Interview: How Belatra Tailors iGaming Experiences Worldwide

List.casino sat down with Ivan Shlapunov, the Key Business Developement Manager at Belatra Games, to discuss how they tailor iGaming experiences to various different regions and age groups.

We also talked about the importance of localization, cross-platform adaptation and their future plans.

Understanding Player Preferences:

How does Belatra Games identify and analyze players’ preferences in different geographic regions?

As a global gaming provider, Belatra Games employs a multi-faceted approach to understanding player preferences across different regions. We combine data analytics, direct community engagement, and trend analysis to gain insights into player behavior. We collaborate closely with our partners on various platforms and casinos, collecting detailed statistics on game performance across different markets. This data is crucial in identifying which games resonate most with players.

In addition, we actively engage with our player communities through surveys, interviews, and direct interactions. This qualitative feedback allows us to understand the nuances of player preferences that might not be immediately apparent from data alone. We also monitor our competitors and industry trends in different regions to stay ahead of market shifts and ensure our offerings are always relevant.

Could you share some examples of significant differences in game preferences across different regions or age groups?

Of course. Regional and generational preferences often dictate the type of games that perform well in different markets. For example, in Latin America, we’ve observed that players prefer games with high engagement and a strong emotional connection. This is similar to how passionate they are about football—where every moment is experienced with intensity. Games with high volatility, dynamic gameplay, and the possibility of big wins tend to perform exceptionally well in this region. Local partnerships and influencer marketing also play a crucial role in connecting with this audience. When it comes to age groups, we see a clear distinction as well.

Millennials, for instance, have a strong sense of nostalgia. Games like Piggy Bank, Lucky Drink, and An Escape from Alcatraz—initially popular in the early 2000s—have successfully transitioned to the online platform to cater to this demographic. These games evoke a sense of familiarity and comfort for Millennials who grew up with them while appealing to younger generations who appreciate the classic gameplay but with modern enhancements.

What role does cultural understanding play in developing games for specific markets?

Cultural understanding is paramount when developing games for specific markets. Localization goes beyond mere translation—it’s about adapting the game to align with each region’s cultural and societal norms. For instance, the symbolism in games, the themes, the storylines, and even the color schemes can have different connotations in different cultures.

At Belatra, we take this seriously. We ensure that the games resonate on a cultural level. For example, our Latin American office, led by Andrés Troelsen, plays a critical role in our development process. The insights from our regional teams are invaluable in ensuring that our games are culturally relevant and engaging. We also participate in global industry events, which help us stay informed about regional trends and discover new markets.

Tailoring Games for Different Demographics:

How important is it to customize games for different age groups, and what challenges do you face in doing so?

Customizing games for different age groups is essential, but it's more about offering a diverse portfolio that caters to various tastes rather than altering a single match for multiple demographics. Each generation has unique preferences, shaped by the era in which they grew up and their experiences with entertainment media.

For example, older generations might prefer games with more traditional mechanics and a slower pace, while younger players, particularly Gen Z, gravitate towards fast-paced games with instant rewards. The challenge lies in balancing these preferences within our portfolio. We ensure that all our games, regardless of the target demographic, are of the highest quality in terms of mechanics, graphics, and sound and are adapted for various formats.

What strategies do you employ to ensure games resonate with diverse player demographics?

We adopt a generational approach to game design, recognizing the different environments in which players have grown up. For instance, Baby Boomers and Gen X may appreciate games with a nostalgic touch, recalling the early days of arcades and mechanical slot machines. In contrast, Millennials and Gen Z have been shaped by the rapid evolution of technology and are more inclined towards mobile gaming and quick gratification.

To cater to these differences, we focus on game mechanics that can appeal across generations, such as free games that balance anticipation and reward. We've developed features like the Buy Bonus, Hot Mode, and Global Multipliers for Gen Z to inject speed and excitement into the gameplay. These features are particularly attractive to younger players who prefer dynamic, fast-paced experiences.

Could you discuss specific games or features tailored to particular demographics or regions?

Instant games are a prime example of how we've tailored our offerings to meet the preferences of younger players, especially Gen Z. These games are designed to be fast-paced and offer quick rewards, catering to a generation that values instant gratification.

