FEATURE: SLOT GAMES


From Slot to Mummyverse: How Belatra turned Mummyland Treasures into a universe of its own


When Mummyland Treasures launched in 2022, few expected it to become the foundation for a full gaming multiverse. But Belatra’s adventurous slot quickly captured the hearts of players and streamers alike. With its engaging storyline, comical protagonist, and vibrant visuals, it didn’t just succeed commercially – it sparked a movement within the iGaming world.


F


rom day one, Mummyland Treasures stood out. Set in ancient Egypt, it introduced players to a mummy explorer who was equal parts mysterious and ridiculous. The mix of traditional slot aesthetics with a humorous twist caught the imagination instantly. “We saw early traction from streamers and casinos,” notes Mikhail Voinich, Head of Business Development at Belatra. “Players weren’t just spinning – they were following the character. That was our fi rst sign we had something bigger.”


Within three months, it outperformed most new releases across platforms. Streamers helped boost the hype with clips of major wins and funny gameplay moments. A highlight came in 2025, when a streamer’s USDT 9,833 win went viral. That video is now archived on Belatra’s offi cial channel.


SANTA MUMMY: A SEASONAL HIT The fi rst expansion of the Mummyverse came in December 2023 with Santa Mummy, a festive reimagining of the original slot. Keeping the core gameplay, Belatra added holiday visuals and joyful chaos.


“We wanted to make our players smile,” says Voinich. “So we dressed the mummy up for the holidays and gave him a snowy playground.” Though seasonal, Santa Mummy became one of Belatra’s top-performing games and stayed in the company’s top fi ve through 2025. “This showed us that players weren’t just here for the mood. They were emotionally invested


12 JULY 2025 GIO


in the character,” says Kateryna Goi, Chief Marketing Offi cer at Belatra Games.


EXPANDING FORMATS: MUMMY’S MINES


In April 2025, Belatra launched Mummy’s Mines, taking the franchise beyond traditional slots. The game adopted instant win mechanics inspired by ‘minesweeper’ and ‘crash’ genres – perfect for mobile-fi rst users seeking faster gameplay.


“Entering the instant win space was strategic. We wanted to see how our universe could evolve beyond reels,” explains Goi. The results were eye-catching: Mummy’s Mines boosted engagement and retained fans of the original slot, proving the character’s fl exibility across formats.


BITSTARZ TREASURES: CRYPTO- CUSTOMISATION


Another key expansion came through a partnership with BitStarz, a crypto casino. Together, they released BitStarz Treasures, a custom game tailored to the platform’s crypto-savvy audience. The game retained the mummy theme but introduced special visuals and exclusive features.


“Customisations like this allow us to take strong IP and mold it for specifi c audiences,” says Goi. “It’s a win-win. Players enjoy an exclusive experience, and the brand becomes more personal.”


The launch drew strong engagement from the


BitStarz community and became one of its standout branded titles in 2025.


A GLOBAL ICON


The mummy’s appeal isn’t bound by geography. From Europe to Latin America, the character has resonated with diverse audiences. “Some characters need localisation. The Mummy just clicked everywhere,” says Andres Troelsen, Belatra’s Commercial Director for Latin America. “He’s funny, a bit absurd, and that works across cultures.”


In LATAM markets like Argentina and Brazil, Mummyland Treasures has ranked consistently among Belatra’s top games, supporting the brand’s regional growth. Beyond the screen The mummy’s infl uence extends beyond gameplay. He’s now a fi xture at Belatra’s expo booths worldwide – from Lisbon to São Paulo. With costumed actors, fog machines, and themed cocktails, the Mummy has become an event highlight.


“He draws people in,” says Goi. “Some of our most meaningful partnerships started right there – next to the Mummy’s bar full of treasures.”


WHAT’S NEXT?


The Mummyverse journey is far from over. The next chapter of the franchise drops in late August 2025, promising new formats, visuals, and storylines. For fans around the world, the adventure is just getting started.


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