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With 50 Million Master Bakers, ‘Bake It’ Is Now Kwalee’s 2nd-Biggest Mobile Game

Published

5 years ago

July 22, 2021

Kwalee’s Bake It has officially passed 50 million downloads, making it the publisher’s second most-downloaded hypercasual game to date. Its impressive download count is topped only by Draw It (95 million+ downloads).

Released in May 2020, this tactile game about baking perfect cakes and treats took the mobile game market by storm – it ranked at #1 in the ‘Simulation’ category in 20 countries, and achieved close to 10 million downloads in the first month alone!

Bake It gives the player a chance to explore their delicious itch for culinary baking. Players bake monumental cakes, dressing them with a smorgasbord of sweet toppings and icing and sprinkles and candies – based on what the customer’s sweet tooth craves, of course.

2020 was a testing time for Kwalee, as it was for everyone. The company — headquartered in Leamington Spa — faced the challenge of swapping the shared physical space of its studio with a remote, digital development environment due to the rampant COVID-19 pandemic.

Bake It, Kwalee’s first game launched under these circumstances, proved to be the standard-bearer in the firm’s impressive adaptation to remote working. Kwalee began 2020 as a developer and publisher with just over 60 staff, all firmly UK and office-based, and now finds itself with more than 160 team members, across 13 countries and three offices – Leamington Spa, Bangalore and Beijing.

CEO David Darling expressed his thoughts on the game’s success and its role in Kwalee’s development as a globally-distributed team:

“Seeing the success of Bake It along with a few other hit games of ours, like Object Hunt and Shootout 3D – it gives us confidence in remote working as the new model for our work culture. There’s a lot of potential we’re seeing in working this way to bring more hit games in the long term, especially with a globally-distributed team, so we’re excited about that.”

CEO David Darling

For an even greater insight into the making of Bake It, Kwalee’s Head of Development Simon Platt published an article soon after the game’s release that dove deep into the team’s experience of handling both development and publishing of Bake It during the pandemic.

Between opening up permanent remote opportunities for candidates globally and working alongside the overseas offices in Bangalore and Beijing, Kwalee’s teams have had to keep their work structure consistent online whilst meeting project goals simultaneously. It has ultimately paid off, with the recent remote releases skyrocketing in the charts.

Kwalee is currently running a challenge for third-party developers called Hypercasual Heroes, in which developers have the chance to get their games published by Kwalee and potentially secure a slice of that Bake It-style success – along with incredible, limited-time awards including a Tesla Model 3 car and $100,000 in advances with uncapped profit share to follow! Open for submissions until 31st August, developers can simply upload their 15-second gameplay video to Kwalee’s new publisher portal in order to be eligible.*

In the case of Bake It, the cherry on top was provided by the fact that interest in baking shot up during the first lockdown, often cited as a therapeutic and productive outlet to bust stress and anxiety. Bake It certainly hit the sweet spot in this regard but more than a year on, it’s also showed impressive longevity.

Bake It continues to receive updates from Kwalee’s dedicated team of designers and developers, who tailor the experiences for all kinds of players so anyone could become the best baker they can be. Android users and iOS users can find Bake It available for download on Google Play Store and App Store respectively.

Kwalee has been nominated in both Best Developer and Best Publisher categories at the upcoming Mobile Games Awards, and you can visit the official website for more information on joining our global team or getting your game published with us.

CRM

Titan 3.0 Launch Marks Finnplay’s Biggest Platform Overhaul

Published

8 minutes ago

February 10, 2026

Wladimir P.

titan-3.0-launch-marks-finnplay’s-biggest-platform-overhaul

Finnish iGaming platform provider Finnplay has revealed the introduction of Titan 3.0, a significant upgrade to its Titan® iGaming platform, featuring the most comprehensive addition of functionalities the company has ever implemented.

Titan 3.0 brings a wide range of new features aimed at enhancing campaign management, boosting player-specific control, and improving operational efficiency, granting operators more flexibility while expanding in regulated markets. Titan 3.0 iGaming platform enhances Finnplay’s established platform framework and signifies the firm’s most significant investment in a platform so far. The update reflects direct feedback from operators in various markets and emphasizes actionable enhancements that facilitate clearer player paths, enhanced personalization, and scalable compliance.

“Titan 3.0 is a focused evolution of the platform and Finnplay’s largest product investment to date,” said Jaakko Soininen, Managing Director at Finnplay. “The feedback from our operators has been extremely positive. These are capabilities that have been long awaited, and they are designed to help operators take their business to the next level while maintaining the stability and regulatory readiness Titan is known for.”

