Alex Malchenko: "It's crucial for Evoplay to keep its players in the loop about new games, releases, and promotions"

In an interview with Casino Guru News, Alex Malchenko, Head of Sales at Evoplay, discusses the company's achievements this year, its expansion into the Canadian market, and the awards it has won in recognition of its efforts. He also reflects on Evoplay’s long-term innovation strategy, new product verticals such as bingo and lotteries, and the role of strategic partnerships in strengthening the company’s global position.

Q: Alex, Evoplay recently won the SBC Award for Industry Innovation of the Year. How does this recognition feel, and what does it mean for the company moving forward?

I will never forget this moment. The victory was a pleasant surprise for our team, given the strong competition. Many of the most prominent representatives of the iGaming industry were present, and all were deserving of recognition. That is why our announcement as the winner made me especially proud.

At the same time, I believe this award was fully deserved. Our game development strategy always focuses on players’ interests and delivering an engaging experience. In addition, we consistently aim to introduce unique elements that bring new emotions. A good example is our Adrenaline Rush flagship game series, which gained popularity thanks to its innovative approach. And, what’s even more exciting is that this game was nominated for the award, bringing us the win. This recognition is not the result of one year’s work, but a confirmation that innovation is a permanent part of the Evoplay philosophy. We implement it constantly in our products and will continue strengthening this direction.

Q: What is your proudest moment this year when it comes to innovative products and services in 2025, and how does it build into further success?

2025 has been an extremely productive year for Evoplay. We are proud to have consistently released high-quality and exciting game titles for many years in a row, which the industry has repeatedly recognized. Our recent awards confirm that we are moving in the right direction.

For me personally, a major milestone has been the company’s expansion into new areas, including bingo and lotteries. We were able to develop products that stand out on the market and demonstrate our potential to provide players with new gaming experiences in these verticals.

So I believe that this year’s achievements are not only a source of pride but also pave the way for even greater success in the future. Many new and exciting opportunities lie ahead, and we are fully prepared to embrace them.

Q: Evoplay has recently pivoted towards the Canadian iGaming market with partnerships with both Caesars Entertainment and Rivalry. How important is the market in Canada to your operations, and what do you bring locally to players?

It is an honor for us to partner with established companies such as Caesars Entertainment and Rivalry. This is an essential step, as the Canadian iGaming market has become one of the key areas for Evoplay this year. We are also delighted to have established partnerships with other esteemed companies. And we are confident that our titles resonate with players’ preferences and will bring a new gaming experience to this market.

When entering new markets, Evoplay follows a clear strategy. A deep market analysis accompanies each launch. We determine which titles will resonate most with the local audience, adapting themes, mechanics, and promotional tools to match regional preferences and player behavior, ensuring every release feels native to its market. Our objective is to provide players in each region with the best experience and products that truly meet their expectations.

In addition, we actively collaborate with our partners on promotional campaigns to make the experience more exciting and closer to players. For us, market entry is not just about geographical expansion but about creating meaningful value for the local audience.

Q: You signed a partnership with First Look Games. How is this tie-up going to help you promote your products and improve their reach?

It is crucial for us to ensure that players receive complete up-to-date information about our games, new releases, promotions, and can choose the titles they like best. Cooperation with First Look Games, a platform that connects game studios with iGaming affiliates, allows us to share our portfolio with affiliates more efficiently, expand our reach, and provide players with a more diverse and complete gaming experience.

Q: After an already busy year for Evoplay so far, are there other major announcements to look forward to?

2025 has already been a remarkable year for Evoplay. We launched our global Big Adventures campaign, combining exciting mechanics with valuable rewards to bring players a new experience. Another milestone was entering the Ontario market, marking a significant step in our North American expansion. Alongside that, we’ve strengthened our partnerships across Europe and LATAM, constantly improving the player experience with fresh tools and engaging features.

This year, we’ve also enhanced collaboration with media and affiliate partners – including unique projects like Oath of Steel exclusive game test campaign, where players had a unique chance to test the game before its official release, leave their feedback, and influence the game development. And while 2025 has already been full of achievements, we can promise that Evoplay has even more ambitious plans for the year ahead.

Image credit: Evoplay