4ThePlayer is a boutique slot studio founded in 2018 by industry veterans behind Ash Gaming (later acquired by Playtech). Its focus is simple: creating innovative and genuinely fun games for players.
With a “boutique, not factory” approach, the studio releases around 10 titles per year, each crafted with high attention to detail. It is known for its player-first philosophy, innovative mechanics such as Money Ways™, Big Reel Portrait Mode™, and Boosting Fortunes™, and for global hit franchises including 4 Fantastic Fish, 9k Yeti, 5 Wild Buffalo, as well as collaborations with Yggdrasil.
Its games are available in key regulated markets — Brazil, the United Kingdom, Europe, and the United States — through partners including Yggdrasil, Relax, and Gaming Realms.
GMB - 4ThePlayer was founded with the concept of being a “boutique, not a factory.” What motivated you and your co-founders to take this more artisanal and selective approach in an industry dominated by high-volume releases?
Henry McLean - We saw an opportunity for a studio that focused on quality and care rather than being part of the content machine. A lot of providers were chasing volume, and we felt the industry needed someone doing the opposite - fewer releases, but ones made with real thought and passion, by players for players!
Every game we make gets the full weight of the team behind it. As we’re players ourselves, we understand what makes a slot exciting and what can make it frustrating. That player mindset drives everything, from the concept to the math to the design.
How does this approach impact the creative process and your relationship with players?
It gives us space to think. When you’re not frantically trying to fill a release schedule with endless games for the sake of it, you can actually spend time polishing every detail, the maths, the pacing, those little touches that make a game come alive. Don’t get me wrong, we’re a super busy, agile team, but our approach lets us put more into every game we create.
We always ask, “Would I enjoy this?” If the answer’s no, it doesn’t leave the studio. That honesty keeps us close to players, as well as the games we create.
4ThePlayer is known for its original mechanics such as Money Ways™ and Boosting Fortunes™. Where do these ideas come from, and how do you balance innovation with accessibility?
Many of our ideas stem from our own frustrations as players. With Boosting Fortunes™, we wanted an exciting prize that was active, not just sitting there gathering dust and frustrating people. We wanted it to feel alive and rewarding.
In so many games, you see big features that rarely do anything. With ours, you can actually see them in action - they build, they trigger, they pay. It keeps the experience lively and satisfying rather than static.
There is also a lot of very clever math behind the scenes, so the player feels the excitement but less of the frustration.
When we talk about innovation, it’s always about improving the experience without overcomplicating it. That balance between excitement and integrity is what features like Boosting Fortunes™ are all about.
Do you believe innovation today lies more in creating new mechanics or improving the player experience within familiar concepts?
Both matter, but I think improving what’s familiar often has the biggest impact. Players like a sense of recognition, but they also want a fresh twist. We focus on those smart little changes that make something familiar feel exciting again - different enough to intrigue you to take it for a spin, but with a ‘hug of familiarity’, if that makes sense.
The company already operates in several regulated markets, including Brazil. What sparked 4ThePlayer’s interest in the Brazilian audience, and what particularities do you see in this market?
Brazil has an incredible energy about it - both in the culture and in the player base. We really felt that when we made 4 Fantastic Fish: Amazon Adventure, which had strong Brazilian input from our creative team.
Our Creative Director, Thomaz, is Brazilian, and most of our art team is based there. I think that gave the game a genuine feel rather than something that just “looked” Brazilian. The result was something authentic, vibrant, and full of life - just like Brazil itself.
Regulated markets are very much our focus, and Brazil is an exciting part of that story. We already operate in regulated markets all over the world, so entering Brazil when regulation came in was a natural next step for us.
Brazil is currently undergoing a period of regulatory consolidation in iGaming, with new rules, taxes, and an expanding sports betting landscape. How do you view this context — more of a challenge or an opportunity?
I would say a huge opportunity! We respect and appreciate regulation as it not only protects the player but can also give the market structure and longevity. Yes, it brings challenges, but they often push the industry to raise standards.
For us, it’s exciting. Brazil is one of the most dynamic markets in the world right now, and we’re proud to be a small part of its growth story.
