Slots.info's Maxime on Relaunching a Website in the Changing iGaming Landscape in 2026

Slots.info's Maxime on Relaunching a Website in the Changing iGaming Landscape in 2026

Image by Gerd Altmann from Pixabay

Affiliate and casino review sites used to be a rarity. There were just a few sites to choose from, and people tended to stick with what they knew and knew who they trusted. In the same way, online casino sites were all pretty much of a muchness. Neither of those statements is true anymore. There has been an explosion in the quantity and quality of online casino sites and affiliate marketing sites vying for players' attention (and that is before we even consider social media influencers and other sponsored content. 

Therefore, we wondered what it took to stand out from the crowd and deliver something with a Unique Selling Point (USP) that would make a website both attractive and sticky. We sat down with Maxime from Slot.info to get an industry insider view.

Casinomentor

Hi Maxime, thanks so much for taking the time to share your knowledge and experience with your readers. Before we get into the nitty-gritty, could you let us know a little bit about yourself, please?

Maxime

My name is Maxime, and I live in beautiful Freiburg, Germany. I took over slots.info in 2024 and am an avid slots player and sports fan. Working on a slots review site allows me to work in an area I am passionate about. I get to review all the new online slots (and, of course, have to play on them) to give my honest feedback. While I might be relatively new to Slots.info, my passion for the online slots goes way back.

I launched my first site dedicated to slots in 2009. It was a German-only platform. I poured my heart into it and sold it in 2012. I then worked on other tech ventures, but I 'came home' to my preferred activity when I was able to acquire Slots.info.

Casinomentor

So what is your vision for the site now, and do you have any tips for other web admins considering a relaunch?

Maxime 

Whether you are launching or relaunching, it is essential to have a mission and a clearly defined audience. If you are relaunching an existing site, you need to do so in a way that does not alienate your existing users, but also create content that attracts new ones.

At slots.info, the mission is clear. We are going to create the most up-to-date, most honest, and simply the best resource for online slots players. We decided to start from scratch and considered redesigning everything. It is important not to be sentimental. Just because something used to work does not mean it works in the current market. However, familiarity is also important, so you have to strike the right balance.

Think clearly about what you want to achieve and why. We added hundreds of new and upcoming slots to our site and have laid the foundations for a site that will keep users informed for years to come. A relaunch needs to deliver something that was not available before. I'd say that tinkering at the edges is a waste of time. Go big or go home! Our promise to our readers is to deliver the best, whether they play at home or on the go.

Casinomentor

When you talk about vision and mission, what exactly do you mean?

Maxime

Well, there are a lot of online casino review sites out there, for example. Therefore, unless you have a genuine USP, it is very difficult to be heard over the noise. If you are just doing the same as everyone else, why would anyone come to your site rather than the competition's?

At Slots.info, we like to think we have reinvented the category. Rather than just reviewing slots and sites, we have created a unique experience. The site now features a multi-view interactive calendar that shows when new slots are being released. 

The calendar view shows the dates the games are releasing and includes clickable icons that let users access full reviews and summaries.

The grid view separates Released slots and Upcoming slots and has some rather lovely flip cards showing all the details.

The list view is a scrollable list that contains key details and does not require the user to click further.

Our USP is that slot.info is a live slot-release intelligence platform, not a static review site.

Casinomentor

What do you think about the 'everything, everywhere, all at once approach to relaunching?

Maxime

I understand that some brands choose that approach, but it can be alienating to existing users. The last thing we wanted to do at Slots.info was make our loyal readers feel homeless. 

Therefore, I'd recommend a more gradual approach for a relaunch. This is how we went about it.

• We added new features but did not remove the familiar ones. 
• The list view was the classic experience. 
• Rather than getting rid of it, we layered new views on top. 

A textbook would call this progressive enhancement; we call it common sense. Existing users can keep using the site as they always have, while more adventurous users can experiment with the discovery tools.

We'd recommend keeping things clean, minimal, and respectful of the users. Do not waste time with unnecessary pop-ups or forced sign-ups. Our advice is to ensure a relaunched site maintains continuity so users know it is the same site, but better!

Casinomentor

Do readers really need lots of background information, or should websites just let people dive into the games?

Maxime

Website design is so intuitive and flexible these days that I do not think this needs to be an either-or scenario. People who know and trust your brand might just want to click through on the recommended games. However, a site needs to build trust with new users. The easiest way to build trust is to be honest and transparent. Different sites go about this in various ways, but our process involves:

• Direct provider contact 
• Step-by-step evaluation
• Continuously updated databases
• Rigorous testing process
• Community feedback and reviews

We are proud to be an independent portal built by players for players. We are free from external influence and, unlike many sponsored influencers, we do not take payment to promote one brand over another. We exclusively feature games from major, regulated slot providers to deliver a high-quality experience for our users.

When relaunching or launching a website, the old adage 'horses for courses' rings true. If you know your horses and your courses, you can build a successful business.

Casinomentor

Thank you, that was very insightful.