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Why studios need to promote their games
Elliott Resnick, Head of First Look Games, says that due to the highly competitive nature of the industry studios need to get their games in front of players if they are to succeed in the long term
Slot studios are fighting for operator attention in a highly competitive marketplace. There are literally hundreds of developers pushing thousands of games with endless new titles launching every month. So being heard above the noise made by rivals is a vital key to success.
Developers also face fierce competition when it comes to directing players to their games. Operator lobbies are stocked with thousands of titles, with game positioning often the difference between whether a title sinks or swims.
But what if affiliates could not only fulfil their traditional objective of new traffic to operators but also drive awareness of a studio’s content and have players specifically look for the game regardless of where they are positioned in casino lobbies?
To do this, studios must promote their games to players as well as operators, but that isn’t easy given developers take a small proportion of the revenues made on their slots. Above-the-line marketing is simply not an option for the majority of studios, so they have to look to other ways of gaining the attention of operators and players.
But due to the expensive nature of traditional game development, and the time it can take to bring a slot from concept to market (this can take anywhere from four to twelve months) studios must not leave game discovery to chance and instead proactively promote each of their most anticipated titles.
It is also important for studios to provide operators with easy access to information and assets about their games, not just for the purpose of selling their titles but also for other areas such as inclusion in the operator’s marketing and CRM. Without this, developers are missing the final but crucial step in launching their game – which is proactively letting players know about it.
This has led several studios to partner with slot streamers but while that now hangs in the balance pending Twitch’s upcoming announcement on 18 October, others are leveraging the incredible reach that traditional affiliates can provide. But striking partnerships with publishers can be labour intensive – something that already stretched teams have little time to dedicate to unless they hire someone dedicated to affiliate outreach pretty much full-time.
That is where First Look Games comes in, providing the world’s first platform that directly connects studios with all registered affiliates in the iGaming space who regularly craft detailed new game reviews designed to generate referrals to one or more online casino partner.
A publisher’s access to First Look Games is free, allowing all game studios to deploy finished/approved creative packs direct to an entire affiliate community within minutes. It puts the power in the developer’s hands, giving them control over the information and assets they share, and when they share them.
Affiliate marketing allows studios of all sizes to put their games in front of players and potentially build anticipation around future releases. For established studios that have highly sought-after content coming, affiliate marketing can drive large numbers of reviews along with significant awareness that a new game is set to land. For small studios starting out, it can make a difference between being prioritised for an operator integration or being left out. For those in the growth phase, game promotion can assist with realising greater ROI.
Studios can additionally use the feedback they receive from affiliate game reviews to guide future slot development by understanding what has and has not hit the mark with the player community. This feedback is incredibly valuable.
What’s more, affiliates are very cost-effective when compared to other forms of B2C marketing and can help studios to reverse engineer interest in their games where reviews are strong and the audience has a clear appetite for their content.
But right now, studios are not maximising the potential that affiliates provide. The studio-affiliate relationship is still relatively new which is why this marketing channel can be overlooked in terms of the value it can deliver.
First Look Games has been designed to do much of the heavy lifting on behalf of the studio, providing them with access to more than 800 approved publishers with their combined reach being more than 20 million players around the world.
Studios simply upload game information and assets to their dedicated library, and then our network of approved affiliates can access these files and use them to produce content such as game reviews or video content. The entire platform has been designed to be easy to use by any member of a studio’s team.
Despite this, we often find the studios do not know where to position us within their business – sometimes we are seen as a marketing resource, other times as a tool to support the commercial team. We can be both, but it shows just how new this area of game promotion is.
Over time this will change, especially when studios start to see the incredible success their rivals are having in the affiliate space by unlocking more of the potential in their games.
Getting any title in front of more of the right people is simply good business and in such a competitive market, that can be the difference between a studio succeeding or failing.
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Mobile iGaming isn’t a trend anymore—it’s the new default. With 96% of the world’s digital population accessing the internet via smartphones, operators can no longer treat mobile as a “nice to have.” On Atlaslive, most players already come through mobile, showing just how deep this shift has gone. So they have investigated the reasons for it.
5 reasons are driving the rise of mobile play:
- Smartphones & 5G: Affordable devices and low-latency connections make betting and live casino seamless.
- Mobile-first UX: Fingerprint login, in-game wallets, and scrollable lobbies remove friction.
- New market regulations: Markets like Brazil are now opening to licensed apps, unlocking millions of players.
- Frictionless payments: From Apple Pay to Brazil’s Biometric Pix, fast deposits are now a mobile-native feature.
- User behavior shifts: Millennials and Gen Z expect short, impulsive, on-the-go sessions—and mobile delivers.
Mobile iGaming has clearly become the main arena for user activity and revenue growth. To find out more and see how operators can improve engagement and drive revenue with mobile strategies, read the full article.
About Atlaslive
Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.
The post 5 Reasons Mobile iGaming is Growing (and How to Earn from It) appeared first on European Gaming Industry News.
iGaming just got a new ride. Bet It Drives, GR8 Tech’s new podcast, takes the industry’s most interesting voices out of the studio and into the fast lane. Hosted by Yevhen Krazhan, CSO, each episode is filmed entirely in a moving car, with cameras rolling and London as the backdrop.
