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Q&A with Lana Meisak, VP, Business Development and Marketing, Gismart

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Give us a quick overview of your entrance into the games industry and what made you decide to join it?

Before entering the gaming space, Gismart had earned a name as a top music entertainment app developer for an array of popular gamified music products such as Beat Maker Go, Piano Crush and many others. Looking for ways to grow and diversify our company portfolio, in 2019, we decided to add another business vertical and established an internal studio called Flime by Gismart. We dived deep into the development and publishing of mobile lightweight games, focusing on trendy hyper-casual genres and instant games for social platforms. The hyper-casual market was on the rise, not that saturated yet, so we saw it as a good opportunity to utilize our expertise in hypothesis testing which is crucial for this genre. Besides, we appreciated the simplicity of its mechanics and relevantly quick production so we had more room for trial and error. Within two years, we released a couple of dozen games for mobile and social platforms with many of them reaching the top gaming charts (ex. Cool Goal!, Body Race, Foil Turning 3D, etc.) and generating over 450 million downloads overall. Working in the hyper-casual market,  the team built effective processes in a very short time, as well as tested a large number of hypotheses. In 2021 we made our next step moving towards the casual genre and decided to explore puzzle games. It is a busy and challenging market with some strong competition. However, we have had success with our first game Cross Logic and are now actively working on new titles. We consider puzzle games to be a better investment in the long run. We also recently established a new business related to blockchain gaming projects and NFTs.

What does your role as VP of Business Development and Marketing at Gismart entail?

I focus on sourcing, negotiating and executing strategic partnerships across Gismart business verticals mainly related to product branding and marketing. I also build and develop long term and quality relationships and lead communications at Gismart. My role includes mobile product marketing and monetization, app distribution partner management (Apple App Store, Google Play, Facebook Instant Games, Snap Gaming, TikTok Gaming), product branding, PR and HR branding. Some of my proudest milestones include nurturing flagship partnerships between Gismart and household name entertainment brands such as UMPG, Sony/ATV and Warner Chappell, as well as the collaboration between The Chainsmokers and Gismart’s hit Beat Maker Go music app.

Women remain largely underrepresented in the global games industry. How does Gismart approach this, and what advice would you give to women who want to work in the industry?

It is an issue especially if we talk about senior ranks of companies. I am glad that this subject is constantly raised in the media as it helps the change to happen faster. I believe there are two things to fight – stereotypes and company practices. However,  speaking of the Gismart gender ratio it is very balanced. The ratio between males and females is 1:1.

Gismart is perhaps best known as a publisher of mobile games. What’s the recipe for a hit mobile game in 2022? 

I can’t give a recipe but I can say how we approach building high-potential products at Gismart. We have an expert R&D team to explore global trends and conduct in-depth marketing research. Understanding the niche to find a gap for something fresh and exciting for users is an important task.  After making sure that the game concept is relevant, we move on to creating a basic game prototype and perform a market test to understand the metrics. There are three key factors that most likely indicate that a game has a high potential – low CPI, high LTV and product scalability. The data-driven approach is what we stand by. Gismart has several analytical tools for in-depth market research, quick idea tests, and advanced product analytics that help us make a final decision.

How did Apple’s changes to marketing on iOS in 2021 affect Gismart?

Similarly to the rest of the market, we have been affected by the changes related to IDFA. This has significantly affected the traffic buying on iOS, and it has certainly become more difficult to evaluate the effectiveness of advertising campaigns. It also made it harder and more expensive to run product tests on Facebook. On the positive side, these changes forced us to delve into other purchasing channels, and change and improve approaches to testing new product ideas. We also definitely go for more technological experiments on the marketing side related to user acquisition through web traffic.

Many of your games are available on social media sites such as Snap and Facebook. Why do social networking apps want gaming content in general?

Social platforms have an undeniably huge audience and games are a new form of communication. We saw an opportunity for growth in this business and some of our team members who are now leading Flime by Gismart had the experience of building one of the first games for Facebook. Today we have over ten social platform games available on Facebook and Snapchat. Color Galaxy on Snap Games became one of the most successful games on the platform quickly after its launch and after two years still holding its position.

