As the iGaming industry gears up for the SBC Summit in Lisbon, all eyes are on Belatra, a developer with over three decades of experience in both online and offline gaming. In a new interview, Kateryna Goi, the Chief Marketing Officer of Belatra, reveals the company’s bold new strategies, the importance of data-driven marketing, and why 2024 marks a pivotal moment for its presence on the global stage. 

Q1: Kateryna, Belatra has been a key player in the iGaming industry for over 30 years and an experienced participant in the SBC Summit. What drives your continued participation, and how has your approach evolved?

Kateryna Goi: Our participation in the SBC Summit has always been about more than just showcasing our products—engaging with the industry, exchanging insights, and staying ahead of trends. Over the years, we’ve gained valuable experience, particularly as we transitioned to online gaming in 2017 and navigated the global shifts in entertainment consumption that followed in 2020. Each year, we’ve refined our strategies and expanded our offerings. In 2024, we’re focusing on deepening our connections and sharing our latest innovations in more interactive and impactful ways. This approach allows us to effectively contribute to the collective growth of the iGaming industry while continuing to evolve alongside it.

Q2: The iGaming industry has seen rapid changes, particularly with the advent of new technologies. How has Belatra adapted its marketing strategies to stay ahead in such a dynamic environment?

Kateryna Goi: Adaptability is crucial in our industry. We’ve embraced data-driven strategies, which allow us to tailor our marketing efforts more precisely to the preferences and behaviors of modern players. This approach is deeply rooted in continuous marketing research and constant feedback from our users. Understanding player preferences through research and 3d-party experience at events like SBC helps us refine our products and marketing campaigns to meet their evolving needs. By leveraging data, we can create more personalized experiences, which is crucial in maintaining player engagement. 

Q3: Regarding data-driven strategies, you mentioned the importance of understanding modern players. What insights have you gathered about player preferences, and how do they influence your marketing approach?

Kateryna Goi: We’ve found that player preferences vary significantly between generations. Millennials, who transitioned from physical to online casinos, often seek out traditional games that remind them of the past. Titles like Piggy Bank and Lucky Drink remain popular with this group due to the nostalgia they evoke. We’ve adapted by bringing these classics online, allowing Millennials to enjoy familiar games in a new format.

Gen Z, on the other hand, favors fast-paced, visually engaging games with quick rewards. They’re more selective and follow trends, gravitating towards innovative features and dynamic gameplay. Understanding these differences allows us to tailor our marketing strategies and game development to cater to the distinct needs of each group, ensuring our offerings remain relevant and appealing.

Q4: What role do exhibitions like the SBC Summit play in developing the iGaming industry? Are they more than just marketing opportunities?

Kateryna Goi: Exhibitions are crucial for the industry’s development. They are not just about showcasing products; they are platforms for knowledge exchange, networking, and collaboration. At events like the SBC Summit, you can gather insights from various market players—casinos, platforms, developers—and gain a holistic understanding of industry trends. These interactions often lead to new ideas and innovations. For instance, a discussion on player behavior might inspire a new feature in our games, or a conversation about future technologies might spark a new marketing campaign. So yes, while exhibitions are excellent marketing tools, their impact on industry development is profound.

Q5: What are the non-negotiables for a successful iGaming company in the current market?

Kateryna Goi: A successful iGaming company today must focus on delivering a seamless, omnichannel experience. This means that whether a player accesses your games on a desktop, mobile device, or even a VR headset, the experience should be consistent and engaging. Additionally, personalization is vital. Players expect content tailored to their preferences, and companies that can deliver this will thrive.

Beyond this, marketing possibilities extend even further with a high-quality product. For example, graphics from the games can become NFT art and find their way into digital galleries, while game soundtracks are promoted alongside popular music tracks on platforms like Spotify – we’re about to present such a case quickly. It’s not just about promoting a game—it’s about creating an entire world that immerses people in a rich, multi-layered experience filled with references to our products. 

Q6: Belatra is expanding into new markets, such as Latin America. How does your marketing strategy adapt to these regions?

