Game development

Upplatform: a platform to respond to the rapidly changing demands of the regulated market


Kate Romanenko (Source: Upplatform)

Upplateforme Sportsbook and casino customers will have all the essential tools and content at their fingertips, the gaming manager said. Kate romanenko, as she discussed the platform designed to serve traders with “maximum flexibility” in regulated markets.

CasinoBeats: For those who may not know, what is Uplatform? And what is your unique contribution to the betting and gaming industry?

Kate Romanenko: Upplatform is a relatively new technical solution on the iGaming market; it provides a few business services – you can use it as a turnkey operating platform for your existing business and apply your own license or just integrate our Usports API and support your existing operations.

Our platform consists of the following units: Usports – namely, sports betting in iframe with all traditional sports and esports streams, Ucasino online casino game portfolio of essential content for successful operations in the right jurisdiction and suitable for every customer, Utools – technically, the fundamental solutions to manage and analyze your business performance and support your business growth.

Upplatform’s unique offering, in my opinion, is that it has been developed with a primary focus on regulated markets, as Europe and the rest of the world move closer to regulated games and implement daily specific and localized tax rules and regimes; therefore, we place this at the heart of our strategy.

Regarding the role, we seek to establish ourselves in the industry as a long-term trusted brand and provide maximum flexibility to our clients as we expect the industry to continue to change more and more. more in the future, so we need to make sure that our customers will have all the necessary tools and solutions at their fingertips.

CB: From a casino product perspective, what has changed the most in recent years? If we were to compare the typical casino portfolio today with that of a few years ago, what would be the main differences?

KR: Today’s portfolio is significantly larger than that of a few years ago. Although this is a very predictable trend – the number of game studios is increasing, people are leaving game development companies and starting their own studios. In turn, they publish their own portfolios, which multiplies the number of games in the entire iGaming industry.

What’s interesting though, is that there are more unique mechanics present today than there were a few years ago – there’s Pop Wins, Infinite Reels, which I find extremely engaging. Speaking of mechanics, it’s great to see that BTG has licensed its Megaways mechanics and the entire game vendor niche has benefited from that license.

Finally, it is amazing to witness the development of the live gaming niche. Finally, we can see emerging competition in this industry, regardless of the much higher cost involved, compared to developing RNG games.

CB: And how important is the live casino now?

KR: I would say it’s incredibly bigger than it was a few years ago. There are definitely more live game providers out there these days like On Air Entertainment, Provision Games, Swintt Live, Stakelogic Live, EGT Live – as some RNG game providers have also expanded into the gaming niche by direct.

On the other side “of the screen” we can also admit that the general interest of players in live casino has grown considerably. Partly because of the pandemic and restrictions on access to real land-based casinos, so far these two reasons – the growing appetite of gamers for live games and the emerging amount of that content and choice have This vertical has developed considerably in recent years.

Online gaming is developing as vertical entertainment in general. Live games are a great hobby activity with social elements, so they definitely remain popular among gamers.

CB: What is your approach to serving players in different countries? In your experience, what is the biggest attraction for slot machine players – the theme / premise of the game or the individual game mechanics?

KR: In this regard, annual statistics and ongoing market research of online casino companies help us decide what content to add and promote in a specific country or region. Players are actually showing what they prefer to play – and traders just need to listen and carefully consider their requests and stats.

The statistics and knowledge we have, for example, are that players in the CIS region are more interested in traditional classic themes and often do not even use the bonus purchase function, while most players EU players are very active in the bonus buying function and are drawn to slot machines with “progress bar” mechanics, when there is a game in play, and so on.

CB: Speaking of games, Do you have any ideas on what to watch out for in 2022? Are you waiting for new innovations?

KR: To be very honest yes, I think we’ll see some new content coming in 2022, I’m waiting for some new titles from Live Games – targeting the Asian and South Asian markets in particular. I would also expect the new Live Studios to see the first results after launching this year and gain some market share – this trend is quite interesting to watch, I would recommend looking at changes in market share from Live Casino in 2022.

When it comes to RNG games, mainly speaking of slots, I think there are a few new studios that are likely to emerge. Hopefully we’ll see some new mechanics coming in or a new player engagement tool. I’m sure there is room for innovation in slot machine game development; you just need to put the right talents in the right conditions, and the magic will work. As for which studios to watch in 2022, I’d keep an eye out for Nolimit City, BTG, High5 Games, Stakelogic, to name a few.

CB: How has the madness of M&A activity (both on the studio and platform side) impacted the casino industry? Could we see more of a closed shop for small businesses wishing to enter if the trend continues?

KR: Honestly, I personally see this as a positive trend, as long as mergers and acquisitions do not result in massive layoffs impacting human life and well-being, and as long as they promote product variety and differentiation. and working approaches.

Ultimately, it doesn’t matter who owns who – as long as the video game industry itself flourishes with innovation and diversity and business constantly grows and grows – it will be more than healthy and stimulating. for all of us.

Although, if the impact were negative, resulting in limitations, imposed decisions, politics and unprofessionalism, then our industry would be faced with an unhealthy situation, and we will lose or discourage great minds who could deliver great things.

CB: And finally, what was the success of 2021 for Uplatform? And what would constitute a successful year in 2022?

KR: In fact, we’ve spent the year quite busy tweaking every process and every detail – legal and compliance departments have been working actively throughout the year to establish a solid foundation for our business, the technical parts are being polished and even the designers have been busy working on the look and feel of the tools.

We exhibited at our first trade show with an Upplatform booth at iGB in Amsterdam this year, which we are very proud of. We have attended other industry events, met our existing partners and acquired future partners.

Long story short, everyone has been busy in 2021 so far. In 2022, we plan to strengthen our presence and launch new clients in regulated markets, continue to work on our portfolio and our offering, and continue to follow industry trends and appetites.