Vladimir Malakchi

A commitment to continuous learning, a focus on what customers actually want and an individual approach to innovation combine to create a formula for success in the tech sector. Well, that’s what has worked for Evoplay this year, the developer’s Chief Commercial Officer Vladimir Malakchi told CasinoBeats as he prepared for next week’s SBC Summit Barcelona.

CasinoBeats: Evoplay will be attending this year’s SBC Summit Barcelona with seven nominations for the SBC Awards under your belt! Can you tell us about your achievements this year and the key to your success?

Vladimir Malakchi: This year has been hugely significant for us, and we are excited to be recognised with seven nominations for the SBC Awards.

I believe our success has been down to our commitment to continuous innovation, calculated risk-taking, customer-centricity, and our mission to provide a high-quality gaming experience. This year, we’ve also pioneered experiences that can not only appeal to the average casino player but also wider audiences, such as sports bettors with our Football Pack and video gamers via titles such as Star Guardians and Goblin Run, both of which provide players with experiences that transcend traditional gaming boundaries.

When it comes to the commercial success aspect – we’ve just debuted in Portugal, as well as expanding our presence across LatAm and Europe. We have also made great strides in player retention, thanks to our use of advanced analytics, as well as partner and player feedback, all of which we use further to personalise our game development. 

Last but not least, no company can truly achieve greatness without a fantastically dedicated team. I’m incredibly proud of all of our Evoplay team members in how we’ve made this year our best ever. Everyone is so passionate about what they do as well as constantly pushing the boundaries of what’s possible in the online gaming space. 

CB: Looking at your four shortlistings in the innovation categories, what do you believe is special about your approach and how you innovate in a market that at times can be oversaturated?

VM: What sets Evoplay apart is our continuous drive for innovation and putting the player at the heart of what we do. 

Firstly, we’re not just creating games – we are creating experiences. By using our in-house technologies, such as our Spinential engine and adding exciting mechanics, we enhance the playability of our games as well as provide new ways for players to interact and engage with our content. This helps us transcend the traditional online gaming experience and deliver something truly unique and immersive.

We also have a deeply embedded culture of experimentation in product development, business operations and marketing. We’re not afraid to take risks, to try something new, to challenge the status quo. Our multidisciplinary teams collaborate and bring in perspectives from various fields – from gaming and entertainment to data science and user experience design – allowing us to come up with fresh, creative solutions to industry challenges.

CB: How would you say Evoplay’s approach to game development stands out from other studios and what do you believe is essential for entertaining the next generation of players?

VM: Our approach to game development diverges from the industry norms in a few crucial aspects. We are more than just developers – we consider ourselves artists, technologists and marketers who know what to create and how to present it to B2B and B2C audiences. 

Firstly, we believe in the power of storytelling. Each game we create is not just a standalone product but a chapter in an ongoing narrative. We enrich our games with intricately designed characters, and compelling themes that captivate players and keep them immersed in our gaming universe.

Secondly, our embracement of gamification tools such as our recent Random Prize Drop cannot be understated. These technologies breathe life into our portfolio, providing both interactive and immersive experiences. 

Looking towards the future, we recognise the evolving demands of the next generation of players. They seek more than mere entertainment – they crave meaningful and personalised experiences. Catering to this need requires us to go beyond the traditional approach to game design and development to make games that adapt and evolve with changing player preferences. 

CB: Looking at your booth (CG56) for SBC Summit Barcelona; what games and slots can delegates look forward to when visiting it and what’s your message to potential new partners?

VM: We’re very excited to be showcasing everything that makes us great! Partners visiting our stand will have the chance to experience a diverse range of our games first-hand. We’re especially thrilled to offer a sneak peek at a few upcoming games and business offerings that we believe will set new benchmarks in the industry.

As for potential new partners, our message is clear and simple: At Evoplay, we believe in forging relationships that drive innovation and exceed expectations. We’re not just a game development company, we’re pioneers pushing the boundaries of what’s possible in the online gaming world. Partnering with us means gaining access to an extraordinary portfolio of games, a commitment to continual innovation, and a team that’s passionately dedicated to delivering the best possible player experience.

At the end of the day, we don’t just want to be a part of the gaming industry, we want to be an integral player that shapes its future and are looking for partners who share this vision. We eagerly look forward to meeting delegates at SBC Summit Barcelona and exploring potential synergies.

CB: Last but not least, you have been nominated as SBC Leader of the Year. What would be your advice to the next generation of leaders and how do you look to promote talent within your company?

VM: Being nominated as SBC Leader of the Year is beyond exciting. To the next generation of leaders, I would offer two pieces of advice: first, embrace continuous learning. The gaming industry, like any tech-driven field, is always evolving, and staying ahead of the curve requires an open mind and a commitment to continual learning.

Second, focus on people. Be it your team or your customers, leadership is fundamentally about understanding people and building relationships. A leader is only as good as their team, and a company is only as successful as its customers are satisfied. So, invest in your people, value their input, and strive to build a culture of empathy and respect.

At Evoplay we believe in fostering a culture of innovation and creativity, where everyone is encouraged to share their ideas and take risks and have a more linear hierarchy. It’s important for us that every team member feels valued, heard, and empowered to make a difference.


SBC Summit Barcelona, taking place from September 19-21 at Fira de Barcelona Montjuïc, will bring together 15,000 delegates, offering them a platform to delve into the cutting-edge via a dedicated ‘Casino & iGaming Zone