We are excited to feature another interview with Belatra Games‘ Chief Business Development Officer, Mikhail Voinich.
In this interview, Mikhail will share the company’s current status in the industry, and what exactly sets the company apart from other suppliers, the innovative marketing strategies that the company is using in practice, and much more interesting.
TheGamblest: Mikhail, it is amazing to welcome you to our iGaming Talks. Let’s start with Belatra Games’ current status in the industry, and what exactly sets the company apart from other suppliers.
Mikhail: Thank you for having me! Belatra Games has truly evolved into one of the industry’s most experienced players. We’ve been part of the iGaming world for over 30 years, starting in 1993 with a vision inspired by the fast-paced energy of Las Vegas. The company began as a small, garage-based operation, but from the outset, we aimed to revolutionize both arcade and casino entertainment for a global audience.
Today, we remain a dynamic force, constantly adapting to the rapid technological changes and ever-evolving player preferences. While our roots are in traditional slot games, we’ve seamlessly transitioned to the online gaming world, continuously expanding our portfolio to keep pace with market demands. We stand out because of our ability to offer a broad spectrum of games that cater to a diverse audience. Our longevity and adaptability are key factors that differentiate us from other suppliers. We’re committed to evolving and delivering engaging experiences for all players, ensuring we remain relevant in an increasingly competitive industry.
TheGamblest: Can you share with us the company’s best products and services? What exactly attracts your clients the most?
Mikhail: Our portfolio boasts a wide range of popular online slot games, each with its unique charm. Some standout titles include Mummyland Treasures, Big Wild Buffalo, Richy Hog, Princess Suki, Rise of Zeus, and Dragon’s Bonanza. These games are celebrated for their innovative gameplay, engaging features, and captivating themes that resonate with players worldwide.
Let’s focus specifically on Mummyland Treasures, as this game will be the main theme for the upcoming SBC conference in Lisbon.
Mummyland Treasures has quickly become a fan favorite, earning the title of Game of the Year. The game’s appeal lies in its ancient Egyptian theme, intricate graphics, and interactive gameplay. It offers unique features like cumulative multipliers and craft bonuses, making it a dynamic and rewarding experience for players. The high-definition graphics, paired with immersive sound effects, create a captivating environment that pulls players into the heart of the game.
At SBC Summit Lisbon, Mummyland Treasures will take center stage at our booth. The game has captured the attention of players and industry experts alike, recently winning the Best Slot Design 2024 award at the SiGMA World East Europe Gaming Awards. We’ve designed a memorable experience around this iconic game for the conference, combining exciting activities, and invaluable networking opportunities for all attendees.
TheGamblest: Are there any innovative marketing strategies that the team behind Belatra has recently leveraged to stand out in this challenging market?
Mikhail: In today’s fast-paced market, adaptability is critical. At Belatra, we’ve fully embraced data-driven strategies that enable us to fine-tune our marketing efforts based on player behavior and preferences. By continuously conducting market research and collecting feedback from users and industry events like SBC, we can refine our product offerings and campaigns to stay ahead of player demands.
Our marketing approach is multi-channel. We actively use social media to engage with players and build our brand presence. Collaborating with gaming influencers has also been a key strategy in expanding our reach. Additionally, we invest heavily in SEM & SEO to enhance our visibility and attract new players. Our partnerships with local affiliates and gaming platforms help us extend our influence, especially when we tailor promotions to specific cultural events and holidays. This blend of personalized and broad-scale marketing efforts has been instrumental in growing our brand, improving player acquisition, and fostering long-term retention.
TheGamblest: As gaming preferences differ by generation, how do you stay at the top in anticipating what players will want next?
Mikhail: At Belatra, we take a proactive, multi-dimensional approach to understanding player preferences across regions and generations. By combining data analytics with direct community engagement, we gather insights into player behavior that help us stay ahead of trends. We collaborate closely with our partners on various platforms to collect data on game performance, which enables us to identify which titles resonate with players in different markets.
We also prioritize direct feedback from our player communities. Through surveys, interviews, and regular engagement, we gain a deeper understanding of subtle preferences that might not be immediately obvious from raw data. This, combined with our continuous monitoring of competitors and regional trends, ensures that we’re always one step ahead in creating games that meet the demands of a diverse and ever-changing market.
TheGamblest: Belatra operates in various regions and serves different generations. How does your approach to game development vary between regions such as Latin America, Europe, and Asia?
Mikhail: Each region has its own distinct gaming culture and preferences, and our approach to game development reflects that. In Latin America, for instance, players are drawn to games that deliver high engagement and evoke strong emotional responses, much like their passion for football. They prefer high-volatility games with the potential for big wins, which makes our dynamic, fast-paced titles a hit in this region.
In contrast, European players might gravitate toward games with intricate mechanics and deeper storylines, while in Asia, cultural symbolism and local themes can make a significant difference in a game’s appeal. Localization goes far beyond simple translation—it’s about tailoring the entire gaming experience, from themes to color schemes, to align with the cultural and societal norms of each region. This nuanced approach ensures that our games not only perform well but also resonate with players on a deeper level.
TheGamblest: How important are industry events for Belatra Games in terms of product development? Did they help you discover the trends earlier, and if so, how does this impact your roadmap for new game development?
Mikhail: Industry events like the SBC Summit are vital for us. These conferences offer more than just a stage to showcase our products—they’re hubs for knowledge exchange, networking, and trendspotting. The insights we gather from interacting with other market players—whether they’re casinos, platform providers, or even competitors—are invaluable for our product development.
These events often inspire new features and ideas for our games, helping us refine our roadmap and stay ahead of emerging trends. For example, discussions on player behavior might lead us to enhance gameplay mechanics, while insights into upcoming technologies can fuel innovation in our marketing strategies. Ultimately, events like these allow us to stay at the forefront of the industry while continuously evolving our offerings.
TheGamblest: Another question is about taking part in industry events. How do iGaming events and conferences help you fortify your standing in the industry, particularly regarding collaborations and partnerships?
Mikhail: Our participation in events like SBC Summit goes beyond product showcases—it’s about establishing and deepening partnerships, exchanging insights, and staying ahead of industry trends. These gatherings provide a unique opportunity to collaborate with partners, share innovations, and contribute to the collective growth of the iGaming sector.
Having navigated significant transitions, including our shift to online gaming in 2017 and adapting to changing entertainment consumption habits post-2020, we’ve honed our strategies for these events. In 2024, we’re focusing on expanding our collaborative efforts, leveraging these platforms to create lasting relationships that drive innovation and growth within the industry.
TheGamblest: Mikhail, being part of such an active industry like iGaming, and being a manager in a huge company, how do you keep the balance between personal life and hobbies?
Mikhail: Balancing work and personal life is definitely a challenge, but I see the iGaming industry as an incredible source of energy. The fast pace, the drive, and the passion within the industry are actually invigorating. Watching my team succeed adds to that energy. That said, rest is essential, and it’s important to carve out time for personal life and hobbies.
The key to balance is prioritization. Rather than trying to split time equally every day, it’s about focusing where it’s most needed at any given moment. This dynamic approach ensures that I’m fully present in both my work and personal life when it matters most.
