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With over seven years of experience in the gaming niche, Kateryna Goi, Chief Marketing Officer at Belatra Games, shares her insights into the company`s impressive journey in an exclusive SlotsCalendar interview! Her perspective on the behind-the-scenes action at Belatra Games shows how important it is for a company to adapt to market trends and player feedback.
Are you curious to find out about the key milestones in Belatra`s growth? See what the CMO, Keteryna Goi, has to say!
Could you start by introducing yourself, detailing your role at Belatra, and sharing how your journey in the iGaming industry began?
My name is Kateryna, and I am the CMO at Belatra Games. I oversee our brand promotion strategy, shaping Belatra’s image across B2B markets. My role involves managing marketing campaigns, public relations, and partner relationships to drive our global growth. With over seven years of experience in the iGaming industry, I focus on using data-driven insights and emerging trends to enhance our brand’s visibility and foster player engagement worldwide.
Before joining Belatra Games, I served as an acting director at a company that organized large-scale exhibitions and conferences on gambling across the globe. This experience deepened my expertise in the gaming industry, fueling my passion for marketing. I then transitioned into working with a provider, where I could apply my knowledge and skills to drive impactful marketing strategies.
Could you highlight some key milestones in Belatra’s 30-year journey and how they shaped its growth and strategy?
Belatra Games has been a leader in the iGaming industry for over thirty years. Since launching our first online game in 2015, we have expanded our portfolio of more than 100 games, ranging from classic traditional slots to Plinko, roulette, scratch cards, and more. Our partnerships have enabled us to reach a global audience and offer our products in over twenty countries.
Adapting to the constantly evolving market, we’ve become resilient to industry shifts by diversifying our game offerings and expanding into new markets. Continuous development, collaboration with industry partners, and valuable feedback from players and the community have been instrumental in shaping our growth and strategy.
Can you describe the key changes in slot game features from the early days of Belatra Games to the present and how these enhancements have improved player experience?
Well, Belatra Games’ roots lie in producing land-based slot machines. Although this segment remains an integral part of our business, we have embraced the demands of the current growth of online and mobile gaming trends.
This shift required a focus on technical elements like graphics, sound, and themes to meet player expectations. And I think we’re dealing with it greatly. A standout example is Mummyland Treasures, named Game of the Year for its captivating Egyptian theme, advanced design, and engaging gameplay. This game exemplifies our ability to create immersive experiences that resonate with modern players. Over the years, our success has stemmed from adapting quickly to technological advances and player preferences, ensuring we remain relevant in a highly competitive market.
With Belatra’s presence in various global markets, how do you customize your games to cater to different regions’ preferences and regulatory requirements?
Belatra operates in over 20 countries, and each market presents unique cultural and regulatory challenges. To cater to these differences, we conduct extensive research, gathering both quantitative data and qualitative insights from direct player feedback. This allows us to understand regional preferences, and we go beyond simple language localization—adjusting themes, stories, and gameplay to align with the cultural sensibilities of each region. In Latin America, for instance, players prefer highly interactive games that evoke strong emotions, which mirrors the region’s passion for football. We’ve penetrated markets through influencer marketing and localized content by making our games feel native to each player base.
Which games from Belatra’s portfolio have been the most successful, and what unique features or themes have contributed to their popularity?
Our top games include Mummyland Treasures, Big Wild Buffalo, Princess Suki, Dragon’s Bonanza, Rise of Zeus, and Lucky Barrel Tavern.
These games have gained popularity due to their compelling gameplay, high-quality graphics, and intriguing storylines that any slot lover would wish to immerse themselves in. Regarding the specifics of these aspects and elements, we always create an endless stream of innovation and desire, evoking positive emotions in our players. Many of our games are narrative-based, engaging stories filled with adventures, magic, and a sense of comfort and coziness. We incorporate dynamic gameplay, for instance, the cascading reels, to elicit constant excitement and action. All these aspects are combined to craft a visually appealing, interactive, and truly memorable gaming experience.
Moreover, to increase the entertainment of the gaming experience, we implemented special features such as Free Games, Hot Bonuses, and Happy Hour Modes, characteristic of “Lucky Barrel Tavern,” which give players the freedom and flexibility to win bigger, offering an optimistic outlook with significantly increased potential payouts.
How is player feedback influencing the development of your games? Could you share an example where the player base input significantly shaped a game’s development?
Let me use the preference of players’ different age groups and the demographic factor as an excellent example of our focused approach to game development. Millennials, with their nostalgic tendencies, respond well to games that elicit a level of comfort and familiarity, and this is why our traditional titles, such as Piggy Bank, Lucky Drink, or Escape from Alcatraz, which were released in the early 2000s, fit into this sentiment.
