Good day Kate Artsimenia! We’re thrilled to welcome you to iGamingPub!
Q – Could you please tell us about yourself and your role?
I currently hold the role of Team Lead in the Brand Communications Division of the Marketing
Department in BGaming. My primary responsibility is to define and deliver a consistent brand
experience for our customers across various touchpoints. This involves ensuring our brand
resonates with our target audience and aligns with our strategic objectives.
To achieve this, I collaborate closely with cross-functional teams to develop and execute brand
campaigns. I prioritize defining the desired brand experience for customers across different
channels, such as online platforms, offline events, customer support interactions, and product
engagements.
One of my core objectives is to cultivate a culture of brand advocacy, ensuring that all team
members understand and embody our brand values, messaging, and visual identity.
Additionally, I establish and monitor KPIs to assess the effectiveness of our brand initiatives.
Regularly evaluating these metrics allows me to gauge our brand’s health and make data-driven
decisions to improve our strategies further.
Q – What are the key difficulties you encounter in your position as Brand Manager of
BGaming?
All we know that the iGaming industry is incredibly dynamic and fast-paced. Staying visible and
maintaining a certain pace is crucial to avoid getting lost in the crowd. This means it needs to
consistently innovate and adapt, ensuring a brand remains relevant and resonates with a target
audience. So, while it’s not necessarily a difficulty, the constant need for evolution and visibility
adds complexity to the role, making it both challenging and exciting.
In recent years, BGaming’s brand has been on a dynamic growth trajectory, strengthening its
position within the iGaming ecosystem. Our primary challenge is to differentiate ourselves from
the multitude of other game providers in the market. We invest significantly in carving out our
unique niche, shaping a distinct image in the eyes of our partners and players. This requires
continuous and demanding efforts across all company levels to ensure that our brand identity is
not just a label but a reality.
Q – Can you tell us briefly about the history of BGaming? What are the company’s key
achievements in your opinion?
The company’s journey in the iGaming industry began in 2012, and it made a significant mark in
2018 when BGaming emerged as an independent studio headquartered in Malta. Over the
years, BGaming has solidified its position as one of the most player-centric providers in the
iGaming landscape.
Now, BGaming is a licensed B2B provider of online casino games that adheres to industry
standards and regulatory requirements, holding licenses in Malta, Curacao, Greece, and
Romania, and possessing gaming software and games officially approved by the Spanish
gambling regulator.
Being presented on 1,000+ online platforms worldwide, BGaming’s portfolio boasts over 100
top-notch and mobile-friendly games, including video slots, roulette, table games, crash games,
scratches, and casual games. Our products are known for their exceptional visuals,
mathematical precision, rich gameplay, and engaging features. And there’s a reason for this.
Following our player-driven approach, we initiated involving players and gambling streamers in
the game testing process, ensuring that our games meet the demands and preferences of our
target audience.
Alongside main releases, we produce custom content tailored to specific casino-registered
players. We’ve optimized processes and enabled quick customized game production that paved
the way to delivering high-quality personalized content to our clients in the short term.
And it’s our committed team that made all these happen. Since January 2023, our team has
seen substantial growth of 45%, and now we are near 200 comrades loving experiments and
the work we do.
Q – BGaming is one of the leaders in game innovation. Could you highlight some of the
innovative features or technologies that BGaming incorporates?
There are so many things I want to highlight, but I’ll focus on a couple.
Notable milestone is the successful launch of a large-scale marketing campaign targeting the
Latin American market. As a result, BGaming’s technical gaming software system and our
games have gained official approval from the Spanish gambling regulator. This newfound
certification empowers us to introduce certified games to any Spanish operator, opening the
door for further expansion in Spanish-speaking regions.
Moreover, BGaming specializes in crafting bespoke games tailored to casino operators. We
analyze data meticulously to align games with each casino’s unique brand and player
preferences, aiming to enhance their player retention, boost GGR, and foster an enhanced
sense of exclusivity. Our close collaboration with industry-leading casino brands results in the
release of over 100 branded games annually. An essential highlight here is our thriving
partnership with Blaze Casino, which is showcased in our exclusive case study material.
It’s worth noting that we stand among the few providers who continuously gather feedback,
study player needs and tastes, and uphold our fundamental value: the player and their choices
always take precedence. Our unique approach involves collaborating closely with the Scatters
Club community of players and gambling streamers, enabling us to conduct real-player testing.
Many player suggestions are not only considered but also integrated into the production
process, making their invaluable contributions a significant part of our game development
philosophy.
Q – Could you tell us more about the Blaze Case Study?
