Ralitsa Georgieva: "The brand alone isn't enough – the product has to stand on its own"

Octoplay continues to strengthen its reputation with the launch of a fourth bespoke title for Flutter Entertainment. Built with scalability at its core, the company delivers tailor-made content without compromising innovation or quality. With a strategic focus on trust, premium experiences, and market expansion, Octoplay shows no signs of slowing down, as explained by Ralitsa Georgieva, the company's Director of Business Development.

Q: Octoplay has recently launched a fourth bespoke title for Flutter Entertainment. How challenging has it been to deliver these custom projects on top of your regular game release schedule?

We consider it a privilege to develop bespoke games for market leaders like Flutter. These kinds of partnerships are not just opportunities -they’re relationships we aim to nurture over the long term. Thankfully, Octoplay was built from the outset with scalability in mind. That foundation allows us to deliver tailored content alongside our core roadmap without compromising on quality. We're committed to creating premium player experiences, and that shared focus is what continues to underpin our collaboration with Flutter and others.

Q: You mentioned that Octoplay was built with scalability in mind. Can you share how your team structure or development process enables you to balance innovation, speed, and quality across multiple simultaneous projects?

The real question isn't about process - it's about focus. We don't try to be everything to everyone. Instead, we've identified what makes a great player experience and built our entire operation around delivering that consistently. Our team structure reflects our core belief that exceptional talent, given the right environment, will naturally find ways to innovate and scale. We're not interested in complexity for its own sake. What matters is creating games that players genuinely enjoy, and everything else - whether it's team dynamics or development workflows - serves that singular purpose.

Q: Do you believe there's room in the market for companies that focus exclusively on branded games rather than pursuing a mass-market approach? From your perspective, does that model make business sense?

There may be space for it, but at the end of the day, the brand alone isn't enough -the product has to stand on its own. What drives long-term success is the strength of the team behind the games and the quality of execution. We’ve been fortunate to work with leading partners who share our obsession with product excellence, and that alignment is ultimately what resonates with players.

Q: You've emphasized trust and long-term partnerships as key to Octoplay's growth. How do you go about building and maintaining that trust when entering new regulated markets or working with new operators?

Trust is built through understanding what each partner actually needs and consistently delivering it. Every operator we work with faces distinct challenges, which is why we reject the one-size-fits-all approach entirely. We work closely with each partner to understand what they're actually trying to achieve, then develop products that serve those specific objectives.

Q: You recently introduced Jackpot Blitz with BetMGM Ontario. How impactful has this feature been so far, and what do you see as its biggest strength?

Jackpot Blitz has been a standout success, with an opt-in rate of over 80%. That level of engagement is no accident -it reflects a product that genuinely enhances the player experience. What sets it apart is how closely we collaborated with BetMGM to shape it. Both teams brought deep expertise and a shared ambition to innovate, which led to a feature that truly stands out in a crowded space.

Q: What would you say has been Octoplay's most notable achievement in 2025 to date? Was it the result of a focused strategy or something more unexpected?

Rather than pointing to a single launch or milestone, we’re most proud of the trust we've built -with both partners and players. That trust has enabled us to go live with over 80 operators and expand into seven new regulated markets this year, consistently working with the top-tier brands in each. None of it has been accidental. Our strategy is deliberate, data-informed, and globally scalable -and 2025 has shown it’s working.

Q: Finally, what's next for Octoplay?

North America remains our key strategic focus. It’s the most dynamic regulated iGaming market in the world, and we’re applying everything we’ve learned from Europe’s largest operators to deliver success there. Our New Jersey launch with BetMGM was a major step forward, and several additional rollouts with leading brands are already lined up. We’re just getting started.

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