Interviews
Branding & shaping the perfect corporate image
What’s in a name?
Branding is key for operators, but shaping the perfect corporate image is also important in the ultra-competitive world of iGaming studios. In this feature, we look at the reasons why already successful suppliers would seek to craft fresh identities.
What key factors are taken into consideration when creating a fresh identity for a games studio?
Joey Hurtado, Managing Director of Games at Wizard Games: In this saturated market, it is important that we focus on our distinct competitive advantages. This boils down to what we can provide for our partners, based on a level of experience and knowledge within our ranks that we believe is up there with the best in the industry. At Wizard Games, we have assembled a wonderful management team with decades of experience in the industry and a studio team that boasts tons of creativity. Add to the mix an extensive network of operators who are already offering our games, extremely fast integration capabilities, the tournament tools offered by Pariplay, and the support of our solid public parent company, Aspire Global, and it is clear that our brand stands out from the crowd. We know the market and our finger is on the pulse of what players want across major industry operators. This gives us the advantage of creating exactly the sort of content people are looking for in different markets.
Yanina Kaplya, Head of Marketing at BetGames: There are many reasons for creating or updating a brand image for a games studio, (or indeed any other type of business). This can range from reputational and international expansion or repositioning to reflect a company’s new vision. Depending on the exact reasons driving it, there will be external factors such as target market trends and culture, the wider industry and product portfolio – and of course, the brand’s archetype. Internal factors can also include how we see and position ourselves, as well as the mission, vision, and value of the company not only as a product provider but also as an employer. Invariably, a company may need help from an external consultancy to see the bigger picture, while some companies decide to create their own brand image and identity in-house, as they have internal brand ambassadors who can show them the way to go. Defining your brand personality, your target audiences’ preferences, and value proposition can help greatly in setting a clear identity for a company. Looking at the gaming market today, we can see competition is fierce and every brand wants to cultivate uniqueness through product or brand identity and messaging to be able to differentiate itself.
Vladimir Malakchi, CCO at Evoplay: The concept of a brand is much more fundamental to a game studio or developer, at Evoplay we are in the fortunate position of being a brand that has a proactive philosophy on creating games, this is something not everyone in the industry has. Having a clear brand identity makes it very easy for partners and consumers alike to understand the company’s position and how it conducts itself across its markets. It’s the perfect reflection of a company’s vision, goals, and ambitions. When it comes to making an impact on the global stage – the most important is a well-formed brand compass that will be the landmark and goal behind every step of the company – vision, mission, values, strategic goals, and purpose as a business. Since the main barometer of a gaming studio’s value is the games it provides, it is crucial to understand the uniqueness of the games being created by the company, as well as what it means to the player and partner, and how it will be perceived by competitors. These insights foster a path for the company’s development and lay the foundations for further activity.
Stay close to an existing well-known brand, or move in a completely new direction: what persuaded you to move down one route or the other?
Malakchi: I wouldn’t say that Evoplay started moving in a completely new direction after the rebranding. The rebrand was about creating a new starting point in the Evoplay story and a transition to a new level, which is quite logical and harmonious in light of the great achievements made in the last 2 years. It serves as recognition of the experience we have gained over 3 years in the market, as well as setting more global goals and methods of achieving them. Some paradigms have remained with us and are still the basis of the company, some have been modified and adapted to new visions and beliefs, and some have been expanded due to stronger capacity and resources.
Kaplya: We are very proud of having built our BetGames brand and product portfolio completely from scratch. Our success has stemmed from our passion for unique products and solutions, which is such that it prevents us from stepping away from our core values and vision. In rebranding, we wanted to keep the vibrant, cool, visual themes of BetGames, as well as our recognizable name, for both our business partners and legions of fans. These factors give us the confidence and knowledge that our brand has a great reputation in the industry and that’s something we want to maintain throughout our lifetime. BetGames recently celebrated its 10th anniversary, and we’ve reflected this important milestone with an evolved business statement, upgrades to our operations, as well as corporate strategy and team alignments. The main driver behind our rebranding was our strategic plan to develop our corporate identity over the next decade. We identified a clear vision on a logo, fonts, color palette, and photography that would reflect how we grew from a start-up to a global entertainment provider.
Hurtado: This was a question that we considered extensively during the brand creation process before we reached the conclusion that our identity should lie within the middle ground between innovation and tradition. We have since focused on transmitting this identity to potential partners by embedding the concept within our brand design, guidelines, product, and every aspect of our communications. We see ourselves as a progressive brand. That means our games are deeply rooted in what players want, which is in the main set of traditional themes and features. From that starting point, we innovate – gradually and not in a disruptive way, incorporating technological advances, creative features, and attractive bonuses, all the way testing the results game by game. So far, this approach is working perfectly. We have achieved notable progression with each game release in terms of reception, which is a testament to our studio team’s hard work in evolving our offering.
