When your business has been built on a truly unique product that only you can supply to the masses in its finest form, it can be difficult to know where to go next. Some brands end up expanding into new areas, watering down the offering, and losing out. Others stagnate and eventually get left behind.
In the case of the new gambling game type called Slingo, the path to reinforcing the unique product was to broaden its scope. This includes tweaking the formula and the way in which the product is presented, but based on its continued prevalence, it looks like the approach worked.
Launching a Unique New Product
Online gambling, even with new digital renditions, is pinned by the classics. Table games, slots, and betting have essentially been the same for decades. So, it was always going to be tough for the brand-new Slingo bingo to cement itself in the sector.
As is so often the case, the innovation of slingo came by way of combination. The original game gave players an American-style bingo card with a one-row slot underneath. With a handful of spins and the slot symbols aligning to the card above, players sought to spin the numbers in the right columns to tick them off and score bingo lines.
Even with the game wearing its inspirations on its sleeves, the novelty of this combination made it stand out and collect an audience. The developers and platforms that took on the new Slingo games decided to harness the unique selling point, creating dedicated sections for the game and making it easy for fans to find it.
Building from an Impressive Launch
Source: Pixabay
A lot of the initial clicks and taps on Slingo will have been for pure intrigue. However, the straightforward nature of the gameplay that combines two very clear-cut forms of gambling worked well and earned a following. Seeing the success of the original Slingo, its creators decided to expand and truly fix the new game type alongside the mainstays.
To do this, the developers decided to lean into different themes and tweak the formula. The natural first step was to create new Slingo games based on hit slots. Slingo Da Vinci Diamonds and Slingo Starburst were made in the theme of those classic slots, and so, they offered extra appeal to their armies of players.
Later, Slingo ventured into new themes on its own. Slinguini Slingo, Bingoton Slingo, and Slingo Journey to Asgard embrace the themes of Italian food, the show Bridgerton, and Norse mythology to increase the scope and appeal of the game type as a whole. In each of these, the formula is mixed up, such as with a dual card in Bingoton.
It showcases a process of product diversification. More specifically, Slingo’s approach has been to continue with concentric diversification. This way, similar products are added to the range while creating more variety for fans. It increases the section’s appeal while staying true to what made the product unique in the first place.
Slingo managed to uphold its unique selling point and strengthen its brand by embarking on a steady pace of concentric diversification. It’s a sound case study for other businesses looking to grow from one key product.