Christine Parkhill, Chief Commercial Officer at Just Slots, discusses the company’s creative slot game launches and the future of AI-driven gameplay. (Image: Courtesy of Christine Parkhill Just Slots)
Casinos.com spoke with Christine Parkhill, Chief Commercial Officer at Just Slots, to discuss the company’s latest slot game releases, her unconventional route into the gaming sector, and how the young studio is carving out a space in a competitive, highly regulated industry.
From dark circus themes to ancient Egypt reimagined by AI, Just Slots is betting on originality and transparency.
Christine Parkhill didn’t set out to work in gaming. With a background in engineering and sustainability, she found herself returning to Malta after years abroad. “Sustainability isn’t a top priority in Malta,” she explained. A friend of her husband’s offered her a role at a start-up with a new office on the island, and the rest was history.
That initial leap led to six years in the industry before she joined Just Slots when it was still in its infancy. “There were just a couple of us,” she recalled. Today, she oversees the commercial side of the business, managing partnerships and growth.
Just Slots has released four titles so far: "Sugar Heaven," "Shogun Skylord," "Cyber Egypt," and most recently, "Book of Arcane 100." The rollout of each game followed a deliberate pacing strategy.
“"Book of Arcane 100" launched just over a week ago. "Cyber Egypt" came out in May as a Stake exclusive before going network-wide,” Parkhill said.
The company’s first release, "Sugar Heaven," was soft-launched to online casinos before being rolled out more broadly. Today, their games feature on over 50 platforms globally, impressive reach for a studio just over a year old.
Just Slots aims to make its games widely accessible. Players can bet as little as €0.10, while maximum stakes vary depending on the operator. Some larger platforms allow higher bets, while smaller ones place limits to manage risk.
As for potential wins, "Book of Arcane 100" offers the studio’s largest payout: up to 100,000 times the bet. Other titles range between 5,000x and 10,000x. These payouts, Parkhill stressed, are entirely random and verified.
“We conduct thorough independent testing and certification to ensure our games are genuinely fair,” she said.
Unlike games of skill, slots aren’t about strategy. “All rounds are independent. Players can choose to gamble features in some games, but it’s still luck-based,” she added.
With gambling often making headlines for the wrong reasons, Parkhill is quick to defend the industry's best practices.
“There are good players and bad ones, like any sector,” she said. “Some criticism is fair, but the industry is highly regulated and makes significant contributions, whether in taxes, jobs, or funding for research into problem gambling.”
She believes that more transparency and better storytelling could change public perception. “When I tell people what I do, their first reaction is often negative. But when I explain the certification process and the player choice involved, it shifts,” she said.
As regulators tighten their grip on legal operators, Parkhill believes unintended consequences are driving players to the unlicensed black and grey markets.
“The rules sometimes come from people who don’t play slots and don’t understand player behaviour,” Parkhill explained.
Black market operators often bypass responsible gambling checks, offering unchecked access and limited accountability. Parkhill calls for a more balanced approach, one that protects players without pushing them towards riskier alternatives.
Two new releases are in the pipeline: Unholy Mystery and Dynamo Show. The first features a gothic, supernatural theme. The second is what Parkhill describes as a “robot circus” with eccentric characters like a pigeon and a hamster in a wheel.
The studio embraces a mix of classic and quirky. “Cyber Egypt, for example, blends ancient Egypt with futuristic AI,” she said. With Just Slots' creative freedom, no concept is too out there, yet each game must still meet the high standards of randomness and certification.
Just Slots doesn’t target a single age group. Instead, its first-year strategy is to create a wide range of themes and game mechanics, from nostalgic classics like Book of Arcane to unconventional titles like Dynamo Show.
“We want to understand what players respond to,” Parkhill said. “Once we’ve gathered enough data, we’ll refine our focus.”
The team includes creative minds who are given licence to explore unexpected ideas, resulting in a portfolio that appeals to both Gen-Z and more traditional slot players.
Most of my career was spent in teaching including at one of the UK’s top private schools. I left London in 2000 and set up home in Wales raising four beautiful children. I enrolled at University where I studied Photography and film and gained a Degree and subsequently a Masters Degree. In 2014 I helped launch a new local newspaper and managed to get front and back page as well as 6 filler pages on a weekly basis. I saw that journalism was changing and was a pioneer of hyperlocal news in Wales. In 2017 I started one of the first 24/7 free independent news sites for Wales. Having taken that to a successful business model I was keen for a new challenge. Joining the company is exciting for me especially as it is a new role in Europe. I am keen to establish myself and help others to do the same.
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