Key enhancements in Titan 3.0 include new multiwallet capabilities, improved campaign and reward tools, and upgraded segmentation features like player tags. Product blocking is implemented at the category level, enabling operators to limit access to particular game categories while still permitting access to others, in accordance with responsible gaming standards.

Titan 3.0 enhances CRM and marketing functions via a bidirectional integration with Optimove, in addition to better system communications, new tournament structures, and instant data transfer to external services. A revamped Back Office is also intended for a future release, focused on enhancing usability and workflow effectiveness.

Titan® continues to be an open and flexible platform that accommodates more than 100 game providers and over 80 payment service providers, ensuring complete adherence to compliance and responsible gaming standards across various regulated areas.

A product overview video interview with Managing Director Jaakko Soininen is available here: https://www.youtube.com/watch?v=NhdBuI_Pkm4

The post Titan 3.0 Launch Marks Finnplay’s Biggest Platform Overhaul appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Casino Gaming

Why Slots Remain The Spearhead Of Global Casino Gaming Marketing

Published

8 minutes ago

February 10, 2026

GamingAmericas.com

why-slots-remain-the-spearhead-of-global-casino-gaming-marketing

Casino gaming companies spend countless hours trying to piece together their next big marketing campaign. For some, they can throw the kitchen sink at it, spend millions of dollars, and it can fall flat; for smaller brands, they can have a makeshift promotional concept that brings in a global audience.

There’s no clear-cut way to guarantee success when it comes to global casino gaming marketing, but for many casinos, it’s hard to go wrong with a promotional idea that has a slot game as the centerpiece.

But why? What’s behind this enduring appeal, and even in the light of brand new concepts ranging from VR gaming, although this has cooled recently, to the power of blockchain and cryptocurrency, why do slots remain such an integral part of the marketing strategy?

Slots Welcome Bonuses & Their Simplicity

Unlike many casino games, which can often involve strategy and rules, slot games do not require the same level of attention. They’re games that require no skill, and as long as you have a basic grasp of how to set a betting amount, the number of lines, and flick through the info and payout rules of the slot game, they are not difficult games to wrap your head around.

Now, this doesn’t mean they aren’t fun, or that their modular nature doesn’t create almost countless innovative ideas. But it is the simplicity and the fact that the games are to the point, easy to access, and have something for every type of casino gamer, that make them the obvious candidates for marketing ideas.

A slots welcome bonus may come in many different formats, but they all have the same goal of showcasing to you the quality of the game, the provider, and, just like the games themselves, a slots welcome bonus can be modular, fit around your gaming style, and offer a cost-effective insight into how a casino operates.

The Importance Of Choice

Those of you who have played slot games will have a solid understanding of how many titles are out there. It’s no exaggeration to say there are thousands of themes and ideas, with more added to the vast global market each passing day. Therefore, for those people who utilize welcome bonuses that leverage slots, you often have a selection of games you can browse.

While other bonuses will try to encompass other parts of the site. If you don’t play blackjack, for instance, then you’re not going to check out a blackjack bonus; it’s pretty simple math. But if you are somebody who enjoys slots, or have a passing interest, the range of games available means that you can shop around, find slot ideas that are most suited to your gaming style, and get a true idea of the scope of a casino platform and its gaming library.

A Foot In The Door

In the days before online casino gaming, conventional casinos relied on slots as their main attraction. We’ve seen how multiple other areas of the gambling market have moved online. While the likes of Powerball have adjusted, keeping the essence of their design and funding local projects, they have also allowed digital audiences to purchase tickets and expanded their markets online.

Online casinos have operated in a similar vein, drawing on the success of land-based slots in conventional casinos in the days before the internet to adjust their business models and shift their marketing strategies online

They continue to comprise large sections of conventional casinos, but when it comes to marketing ideas and promotions, playing with bonus money is one of the more efficient ways to play and potentially win, because there is little upfront cost. However, you should not see slots or any gambling game as a source of income; they are meant for fun, and you should only ever gamble with money you can afford to lose.

Could It Change In The Future?

Bonuses are a vital tool casinos use to promote their games. As part of a marketing strategy, it’s the sheer size of the gaming options and the plethora of themes and genres that make it such a key part of the market.

