For a company that has begun to blur the lines between affiliate and operator, social responsibility remains the ultimate watchword for Slots Temple, says CEO Fraser Linkleter.    

How important is social responsibility to the affiliate side of Slots Temple’s business?

We began life as an affiliate business that offered free demo games and slots tournaments (and we still do!). This allowed us to build a highly engaged base of players that genuinely loved playing slots. From day one, we always put social responsibility at the heart of everything we did.

We always believed that an entertainment-driven socially responsible gaming experience created a sticky player-base that trusted us and created better quality traffic for our partners.

Has tightened regulation of the gambling industry over the past few years impacted affiliates’ responsibilities towards its users?

Definitely. Affiliates deliver an estimated 30% to 50% of acquisition to operators in the UK, and while the sector is not directly regulated by the UK Gambling Commission, these numbers demonstrate that the responsibility to protect players from harm should be shared.

Increased regulation over the past few years means that operators, rightly, must be more cautious about choosing their affiliate partners. Ultimately, as affiliates, we must accept the responsibilities we share as part of the gambling supply chain.

The reality is, while affiliates are not directly regulated, the standards to which operators are held by regulators are passed on to us through our partner contracts. Affiliates that do not comply with these standards will struggle in this climate because operators will only work with the partners they can trust to behave responsibly. So social responsibility has become not just an ethical consideration but a strategic business decision too.

In 2022 Slots Temple received a license from the UKGC which allowed you to offer paid tournaments and real-money slots. Has this changed the way you think about social responsibility?

Social responsibility was always a big part of our business model, and our UKGC license was a recognition of that. Of course, offering real money games means that we are held to the same high standards as all licensed operators.

That means KYC, deposit limits, timed reality checks, affordability checks, self-exclusion options, and so on. But for us, it’s about more than mere compliance. Our model has always been about being a safe destination for fun play and prizes. As I say, we’ve fostered this community of slots fans who trust us and it’s important that we maintain that trust through the way we operate.

Ultimately, the license allowed us to offer our player-base more choice. First, that was free-to-play tournaments with cash prizes, and then low-stakes paid-for tournaments with bigger prizes, plus real-money slots.

So, your experiences as an affiliate have made you a more socially responsible operator?

Yes, because it has helped us understand what our players want. For example, we believe safer gambling is about smaller deposits. Where we offer cash play, it’s always small buy-ins and small bet sizes. There are tournaments for 1p, or you can play for free in UK tournaments, all with real cash prizes.

We also think it’s important to educate players about the games we have on site. For example, we clearly display the return-to-player (RTP) and volatility of the game customers are about to play before they are able to access the game.

It’s about being on the side of the player – whether you’re an affiliate or an operator. Ultimately, we believe that an entertainment-driven, socially responsible gaming experience will foster a loyal, trusting player-base.

The European Gaming Congress (EGC) returns to Warsaw for 2024 on 15-16 October, and organizer HIPTHER is proud to introduce the conference’s esteemed Sponsors – trailblazing professionals and innovative organizations that help make the magic happen! In this Sponsors Spotlight Interview, we are proud to welcome Vladimir Malakchi, CEO and Managing Partner at Xanada Investments.

Thank you for joining us for this interview Vladimir! Let’s introduce you and Xanada Investments to our readers: What inspired you to create an investment fund with such an ideological and philosophical approach?

Thank you for having me! The idea for Xanada Investments came from my extensive experience in the industry, where I witnessed firsthand how many promising startups struggle—not just due to a lack of funding, but because they lack proper strategic support and long-term vision. Over the years, I saw how typical investment funds often limit themselves to providing capital, without addressing other crucial aspects of business growth.

This inspired me to create a fund that goes beyond the traditional investment approach. At Xanada Investments, we focus not only on financial backing but on building an ecosystem where startups can grow together, share knowledge, and support one another. Our philosophy is centered on mutual growth. Every project in our portfolio receives more than just capital; they gain access to strategic consulting, a network of industry contacts, expert resources, and development opportunities.

It’s not just about the success of one project—it’s about creating a community where every participant contributes to the overall success of the Xanada ecosystem. Our goal is to ensure that our investments not only help businesses grow but also elevate the entire industry by setting new standards and driving innovation.

Your investment philosophy focuses on mutual growth within your portfolio. Can you share an example of how your approach has fostered collaboration between different projects under the Xanada umbrella?

At Xanada Investments, we strive to build a diversified ecosystem by supporting projects of different types, sizes, and stages of development. Our current portfolio consists of five projects, all carefully selected from over 150 applications. We invest significant resources in understanding each project and offer tailored support to ensure successful partnerships.

While we maintain an individualized approach for each project, collaboration within our portfolio is key to accelerating growth. By working together, our projects are able to share insights, resources, and strategies, allowing them to achieve significant results faster. This collective effort not only strengthens each project but also enhances the overall ecosystem, ensuring mutual success.