Customization is a highly personalized endeavor, and as such, we don’t encounter identical
scenarios with our partners. Each situation is distinctive in its own right. What ties them
together, however, is the outstanding outcome of our partnerships, the creation of exceptional
branded games, and the subsequent success that follows their launch.
Our collaboration with Blaze Casino stands as a shining example to our strategic acumen, and
our case study serves as compelling evidence of our thriving partnership.
In this tight cooperation, we crafted five unique and branded titles, implementing a
comprehensive approach that yielded tangible results. These games demonstrated notable
growth with KPIs such as GGR, player retention, bet counts, average bets, and more,
experiencing impressive spikes ranging from 30% to a remarkable 80%. One standout
performer saw an incredible fourfold increase in GGR, showcasing the immense potential of
tailor-made gaming experiences. Conversely, the fifth custom game, which lacked unique
branding elements, didn’t attain such high-performance levels as seen in its branded
counterparts.
Q – A lot of your games are front-runners nowadays. Which are your favourite and why?
As a visual enthusiast and a fan of dynamic online slots, I have a particular fondness for visually
captivating games that offer a thrilling gaming experience. Among our recent releases, I must
say that Merge Up™ holds a special place in my heart. This game, set to launch at the end of
October, perfectly aligns with my preferences.
Merge Up™ combines stunning graphics and dynamic gameplay. It introduces merging
mechanics, a top trend in mobile gaming, to the beloved world of casino slots. As a
groundbreaking game in the iGaming market, it promises maximum player engagement through
its action-packed gameplay.
At the core of the game are the shimmering Gem symbols of varying levels, which form winning
clusters and merge into higher-value symbols. These upgraded symbols not only pay but also
have the potential to merge again, creating a thrilling chain reaction of winnings. This unique
symbol progression ensures that players enjoy frequent, yet precisely timed, rewards,
maintaining high anticipation levels even during the base game.
Q – Collaboration and partnerships are crucial in the iGaming industry. Could you tell us
about some notable collaborations or partnerships BGaming has engaged in recently?
Collaboration and partnerships indeed play a pivotal role in the iGaming industry, and at
BGaming, we take pride in our commitment to innovation and providing top-notch games to over
1,000 reputable platforms and online casinos worldwide.
Over the course of our journey, we’ve established bright partnerships with some highly
renowned platforms and casinos, including brands like Stake, Blaze, Reevo, Microgaming and
many others. These collaborations have been instrumental in expanding our presence and
delivering our games to a broader audience.
More recently, we’ve entered into partnerships with iBetsoft, Dotworkers, Betara, NetBet, and
Casimba Gaming, further enhancing our reach and influence in the industry.
As we continue to grow and venture into new markets, we remain eager to explore fresh
collaborations that will enable us to reach even greater heights in the ever-evolving iGaming
landscape.
Q – What are your goals for 2024? What should we expect from the company in terms of
new releases, partnerships, or expansions?
BGaming is all set to further evolve our player-centric approach by shifting focus from game
launches to player engagement and retention strategies. We’re embracing trends like
personalized lobbies and gamification to keep players engaged. Moreover, our use of AI tools in
game design has led to innovative releases like Alien Fruits and Wild Chicago, with AI
contributing to 90% of their graphic elements. We’re actively integrating AI into our workflow for
optimization and automation, so new AI-empowered titles are coming soon.
In December, we’ll release Aztec Clusters, a groundbreaking addition to BGaming’s portfolio
entirely driven by data insights. This title is the culmination of extensive research, involving over
10,000 hours of observing streamers playing various online slot games. We focused on
understanding their anticipation, frustration, and timing perception.
Furthermore, we are actively working on expanding our brand awareness and global reach. The
promising LatAm market has piqued our interest, prompting us to launch an expansive
marketing campaign aimed at showcasing the wealth of offerings we have in store for Latin
American operators and players.
Q – Eventually, what excites you the most about being part of BGaming and working in
the gaming industry? What message would you like to convey to the players and
operators who choose BGaming as their iGaming provider?
What excites me the most about being part of BGaming is the company’s openness to
innovation, experiments, and the understanding that mistakes are part of the way to success.
We’re witnessing our rapid dynamic growth, and it’s an incredible experience to grow alongside
the company. The feeling that everyone genuinely cares about what’s happening and how it’s
happening is truly motivating. We’re an engaged team, always striving to push boundaries and
not afraid to do things differently from industry norms. I’d like to thank our leadership team for
supporting this approach.
BGaming is all about its people — a team of enthusiasts and professionals, each excelling in
their respective fields. We are always open to collaboration, new challenges, and fresh ideas.
BGaming approaches uncharted territory with confidence, and we eagerly welcome
opportunities for experimentation.