INTERVIEW: SLOTEGRATOR
How can a fl exible frontend keep an online casino relevant?
Olga Ivanchik
GIO speaks to Slotegrator COO, Olga Ivanchik about the importance of adapting platforms with speed and how their Casino Builder makes these important changes easier.
GIO: How important is it for operators to be able to quickly customise their casino frontend for different markets and player groups? Olga Ivanchik: In today’s iGaming market, it’s essential.
Flexibility is becoming a baseline requirement, especially for brands seeking to compete across multiple markets. When it comes to expansion, established brands need their casino lobby to reflect local preferences, before we even get down to the level of a personalised lobby, or anything like that. It’s like how McDonald’s keeps the same brand around the world, but adjusts the menu in each country to reflect local tastes.
But it’s not just big international brands who need to be able to adapt; smaller operations focused on a single market need to make real-time updates as well. If smaller brands want to carve out market share and hold on to it, they need to show that they’re more in tune with local players, and the best way to do that is with hyper-targeted, highly tailored, locally focused campaigns.
GIO: What challenges do operators typically face when trying to personalise their casino lobby? OI: Normally, this is how it looks: first, the operator decides what changes they’d like, and they set out a timeline. For example, let’s say they’re a Europe- focused platform and they want to do a campaign around a holiday, like Halloween. Obviously, you don’t just take advantage of the day, you take advantage of the season, so you need to start on October 1 at the latest; otherwise, you’re wasting an opportunity.
8 OCTOBER 2026 GIO
They choose the designs they want and submit a ticket, along with any visuals, if they’ve designed them in-house. Then they wait. It could be a few weeks, or maybe a month. It could be longer. And then, when it’s ‘done,’ the proportions are off, the widgets aren’t quite in the right place, or
something else is wrong, and they have to submit another ticket. And wait. Again.
By the time the lobby is ready for the campaign, it’s 8 October. That’s an entire week missing from the promotion schedule – a potential loss of 25 per cent.
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