Kateryna Goi: Entering a new market like Latin America requires a deep understanding of local player preferences and cultural nuances. We emphasize player-centric marketing, which involves multilingual support, engaging loyalty programs, and showcasing success stories that resonate with local players. We also adapt our content to highlight upcoming releases and behind-the-scenes content that appeals to the local audience. We aim to connect with players beyond gaming, demonstrating our commitment to their satisfaction and well-being. This approach positions us to make a significant impact in these emerging markets.

Q7: The SBC Summit is just around the corner. What can attendees expect from Belatra at this event?

Kateryna Goi: We have an exciting lineup planned for the SBC Summit. Visitors can find us at Booth B640, where we’ll be showcasing our latest iGaming products and solutions. Expect interactive demos of our newest games, allowing attendees to experience them firsthand. We’ve also prepared exclusive giveaways to ensure everyone who visits leaves with something memorable. But beyond that, our booth will be a hub for networking. We’re eager to connect with industry professionals, discuss future trends, and explore potential collaborations. For those who want a deeper dive into what Belatra offers, we’re scheduling personal meetings to provide focused attention and discuss tailored solutions.

Q8: Finally, what’s next for Belatra? Are there any upcoming innovations or expansions you can share?

Kateryna Goi: We’re constantly innovating, and in the coming months, you can expect to see more exciting developments from us. We’re preparing new, interesting slots packed with bonuses and unique features to captivate players. Additionally, we’re expanding our presence in several emerging markets with significant growth potential. Our focus remains on creating high-quality, engaging games that resonate with players worldwide, and we’re excited about the possibilities ahead.

As Bojoko’s Bingo Expert, Kati Saari is responsible for investigating and analyzing the best payout percentages across online bingo sites in the UK. Given the increasing importance of payout percentages in player decision-making, Kati helps Bojoko’s users navigate the crowded bingo landscape by pinpointing sites that offer the best return for their money.

In this exclusive interview, Kati discusses players’ challenges when accessing RTP information on bingo sites and how many operators still fall short in making this critical data readily available. With her wealth of experience in the bingo industry, Kati provides unique insights into how transparency (or lack thereof) can affect player trust and long-term engagement.

How important is a bingo site’s payout percentage to potential players?

It varies quite a bit. Many players are unaware of any difference between one bingo site and another, but overall, players are more educated than ever before. With the increasing availability of comparison tools and review sites like Bojoko, players know that a higher RTP means a greater return over time.

For bingo, where the social aspect is strong, players still expect a fair return on their investment. This growing awareness pushes operators to communicate their payout rates clearly to maintain player trust and loyalty.

How open do you find bingo sites are about disclosing their RTP rates?

It’s quite disappointing, to be honest. While some operators are transparent, many still bury this information within their terms or don’t provide it. Given how critical RTP is to the decision-making process for many players, it’s frustrating to see how difficult it can be to find this data. I believe operators need to do better. If they want to build trust and retain players, they must be upfront about these percentages and not hide them away.

How does RTP transparency affect a bingo operator’s ability to attract and retain players?

Transparency around RTPs is a great way to build trust. Players are looking for platforms that offer not just entertainment but fair gaming conditions. When operators display their payout percentages, it reassures players that the site isn’t taking excessive margins. Operators who obscure this information risk losing more experienced players.

What role does Bojoko play in helping players understand and choose bingo sites based on payout percentages?

At Bojoko, we focus on providing players with detailed, unbiased information to make informed decisions. We have a dedicated page showcasing the best payout percentages for British bingo sites, showing the percentage of each. Sadly, the number of bingo sites listed with their payout percentage is still low, but I am constantly pushing for more information from our partners.

Additionally, our bingo comparison tools allow users to filter sites based on payout percentages, giving them a clear understanding of where they stand.

We also provide in-depth reviews and player feedback to ensure users get a complete picture—not just of the RTP but also of the game experience, bonuses, and community aspects. It’s all about empowering players with the right information to choose a site that suits their preferences and playing style.

