Online gaming software providers and online casinos have the same objective, which is to get more customers on board. Therefore gaming software providers often go out of their way to increase the brand equity of online casinos. One way they do this is by designing exclusive slot games for online casino groups or for online casinos. These games reflect the character of the casino or casino group and are not offered to their other clients.

Microgaming is the leader in online gaming software and is also the leader in custom online slots. It powers many reputed and large online casino groups and has designed exclusive slots for some of them like the Fortune Lounge group, the Jackpot Factory group and the Belle Rock Entertainment group. The slot game designed for the Fortune Lounge group is called Fortune Lounge. On the reels it features the logos of the various group casinos like Seven Sultans, Royal Vegas, Platinum Play, Vegas Palms and Desert Dollar. However the more important symbols are the group symbols. The Fortune Lounge logo is the wild symbol and the Players Club logo is the scatter symbol. With the Jackpot Factory group the association between the symbols on the slot game and the group casinos is not there. The wild symbol features the logo of the Jackpot Factory group. The best custom online slot developed by Microgaming is for the Belle Rock Entertainment group. Here too the logos of the group’s brands dominate the reels. The logo of the group, the golden club, is the wild symbol. It not only doubles payouts but offers a jackpot of 10,000 coins when five of these symbols appear in an active payline.

Vegas Technology too has honored its most important online group, the English Harbour group, with a custom online slot. This is a simple slot with no wild symbol or scatter symbol. In this slot the casino logo pays the maximum, which is 10,000 coins when five of them appear in an enabled payline. And the slot in each online casino has its own casino logo symbol. 

Real Time Gaming (RTG) has too jumped on the custom slot bandwagon, but instead of encapsulating a group it has developed a slot game for its most popular online casino, Cherry Red Casino. This casino is the only casino for which RTG has developed a custom slot game. The slot game captures the essence of the online casino through judicious use of the background images and fonts used in the lobby of the casino. A large number of the symbols on the reels are icons taken from the online casino. These include the star, the dice, the chips, the cards, the cash and the Cherry Red model. The other symbols are the fruit symbols taken from the earliest slot machines.