SYNOT Games: “You can give the best tool, but unless it’s used correctly, the outcome is not going to be great”

Shows & conferences - 21 October, 2025

While at SBC Summit Lisbon 2025, Focus Gaming News caught up with two of the key figures from SYNOT Games, CPO Filip Hlavacek and Head of Game Product Brian Hallas, to discuss their latest releases and the strategic importance of player retention.

The duo previewed their new title, Age of Anubis, which builds on the ever-popular Egyptian theme by introducing an innovative mechanic that shifts the game from 20 paylines in the base game to a ways-to-win system during the free spins round. This follows the recent success of Age of Pyramids, a game lauded for its perceived persistence mechanic and high feature hit frequency, which has been a “tremendous performer” for the company.

Discussing the enduring appeal of the Egyptian theme, Hallas offered a unique perspective, suggesting its connection to the casino experience runs deep. He theorised: “I think that the whole book of premises is almost like passage to another realm. And I think that there's a good synergy with casino.” He believes the theme taps into a universal fascination with discovery and treasure, making it a core concept that will long continue in the slots world.

Beyond game content, Hlavacek detailed the company’s new promotional toolkit, ‘Peak’. He explained that the tool is designed to add a crucial gamification layer to their entire product suite, from video slots to crash games. “The gamification layer is what really does the difference in terms of retention and motivating the players and keep coming them back to play,” he said. The focus for ‘Peak’ has been on perfecting the user experience with thoughtful details and providing operators with a highly customisable and easy-to-use tool.

Looking to the future, Hallas confirmed that SYNOT will continue to innovate within classic themes, building on successful mechanics and renovating some of their biggest land-based titles for the online market. This product strategy is paired with a deep commitment to client service. Hlavacek concluded that their goal is to build a “strong bond that works for both sides,” not just by providing tools, but by actively collaborating with clients to ensure the products are used effectively, which he believes is the true “recipe for success.”