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Our goal is to take the earnings of media buying teams to a new level” — Ayvar Gabidullin, CBDO of Extendy, on the features of the new platform and what is needed to launch your own online casino
How did the idea of creating Extendy come about? What inspired you?
It all began around 5 years ago when representatives from two different areas of interest came together. On one side, we had an experienced team of IT developers, product managers, designers, and other professionals who together could create products of different complexities. On the other side, a team of media buying experts with years of experience of driving large volumes of traffic to others’ products, and who wished to reach new heights in this area.
By sharing each other’s strengths and weaknesses, it quickly became clear that by joining forces, we could create a great product both for ourselves and for the entire market. And this is how Extendy came about — it’s a platform for creating online casinos for media buying teams.
Now, after developing and testing this product over these past 5 years, we are eager to talk about it and provide access to certain teams.
Why do media buying teams need their own casino? Isn’t it more profitable to have 4-5 different offers and not be tied to one specific one, even if it’s their own?
We’ve conducted hundreds of interviews with media buying experts and so many of them agree that having your own product is more economically advantageous in the long term. The key here is the long-term perspective and there currently is a strong demand in the market for creating one’s own casino.
Real, big, and stable earnings do not begin when you discover a couple of working combinations that return investments and start generating profit within six months. Rather, it’s when traffic grows after acquiring a new player, or when deposits cost nothing. This can only be achieved in one way—by investing in your brand, marketing, SMM, reactivating former users through CRM channels, and so on, increasing the share of organic traffic every day.
When media buying teams drive traffic to someone else’s casino, all the benefits of this free organic traffic go to the casino owners, not to the media buying experts. By having your own casino, and approaching promotion and all operational processes correctly, these benefits will go to you, as the owner, allowing you to significantly increase your profits and reach new heights.
What are Extendy’s key features?
The main aim is that media buying teams need only think about driving traffic. When it comes to all other operational aspects, they can rest assured that they will be taken care of.
We dedicated thousands of hours creating an infrastructure which would allow media buying teams to receive an online casino with fully autonomous, operational systems. We guarantee the seamless and efficient operation of every system, whether it’s user support, CRM, payment processing, anti-fraud mechanisms, etc. Extendy takes care of all this allowing teams to focus solely on traffic acquisition.
Another feature of the platform is the technical solutions offered for more effective traffic monetisation. Since the technical and media buying teams collaborated so closely during the platform’s creation, this helped us to conduct hundreds of experiments and implement the best practices into the final product version. This includes optimizing conversions at each stage of the funnel and the “Traffic Light” technology which predicts the LTV of users from a specific campaign in a short period. This allows teams to quickly stop the campaign in case of a red prediction or scale it in case of a green prediction.
Additionally, we have the AppAI technology for mobile traffic which analyzes the profile of the attracted user and the ad they clicked on to enter the product. Based on this data, a unique flow is created for each user, allowing for significant increases in conversion rates and faster return on traffic investment.
We are continuously improving the platform. The R&D team conducts experiments daily, develops new features, and implements them for our clients to enhance the efficiency of every dollar invested in traffic.
If someone wants to create their own platform instead of working with someone else, how much would it cost to develop such a platform?
I can’t give an exact figure, but I think it would cost at least $25 million if we’re talking about an all-inclusive platform like Extendy. But the difficulty isn’t so much in the investment as it is in the team, expertise, strategy, timing, focus, and other factors that aren’t immediately obvious.
A platform is a complex IT product that would take several years to develop. And while you’re developing it, significant changes could occur in the market which could affect your prospects. You need to accept these risks from the start.
Therefore, it’s obviously better to focus on what you do best—driving traffic—and let the platform handle everything else.
You mentioned earlier that the platform is already open, but not for everyone. What does this mean?
At the moment, we’re in closed beta and ready to work only with large media buying teams. Currently, our priority is a limited number of projects to which we can devote maximum attention.
Any past projects and clients you can mention?
The online casino brands BDMBet, BetOnRed, and CryptoLeo were launched on Extendy. We are delighted that they have gone on to become popular casino brands in their GEOs and we will do our best to scale this success.
We’re also working with some clients who prefer to remain anonymous, and several other brands which will soon be launched. We’re expecting to launch around 10 online casinos by the end of the year.
Thank you! Could you share your plans for the platform’s development and how media buying teams can get in touch?
If you represent a large media buying team, feel free to reach out to me, or you may fill in an application on our website and we’ll be in touch.
As for upcoming plans, as with any IT product, we have a long list of tasks and long-term plans that will expand our clients’ capabilities, both technically and product-wise. These include tasks for increasing profits and reducing traffic payback periods, improving user experience and design, increasing technical stability and speed, and much, much more.
I’d be happy to discuss more details in person! In fact, we’ll be at the iGB Amsterdam, SBC Lisbon, and SiGMA Malta conferences later this year. See you there!
