Sofia Sverdlova from GameBeat about markets, players, and plans

Slotegrator talked to Sofia Sverdlova, a Head of Marketing at GameBeat. We discussed the foundation of the company, its game portfolio, markets of operation, as well as players’ preferences and developing gambling markets.

SLOTEGRATOR: Can you tell us more about GameBeat? When was the company founded, and how has it developed since then?

SOFIA SVERDLOVA: We love to say that GameBeat is an ambitious gaming studio, highlighting that we’re not just providing operators with amazing slots but developing them by ourselves. GameBeat was founded by a group of enthusiastic gamblers who wanted to create superior slots. The company was established in 2019, but it released the first games in 2021 — to be precise, seven games right away. The main idea was to make the entrance to the market remarkable — and it worked. Since then, we’ve created over 30 slots that are now available at over 800 online casinos.

S: How often do you release new games?

SS: Twice a month, we release new, exciting slots. We are not letting the market forget about us. ;) In our new games, we combine new mechanics with original settings and old but gold slots, the visuals of which are dear to our audience.

S: What are the most popular titles from your portfolio by market, and why so?

SS: In CIS countries, our most popular slot is Fortune Five Double, evergreen classics, it’s target player is very conservative and prefers games with medium volatility. The plot, which is so familiar to the audience, also plays its role.

In Europe, the absolute leader is Triton’s Realm, with its charming sea setting. I believe the secret of this game's popularity is its Hold&Win mechanics and an exciting bonus game.

Surprisingly, for all three of our main markets at once — Australia, Canada, and the crypto market — Buffalo Trail is the first choice. It’s pretty understandable when you look into the semantic core in the first two GEOs — American culture and nature are the subjects of high interest there.

S: In your opinion, what is the secret to successful operation in different iGaming markets?

SS: First of all, the game content must be localized. Players in different GEOs prefer themes that resonate with their culture or folklore. For example, Asian markets prefer themes inspired by mythology or prosperity symbols, while Western markets favor trends and pop culture references. At GameBeat, we are trying to keep up with the worldwide agenda. We recently released an exclusive game, Hamster Beat, in collaboration with Mostbet, and the results surprised our esteemed partner and us.

Secondly, special attention must be paid to the features chosen to impress the player. In some markets, mechanics like megaways or cascading reels may be top-rated, but in other markets, players choose simple gameplay.

Of course, any provider should offer the games in the local language and adapt the UI elements (like color schemes, currency symbols, or icons) to the region to make the gameplay more accessible and appealing. Even small linguistic or design adjustments can boost player engagement.

Also, I’d love to highlight the importance of flexible RTP. Some markets show a strong interest in high RTP games, while others prioritize lower RTP with higher volatility. Adjusting these parameters also helps align with local player preferences and regulatory requirements.

In markets where mobile gaming is dominant, designing games optimized for smaller screens and varied network conditions is essential — mobile compatibility with reduced data usage, fast loading times, and lightweight animations is essential. In more mature markets where desktop gaming remains popular, slot providers may prioritize high-quality graphics and sophisticated animations that enhance the desktop experience.

Another strategy that I’d draw the marketing teams’ attention to is tailoring the promotions. Cultural holiday-themed events or localized tournaments create relevance and increase player engagement. Providers often partner with local influencers or brands to make promotions more attractive and authentic.

S: What markets are the most active at the moment? What shall we expect there?

SS: It has been a couple of years since iGaming is buzzing about Latin America and its huge potential. The large population, the increasing mobile adoption, and the cultural appropriation of risky leisures make this market perfect for full-on overseeing. They say that iGaming in Latin America will grow at a CAGR of 18.4% between 2022-2028. With its well-known love to crash games, I’d also recommend paying attention to the choice of settings: diamonds and gold, food, and football are all yours to experiment and conquer the market successfully.

However, the true gem of our industry now is the African market. The reasons why we should look closer there are almost the same as with Latin America — the large population, changes in regulatory frameworks, and expanding mobile penetration. We don’t know much about this market, and the predictions of numbers vary so much from one source to another. I suggest that we follow the footsteps of any other market overseeing: start with settings as a national sport and local nature using the main countries' colors (in this case, green and yellow), and here we go. As for mechanics, I’d recommend starting with crashes, as in the example above.

S: When developing new games, what do you take into account? What players of 2024 like the most?

SS: We’ve noticed from our recent research that players worldwide are making decisions about the game much quicker than before. The providers have about 50 spins to bring the player to the game for the second time. If they were not impressed by the game during the first session, they are unlikely to come back — and this first session got much shorter. The conclusion is simple but not simple to implement — the game must immediately appeal to the audience. As for universal things, the visuals, animations, and sound must be at the highest level. A slot doesn’t stand a chance without it, and a provider will always stay in a mediocre category. The next level is meeting the demands of the particular market. As we’ve discussed, the preferred features, RTP and settings vary a lot, and if the provider doesn’t understand the target audience, it aims nowhere.

S: Going back to GameBeat, what are your plans for the future? Are you planning to favor us with new games?

SS: Sure thing. :) Until the end of the year, we’ll surprise you with a set of three (!) classic slots that are sequels to our Fortune Five series. We’re also releasing a new slot with a unique mechanic, which will definitely interest our audience from the European region.