In the modern world content is king, and it’s no different for iGaming.
Ahead of SBC Summit, BGaming’s CEO, Marina Ostrovtsova, revealed to iGaming Expert how social media exposure and streamers have turned BGaming’s crash game, Aviamasters, into a viral sensation garnering hundreds of millions of views online and a swathe of new players.
Ostrovtsova also revealed the inspiration behind the title, plans for a sequel, and what leadership lessons she’s learned from Aviamaster’s unprecedented success, fuelled by the likes of Adin Ross playing the game in front of his millions of followers.
What inspired the creation of Aviamasters, and how did you decide to diverge from traditional crash-style gameplay?
Aviamasters started with one of BGaming’s front-end developers, who grew up playing old flash games. He loved how even the simplest games could surprise you and make you keep coming back.
One evening, he just got this idea in his head. He drew the plane, the ship, and even how the landing should feel. That first version already had the heart of the game.
We wanted to do something different from the usual crash-style games. The crash is just the ending, but the landing is what matters. Hitting the ground the right way feels like a small win, and the uncertainty of whether you will grab a bonus, dodge a rocket, or land cleanly keeps things interesting. That’s what makes people want to spin again.
Since its launch in July last year, what have been the key milestones in Aviamasters growth trajectory?
The growth of Aviamasters didn’t happen overnight. In the first few months after launch, things were moving, but slowly. Around six months in, it started picking up on its own. Players discovered it, then affiliates joined, and soon, streamers were sharing it, too, giving the game an extra push.
The numbers tell the story. Over the past six months, Aviamasters has racked up over 500 million views on TikTok, with more than 200 new videos about the game going up every day. During that time, new players grew by 740%, with steady week-to-week increases. What’s especially exciting is that this wasn’t limited to one region. Asia, Eastern Europe, and Latin America all jumped in.
You mentioned the game gained unexpected traction organically, especially among affiliates and streamers. Why do you think Aviamasters resonated so strongly with this audience and how has this community influenced the way you market and evolve the game?
Aviamasters resonated with affiliates and streamers because it’s unlike anything else out there. The game is physics-based, unpredictable, and centred around a simple but satisfying goal – landing the plane. That mix of challenge, tension, and surprise makes it fun to play and even more fun to watch and share.
The community played a huge role in the game’s growth. Players weren’t just engaging with Aviamasters, they started creating content: videos, memes, tutorials, and challenges. This organic activity kept the game visible, spread it to new audiences, and showed us which elements people loved the most.
Their involvement directly influenced how we market and evolve the game. Seeing how the community interacted with Aviamasters made it clear that this isn’t just a short-term hit, it’s a game people return to and share.
That insight shapes our decisions: from highlighting unpredictable, high-stakes moments in promotions to adding features that enhance skill and strategy. In other words, the community didn’t just help Aviamasters grow, they guide its ongoing development.
Streamers like Adin Ross played Aviamasters on stream without paid promotion. What does that kind of natural virality mean for your approach to influencer marketing?
The BGaming team has been working with streamers for almost three years, learning what they enjoy and designing games based on those insights. Aztec Clusters is a great example.
We also track streamer activity through our partner, Strmlytics, which gives us valuable data on trends, reach, and preferences.
Recently, BGaming partnered with a well-known Brazilian influencer, John Vlogs, who became BGaming’s official ambassador in LatAm. We spend a lot of time building these relationships because it’s not just about promotion, it’s about creating games that genuinely excite streamers.
So when someone like Adin Ross plays Aviamasters organically, without any paid promotion, it’s a huge deal. It shows that authentic interest can spark natural virality, which drives growth and gives us confidence in our approach for future projects.
Aviamasters is a major focus of your SBC Summit Lisbon booth. What can visitors expect to see and experience at the stand?
At SBC Summit Lisbon, Aviamasters is taking center stage at our huge 144m² booth B120, complete with a massive aircraft as the centerpiece.
We’ve designed custom rooms inspired by our hit games, but the spotlight is definitely on our viral banger, Aviamasters.
Visitors can expect a full-on celebration: you’ll be able to play Aviamasters on a big screen, officially join the Aviamasters Club, and even compete for a dream trip.
We’re also running BGaming’s B-Rush challenge powered by Aviamasters. Over three days, attendees can play the game and, thanks to our unique promo tool, win valuable prizes on the final day. It’s an experience that brings the game to life and gives everyone a chance to dive into the fun firsthand.
Aviamasters became a viral hit without traditional promotional tactics early on. As CEO, how do you view the role of organic growth in modern game development?
For BGaming, organic growth has become one of the clearest signs that a game connects with players. With Aviamasters, we saw how natural engagement alone could push the game to huge popularity, even without big ad campaigns in the beginning.
And it wasn’t just about going viral, it came from interaction with the audience and the involvement of partners, streamers, and players who made the game part of their own content and communities. That kind of growth builds loyalty and energy that no paid promo can fully replace.
We see organic growth as the foundation for everything. It turns a game into a living community, which has always been central to our vision.
What leadership lessons have come out of the unforeseen success of Aviamasters?
The success of Aviamasters taught us a lot about flexibility and adapting quickly to market shifts. Having a clear strategy is important, but so is listening closely to what players and partners need.
Leadership in this context means delegating, trusting the team, and creating space where creativity can thrive. We also learned the value of not being afraid to try unconventional ideas, even if the outcome feels unpredictable at first.
In the end, being open to change and considering everyone’s perspective has been key, and that’s what real success in leadership looks like to me.
Looking ahead, what’s next for BGaming beyond SBC Lisbon? Any upcoming partnerships/ titles you can share?
After the SBC Summit in Lisbon, our primary focus is growing in Europe. Portugal is especially important to us. We’ve just teamed up with Betclic, one of the country’s top operators, and we plan to connect with even more partners by the end of the year.
On the game side, Aviamasters is still a big priority. We’re always looking for ways to keep it exciting, from custom versions on different platforms to bigger updates. Very soon, players will see a special edition with a well-known celebrity, and we’re already working on Aviamasters 2 with new features that push the gameplay even further.
