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BETEGY interview: How Creative Studio can be a game-changer for programmatic advertising

Published

3 years ago

March 8, 2023

Reading Time: 4 minutes

Over the years, there have been numerous attempts to transform the way programmatic advertising is produced by marketers.

Creative Studio is likely to be the missing piece of the jigsaw on both sides of the Atlantic. But how will it change the landscape across different jurisdictions in Europe? We sat down with BETEGY’s award-winning CEO, Alex Kornilov, to gain his insights into how this will give Europe a huge push in the right direction.

Congratulations on the launch of Creative Studio! You first demonstrated the Creative Studio at ICE in Feburary. How much interest did you gain from delegates at the event?

The main aim for us in launching Creative Studio was to completely revolutionise the way marketers approach programmatic advertising in our industry.

The use-case for our technology is clear – marketing spend on acquisition and retention needs to become far more efficient. Operators know this, and this is where Creative Studio comes in – providing a completely new way to automate marketing campaigns. Of course, it was fantastic to unveil it at ICE in February, arguably the biggest European gaming show, with anything up to 30,000 delegates.

The lure of ICE and other trade shows is that we can get feedback and initial views in real time – making it an invaluable part of the development process, as we were able to take it “into the wild” and show it off to customers. We were also able to find out challenges / weakness / areas of improvement for the product, and this is incredibly vital for us, as such an approach can never be replicated just by beta testing internally.

For our European Gaming readers – talk us through Europe, how will this be a game-changer for European brands? Which region in Europe might benefit most from this?

In terms of development, Europe is far more advanced over the US in media buying strategies, so therefore, when we talk to European brands – they instantly understand what we do and any advantages that Creative Studio brings or has the edge over the competition.

Creative Studio is designed to deliver targeted with Swiss-level efficiency. In principle, the advantage that Europe has over the US is the cost of advertising, which is cheaper. Conversely, marketing, and the acquisition of betting customers, are incredibly expensive across the US – just look at DraftKing’s strategy of offering 1,000 USD as a sign-up bonus. Conversely, Europe is a far more mature market in terms of this – with a very different playing field. Given that we can transform efficiency and cost even more, we truly believe that we have the perfect product, and this aligns well with what we want to do in Europe. The cost of implementing this is much lower, and that is what makes the continent such a game-changer in using the technology.

Over 1,000 ads can be created from imported images without coding. Why is being able to import images without coding such a vital tool?

In a nutshell, it radically reduces costs and time. This is such a unique product for the industry that we’ll be able to revolutionise the entire process around using tools and deploying strategies.

So – when creating Creative Studio – we created it with the perspective of “how can we solve pain points for the design and wider marketing department”. In effect, we’re providing the technology that can remove the need for engineers in the process.

After all, we all know that it’s all about the personalisation of ads and targeted demographics – and I have no doubt that Creative Studio will transform results, as well as putting in-house marketers in the driving seat for managing campaigns, rather than the need to outsource to agencies.

How much of a challenge was it to design the Creative Studio and add it onto BETEGY’s award-winning platform?

There were three key steps in how we wanted to take designing Creative Studio forward. The first was approaching the thinking of what our design department requires to facilitate this process were they to undertake programmatic for themselves. We felt Creative Studio, although hugely innovative, would be a relatively quick fix to design and be made available to our partners within 12 months of inception. Which it has been!

We then wanted to create the product in a way that leaves the door open for it to continuously evolve as time goes on. Was it challenging? It really was – but we approached this with a specific goal and a plan in place. I have no doubt, given that such technology is entering new space, and we’ll be upgrading it as time goes on – just like any new technology. For myself, I am intrigued to see how Creative Studio can continue to add value as it develops further, as I feel we will be in a different ballpark altogether by the time 2024 comes around. After all – greatness comes from creating an innovation and then scaling it in real time.

Are there any other projects in the pipeline that could grow BETEGY’s platform further?

That’s a great follow-on question. Our key strength as a company is the personalisation technology we put in the hands of our partner.

When it comes to plans for the future – we’ve got a serious pipeline in place, so much so – we have to be careful over which routes to go down first!

We know exactly what we’ll be delivering in each quarter over the next year – each of those are designed to provide products and solutions with a real use-case, as well as truly fill gaps in demand we know exist in the market. However, for now, Creative Studio is the jewel in our innovation crown for 2023, and we have high hopes for this feature to prove to be a real game-changer for marketing departments across every vertical in the industry.

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From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

4 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

Latest News

‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

4 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

4 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: