The Sequels Economy

Creating new original concepts from scratch for each new trend is an expensive and resource-intensive task. In a dynamically developing industry, game universe development is becoming a more flexible alternative. It allows you to carefully adapt proven mechanics to the changing requirements of operators and players.

Ivan Shlapunov, Key Business Development Manager at Belatra Games, in an interview for the profile edition of G3 Media, spoke in detail about the economics of sequels.

• About determining if a game can support a franchise:

Identifying whether a game can support a franchise is not always straightforward. Early performance metrics are often influenced by launch marketing and promotional visibility. Longevity tends to be a more reliable indicator.

• About the behavioral characteristics of the players:

Research often suggests that players want constant innovation, but behavioural data frequently tells a different story. Many players enjoy experimenting with new features, yet after that initial curiosity is satisfied, they often return to products they already understand. For developers, this does not make innovation less important. It changes how innovation is introduced. Rather than rebuilding an experience from the ground up, new ideas can be layered onto foundations players already trust.

A familiar face may generate the initial click, but the quality of the experience determines whether that trust survives.

• About risk reduction due to the development of game universes:

The sequel economy is not a shortcut to easy growth. It is a way of reducing uncertainty in a market where trends emerge and disappear quickly. Building entirely new products for every opportunity is expensive, time-consuming, and commercially risky. Strong franchises provide a more flexible alternative, allowing studios to adapt proven worlds to changing player preferences while maintaining quality and reducing development risk.

• About Mummyverse:

Our flagship title, Mummyland Treasures, has maintained strong lobby positions and stable betting volumes for more than three years. In an industry driven by constant new releases, that level of endurance suggests a deeper connection between players and the brand.

• About the balance between innovation and recognizable history:

Developing sequels introduces a different set of challenges than launching entirely new concepts. A new game enters the market without expectations but must earn visibility from scratch. A sequel benefits from instant recognition, yet players inevitably compare it with previous releases. The challenge is introducing something new without losing the familiarity that made the original successful.

• About a long-lasting story:

Sustainable franchises require worlds that can continue evolving and characters capable of supporting new interpretations over time.