Slotsjudge Interview With Sound Producers of MADLORD

❓: Hello Jorge and thank you for taking the time for this interview! Can you please tell us a bit about MADLORD® and why you decided to make sounds for slot games?

A: I am the founder of MADLORD® — SOUND FROM BEYOND® (www.madlord.com), a premium audio production house specialized in the production of premium music composition, sound design, win sounds and voice overs for video slots, bingo and table games. On top of that we also produce audio for video games, film and trailers. But our work in the gambling industry does not stop there. We also help slot game makers with our consultation services to help them stay at the forefront of innovation and surpass their closest competitor’s games. In short, we help slot developers to take their game experience to the next level. Into the future.
I entered the gambling industry by one of the most unexpected events exacted on me by the gods of fate and fortune. In my teens, I started to play slot machines in a mini casino in Lima-Peru — attracted by the glamour.
One day, I was even able to pay a very unfair (of course) parking fine with my slot machine winnings.
That certainly caught my attention. Many years later, one day at the beginning of this 21st century, after an unexpected turn of events, my CV found its way into the hands of a young company in Spain. I was not supposed to send my CV to that job-post, since I did not have the qualifications required, so . . . “fate it was”.
Hence, I found myself working at this young company as a programmer of online gambling games such as bingo, keno, video-poker, and online video slot games.;
After a while I started to work also on the music and SFX for their games.
Later on I founded MADLORD with a very ambitious objective. To create one of the most unique and emblematic audio production brands in the world and, to take the online video slot game industry into the stratosphere of entertainment. And then . . . to take it far beyond.
Those words are easily said. But I have never taken them lightly.

❓: How different is the process of creating sounds for video slots different from video games or movies?

A: there are several and big differences. Let's focus on the differences with film. Some of them are story telling, music length and music intensity.
In video slots, almost always there is no storyline. And if there is, it is very rudimentary e.g. “The Roman Empire is about to fall”, “Break into the most heavily guarded vault in the world”. Plus, the slot game itself offers no story development or it is a power-point type of development - I clearly see space for improving this.
Thus, in slot games the music can evolve very little compared to film.
On top of this, most small slot game developers are limited in the length of music soundtracks and audio that an online slot can have due to file size and loading time. This is specially critical in the African market where internet speeds are slow and expensive. Thus, typically a slot game would have between 2-4 minutes of total audio.
The audio production MADLORD tailor made for Play’n GO’s 'Golden Osiris’ slot game is at a different league in this regard. In total there are more than 8 min of audio. Of which 6 minutes are for just music.
As far as music intensity and arrangement goes, soundtracks in slots have to be very direct. In film, a single note, held lavishly for 30s by the string section of the symphony orchestra, can be exactly what a movie scene requires to support the story. A music composer does not have that luxury in a gambling game.
The composer has to skillfully get to the point pretty quickly. Stablish the theme and emotional content swiftly. And sometimes, he has to do all these, and more, in a soundtrack with a length as short as 15 seconds.

❓: What kind of sounds effects are typically found in a slot game?

A: In my opinion there are five main categories of sounds in a video slot. Broadly speaking they are sound effects, win sounds, near misses, music soundtracks and voice overs.

When it comes to sounds effects, they include for example

• Reel mechanism sounds, regular reel stops, etc.
• Interface sounds such as the reel spin button, switches, etc.
• Counter sounds, to count your winnings. Typically used during big win events (coin shower SFX) or used when the player accumulates special items.
• Symbol animations.
• Background ambiences or soundscapes. For example, windy dunes in ancient Egypt, or the echoes of constellations and distant galaxies in sci-fi game.
• Avatar sfx and foley fx.

When it comes to win sounds, they include:

• Regular win sounds. For instance tiny, small, medium wins or special symbol wins.
• Bigger wins that allow the player to garner larger amounts of price money e.g. epic wins and some bonus games.
• Near-miss SFX are a special breed of sounds. And very important ones when adding entertainment value.
• They are applied to add suspense and thrill into the game. To bolster the experience when the player encounters the possibility of getting important symbol combinations. Typically used in the reel suspense event (also called reel anticipation).
• Music soundtracks.
• Music backgrounds used during the main-game mode and bonus games such as free spins, gamble, etc. Free spin music background soundtracks are typically the most elaborate and exciting. This is where music shines!

At the ICE London fair in 2020, Daniil Sanders — former Creative Director at Foxium — said to me: “the music MADLORD created for our video slot ‘The Great Albini 1’ is by far the best soundtrack of all FOXIUM online slots.”
‘The Great Albini 1’ music score was infused with fantasy, mystery, suspense. It has the right blend of mysticism — and melancholic darkness. All these combined with an elaborate, modern driving pulse and orchestration — exemplary of a Cirque du Solei show — conjured a music score worthy of the great illusionist. And finally, voice overs.

• Used to indicate special big wins or announce events. Sometimes also used in game avatars to bring life to them and add to the storyline. Although we have also used voice overs in other very intricate ways.

