Alex Malchenko, Head of Sales at Evoplay, joins us for an exclusive conversation ahead of HIPTHER’s European Gaming Congress 2025.

Evoplay, proud Pen & Paper Sponsor of this landmark event, continues to pave the way in iGaming with pioneering content, creative game design, and strategic market expansion.

With over a decade of B2B sales experience, Alex has played a lead role in entering regulated territories, forging new Bingo and Lottery partnerships, and launching fresh business directions – making him the ideal voice to explore insights around localising content for different markets: challenges, nuances, and successful strategies.

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Alex, with your background scaling new markets and products, what challenges have you encountered with content localisation in the iGaming space?
When we enter or grow in a new market, we look at its own specifics. In some markets, the main challenge is regulation, whether it’s strict certification rules, requirements on game content and promotions, RTP levels, or even small details like how session time is displayed. That’s why we take time to understand the rules, the culture, and what local players actually want.

One good example is our instant game Penalty Shoot-Out: Street, which we created for Brazil and its strong football culture. The challenges there were both technical and regulatory, since Latin American markets often have very different rules. In some countries, just certifying the game isn’t enough — additional RGS and RNG certificates and official confirmations are also required.

On top of that, we had to make sure the gameplay matched what players expected. With Penalty Shoot-Out: Street, we achieved this by combining fast bets, quick results, a familiar theme and the thrill of every goal, and it worked.

Another case is our Hot Triple Sevens, a worldwide-popular slot, which we’ve refreshed with new mechanics like Hold & Win. Then we re-skinned the game to suit different audiences — for example, American Sevens and Fogo do Brasil 777 — to make them resonate more with local styles and tastes.

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When games are built with the right themes and mechanics for a specific market, they feel more engaging and relevant to players, which can significantly boost their appeal. That’s why localisation is something we put thought into every time, learning from experience, working with partners, testing locally and improving as we go.

When it comes to Evoplay approaching localisation for a new market, what are the first strategic frameworks or priorities you put in place?
In short: regulation, communication with partners, and understanding players. When entering a new market, we carefully study all aspects, analyse the situation, and build a strategy. This includes legal, commercial, marketing and financial components, among others. Of course, for a complete picture, we also look at competitors’ experience, talk extensively with local participants, and study players — sometimes launching special campaigns independently, sometimes in collaboration with partners.

In this regard, Evoplay has made significant progress this year, reaching a new level. To support this approach, we also run campaigns that help us better understand players and their preferences. For example, the Oath of Steel campaign with SlotsCalendar, featuring a shared prize pool, invited players to take part and share their feedback, which we looked at thoughtfully. Similarly, we worked on a joint game with SlotCatalog, drawing on insights from their player preference analytics. Initiatives like this give us a better sense of what players enjoy and help us shape our games for different audiences, supporting our broader approach when entering or growing in new markets.

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Could you share an example where you had to adapt a game significantly – theme, mechanics, or language – to resonate with local players? What were the specific market nuances you had to tune into?

In our business, every game must meet regulatory requirements, and it’s normal that adapting a game for a specific market requires some extra adjustments. A good example of this is the lottery vertical, which is quite different from standard iGaming. In our business, every game must meet regulatory requirements, and it’s normal that adapting a game for a specific market requires some extra adjustments. A good example of this is the lottery vertical, which is quite different from iGaming. Here, we need to follow particular rules regarding content and promotions, along with other market-specific restrictions.

Other bright examples of our games adapted to local markets include mythology-inspired hits like Temple of Thunder II Bonus Buy and Roman Rule, as well as the previously mentioned American Sevens and Penalty Shoot-Out: Street. These games work well because everything comes together — the theme clicks with players, the visuals fit the concept, and the mechanics are engaging. I’d also highlight the simplicity of the games and their user-friendly UX/UI, which players appreciate no matter the region.

Operating in regulated markets obviously adds complexity. How do you strike the balance between compliance (e.g., legal, cultural mandates) and maintaining the brand’s creative integrity during localisation?
In situations like this, branded games are a good approach. Creating them involves working closely with partners, discussing details such as logos and technical settings like RTP or bet ranges.

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At the same time, we like to experiment with small creative touches to see what really clicks with players. A good example is The Easter Catch slot, an updated version of our worldwide popular The Greatest Catch, especially designed for the Easter holidays. Taking this approach keeps the game flexible, meets legal and cultural requirements, and still feels like our brand. Tailoring it for the partner and their audience also makes the game more engaging and usually leads to better performance.

You’ve been instrumental in forging Bingo and Lottery partnerships. How does localisation differ when tailoring for those verticals versus standard casino-style titles?

First of all, I want to emphasise that Bingo and Lottery are quite different from standard iGaming. These are established verticals with their own history, unique communities, and regulatory features. The lottery market is also largely monopolised and moves at a slower pace compared to the fast-moving world of iGaming.

Some online lotteries, while offering more dynamic and engaging experiences than paper versions or traditional online formats, are subject to many restrictions. For example, design themes common in slots are often prohibited, RTP requirements differ, and other regulatory rules apply.

