Ash Gaming, originally known as Ash Leucker, is a London-based games development company that was established in 2000 and renamed in 2002. While Ash started out by creating content 'to order' for online gaming firms, the company shifted focus and reinvented itself as a generalist software supplier for online casinos.
Ash Gaming soon caught the eye of iGaming giant Playtech, who bought the firm in 2011 for a cool £23 million. This acquisition opened up a new chapter in the company's history, and gave the London outfit enough muscle to compete for clients that had previously been out of reach.
Some of Ash's biggest titles have been based on British cultural phenomena like Monty Python’s Spamalot and Little Britain. These titles show that the company looks beyond coding and technical design when looking to optimise user experience; it keeps an ear firmly to the ground, making sure that its software resonates with users and draws newbies away from the thousands of competitor games on the web.
The company has also attempted to push the limits of user engagement by creating over a dozen slots with progressive jackpot payout formats, among which are well-known gems like Chests of Plenty and Leprechaun's Luck. Some of Ash Gaming's earlier releases still carry a strong following as well despite the lack of a progressive jackpot including Captain Cannon's Circus of Cash.
Ash Gaming titles are known for their polish and finesse; a reputation that probably stems from the company's decision to remain a boutique outlet and prioritise quality over quantity. Rather than flooding the market with lots of similar titles, a small team crafts only a small number of games at any one time.
Ash games feature smooth, high-end animation, and are often based on interactive storylines that are intended to maximise player engagement. The popular title Adventures in Wonderland is a good example of the slots that have become Ash Gaming's bread and butter – the game features fast action, quality graphics and a bit of film nostalgia to boot.
While many of Ash Gaming’s titles were originally found on UK-based online casinos only, the company's relationship with Playtech did wonders for the accessibility of its software. Ash gained access to many of its parent company's partners, which in turn helped the Southwark studio to push its games into new markets and countries. The company's products are now marketed to a worldwide audience, as evidenced by the fact that several language options are built into Ash software.
Ash knows that even a short download and installation process can deter both first-timers and older players who haven't grown up with computers. Virtually all of Ash Gaming's software runs in users' browsers using Flash, so there's no need to download a dedicated casino client to get started. However, players who like to gamble on the move will be pleased to learn that Ash has been investing in the future of its mobile functionality by recruiting developers with expertise in small screen-friendly HTML5.
Ash Gaming software is hosted on some of the web's best known casino sites like Coral and Ladbrokes. Given that these providers are big-budget players in the online gaming market, users who play Ash products can benefit from a wide range of generous promotions. Many of Ash Gaming's partners offer joining bonuses, repeat customer rewards and floating monthly offers that make it easy to start spinning slots.
Yes, while Ash Gaming isn't involved in developing huge full-package software suites for online casino management, the company's small size doesn't mean that it takes security any less seriously than the big boys. In fact, Ash Gaming has even been licensed by the UK Gambling Commission. The company is very rigorous in its random numbers testing, and enjoys strong relationships with casino software fairness companies like eCOGRA.
Ash's affiliation with these outfits makes it very unlikely that players are up against anything more than chance when playing on the company's software. Further evidence of Ash Gaming's trustworthiness can be uncovered by looking at the sites which use the firm's software. Big casinos make their money on the basis of their perceived integrity and stability – so Ash's presence makes for a convincing endorsement.
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