Candy Roll

What is Candy Roll?

For free-to-play, that process can begin before the customer has committed money. “It’s about building muscle memory, providing achievable incentives to players and gamification,” Wilson explains. By lowering the barrier to participation, a free-to-play game can provide an accessible first interaction with an operator, while repeated play builds familiarity and creates a reason to return.

The format, however, cannot simply be copied and pasted from one market to the next. “We’ve found that the more localised the offering, the better,” Wilson says. “We’re talking about building anything from sumo wrestling to Love Island, as well as the headline sports. Ice cage fighting has been a popular one in a certain market for us.”

It is an eclectic list, but that’s kind of the point. Relevance can mean a global sporting event in one market and a far more niche (see ice cage fighting) obsession in another. Splash Tech’s job is to find the experience that fits the audience, rather than expecting the audience to fit the product.

How to play Candy Roll

Bayer Leverkusen vs. Young Boys (Agg 3-4) (8pm GMT kick-off)

Club Bruges vs. Dynamo Kyiv (Agg 1-1) (8pm GMT kick-off)

Dinamo Zagreb vs. FK Krasnodar (Agg 3-2) (8pm GMT kick-off)

How to play Candy Roll

There are also strategic questions around dependence on AI providers.

Cubeia is currently heavily reliant on Claude, and Grenstad questions what could happen if AI providers raise prices or if quality changes. For now, however, Grenstad sees the uncertainty as something Cubeia can learn to manage.

“We’re confident that the question marks will be solved as we work through them. We’ll see the problems, learn how to manage them, and adapt.”