iGaming provider ICONIC21 is banking on extreme operational flexibility and a commitment to adapting its product roadmap on the fly to stand out in the highly competitive live casino sector.
The company, which recently celebrated its first anniversary since rebranding from its previous identity, Better Life, commits an extensive 60% of its development roadmap to client requests, to deliver ‘fast, bespoke delivery of features and solutions’.
Speaking live from the show floor at the SBC Summit 2025 in Lisbon, Edvardas Sadovskis, CPO for ICONIC21, explained that this radical client-centric approach was central to the provider’s new focus and differentiation strategy.
He noted: “We’re actually coming to the client asking what kind of business goals they have, what kind of business strategy they have and we’re trying to align what kind of products they would like to see in the alignment of the strategy. So this is really important for us and it gives us a clear vision of how our product needs to be changed.”
ICONIC21, which initially launched four years ago focusing solely on live casino, is expanding its portfolio beyond classical tables (roulette, blackjack, baccarat). A key growth area is the ‘Gravity Series’, which features additional multiplayer boosters and higher volatility to elevate player winnings.
Offerings include ‘Crash Live’, described as the market’s sole unique product of its kind – a live crash game show featuring a host and a studio leaderboard.
The product roadmap promises significant growth across verticals. Upcoming releases include ‘Gravity Wheel’, a game show featuring a money wheel designed to be the quickest in the industry, with very high multipliers, as well as ‘Gravity Poker’ by the end of the year.
The company is also scaling its RNG and slots presence. The RNG portfolio is expected to jump from eight to 15 games by the end of 2024, targeting two monthly releases. The slots division currently includes 20 titles across classical and experimental streams, with plans to increase its pace from two to three or four new slots per month.
Sadovskis highlighted that product development is influenced by extensive research into general user behaviour outside iGaming – specifically monitoring mobile device trends like social media ‘Reels’ and ‘Stories’.
To hear more on this and ICONIC21’s future plans, watch the video above.
