An Exclusive Interview with Kateryna Goi, CMO at Belatra Games

How has participating in industry exhibitions and events shaped the development of Belatra’s products?

Participating in industry events like the SBC Summit and our upcoming appearance at SiGMA Europe in Malta (November 11-14, Booth 1123) plays a massive role in shaping the direction of our product development. These events direct us to the latest industry trends and allow us to observe evolving player preferences. The real-time feedback we receive from players and operators at these events is invaluable for tailoring our games to meet market demand.

Could you share any specific product features or games inspired by trends observed at these events?

One of the innovations we've refined from participating in industry events is our suite of Instant games. We identified a growing demand for speed and responsiveness in modern iGaming experiences by engaging with industry leaders and studying emerging trends. This insight inspired us to elevate Instant games into a dedicated focus area, catering directly to the evolving needs of our audience.

What is the process for gathering feedback from industry events?

During exhibitions, we ensure our team is fully available to talk with operators, partners, and streamers. We conduct informal interviews, host focus groups, and give the opportunity to test the demos of our latest games in real time. Additionally, we collect data from post-event follow-ups to gauge interest in specific features.

How do you incorporate partner, operator, and end-user feedback during these exhibitions into your product development cycle?

Feedback is compiled and evaluated with our product development and marketing teams. If we observe recurring suggestions or trends, we prioritize them in our roadmap. For example, we’re constantly enhancing mobile-friendly interfaces, directly responding to what operators and other partners told us at these events. For example, the most frequent request at the SBC Lisbon was if we’re up for “Mummy 2”, as our original Mummyland Treasures game has become an absolute bestseller, loved by everyone. We’ve collected a lot of feedback and interest from visitors and partners, encouraging us to explore this further. We’re working on something exciting in response to these requests, so follow our upcoming announcements. Additionally, we’re preparing an exceptional game to be released during the New Year holidays as a gift to our audience. This will be a unique experience to celebrate the season with our players, and we’re excited to share it with everyone soon!

How important are exhibitions like ICE or G2E for networking and learning about emerging technologies?

ICE is the largest event in the gaming industry, bringing together companies worldwide and allowing us to connect with people from every continent. Since it’s held at the beginning of the year, it acts as a trendsetter, shaping the direction of the industry for the upcoming year. For us as an online provider, ICE is also the perfect opportunity to evaluate the landscape, analyze what’s new and innovative, and gain a clearer understanding of the technologies that will drive future developments, such as AI-powered game design. These exhibitions give us a chance to stay ahead of the curve and understand where the market is headed.

Have you adopted any recent innovations, or are you planning to explore them?

While AI innovations are certainly something we’re keeping an eye on and considering, our primary focus is gaining deeper insights into player behavior. We believe understanding how players interact with our games, what keeps them engaged, and what drives their loyalty is the key to creating more meaningful gaming experiences. By leveraging data analytics, we can fine-tune our game features and marketing strategies to meet the evolving demands of our players.

Can you talk about the competitive advantage Belatra gains by being present at key industry events?

Being present at crucial events helps us stay competitive by giving us early access to market shifts and trends. It also allows us to showcase our latest innovations to a global audience, strengthening our brand presence. We often see collaborations arising from these events, leading to new partnerships or product co-development opportunities.Do these events serve as a platform for collaboration, competition, or a mix of both? It’s a mix of both. While there’s healthy competition, exhibitions provide a collaborative platform where operators and suppliers exchange ideas. It’s common to strike deals or form strategic alliances during these shows. How do events and exhibitions help align Belatra’s products with market demands? We can align our product strategy with market demands by attending exhibitions. Events like SiGMA Europe help us better understand player preferences, which we integrate into our game development process. 

Newest Marketing Strategies in the Entertainment Industry:

What new marketing strategies is Belatra employing to engage modern audiences, especially in the digital entertainment sector?

We focus on shaping solid relationships with bloggers and creating real-time content to engage modern audiences. For example, our partnership with LatAm streamers is designed to showcase how brands and bloggers can co-create valuable experiences for the community. We're also excited to continue promoting this strategy at SiGMA Europe in November, where we'll share behind-the-scenes content and real-time engagement with our audience.

Are specific social media, influencer marketing, or content strategies proving particularly effective?

I’ve already mentioned the importance of relationships with influencers who resonate with our brand and audience. We pick ambassadors who can provide valuable feedback from the gaming community. This helps us stay in tune with player preferences and ensures our marketing aligns with players’ wants. 

How is Belatra adapting its marketing efforts to different regional markets?

We place a strong emphasis on localization and understanding the unique trends in each region. It's not just about translating content; it’s about tailoring our entire approach to resonate with the local audience. We work closely with local teams who provide valuable insights into cultural preferences and gaming habits, ensuring our campaigns are relevant and effective. Additionally, we actively participate in regional events, like the upcoming SBC Latinoamérica, to stay connected with local market shifts and engage directly with players and partners. 

Can you share examples of strategies that work better in one region versus another?

In Latin America, for example, we’ve found influencer partnerships have a substantial impact due to the region’s active game communities. Meanwhile, in Europe, players are more interested in advanced technology features. 

With the rise of gamification and personalized marketing, how is Belatra leveraging these trends to enhance player engagement?

Belatra actively incorporates gamification into our products and marketing strategies to create more engaging experiences. We design unique in-game scenarios with personalized bonuses tailored to each player's gaming style. We also implement level systems and challenges that keep players immersed and excited. While we are typically a developer who doesn’t interact directly with players, we’ve built a dedicated community of players that we actively engage with. Our marketing approach is centered around personalized offers and promotions that resonate with player preferences, making them feel valued in our community.

Do you integrate features like loyalty programs or in-game rewards to complement marketing campaigns?

Yes, we closely link our loyalty programs to our marketing activities. Players receive special bonuses and rewards for their activity within our games, enhancing the impact of our marketing campaigns. This keeps our current players engaged and fosters long-term brand loyalty.

How important is data-driven marketing in shaping Belatra’s campaigns?

Data-driven is definitely an essential part of our approach. We regularly take snapshots of the top-performing games in different regions, process those figures, and request relevant analytics from our partners. Based on this information, we plan our future developments and marketing strategies. This kind of analytics allows us to understand market trends and regional preferences through the data and to create highly targeted and effective campaigns.

What tools or analytics are you using to assess player behavior and refine your marketing efforts?

We rely heavily on the detailed statistics operators provide, which offer valuable insights into player behavior. We also conduct internal research and surveys to better understand market preferences and trends. To support these efforts, we utilize various tools, including Data Analytics Platforms, Business Intelligence (BI) tools, and Social Media Analytics Tools. These applications help us evaluate what’s happening in numbers, allowing us to analyze engagement patterns, identify improvement areas, and fine-tune our game features and marketing strategies. Gathering data from multiple sources ensures our campaigns are targeted and aligned with what players seek.

How do partnerships with casinos and operators influence your marketing approach?

These kinds of partnerships are integral to how we approach marketing. We work closely with them to ensure that our campaigns align with their objectives, whether increasing player retention or highlighting new game releases.

Are there collaborative efforts between Belatra and these partners to ensure campaigns are aligned with mutual goals?

Yes, we frequently collaborate on joint promotions and co-branded campaigns to reach a wider audience and create mutually beneficial outcomes. We practice developing custom games tailored to our partners' needs, like the one we created for BitStarz Casino. This level of personalization strengthens our relationships with partners and helps us deliver unique experiences that resonate with their player base.