Standing out in the iGaming industry requires innovative partnerships and player-centred strategies. Marina Ostrovtsova, CEO of Big Gaming, shares how collaboration drives success in this competitive space. From leveraging player feedback to co-creating with global influencers, her insights offer a roadmap for providers aiming to innovate and thrive.
Gathering Player Feedback to Enhance Game Development
Connecting directly with players may be restricted by regulations, but Big Gaming has found a way to bridge this gap through strategic partnerships. Collaborating with gaming communities such as streamers and players’ clubs enables the company to gather valuable feedback during the pre-release phase of game development.
“Through these partnerships, we collect thousands of comments during game testing,” says Ostrovtsova. “While not all are relevant, many significantly influence the final design.” By integrating this feedback, Big Gaming has refined its development process, sometimes making significant changes to enhance game quality. Working closely with analytics partners also ensures data-driven decisions that align with player preferences.
Lessons from High-Profile Collaborations
Big Gaming’s partnership with Snoop Dogg exemplifies the power of aligning creative vision with business goals. Such collaborations not only enhance visibility but also reinforce the company’s commitment to quality and innovation.
“This partnership showcased our ability to deliver high-quality custom games while maintaining strong client relationships,” Ostrovtsova explains. A dedicated team focusing on co-branded games enables Big Gaming to meet diverse client needs efficiently.
For other providers, the takeaway is clear: commitment to quality and adaptability in client relationships can open doors to collaborations that elevate both brand and employee morale. “Imagine telling someone you work on a game with Snoop Dogg; it’s a fantastic motivator for the team,” she adds.
The Role of Marketing and Inspiration
With hundreds of providers vying for attention, differentiation is critical. Big Gaming’s focus on co-creation and influencer partnerships allows its games to stand out in a saturated market. Ostrovtsova acknowledges that these collaborations often serve marketing objectives more than product innovation but believes their impact is invaluable.
“In a crowded market, no one is looking for you. Co-creation with influencers makes your games visible,” she notes. This approach not only boosts brand awareness but also opens doors to creative marketing opportunities that resonate with diverse audiences.
Balancing Client Needs and Creative Vision
An ideal collaboration, according to Ostrovtsova, begins with shared values and clear communication. “We’re experts in game creation, and operators are experts in attracting players,” she says. Finding common ground and aligning on goals ensures successful partnerships.
Big Gaming’s process involves listening to client input while maintaining its creative integrity. This balance allows the company to deliver games that meet commercial objectives without compromising artistic quality.
Leveraging Local Expertise for Global Success
Understanding cultural nuances is essential for entering new markets, and Big Gaming’s collaborations with local studios reflect this principle. By partnering with studios familiar with specific markets, the company creates content that resonates with local players.
“We learned the importance of cultural accuracy after receiving feedback about mixing Japanese and Chinese art styles in one game,” Ostrovtsova recalls. “It taught us that understanding local preferences is crucial for success.” These partnerships ensure games are culturally sensitive and market-ready.
Key Takeaways for iGaming Providers
Big Gaming’s approach demonstrates the importance of collaboration in driving innovation and growth. Providers can learn from their strategies by:
- Building partnerships with gaming communities to gather actionable player feedback.
- Prioritising quality and flexibility in client relationships to secure high-profile collaborations.
- Differentiating through co-creation and influencer marketing.
- Embracing local expertise to create culturally resonant games.
By collaborating at every level, iGaming providers can deliver experiences that captivate players and drive long-term success.
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