The post Our goal is to take the earnings of media buying teams to a new level” — Ayvar Gabidullin, CBDO of Extendy, on the features of the new platform and what is needed to launch your own online casino appeared first on European Gaming Industry News.
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Saroca Unveils the Transformational Leadership Program for 2025
Saroca Reimagines Leadership Development for the Gaming Industry
Saroca, a leader in professional development for the gaming industry, is proud to announce its Transformational Leadership Program, launching February 2025. Building on the success of the 2024 LeadHERship Program—a pioneering initiative for women in gaming—the new program expands its reach with two distinct cohorts: one exclusively for women and another open to all genders.
The Legacy of LeadHERship
The 2024 LeadHERship Program achieved an exceptional Net Promoter Score (NPS) of 90, with participants citing transformative growth. With participants like Clemence Dujardin citing it as a “game-changer”. Confidence in leadership abilities rose by 46%, resilience increased by 27%, and imposter syndrome diminished by 39%.
Participants praised the program’s focus on emotional resilience, feedback mastery, executive presence and communication all in a supportive community.
Leadership Development: A Game-Changer for Gaming
In a rapidly evolving and diversifying industry, strong leadership is essential. Saroca’s programs go beyond skill-building to foster resilience, trust, and inclusivity—key traits for thriving in the global gaming market.
“We believe leadership is not about hierarchy—it’s about transformation,” said Emily Leeb, CEO of Saroca. “The Transformational Leadership Program reflects our commitment to cultivating leaders who will shape the future of gaming.”
Transformational Leadership Program Highlights
The program builds on the proven curriculum of its predecessor, featuring:
- Two Cohorts: A women-only cohort and a new all-gender cohort to enrich perspectives.
- Eight Modules: Covering topics such as emotional intelligence, self-advocacy, and radical candor.
- Community and Growth Tracking: Strengthening connections and measuring individual progress.
Registration Now Open
The Transformational Leadership Program begins in February 2025, with limited spots available. Scholarships are also offered to ensure accessibility. For more information, visit Saroca’s website or contact [email protected].
About Saroca
Saroca is a leader in leadership development for the gaming industry, committed to empowering professionals through inclusive, high-impact programs that drive personal and professional growth.
The post Saroca Unveils the Transformational Leadership Program for 2025 appeared first on European Gaming Industry News.
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Play’n GO announces partnership with Austrian state lottery operator Win2Day
Play’n GO, the world’s leading casino entertainment provider, has today announced a partnership with Austrian state lottery operator Win2Day.
This partnership sees legendary titles from the Swedish-founded gaming giant, such as Reactoonz, Rise of Olympus, and Rich Wilde and the Tome of Madness live on Win2Day’s platform for players to enjoy.
As of November 2024, Play’n GO offers a portfolio of over 350 premium titles in over 30 jurisdictions worldwide.
Tove Aldefors, Head of Regional Sales Central and Western Europe at Play’n GO, said “It’s exciting to launch our games with the Austrian state lottery, and Win2Day are the perfect partner for our brand. They share our beliefs about a regulated, sustainable, player entertainment-led industry. We’re looking forward to many years of success working together.”
Georg Wawer, Managing Director win2day, added “We are the only licensed operator in Austria. Therefore our objective is to provide all major igaming operators on our platform. Play’n GO is one of the international powerhouses and therefore we are delighted to be able to offer their content on our platform. We view Play’n GO as a competent and responsible partner for win2day and we’re confident this partnership will prove fruitful.”
The post Play’n GO announces partnership with Austrian state lottery operator Win2Day appeared first on European Gaming Industry News.
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Week 47/2024 slot games releases
Here are this weeks latest slots releases compiled by European Gaming
Introducing Magawa vs Mines, the debut game from Slammer Studios – a fresh new player in the industry. With the launch of this vibrant 7×7 slot, the studio is kicking things off in style. Inspired by the legendary Magawa, a rat whose life-saving landmine detection skills have earned worldwide acclaim, this game pays tribute to this incredible hero. With Magawa vs Mines, players get to honour the courage of an extraordinary rat, reliving his daring missions through high-energy gameplay.
Spinomenal has added Zeus Unchained Hold & Hit to its marvellous Mythology series. Zeus Unchained Hold & Hit presents a grid framework of 5×3 and is set at 25 fixed lines. Once the action is underway, players join Zeus, the ancient Greek god of sky and thunder for a battle on the reels. A powerful soundtrack heightens the anticipation as players look for Wild symbols on screen.
Betsoft Gaming brings players to the heights of Mount Olympus with Coins of Zeus – Hold & WinTM, an engaging video slot with a 3×3 grid and 5 paylines set in a stunning Ancient Greek theme. From immersive visuals to thrilling gameplay features, Coins of Zeus – Hold & WinTM brings mythology to life, delivering divine entertainment and win potential.
