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Rather than simply building what is requested, teams are increasingly expected to understand why something is being built and what value it should create.

As Paul Crisp, Cubeia’s head of marketing, points out: “If the objective is 10% more traffic, for example, how do we measure it?

“We need to establish a baseline, implement the change, measure it and see whether it goes up by 10%. If it only goes up by 1%, maybe we need another iteration because we haven’t fulfilled the objective.”

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Vegas Matt made headlines recently after claiming that The Venetian escorted him off its property after he won a $400,000 jackpot on a Phoenix Link slot machine—a story that fueled widespread debate over how major resorts manage high-profile casino influencers on their gaming floors.

Young—whose previous credits include 2024’s Stealing Jokes starring Michael Rapaport; 2019’s Adam, starring Aaron Paul and Jeff Daniels; and My Man Is a Loser starring John Stamos—told The Hollywood Reporter that Morrow hired him directly to adapt his life.

“I was immediately drawn to the human side of his journey,” Young told the trade outlet, describing the project as a “rags-to-riches drama” tracing Morrow’s evolution from dedicated husband and father to viral gambling personality.

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The proposition is already being tested commercially. Live casino supplier Eeze has become the first supplier to utilise Studio in a Box as it looks to expand its proprietary content into slots. Using Yggdrasil’s framework also gives Eeze access to its wider distribution network.

The first games are expected towards the end of the year, with the partnership ultimately targeting a release cadence of two games per month. For Curwen, Eeze demonstrates the demand among established gaming businesses for greater ownership of their content strategy without the cost and complexity of creating a conventional development operation.

The implications could extend well beyond companies already established in other areas of gaming.