Radka Bacheva: "Player expectations have matured significantly"

Radka Bacheva, Wazdan’s Head of Sales, sits down with Casino Guru News to reflect on the supplier’s strong performance throughout 2025, exploring how evolving player expectations have shaped, and been shaped by, the company’s commercial expansion.

Wazdan has had a very strong year…At the end of 2025, is Wazdan where you imagined it to be?

Yes, 2025 has ended very much in line with our expectations, both in terms of growth and execution. We set out to scale responsibly while maintaining product quality, technical stability, and partner trust, and the results reflect that focus. Expanding our presence to more than 35 regulated jurisdictions, launching 25 new titles, and securing 60 new partnerships globally demonstrates that our long-term strategy is delivering. Importantly, we have also seen our engagement tools and network promotions consistently drive measurable value for operators, which reinforces our focus on sustainable growth rather than rapid expansion.

Q: North American footprint – how are these plans coming along?

North America remains an integral market for Wazdan, and progress there has been steady and encouraging. We have continued to expand our footprint through a combination of direct operator partnerships and strategic platform collaborations, including our ongoing cooperation with Light & Wonder, which plays a key role in scaling our distribution across regulated U.S. markets.

Alongside this, we have formed new partnerships with operators such as bet365 in New Jersey, Caesars Entertainment in West Virginia, and NorthStar Gaming and Titan Play in Ontario, all supported by our engineering-led, stability-first approach.

The region demands robust performance, regulatory precision, and mobile-optimised delivery, all of which are core strengths for us. Feedback from partners consistently confirms that the market responds well to our gain-focused mechanics and reliable infrastructure, giving us confidence as we continue to build momentum across North America.

Q: Awards – are you happy with your performance, and why are rewards important to Wadan?

We are very pleased with the recognition received in 2025, with seven industry awards and 29 nominations across product, technology, and workplace culture. Awards are important because they validate the work happening behind the scenes - from advanced mathematical models and engagement tools to our operational maturity and people-first mindset. For us, recognition is not just about visibility; it is confirmation that our technology-driven, partnership-centred approach is being acknowledged by both the industry and the market.

Q: Biggest lessons from 2025 in terms of development and player expectations?

One of the clearest lessons from 2025 is that player expectations have matured significantly. Players now demand fast, stable, mobile-first experiences with no tolerance for friction or downtime. Mathematical design, performance optimisation, and scalability have become just as

important - if not more so - than visual themes. Players want control, transparency and variety, which is why features like scalable volatility and configurable mechanics continue to resonate. For developers, this means there is no room for compromise when it comes to performance and reliability

Q: Main priorities for 2026?

Looking ahead to 2026, our priorities are centred on controlled expansion and continued innovation. We are targeting entry into three new regulated markets while further strengthening our global footprint through content and tools that deliver proven results for operators. At the same time, we will continue to evolve our portfolio with advanced mathematics, new engagement mechanics and refined network promotions. Our ambition is to remain at the forefront of iGaming innovation by consistently delivering experiences that balance player excitement with operator performance.

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