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When it comes to trends in this area, the World Lottery Association sets the pace, and other lotteries tend to follow their lead.

Evoplay entered this sector to bring a fresh, innovative perspective, showing how classic games can be reimagined for a new generation of players and enthusiasts seeking new experiences. The projects we’re currently developing here hold great promise and add a fresh spark to this traditional space.

Thank you, Alex, for walking us through Evoplay’s thoughtful approach to content localisation and the art of balancing strategy with respect for local flavor. We can’t wait to hear more from you and other industry leaders live at the European Gaming Congress 2025.

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Join us at the European Gaming Congress 2025 | 30–31 October | Warsaw

👉 Secure your spot today, network, and dive deeper into how industry leaders like Evoplay shape the future.

The European Gaming Congress (EGC) 2025 is set to become the defining industry event of the year, as an unprecedented number of Europe’s largest operators rally behind the Congress — showing their support through sponsorships, thought leadership, and active participation.

This year, EGC welcomes a record number of sponsors, and the attendance is including industry leaders such as SUPERBET, Betclic, Fortuna, Betfan, Kaizen Gaming, Betano, Totalizator Sportowy, ComeOn Group, LVBet, RocketPlay Casino, WinSpirit Casino, 1spin4win, Win Casino, eCasino.cz, and Alfor (Fenikss).

Some operators are powering the event as sponsors, others are shaping the conversation as panelists in high-level discussions, while many are showing their commitment to collaboration by attending in force.

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“The European Gaming Congress has always been about uniting the industry, but this year we’re seeing something truly remarkable,” said Zoltán Tűndik, Co-Founder and Head of Business at HIPTHER, the organizer of EGC. “With a record number of operator sponsors, packed panels, and incredible attendance from leading brands, this year’s Congress sends a clear message: Europe’s iGaming sector is ready to work together to build a sustainable and innovative future.”

The EGC 2025 agenda will feature powerful panel discussions and expert-led sessions covering the most critical topics shaping the industry:

• Regulatory updates and cross-border compliance strategies
• Responsible gaming and player protection initiatives

• Technological innovation — from AI to gamification and personalization
• Emerging partnerships driving sustainable market growth

By gathering top executives, regulators, legal experts, affiliates, suppliers, and innovators under one roof, the European Gaming Congress 2025 offers unmatched opportunities for knowledge exchange, strategic partnerships, and collaborative problem-solving.

The European Gaming Congress takes place between 30-31 October in Warsaw, Poland, bringing together Europe’s most influential leaders for two days of networking, insights, and shaping the future of gaming.

Meet Europe’s Leading Operators – Register Now for the European Gaming Congress!

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Amusnet has become a Premium Sponsor of the SBC Summit Lisbon 2025, taking place from 16 to 18 September in one of Europe’s most vibrant capitals. The event will gather more than 30,000 professionals from the global gaming and betting sectors, creating a dynamic platform for networking, showcasing the latest products and gaining valuable market insights.

Ahead of the Summit, Amusnet reinforces its commitment to social responsibility as a Gold Sponsor of the Legends Charity Game on 15 September, which will take place at the José Alvalade Stadium. The match will unite Portuguese football greats and international icons, with the goal of raising €1 million in support of selected charities. Amusnet is also proud that its collaborator, Hristo Stoichkov, will take part in the match, further strengthening the company’s connection to this landmark event. Extending the excitement into the exhibition, Amusnet will host an exclusive Meet & Greet with football legend Krasimir Balakov at its stand on 16 September at 3 pm, giving visitors and partners the unique opportunity to meet the World Legends team player in person.

Adding to these highlights, the all-casino solutions provider is proud to be shortlisted for “Casino / Slots Developer of the Year – Large” at the SBC Awards 2025. The nomination recognizes the company’s excellence and its consistent delivery of top-tier gaming experiences. The winners will be announced on 18 September at Lisbon’s MEO Arena, marking a prestigious finale to the Summit.

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Ivo Georgiev, CEO of Amusnet, said: “Lisbon will be a defining moment for Amusnet this year. As Premium Sponsor, exhibitor, and Gold Sponsor of the Legends Charity Game, we are not only presenting our expanding product portfolio but also reinforcing the values that drive our business forward: product excellence, partnership, and social responsibility. Having the football legend Krasimir Balakov as our official guest adds a unique dimension, bringing the spirit of the Legends Charity Game directly to our stand. This holistic approach reflects our ambition to deliver great entertainment with meaningful impact, and we look forward to welcoming partners and visitors at SBC Summit Lisbon.”

Krasimir Balakov is one of Bulgaria’s most celebrated football legends, widely regarded as one of the greatest attacking midfielders of his generation. A key figure in Bulgaria’s golden squad of the 1990s, he played a decisive role in the national team’s historic fourth-place finish at the 1994 FIFA World Cup in the US. At club level, Balakov achieved international recognition with Sporting CP in Portugal and VfB Stuttgart in Germany, admired for his vision, creativity and technical skill.

At stand A190, the all-casino solutions provider will present a portfolio of games and promotional tools designed around player preferences and the company’s commitment to delivering outstanding entertainment experiences.