With Xanada Investments primarily focusing on startups within the iGaming sector, what trends do you foresee shaping the future of this industry in the next 2-3 years?

The iGaming industry is going through an exciting period of change, driven by new technology and shifting player needs. One trend we see is the growing use of AI and machine learning to create more personalized gaming experiences. Startups are using AI to make gameplay and marketing more tailored to individual players. Another big focus is on player retention. With more competition, companies are using gamification, social features, and real-time engagement to keep players interested.

At the same time, there’s increasing attention on following regulations and promoting responsible gaming. As rules become stricter in different regions, startups that can stay compliant while still offering great experiences will have an advantage. The future of iGaming will belong to those who can innovate responsibly while meeting players’ changing needs.

You emphasize the importance of a strong team and leadership in your investment criteria. What are the top qualities you look for in a startup’s leadership team when considering an investment?

No matter how great the idea or technology, at the end of the day, it’s the people behind the project who make the difference. We invest in people—their experience, potential, and vision. The leadership team is the backbone of any startup, and we believe that a strong team is key to a project’s success. We look for resilience and adaptability—qualities that help a team navigate challenges and pivot when necessary in today’s fast-changing market.

We also value experience—leaders who know their industry well and understand how to manage its complexities. They must be hands-on and not afraid to get involved in every aspect of their business. Integrity is crucial, along with a collaborative mindset, both with us as investors and within the broader ecosystem of startups. These are the qualities that set successful teams apart.

Beyond financial support, Xanada offers strategic consulting to its startups. Can you elaborate on the specific types of support that have the most impact on helping these companies scale?

At Xanada Investments, we understand that successful startups require the right guidance and strategic support to scale effectively. We provide comprehensive consulting services that encompass various aspects of business growth. Our strong network of top industry experts also offers insights in key areas such as marketing, sales, and business development.

This community of experts plays a crucial role in our support system, helping startups analyze their current challenges and develop tailored strategies for growth. We work closely with our startups to create robust business strategies that integrate all critical components, ensuring a cohesive approach to scaling.

 You’ve expressed plans to invest in 10-15 projects within the next year. How do you prioritize which projects to invest in, and what excites you most about this upcoming batch of investments?

As we look ahead, our goal is to invest in 10-15 projects that will help us build a diverse ecosystem, driving deep, foundational growth for each company. We believe that a robust ecosystem made up of various types of businesses enhances our collective strength, allowing us to offer a range of innovative solutions. We are particularly focused on finding startups in game development, casino operations, and player retention strategies.

What excites me most about this upcoming batch of investments is the talent and creativity we are seeing in these areas. We are actively seeking startups that provide relevant solutions to the iGaming industry, addressing specific pain points and offering viable business models. By concentrating on these critical areas, we are positioning ourselves at the forefront of industry innovation and ensuring our portfolio companies have the resources they need to scale effectively.

You recently launched the Xanada Startup Contest. What were the key drivers behind this initiative, and what do you hope to achieve by giving startups this platform?

The Xanada Startup Contest was created in response to the challenges many startups face in today’s market. We observed that while there are numerous startups with incredible potential, they often struggle due to a lack of resources and proper guidance. This competition was designed to bridge that gap by offering a solution that goes beyond just financial support.

What makes our contest unique is that it provides more than funding—it offers a platform for continuous learning and development. We want to ensure that startups not only receive capital but also the tools, mentorship, and strategic insights they need to maximize their potential. The contest also gives visibility to deserving startups that might otherwise go unnoticed, helping them connect with industry leaders and gain the consulting support they need to scale effectively. Our goal is to create a lasting impact by empowering startups to succeed in the long term.

 Given the challenges faced by startups in securing both funding and guidance, what advice would you offer to early-stage entrepreneurs looking to break into the iGaming sector?

My biggest piece of advice is to focus on building a strong team and a clear, scalable business model. Investors are not just looking for great ideas—they want to see that your startup can execute and grow. Be prepared with detailed financial projections and a solid understanding of your market. Finally, seek out mentors and advisors who have experience in the industry. The right guidance can make all the difference in navigating the complexities of the iGaming space.

As an investor and former gaming executive, what do you believe is the biggest challenge currently facing the iGaming industry, and how is Xanada Investments positioning itself to address these challenges?

One of the biggest challenges in the iGaming industry is player retention. With so many options available, keeping players engaged long-term is becoming increasingly difficult. At Xanada Investments, we’re positioning ourselves to tackle this by investing in startups that focus on innovative engagement strategies, such as real-time personalization, gamification, and social elements that enhance the player experience. Additionally, we’re helping our portfolio companies optimize their operations and user acquisition channels to stay competitive in this fast-paced industry.

