Don’t Get Lost in Translation Belatra
taking a generic trope and slapping a local coat of paint on it rarely works. A great example from our own experience was
a slot we developed specifically for Latin America, replacing classic fruit symbols with regional nuts. It seemed like a tailored cultural adaptation, but the numbers proved otherwise — the performance was completely average. It was a clear reminder that superficial changes do not drive retention if the core game loop doesn't resonate. When looking at our actual portfolio data in
LATAM, real player preferences are much more pragmatic. In Te Guy series (Blast the Bass, Ice Bass, Hunt the Bucks, Penalty Blast), fishing titles perform exceptionally well, while hunting generates noticeably less interest. Hunting simply isn’t a widespread recreational touchpoint across the region's urban and digital audiences. It is worth noting that fishing-themed slots
perform exceptionally well on other continents as well. Tis further confirms that, at times, all it takes is to create a high-quality, engaging product for it to deliver strong results in terms of total bets and spin counts, regardless of the region. Tis is evidenced not only by the experience of Belatra Games but also by that of many other providers. At the same time, Lavish Joker consistently
ranks among our top three performers in LATAM. It is a straightforward,classic slot steeped in tra- ditional casino aesthetics. Tis perfectly mirrors the region's strong land-based casino heritage,where players already have an ingrained trust in familiar symbols, clean paytables, and classic casino imagery. Ultimately, players don't want a game that re-
flects their everyday environment with local visual quirks — they want mechanics that are fun, themes that relate to activities they really enjoy, and mathematical models that they trust. We combine product research with direct market knowledge. Our regional team works
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closely with operators, attends industry events, maintains relationships with local partners and gathers feedback on how different titles perform. Tis helps us distinguish a lasting opportunity from a short-lived trend. Familiar topics can be an accessible starting
point, but familiarity alone is not enough. We al- ways evaluate commercial data rather than relying solely on generally accepted cultural assumptions. Operator reviews, game ratings, turnover, and GGR help us determine if a topic is producing real results. Our goal is to balance locally relevant ideas with products that can support efficiency in multiple markets.
With franchises such as Mummyland and the wider Mummyverse, does an established char- acter give Belatra an advantage when entering new territories, or do players in different markets respond better to entirely new themes? An established hit absolutely gives us a massive advantage when entering new territories. Te idea that a new market is a completely isolated island is simply outdated in today's iGaming land- scape. Tanks to global streaming culture across Twitch and Kick, viral big-win clips, and active community discussions on platforms like Reddit, players often recognize a flagship game long before our brand officially launches in their country.
When a franchise like Mummyland enters a
new market, it doesn't arrive as a stranger. It arrives with pre-built social proof. When players see our charismatic mummy in a local casino lobby, they connect it to the high-volatility runs and max-win clips they’ve already watched online. Tat built-in familiarity eliminates banner blindness and drastically lowers the friction of that crucial first spin. For operators, having a rec- ognized IP on day one solves their biggest ac- quisition hurdle: getting players to actually trust and test a new studio's content.
At the same time, different players strive for
different experiences. We consider it important to develop franchises, because they allow us to increase the base of loyal players, but we do not think that they should be focused on. It's important to create a balanced portfolio
with acclaimed games and new releases offering something fresh.
How important are your local teams and op- erator partnerships in understanding what players want? Can you give an example where local market knowledge led you to change a game's design or launch strategy? Local teams and operator partnerships play a crucial role in understanding player preferences because they connect performance data with what is actually happening within each market. A good example is how we approach content
selection and launch strategy in Latin America. We know that a title performing well in one market will not necessarily achieve the same results everywhere. Our local team works closely with operators to understand their audiences, the content they already offer, and the types of games they believe have the greatest potential. For example, some audiences may respond
well to visually rich slots with cascading mechanics and multiple features, while others may benefit from being introduced to more straightforward game concepts first. Where operators identify an audience that is less familiar with online casino games, this feedback can influence which titles we prioritise and how we sequence their launch. Tis is why local knowledge does not necessarily
mean redesigning a game from scratch. Often, the most effective adjustments are commercial rather than technical: selecting the right game for the audience, determining the timing of its release, agreeing on promotional support, and ensuring that the content receives appropriate visibility.
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