/Partnership is not a legal contract between two equal individuals. It’s an emotional alliance between two people who are committed to each other’s success./ Warren Buffet, businessman, investor, and philanthropist
In iGaming, B2B partnerships are like a complex puzzle – each piece must fit perfectly to create a winning strategy. At Evoplay, we recognise that our main goal is to deliver a seamless gaming experience to the end user – the player. Yet, to achieve it, we must first manage the critical relationship with our partners. These partnerships serve as the bridge between our games and the players, making it essential to control how our content is displayed, promoted, and played.
What do B2B partnerships encompass?
Every B2B partnership is unique, shaped by market specifics, regulatory environments, and the operational strategies of each partner. Whether working with a casino that also offers sports betting or one that focuses exclusively on iGaming, the approach must be customised. It means understanding the partners’ markets, their audience, and how they want to present their brand and ours to the players. From licensing requirements to marketing tactics, every detail matters. The success of our games relies on the quality of the product as well as on how well we collaborate with our partners to make those games stand out.
Our team of Key Account Managers plays an important role in ensuring smooth collaboration. We don’t limit ourselves to one specific area of partnership; our work is diverse. At every step, we focus on understanding our partners’ needs. We believe it’s essential to deliver a product that satisfies both our partners and ourselves. Fully understanding our partners’ operational principles, goals, and interests is key to shaping our approach to these partnerships.
What are the key factors to improve your B2B partner strategy?
The power of open communication
/Honesty is the soul of business./ Dutch Proverb
Effective communication is the core of any successful partnership, as it prevents misunderstandings. When a player faces an issue, like a game not working, it’s crucial that the casino communicates clearly. Players aren’t concerned about technical reasons. They just want to enjoy their experience. Explaining what’s happening prevents frustrations and builds trust.
This same principle applies to our B2B relationships. Partners need to know what to expect – whether it’s about technical updates, promotional strategies, or any shifts in the business. Open and transparent communication encourages trust, which is essential for long-term collaboration. Trust isn’t built on transactions alone. It’s built on honesty and consistent dialogue. Success in B2B partnerships comes from more than just numbers. It’s also about ethical business practices and shared understanding. At Evoplay, we believe that every conversation with a partner should be based on clarity and openness, ensuring that all parties are on the same page and working towards a common goal.
Importance of having a worked-out onboarding strategy
From day one, new partners should fully understand what Evoplay can offer them. It means showing the promotion tools we provide, how our content can be used, and the flexibility we offer in terms of collaboration. Partners need to know whether we’re open to new ideas and proposals or if there are areas where we work in a more structured way. This clarity helps them align their development strategies with our capabilities. Our onboarding process is all about transparency – giving partners a full understanding of how we operate and what opportunities for collaboration exist.
Understanding the partner landscape
To truly succeed, it’s better to start with a deep understanding of the partner. Each partner has their own set of challenges and strengths, which need to be addressed from the start.
Simply delivering the games is not enough – casinos often feature hundreds of titles. Our goal here is to ensure that our games are not just available but also visible for players, and they are able to see and engage with them. It requires a deep, cooperative effort, working together to optimise how our games are positioned and promoted within the casino’s ecosystem. It includes knowing how they promote content, whether they work with streamers, and the tools they use to boost visibility, as well as their capabilities, market presence, and technical setup.
Setting clear goals & expectations
Effective B2B partnerships require clear goals and transparent communication. While the iGaming industry can be unpredictable – fluctuating due to economic changes, regulatory updates, or even player behaviour – setting flexible yet defined objectives helps navigate these uncertainties. Regular communication about expectations, performance metrics, and shared targets ensures that both parties are aligned and can adapt to changes together.
Technical excellence is non-negotiable
In the iGaming industry, technical reliability is above all. Players expect smooth, uninterrupted gaming experiences, and any technical issues can lead to dissatisfaction and a damaged reputation. Ensuring that our software is robust and well-integrated with the partner’s platform is a non-negotiable aspect of a successful partnership. Technical excellence enhances player satisfaction and strengthens trust between the provider and its partners.
Cultural understanding & human connection
/Business is not about one’s own success or failure, but how successful we make our partners./ Donald Trump, 45th US president
Partnerships are not just about businesses – they’re about people. Recognising cultural differences and understanding the unique backgrounds of our partners is crucial. Whether dealing with European markets or LatAm ones, each has its own cultural nuances that influence how business is conducted. Building strong human-centric connections can transform a traditional B2B relationship into a more personal, H2H (human-to-human) interaction, creating deeper, more resilient partnerships.
Our experience of investing in networking events for B2B
In-person interactions, whether at industry events or through direct visits, can significantly enhance B2B relationships. These meetings provide a platform for deeper discussions, idea exchange, and collaborative planning. At Evoplay, we value these opportunities to connect with our partners in more informal settings, as they often lead to stronger, more productive relationships.
Meaningful connections require offline communication
Exhibitions
When it comes to exhibitions, we always aim to raise the bar each year. Our approach is to bring something new and exciting to the table, whether it’s through themed stands or interactive promotions. For example, we once hosted an activity connected to our famous instant game – Penalty shoot-out, where partners could win bonuses by scoring a goal. It was all about creating a fun, engaging atmosphere that reflects the entertainment nature of iGaming. It’s more than just business; it’s about bringing energy and creativity to every event.
We believe in innovation, from the design of our stands to the games we showcase. Exhibitions are also fantastic opportunities for networking. Face-to-face conversations are invaluable – you can understand someone better, explain ideas more clearly, and build stronger connections that are hard to achieve online. There’s something about offline communication that feels more genuine and personal.
Themed parties
Last November, we hosted an adrenaline-fuelled, race-themed event that was a huge hit. We organised real races with supercars, where guests could place bets on the winning car and even ride in the race cars themselves if they won. It felt like a real Formula 1 event, tying into our flagship Adrenaline Rush and two other titles from that collection. The feedback was fantastic, with partners saying it was one of the best events they’d attended. You can read more about this roaring party here.
Also, based on our slot game Hot Rio Nights, we hosted a vibrant event in Brazil, themed around Brazilian culture with dancers, cocktails named after our games, and a fun vibe that everyone loved. These events not only reflect our innovative spirit but also bring people together, presenting the unique identity of our company.
Gifts & merch
Our merch is always a big hit, and partners love it. We come up with fresh, creative ideas every year, and the feedback is always great. Partners often send us photos showing off how they’re using the items. At exhibitions, people always ask, “What do you have this year?” – and they’re never disappointed.
We’ve done everything from massage cushions to cosy home sets with blankets, slippers, and bathrobes. We also create smaller, travel-friendly items like backpacks and themed sports bottles, so they’re easy to take home. The Evoplay team avoids giving generic items like notebooks or pens – those are outdated. Instead, we focus on unique, exciting gifts, e.g., custom caps or fun-themed merch.
This year, we’ve shifted toward a more personal, “soulful” approach, focusing on delivering positive experiences. While business is our daily focus, bringing positive emotions to our interactions – whether through more relaxed, engaging events or entertainment-focused activities – creates stronger, more meaningful connections with both partners and players. We believe that adding a human touch to business relationships is what many are missing, and we’re making this a priority moving forward.