Additionally, features like the Buy Bonus option, which allows players to purchase bonus rounds without waiting, and Hot Mode, which increases the frequency and size of wins, have been integrated into several of our games. These features resonate with players seeking a more intense and dynamic gaming experience.

Cross-Platform Adaptation:

How does Belatra Games approach the challenge of adapting games for different formats, such as mobile versus desktop?

Cross-platform adaptation has been central to Belatra Games' evolution. Starting from traditional mechanical slot machines, we have consistently adapted to technological advancements, recognizing the importance of staying relevant as the industry shifted online and then to mobile platforms.

The transition from offline to online and mobile gaming presented significant challenges. It wasn’t just about converting games to digital formats; we had to rethink the user experience. Players interact with games differently on a mobile device compared to a desktop or a physical slot machine. Mobile gaming, in particular, demands a more streamlined, intuitive interface, and games need to be optimized for touch controls.

How do you ensure a consistent user experience across different devices and platforms?

Consistency across platforms is crucial for maintaining player loyalty. At Belatra, we focus on preserving the essence of our classic games while optimizing them for modern platforms. This means that whether a player uses a desktop, tablet, or smartphone, they should experience the same high-quality gameplay, graphics, and sound.

We’ve also recognized that the lifecycle of online games is shorter than that of their offline counterparts. To keep our content fresh and engaging, we release new games regularly, each designed to leverage modern devices’ capabilities while staying true to the gameplay elements our players love.

Can you share any insights on how the mobile gaming market has influenced the design and development of your games?

The rise of mobile gaming has significantly influenced our design and development processes. Today, mobile devices are often the primary gaming platform, leading us to prioritize mobile-first design. This means that new games are conceptualized and developed with mobile gameplay in mind, ensuring they are fully optimized for smaller screens and touch interactions.

Competitive analysis plays a vital role in this process. By attending industry events like SBC Summit 2024, we stay on top of the latest trends and innovations in mobile gaming. This allows us to continuously refine our products, ensuring they meet the evolving demands of mobile gamers. Moreover, leveraging data analytics can tailor our games to create more personalized and engaging experiences for our players.

Importance of Localization:

How crucial is localization in the success of your games in international markets?

Localization is absolutely critical to our global success. As a company operating in over 20 countries, we understand that players in different regions have unique preferences, cultural nuances, and regulatory requirements. Therefore, it’s not just about translating the text; it’s about adapting the entire gaming experience to make it feel local and relevant to each market.

For example, we have translated our games into 15 languages, but beyond that, we tailor the themes, narratives, and gameplay mechanics to suit the cultural contexts of different regions. This deep level of localization has enabled us to expand our footprint globally, making our games accessible and appealing to a diverse audience.

What are the main challenges in localizing games for different markets, and how do you address them?

One of the main challenges in localization is ensuring that the cultural relevance of the game is maintained while adapting to each market’s specific tastes and preferences. This requires a deep understanding of the local culture, language nuances, and gaming habits.

To address these challenges, we employ a technology-driven approach that leverages data analytics to understand player preferences in different regions. We also work closely with local teams and partners who provide invaluable insights into their markets’ cultural and social dynamics. For instance, in Latin America, we’ve focused on creating games with themes and narratives that resonate with local players, supported by high-quality graphics and immersive soundscapes that reflect the region’s rich cultural heritage.

Future Plans for Market Expansion:

Belatra Games is committed to expanding its presence in existing and new markets. Latin America remains a key focus area, where we plan to deepen our engagement by developing more region-specific content that resonates with local players. This includes creating culturally relevant games, marketing campaigns, and community initiatives that foster a strong connection with our audience.

We plan to continue investing in localization and regional partnerships to ensure our games meet the unique needs of players in these regions. Moreover, we’re also focusing on broadening our reach across various demographics, particularly among younger players, by developing games that cater to their preferences for speed and dynamic gameplay.

And the note for the ones who want to learn more about our experience. We have an exciting lineup planned for the SBC Summit. Visitors can find us at Booth B640, where we’ll be showcasing our latest iGaming products and solutions. We’re scheduling personal meetings to provide focused attention and discuss tailored solutions. I look forward to connecting with everyone there!