In general, social platforms see games as one of the instruments to entertain and retain the audience, increasing the time they spend on the platform. Besides retention, having quality games provides the platform with other benefits, such as improved user experience, new forms of communication and interaction between users, and, of course, additional monetization for social platforms.

Gismart also makes and publishes wider entertainment apps such as music and wellness. Why did the company decide to diversify its focus from mobile games?

We started with entertainment music apps. Alex, one of the company founders’ is a self-taught guitar player and the first Gismart app was a guitar app.  After the successful launch of the first product, our portfolio of music entertainment apps has grown to over 15 different apps over time. Then came our expansion to games. Wellness, as well as the pet care vertical with flagship product Woofz, was established about a year ago. Both businesses are relatively new but already established their name on the market and have a substantial number of users. All of the verticals operate as independent businesses and Gismart provides them with consulting and mentorship, all kinds of resources and tools and infrastructure. So in a way, today Gismart operates as some sort of business incubator with some of the verticals having already outgrown the startup stage.

Last question – what can we expect to see from Gismart and from yourself during the remainder of 2022?

Gismart has very exciting and challenging plans across all verticals. Speaking of casual games, we’ll continue expanding our portfolio of HTML5 games on Facebook Instant and Snap Games. We also plan to introduce our mini-games on new major social platforms. Also, we plan to soft-launch our new blockchain project.

Speaking of apps, we will continue to upgrade and develop our products in music entertainment. We are working on expanding our music partners’ circle to bring more unique, fresh music to the table. As for wellness and pet care verticals – the focus is on product and working on features to enrich the user experience and facilitate product growth. We hope to see a few new products earning their spot on the top chart.

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Una decisión inequívoca para los mercados predictivos en Brasil

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La Resolución 5.298 del Consejo Monetario Nacional de Brasil establece un límite regulatorio claro para los mercados de predicción como Polymarket y Kalshi.

En este análisis, Carlos Akira Sato examina cómo la medida refleja un cambio profundo en la arquitectura financiera de Brasil, redefiniendo qué califica como un instrumento financiero legítimo y estableciendo límites a la financiarización de eventos no económicos.

Carlos Akira Sato es cofundador de Fenynx Digital Assets y especialista en mercados regulados, infraestructura financiera y juego responsable.

En este artículo de opinión, argumenta que la Resolución 5.298 de Brasil no se trata tanto de prohibir Polymarket y Kalshi, sino de definir los límites de la próxima generación del sistema financiero.

La publicación de la Resolución nº 5.298 del Consejo Monetario Nacional establece, de forma inequívoca, un nuevo límite para la actuación de plataformas como Polymarket y Kalshi en el país. La conclusión es directa: estos modelos dejan de encontrar espacio regulatorio en Brasil. Pero la relevancia de la decisión no reside en la prohibición en sí, sino en lo que revela sobre el futuro de la arquitectura financiera.

La Resolución 5.298 no aborda explícitamente los mercados predictivos. Actúa en un plano más profundo, al redefinir qué puede considerarse un instrumento financiero legítimo.

Al exigir que los contratos estén vinculados a variables económicas con formación objetiva de precios, el regulador elimina la posibilidad de estructurar instrumentos —por sofisticados que parezcan— basados en eventos políticos, sociales o conductuales. No se trata de un ajuste periférico, sino de un reposicionamiento conceptual.

Durante años, plataformas como Polymarket y Kalshi prosperaron precisamente en la ambigüedad. No son casas de apuestas tradicionales ni encajan completamente como bolsas de derivados.

Operan en un territorio intermedio: contratos basados en probabilidades, lenguaje financiero y una promesa implícita de descubrimiento eficiente de precios sobre el futuro. Esa zona gris siempre fue su principal activo y también su mayor riesgo regulatorio. Lo que Brasil ha hecho ahora es eliminarla.

El punto más sofisticado de la resolución está en su diseño. El Consejo Monetario Nacional no atacó la tecnología, ni el formato de las plataformas, ni su ubicación. Atacó la esencia: la naturaleza del riesgo negociado.