Does the name, logo, and presentation of a brand tell a story in itself, or is it all about the games?
Hurtado: The expression of our brand identity is achieved through a combination of the logo, name presentation, and design. The Wizard element represents a wise character who constantly comes up with outstanding creations that nobody expected. As a universally recognizable character from a range of fantasy stories, the appeal is nostalgic while also hinting at the creation of new, surprising solutions. The combination of tradition with modernity is also present within the design of our logo, website, and visual elements.
Kaplya: We do have a story behind our logo. When you look at it – it’s a simple, recognizable, and unique mark that represents BetGames as well as its operating principles. The ‘B’ and ‘G’ in BetGames are combined in our new logo to represent our core value as a people company. It also resembles Superman taking flight, his arms pointing to the sky, which perfectly captures BetGames’ commitment to growth and people. While the diagonal lines mirror our dynamic personality, it is also no coincidence that they are tilted at a 24° angle, the same as the earth on its axis, symbolizing BetGames as a global company. The all-new logo is a modern representation of a company with operating principles and ideals at its heart.
Malakchi: The main goal of Evoplay’s rebranding was to take ownership over our brand identity, positioning the company as one with a unique vision for gambling products and a pragmatic approach to doing business in the industry. Everything that comes out of Evoplay, including communications, promotions, and marketing materials, reveals the personality of the brand and aligns with its vision, values, and goals. Our name – a combination of both the words “evolution” and “play” – expresses our desire as a brand, while our logo features the wing of our mascot, an owl, Evo, which symbolizes wisdom and transformation – the exact two powers we’re driven by. Our slogan is representative of our interaction with players and partners – ‘The future of iGaming of Today ‘, where players can enjoy an unparalleled gaming experience, and our partners can improve their business in multiple ways.
What are your brand’s values and how do they relate to your future plans?
Kaplya: We have incredibly ambitious plans for 2022 and our values are integral to them. We are using the best that tech can offer and are busy developing some fantastic ideas that we’ll bring to the market. When it comes to our core values – we start with compassion as we are a people company. Innovation is key, and we always aim to stay unique as pioneers rather than copycats. This is reflected in a soon-to-be-launched new vertical from us in 2022, which we’re all very excited about. Results, of course, always count – and we take pride in never failing on delivery, which I’m sure will continue to place us as a key industry partner through the next decade. Last but not least, we always think big and stretch what is possible!
Malakchi: I have always believed that the brand’s values begin with the corporate culture. It means that in-house values can be incorporated among employees, and directly impact our brand image. Speaking about Evoplay’s values in more detail, they are based on six P’s – People, Partners, Profit, Productivity, Portfolio, Place. Resting on these core pillars, we have been able to achieve our main goals for 2021 and expect to carry this momentum into the New Year by being a responsible employer and trendsetter in the iGaming industry, creating exciting titles, and building valuable partnerships.
Hurtado: The brand personality we have created is reflective of our core values: expertise, modernity, trustworthiness, progressiveness, and entertainment. It connects with our plans for the future, as we continue to add to a team that is rich in expertise, having been within the industry for decades. They know what they are doing and are committed to the continual improvement of our products and services so that we can deliver to players what they want and provide them with the most engaging, entertaining gaming experience. Our commercial team has also grown a lot in quality and quantity and we are striving to deliver the best possible customer service to our partner operators. As anyone can see from looking at our product roadmap, we innovate gradually from game to game, incorporating new, attractive bonus features. Our marketing team has also advanced the quality of our assets and they are working on numerous different projects to substantially improve the asset delivery. This year, we are also set to launch several features that have never been seen in the market before and which we are very enthusiastic about. Watch this space!
Interviews
Rewarded User Acquisition: Transforming Mobile Gaming with James Crabb, Head of Gaming Partnerships at Almedia
Introduction:
In the rapidly evolving world of mobile gaming, innovation is the key to staying ahead. Rewarded User Acquisition (UA) is emerging as a game-changing strategy, enabling developers to attract and retain players by incentivizing engagement. At the forefront of this movement is James Crabb, Head of Gaming Partnerships at Almedia, a leader in Rewarded UA through platforms like Freecash. With over a decade of experience in mobile gaming and partnerships with major titles, James provides invaluable insights into the potential and challenges of Rewarded UA, the shifting landscape of the mobile games industry, and trends shaping the future.
