Now more than ever it is important to recognize your target group and speak to that from a perspective that is fitting to their values, says Saara Järvinen, Senior Insight Strategist at Kuudes.
The Informed Consumer (download 2023 report) is our extensive research on Swedish and Finnish markets, focusing on consumers’ values, attitudes, and motivations. What I find the most exciting about our 15-year research journey is the opportunity to analyze change. When we understand the past, can we also more confidently forecast the future. What were the most meaningful changes in 2023?
1. Moderate polarization
The biggest news for us was that the change has been moderate. Thankfully, we don’t see the huge polarization inside the Swedish or Finnish society, as we had expected. Previously, during difficult times, there has been growth in conservative segments that have very little faith in their own abilities to make a difference in society. While economic challenges make us more cautious, the pandemic and war have clarified our priorities. While there is uncertainty and even turmoil in the society, there is also hope. Organizations need to offer meaningful chances to make a difference, in order to strengthen stability in society.
2. Time of compromises
However, this is a time of compromises, and people struggle with painful conflicts. We were shocked to see that one important segment from our map had completely disappeared. They were called the Uncompromising and were extremely careful about their style, priorities, and reasons behind every life choice. Right now, different target groups have painful inner conflicts, which is interesting from the perspective of companies, because in contradictions lie opportunities.
3. Quality products at a low price point
We still want quality, but we want it cheap. Both the appreciation of quality and of low price are scoring higher than before. For companies, this is not an easy need to answer. We need more concepts that are affordable and offer resourceful ways for individuals to tackle uncertain times – But are simultaneously ethical and offer experiences and wellbeing. What can true and credible quality mean in different price points?
4. Gender imbalance in consumer behavior
Women have been affected by this time of crisis more than men – now they have less faith in their own abilities to make a difference in the world. The ratio of women in our conservative and passive group Bystanders has grown drastically. The years of crisis have hit women harder than men. It is important to understand the struggles of your female target group so that you can react in the right way.
5. Young consumers surprised us
Amazingly – the young are increasingly optimistic! They have growingly positive expectations towards their own economic situation and towards the future state of the world. Optimism of the youth is a huge positive resource that organizations must support by involving future decision-makers now.
6. The individualistic and the community-oriented are drifting further apart
People with individualistic values are drifting further apart from the ones who value community. In both Sweden and Finland, we see massive growth in a group that values success and new experiences. But simultaneously, the values of community and sustainability have not weakened. We are getting more distinctly divided into two camps. Now more than ever it is important to recognize your target group and speak to that from a perspective that is fitting to their values.
How Slot Volatility Shapes Player Experience According to Bestcasinoph
Slot volatility — sometimes called variance — is one of the most consequential yet least discussed mechanics governing how a slot game actually feels to play. While return-to-player (RTP) percentages dominate most conversations about slot fairness, they tell only part of the story. Two games can share an identical 96% RTP and yet deliver radically different experiences: one might pay out modest wins on nearly every spin, while the other might go silent for fifty rounds before delivering a win worth several hundred times the stake. That difference is volatility, and understanding it changes how players approach session management, bankroll planning, and game selection in fundamental ways. The concept has existed since mechanical reel machines, but it has grown substantially more sophisticated as digital development studios began engineering volatility as a deliberate design parameter rather than a byproduct of reel-strip mathematics.
The Technical Foundations of Slot Volatility
At its core, volatility describes the statistical distribution of outcomes around a game’s expected return. Low-volatility slots are engineered so that wins cluster near the mean — frequent small payouts keep the balance relatively stable over short sessions. High-volatility slots, by contrast, have a wide outcome distribution: long losing sequences are mathematically expected, but when wins arrive they are disproportionately large relative to the stake. The mathematical measure that underpins this is standard deviation, calculated across millions of simulated spins during a game’s certification process.
Game studios rarely publish raw standard deviation figures, but regulators increasingly require them to be disclosed internally. The Malta Gaming Authority, which updated its technical standards framework in 2021, and the UK Gambling Commission, which revised its Remote Technical Standards (RTS) in 2021 as well, both require certified volatility classifications to be part of a game’s technical documentation submitted for approval. These classifications are typically expressed on a five-point scale — very low, low, medium, high, and very high — though the precise thresholds vary by jurisdiction and testing laboratory. GLI (Gaming Laboratories International) and BMM Testlabs, two of the most widely used independent certification bodies, each maintain proprietary simulation protocols that run between 10 million and one billion spin cycles to establish stable volatility metrics.
