Last week saw the inaugural edition of the ICE gaming expo in Barcelona, following the end of its years-long tenure at the ExCel London venue. The event’s first time in the Spanish city proved a major success, drawing thousands of attendees over three days packed with networking, innovation and discussions on the future of the industry.
As part of its coverage of the event, Yogonet sat down with Olga Levshina, Chief Commercial Officer of BGaming, during the second day of ICE to learn about the company’s impressions of the show, its plans for market expansion, and what sets Alice Wonderluck, its newest slot release, apart.
What are your impressions of this year’s ICE? Does it feel different being the first one to take place in Barcelona?
This year’s ICE in Barcelona definitely feels different from the previous ones. You can tell the organizers thought about the visitors. Even with so many people attending, everything is super well-organized — no crowds or chaos, and every detail seems carefully planned to make us feel comfortable.
The exhibition itself is huge, with an incredible number of providers, operators, aggregators, payment companies, and land-based casinos. It’s so big that I found it hard to cover everything, but the navigation is excellent, which made it much easier to get around. The organizers really did a great job with that too.
The show comes as we say goodbye to 2024. What were the main achievements of the company in the last year? Can you share some of the major highlights?
As 2024 comes to an end, it’s been a productive and meaningful year for BGaming. One of the key highlights was the launch of Snoop Dogg Dollars, our first-ever celebrity-branded slot. Having Snoop Dogg as the animated guide and narrator brought something unique to our portfolio, and it’s been great to see players around the world enjoy it.
Beyond that, we’ve made steady progress in other areas. In 2024, we partnered with over 1,100 new online casinos, released 50 new games, and introduced features like SpinUp™ and MultiDice X™, which added fresh options to our offerings. We also received recognition from the industry, winning awards like the CasinoBeats Game Developer Award and the SiGMA Europe B2B Award for Best Game Studio.
Overall, it’s been a year of consistent growth and development, and we’re proud of what we’ve achieved.
Given BGaming’s status as a major global supplier, can you share with us some insights in terms of markets offering the biggest opportunities at the moment?
Right now, our top priority markets are Italy, the Netherlands, and Spain. These are very promising for BGaming, and we see a lot of potential there. At the same time, we’re not forgetting about other regions where we’re also expanding actively, like Brazil, Romania, and Lithuania. Each market has its own unique opportunities, and we’re excited to grow in all of them.
In line with the previous question, what can you tell us about Brazil, which has just launched its regulated market? Does BGaming have a strategy for the country?
Brazil has always been an important market for us. We started focusing on the region two years ago and have since built strong partnerships with many clients there. We’ve also received certification from GA Lab, which shows that we’re fully prepared to operate in the newly regulated market.
We see great potential in Brazil and are committed to strengthening our presence there. With its dynamic market and strong player interest, we’re confident that our tailored approach will help us succeed and bring great value to local operators and players.
Lastly, in terms of portfolio novelties, a major highlight is Alice Wonderluck. Can you tell us more about this game and what makes it special?
Alice WonderLuck is a truly special game for BGaming, combining creativity, innovation, and storytelling. Each character in the game represents something meaningful about us: the Mad Hatter embodies our creativity, the Rabbit symbolizes the pressure of deadlines and our commitment to quality, the Caterpillar represents our wisdom, and the Cheshire Cat reflects our love for freedom and independent thinking.
The gameplay is packed with 50 paylines, high volatility, and a max multiplier of x10,000. Features like Mystery symbols, the Coin feature, and the Choose Cards round add variety, while Free Spins introduce different sets of bonuses, such as extra Wilds and extra Mystery. The game’s immersive soundtrack, detailed graphics, and hidden Easter eggs create a surreal, engaging experience.
Attendees were able to explore an in-game challenge at ICE. What was it like?
At ICE Barcelona, attendees got the chance to try Alice WonderLuck before its official release in March. The game was the centerpiece of our B-Rush challenge, a tradition we’ve been running at exhibitions for a while now. To win, participants needed to spin the game and get the highest multiplier. This time, inspired by Alice’s world, we gave out unique prizes that added a sense of adventure — like a trip to Disneyland Paris for the grand prize, as well as a PlayStation and Ray-Ban Meta Glasses for the runners-up.
The B-Rush challenge tool made the experience interactive, competitive, and fun, and it’s a great example of how online casinos can use our tools to engage players and keep them entertained.
Original article: https://www.yogonet.com/international/news/2025/01/28/93281-bgaming-34each-market-has-its-own-unique-opportunities-and-were-excited-to-grow-in-all-of-them-34