Since regulation came into effect almost a year ago, what’s your perception of how the Brazilian market has evolved? Does the regulatory model encourage innovation and competition?
It’s evolved fast and in a positive direction. You can already see players responding to quality content. That’s good news for everyone, I think, as the market matures further, we will see a split we are starting to see in other markets, where you have commodity game suppliers and boutique game suppliers.
What are the main challenges for an international company like 4ThePlayer to establish and grow in Brazil?
Localisation is always key and it’s about more than language. That’s where having Brazilian creatives in the team makes all the difference. The other challenge is visibility in a busy market. But our boutique style helps us stand out; players can tell when something’s been made with care and passion, and as they do in other markets, seek out our latest game.
How has the penetration of 4ThePlayer games in the Brazilian market been so far? Do you notice any differences in player engagement compared to other Latin American countries?
The reaction’s been really positive. 4 Fantastic Fish: Amazon Adventure in particular struck a chord, which makes sense as we specifically had Brazil in mind when creating it.
I think what is interesting about the Brazilian market is that players seem to value games that are engaging and easy to connect with. They want to get into the fun quickly and feel the excitement from the start. That doesn’t necessarily mean simple - it means clear. Features should make sense straight away, even if there’s depth underneath.
That mindset actually fits with how we design. Some of our games are quite complex under the hood, but the experience always feels natural and fluid. The story should unfold with every spin, not be something you have to decode. It’s entertainment first, and that’s exactly what Brazilian players respond to.
Do you already have local partners or ongoing business relationships with licensed operators in Brazil?
Yes, we’re already working with a number of operators in Brazil and expanding those relationships with some exciting exclusives coming! For us, it’s always about partnership - learning what works locally, and building long-term collaborations that benefit players.
We do this via our platform partners Yggdrasil, Relax, and Gaming Realms, as we don’t operate our own platform. That setup lets us focus on what we love most, creating great games. It’s a model that keeps us agile, creative, and able to bring our content to players in Brazil quickly and effectively.
Considering recent economic measures and the increasing formalisation of the sector, do you believe Brazil could become a regional hub for iGaming innovation?
Absolutely. Brazil has incredible creative talent, strong tech skills, and a real passion for entertainment - it’s a country that lives and breathes fun. There’s this natural energy, optimism and flair for creativity that shines through in everything from music to design, and you can feel that same spirit in the iGaming scene. Combine that with a clear regulatory framework and a growing professional ecosystem, and you’ve got all the right ingredients for Brazil to lead the way.
What can the Brazilian market expect from 4ThePlayer in the coming months?
You’ll see a mix of sequels and brand-new concepts - including some fresh mechanics we’re really proud of. Our aim is simple: deliver great entertainment that feels personal and relevant, while keeping that signature 4ThePlayer polish and signature experience.
One great example is our latest4 Fantastic Vikings Go Ice Fishing, it's the sequel to one of our top games and such a fun, engaging game to play.
How do you see the future of slots and digital entertainment in a world where audiences demand fast, interactive experiences?
Players want excitement from the first few spins - the old “wait for the bonus” model is fading. People want action straight away. It’s thought that the average attention span is now under ten seconds, and you can see that reflected across all types of entertainment - short videos, faster content, instant feedback. Slots are no different; players expect something engaging to happen quickly.
That’s why we design our games to feel alive from the first spin. Every moment should feel like something could happen. We spend a lot of time creating and perfecting our math to drive that experience and create that memorable immersive experience from the first spin.
Which trends do you think will define iGaming in the coming years — generative AI, personalisation, social gamification?
All of those will play a role, but I think creativity and connection will always matter most. AI can help personalise, but it’s the human touch that the player connects with.
Looking ahead, what is 4ThePlayer’s long-term vision, and what do you personally hope to build with the brand?
Our goal is to keep building games that players genuinely love, games that feel crafted. For me personally, I want 4ThePlayer to keep being that trusted name in slot entertainment: creative, fair, and fun, and Brazil is absolutely part of that future. If players are having fun, we’ve done our job!
Source: Exclusive GMB
