{"id":36450,"date":"2025-09-08T10:28:57","date_gmt":"2025-09-08T10:28:57","guid":{"rendered":"https:\/\/europeangaming.eu\/portal\/?p=190952"},"modified":"2025-09-08T10:28:57","modified_gmt":"2025-09-08T10:28:57","slug":"strategies-that-scale-evoplays-alex-malchenko-on-cracking-the-code-of-localised-igaming-success","status":"publish","type":"post","link":"https:\/\/hipther.com\/events\/strategies-that-scale-evoplays-alex-malchenko-on-cracking-the-code-of-localised-igaming-success\/","title":{"rendered":"Strategies that Scale: Evoplay\u2019s Alex Malchenko on Cracking the Code of Localised iGaming Success"},"content":{"rendered":"
\"Strategies<\/div>
Reading Time: <\/span> 4<\/span> minutes<\/span><\/span>

 <\/p>\n

Alex Malchenko<\/strong>, Head of Sales at <\/strong>Evoplay<\/strong><\/a>, joins us for an exclusive conversation ahead of HIPTHER\u2019s European Gaming Congress 2025.<\/p>\n

Evoplay, proud Pen & Paper Sponsor<\/em><\/strong> of this landmark event, continues to pave the way in iGaming with pioneering content, creative game design, and strategic market expansion. <\/em><\/p>\n

With over a decade of B2B sales experience, Alex has played a lead role in entering regulated territories, forging new Bingo and Lottery partnerships, and launching fresh business directions \u2013 making him the ideal voice to explore insights around localising content for different markets: challenges, nuances, and successful strategies<\/em>.<\/p>\n

 <\/p>\n

Alex, with your background scaling new markets and products, what challenges have you encountered with content localisation in the iGaming space?
\n<\/strong>When we enter or grow in a new market, we look at its own specifics. In some markets, the main challenge is regulation, whether it\u2019s strict certification rules, requirements on game content and promotions, RTP levels, or even small details like how session time is displayed. That\u2019s why we take time to understand the rules, the culture, and what local players actually want.<\/p>\n

One good example is our instant game Penalty Shoot-Out: Street<\/em>, which we created for Brazil and its strong football culture. The challenges there were both technical and regulatory, since Latin American markets often have very different rules. In some countries, just certifying the game isn\u2019t enough \u2014 additional RGS and RNG certificates and official confirmations are also required.<\/p>\n

On top of that, we had to make sure the gameplay matched what players expected. With Penalty Shoot-Out: Street<\/em>, we achieved this by combining fast bets, quick results, a familiar theme and the thrill of every goal, and it worked.<\/p>\n

Another case is our Hot Triple Sevens<\/em>, a worldwide-popular slot, which we\u2019ve refreshed with new mechanics like Hold & Win. Then we re-skinned the game to suit different audiences \u2014 for example, American Sevens<\/em> and Fogo do Brasil 777<\/em> \u2014 to make them resonate more with local styles and tastes.<\/p>\n

When games are built with the right themes and mechanics for a specific market, they feel more engaging and relevant to players, which can significantly boost their appeal. That\u2019s why localisation is something we put thought into every time, learning from experience, working with partners, testing locally and improving as we go.<\/p>\n

\u00a0<\/strong><\/p>\n

When it comes to Evoplay approaching localisation for a new market, what are the first strategic frameworks or priorities you put in place?
\n<\/strong>In short: regulation, communication with partners, and understanding players. When entering a new market, we carefully study all aspects, analyse the situation, and build a strategy. This includes legal, commercial, marketing and financial components, among others. Of course, for a complete picture, we also look at competitors\u2019 experience, talk extensively with local participants, and study players \u2014 sometimes launching special campaigns independently, sometimes in collaboration with partners.<\/p>\n

In this regard, Evoplay has made significant progress this year, reaching a new level. To support this approach, we also run campaigns that help us better understand players and their preferences. For example, the Oath of Steel<\/em> campaign with SlotsCalendar, featuring a shared prize pool, invited players to take part and share their feedback, which we looked at thoughtfully. Similarly, we worked on a joint game with SlotCatalog, drawing on insights from their player preference analytics. Initiatives like this give us a better sense of what players enjoy and help us shape our games for different audiences, supporting our broader approach when entering or growing in new markets.<\/p>\n

 <\/p>\n

Could you share an example where you had to adapt a game significantly \u2013 theme, mechanics, or language \u2013 to resonate with local players? What were the specific market nuances you had to tune into?<\/strong><\/p>\n

