G.Games - Interview with Helen Walton (CCO and Founder)
Casino Ideal spoke with Helen Walton, G Games’ Chief Commercial Officer and co-founder, about the studio’s work and ambitions. Established in 2013, G Games has continued to grow and now offers more than 150 games, including skill-based formats and multiplayer concepts. Its titles have been distributed by major providers such as Microgaming and IsoftBet. Walton highlighted the striking visuals and energetic soundtracks found in the company’s products. As a woman leading a business in a competitive gaming sector, she also offered thoughtful perspectives on the industry. Read on for her insights.
Q1.: Hi Helen, it’s a pleasure to interview you. Please tell us about G.Games and your role in the company.
I’m one of three co-founders and serve as CCO, overseeing sales, marketing and our wider customer relationships. Our original ambition was to make real-money gaming more enjoyable and more like the mobile games we enjoyed, whether game shows, puzzles or full-scale video games. We’ve since returned to that core idea: creating casino titles for people who love games, inspired by what we play ourselves and enhanced with mechanics such as power-ups. Our major project in development is multiplayer.
Q2.: From an MA in English Literature in Cambridge to online gaming. How did you make the move?
Paul is responsible for the career change. (He’s our CEO, and G’s first rule is that everything is Paul’s fault.) I was happy creating brand identities for celebrities, publishers and skincare products, as well as writing Jemma Kidd’s make-up column, until Paul persuaded me to start a gambling company...
Joking aside, I’ve always been suited to entrepreneurship, and now I can’t imagine working any other way. The work can be exhausting and challenging, but I value being able to turn ideas into reality, collaborate with people I respect, and work with independence and purpose. Meeting Paul and Dan, my fellow founders, was extraordinary good fortune: we shared an idea and a way of working, and brought complementary skills to the project.
Q3.: What is it like to hold an important leadership role as a woman in an online gaming industry where successful men are so visible?
One of the most encouraging changes over the past ten years has been women’s growing visibility across the industry, from conferences and boardrooms to day-to-day meetings. There is still a long way to go, but the conversation has changed. I believe that shift has improved the workplace.
There is also greater recognition that women make up a significant part of our customer base, so products should consider them. That doesn’t mean dressing slots in patronizing pink, and women shouldn’t be excluded either. I’ve long been struck by how many slot artists seem unable to draw breasts convincingly! In advertising, marketing and hiring, the industry is gradually realising that ignoring half the population makes little sense.
I’d like to help make things better by championing women’s recruitment, development and advancement, and by creating products and marketing that welcome women rather than shut them out.
Q4.: G.Games was founded in 2013 and already offers 150 games in many languages to customers around the world. Those are great achievements. What comes next?
We’re putting more emphasis on our “for the gamer” approach. We want to create distinctive titles that stand out, with original features for gamers and varied ways to play, including multiplayer for people who enjoy competition. Product development will keep us busy, along with efforts to enter several jurisdictions and markets.
Q5.: The past 2 years have brought significant challenges. How did G manage during the Pandemic?
Since the company was already fully remote, the change to our daily work was relatively simple. The greater challenge was no longer being able to visit customers and build those relationships in person.
Q6.: What sets G.Games apart from other gaming providers?
We make a point of stepping back to consider the wider picture. A supplier can get caught up in the technical cleverness of one feature; we pause to ask how slots could be better or what might be missing. People who already play slots may like the current options, but what could appeal to those who rarely play or don’t play at all? And if the focus is on the VIP, what about the everyday player?
These questions come up regularly in our discussions, and we work on possible answers, sometimes getting them wrong. Being willing to challenge familiar approaches reflects what we mean when we say innovation matters to us.
Q7.: Of all the games you have created, which is your favourite and why?
My personal choice is Psycho Candies. I find the gameplay intuitive, which isn’t true of every casino game, and its variety of features and levels keeps me interested. I also love the visuals and audio, as well as the ridiculous idea of feeding sugar to make evil sweets explode. It puts me in a good mood.
Q8.: Calavera Bingo has appealing design and interesting bonus features. Tell us more about the game.
I’m fond of this bingo title too. The artwork and sound create a cheerful atmosphere, and the mariachi music reminds me of when I lived in Oaxaca, Mexico. The initial bingo play is simple, while extra balls build anticipation. My favourite is drawing the joker, which lets me choose a number to dab. I don’t always aim for the biggest immediate win; often I’m hoping to reach a bonus round, where a win of up to x 10,000 is possible.
Q9.: G.Games is very involved in safer gambling. How are these initiatives viewed in the industry? Do you feel supported?
I’ve seen a significant change in how people think about responsible gaming. At our company, the issue is connected to being genuine at work. Most people naturally want to do the right thing and avoid causing harm. The whole business needs to support that instinct, not undermine it. That means considering responsibility in product design and operations, reviewing our decisions honestly and changing direction when needed. Company systems shouldn’t penalize responsible choices, either. I’m particularly concerned about casino-site KPIs: measures such as bets per spin or spins per session may encourage the creation of less responsible games and behaviour.
That doesn’t mean I believe the industry should remain quiet about data being selectively presented in reports, or regulation that seems more concerned with sending a message than improving outcomes. We should be able to stand behind the entertainment we offer. At the same time, that requires working even harder to eliminate practices and attitudes we have reason to regret.
Q10.: We were very pleased to have the opportunity to interview you. Is there anything you would like to add?
I’m excited to share what we’re working on. It may sound surprising after nearly 5 years of taking real-money bets, but I see this as only the beginning for G. This is what we set out to do when we started the company. We may not succeed; we may fail, but I’m proud that we’re pursuing it.
Evan Carrington brings more than 12 years of experience in the iGaming industry, with a focus on reviewing online casinos, assessing slot games and examining player safety. Their work covers casino licensing, RTP, volatility, bonus terms and withdrawal policies. Drawing on practical testing and independent research, Evan provides clear, evidence-based reviews to help players understand gambling platforms, their features and possible risks.