Al hacerlo, volvió irrelevante si la operación se realiza mediante contratos bilaterales, plataformas offshore o protocolos basados en blockchain. Si el riesgo no es económico, el contrato no es admisible. Es una forma de regulación que privilegia la sustancia sobre la forma y que, por ello, tiende a ser más resiliente.

Esta decisión proyecta efectos más allá del debate sobre apuestas. Dialoga directamente con la discusión sobre tokenización y con la idea, ampliamente difundida en los últimos años, de que cualquier evento podría convertirse en un activo digital.

Brasil señala lo contrario: la innovación es bienvenida, pero no ilimitada. La tokenización encuentra legitimidad cuando está anclada en la economía real —crédito, cuentas por cobrar, activos productivos— y la pierde cuando intenta capturar comportamientos, opiniones o eventos sociales como base de negociación.

Es en este punto donde la resolución también revela una tensión institucional. El propio texto normativo asigna a la CVM la responsabilidad de emitir regulación complementaria. La elección es jurídicamente comprensible, pero institucionalmente discutible.

Si el propio diagnóstico del regulador reconoce que se trata de instrumentos híbridos —que transitan entre derivados, valores mobiliarios y estructuras de captación—, la ausencia de una iniciativa conjunta desde el inicio resulta llamativa. La opción de una regulación secuencial, con el CMN estableciendo directrices y la CVM detallando la normativa, introduce un desfase que puede reabrir temporalmente la misma zona gris que se busca cerrar.

La paradoja es evidente. La resolución es sofisticada al atacar la esencia económica de los contratos, pero fragmenta la ejecución regulatoria al distribuir competencias de forma no simultánea.

En un entorno donde la innovación financiera ocurre en la intersección de distintos regímenes —bancario, mercado de capitales y, en ciertos casos, apuestas—, la coordinación deja de ser deseable para convertirse en necesaria. La falta de sincronía puede generar interpretaciones divergentes, inseguridad jurídica y, sobre todo, oportunidades residuales de arbitraje.

Aun así, el núcleo de la decisión permanece sólido. Al restringir lo que puede considerarse un activo financiero, Brasil establece un límite silencioso pero poderoso a la financiarización de la realidad. No todo evento puede convertirse en un contrato. No toda expectativa puede convertirse en un precio. Y no todo lo que puede tokenizarse debe necesariamente negociarse.

Decir que Polymarket y Kalshi no pueden operar en Brasil es, por tanto, correcto. Pero es solo la superficie. Lo que está en juego es la definición de las fronteras de la próxima generación del sistema financiero.

Un sistema que seguirá incorporando tecnología e innovación, pero que, al menos en el caso brasileño, permanecerá anclado en la economía real. Y en ese proceso, la calidad de la coordinación entre reguladores será tan determinante como la claridad de las propias reglas.

Carlos Akira Sato – Cofundador de Fenynx Digital Assets. Especialista en mercados regulados, infraestructura financiera, gobernanza, innovación y juego responsable.

The post Una decisión inequívoca para los mercados predictivos en Brasil appeared first on Americas iGaming & Sports Betting News.

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An unequivocal decision for prediction markets in Brazil

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 Brazil’s National Monetary Council Resolution 5.298 marks a clear regulatory boundary for prediction markets such as Polymarket and Kalshi.

In this analysis, Carlos Akira Sato examines how the measure reflects a deeper shift in Brazil’s financial architecture, redefining what qualifies as a legitimate financial instrument and setting limits on the financialisation of non-economic events.

Carlos Akira Sato is co-founder of Fenynx Digital Assets and a specialist in regulated markets, financial infrastructure and responsible gambling.

In this op-ed, he argues that Brazil’s Resolution 5.298 is less about banning Polymarket and Kalshi than about defining the boundaries of the next generation of the financial system.

Brazil’s National Monetary Council Resolution 5.298 sets an unambiguous limit for platforms such as Polymarket and Kalshi in the country. The conclusion is straightforward: these models no longer find regulatory space in Brazil. But the significance of the decision lies not in the prohibition itself,  it lies in what it reveals about the future of financial architecture.

Resolution 5.298 does not explicitly address prediction markets. It operates at a deeper level, redefining what can be considered a legitimate financial instrument. By requiring that contracts be tied to economic variables with objective price formation, the regulator eliminates the possibility of structuring instruments, however sophisticated in appearance, based on political, social or behavioural events. This is not a peripheral adjustment. It is a conceptual repositioning.

