BGaming enters 2026 at a pivotal moment in its evolution, with ICE Barcelona serving as the stage where the company presents its brand-new and clearly defined ecosystem. At the center of this shift is the newly introduced BGaming Universe, a structured portfolio designed to help operators think beyond individual titles and build sustainable, long-term strategies across acquisition, retention, and engagement.
In this exclusive interview with Yogonet, Olga Levshina, Chief Commercial Officer at BGaming, shares the thinking behind this strategic repositioning, the role each game world plays within the BGaming Universe, and why responsible growth remains a core priority for the company. She also reflects on what operators can expect from BGaming in 2026 and the conversations shaping the next phase of the publisher’s global expansion.
ICE Barcelona marks an important moment for BGaming this year. What does this event represent for the company as you enter 2026, and what are your main objectives for the show?
ICE Barcelona feels like a clear starting point for our entry into 2026. It’s where we showcase how BGaming has evolved from a game provider to a publisher with its own ecosystem and a much more structured portfolio. For us, it’s a moment to lock in that evolution and explain it properly to the market.
Our primary goal at the show is to introduce the BGaming Universe as a connected concept and guide partners through our newly structured portfolio and its categorization. We also want to have open, practical talks about growth, scaling, and long-term plans, while, of course, showcasing new releases, proven hits, and the wider range of products we’re bringing to the table.
As you mentioned, BGaming is introducing the concept of the “BGaming Universe” at ICE. How did this idea come about, and why did you feel the time was right to present it to the industry now?
The idea behind BGaming Universe came from a very practical place. The market has become more complex, and operators are no longer comfortable working with a large set of disconnected games. That model doesn’t really work once you start scaling.
We identified a clear need for more structure and clarity, so we developed a concept that organizes our portfolio into three distinct game worlds, all interconnected within a single publishing ecosystem.
This approach is a natural result of BGaming’s experience over the years, as we have grown our portfolio, worked across different regions, and collaborated closely with operators, affiliates, and streamers. Now feels like the right time because this structure is already established internally, and our partners are ready to think in terms of long-term strategies rather than individual releases.
The industry itself is moving toward ecosystem-based models, and BGaming Universe fits naturally into that direction.
The Universe is built around three distinct game worlds: Casual, Classic, and Entertainment. Can you briefly explain the strategic role each world plays within BGaming’s overall ecosystem?
Each world in the BGaming Universe has a distinct role to play. They’re not genres for the sake of labels, but functional roles within one ecosystem.
#Casual is about fast entry and reach. Games like Aviamasters™, Plinko, and Balloon Mania are easy to understand, mobile-first, and highly shareable. They act as strong performance tools to attract new traffic and bring players in quickly.
#Classic is the backbone. Titles such as Fruit Million, Burning Chilli X, and Wild Cash x9990 focus on proven math models and familiar mechanics. This world is about retention, stability, and building long-term value and LTV.
#Entertainment is where emotion and brand come into play. Games like Snoop Dogg Dollars, Merge Up™, and Aztec Clusters are higher-risk, more expressive, and designed to stand out. They perform well in streaming environments, generate strong reactions, and help expand reach beyond pure gameplay.
All three worlds are designed to work together, attracting players, keeping them engaged, and building a stronger, more balanced portfolio overall.
From a commercial perspective, how does this structured approach support operators in areas such as player acquisition, retention, and long-term engagement?
This structured approach makes life significantly easier for operators. By clearly classifying the portfolio, it becomes obvious what each game is designed to achieve and which business objective it supports.
Operators can now build portfolios with intent, combining the three worlds to suit their audience and create a clear player funnel covering acquisition, retention, and engagement. This reduces guesswork, cuts through complexity, and makes outcomes more predictable, allowing operators to plan growth with greater confidence.
BGaming is also sponsoring ICE’s Sustainable Gambling Zone, highlighting a strong CSR focus. Why was it important for the company to support this initiative specifically?
For BGaming, responsibility and growth go hand in hand. As we expand the Universe, we see it as essential to protect players and ensure a safe and fair environment. Supporting ICE’s Sustainable Gambling Zone was a natural choice because it aligns closely with our broader business philosophy: innovation only works when it’s sustainable.
The industry faces the challenge of moving fast while keeping players safe and informed. Initiatives like this help establish clear standards, foster trust, and encourage healthier engagement.
For us, being involved isn’t just about showing commitment. It’s about making a meaningful impact, building stronger relationships with partners and players, and ensuring that the excitement of gaming can be enjoyed safely for years to come.
Finally, what can operators and partners expect when they visit booth 2M30 at ICE Barcelona, and what conversations are you most looking forward to having during the show?
At booth 2M30, operators and partners will experience the BGaming Universe in action, with all three game worlds fully on display. It’s an opportunity to explore our strategic approach and see firsthand how the portfolio is organized.
Visitors can play all our games and receive guidance and insights directly from our team. We’re particularly looking forward to discussions around building portfolios tailored to specific operator goals, effectively combining #Casual, #Classic, and #Entertainment, and driving growth in a sustainable and responsible way throughout 2026.
