First submitted to the Idea Factory contest in June 2016, Anna and Rob highlighted the use of emoticons in today’s world. For example, including emoticons in Facebook posts can increase the number of likes by 57% and Face with Tears of Joy is the most tweeted emoticon with over 16.5 billion tweets to date*.
The themed slot idea gained the sponsorship of the Business Intelligence team from an early stage, helping the duo refine EmotiCoins by suggesting game features that were most likely to be successful, based on the typical emoticon user. Using these insights, Anna and Rob pitched a unique set of emoticons alongside the feature sets to complement the game’s theme at their final pitch to the Decision Panel (a selection of senior executives) in November.
EmotiCoins was subsequently announced at the staff Christmas party in December 2016 as one of five winning ideas out of the 27 put forward, and its journey from prototype to reality was kick started. Just one month later, one of Microgaming’s game development teams fully embraced the game and began to bring the online slot to life.