Just what are the wider implications of a company-wide rebranding? On the surface, this seems like a relatively simple process, but when you dig behind the scenes the effects can be far-reaching.
Heightened expectations can often accompany such a move, as can a certain confusion as to why this was a step that needed to be taken.
Slotegrator Sales Supervisor, Ataur Rosul Abeer, addresses each of these issues, in addition to touching on what are anticipated to be the main points of focus through 2026, how major trends will be capitalised on and what ambitions must be met through the current year.
iGaming Expert: What impact do you expect the Slotegrator rebranding to have on the expectations that clients have of yourselves?
Ataur Rosul Abeer: A few of our clients were a little bit surprised. We are getting some questions as to why we rebranded, and has something changed or not.
We have been in this industry for more than 13 years now, and our main focus is to start something new with a new approach. We are targeting new markets.
That’s the main reason why we changed.
It has affected how we are seen and what is expected of us, 100%. But I would say that it’s more on the positive side rather than the negative.
iGX: Do you envisage any effects to be felt on the effectiveness of your sales functions as a result of this?
ARA: Looking at things from a sales function perspective, it’s a bit tough right now because we are getting more questions regarding the rebranding rather than offering something new. We are trying to explain how we improved. As we rebranded, we are going to enter some new markets.
We want to provide more. That’s why we’ve changed. We’re starting something new.
iGX: Picking up on these previous references to new markets, where are you looking at right now?
ARA: Right now, we are going to focus on Asia and Africa, especially South Africa but also Kenya and Nigeria.
We have already started onboarding Nigerian clients. We have a clear plan that has already started.
In Africa, players are growing every year, and it’s a huge market for sports betting, in addition to fast and crash games.
That’s the reason we are focusing more on the African side. They have plenty of players, and there’s not too many aggregators for the market. That’s our main logic behind targeting the African markets right now.
iGX: To pull this back to sales functions, what is your main point of focus when it comes to these sales strategies through 2026, and why?
ARA: We have been in this industry for a long time. We are working with more than 200 providers right now. When it comes to sales, we are flexible to providing different solutions for different markets.
This is especially true when it comes to Asia, CIS and Europe. We have a good quality of providers for different regions. It’s a powerful approach for different regions when it comes to the aggregation side.
iGX: What do you anticipate being the major trends that will shape the year for both Slotegrator and the wider industry in general, and how do you plan to maximise the effectiveness of these for yourselves?
ARA: I did a study of the industry, and right now, having a good platform with artificial intelligence support is really important for the future.
From the platform provider and operator sides we need to collect more information to make it easier for our partners to find all the correct retail of their players. This can be how they’re playing, providers they’re using, games they’re playing and everything regarding their behaviour.
It’s easier to have AI right now. It can give a good summary regarding specific player information. Both, operators and platform providers, need to collect more information. The future of platform providers is having a proper AI service.
When it comes to the game provider side, I believe that there’s some uniqueness needed to be introduced within the industry. There needs to be something, fast, fresh or new introduced within the iGaming industry.
iGX: What are the overarching ambitions that you hope to achieve across the coming year?
ARA: We’re working on additions and improvements to our platform. We achieved improvements in 2p25, and got approached by many operators and start-ups that went live.
We are getting a really good response from them. We are focusing more on the platform side to get the best operator friendly features to help them grow.
