Belatra Games’ CMO Talks About Standing Out in the Market of Online Slots

Kateryna Goi shared valuable knowledge on how modern operators and providers can stand out in the content-abundant sector. She also talked about her company’s way to success and leading positions.

iGaming Segment Saturation: Is It a Real Issue?

Hundreds of entertainment titles get launched monthly so some developers see it as a challenge or an obstacle to their growth. Making products visible and accessible to punters while standing out from the competition may seem a complicated task.

In recent years, the industry has demonstrated a faster pace of slot creation and distribution. The UKGC researched the matter and discovered that the audience’s willingness to enjoy such games is increasing.

Here are a couple of revealed facts from the British study:

• the number of spins grew to nearly 22 billion, an ascent of 11% compared to last year;
• in Q3 2023 solely, the GGY accounted for a whopping £618 million, a YoY uplift of 6%.

These figures cause developing segment saturation and rising competition between not only content creators but also online operators. Ms Goi believes that the speed of launches influences the issue of product abundance. There are several reasons for such a fast pace but the main one is the changing nature of players’ tastes, demands and expectations. The same addresses trends in general.

Another survey, conducted by eGaming Monitor, showed that every month, 600+ development studios worldwide deliver over 550 fresh releases in sum. This means that on average, each company presents 1 slot per specified period, and some brands need even more time to bring a novelty to the market. Thus, the challenge is real. The good news is there are many methods to stand out.

Success in a Highly Competitive Realm: 5 Tips

Ms Goi shared some thoughts, ideas and facts on the best ways to win over players and guarantee great levels of content visibility.

Let us review these parameters and their specifics in more detail:

Quality and Speed: Balance

The company’s representative said that being one of the first to deliver a specific category of content or an unusual option often pays off. As the amusement industry is closely connected to technological progress, new niches appear regularly.

Innovative games allow for:

• winning the loyalty of early adopters;
• retaining long-staying punters;
• attracting new gamblers.

However, the release speed should not prevent developers from ensuring top levels of quality. Differentiation helps to stand out from the crowd but requires deep analysis before the game is launched or even planned for creation.

Belatra works hard to maintain a balance between the 2 important criteria. The company regularly pleases its end clients with new titles but does not forget to run product tests before their presentation to the audience. The provider has over 80 slots in its catalogue, created after studying user preferences and demands.

Thorough Market Research

The corporation chooses to analyse various metrics for a better comprehension of the segment’s peculiarities. This includes defining the levels of engagement, general profitability, and much more. It is also important to conduct research for each region individually. This principle pays off in the long run.

The obtained data is valuable when choosing:

• themes;
• functionalities;
• overall categories, etc.

The final result depends a lot on the results of such analysis and the team’s imagination. The majority of successful developers focus on providing the finest player experiences, intuitive UIs, and immersive elements.

Ms Goi also noted that her corporation often leverages feedback to find gaps to fill and places for further improvement. The firm makes technological progress serve clients’ needs and not vice versa. The expert emphasised that studying the market is useful in terms of improving security, partnerships and connections with end customers.

Diversity of Slot Themes

The representative highlights the importance of combining novel and popular topics, plots, designs and other aspects of entertainment products. Famous concepts evoke a pleasant feeling of nostalgia in players and cater to their need for stability. For instance, fruit slots are often associated with the first one-armed bandits and land-based gambling halls.

It is also about going deeper and reminding participants of their roots. Thus, historical, cultural, and classical genres are always in demand.

Fresh ideas bring a new wave of excitement and allow punters to never feel bored. This is also a great option for a younger generation of customers who are more open to innovations. To choose the concept, developers and operators should also research the theme’s potential.

Quality, Comprehensive Localisation

It is always far from just translating texts. The company should consider aspects related to culture and religion, as well as specifics of the local audience’s habits. This is especially important in the new markets as their residents usually show a lesser level of trust and almost no hints at what would work better for sure.

Belatra’s content is spread across 20+ countries globally. The supplier delivers its solutions in 15 language versions. The studio has adapted the content to the requirements of each region. This makes the entertainment assortment more all over the world. To better understand the needs of audiences, the manufacturer also participates in specialised events.

Applying the Latest Innovations

Fresh technological developments should be within the focus of any company willing to stand out from the competition. Additionally, organisations have to know how to make a specific invention work for them. This implies adapting the innovation to the market and business peculiarities.

Some of the most popular technologies recently are:

• AR and VR;
• cloud-based offerings;
• blockchain and cryptocurrencies, etc.

These are great tools for creating exceptional and high-immersive experiences. Also, the emergence of fresh solutions allows for the opening of brand-new and mixed niches, leading to the whole sphere expansion.

This part needs investment but it is profitable in the long run. Technology will become even more important for the iGaming segment and the content creation sector specifically as the fields continue to intermingle. Ms Goi also mentioned that her team always supports new directions and improvements.

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