G.Games - Interview with Helen Walton (CCO and Founder)
Al Buraq Regina spoke with Helen Walton, Chief Commercial Officer and co-founder of G.Games, about the studio’s work and ambitions. Founded 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 reached audiences through major providers such as Microgaming and IsoftBet. Walton highlighted the striking visuals and lively soundtracks that help define the studio’s products. She also shared her perspective on the industry as a woman leading a business in a competitive gaming sector. Read on for her insights.
Q1.: Hi Helen, it’s a pleasure to interviewing you. Please tell us everything 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 initial goal was to make real-money gaming more enjoyable and give it more of the feel of mobile games we enjoyed, from game shows and puzzles to full-scale video games. We’ve since returned to that core idea: making casino games 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 the Online Gaming. How did you get to it?
Paul is responsible for my 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, and writing Jemma Kidd’s make-up column, until Paul persuaded me to start a gambling company...
Joking aside, I’ve always been drawn 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, work with people I admire and enjoy independence and purpose. Meeting Paul and Dan, my fellow founders, was incredibly fortunate: we shared an idea and approach to work, and brought complementary skills to the business.
Q3.: How is it to be a woman with an important leading role in the Online Gaming Industry which is mostly showing successful men?
One of the most encouraging changes over the past ten years has been the growing visibility of women across the industry, at conferences, in boardrooms and in everyday meetings. There’s still a long way to go, but the conversation has changed. I believe that shift has made the workplace better.
There’s also greater awareness that women make up a large share of our customers, so products should consider them. That doesn’t mean making slots patronizingly pink, and it certainly shouldn’t mean excluding women. I’ve long been surprised by how many slot artists seem unable to draw breasts convincingly! In advertising, marketing and hiring, the industry has gradually recognized that ignoring half the population makes little sense.
I’d like to help move things forward by supporting women’s recruitment, development and advancement, and by creating products and marketing that welcome women instead of shutting them out.
Q4.: G.Games started in 2013 and already has 150 games, supports many languages and serves customers worldwide. What’s next after these achievements?
We’re putting more emphasis on our “for the gamer” approach. We want to make distinctive titles that stand out, with original features for gamers and different ways to play, including multiplayer for people who enjoy competition. Product development will keep us busy, alongside work to enter several jurisdictions and markets.
Q5.: The last 2 years have been very challenging, how did G cope with the Pandemic?
Since the company was already fully remote, the change to everyday work was fairly simple. The greater challenge was no longer being able to visit customers and build those relationships in person.
Q6.: What makes G.Games different from the other gaming providers?
We make a point of stepping back to look at the bigger picture. A supplier can get caught up in the technical cleverness of a feature; we ask what might improve slots or what they lack. People who already play slots may be happy with the options available, but what could appeal to people who rarely play or don’t play at all? And if the focus is on the VIP, what about the everyday player?
We return to those questions regularly and work on possible answers, even when we get things wrong. Our readiness to challenge familiar approaches reflects how much innovation matters to us.
Q7.: Out of all the games you created, which one do you like the most and why?
My personal favorite is Psycho Candies. The gameplay makes intuitive sense to me, which isn’t true of every casino game, and its variety of features and levels keeps it engaging. I also love the visuals and audio, and the absurd idea of feeding sugar to make evil sweets explode. It puts me in a good mood.
Q8.: Calavera Bingo: appealing design, interesting bonus features…tell us more about this game.
I’m fond of this bingo game as well. The artwork and sound give it a cheerful feel, and the mariachi music takes me back to when I lived in Oaxaca, Mexico. The initial bingo play is easy to follow, while the extra balls build anticipation. My favorite is drawing the joker, which lets me choose a number to mark. I’m not always going for the biggest immediate win; often, I’m trying for a bonus round with the potential to win up to x 10,000.
Q9.: G.Games is very involved in Safer Gambling. How are these initiatives perceived in the Industry? Do you feel supported?
I’ve seen a significant change in how people view responsible gaming. At our company, the issue is connected to being genuine in how we work. Most people naturally want to do the right thing and avoid causing harm. The business needs to support that instinct rather than work against it. That means considering responsibility in product design and operations, honestly reviewing decisions and changing direction when necessary. Company systems also shouldn’t penalize responsible choices. I’m particularly concerned about casino-site KPIs: metrics such as bets per spin or spins per session can encourage less responsible games and behavior.
That doesn’t mean I think the industry should stay quiet about data being selectively presented in reports, or regulation that seems more focused on making a statement than improving outcomes. We should be able to stand behind the entertainment we offer. That also means working harder to remove practices and attitudes we have reason to regret.
Q10.: We were very happy to have the opportunity of interviewing you. Is there something you would like to add?
I’m excited to share what we’re working on. It may sound surprising after nearly 5 years of accepting real-money bets, but I see this as just the start for G. This is what we set out to do when we founded the company. We may not succeed; we could fail, but I’m proud that we’re pursuing it.
Evan Carrington brings more than 12 years of experience in the iGaming industry, specializing in online casino reviews, slot game analysis, and player safety assessments. Their expertise includes casino licensing, RTP, volatility, bonus terms, and withdrawal policies. Combining hands-on reviews with independent research, Evan provides clear, evidence-based coverage to help players understand gambling platforms, their features, and possible risks.