There is however, another sound category in slot games. An obscure one. One that is seldomly used at all. One that the vast majority of video slot developers are totally unaware of. For their usage is commonly misunderstood.
Even experienced slot game sound designers are oblivious of their existence. These are: sounds used when the player does not win. But you must know exactly when, why and how to use them.
Their intricate usage entails knowledge and expertise that transcends mere sound design techniques in order to assess their correct application.
We have been using them in several games for over a decade. And despite this, you would probably not be able to tell which game had them. Yet, they are there. Doing their magic.

❓: As we both know, video slot gameplay can be very repetitive. What is your recipe for creating recognizable sounds, which don’t get player tired if he hears it a thousand times?

A: Every sorcerer has his own secret potions and spells. Secrets commonly unveiled years after their death. And sometimes … not ever.
Nonetheless, I can reveal to you that there are a number of issues to consider when creating recognizable sounds that do not tire the player. Including the brand of the slot game maker which can influence subtle elements of recognition.
Sound design for video slots can be an art form if done well.

❓: One of MADLORD’s well known projects is Golden Osiris video slot from Play’n GO. What problems were you solving while making a soundtrack for it? What was the main objective?

A: When Play’n GO summoned MADLORD, their objective was crystal clear.
Simply put, Play’n GO wanted to create the finest Egyptian-themed video slot game on the market. Crushing all competition — including NetEnt, Yggdrasil, RedTiger and others. They wanted 'Golden Osiris’ to be cinematic in scope. The wanted 'Golden Osiris’ to have a soundtrack with the elaborate complexity and artistry of a Hollywood blockbuster. A memorable music score. One that would not only touch hearts and minds around the world but, would also stay with you long after you stopped playing the game.
Play’n GO wanted the music to have action, adventure, thrilling and explosive moments. They wanted the score to convey and immerse the player into the grandeur of the Egyptian empire. To reflect the seductive and sensual nature of such magnificent ancient civilization. It's vast dunes and spirituality.
In my experience of more than a decade in the industry I can say that, many slot game developers make bold statements lightly.
However, when Play’n GO demands to set the bar high, they mean it. That is why Play’n GO summoned MADLORD. To take 'Golden Osiris’ into the stratosphere. And create a video slot audio production far beyond the ordinary.

❓: The amount of Egypt-themed video slots is endless. How did you manage to create a soundtrack that stands out?

A: That is our specialty. MADLORD creates seductive, majestic, immersive, transporting compositions. Music that propels your audience deep into the center of your game productions.
Without resistance. When the time comes for a slot game developer to create an outstanding video slot game that rises above their competition or takes the industry by storm, they summon MADLORD.
I don't say that lightly. This mindset is part of the DNA of MADLORD. Our track record for over a decade speak for itself.
To name one example, in the year 2012 MADLORD created the biggest audio production ever in the history of gambling. An incredible world record.
More than 30 minutes of original audio and majestic soundtracks were custom made for 'Castle Builder’ — a AAA video slot by Rabcat. It was created at a time when the most complex slot games in the industry had no more than around 3 minutes of total audio. And the average was under 1 min for an entire game.
To this date, December 2022 — 10 years later — no one has broken our world record.

❓: are there other special features about the audio production for Golden Osiris that you would like to mention?

A: Several. To name a few, the voice overs for example. We went the extra mile to deliver stellar voice over tracks. We carefully went through dozens of professionals to finally select the winner.
The native and exotic accent of the voice artist combined with a performance worthy of a film production, brought life and splendor to Osiris. Lord of the Underworld.
It perfectly blended with the game theme, enhanced the storyline and added an extra layer of authenticity to the theme of the game. The level of detail and care placed in the voice over production was such that even the title of the game was mispronounced on purpose.
Regarding the music soundtracks there are two main scores titled: ’Glory to Osiris’ played during the main game mode. And 'The Secret Treasure of Oriris’, played during the free spin mode. I surmise you have never listened to music scores of this caliber for an Egyptian themed video slot. But of course, that is for you to judge. You can relish listening to both awe-inspiring tracks at https://www.madlord.com/projects/golden-osiris-video-slot-game-sounds/

❓: As studies show, music can affect brain neurochemistry, and hearing a favourite song can raise your dopamine level. Why some sounds are enjoyable and others are not?

A: Music and sounds are extremely linked to culture. What is considered beautiful and attractive in Europe may not be so in Asia. What traditional German slot players appreciate and love will be different from those in other countries.
Music is emotion. And emotions are at the heart of the human experience. The power of music is such, that people have no defense mechanism against its influence.
Thus, music will create an emotional bond typically connected to moments in our lives. This is precisely why when you listen to a song that you used to listen to when you felt in love with someone in your youth, you will instantly be emotionally transported to that moment. These bonds are extremely powerful and will last for your entire life on Earth. And beyond.

❓: And last but not least – what song or sound is currently stuck in your head?

A: Right now? ‘Last Christmas’ by Wham! A popular band from the 80s.