“Uplatform is intensifying its focus on research and development:” Maria Bashkevich, firm’s Head of Marketing

Can you describe what it was like for you to be at the ICE booth?

Our presence at the ICE booth this year was nothing short of spectacular. We truly raised the bar, setting our sights even higher for next year's stand, and I must say, the team is already buzzing with ideas :D

But on a serious note, this year's expo was immensely productive from marketing, sales, and partnerships perspectives. As Head of Marketing, I can’t get myself to stop reflecting on the marketing side. Our primary marketing objectives revolved around boosting brand awareness and enhancing lead generation. Judging by the metrics, it's clear we hit our targets.

We’ve offered a unique entertainment for our guests - a first-ever DRONE RACING - where guests could try their skills in flying a real drone through different obstacles. All the participants could win a helicopter tour above London, which, unsurprisingly, drew significant attention. Complementing the high-flying excitement, we continued our tradition of serving our signature bubble tea, cocktails, specialty coffee and hosting quick games where participants could snag some cool branded merchandise.

Beyond the engaging activities, we took the opportunity to demonstrate the strength and capabilities of our platform and casino aggregator, proudly announcing the doubling of our provider partnerships in recent months. We also spotlighted the latest enhancements to our CRM and other platform services, ensuring attendees left with a comprehensive understanding of what makes our offerings exceptional.

In commercial terms, what is your evaluation? Did you achieve the goals proposed? Did new collaborations or business alliances emerge?

I think it’s too early to talk about commercial results and ROMI, especially considering the extended sales cycles typical for platforms like ours. However, I can affirmatively say that our involvement in ICE London went beyond our expectations. We set specific goals around marketing metrics, generating new leads and deepening existing relationships, all of which we achieved. The event facilitated several promising discussions that are now evolving into new collaborations and business alliances.

The quality of networking opportunities ICE provides has once again proven invaluable for business expansion and partnership development.

What aspect can you highlight about the changes and the future of the industry? How is the company preparing for it?

One of the most significant changes in our industry is the rapid advancement of technology and its impact on user expectations. Players now seek more personalized and immersive gaming experiences, a trend we anticipate will continue to grow. Uplatform recognizes this evolution, investing in AI and machine learning to enhance our offerings.

We're also focusing on scalability, working on tailoring our offerings to different regions and their unique preferences, recognizing this as a key challenge to operators these days.

When talking about new trends.  Do you use artificial intelligence for your products, services or user experience?

Absolutely.  New technologies, in general, are a cornerstone of our product development strategy. AI is rapidly evolving, giving us limitless opportunities to increase business performance - from enhancing the user experience and support to elevating marketing campaigns.

Our team continuously explores and integrates advanced technologies, including AI, in ways that align with our commitment to innovation, efficiency, and delivering unparalleled value to our users. Our approach is to harness these cutting-edge technologies judiciously, ensuring they add tangible value and elevate the experiences of those we serve.

Did you have the opportunity to participate in or attend any activity related to ICE VOX? Any particular topic you want to highlight?

Participating in ICE VOX was one of the highlights of the event for me. I had the incredible privilege of contributing to the "Entering New Markets" workshop, where I shared our insights and strategies on Localization.

This topic is particularly close to my heart, as it underscores the importance of understanding and adapting to the cultural nuances and preferences of different markets. I tried to highlight the key role tailored approaches play in successfully expanding into new territories. It was an honor to exchange views with fellow experts and explore one of the major branches of our industry’s growth and evolution.

What features of the last edition in London stand out to you? And how are you preparing for Barcelona 2025?

Saying farewell to London is undeniably bittersweet, marking the end of a significant era for ICE and ushering in the promise of a vibrant new chapter in Barcelona. The last edition in London was memorable, spotlighting the relentless drive for innovation and the evolving landscape of iGaming. It prompted me to pause and ponder our industry's remarkable journey over the last decade, witnessing transformations that have reshaped our approach and aspirations.

As we eagerly anticipate the dawn of a new ICE era in Barcelona by 2025, Uplatform is intensifying its focus on research and development. We aim to delve deeper into the emerging technologies expected to spearhead the future of iGaming. We're also expanding our market intelligence efforts to ensure our offerings meet the specific needs of diverse regions, preparing us to showcase even more groundbreaking solutions in Barcelona.