Rewarded UA: Transforming Mobile Gaming Engagement – An Interview with James Crabb, Head of Gaming Partnerships at Almedia
Can you describe Rewarded UA to our readers?
Rewarded User Acquisition is a marketing strategy commonly used in mobile app and game development. It involves incentivizing users with rewards like Amazon or Google Play vouchers for engaging with an app or game. This approach not only increases engagement but also helps developers acquire high-quality users more likely to make in-app purchases or interact with ads. Platforms like Freecash excel at scaling this model without relying on third-party networks, creating a frictionless experience for studios.
“The key to success in Rewarded UA,” James explains, “is continuously testing different rewards and strategies, adding deeper-level events to maintain user engagement and maximize outcomes.”
What is your career background?
With over 13 years in the mobile gaming space, James started his journey at Kabam, working on the successful Kingdoms of Camelot: Battle for the North. He has since held pivotal roles at renowned studios like Outfit7 (My Talking Tom), Huuuge Games (Huuuge Casino), and Wargaming (World of Tanks, World of Warships). Recently, he ventured into the web3 space with MoonGaming (Medieval Empires).
James joined Almedia nine months ago, diving deep into Rewarded UA through the Freecash platform. “We’ve seen tremendous growth as developers realize how scalable our audience is,” he shares.
How do developers benefit from giving away cash?
“The idea that developers are ‘giving away cash’ is a misconception,” James explains. Instead, developers pay a cost per install (CPI) to platforms like Freecash. This investment is structured to drive user engagement with short-, mid-, and long-term activities. As players progress through challenging levels motivated by rewards, developers monetize through in-app purchases and ad engagement.
By carefully designing reward structures, developers ensure they acquire users who remain invested and engaged in their games while generating revenue.
Why is Rewarded UA growing?
Traditional UA channels have become competitive, expensive, and difficult to scale, especially after privacy regulations like Apple’s App Tracking Transparency. Rewarded UA, by contrast, bypasses these challenges, offering direct access to users keen to engage with games and earn rewards.
James notes, “Rewarded UA platforms provide an invaluable alternative, especially for studios looking to scale effectively amidst increasing privacy constraints.”
You’re based in Berlin; how is the mobile games industry performing locally?
Berlin continues to thrive as a gaming hub with notable studios like Wooga, Wargaming Mobile, and Ubisoft’s Kolibri Games. It also fosters a vibrant ecosystem of newer studios such as TrailMix, Metacore, and Playflux. “The city’s talent pool spans developers, producers, designers, and marketing specialists, all supporting the local industry,” James says.
What are some common misconceptions about ‘Rewarded UA’?
Many in the industry still equate Rewarded UA with the outdated concept of incentivized traffic, which focused on boosting app store rankings without delivering quality users.
James points out that modern Rewarded UA is far more sophisticated. “Platforms like Freecash are delivering measurable results for studios like Plarium, where new user registrations rose by 30%, and the lifetime value (LTV) of users was 20% higher compared to other channels.”
While the model is powerful, James emphasizes the importance of anti-fraud measures to maintain trust and quality.
At Almedia, you lead gaming partnerships. How do you approach building connections in the games industry?
“The gaming industry is incredibly well-connected, so we focus on building relationships for the long term,” James explains. Events play a significant role in fostering these connections, and maintaining authenticity in conversations is key. “Don’t treat discussions as transactions; view them as opportunities to build meaningful partnerships.”
As we look toward 2025, what industry trends are on your radar?
James predicts a more equitable and accessible mobile games industry, driven by policy changes like Epic’s court victory against Google. Additionally, he foresees a surge in user-generated content (UGC), with platforms like Roblox and Unreal Editor for Fortnite paving the way for new creative opportunities.
“Increased payouts to creators and emerging platforms to support UGC will be a significant trend,” he adds.
Conclusion
Rewarded UA is reshaping mobile gaming, providing scalable and effective user acquisition strategies while enhancing the gaming experience. With industry leaders like James Crabb championing innovative approaches, the future of mobile gaming looks brighter than ever. From advancements in Rewarded UA to new opportunities in UGC, developers have much to look forward to as the gaming landscape evolves.
The post Rewarded User Acquisition: Transforming Mobile Gaming with James Crabb, Head of Gaming Partnerships at Almedia appeared first on European Gaming Industry News.
Interviews
FTDx Wins Xanada Startup Contest: Unlocking Untapped iGaming Traffic with Innovative Monetization Solutions
Recently, Xanada Investments announced FTDx as the winner of this year’s Xanada Startup Contest, an investment initiative of the fund. FTDx has demonstrated outstanding innovation in traffic monetization within the gambling industry, earning them the top spot.