For years, platforms like Polymarket and Kalshi thrived precisely on ambiguity. They are not traditional bookmakers, nor do they fit neatly as derivatives exchanges. They operate in an intermediate territory,  contracts based on probabilities, financial language and an implicit promise of efficient price discovery about the future. That grey zone was always their main asset, and their greatest regulatory risk. What Brazil has now done is eliminate it.

The most sophisticated aspect of the resolution lies in its design. The CMN did not target the technology, the format of the platforms, or their location. It targeted the essence: the nature of the risk being traded. In doing so, it made irrelevant whether the operation occurs through bilateral contracts, offshore platforms or blockchain-based protocols. If the risk is not economic, the contract is not admissible. It is a form of regulation that privileges substance over form — and is, for that reason, likely to prove more resilient.

This decision projects effects well beyond the gambling debate. It speaks directly to the discussion around tokenisation and the widely held idea in recent years that any event could be converted into a digital asset. Brazil signals the opposite. Innovation is welcome, but not unlimited. Tokenisation finds legitimacy when anchored in the real economy, credit, receivables, productive assets, and loses it when it attempts to capture behaviour, opinion or social events as the basis for trading.

It is at this point that the resolution also reveals an institutional tension. The normative text itself assigns to the CVM the responsibility of issuing complementary regulation. The choice is legally understandable, but institutionally questionable.

If the regulator’s own diagnosis recognises that these are hybrid instruments, moving between derivatives, securities and fundraising structures, the absence of a joint initiative from the outset is notable. The option for sequential regulation, with the CMN setting guidelines and the CVM filling in the detail, introduces a lag that may temporarily reopen the very grey zone it intends to close.

The paradox is evident. The resolution is sophisticated in attacking the economic essence of contracts, but fragments regulatory execution by distributing competencies non-simultaneously.

In an environment where financial innovation occurs at the intersection of different regimes, banking, capital markets and, in certain cases, gambling, coordination ceases to be desirable and becomes necessary. The lack of synchrony may generate divergent interpretations, legal uncertainty and, above all, residual arbitrage opportunities.

Even so, the core of the decision remains solid. By restricting what can be considered a financial asset, Brazil establishes a silent but powerful limit on the financialisation of reality. Not every event can be turned into a contract. Not every expectation can be converted into a price. And not everything that can be tokenised should necessarily be traded.

To say that Polymarket and Kalshi cannot operate in Brazil is therefore correct, but it is only the surface. What is at stake is the definition of boundaries for the next generation of the financial system. A system that will continue to incorporate technology and innovation, but that, at least in the Brazilian case, will remain anchored in the real economy. And in that process, the quality of coordination between regulators will be as decisive as the clarity of the rules themselves.

Carlos Akira Sato is co-founder of Fenynx Digital Assets and a specialist in regulated markets, financial infrastructure and responsible gambling. In this op-ed, he argues that Brazil’s Resolution 5.298 is less about banning Polymarket and Kalshi than about defining the boundaries of the next generation of the financial system.

The post An unequivocal decision for prediction markets in Brazil appeared first on Americas iGaming & Sports Betting News.

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Kanggiten: From B2C Insight to B2B Performance in iGaming

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As TechXperience Stage Sponsor of HIPTHER Baltics: Riga 2026, Kanggiten brings its performance-focused platform and operational expertise to the heart of the event’s technology discussions. We spoke with Ivan Korkin, Head of Account Management at Kanggiten, about translating B2C experience into scalable B2B solutions and driving measurable growth in today’s iGaming landscape.

 

How would you position Kanggiten today, and what core value does your platform deliver to partners?

– Kanggiten today is a modular iGaming platform built specifically for teams that operate on the B2C side. The core idea behind the product is simple: we take over 10 years of real operational experience and translate it into technology that helps partners turn traffic into measurable revenue.

From a technical perspective, the platform combines all key elements: casino and sportsbook engines, aggregation, payments, analytics, CRM, and affiliate management – within a single ecosystem. This allows operators to manage the entire lifecycle without fragmentation.

