Originally published on November 3, 2022 and last modified on December 28, 2022.
Could you please introduce yourself and share some insights about your position within the company? What are your key duties?
AAs the Head of Business Development at iSoftBet, iSoftBet my responsibilities include collaborating closely with our marketing team to enhance both internal and external communications with our partners. A significant part of my role involves onboarding new gaming providers onto iSoftBet’s platforms, which requires a deep understanding of customer needs to create optimal strategies and seize new business opportunities.
Another critical element of my job is to pitch our premium games to operators in important regulated markets. This involves continuous follow-up to maintain strong and fruitful relationships with our collaborators.
Given that iSoftBet ranks among the leading gaming product suppliers with an extensive game library, could you give our audience a brief overview of the company's history and its place within the industry?
With a solid reputation as a supplier, iSoftBet is dedicated to crafting unforgettable gaming experiences for some of the biggest names in the sector. Our portfolio features popular genres like Hold & Win and Megaways™, including fan-favorite series such as Twisted Tale and classic hits like Aztec Gold and Gold Digger.
Were there any particular objectives that iSoftBet aimed to achieve this year? Have there been any notable shifts in the company's developmental vision in 2022?
Over the last year and a half, our focus has predominantly shifted to prioritize key regulated markets in Europe and Latin America, targeting operators that hold licenses in these specific jurisdictions.
The potential of Latin America is well recognized, as more regions adopt regulatory structures and open up to the expansive industry. We have put significant effort into establishing a strong foothold in these markets, as evidenced by our recent partnerships with companies such as WPlay, Caliente Casino, Virtual Soft, Jugadon, and PokerStars.
We take great pride in our ability to enter regulated markets efficiently and securely, and our systematic, careful approach has proven effective as we continue our global expansion.
Are you focusing on any specific target markets or player demographics with your new game releases?
We’ve always emphasized the importance of acquiring the right licenses and certifications for our games, which allows us to tailor our product offerings to particular markets. However, the high quality of the experiences we deliver typically resonates well across all regions they're introduced.
An excellent example is Greta Goes Wild, which was initially designed for the Italian audience; despite being specifically built for one market, it has achieved remarkable success in various others, highlighting the top-tier technology behind our creations.
Are there any emerging trends or notable developments in the gaming industry that particularly capture your interest? Do you foresee any significant transformations in the gaming landscape in the coming years?
Major gaming studios are keen on penetrating the US market, as the country presents vast opportunities while notable European firms vie for player loyalty through attractive bonuses and sign-up promotions.
Entering the US market has long been a dream for iSoftBet, and our recent acquisition by IGT—which we take great pride in—has turned this aspiration into a reality. This development will significantly enhance the iSoftBet brand, allowing us to enter these markets with the backing of one of the biggest names in iGaming.
What unique features distinguish iSoftBet's slot games?
Driven by our commitment to player retention and backed by our market standing, iSoftBet's slot games are crafted to deliver outstanding visuals and engaging gameplay. Today’s gaming experiences require a cinematic feel, so we invest in elements that enhance sound, game dynamics, and pacing to align perfectly with their themes.
Of course, the mathematics and technology developed behind the scenes are crucial for creating distinctive game titles, but we also prioritize additional elements to ensure players are enticed by our offerings.
Can you guide us through the game promotion process at the company? What key steps are involved?
Predominantly, the promotion of an iSoftBet slot game game begins well before its official launch. Our quarterly roadmap is shared with our partner network ahead of each release through a newsletter, detailing all the unique and exciting features they can anticipate. We provide demos weeks in advance of launches, giving clients and affiliates exclusive access to familiarize themselves with the products.
Once the games go live, all of our clients gain access, provided the regulations in their operating jurisdictions permit it. Accompanying the launch, we release a video that showcases the game’s features and illustrates how they integrate seamlessly with the overall theme. Depending on the specific product, we often collaborate with streamers and affiliates post-launch to broaden our reach.
How do you believe your games have progressed over the past five years?
Reflecting on the games we were releasing five years ago in comparison to our current lineup, it’s clear that our products have undergone substantial advancements. With the industry as a whole advancing in quality, we’ve continuously found innovative ways to lead the charge, incorporating unique mechanics that differentiate our titles from those of competitors.
The introduction of the Megaways™ mechanic has made significant waves across the industry, as has Hold & Win—both have become crucial parts of our offering in recent years. These innovative features beautifully complement the high-quality aesthetics of our latest titles, working together to deliver exceptional experiences that players consistently return to.
Share some insights about your latest game launches. Is there one that particularly stands out to you?
In recent months, we’ve released a diverse array of slot games that cater to a wide spectrum of players, from contemporary audiences to traditional enthusiasts, making it difficult to choose a favorite. One standout title is Rise of the Genie™, which incorporates a risk-reward system; players who hold out longer stand to gain even greater winnings. Its modern design naturally appeals to gamers seeking unique experiences and is thrilling, featuring a genie that can come to life under certain conditions to amplify payouts.
Another exciting sequel is Majestic Megaways Extreme 4™, which transports players back to the African savannah through an inventive Quad Action format that significantly enhances enjoyment with unique in-game modifiers. Additionally, we take pride in releasing Ocean Hunter™, a timely addition to our popular Apex Predator series. This game is packed with engaging features, including the Wild Frenzy shark attack that can add Wilds to the reels and create the potential for incredible wins.
Where do you envision iSoftBet in the coming years, and what are the company's primary goals for the immediate future?
Currently, our goal is to persist in crafting captivating gaming experiences and products that engage and entertain players, with a focus on prioritizing our partners and their needs.
With our partnership with IGT, we anticipate gaining all the necessary tools and expertise to establish ourselves as one of the leading game studios both in Europe and the US shortly. Both organizations have strong footholds in their respective markets, and the integration of our GAP into IGT’s portfolio will enable us to reach wider audiences more than ever.
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