/Success is not final, failure is not fatal: it is the courage to continue that counts./ Winston S. Churchill, British statesman, military officer, and writer

What can we call success in iGaming? It relies on more than innovative games and seamless user experiences in this ever-changing area. The real answer is hiding deeper. Effective business communication drives growth, builds partnerships, and helps enter new markets. Thus, it is necessary to understand how a clear, strategic approach can boost success in the iGaming industry.

Why communication matters in iGaming

Communication is the backbone of the iGaming industry. It influences every facet of its operations, from user engagement to internal collaboration. “Proper communication resolves 80% of problems. Usually, people believe they are good communicators if they are polite, positive, respond quickly, always have something to talk about, and are easygoing. However, in reality, the concept is much deeper and forms the foundation for both internal company dynamics and relationships with partners. The simpler and more understandable your message is, the more likely it is that the recipient will understand your point. It’s worth considering how you speak, the words you choose, and who you’re addressing to create a brilliantly simple and clear message. Everything genius is simple!” says Olha Pronak, Head of KAM at Evoplay.

In an industry where users demand seamless experiences, its clear and effective tone fosters trust, loyalty, and player satisfaction. For example, customer support must be prompt and empathetic so players feel valued and resolve their issues efficiently. Transparent communication about rules, payouts, and promotions also improves the user experience, reducing confusion and preventing disputes that could harm a brand’s reputation.

Moreover, iGaming thrives on community engagement. Personalised messages, interactive live chats, and engaging social media posts create a sense of connection and excitement among players. By listening to user feedback and responding thoughtfully, companies can adapt to trends and deliver the features that players want most, giving them a competitive edge.

Building up B2B partnerships through communication

/Nothing in life is more important than the ability to communicate effectively./ Gerald R. Ford, former United States president

The iGaming sector is highly competitive and dynamic, requiring businesses to adapt quickly to regulations, technology, and consumer preferences changes. Clear communication ensures everyone works towards common goals, whether negotiating with partners or building internal teams.

The role of transparency

Transparency is the cornerstone of successful B2B partnerships in iGaming, especially among game developers, operators, and service providers. Fostering trust and aligning objectives is the foundation for beneficial collaborations. Clear communication of goals and expectations ensures that all parties remain on the same page, while regular progress updates build confidence and accountability. Open and honest messages create resilient, productive, long-term partnerships, making growth possible in this competitive and fast-evolving industry.

Customisation and personalisation

/No longer will people accept viral marketing. What consumers are expecting – and craving – is a more personalised, curated experience./ Penny Wilson, marketer

Every partner has unique needs and expectations. Tailoring your communication to address these specifics can lead to stronger, more effective collaborations. Personalised communication goes beyond addressing someone by name. It involves understanding the complexity of their business, their priorities, and the unique pain points they face. By showing that you care about their success, you build trust and, as a bonus, foster mutual respect and long-term loyalty. 

Improving internal collaboration

In iGaming, internal teams often consist of developers, marketers, analysts, and compliance specialists. Each department plays a crucial role, and their alignment is essential for success. Clear communication ensures everyone understands the company’s vision, goals, and priorities.

For improving internal collaboration it’s crucial to establish practices that promote transparency, mutual understanding, and shared accountability. Regular updates, clear workflows, and open feedback create a foundation where teams can align their efforts toward common objectives. In an environment of trust and clarity, organisations can ensure that every department contributes effectively to the company’s overall success.

Entering new markets with effective communication

Expanding into new markets requires more than just a strong product. Effective communication is key to understanding local cultures, preferences, and regulations. By doing so, businesses can tailor their strategies to meet local needs, improving their chances of success.

Communication isn’t just about exchanging information. It’s also about telling your brand’s story. A clear and compelling brand narrative can help you connect with new audiences and differentiate your offerings when entering a new market.

Challenges and solutions in business communication

Even though effective communication is key to success in business, it often presents a wide range of challenges. Misunderstandings and rapidly evolving technology can limit the ability to get information. It may lead to incapability and missed opportunities. Identifying these challenges is the first step toward crafting practical solutions that drive better collaboration and organisational success.

One major challenge in business communication is overcoming departmental silos when team members are isolated from the team itself. To address this, implementing shared communication platforms (like Slack and Microsoft Office) and regular interdepartmental meetings can break down barriers and foster a more unified approach. 

Rapid technological advancements are also challenging, as businesses must adapt to new tools while ensuring that all employees are equipped to use them effectively. Regular training and choosing user-friendly communication solutions can help teams keep pace with these changes.

What if the main barrier on your path towards success is language? In the global iGaming market, this challenge is more than real. Misunderstandings can lead to delays, compliance issues, or even lost partnerships. To overcome this:

• Use professional translators and interpreters when necessary
• Invest in multilingual communication tools
• Encourage cultural sensitivity within teams

Also, the sheer volume of information can be overwhelming. Prioritising and streamlining communication helps to prevent critical messages from being lost. To achieve this, use concise and targeted messaging, summarise key points in updates and reports, and implement project management tools to centralise communication. This way, everyone stays on the same page and works together on your business goals.

By recognising and addressing these challenges, businesses can build stronger, more resilient communication systems. Effective practical solutions pave the way for enhanced collaboration and long-term success. Ultimately, overcoming communication barriers isn’t just about solving problems – creating opportunities to connect, innovate, and grow.

Measuring the success of communication efforts

/Success is where preparation and opportunity meet./ Bobby Unser, a three-time Indianapolis 500 winner

Communication should be measured to ensure effectiveness like any other business function. Metrics such as response times, partner feedback, and team engagement levels can provide valuable insights. Using these techniques, you can set goals and expect their achievement from all your colleagues or stakeholders. Examples include:

• Time taken to resolve partner queries
• Internal survey results on communication satisfaction
• The success rate of new market entries

Eventually, effective communication is an ongoing process. Regularly reviewing and refining communication strategies helps businesses stay agile and responsive to new challenges. So don’t hesitate to change your approaches and strategy, and make sure everyone you communicate with understands why those things are happening.

Conclusion

Strong business communication is a vital component of success in the iGaming industry, where competition is fierce, and markets are always looking for better solutions. Even though this concept is quite flexible, and companies may interpret it differently, some things can bring you closer to its essence. Building trust with partners, aligning internal teams, or navigating new markets – all these processes need clear and strategic communication to make all the difference. 

Olha Pronak

Head of KAM

Head of KAM

I lead the Account Management department, using all-encompassing experience in business development to see the bigger picture of the iGaming world. My areas of competence include developing business via partnerships, ensuring smooth operations and taking proactive measures to avoid potential risks. The scope of my responsibilities is large and varied, reflecting the broad nature of account management.

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/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 iGaming 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.

Olha Pronak

Head of KAM

Head of KAM

I lead the Account Management department, using all-encompassing experience in business development to see the bigger picture of the iGaming world. My areas of competence include developing business via partnerships, ensuring smooth operations and taking proactive measures to avoid potential risks. The scope of my responsibilities is large and varied, reflecting the broad nature of account management.

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