The mechanics that drive volatility are embedded in the paytable and the bonus feature architecture. A game with a maximum win of 500x the stake simply cannot be high volatility in any meaningful sense, because the mathematical ceiling constrains how wide the outcome distribution can be. Conversely, games like Pragmatic Play’s Gates of Olympus (released in 2021) or NoLimit City’s Mental (released in 2022) advertise maximum wins exceeding 150,000x and 100,000x respectively — figures that are only achievable because the base game is designed to be extremely volatile, with long drought periods subsidizing the rare but enormous wins. The hit frequency in these titles can fall below 20%, meaning players can statistically expect to receive no return on more than four out of every five spins.
Reel configuration also plays a structural role. Traditional three-reel, single-payline machines tend toward low volatility because the limited symbol combinations produce predictable outcome distributions. The shift to five-reel grids, and then to cluster-pay and Megaways mechanics (the latter licensed by Big Time Gaming since 2016), dramatically expanded the outcome space. Megaways engines can generate up to 117,649 ways to win per spin, but the same cascading reel logic that creates that win-way count also enables feature sequences that compound multipliers over many consecutive reactions — precisely the mechanism that produces extreme high-volatility behavior.
How Volatility Shapes Psychological and Behavioral Patterns
The psychological impact of volatility on player behavior has been studied more rigorously since the expansion of online gambling research in the early 2010s. A frequently cited 2012 study by Michael Dixon and colleagues at the University of Waterloo examined how near-miss outcomes and win frequency affect arousal and continued play. While that research focused primarily on land-based machines, its core finding — that the timing and size of rewards significantly alter a player’s emotional state and willingness to continue — applies directly to how digital slot volatility functions as an engagement mechanism.
Low-volatility games tend to produce what behavioral researchers call a “sustaining” play pattern. Players receive enough positive reinforcement through small wins to maintain engagement without dramatic emotional peaks or troughs. This makes them particularly suitable for players with limited bankrolls or shorter available play sessions. The predictability of outcomes, while not eliminating the house edge, gives players a clearer sense of how their balance is likely to behave over time. Operators in the Philippines market, including resources like Bestcasinoph online, have noted that low-to-medium volatility titles consistently attract a broader casual player demographic, particularly among players who are newer to digital slot formats.
High-volatility games produce a fundamentally different psychological profile. The extended losing sequences that characterize these titles trigger what is sometimes described as a “tension-release” cycle: mounting frustration or anxiety during droughts is followed by significant emotional relief and excitement when a large win or bonus feature triggers. This cycle can be intensely engaging for certain player types, but it also carries elevated risk for players with poor impulse control or inadequate bankroll management. Regulators have taken note: the UK Gambling Commission’s 2020 review of online slot features specifically flagged high-volatility mechanics as a factor requiring greater transparency in player-facing communications, leading to requirements that operators display volatility information prominently on game information pages.
The session length implications are also significant. A player with a 100-unit bankroll playing a low-volatility game at 1 unit per spin can statistically expect many hundreds of spins before exhausting their balance, assuming the game’s RTP is near 96%. The same player on a high-volatility game at the same stake might exhaust their balance in under fifty spins during an unfavorable variance run, or might convert that 100-unit bankroll into 500 units during a favorable one. This asymmetry means that volatility selection is, in practical terms, a risk management decision — one that most players make intuitively but that benefits enormously from explicit understanding.
Volatility Classification in Practice: What Players Actually Encounter
Despite the regulatory requirement for volatility documentation in certified markets, the way this information reaches players remains inconsistent. Many operators display a volatility label — typically represented as a bar chart icon or a simple text descriptor — on the game information panel, but without context, these labels communicate little. A player who sees “high volatility” without understanding what that means for their session will not make meaningfully different decisions than one who sees no label at all.
Some studios have begun embedding volatility guidance directly into the game interface. Play’n GO, a Swedish studio that has been producing certified online slots since 2005, introduced a “Game Info” panel structure in their post-2019 releases that includes both RTP and a volatility indicator alongside a brief plain-language explanation of what each means for gameplay. Hacksaw Gaming, a studio that has gained substantial market presence since 2018, similarly includes paytable notes that describe expected win frequency and bonus trigger rates — information that, when read carefully, gives experienced players a reasonable picture of the game’s variance profile.
