In an exclusive interview with Telecomasia.net, Tatyana Kaminskaya shares her remarkable journey from a Travel Manager to becoming a pivotal figure in the dynamic world of iGaming at SOFTSWISS. Over the past seven years, Tatyana has transitioned into a role that combines innovation with legal expertise, assisting operators in navigating the intricate landscape of regulated markets.
– You have been working at SOFTSWISS for over seven years. How did your journey in the iGaming industry begin? Why did you decide to work in this industry and leave your position as a Travel Manager?
– I enjoyed working as a Travel Manager, but I realised I wanted to be part of something more fast-paced and innovative over time. I found myself in iGaming almost by chance. It offered exactly what I was looking for. It's dynamic, challenging, technologically innovative, and there’s always something new to learn. It was the perfect blend of technology and creativity, which really drew me in.
– SOFTSWISS acts as an intermediary between operators and game providers. One of your main tasks is to relieve both parties of legal issues. Can you provide an example of such complexities that you help resolve?
– One example that comes to mind is helping operators enter regulated markets. This project is complex and multifaceted, and the legal aspect must be executed flawlessly, although often a small part of it. It involves studying the rules and working with consultants, labs and regulators. Many companies prefer to delegate these processes entirely, so they choose full-service providers.
However, this means committing to the chosen platform and becoming dependent on that provider. In such cases, the SOFTSWISS Game Aggregator becomes invaluable for operators who want more flexibility. We handle content-related legal issues and offer consulting services, allowing operators to remain independent while expanding their offerings.
– You also develop crypto casinos. Your website lists game providers supporting cryptocurrencies, but only five companies exist. How do you think game providers’ attitudes towards cryptocurrency will change?
– There has been a lot of discussion around this. Providers don’t necessarily have to focus on cryptocurrency to attract crypto players. Instead, they can experiment with game formats – some of which may borrow trends from the crypto world to enhance new releases.
Developers can incorporate trading elements into games or create themed games around popular crypto culture symbols to attract additional attention and interest. For example, Galaxsys released a game inspired by the infamous clicker game Hamster Kombat.
It should be noted that these are experimental attempts that can attract some attention but are rarely sustainable long-term. Game providers need to stick to their core offering – whether it's slots or something else – while still delivering trendy features quickly and efficiently.
– Expanding our game portfolio is a key aspect of our forward-looking strategy. Variety in games is what attracts users. Let’s complicate the task and imagine operators could only offer 1–3 games. What types of games would these be?
– I generally dislike one-size-fits-all solutions, but if operators could only offer 1-3 games, the selection would need to be strategic. We have the largest Game Aggregator in the market, with over 23,500 games, for a reason. We want to provide diverse options so operators can meet their players' unique preferences.
However, if the choice is limited, some game types would naturally stand out based on the industry trends and player demand. Slot games would be an obvious pick due to their broad appeal, variety of themes, and features like free spins and jackpots. They remain the most popular type of game in most markets.
Live dealer games would also be a strong choice for their immersive, real-time experience, appealing to players seeking the feel of a real casino from home. Crash games, with their simplicity and high engagement, would round out the top three, especially for younger players who enjoy quick, high-energy gameplay.
However, the best game mix depends on operators' understanding of the market and ability to align offerings with what their players want.
– In 2023, you added tournaments. Do they keep players' attention as effectively as bonuses?
– The Tournament Tool is one of our Game Aggregator's most innovative features. It expands operators' offerings and helps them run tournaments where players compete for large prize pools, making gameplay more engaging.
It may be challenging to compare this tool directly to traditional bonuses, but we see clear evidence of increased player engagement thanks to its dynamic gaming mechanics. Additionally, operators can assess the effectiveness of this tool through its built-in reporting system, which tracks the performance of each promo campaign.
– Tournaments and bonuses are great, but most players dream of hitting the jackpot. Earlier, in 2021, you added the Jackpot Aggregator. How did players receive this feature? Can you share some of the biggest wins?
Jackpot mechanics are a proven way to engage players. Our clients consistently report increased financial performance after implementing our Jackpot Aggregator, demonstrating its popularity and effectiveness among players.
Regarding winning figures, the largest jackpots were hit after we launched our unique Prime Network Jackpot campaign. It allows online casino brands to participate by contributing to a shared prize pool that grows progressively with player bets. Any participating player has a chance to win. Since the end of the 2024 launch, two major jackpots have been hit – one exceeding 244,000 euro and another over 537,000 euro.
– Operating an online casino is significantly cheaper than a land-based establishment. What do you think the future holds for land-based casinos?
– Land-based casinos have always had and will continue to have their place in the industry. Their audiences have different preferences, expectations, and gaming experiences from online players. To be honest, I don’t follow land-based trends closely, but I don’t expect any revolutionary changes in this segment. The atmosphere and offerings may change, but the basic rules and setup will likely remain the same for the foreseeable future.
One interesting possibility is the integration of online games with land-based formats. For example, some land-based terminals can display online games on dedicated screens, significantly expanding the selection of games compared to what traditional slot machine manufacturers provide. However, the legality of such hybrid formats is still questionable, and they are more common in unregulated markets.