No predictable Q&As: Bet It Drives pairs high-energy visuals with relaxed, unscripted dialogue. Shot by the award-winning crew behind campaigns for global brands, the format blends high-energy visuals with the kind of candid moments you only get when people are truly relaxed.
“Bet It Drives was born from a simple idea—great conversations happen when people feel at ease,” said Yevhen Krazhan. “Driving through London strips away the formality, lets personalities shine, and captures the pace and unpredictability that define the iGaming industry.”
The premiere kicks off with Alex Pratt, Group Managing Director of Clarion Gaming, who oversees a portfolio of leading B2B events and media brands, including ICE, iGB Affiliate, and iGaming Business. With over two decades in the iGaming industry, Pratt has been instrumental in shaping its evolution and is recognized for his insights into emerging markets, technological advancements, and fostering community within the gaming sector.
During the ride, Alex opened up about:
- ICE vs. iGB Live—which is his personal favorite, and why.
- Organizing world-class iGaming events and how major decisions like moving ICE to Barcelona come together behind the scenes.
- Partnering with big tech and how such collaborations shape the future of iGaming.
- Advice for startups attending conferences.
- Alex’s Spotify playlist and the tracks that keep him going.
- The most jaw-dropping booths he’s ever seen on the exhibition floor.
- Which panels or attendees would he ban for the greater good of the industry.
- Memorable after-parties—the kind you don’t forget, even if you wish you could.
“Alex really showed us what is happening on the front and the back of high-end igaming events,” said Krazhan. “From the strategic calls that shape entire conferences to the wild stories that never make the press, this episode is a perfect mix of insider knowledge, candid moments, and the kind of energy that makes you wish the ride was longer.”
With upcoming guests including Stephen Crystal, Rohini Sardana, and Helen Walton, Bet It Drives is set to deliver brilliant storytelling, unscripted moments, and a visual style unlike anything else in iGaming media.
Access Episode 1 with Alex Pratt on YouTube or Spotify—and buckle up.
The post GR8 Tech Hits the Road with New “Bet It Drives” Podcast—First Guest: Alex Pratt appeared first on European Gaming Industry News.
With four spots, one stage and R60 000 on the line, South Africa’s sharpest squads are gearing up for a Call of Duty clash like no other.
The 2025 Hyprop MTN Shift Gaming Experience is about to get louder, faster and more intense. Hyprop, in collaboration with MTN, is introducing SHIFT COD – a Call of Duty tournament designed to test South Africa’s sharpest squads in a no-excuses, high-pressure arena. Four online qualifiers. One LAN finale. R60,000 in prize money. Only the best survive.
The format stays sharp and unforgiving: each qualifier is a single-elimination best-of-five series. Teams will battle across Hardpoint, Search and Destroy, and Control. Only the top squad from each of the four qualifier events will earn a shot at the LAN finale, taking place at Canal Walk on 12 and 13 September. Finalists will cover their own travel and accommodation, but the stage – and the spotlight – will be waiting.
“The Shift Gaming Experience is about putting real competition at the centre of public spaces and connecting people through the power of play,” said Christie Stanbridge, Brand and Campaigns Marketing Manager at Hyprop. “Adding Call of Duty to the lineup takes the intensity up a notch. We’re giving gamers a serious platform to show what they can do – live, on stage and in front of a crowd.”
The four qualifiers took place online, where teams signed up for free:
All qualifier finals were broadcast, giving fans full access to the action and allowing players to gain exposure beyond the scoreboard.
Four teams qualify for the LAN finale, where they’ll compete in a double-elimination bracket for a prize pool structured as follows:
- 1st place: R30,000
- 2nd place: R15,000
- 3rd place: R10,000
- 4th place: R5,000
Now in its third year, the Hyprop MTN Shift Gaming Experience has become one of the country’s most visible platforms for esports and casual gaming. Hosted at Hyprop-owned malls including Canal Walk, Clearwater and The Glen, the experience blends competitive tournaments with public engagement to bring gaming into the mainstream.
“MTN SHIFT isn’t about gimmicks. It’s built for players, whether you’re grinding in ranked or showing up to prove a point on LAN,” said Stanbridge. “We’ve seen how gaming can energise our spaces and create new communities. SHIFT COD builds on that energy.”
With only four LAN spots available, the window to make your mark is narrow, and the competition will be ruthless. Visit acgl.gg/mtnshift.
Remaining Tournament Dates & Venues:
SHIFT COD is part of the MTN Shift Gaming Experience which takes place at:
Capegate – Online Qualifier: 31 Aug | In-Centre Event: 5 – 7 Sep
Canal Walk – Online Qualifier: 7 Sep | In-Centre Event: 17 – 21 Sep
The post Hyprop and MTN Launch SHIFT COD Tournament as Part of 2025 Shift Gaming Experience appeared first on European Gaming Industry News.
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