Gone are the days when a handful of igaming platform providers had a grip on the entire market. Today, hundreds of gaming studios release new online games every month, immediately made available to players through game aggregators. As a result, a casino player can access thousands of game titles from their phone or computer at any given time. But how does a game provider stand out in this saturated space? Alexandr Shavel, BGaming’s product owner believes that success lies in delivering “something special” for players.
Feeding this growing demand in the igaming market, the number of businesses that provide services and technology to the sector has also increased exponentially. According to a report published by IBISWorld, over 5,000 companies currently serve the igaming industry, including online casinos and other online gambling businesses. The report also reveals an expected growth of 3.6% in 2024.
Maltese-based game developer BGaming was launched in 2018 by igaming veterans who believe creativity and quality are the basic ingredients for success. When designing new games for its 150200+ slots portfolio, the company focuses not only on engaging the general player population but also on satisfying players’ individual wants and needs.
“We understand that players today are looking for something unique. They’re tired of the endless options and want something that feels personal and special. That’s why we work closely with operators to develop customised games that align with their brand identity and cater to their audience’s specific preferences,” Shavel explains.
Many software developers are stuck in their old ways, treating new developments as noise that will pass by while they ignore trends and continue to release mass-produced games at a neck-breaking pace. But BGaming doesn’t fear innovation and disruption, it embraces them.
Case in point, the company sees in the crypto gambling revolution an opportunity to provide something truly unique to players. BGaming’s custom, crypto-integrated games attract the biggest names in the crypto-gambling business.
“Custom games allow operators to offer something truly unique that resonates with their audience. Players feel more connected to the casino, which builds trust and long-term loyalty.
“When it comes to creating branded games, we’re incredibly proud of the process we’ve built at BGaming. We’ve refined and optimised our approach to developing exclusive, branded, and customised games to such a level that we now have a dedicated team focused solely on this area.
“It’s almost like a separate studio within BGaming, which allows us to work on more than 30 games simultaneously and release 10-20 new titles each month while maintaining top-notch quality.”
While many game studios see knowledge as power, protecting their roadmaps and development efforts as top military secrets, BGaming puts collaboration at the heart of everything it does, whether that’s with the casino partners, operators, celebrities, influencers, or, most importantly, the players themselves.
For example, one of the ways BGaming connects with the wider gambling community is by collaborating with streamers.
“This collaboration has been invaluable in testing our games with real players and streamers,” says Shavel. “With actionable feedback from over 1,000 participants worldwide, we can fine-tune our games before their official release. This approach ensures that we’re not just guessing what players want but actively incorporating their preferences into the game development process.”
Another way BGaming collaborates and leverages industry knowledge is by joining forces with the casino operators themselves.
“A big part of our success comes from our close partnerships with operators,” Shavel continues. “We believe that creating branded games needs to be a win-win situation for everyone involved or even a win-win-win one — BGaming, the operator, and most importantly, the players. When we place an operator’s logo on a game, we’re not just delivering a product, we’re taking responsibility for their brand. That’s why quality is always our top priority.”
“Creating these customised experiences requires a deep understanding of the players. At BGaming, we analyse player behaviour, preferences, and trends to make informed decisions. But this isn’t something we do alone; it’s a team effort with our operator partners, who know their audience inside out. By working together from the very beginning, we can ensure that every aspect of the game fits perfectly with the casino’s brand and vision.”
The collaboration between BGaming and its partner brands doesn’t end when the games are complete.
“The real impact comes when operators strategically integrate these customised games into their promotional activities. Whether it’s tying a game to a special event or creating exclusive promotions, these efforts help deepen the connection between a player and a game, making the whole experience more meaningful.”
One casino that uses both BGaming’s turnkey and custom games is Blaze Casino. This partnership is perhaps one of the best examples of BGaming’s provably successful gaming software because the results were analysed in real time during an in-depth case study.
“Last year, BGaming published our case study with Blaze Casino, showing that they saw up to an 80% growth in GGR by using our customisation services. This kind of impact shows the true power of tailored content,” says Shavel.
The study, published in 2023, determined that the partnership enabled Blaze to enhance crucial metrics like bet counts, player retention, and overall casino performance. The study tracked the data of five BGaming-supplied games – including Blaze Casino’s first custom game, Blaze Million – and concluded that, over the one-month-long testing period, the casino experienced a x4 GGR boost and a substantial increase in other critical KPIs.
“But it goes beyond creating custom games,” Shavel clarifies. “It’s also about how they’re used. When operators strategically incorporate these exclusive titles into their promotional activities, it creates a strong marketing push that further enhances player engagement. Our partnership with Blaze Casino is a great example of how collaboration can deliver success, benefiting both the operator and the players.”
BGaming has recently collaborated with Roobet and Casinolytics, an AI-driven igaming intelligence service, to develop and release the first-ever celebrity-branded slot, Snoop Dogg Dollars. According to Shavel, the opportunity to incorporate an iconic celebrity like Snoop Dogg was a result of BGaming’s dedication to creating high-quality, exclusive games.
“I’m confident that our branded slot Snoop Dogg Dollars will be a hit from the moment it launches! We’ve built it on the foundation of the proven math and mechanics of one of our top-performing games, but we’ve also added some exciting new elements to make it even more engaging.
“And, of course, integrating a global icon like Snoop Dogg into the game is a huge draw. He’s one of the most influential celebrities today, and we expect that players will be eager to try it just because of his involvement.
“How long the organic popularity of the game lasts, and how often players will return, is something we’ll be keeping a close eye on. We’ve designed the game to appeal to players who enjoy high-volatility slots and a good dose of entertainment, targeting markets in Tier-1 and Tier-2 regions, crypto projects, and high rollers.
“We also anticipate that streamers, who play a key role in our marketing strategy, will love showcasing this game to their audiences.”
Asked where he found the inspiration for the branded slot, Shavel said he believes that “inspiration is something you find through hard work. In business, it’s all about putting in the effort and spotting opportunities.”
The online casino market is expected to generate revenues of $35.13 billion in 2024. With an expected annual growth rate of 5.56%, the igaming market is expected to generate revenues of $46 billion in 2029. However, compared to previous years, the market is growing at a slower rate as online casinos become saturated with content that doesn’t keep players engaged.
While more software developers have entered the market, games have become commodities, and traditional production methods are no longer sufficient. In a market oversaturated with thousands of similar games, innovative, disruptive companies are the ones that are set to succeed by adopting a new player-centric approach to creating a new gameplay paradigm.
Alexandr Shavel, BGaming’s product owner