In the interview below, Vladimir Malakchi, the CEO and Managing Partner of Xanada Investments, and Björn Nilsson, CEO and co-founder of FTDx, share their perspectives on this achievement and what lies ahead.
Vladimir Malakchi, CEO and Managing partner at Xanada Investments:
What were your overall impressions of this year’s Xanada Startup Contest participants, and why did you choose FTDX as the winner? What key factors stood out about their solution that aligned with Xanada Investments’ vision?”
VM: This year’s Xanada Startup Contest had nearly 250 applications from all over the world. The range of ideas was incredible, everything from gamification to AI-driven user engagement. What made FTDx stand out was how practical and impactful their solution is. They’ve tackled a big issue in iGaming, what to do with traffic that doesn’t convert because it’s from regions operators usually ignore. Their system turns that missed opportunity into real revenue while also encouraging first-time deposits.
We loved how FTDx backed up their idea with real numbers and a solid strategy. They’re not just solving a problem; they’re doing it in a way that scales and adds value for operators. That’s exactly the kind of project we look for at Xanada Investments-solutions that deliver results and create meaningful change in the industry.
Xanada Investments has a history of backing scalable solutions. How do you assess the scalability of FTDX’s technology, and what competitive advantage do you believe this gives them over other monetization platforms in the market?
VM: At Xanada Investments, scalability is a key factor in evaluating projects, and FTDx has shown a strong foundation for growth with its lightweight, adaptable platform. Its seamless integration with operators’ systems and focus on real-time revenue generation make it ideal for scaling across regions, especially in today’s fast-moving digital landscape.
FTDx’s major advantage is efficiency,it captures value from active users during live sessions, reducing the need for costly re-engagement strategies. This cost-effective approach works well in markets with varying tech infrastructure, including those with high mobile traffic but limited resources, enabling FTDx to tap into a wider audience.
The platform’s data-driven design supports continual optimization, allowing operators to refine strategies based on real-time insights. This adaptability keeps FTDx competitive in a rapidly evolving industry. Overall, FTDx’s scalable and proactive monetization tools provide operators with a reliable solution for driving revenue in diverse global markets.
Looking ahead, how do you envision FTDX evolving with the support of Xanada Investments? What role does their team’s expertise play in ensuring the successful execution of these growth plans?
VM: With Xanada’s support, FTDx is well-positioned to expand its reach and develop its platform to meet the growing demands of the iGaming sector. Our resources and strategic network will provide FTDx with the connections and insights needed to enter new markets, particularly in regions like Europe and Latin America, where demand for gamified, real-time engagement solutions is on the rise. Xanada’s role will not only be financial but also advisory-we’ll work closely with FTDx to refine their approach and scale their operations effectively.
The expertise within the FTDx team is a major asset in executing these growth plans. Their background in data analytics and monetization strategies means they have a clear understanding of the market’s demands and a precise approach to addressing them. This technical and strategic expertise allows them to develop solutions that are not only innovative but also grounded in practical applications. Their ability to anticipate and adapt to industry trends is a valuable strength, ensuring they can keep up with evolving customer expectations and continue delivering results as they scale.
FTDX’s ambitions to provide measurable outcomes, whether through immediate revenue generation or long-term user retention aligns closely with Xanada’s vision for sustainable growth. By leveraging our network and expertise, FTDx will have the support needed to continually innovate while expanding into new markets. Together, we envision FTDx not only as a leader in iGaming monetization but also as a standard-setter for efficiency and effectiveness in player engagement solutions.
Björn Nilsson commenting on the win of FTDx in the Xanada Startup Contest:
Congratulations on your victory! What was your strategic motivation for participating in the Xanada Startup Contest, and what advantages do you see from this win in terms of your future development?
BN: Thank you very much! I’ve had experience participating in startup contests before, including one with Triggy. While we didn’t win that time, we made it to the top 10 finalists, which was an invaluable experience for the company’s growth. As I mentioned during my podcast with Vladimir Malakchi, contests like these sharpen your game. As a former athlete, I know firsthand that nothing improves you more than competing. Whether you win or not, participating forces you to refine your pitch, clarify your message, and solidify your business plan.
Beyond this, I genuinely enjoy the thrill of competition.
Your product offers a unique approach to monetizing global visits. What inspired you to develop FTDx? What market challenges did you identify that led you to create this solution?
BN: My co-founder, Fredrik Selin, and I were active in several areas, primarily on the affiliate side, when we had a conversation with Jon Bowden, the CMO of New Jersey-regulated casino PlayStar. Jon mentioned that they were receiving a significant amount of traffic from states other than New Jersey and asked if we had any ideas about how to utilize that traffic. Intrigued, we promised to explore the issue further.
