Marina Ostrovtsova: "Collab in iGaming or how to stand out in a saturated gambling space"

Even the most prominent companies can only rely on past successes for a while, right? How can they keep solving problems in new ways and consistently create products that people want?

The key is collaboration or co-creation. It means involving different voices that wouldn't normally be heard in the company's decision-making process, gaining new perspectives, and encouraging daring experiments.

So, let’s explore the what and the why of collaboration in iGaming and what value different industry players can bring to your business.

Collaboration in iGaming: going beyond simply creating games

Usually, iGaming companies keep everything about new products and ways of doing things secret and inside their own walls. But collaboration changes this. Now, businesses are teaming up more and more with other industry players from outside to get fresh ideas and break free from their habitual ways. They know they don't have all the answers, so they make sharing new thoughts and solutions easy for others.

When we think about collaboration in iGaming, we think about those numerous partnerships between game developers and operators with the only goal of distributing online casino content. However, it can involve many other stakeholders in looking at iGaming from different angles, generating new opportunities, and coming up with even better products.

Building trust through collaborating with players

Making a successful game isn't just about having great ideas; it's about understanding what players really want. When you know what your audience values, you can develop games they love and build strong, trusting relationships with them, increasing engagement and loyalty.

For instance, at BGaming, we have been focusing on listening to our players for over two years. We study user preferences, frequently test new games with real players, gather feedback, and apply it during development. Our partner, the gambling community Scatters Club, helps us with this process.

So, by understanding player needs, listening to their voices, and collaborating with player communities, iGaming businesses can improve their content and make them more sought-after.

Enhancing player engagement with developer-operator exclusive games

What if we go beyond the simple developer-operator partnership and create an entirely new game tailored specifically for a particular online casino? Yes, branded and customized content is not new to the market, but it has proven effective and is quite common in iGaming.

In an industry where players have numerous options, exclusive content is essential to reactivating and engaging users. This approach is a win-win solution for all parties involved. Operators attract more players with unique content, and developers gain dedicated exposure for their games.

For instance, prominent BGaming clients like Blaze, Stake, Pin-Up, and others have benefited from branded and customized games. These partnerships have boosted their GGR, elevated player retention, and enhanced brand image.

Reaching wider audiences thanks to joint marketing efforts

Marketing in the iGaming industry is highly competitive, and collaborative marketing efforts can boost visibility and customer acquisition.

Just using this common affiliate marketing, operators can drive significant traffic and conversions, ultimately boosting their business, reaching new audiences, saving on marketing costs, and building trust through credible recommendations.

Well, what else can iGaming businesses do in terms of marketing? Let’s examine influencer marketing.

Today, gambling streamers are trusted influencers in iGaming, having impacted the industry's revenue growth. They serve as a unique form of advertising for online casinos, attracting new players and boosting engagement among existing ones.

A few years ago, as a part of a player-driven approach, BGaming started collaborating with gambling streamers and supplied them with engaging content that appealed to a wide range of viewers, ultimately increasing their reach.

Promoting games through streamer collaborations really pays off — by the end of 2023, BGaming confidently took its place among the top game providers in streamer reach: 7th in the world, 3rd in Latin America, and 6th in the CIS.

Another way —sponsor orpartner with gambling events and communities. Thus, iGaming companies can reach a wider audience, enhancing brand visibility and attracting new players to their platforms. For example, two years ago, BGaming started supporting the Scatters Club community of gambling streamers and players. Together, we organized four online streamer races— two global, one in the CIS, and one in Latin America. These events helped popularize BGaming's games in these regions, bringing the company closer to players and boosting engagement. Sponsorship deals like these are a powerful way to increase brand awareness and grow the player base.

Collaborations in data sharing and analytics

Now, data is one of the most precious assets in the industry, allowing iGaming businesses to make strategic decisions. Collaborations focused on data sharing and analytics can provide deeper insights into player behavior and preferences to improve user experience, predict future trends, and identify new opportunities and emerging markets.

For instance, at BGaming, we've always been guided by data, so we collaborated with Casinolytics, an AI analytical platform providing accurate real-time streaming data.

These experts have extensive experience in iGaming and have been studying streamers for over four years. Casinolytics helped us not only delve deeper into the world of streamers and players but also create a unique game — the online slot Aztec Clusters, created solely based on data analysis. Our colleagues analyzed over 10,000 hours of streams, using both quantitative and qualitative data, and gained actionable insights, which allowed us not only to create a sought-after and popular product but also a truly explosive one in the iGaming market.

In the first weeks of its release, Aztec Clusters caused a considerable buzz online: over 240 streamers played it, resulting in a combined reach of over 8 million minutes in total viewership since its launch in February.

To sum up

Sometimes, we might lack specific data or expertise, or we might need a fresh perspective. In such cases, it's precious to seek partners and experts who share similar spirits and values in business for collaboration, knowledge sharing, and co-creation. Collaborating with professionals in a specific field not only speeds up the development process but also ensures a higher quality of the final product. This is truly a win-win partnership, as proven by our own experience with Scatters Club, Casinolytics, and many famous partners like Blaze and Stake in branded game development.

Image credit: Casino Guru News