The practical range of volatility across commercially available titles is wider than most players realize. At the low end, classic fruit machines and many branded casual titles operate with hit frequencies above 40% and maximum wins below 200x. At the high end, titles specifically designed for what the industry calls the “high-roller” or “feature-buy” segment — games where players can pay a premium to enter the bonus round immediately — routinely feature hit frequencies below 15% in their base game and maximum wins exceeding 50,000x. The feature-buy mechanic itself, which was introduced commercially around 2018 and has since been regulated or banned in several jurisdictions including the UK (where it was prohibited in 2019 for players under 18, then subject to further review for all players), is almost exclusively found in high-volatility titles, because the economics of the feature purchase only make sense when the bonus round has the potential to deliver outsized returns.
Bankroll management strategies must be calibrated to volatility in ways that many introductory gambling guides underemphasize. A commonly cited rule of thumb among experienced players is that a session bankroll for a high-volatility game should be at least 200 to 300 times the base bet to give the player a reasonable probability of surviving the expected drought periods and reaching a bonus feature. For a medium-volatility game, 100 times the base bet is often considered sufficient for a meaningful session. These figures are not guarantees — variance means that even well-capitalized sessions can end quickly — but they reflect the statistical realities of how outcome distributions behave over realistic play periods.
Volatility Trends and the Future of Slot Design
The trajectory of slot volatility over the past decade has moved consistently toward higher variance. Market data compiled by aggregators and game performance trackers consistently shows that high and very-high volatility titles generate disproportionate revenue relative to their share of the game catalog. This is partly a selection effect — players who engage deeply with slots tend to migrate toward higher-volatility games as their experience grows — and partly a result of the emotional intensity that high-variance mechanics produce, which drives longer sessions among the player segment most likely to continue playing.
Studios have responded by engineering increasingly sophisticated volatility modulation systems. Some modern games — ELK Studios’ Snake Arena (2022) and Relax Gaming’s Money Train series are notable examples — incorporate player-selectable volatility modes, where the player can choose between a lower-volatility base game configuration and a higher-volatility alternative, often by adjusting the number of active paylines or the bet structure. This approach, sometimes marketed as “player agency,” shifts some of the variance decision-making to the player, though it also introduces complexity that not all players are equipped to navigate meaningfully.
Regulatory responses to the volatility trend have been mixed. The Swedish Gambling Authority (Spelinspektionen) implemented stake limits and session time restrictions following its market re-regulation in January 2019, measures that disproportionately affect high-volatility gameplay by reducing the bankroll depth available per session. The Netherlands, which opened its regulated online market in October 2021, imposed mandatory reality-check intervals and loss limits that similarly constrain the kind of extended high-volatility sessions that produce the largest wins — and losses. The Philippine Amusement and Gaming Corporation (PAGCOR), which oversees the regulated gaming market in the Philippines, has taken a different approach, focusing primarily on operator licensing standards and anti-money-laundering compliance rather than product-level volatility restrictions, leaving the volatility landscape in that market substantially determined by the studios and operators themselves.
Artificial intelligence and machine learning are beginning to influence how volatility is implemented at the individual level. Several large operators have piloted systems that adjust game recommendations — though not game mechanics — based on a player’s demonstrated behavioral profile, steering players showing signs of loss-chasing toward lower-volatility options. This is distinct from the controversial concept of “dynamic RTP,” which would involve adjusting actual game mathematics in real time (a practice that is prohibited in all regulated markets), but it represents a recognition that volatility is not a neutral technical parameter — it is a design choice with measurable behavioral consequences.
Understanding slot volatility is not simply a matter of academic interest. It is the practical difference between a player who approaches a session with calibrated expectations and one who is repeatedly surprised by outcomes that are, in fact, mathematically predictable in aggregate. The game studios that design volatility deliberately, the regulators who are beginning to govern it more carefully, and the informed players who factor it into their decisions are all operating on the same underlying insight: that how wins are distributed matters as much as how much is returned over time. For anyone engaging with online slots in any market, volatility literacy is among the most useful frameworks available for making sense of an experience that is designed to be emotionally engaging precisely because its outcome distribution is not immediately intuitive.
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Want to learn more about the changes and how to tap into them? Read more about the Informed Consumer on our website and download the public version of the report. If you want to discuss more, don’t hesitate to reach out to us, or me on LinkedIn directly.