Operator requirements are relatively straightforward, however, being able to exceed such expectations is a continuing challenge that must be met to soar above the rising tide of competition.
This is the belief of Diana Andreyan, Business Development Executive of PopOK Gaming, who exuded confidence that the studio will continue to surpass its own lofty internal expectations.
On the showfloor of last month’s iGB live, she also elaborated on the challenges associated with transition from land-based to online and vice versa, and the heightening appeal of niche gaming.
Breathing new energy into iGaming
“Operators simply need content that stands out in a crowded market that drives player retention and fits diverse jurisdictions”, Andreyan begins by touching on the main pain points being faced by clients in the current climate.
Subsequently, this is the driving force behind PopOK Gaming’s roadmap strategy, and the thought process is driving the future design of its catalogue.
“We provide a mix of engaging slots, crash games, instant games and live casino with innovative twists, plus our back office tools continue to help operators run targeted campaigns, distributing free bets or bonuses either randomly or based on player activity,” she says.
“This gives them flexibility to react in real time to keep their audience engaged.”
This sees attention turn to the current roadmap and the specific titles that are causing excitement and optimism. Andreyan notes that this is both “very dynamic” and “capturing strong industry attention”.
“One of our headline products is Avi, a crash game that’s more than just a typical minimalist title,” Andreyan continues.
“It’s a fully animated aircraft experience with emotional tension and smart monetisation calls. I also want to mention our creative collaboration with Alec Monopoly through Poly Games Studio.”
This collaboration is also set to be extended further still, with a view to bringing “fresh energy” into the segment. Live casino studios will benefit from two new titles, while real money slots, designed by the street artist himself, will also be rolled out.
“Alongside this, we continue to expand our land-based portfolio with over 20 games for now on our cabinets,” Andreyan notes.
“Our roadmap isn’t just busy, it’s truly designed to excite players and drive measurable value for operators.”
Detecting underdeveloped opportunities
With a variety of iGaming verticals previously touched upon, attention swiftly pivots to place the spotlight on the array of niche offerings that are currently scattered across the industry.
As these continue to gain traction across numerous jurisdictions, a rising number of studios are taking note. Andreyan resumes by looking at PopOK Gaming’s strategy of maximising the opportunity presented.
“We see tremendous opportunity in gamified casino experiences, such as crash and instant games,” she says.
“Players are increasingly looking for quick engaging formats beyond traditional slots, and our diverse crash portfolio already stands out in the space.
“We also see branding or bespoke content as a strong niche. Our ability to quickly develop customised games gives operators the power to differentiate.”
In addition to targeting niche gaming at an increasing rate, PopOK Gaming also faces the challenge of transitioning a slot from its land-based to online offerings, or vice versa.
To achieve the necessary targets and maximise the appeal of such an alteration, Andreyan notes that PopOK Gaming looks closely at each title, encompassing elements such as volatility and signature features, and tailors the experience for the specific channel.
“For example, in moving to land-based, we enhance the physical presence with customisable lighting, premium sound and immersive cabinet design,” she says.
“Going the other way, we introduce mechanics like multipliers or in-game jackpots that cater to online players. Also, we added extra excitement for the players – now they have a choice between double gambling functionality or crash games.
“In both directions we maintain brand consistency so players can recognise and trust the experience, whether they’re on the casino floor or on their phone.”
New geographies vs current strongholds
A desire to stretch a brand’s presence across as many regulated markets as possible is a prime target for many, and PopOK Gaming is certainly not averse to also venturing down this path.
However, in addition to new geographies, the studio also remains focused on continuing to surprise both partners and players with stand-out initiatives in current regions.
While Europe maintains its place as one the PopOK Gaming’s strongest continents, Latin America, driven by an appetite for “vibrant high volatility content”, is said to have built significant traction.
Elsewhere, recent certifications and partnerships are “solidifying our position” in key CIS countries and beyond, and this year’s South African entry could be a gateway to a wider charge.
Billed as a “strategic first step”, this is poised to represent a “gateway” to a continent where a boom in mobile gaming will see player expectations “perfectly suited” to the company’s suite of crash, instant and slots.
Andreyan concludes: “Just like every year, we have some exciting surprises in the pipeline, new game concepts, regional collaborations, and exclusive content that will keep our portfolio ahead of the curve.
“At the same time, we’re doubling down on big promotional campaigns like our recently launched Grand Prize Storm, when 300,000 euros was distributed across partner schemes.
“These kinds of initiatives deliver direct tangible value to our operator partners, boosting player acquisition and potential.
“While we always keep an eye on strategic market opportunities, our main drive is to keep innovating, engaging and making sure our partners have the best possible tools to grow.”
