In an overcrowded niche like iGaming, a well executed marketing campaign can be the key to success. Kateryna Goi, Chief Marketing Officer at Belatra, speaks with iGaming Expert and explains how the company approaches such a sensitive issue.
From maximising the impact of trade show activations, to pushing creative IP-driven initiatives like their Mummyverse in the real world, she explains how execution lies at the heart of every campaign, and leads to success.
Image: Belatra
iGaming Expert: Belatra is known for its strong presence at major industry trade shows. What role do these events play in your overall B2B marketing and growth strategy? How has your approach to them changed over time?
Kateryna Goi: Trade shows have always been a key pillar of our B2B marketing strategy at Belatra. These events give us direct access to partners, operators, and decision-makers — not just to showcase our latest products, but to build trust, spark collaborations, and strengthen long-term relationships.
Over time, our approach has evolved. It’s no longer just about having a visually striking booth; it’s about creating experiences. We focus on storytelling, personalized meetings, private networking events, and meaningful follow-ups after the show. Today, trade shows are not only a platform for visibility — they’re a powerful accelerator for growth, co-creation, and strategic partnerships.
IGX: How do your physical trade show activations connect with your broader digital campaigns and online B2B engagement strategies?
KG: Our physical trade show activations are always designed to seamlessly connect with our broader digital strategy. Everything we present onsite — from new game titles to product roadmaps — is supported by targeted online campaigns, PR initiatives, and partner outreach. Pre-event, we generate awareness through social media, newsletters, and personalized invitations. During the show, we amplify our presence with live content, interviews, and real-time updates to engage not only attendees but also those following us digitally.
At the SBC Summit, in Lisbon, we completely reimagined our booth concept and visual identity. This shift was noticed by almost everyone who visited — many described it as a “new breath” for Belatra. The fresh, modern, and creative approach demonstrated that we are a company unafraid to experiment and evolve. Very few companies today still create such thematic “mini-universes,” as I call them, and I believe these types of booths are the true reflection of a company’s spirit.
Post-event, we translate offline impressions into digital engagement: customized follow-ups, demo access, co-marketing opportunities, and deeper partnership discussions. For us, trade shows are not just physical appearances — they are an entry point into meaningful digital relationships and long-term growth.
iGX: Given your long-standing relationships in the market, how do these events help you deepen strategic partnerships or open up new areas of collaboration?
KG: Industry trade shows are not just about visibility for us — they are about relationships. Belatra has been in the market for decades, and many of our partners have grown alongside us. These events allow us to reconnect face-to-face, move conversations beyond emails, and discuss strategic goals in a more open, human way.
What makes them especially valuable is that we don’t just showcase — we listen. We collect insights about market demands, technology shifts, and partner expectations. Very often, this inspires new forms of collaboration: exclusive game launches, joint marketing efforts, or technical partnerships. Even with long-standing partners, a conversation at the booth or after the show can spark an idea that later becomes a new project.
And there is one more thing I truly believe in: as long as we are present at these events, as long as people talk about us, experience our world, and step into our booth — we remain alive and relevant to this industry. It’s a sign that Belatra is not standing still, but evolving, experimenting, and staying part of the conversation.
So for us, trade shows aren’t just networking platforms — they are a way to nurture trust, inspire innovation, and remind the industry that we are here not only to participate, but to create.
iGX: The Mummyverse has become a central element of your brand identity both at events and in general. How did this concept originate, and what business goals does it serve beyond promoting the game itself?
KG: The Mummyverse didn’t begin as just a game — it began as an emotion. When we launched Mummyland Treasure, we expected players to enjoy the gameplay. But after analysing player feedback and behaviour through third-party data tools, we noticed something bigger: the main character — the Mummy — wasn’t just another slot hero. Players recognised him, cared about him, and even referred to him as a friend.
At one exhibition, a visitor told me, “Your Mummy became my friend.” That moment changed everything.
We understood that we didn’t just create a character — we created a connection. So we made a bold decision: to bring him to life and build an entire universe around him. This is how the Mummyverse was born — a living world where the Mummy travels from one game to another, evolving, exploring, and staying close to the players who love him. It is very important to understand that this is not just a copy of a well-known game; each new game in Mummyverse has its own mechanics and type.
Beyond promoting a single game, the Mummyverse serves clear strategic goals:
- It creates a recognisable and emotional brand identity, not just a product image.
- It strengthens player loyalty and partner engagement, because people remember the character and the feeling — not just the reels.
- It gives us a creative ecosystem to expand — new games, cross-game storytelling, events, merchandise, collaborations.
- And it showcases that Belatra is a company willing to take risks, build worlds, and turn characters into legends.
For me, the Mummyverse is not marketing — it’s proof that when a game creates emotion, it has the power to become part of someone’s story.
iGX: With so many suppliers showcasing their portfolios, how do you ensure your presentation—and the Mummyverse in particular—cuts through the noise and positions your brand distinctly?
KG: In a sea of suppliers showcasing similar portfolios, we understood early on that just showing great games wouldn’t be enough. To truly stand out, we needed to create an emotional experience — something people would remember long after they leave the exhibition hall. That’s why with the Mummyverse, we don’t just present content; we invite people into a living world.
Our Mummy isn’t just a character — he’s officially part of our team. At every trade show, he travels with us as “Head of Treasure,” and you’ll even see him listed in our team roster. People hug him, take photos with him, make jokes — and that’s exactly the point. It’s part of our marketing strategy: to blur the line between game fiction and real brand identity.
We build immersive “mini-universes” at our booths — atmospheric, story-driven spaces where visitors feel like they’ve stepped into the Mummy’s world, not just another expo stand. And this narrative continues across everything we do: from storytelling during meetings to merch. Our previous merch line featured a portal with the Mummy stepping out of it — symbolizing that the Mummyverse is expanding beyond the game itself.
This consistency — physical, digital, emotional — is what makes us stand out. People don’t just see Belatra; they experience it.
iGX: The Mummyverse is evolving into a broader game ecosystem or IP that supports multiple titles. How does this tie into your long-term product roadmap?
KG: For us, Mummyverse is not just a collection of games on a single theme, but the foundation for a broader ecosystem that can support multiple games, each offering a unique experience, mechanics, and features, while remaining connected to the others through a shared universe. This approach fits perfectly with our long-term product roadmap, which focuses on creating engaging, interconnected experiences rather than releasing individual games.
By expanding the Mummyverse, we can explore different gameplay mechanics, themes, and narratives across titles, while maintaining a cohesive brand identity. This strategy allows us to create a sustainable pipeline of games, strengthen player engagement, and ultimately position Belatra as a provider of immersive and innovative gaming experiences. It’s about turning a successful concept into a versatile ecosystem that grows with our audience and keeps them coming back for more.