On the other hand, the newer generations, especially Gen Z, are keen on quality graphics, speed, and the thrill of quick wins. Extra features like Buy Bonus and Hot Mode have been implemented into slot games like Mummyland Treasures, Big Wild Buffalo, Rise of Zeus, and Dragon’s Bonanza, adding extra fun and adjustable options. So, these instant games are a perfect example of how we’ve tailored our offerings to meet players’ preferences based on their feedback.
In the context of high-stakes games, how does Belatra promote responsible gaming and player safety?
The initial stage of our game development process always involves the first step in assessing the target market based on geo-location, the legal environment, and technical opportunities. To this end, we conduct rigorous testing to ensure our games meet the highest quality standards and comply with international regulations. We always provide safe and mobile-friendly products certified by the world’s largest laboratories, such as GLI, TriSigma, BMM test labs, and SiQ.
More specifically, we inform the players that our content is only intended for those who meet the legal age requirement, and we make sure that the disclaimer for responsible gambling is included in all our announcements.
How does Belatra Games foster a culture of innovation and creativity within the company, and what processes are in place to ensure fresh and engaging game ideas?
Our team is constantly in touch with the ongoing course of players’ preferences and interests at any given time and on every front. Our process begins with research and brainstorming to define the game’s theme and mechanics. Here, we take into consideration the trends that are currently popular and appealing to the audience. In the design phase, we create detailed storyboards and visual concepts that help us gain experience. In the development phase, our team concentrates mainly on coding the characters, adding the animation, and perfecting the sound effects to enhance the gaming experience. Finally, we negotiate with online casino platforms to have them adopt the game and enable its successful launch.
What strategies does Belatra Games employ to keep players engaged and returning to their games? Can you share any insights or data on player retention?
At Belatra, we leverage data-driven insights to measure player engagement, reception, and overall game performance. While data is crucial, we also recognize the importance of collaboration with our partners and the streaming community. Consistency across platforms is crucial to maintaining player loyalty. Our games have gained popularity among streamers due to their engaging and innovative gameplay. Mummyland Treasures, in particular, has become a favorite among streamers, attracting a growing audience. This increased visibility has helped solidify Belatra’s reputation and reach a broader audience, keeping our fans and players informed about our latest releases and advancements.
With advancements in AI, blockchain, virtual reality, and other technologies, how does Belatra Games plan to integrate these into future game developments?
As the gaming industry evolves, we are excited about integrating cutting-edge technologies like AI, blockchain, and virtual reality to offer more immersive experiences. These advancements allow us to create personalized, interactive games that adapt to individual player preferences. Virtual and augmented reality, in particular, are opening new possibilities for more engaging and lifelike gameplay. Additionally, we’re continuously optimizing our games for mobile platforms to ensure they meet the highest security, speed, and player satisfaction standards. We aim to stay at the forefront of innovation by incorporating these technologies into our future releases.
How does Belatra Games ensure its games resonate with players from different cultural backgrounds, and what role does localization play in this effort?
Localization is critical to our success in international markets. Beyond simple translation, we work closely with local partners to ensure our games reflect each region’s cultural and social nuances. We adapt themes, stories, and game mechanics to ensure our titles resonate more deeply with local players. For example, our games in Latin America often feature themes and narratives inspired by the region’s rich cultural heritage, making them more appealing and relatable to local audiences.
Looking ahead, what exciting new developments or significant releases can players anticipate from Belatra?
Belatra is continually working on new slot titles that push the boundaries of what players expect. Our upcoming releases will feature enhanced gameplay mechanics, cutting-edge graphics, and innovative features designed to meet market trends. We’re expanding our reach, particularly in Latin America, where we’ve grown significantly. Our fans can look forward to exciting updates and game releases at upcoming global industry events. We’re committed to delivering fresh, engaging content while maintaining our reputation for quality.
Before we conclude, what message would you like to share with the supporters of Belatra?
At Belatra, we’re dedicated to staying at the forefront of the iGaming industry, continually innovating to meet the evolving needs of our players. We’re expanding our game portfolio with new and exciting titles while also focusing on interactive and social gameplay, a key market trend. Our commitment to delivering high-quality, engaging games remains unwavering, and we’re excited for what’s to come. For those who want to learn more about our experience, we have an exciting lineup planned for this Autumn, starting with the SBC Summit in Lisbon. All of our supporters will get the chance to visit us at Booth B640 and catch up with our latest developments and plans while engaging in the fun activities and surprises that we have prepared and scheduled for the event.