In our business, every game must meet regulatory requirements, and it\u2019s normal that adapting a game for a specific market requires some extra adjustments. A good example of this is the lottery vertical, which is quite different from standard iGaming. In our business, every game must meet regulatory requirements, and it\u2019s normal that adapting a game for a specific market requires some extra adjustments. A good example of this is the lottery vertical, which is quite different from iGaming. Here, we need to follow particular rules regarding content and promotions, along with other market-specific restrictions.<\/p>\n

Other bright examples of our games adapted to local markets include mythology-inspired hits like Temple of Thunder II Bonus Buy<\/em> and Roman Rule<\/em>, as well as the previously mentioned American Sevens<\/em> and Penalty Shoot-Out: Street<\/em>. These games work well because everything comes together \u2014 the theme clicks with players, the visuals fit the concept, and the mechanics are engaging. I\u2019d also highlight the simplicity of the games and their user-friendly UX\/UI, which players appreciate no matter the region.<\/p>\n

 <\/p>\n

Operating in regulated markets obviously adds complexity. How do you strike the balance between compliance (e.g., legal, cultural mandates) and maintaining the brand\u2019s creative integrity during localisation?
\n<\/strong>In situations like this, branded games are a good approach. Creating them involves working closely with partners, discussing details such as logos and technical settings like RTP or bet ranges.<\/p>\n

At the same time, we like to experiment with small creative touches to see what really clicks with players. A good example is The Easter Catch slot, an updated version of our worldwide popular The Greatest Catch, especially designed for the Easter holidays. Taking this approach keeps the game flexible, meets legal and cultural requirements, and still feels like our brand. Tailoring it for the partner and their audience also makes the game more engaging and usually leads to better performance.<\/p>\n

 <\/p>\n

You’ve been instrumental in forging Bingo and Lottery partnerships. How does localisation differ when tailoring for those verticals versus standard casino-style titles?<\/strong><\/p>\n

First of all, I want to emphasise that Bingo and Lottery are quite different from standard iGaming. These are established verticals with their own history, unique communities, and regulatory features. The lottery market is also largely monopolised and moves at a slower pace compared to the fast-moving world of iGaming.<\/p>\n

Some online lotteries, while offering more dynamic and engaging experiences than paper versions or traditional online formats, are subject to many restrictions. For example, design themes common in slots are often prohibited, RTP requirements differ, and other regulatory rules apply.<\/p>\n

When it comes to trends in this area, the World Lottery Association sets the pace, and other lotteries tend to follow their lead.<\/p>\n

Evoplay entered this sector to bring a fresh, innovative perspective, showing how classic games can be reimagined for a new generation of players and enthusiasts seeking new experiences. The projects we\u2019re currently developing here hold great promise and add a fresh spark to this traditional space.<\/p>\n

 <\/p>\n

Thank you, Alex, for walking us through Evoplay\u2019s thoughtful approach to content localisation and the art of balancing strategy with respect for local flavor. We can\u2019t wait to hear more from you and other industry leaders live at the European Gaming Congress 2025.<\/em><\/strong><\/p>\n

 <\/p>\n

Join us at the European Gaming Congress 2025 | 30\u201331 October | Warsaw<\/strong><\/p>\n

\ud83d\udc49 Secure your spot today, network, and dive deeper into how industry leaders like Evoplay shape the future.<\/strong><\/a><\/p>\n<\/div>

The post Strategies that Scale: Evoplay\u2019s Alex Malchenko on Cracking the Code of Localised iGaming Success<\/a> appeared first on European Gaming Industry News<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Reading Time: 4 minutes 
\nAlex Malchenko, Head of Sales at Evoplay, joins us for an exclusive conversation ahead of HIPTHER\u2019s European Gaming Congress 2025.
\nEvoplay, proud Pen & Paper Sponsor of this landmark event, continues to pave the way …<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"iawp_total_views":9,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[180],"tags":[],"class_list":["post-36450","post","type-post","status-publish","format-standard","hentry","category-interviews"],"acf":[],"yoast_head":"\nStrategies that Scale: Evoplay\u2019s Alex Malchenko on Cracking the Code of Localised iGaming Success - Events by HIPTHER<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hipther.com\/events\/strategies-that-scale-evoplays-alex-malchenko-on-cracking-the-code-of-localised-igaming-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strategies that Scale: Evoplay\u2019s Alex Malchenko on Cracking the Code of Localised iGaming Success - Events by HIPTHER\" \/>\n<meta property=\"og:description\" content=\"Reading Time: 4 minutes  Alex Malchenko, Head of Sales at Evoplay, joins us for an exclusive conversation ahead of HIPTHER\u2019s European Gaming Congress 2025. 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