Vladimir Malakchi will be speaking in an exclusive Fireside Chat with HIPTHER’s Co-Founder Zoltan Tuendik at the European Gaming Congress, “Mythbusting Investment in iGaming: Missed Opportunities and Xanada Investments’ Vision for Startup Success”.

Join us in Warsaw and meet Vladimir in person:

Get your tickets for the European Gaming Congress 2024 Now!

Danny McAllister, Front-end developer at Silverback Gaming, on why it’s such an important part of the slot production process

There are lots of different aspects to game production but what does front-end development cover?

The front-end team is responsible for bringing the creative aspect of the game to life. Our main focus is to take all artwork, animations and sounds and transform them into a playable game. This includes programming all the interactivity, responsiveness and performance of the game to ensure it delivers a thrilling experience on all devices and in all orientations. The front-end team is also responsible for translating each of our titles into 32 different languages. If that isn’t enough to keep us busy, we manage all the in-house tooling and internal sites, too.

Just how important is front-end development to the overall slot experience the player receives?

I’m a little biased here, but, in my opinion, it is incredibly important, especially in the online casino industry. Why? Because for new players, the entire game is the front-end client. It’s what they see with their eyes that draws novice players to a game, not an understanding of bonus features, volatilities and RTPs. Nor do they know how the random number generator works, and this can lead to issues where new players don’t trust the game’s outcome, especially how it pays out. Front-end development is therefore vital to engaging players and then building trust within the game, the studio behind it and of course the online casino that offers it.

What specific challenges do you encounter with front-end development?

Ensuring the game plays perfectly. At Silverback Gaming, we have set the bar incredibly high for each of our slots. When you throw in the multitude of devices, operating systems and browsers that slots can be played on, achieving this standard is easier said than done. I’d say that 95% of the time we don’t encounter any issues but occasionally we do, and it’s usually around a very particular device/browser combination. But through our development processes and talented team, we can always find a solution.

Another issue we face is getting Google Translate to understand context when generating translations for our in-game texts. We use it as a first pass for translations and then make the necessary modifications as needed. A good example is the word “close” – it can either mean proximity or an action of closing something open. When the word is singularly translated, Google often gets the content wrong. With our games translated into 32 languages, this can be a laborious issue to overcome.

How do you overcome the challenges faced with front-end development?

So, each time we find an issue with a particular browser, we can detect the exact browser version along with other device-specific information. This allows us to act accordingly to prevent said issue in the future – we do this by making the fix in our framework and then never see it again. But it is a bit like whack-a-mole since we can’t control what device our game is being played on, nor can we ensure every issue on every browser version is covered. Of course, the more faults we find, fix and amend in the framework, the fewer issues we can potentially stumble over.

When it comes to translation context, we are about to try an LLM to translate our text which can be prompted with context before translating. This comes with its own challenges, such as non-deterministic results from the LLM, but it’s a step in the right direction.

Does front-end development present opportunities for innovation?

At Silverback, the way we approach innovation is through collaboration and regular brainstorming sessions with all teams present. It was in one of these meetings that we came up with the idea for our unique Clockways^TM mechanics. In the front-end team specifically, we have hack-a-thons where each member of the team works on something of their choosing for one day. At the end of the day, we have a “show and tell” which has generated some really clever concepts that have ultimately made their way into our processes and even games.

In addition, the front-end team works on server-side functionalities using NodeJS. We have a powerful command line application tool plus a bespoke full-stack framework which allows us to create internal tooling including server proxying which allows us to develop independently from the back end where necessary.

Is this an area where studios can stand out from their rivals?

Absolutely. Because our front-end team can also dip into the full stack territory, they can make progress in areas where some of the competition may not be able to do so quite as easily because of a hard separation between the front-end and back-end. Our bespoke framework also provides unrivalled flexibility and proved instrumental in the development of Clockways, which is truly unique.

How are the latest devices allowing you to push boundaries?

Today, devices are incredibly powerful and can now deliver a highly engaging player experience. I have been developing slots since 2013, and I am amazed at the capabilities of the latest smartphones, especially when it comes to playing animations on the screen simultaneously. But that’s not to say we can sit back and take it easy while the devices do the hard work for us. We need to continue to optimise where possible and push boundaries to make use of the device’s full capabilities. At Silverback, we are laser-focused on creating the best possible player experience for all of our games and on all devices.

Any final thoughts?

Yes. I’d like to quickly touch on artificial intelligence. As a studio, this is something we have embraced and are looking for the best places to integrate it into our workflows – the translation of content touched on earlier is a great example – to improve our games. But that doesn’t mean AI belongs everywhere and we will only use it where it makes sense to. I’ve been keeping a close eye on LLMs for some time but only now do I believe they are at the point where they can genuinely be used by the front-end team.