The ability to not only keep pace but ensure brand popularity for a lengthy and sustained timeframe is not an accolade to be taken lightly, especially amid global landscapes that can shift dramatically at the drop of a hat.
However, this is exactly the position that Belatra finds itself after notching up a 32nd year of operation in a journey that has taken many twists and turns along the way.
In celebration of such an achievement, Sergei Skomyanov, Head of Multimedia Department at Belatra Games, has spoken with iGaming Expert to break down the story so far, the message sent by achieving such longevity, how significant changes have impacted things in a significant way and much more.
iGaming Expert: Belatra is celebrating a significant milestone this year. Can you tell us about some of the key events that have taken place during this period?
Sergei Skomyanov: The company has been in existence for over 30 years! During this time, it has transformed into a multifunctional holding with different lines of business. However, the main direction is the gambling business. Both land-based and online.
Starting with the production of game boards for machines, over time, the company has moved to the production of a complete cycle – the case, system, electronic stuffing, and directly, game programs. We entered the online casino market ten years ago, with over a hundred of our games now.
iGX: What do you think the fact that the company has stayed in the industry for so long says about the company? How do you manage to keep the brand relevant?
SS: First and foremost, it’s that the company is in the business! Constant improvement of specialists and management, the right policy of relations with partners and consumers of our products – these are the keys to success and longevity of our activity.
Attracting and supporting young specialists gives a fresh look at the current trends in our industry and allows us to look forward to the future.
iGX: One of the most notable changes over the past three decades has been the shift from land-based slot machines to online gaming. What were the main challenges this faced and how did you overcome them?
SS: The rapid development of digital technologies in the last two decades has predetermined the transition of the gambling industry to the online space.
Our company and specialists have vast experience creating a reliable land-based casino product. Therefore, we did not experience difficulties entering the online market in technical terms, but the authority among players, online casino owners, and aggregators had to be won anew. After all, they were often unfamiliar with our activities in the land-based gambling sector.
iGX: Building on this , what would you identify as the main game design changes for online and land-based platforms?
SS: Design, if we take it as a whole, is a living organism that evolves under the influence of many factors and under the influence of sometimes seemingly distant events.
Game design is not an exception; in many ways, it is the leader of these changes. Technology, fashion, generational changes, and their views – all these factors and much more influence games.
One of the brightest trends in recent years is the development of storytelling: slots are becoming interactive, with a well-thought-out plot, levels, and bonuses embedded in the narrative.
Players appreciate not only winning, but also an exciting gaming journey. In parallel, the visual component has reached a new level – thanks to HD graphics and 3D animation, games have become more lively and atmospheric.
Detailed scenes, smooth transitions, and spectacular visuals enhance engagement in both online and land-based slots.
We at Belatra have significantly expanded our design department, allowing us to introduce a broader range of styles and approaches. This has opened us up to new audiences and given us the flexibility to adapt to different regions and platforms.
While we closely monitor industry trends, we always strive to innovate and create unique, out-of-the-box solutions. In our opinion, this is the way to sustainable development in a competitive environment.
iGX: What should we expect from Belatra this year regarding new market entries, flagship projects, and other essential novelties?
SS: What are we expecting from Belatra this year? Of course, we are keeping many things secret for now – after all, what fun is it to reveal all the cards at once!
But we promise: there are a lot of interesting things ahead. We are preparing several bright launches, expanding our presence in new markets, and strengthening cooperation with key partners.
This month, we have already prepared a special release for our fans – a new version of everyone’s favorite ‘Mummy’, but in a completely unexpected Instant game format. We are sure that this fresh reading of a favorite theme will resonate with a broad audience and open new facets of gameplay for players.
iGX: What was your first project at Belatra? Do you remember the challenges you faced?
SS: Almost 25 years ago, my first projects were An Escape from Al Catraz and Lucky Drink, which were very popular in the CIS markets. It was the first attempt to introduce a linear plot into slot games.
Considering the huge interest of players and the number of realized machines, it was a success! The main difficulty was covering all the product requests. In this regard, many counterfeit products with these programs appeared on the market.
This saddened us, but it forced us to expand our production base using the most modern technology and equipment.
iGX: Many people think making a game is fun, but there’s a lot of work behind it. What does your typical day look like? What’s more creative or routine?
SS: Every job consists of creativity and routine! Sometimes, there is even more routine than creativity. But there are obligatory moments in creating a product without which you can’t do without.
Developing any game always starts with deep analysis: we study the market, look at trends, and research competitors. Only then do we start searching for an idea that is original but realistic in realisation.
If the idea passes the filter, a full-fledged project begins, where everything is already in place: deadlines, planning, approvals, testing, and, of course, a lot of routine.
However, the established process allows us to go through the technical stages quickly and efficiently and enjoy the essence – creativity and creating a unique product. It sounds a bit pathetic, but there is no other way to gamble!
iGX: When players see a game, they pay attention to the graphics and mechanics, but there are probably hidden elements that seem particularly important to you. What in the design of slots remains “behind the scenes”?
SS: Our product is quite specific! It should combine both entertainment components and excitement with faith in success. To keep the player’s interest and trust, it is a more difficult task than creating beautiful design and effects. In this regard, all game development is conducted closely with game designers and mathematicians-programmers.
iGX: What game or machine have you worked on that is especially dear to you? Is there a project that you would like to refine or re-create?
SS: Every project I’ve been involved in – creating a game or designing a slot machine cabinet – is dear to me. Especially warmly remember the moments when, years later, you accidentally see your old game or start the machine you worked on, and dozens of memories pop up in your head. It’s true nostalgia – kind, warm, a little sentimental.
But honestly, my favorite project is always the one I’m working on right now. All the energy, ambition, and desire to improve something are in it. And rebuilding something from scratch?
As much as sometimes I would like to ‘go back and do it differently’, I believe every game contains the spirit of its time. You can’t enter the same river twice; maybe it’s even better. After all, something even more interesting is always waiting ahead.
iGX: What Belatra slot machines or slots can be called iconic? Do you have a personal favorite among them?
SS: Among our legendary machines, of course, we would like to mention Al Catraz and Lucky Drink – these are classics, which many people started to get acquainted with the Belatra brand.
But seeing how new projects are already becoming cult ones is especially pleasant. I’m talking about Mummyland Treasures – a game that combined the older generation’s experience with the energy and fresh eyes of young designers and programmers.
What is especially happy is that Mummyland was not only loved by the players, but it was also developed: now we are releasing instant game versions, and we also did special re-releases for holidays, for example, Santa Mummy, and all these formats proved to be in demand.
That’s the best indicator that we’ve created something unique – a game that transcends a single release and continues to inspire, inspiring us to make a sequel to this story, expected as early as this year.
Such interest around this project encourages us to look to the future confidently – it means that what we started 30 years ago is not just living, but actively developing.
