Three Game Worlds by BGaming: different categories, one Growth Engine

Ahead of SBC Summit Lisbon, where BGaming showcases its Three Game Worlds concept, we spoke with Yulia Alekseeva, CPO at BGaming. She explains how this classification shapes game development and the different roles each world plays for operators.

BGaming is bringing its Three Game Worlds to SBC Summit Lisbon. What has changed since the concept was first introduced?

When we first introduced Three Game Worlds, our goal was to give BGaming’s growing portfolio a clearer structure. Since then, the concept has developed into a full-scale product system. We now have a much better understanding of the role each world can play for operators, and we have real partner data to support it.

The Casual segment, which includes instant-win and crash games, is primarily our acquisition engine. These titles have a low entry barrier, helping convert first-time visitors into active players from the very first session. The Classic category is focused on retention and long-term player value through familiar gameplay and retention-tuned math. As for Entertainment, this world is built around reach and engagement, especially for digital-first audiences discovering games through streams, clips, and social content.

At SBC Summit, we want our partners to see the concept in action, not just hear about it. At BGaming’s stand B301, visitors can explore dedicated Casual, Classic, and Entertainment zones featuring top-performing games like Aviamasters™ 2, Merge Up™ 2, and Burning Chilli X. Each zone will have special activities built around its games, giving operators a chance to experience our three worlds and see how they can benefit their growth strategy

How does knowing whether a game belongs to Casual, Classic, or Entertainment influence the way your product teams develop it from the very beginning?

We start with two simple questions: what job does this game need to do, and who are we building it for? That gives BGaming’s product team much clearer priorities from day one.

For Casual games, the first seconds are incredibly important. The mechanic needs to be easy to understand, the experience should be mobile-friendly, and the game has to remain lightweight enough to perform well even on lower-end devices and over less stable connections.

For Classic, everything starts with the math and a gameplay experience players already know. We build such titles around familiar mechanics and themes, with a strong focus on consistent performance and making sure the game can stay relevant in the lobby over time. Entertainment has its own development logic. We focus on how the game will work on a stream: how anticipation builds, where the big visual moments are, and how high or extreme volatility, together with distinctive features, can create something people want to watch and share.

This division helps us understand what success looks like for each game world and build titles with a clear purpose.

Operators are under constant pressure to balance acquisition with long-term player value. How can Casual, Classic, and Entertainment work together rather than compete for space in the same casino lobby?

The value of Growth Engine comes from treating the portfolio as one connected system, where all three worlds complement one another and serve different purposes. Players can move between these worlds depending on how they enter the portfolio and what kind of experience they enjoy.

Casual can be a very effective first touchpoint because its mechanics are simple and familiar. After spending some time in this category, players can naturally move on to slots. We are already seeing this with Fishing Time. TopX data shows that around 50% of players go on to play slots after the game, which is a strong example of Casual working as an entry point into the wider online casino portfolio.

Entertainment creates another route into the catalog through streams, clips, social content, and highly watchable gameplay. It attracts digital-first audiences and gives them a reason to discover a game and engage with it.

Classic plays a strong role in long-term retention, with familiar slot gameplay and proven math encouraging longer sessions and repeat play.

For operators, the value lies in the combination. Different parts of the portfolio can serve different player segments and different stages of the player journey, giving operators more flexibility in how they drive growth.

BGaming now has performance data and partner cases behind each of the Three Game Worlds. How is this feedback changing the way you evaluate new games and decide what deserves a place in each world?

One of the most useful things Three Game Worlds has given BGaming is a clearer definition of success for different types of games. Each world has its own job, so we can evaluate performance using the metrics that matter most to it.

In the Casual world, we look at how effectively a game brings players into the portfolio, how they engage with it, and where they go next. Fishing Time is a good example. It has delivered a strong average bet for a Casual title, around 50% of its players move on to slots, and in Malaysia, it generated more than $1.1 million in revenue within a few months. Together, these results show how Casual can generate value and lead players further into the portfolio.

For Entertainment, visibility and engagement are especially important, particularly for streaming and digital-first audiences. Casinolytics ranks BGaming #6 globally for streaming performance, while Merge Up™ 2 has shown strong interest at Stake among both VIP and new players.

In the Classic category, we focus on retention, session duration, and sustained performance over time. Hot Chilli Bells at UpGaming ranked first among BGaming games by bet EUR, GGR, and number of bets from April through June. Its D7 retention was 229% above the platform benchmark, while the median session duration was 136% higher. These metrics give us a strong indication of how well a Classic title can keep players engaged over the longer term.

Looking at this data, we can see which characteristics really drive the results we expect from each world and apply those insights to our future game development.

Celebrity collaborations can easily become a marketing layer placed on top of an existing game. With titles like Snoop Dogg Dollars and Penalty Duel with Júlio César, how do you make sure the personality actually adds product value — and does that value look different across the Three Game Worlds?

For BGaming, a celebrity collaboration works when the person becomes an organic part of the product itself. The starting point is the value they can add to the gaming experience, how well their audience fits the product, and whether there is a natural connection between the personality, the theme, and the gameplay.

That value can look very different across the Three Game Worlds. Snoop Dogg Dollars belongs to the Entertainment category, where a highly recognizable personality strengthens the entertainment value, visual identity, and content potential of the game. It gives players and streamers something instantly recognizable to watch, discuss, and share.

Penalty Duel with Júlio César works very differently within Casual. The player is directly involved in a football scenario with him: they can take a penalty against the legendary Brazilian goalkeeper or take his place and try to make the save. This gives a simple, easy-to-understand Casual mechanic a strong emotional and cultural connection for football audiences, especially in Latin America. Júlio César himself was also involved in discussions around the project, including how he looks and how he is represented in the game. His involvement goes deeper than simply lending his name to the game and helps make the collaboration feel natural.

The main test for us is simple: even without the celebrity’s name, it should still be clear why that person is part of this particular game.