Björn Zethraeus
Björn is the CEO and Co-Founder of Snowborn Games. With a strong analytical background and a hands-on passion for creating engaging entertainment, he leads Snowborn’s production efforts with a clear vision: to deliver fun and memorable gaming experiences with every new release.
Under his leadership, the team continuously pushes creative boundaries to craft games that resonate with players around the world.
About Snowborn Games
Snowborn is a Nordic game studio within the Games Global family, creating online casino games with boutique craftsmanship. Our mission is to engage and entertain players, one spin at a time. Known for sharp playability, thrilling math models, and bold creativity, Snowborn delivers games built for players, blending excitement and quality that keep the action alive. Learn more: snowborngames.com.
Q&A with Björn Zethraeus
1. Pile ’Em Up™ was a real hit with players. What do you think made the first game connect so well with people?
A: Based on what we heard from players and operators, the success of Pile ’Em Up™ came down to a strong combination of an appealing theme and engaging game mechanics.
The innovation of the Coin Booster, a growing multiplier feature that can offer up to 10x in both the base game and Free Spins bonus, really resonated with players.
Introducing this mechanic alongside the already popular Cash Collect feature created a rewarding gameplay experience that felt fresh and distinctive.
2. The original had that classic platformer feel that reminded a lot of players of a retro video game. Was that something you wanted to carry into Pile ’Em Up 2™?
A: Absolutely. Pile ‘Em Up™ was born out of our shared love for classic retro video games, and with Pile ‘Em Up 2™. We wanted to keep that same sense of charm and continuity you get with beloved, long-running game franchises.
We approached the sequel like a true “next level” experience, while preserving the core identity that made the original so popular. On top of that, we’ve added fresh features that build on those foundations, creating something that feels familiar but clearly evolved.
3. The new game feels deeper, especially with the Cash Collect and Extra Collect features. Can you talk us through how those work and what they bring to the gameplay?
A: Of course! We saw how much players enjoyed the combination of the 1UP and Cash Collect features in the original, so for Pile ’Em Up 2™, we decided to lean even more into that experience by increasing the win potential during these features and adding even more impact.
To take it a step further, we introduced the Extra Collect mechanic. In its simplest form, this feature draws an additional cash value and adds it on top of the existing Cash symbols, giving players a boost to their winnings. It’s a simple but powerful way to enhance engagement in the base game, bringing in the kind of dynamic, rewarding moments that are usually reserved for bonus rounds in other slots.
4. The Coin Booster is back and seems to play an even bigger role this time. How does that multiplier affect the pace and entertainment of the game?
A: Yes, we really wanted to give the Coin Booster a stronger presence in Pile ’Em Up 2™, so this time it appears as a character in the form of a droid companion that’s active across all stages of the game. In both the base game and Free Spins, the multiplier can boost Cash Collect to all potential Cash Collect wins. This fun feature is designed to add layers of intrigue, while still maintaining the fast, dynamic pace that players love.
In the bonus games, the droid really comes to life, revealing wins in a playful, video game-inspired way that makes the overall experience feel lively, immersive, and memorable.
5. The Super Respin at the end of Free Spins is a really nice touch. What made you decide to include that extra chance to boost the final payout?
A: We wanted to add a final punch to the bonus game, and that’s exactly what the Super Respin is designed to do. It gives players one last chance to boost their final payout, creating a powerful moment that wraps up the bonus round in a clear and impactful way.
6. The Rainbow Symbol bonuses add a lot of variety with the five Hyper Frames rounds. How did that idea come about, and what do you think it adds to the overall experience?
A: At Snowborn, we hold weekly creative sessions where we pitch new ideas, challenge each other’s concepts, and refine mechanics and themes together with colleagues from across our product, maths, and art teams. This kind of collaborative approach ensures that what we deliver feels cohesive and well-balanced.
With the Rainbow Symbols, our goal was to create a clear sense of added intrigue toward the bonus rounds. Instead of offering just a single bonus, we introduced five unique Hyper FramesTM bonuses to add more variety and depth. Combined with the Cash Collect, Extra Collect, and Coin Booster features, these bonuses bring new dynamic dimensions to gameplay and ensure there’s always something fresh to discover.
7. The Gold Frames and jackpot moments really stand out visually. How do you balance those big, high-energy moments with keeping the core spirit of the original game?
A: Glad to hear that you noticed those details! Our designers have put a lot of care into expanding the Pile ’Em Up™universe and integrating these bonus elements in a way that stays true to the original. By using the mushrooms to lock the Hyper FramesTM, we were able to introduce these new visual moments in a way that aligns and connects to the world of the first game.
From a mechanics perspective, our goal was to make those reveal moments really punch, especially with the Gold Frames. By adding draws of Jackpots as an extension of that moment, we’re able to deliver bigger, visually striking highlights without losing the familiar base game experience that players enjoyed from the original.
8. The first Pile ’Em Up™ was bright, cheerful, and full of charm. How did you approach making a sequel that still feels familiar but fresh at the same time?
A: We’d been overflowing with ideas since the original was released, and honestly, narrowing them down to the very best ones for this title wasn’t easy.
Our approach was to build on the bright and cheerful retro style that players loved in the original Pile ’Em Up™, while giving it a fresh new look and feel.
We moved the reels up into the clouds, introduced rainbows, and created new, more polished fruit and coin symbols to deliver a richer and more immersive visual experience. At the same time, we were careful to preserve the most iconic elements, like the yellow pipes, so returning players would instantly recognize the original Pile ‘Em Up™ world.
Our goal was to strike the perfect balance between familiarity and freshness, and we truly hope players will appreciate and embrace the new additions as much as we enjoyed bringing them to life.
9. Snowborn Games often have a strong sense of atmosphere and personality. What kind of mood or feeling were you aiming for with Pile ’Em Up 2™?
A: Thank you, we’re really glad to hear that you appreciate the hard work our teams put into crafting the atmosphere and personality of our games. With Pile ’Em Up 2™, our goal was to build on the bright, cheerful vibe of the original and make the experience feel even more light-hearted and playful.
With most of our team based in the Nordics, we know how long and dark the winters can be, so creating a world filled with colour, light, and positivity felt especially meaningful. We wanted players to feel a burst of warmth and joy the moment they step into the game, almost like a drop of sunshine on a grey day.
10. If you had to sum up Pile ’Em Up 2™ for fans of the first game, how would you describe it in one line?
A: Everything you loved about the original, just bigger, bolder, and bursting with more Pile ‘Em Up™.
