Exclusive: From Small Studio to Global Supplier – CEO Marina Ostrovtsova on 8 Years of BGaming
In an exclusive interview with iGaming News Today, BGaming – CEO Marina Ostrovtsova, reflects on the company’s eight-year evolution, distribution strategy, and the competitive realities of today’s content market.
As BGaming marks its eighth anniversary, the company stands at a different scale than when it first entered the market. What began as a compact game development studio has evolved into an internationally distributed content provider operating across multiple markets.
To understand what drove that growth, and what comes next, iGaming News Today spoke exclusively with CEO Marina Ostrovtsova.
iGaming News Today: Eight years is a significant milestone in the iGaming supply sector. When you look back, what defined BGaming’s transformation from a small studio to a global content provider?
Marina Ostrovtsova :
The biggest shift was moving from purely developing games to building a scalable distribution model. In the early years, our focus was on establishing product identity and technical reliability. As the market matured, we recognised that content quality alone was not enough, accessibility and strategic partnerships became critical.
A true turning point was the launch and development of our Gaming Publishing program. It allowed us to evolve from a studio into a global content provider. By partnering with independent and emerging studios, we expanded our portfolio with diverse creative perspectives while leveraging our distribution network to bring their games to operators worldwide.
At the same time, we strengthened our expertise in exclusive and branded content for operators. Creating tailor-made games aligned with a partner’s brand, audience insights, and commercial goals allowed us to move beyond standard supply relationships. These collaborations deepened strategic partnerships and reinforced our role as a long-term growth partner rather than just a content vendor.
iGaming News Today: The content supply market has become increasingly saturated. What enabled BGaming to remain competitive during this expansion phase?
Marina Ostrovtsova:
Differentiation has been essential. We prioritised distinctive themes and player-centric mechanics rather than high-volume releases. At the same time, we invested in certifications and compliance to ensure smooth entry into regulated markets.
A key advantage has been our data-driven approach. We actively analyse streaming data and player behaviour, including insights from streams, to understand what truly resonates with audiences. Streaming is not just a promotional channel for us, it’s a real-time feedback environment. These insights help us refine mechanics, adjust volatility, and design features that create genuine engagement moments.
That balance has allowed us to remain competitive while scaling globally.
iGaming News Today: How has your product strategy evolved over the years?
Marina Ostrovtsova:
Initially, the priority was building a stable and recognisable portfolio. Over time, we refined our mechanics, introduced more flexible volatility structures and focused on localisation to support different regional preferences.
Diversification of our portfolio has played a major role in staying competitive. Alongside classic video slots, we’ve expanded into casual and crash formats, including titles like Aviamasters™, which introduced a unique mechanic and quickly gained popularity among players and streamers. We’ve also developed entertainment-driven content, such as Snoop Dogg Dollars, our celebrity-branded collaboration, which demonstrated how personality and partnership can elevate player engagement.
Today, our approach balances innovation with operational scalability. We aim to deliver games that perform consistently across jurisdictions while retaining strong brand identity.
iGaming News Today: Regulation continues to reshape the global landscape. How does BGaming approach expansion into new markets?
Marina Ostrovtsova:
Regulation requires long-term planning. Entering a new market is not just about certification, it involves understanding player behaviour, compliance standards and operator expectations.
We view regulated expansion as an investment rather than a short-term opportunity. Sustainable growth depends on responsible adaptation and strong local partnerships.
An important part of that strategy is localization. We adapt themes, visuals, communication styles, and even certain gameplay elements to better reflect local preferences and cultural nuances. Localized content helps games feel relevant, not imported.
We also actively collaborate with local influencers who understand their audiences better than anyone. For example, last year we partnered with Brazilian influencer Jon Vlogs, who became our brand ambassador in LATAM. That collaboration allowed us to connect more authentically with the regional community and strengthen our presence in one of the fastest-growing regulated markets.
iGaming News Today: Looking ahead, what defines the next phase of BGaming’s growth?
Marina Ostrovtsova:
The focus is on strengthening our presence in regulated markets, expanding our proprietary portfolio and deepening strategic operator collaborations. After eight years, our objective is not simply expansion, it is sustainable and structured scaling.
At the same time, the industry is clearly shifting toward a B2B2C model. Success today depends not only on strong relationships with operators, but also on a direct understanding of end-player behaviour. Suppliers can no longer operate at a distance from the audience. Data, streaming insights, and player engagement metrics are becoming critical components of product and distribution strategies.
For BGaming, the next phase of growth means strengthening this balance: combining regulatory discipline, scalable infrastructure, and creative differentiation with deeper player insight. Sustainable scaling requires not just entering new markets, but understanding how players in those markets engage, interact, and evolve.
Industry Perspective
BGaming’s eight-year trajectory reflects broader structural shifts within the iGaming B2B supply chain. As aggregation-driven distribution models dominate global expansion strategies, studios that combine creative differentiation with compliance agility, and increasingly, B2B2C awareness ,continue to gain traction.
For operators, supplier longevity and scalable infrastructure are increasingly decisive factors in partnership decisions particularly in tightly regulated environments.
About BGaming
Founded eight years ago, BGaming has grown from a small game studio into an internationally distributed iGaming content provider, supplying its products across multiple markets.