They’ve proven to be a fruitful idea for casino companies expanding their brands, and even amid new payment methods, the rise of crypto slots, and a host of other innovations in the igaming market, slots remain the spearhead of global casino gaming marketing. Throughout the last 25 years, there’s no stone that casinos have left unturned when it comes to marketing.

The fabric of the industry may have shifted, with social media influencers, SEO, and company social media pages becoming the frontline of the marketing world, but slot gaming ideas still comprise the largest portion of the casino gaming industry.

Despite dipping into blackjack, poker, and other niche games, and fusing them with bonus ideas and free spins, it’s the standalone slots promotions that often yield the best engagement and customer conversion rates.

The post Why Slots Remain The Spearhead Of Global Casino Gaming Marketing appeared first on Americas iGaming & Sports Betting News.

Atlaslive

Convergence in iGaming: The Structural Shift of 2026

Published

1 hour ago

February 10, 2026

Wladimir P.

convergence-in-igaming:-the-structural-shift-of-2026

Modern iGaming platforms no longer operate in isolation. Payments influence trust and onboarding. Social mechanics shape engagement and retention. Media platforms determine visibility and acquisition. What were once separate systems now function as a single, continuous flow.

In this article, Atlaslive explores how fintech infrastructure, social gaming mechanics, and media ecosystems are converging into a unified operational model for iGaming platforms—fundamentally changing how products are built, scaled, and regulated.

Beyond Integrations: A Connected Product Flow

Convergence represents a structural shift, not a layer of additional integrations.

Payments, identity verification, engagement tools, and acquisition channels now operate simultaneously rather than sequentially. A deposit may influence verification timing. Social features introduce real-time moderation and monitoring requirements. Media platform policies directly affect product messaging and promotional mechanics.

Competitive iGaming platforms are increasingly designed around real-time system awareness, where each component responds dynamically to player behavior and regulatory constraints.

Payments at the Center of the Player Journey

Fintech infrastructure has become the backbone of the modern iGaming experience.

Payment speed shapes player trust. Embedded payment flows reduce friction caused by redirects. Verification processes operate contextually rather than as standalone checkpoints. Financial controls directly affect session continuity and engagement.

As a result, payments and compliance functions are no longer peripheral tools—they are embedded directly into core product architecture.

Borrowing from Social Gaming Mechanics

As onboarding becomes smoother, engagement opportunities expand.

Live formats, community-driven mechanics, and interactive environments increase session depth and emotional participation alongside transactional activity. Social features help extend player lifetime value—but they also introduce new responsibilities.

Higher interaction levels require structured moderation, real-time monitoring, and enhanced responsible gaming oversight to maintain regulatory and ethical standards.

Media-Led Discovery and Distribution

Creator-driven platforms now play a central role in how iGaming brands are discovered.

Media platform content policies often exceed local regulatory requirements. Attribution becomes fragmented across multiple channels. Visibility increasingly depends on alignment with platform-specific expectations rather than traditional advertising rules.

As a result, marketing strategy and compliance management are becoming deeply intertwined.

Compliance as a Core Design Constraint

In regulated markets, payments, engagement, and distribution can no longer be managed independently.

“This is why convergence has become structural. Platforms have moved toward unified systems that can monitor, react, and report across the entire player journey in real time—not to add complexity, but to reduce risk while scaling.”
— Dmytro Matiiuk, Head of Delivery

Unified system architecture enables operators to manage regulatory risk while supporting sustainable growth.

Conclusion: Operating in a Connected iGaming Ecosystem

Operating successfully in 2026 means managing a fully connected ecosystem. Payment flows, social engagement mechanics, and media-driven acquisition strategies must align within a single architectural framework.

Platforms designed for coherence—such as Atlaslive—enable operators to support this integrated approach, balancing performance, compliance, and scalability in an increasingly complex iGaming environment.

Disclaimer

This document is provided for informational and discussion purposes only. It is based on publicly available sources and was created by the Atlaslive team for marketing use. It does not constitute a solicitation or offer to buy or sell any gambling-related product, nor does it represent legal or business development advice. While Atlaslive believes the information contained herein to be reliable, no guarantee is made as to its accuracy or completeness, and no liability is accepted for any loss arising from its use. Atlaslive reserves the right to correct any errors contained in this document.

About Atlaslive

Atlaslive is a B2B software development company specializing in multifunctional, automated platforms for sports betting and casino operators. The Atlaslive Platform includes Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and a Retail Module.

Follow Atlaslive on LinkedIn for the latest insights and updates in iGaming technology.

The post Convergence in iGaming: The Structural Shift of 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.