discover the content.
So it’s about working with the operators to surface content over time and focus on exclusives, marketing, and that kind of thing.
In terms of market size for us, Ontario will obviously be bigger, but it is a really good market for us, and hopefully, Alberta will get there. At the moment, it’s quite slow for us.
But I’m confident it’ll pick up.
GI: U.S. iGaming expansion has been slow, and Maine is developing its online casino regulations. Is it a market you’re considering?
McLean: We look at every state and every opportunity, but it is a very small state, so it needs to be commercially viable for us.
So we’ll probably wait and see if it’s an opportunity worth pursuing, because hopefully we’ll be able to look at the numbers and say it is. But realistically, it might be too small an opportunity for us.
Editor’s note: Maine’s proposed iGaming rules remain open for public comment through Oct. 30. Gambling Control Unit Executive Director Milton Champion recently told Gambling Insider that a first-quarter 2027 launch is more likely than one launching before the end of 2026.
GI: Which U.S. markets are most important to 4ThePlayer today, and where do you see opportunities for growth within those markets?
McLean: It’s mainly about Pennsylvania, Michigan and New Jersey for us. They’re the big ones, as you’d imagine.
We’re continuing with the strategy. Five Flaming Dollars was a massive hit for us and continues to perform. So we’re leaning into that.
We’ve just released Five Flaming Dollars Hotspots, a follow-up that takes it in an interesting direction. And we’re creating a suite of games in the Five Flaming Dollars series and leaning into that.
But in terms of expansion, we’re just hoping more states open. That’s the dream, isn’t it?
GI: Coming out of G2E, what was the industry’s outlook for further U.S. iGaming legalization in 2027?
McLean: It was really interesting at G2E. Everyone’s got a slightly different opinion, but everyone was saying the same thing: it looks unlikely we’ll get new states next year.
But in Canada, maybe we get some more markets opening there because people have seen what Alberta did in creating its framework, which is very similar to Ontario’s.
So it would make sense if we had more in Canada.
GI: We’ve seen 4ThePlayer content on U.S. sweepstakes casinos through distribution partners such as Relax Gaming. How do you view that sector, given the regulatory uncertainty, and how do you control where your games are offered?
McLean: We fully control where our content goes, which is great. And we’re in the states where it’s legal, but obviously, it’s not a long-term opportunity.
We’re focused on real-money gaming.
Retail Expansion and a ‘Proud Parent Moment’
GI: Earlier this year, 4ThePlayer expanded into retail gaming with Ladbrokes. How has that performed?
McLean: It’s really good. As a small games developer, it’s quite a proud parent moment when you go into the shop, and you see your game on a cabinet, and you have a little play. It’s brilliant.
We’re also in pubs and clubs in the U.K., so we’ve got a deal with Reflex. We use their distribution, and they do some games for us. Commercially, it’s good, but I’m a big believer in the psychology of it as well.
Because if you’re in a bar and you see a slot machine, even if you don’t play that game, when you next go to a casino and look at it on your mobile, you go, “Oh, that’s the game I saw in the pub,” and click.
So it definitely all adds up. We’re also working on an exciting project in that space, but unfortunately, I can’t talk about it.
GI: Could that expansion also extend to the U.S., given the size of its land-based casino market?
McLean: It’s huge [the U.S. commercial casino industry]. No, it’s not a U.S. opportunity like that. It’s the UK and Europe. Hopefully, we’ll be able to announce something on that soon, and we’ll be in more places with more physical machines.
GI: How’s the U.K. performing, being such a mature market?
McLean: Obviously, taxation is frustrating, and the regulatory landscape is ever-evolving. But it’s a great market for us. Obviously, being based here, it’s a market that we work closely with.
Finland’s also really good for us. We have a great relationship with Veikkaus, and we’re doing really exciting things with them. And obviously, that market’s evolving and changing next year. So it’ll be interesting to see what happens there, as well as in Sweden and Italy.
But our focus is mainly the UK, Finland and the U.S.
Editor’s note: Finland is moving toward a licensing system in 2027, replacing state-owned operator Veikkaus’ monopoly.
Brazil’s Betting Ban Creates Uncertainty for Suppliers
GI: Brazil’s recent betting prohibition was a surprising development, even though it had been discussed for some time. What was your reaction to that?
McLean: We were fortunate compared to a lot of people I’ve spoken to because we had quite small numbers in Brazil.
Obviously, we were starting to focus on it more, but we were fortunate that we hadn’t got big numbers there. It wasn’t a key market for us.
I’m not always an optimist, so I like to think that the right thing will happen, and it will reopen. But I think it’s unlikely, and it’s frustrating for people like our customers who spent money on licenses, branding, recruitment, etc.
Editor’s note: Brazilian President Luiz Inácio Lula da Silva signed a provisional measure banning fixed-odds betting, including online casino games. Betting sites and apps shut down on Oct. 6. The measure took immediate effect but must be approved by Congress within 120 days to become permanent.
GI: Was there much discussion about Brazil at G2E? Do you think the presidential election or congressional action could change the situation and potentially reopen the market?
McLean: It’s really tricky to say, isn’t it? It could go in any direction.
The fact that this happened in the first place is slightly bizarre, given that they created an entire framework and legislation. This kind of thing normally happens when the legislation’s about to go, not when it’s been live for a long time.
So yeah, I’m optimistic, but I think if you’re realistic, it probably won’t happen.
Looking Toward 2027
GI: Coming out of G2E, where do you see the supplier industry heading in 2027? What’s the supplier environment looking like?
McLean: Technology is evolving, which is cool and exciting. As you mentioned about AI, that’s exciting. Also, phones are evolving again. We’ve got the iPhone Duo going live soon, and I think that’s really interesting. It’ll be very exciting to see how that changes gameplay.
