With the launch of Lucky Lenny’s Jetpack, BetGames is stepping beyond the boundaries of traditional casino formats — introducing a gameplay model that doesn’t rely on traditional paylines or reels. But innovation alone doesn’t guarantee adoption. To secure lobby space and visibility, the supplier has had to educate, reassure and inspire confidence among long-standing commercial partners accustomed to tried-and-tested slot mechanics. We sit down with Gary Francis, Head of Account Management at BetGames, to explore how the team tackled the challenge of pitching unfamiliar gameplay, the strategies behind securing buy-in, and why Lucky Lenny’s Jetpack is shaping up to be far more than a novelty.
1. Lucky Lenny’s Jetpack introduces gameplay unlike anything in the traditional slot space. How do you position such a disruptive format to partners who are used to working with more conventional content?
It’s actually quite simple. Everyone in this industry talks about innovation — they want “something new” — but too often we see the same mechanics repackaged with a different theme or artwork. Players aren’t fooled; they know when a game is genuinely fresh and when it’s just a re-skin. Lucky Lenny’s Jetpack is exactly what players and operators have been asking for: a truly new experience that delivers on the promise of innovation, not just the marketing buzzword. 
2. Operators often assess new titles based on familiarity and proven mechanics. What were the main challenges in securing buy-in for a completely new format, and how did you overcome initial hesitation?
What’s been fascinating is that Lucky Lenny’s Jetpack has actually been our strongest slots launch to date in terms of partner uptake — and that’s without our core market, South Africa, where approval is just around the corner. Even before hitting that territory, the performance across our global partner network has shown us this isn’t a risky gamble; it’s a record-setter. The reception proves that the industry is crying out for truly original concepts, and the character-driven appeal of Lenny — a moustache bunny on a jetpack adventure — has struck the perfect balance between fun, familiarity, and something completely fresh.
3. How does Lucky Lenny’s Jetpack complement – rather than compete with – an operator’s existing slot portfolio? What unique engagement or retention metrics are you seeing that justify its place in the lobby?
With Lucky Lenny’s Jetpack, we’re introducing the industry-first Spin & Fly™ slot format — a completely fresh way to play that still feels accessible and intuitive. Players join Lenny on his jungle adventure across a dynamic 10-reel setup, and the game manages to balance casual, fast-paced fun with the kind of thrill that appeals to seasoned players.
What’s important is that it doesn’t cannibalise existing slot content — it complements it. The format bridges the gap between recreational betting and immersive entertainment, providing operators with a new experience that keeps players engaged in ways traditional slots cannot. And as a character-led title, Lucky Lenny’s Jetpack is the beginning of a wider brand journey, opening the door for future releases built around Lenny and his world.
4. When rolling out something so fresh, education and onboarding are crucial. What kind of commercial support, marketing tools, or performance insights are you providing to help partners maximise success from day one?
Education has been central from day one, because we know operators need confidence in how to position a format that doesn’t neatly fit into existing categories. That’s why we’ve focused on detailed training, clear performance insights from early markets, and proactive account management support to make sure our partners feel equipped to not only launch the game, but also maximise its long-term performance.
I also have to give massive credit to our marketing team, who have been instrumental in the rollout. They’ve delivered a full suite of creative assets, campaign materials, and tailored partner support, making the onboarding process seamless. Their work has massively boosted operator confidence, ensuring that Lucky Lenny’s Jetpack has launched with the right visibility and impact in every market.
