G.Games - Interview with Helen Walton (CCO and Founder)
GCCans spoke with Helen Walton, G Games’ Chief Commercial Officer and one of its founders, about the studio’s work and ambitions. Founded in 2013, G Games has continued to expand and offers more than 150 games, spanning skill-based formats and multiplayer concepts. Its titles have appeared through major providers including Microgaming and IsoftBet. Walton pointed to the studio’s striking visuals and lively soundtracks among the qualities of its products. As a woman leading a business in a competitive gaming sector, she also shared thoughtful views on the industry. Read the interview for her perspective.
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 a co-founder, one of three, and serve as CCO, overseeing sales, marketing and our broader customer relationships. The original ambition was to make real-money gaming more enjoyable and closer in feel to the mobile games we liked, whether game shows, puzzles or full-scale video games. We've since returned to that central idea: creating casino titles for people who enjoy games, drawing inspiration from what we play ourselves and adding 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 to blame for the career turn. (He is our CEO, and G's first rule is that everything is Paul's fault.) I was content making brand identities for celebrities, publishers and skincare products, as well as writing Jemma Kidd's make-up column, until Paul convinced me to launch a gambling company...
Jokes aside, entrepreneurship has always suited me, and these days I cannot picture working another way. The work can be draining and difficult, yet I value the chance to make ideas real, collaborate with people I respect, and have independence and purpose. Meeting Paul and Dan, my fellow founders, was extraordinary good fortune: we shared an idea and a way of working, and brought complementary skills to the effort.
Q3.: How is it to be a woman with an important leading role in the Online Gaming Industry which is mostly showing successful men?
Over the last ten years, one of the most encouraging changes has been the greater visibility of women across the industry, from conferences and boardrooms to everyday meetings. There is still plenty of progress to make, but the discussion has shifted. In my view, that change has made the workplace better.
There is also more recognition that women make up many of our customers, so products should take them into account. That does not mean dressing slots in patronizing pink, and it should not mean leaving women out. I have long been struck by how many slot artists seem unable to draw breasts convincingly! Across advertising, marketing and hiring, the industry has gradually started to see that overlooking half the population makes little sense.
I would like to help improve things by advocating for women’s recruitment, development and advancement, and by making products and marketing that welcome women rather than shut them out.
Q4.: G.Games has been founded in 2013, it is already offering 150 games, many languages and customers from all over the world. Great achievements so far. What will come next?
We are putting more focus into our “for the gamer” approach. We want to build distinctive titles that stand apart, with original features aimed at gamers and varied ways to play, including multiplayer for people who enjoy competition. Product development will keep us very busy, alongside efforts to enter several jurisdictions and markets.
Q5.: The last 2 years have been very challenging, how did G cope with the Pandemic?
Because the company was already fully remote, the shift in daily work was relatively straightforward. The bigger difficulty was losing the ability to visit customers and nurture those relationships face to face.
Q6.: What makes G.Games different from the other gaming providers?
We try to pause and consider the broader picture. A supplier can become absorbed in the technical ingenuity of one feature; we step back and ask what could make slots better or what they may be missing. People who already play slots may enjoy the current choices, but what could interest those who rarely play or do not play at all? And if attention centres on the VIP, how is the everyday player served?
Those questions are part of our regular discussions, and we work on possible answers, sometimes getting them wrong. That willingness to question familiar approaches reflects what we mean when we say innovation matters to us.
Q7.: Out of all the games you created, which one do you like the most and why?
My personal pick is Psycho Candies. The gameplay feels intuitive to me, which is not true of every casino game, while its range of features and levels keeps it engaging. I also enjoy the visuals and audio, along with the absurd premise of feeding sugar to make evil sweets explode. It lifts my mood.
Q8.: Calavera Bingo: appealing design, interesting bonus features…tell us more about this game.
I am fond of this bingo title too. Its artwork and sound create a cheerful mood, and the mariachi music reminds me of my time living in Oaxaca, Mexico. The opening bingo play is straightforward, while extra balls bring added anticipation. I especially like drawing the joker, which lets me choose a number to dab. I do not always pursue the largest immediate win; often I am aiming for a bonus round and its possibility of a 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 substantial shift in how people think about responsible gaming. At our company, the issue is tied to being authentic at work. Most people naturally want to act well and avoid causing harm. We need the whole business to reinforce that instinct rather than undermine it. That calls for considering responsibility in product design and operations, then reviewing decisions honestly and changing course when needed. Company systems should not penalize responsible choices either. I have particular concerns about casino-site KPIs: measures such as bets per spin or spins per session may reward the development of less responsible games and behaviour.
That does not mean I believe the industry should stay silent about data being presented selectively in reporting, or regulation that appears more focused on sending a message than improving outcomes. We should be able to stand behind the entertainment we provide. At the same time, that means working even harder to eliminate 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 am eager to share what is in the works. It may sound surprising after nearly 5 years of accepting real-money bets, but I see this as only the beginning for G. This is what we set out to do when we formed the company. It may not succeed; we may fail, but I am proud that we are pursuing it.
With 12+ years of experience in the iGaming industry, Evan specializes in reviewing online casinos, analyzing slot games, and evaluating player safety. Their expertise covers casino licensing, RTP, volatility, bonus conditions, and withdrawal policies. Through hands-on testing and independent research, Evan delivers transparent, fact-based reviews to help players better understand gambling platforms, their features, and potential risks.