Another important aspect is adaptability. The platform is designed to support multi-geo operations, including local payment methods, currencies, and compliance requirements, which is critical for performance in different markets.

In terms of collaboration, we provide flexible models – from white label setups for fast market entry within a few weeks, to more customized turnkey solutions depending on the scale and maturity of the project.

 

What are your next steps for scaling the business and strengthening Kanggiten’s market position?

– Our current focus is split between product evolution and business expansion.

On the product side, we are actively developing new capabilities, including predictive tools that will help marketing teams make more informed decisions based on data patterns inside the platform.

At the same time, we are scaling commercially. We’re onboarding new clients, launching additional brands, and expanding into new markets. 2026 is already showing strong momentum, especially as our visibility in the market has increased and inbound demand continues to grow.

So in practical terms, our priorities are clear: expand geographically, grow the number of active brands on the platform, and continue investing in product development.

 

How has your experience with end users shaped your B2B approach, and how is this reflected in your product and results? Could you share an example?

– Our B2C background fundamentally defines how we approach product development. We don’t build features based on assumptions – everything is tested and validated through real user behavior.

There are several areas where this is especially visible.

First is retention. Today, sustainable growth is driven more by retention than by acquisition. That’s why we focus heavily on onboarding flows, CRM logic, bonus structures, and reactivation strategies. Retention is not a standalone tool – it’s a system built on continuous testing and data analysis.

Second is segmentation. Personalization only works when it’s built on meaningful segmentation. We test different traffic groups, analyze behavioral patterns, and create tailored scenarios for each segment. This directly impacts monetization efficiency.

Third is the use of AI. At this stage, AI is no longer experimental – it’s embedded into operations. We apply it in fraud prevention, KYC, content generation, and support automation to improve both efficiency and decision-making.

And finally, distribution channels. We work across a wide range of touchpoints, which allows operators to engage users in different environments and adapt quickly when market conditions change.

If we look at a practical example, GEO-specific behavior plays a critical role. In Turkey, even small UI details like how percentage values are displayed can influence conversion.

In LATAM, on the other hand, fraud patterns are more prominent, so we implement additional AI-driven verification layers. These insights are transferable  once validated in one market, they can be applied in others with similar characteristics.

 

What challenges do operators and affiliates most often face after working with other platforms, where do they typically lose revenue or users, and how do you address these issues?

– In most cases, the issues are not unique – they repeat across different operators and platforms.

One of the main gaps is conversion management. Many platforms generate traffic but lack the tools to properly analyze and optimize the funnel. Without clear visibility into user behavior, improving conversion becomes difficult.

Another area is engagement. Gamification is often either too basic or requires additional development. In practice, it should be a core part of the platform, not an add-on, because it directly impacts retention and revenue.

Scalability is also a frequent issue. Platforms may perform well at a smaller scale but struggle under higher load. Without real operational experience, these limitations often appear too late. Our approach combines stable infrastructure with continuous adaptation, allowing us to maintain performance under growth.

Retention is another critical point. It doesn’t happen automatically – it needs to be engineered through segmentation, personalized communication, and ongoing experimentation. This is where our B2C experience plays a key role.

If we break it down further, operators typically lose performance in four areas:

conversion inefficiencies, lack of GEO adaptation, technical limitations, and slow time-to-market.

We address these by building the platform as a flexible system that evolves continuously rather than a static product.

 

What factors have the greatest impact on growth and conversion today, and how do you see these evolving in 2026–2027?

– One of the main drivers will be hyper-personalization. Platforms will increasingly adapt in real time to individual user behavior, shaping unique experiences for each session.

At the same time, market expansion will continue to fuel growth. New regions and emerging markets will open additional opportunities for operators, along with new approaches to acquisition and engagement.

Another major shift will come from automation. Operational processes will become increasingly automated, reducing manual workload and improving efficiency.

This will be driven not only by AI in general, but by more advanced, agent-based systems that can handle tasks such as content generation, customer interaction, and fraud detection with minimal human involvement.

Overall, the direction is clear: more data-driven decision-making, more automation, and more adaptive user experiences.

The post Kanggiten: From B2C Insight to B2B Performance in iGaming appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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