Using tools like Similarweb and Ahrefs, we analyzed traffic data from various brands, both large and small. What we discovered was staggering-there’s an immense amount of “lost” traffic out there. Millions of visits end up on 403/404 blocked pages every month, representing a massive untapped resource.
Ten years ago, this issue wouldn’t have existed. At that time, being online inherently meant being “global.” However, with increasing regulation and rising competition, operators must now specialize and dominate local markets to remain relevant. This focus inevitably results in excess traffic from markets where they aren’t operational. That’s where FTDx comes in-to unlock the value hidden within this overlooked traffic and turn it into a new revenue stream.
How do you see the success of the FTDx solution based on your clients’ experiences? How does their traffic volume change, and what positive side effects have you noticed from implementing your solution?
BN: Though we’re still early in our journey with live clients, the results so far have been extremely promising. For example, blocked traffic from our largest client has generated over 8,000 new accounts with other brands in just the past three months. This is traffic that would have otherwise gone unnoticed and unrealized.
When we enable traffic exchanges—allowing clients to receive blocked traffic from other operators—the volume of relevant traffic in their target markets grows significantly. One of the most notable positive side effects, and a point we’ve emphasized from the start, is how operators begin to see the extended value of brand marketing. They realize that their efforts reach far beyond their primary focus markets and, thanks to FTDx, can now monetize that extended reach.
The post FTDx Wins Xanada Startup Contest: Unlocking Untapped iGaming Traffic with Innovative Monetization Solutions appeared first on European Gaming Industry News.
David Natroshvili, Founder of SPRIBE, talks about company culture and why office working is the key to communication for any organisation
Home working, office working or hybrid working. What’s best when it comes to fostering a successful company culture?
SPRIBE started off as a hybrid working company with our employees having a lot of flexibility over where they worked from and the schedules they worked to. This served us well during the pandemic when companies were forced to send staff home during the height of lockdowns. But since then, and given the rapid growth we have experienced, we have opted to gradually switch to a full-time office set-up for our employees. Why? Because there are so many benefits to having employees working from the office, for both the organisation and those working for it. We’ve tried to make the transition as seamless as possible by creating comfortable and inspiring workspaces, offering regular team-building activities and ensuring we run plenty of social events each month, including poker tournaments and Happy Friday which brings together all team members to round off the week.
Can you talk through some of the benefits of office-based working?
The biggest benefit is the connection that forms between team members and the different teams that make up the organisation. Communication is key to a business – and individuals – achieving objectives and reaching its/their full potential, and communication is so much easier when everyone is under the same roof and can speak face to face. It allows for deeper collaboration, faster problem-solving and more cohesive processes. I think there are serious mental health benefits, too – by working from an office, people feel part of a community and don’t become isolated from their team and the wider organisation. Without its people, company culture is little more than a document of ideas and processes but when you bring the people that make up the organisation under the same roof, it comes to life.
What does SPRIBE’s company culture look like?
We have always focused on helping our employees strike a good work/life balance, and we go to great lengths to support their well-being and mental health. This includes fun activities like our weekly Happy Friday and regular social events but also ensuring that each team member feels valued and that they are supported and encouraged by senior management and team leaders. Personal development is a big part of employee well-being, so we offer plenty of opportunities for personal and professional development. This, combined with providing the right environment for our employees to work in, ensures each member of the team can thrive, develop and grow, which in turn makes them feel like they have a long future with SPRIBE and that their position within the company is valued and secure.
How will you ensure your company culture evolves alongside changing employee expectations and wider working trends?
The way I see it, talented people want to contribute to a successful business so long as their involvement is valued and rewarded. This has always been the case and won’t change anytime soon. At SPRIBE, we want to attract the best talent in the business and so long as we ensure this talent feels valued and is given the environment and opportunities to reach its full potential, while striking the right work/life balance, we will remain a highly attractive organisation to join regardless of the latest company culture trends and employee expectations.
When you founded SPRIBE, did you expect it to become the success that it is today?
Yes and no. I knew that we had an incredibly strong founding team and that when we came up with the concept for Aviator, the original iGaming crash game, that we’d come up with something big. But no, I couldn’t have seen it becoming the phenomenon that it has – Aviator is now live with more than 4,500 online casinos and has 42 million active players a month. This has allowed us to continue to innovate and be pioneers, especially when it comes to our marketing deals with the UFC and A.C. Milan. It’s this that ultimately makes SPRIBE such a great place to work – we are doing things that other companies could only ever dream of.
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Exclusive Interview with Miklos Handa (Founder of the email marketing solutions, “MailMike.net”), speaker at Vienna International Gaming Expo 2018