How do you see the future of payout percentages shaping player expectations in bingo?

Player expectations will continue to evolve, with an increasing demand for transparency and fairness. As players become more savvy, they gravitate toward sites offering clear, competitive payout percentages. A few months ago, we spoke about affiliate marketing strategies, and I believe clear information about RTP could soon become a much more significant part of this conversation.

We also foresee a shift toward more personalized gaming experiences, where players can choose between higher-risk, high-reward games and safer options with smaller, more frequent payouts. Operators who can adapt to these preferences will be best positioned to thrive.

In our latest Q&A, we sat down with Thunderkick’s Key Account Manager, Andrea Brioschi, to discuss the importance of localisation and the intricacies of the Italian market.

Although Thunderkick is an established provider in Italy, how important is it having a native speaker to build and maintain strong partner relations in the market?

A localised approach is key in any market, but it is particularly important in Italy, where the natives are typically very traditional people. Italians like to communicate in their own language, and it is far easier to forge relationships when you share traditions and can understand cultural references relating to a specific way of life.

Certain marketing strategies that work in other European jurisdictions won’t necessarily be effective in Italy, so having a native managing client relationships is pivotal in enhancing operational efficiency. Like any industry, iGaming is about building and maintaining relationships, and a targeted approach will not only help establish connections, but can also aid in delivering country-bespoke content and marketing campaigns.

In your position working across multiple jurisdictions, what are the differences in how the Italian market operates?

The Italian market is incredibly unique and comes with its own challenges. The strict regulatory guidelines make marketing new products tricky, with various game approval processes in place and numerous certificates required. As a result, the process can sometimes take up to a month, meaning a huge amount of prior planning is necessary in order to meet deadlines.

This is why it’s essential to have someone in place who works within the market, day in, day out. You can no longer navigate the Italian market as a salesperson. Instead, you must have a broad spectrum of knowledge and experience within sales, compliance, and legislation.

How has your position as a native Italian speaker helped resolve previously encountered issues?

Thunderkick’s approach in Italy has allowed us to build relationships with a host of reliable partners, which are crucial when it comes to launching games. Previously, due to the processes in place, games would often be released days, sometimes even weeks later in Italy. With the right coordination and planning, as well as optimised communication, we can work ahead of schedule to obtain certification early, streamlining the product launch process so that games can be released on the same day in Italy as they are across the rest of Europe.

Effective communication is the most important aspect. Having a native speaker means nothing gets lost in translation and the correct message can be relayed from our Italian partners back to the Thunderkick tech and compliance teams, in turn allowing for rapid and efficient problem-solving.

What are the key benefits of adopting a tailored approach to commercial activities in a market and what impact has this had on revenue?

At Thunderkick, we strive to provide the best possible service to our customers. Something which may seem inconsequential, such as having similar experiences growing up, can be more significant than you think in fostering strong relationships. I have the opportunity to really get to know our partners, allowing us to tailor our approach according to their preferences.

It is also necessary to understand what resonates with players in a specific market, paving the way for bespoke content and targeted communications. We can now make predictions about which games will be more successful in Italy and create a marketing campaign across the relevant channels to appeal to the target audience. Ultimately, this tailored strategy is a key factor in amplifying player acquisition, enhancing player experiences, and driving commercial revenue growth. This has been apparent, with Thunderkick’s Italian operations thriving alongside the expansion of the market.

Do you think the success of Thunderkick’s localised approach in Italy will impact future decisions to employ native speakers in targeted markets?

Having seen the impact of our localised operations in Italy, Thunderkick has already taken steps to replicate this strategy. With the emergence of the promising Latin American markets, of which we have recently launched in Mexico with Rushbet and Colombia with Luckia, Thunderkick has taken steps to appoint a Spanish-speaking Account Manager, Ariadna Ölund.

Ariadna will contribute to forming relationships and tailoring our approach in the established Spanish market, as well as across the Atlantic in Latin America. It is difficult to predict where the next hub of iGaming will be, and therefore it is vital to remain flexible and build a diverse team with expertise across global markets.