BGaming is helping players hunt for ancient treasures in its latest release Catdiana. Boasting two purr-fect bonus games, the gameplay is further enhanced through cat-themed scatters, coveted coins and high-value gem symbols. The 5×3 reel action unfolds deep within a mystical cat temple where Catdiana goes on the prowl, performing as a wild to guide players to hidden treasures and big wins.
Tom Horn Gaming, a leading igaming software supplier, has unveiled its latest game, Wild Snowfakes, just in time for the winter season. A winter-themed slot transports players to a serene snowy wonderland filled with excitement and rewards. This medium-to-high variance game is played across a 5×3 gaming grid, populated with frosty fruit symbols and snowflakes, which act as wilds.
Evoplay, the award-winning game development studio, has revealed its latest immersive slot, Dolce Dreams, offering a sweet twist on the classic Italian café culture, with the experience designed for high engagement and substantial win potential. Set against the backdrop of a charming streetside cafe, Dolce Dreams features stacked Wilds in the form of waffle ice creams, which substitute for other symbols to maximise winning combinations.
Relax Gaming is taking players on an exhilarating snowy adventure with the launch of Winter Champions, a sports-themed slot that propels players through the mountain tops in pursuit of golden victories. At the heart of Winter Champions is the innovative Sliding Respins mechanic, ensuring the reels remain active as long as winning combinations continue to land, adding a layer of non-stop excitement to the gameplay.
Nolimit City is serving up a twisted carnival treat in Munchies. Step into the fair grounds as Nolimit’s latest Labs game released following the release of Outsourced: Slash Game. As a Labs title, expect a fresh and experimental spin on the classic Nolimit style. In the heart of the carnival tents lies a curious attraction: Fluffers—a cute, cuddly, but oh-so-smelly creature that’s causing quite the commotion among visitors. Some may say it’s the attraction of the year!
Thunderkick has unveiled Split Happens, the latest addition to its product portfolio that combines a quirky bowling theme with Walking Wilds and respins to provide a unique and compelling gaming experience. The action takes place across a classic 5×3 grid, where winning combinations can be formed both ways to help unlock 3,000x maximum wins.
Amusnet has released its latest video slot, 10 Bulky Fruits. It is not an ordinary fruit slot but a dazzling, energetic and exciting game. This is a 5-reel, 10-fixed paylines video slot that offers vivid gameplay, epic sound effects and a variety of features. Keep an eye out for the Clover Wild Symbol and its great rewards – it appears on the 2nd, 3rd, and 4th reel. The Star and the Dollar are the shiny Scatter symbols boosting the winnings.
It’s beginning to look a lot like Christmas, and Booming Games are getting in the spirit early with the November arrival of their fresh, festive game, Holly Jolly Bonanza 2. ‘Tis the season for snowy slots, and just like Santa Claus himself, Holly Jolly Bonanza 2 delivers in style. This sparkling sequel is a sure-fire Christmas classic, a 5×6 game with cascading reels, introducing new features to the festive game.
How deep do you dare to descend in Yellow Slotmarine by Twin Win Games – the exciting new slot where cash prizes can be accumulated and collected on any base game spin, but three bomb symbols are always lurking to potentially blow players out of the water. Utilising just three reels and one row of symbols, Yellow Slotmarine introduces a completely new mechanic where every character that lands contributes towards a specific cash pot.
Gaming Corps is proud to announce the release of Wet and Wild Beavers. This charming new slot game also marks the debut of the exciting new A-MAZE-CADES™ mechanic. This playful adventure takes players down to the river, where a team of ingenious beavers plot their daring escape by the riverbank. Follow Red Rocket, Old Blue and Yella Fella as they utilise a series of creative bonus features to escape the dam and get their hands on wins of up to 10,000x the player’s stake.
Explore a prosperous underwater world and harness the power of the formidable Greek God of the Sea Poseidon in Stakelogic’s latest release, Trident of Legends. This enchanting aquatic adventure invites players to tap into the awe-inspiring power of the mythical Poseidon as they embark on a quest for fortune. With Poseidon’s legendary Trident in hand, players can trigger enticing bonuses while playing for wins of up to 10,000x their stake.
Play’n GO invites players to join the Wilde family in Wildest Gambit, a globe-trotting 5×3 slot that combines adventure, mystery, and massive win potential with an x20,000 Multiplier. Wildest Gambit unites the legendary Wilde family – Rich, Cat, and Uncle Gerard – in an epic journey across four unique destinations. From the golden sands of Egypt to the dense jungles of South America, players will experience a dynamic blend of Expanding, Sticky, and Multiplier Wilds.
The post Week 47/2024 slot games releases appeared first on European Gaming Industry News.
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