BGaming Q&A: Winning in the Age of Content Overload

Following the success of the inaugural TRUE WAYS event in 2025, BGaming will host its second annual edition of the online conference on July 15th, with industry experts coming together to share their raw, honest opinions on the topic: “Content Overload in iGaming: Who Wins the Player’s Attention?’ Ahead of the event, we sat down with BGaming’s CMO Kate Puteiko to discuss their take on content overload, how studios can combat it, and what attendees can expect from this year’s conference.

The market is releasing more games than ever. Do you believe that is a problem, and at what point does healthy competition turn into an overloaded marketplace? 

The volume of content hitting the market is not necessarily the main problem; the lack of differentiation among titles is. Players having more choices is never a bad thing; the problem is that too many games just deliver the same themes and mechanics over and over again. It dilutes the market and leaves players feeling exhausted. 

Studios need to be more selective with their releases. It is no longer enough to just release a different game every two weeks with the same themes and mechanics. Players do not have unlimited attention, and you need to create something that stands out. That means creating experiences and content that feel relevant to a specific audience, rather than trying to appeal to everyone at once.

Positioning, branding, and quality are much more important than release volume, and if you can get these right, you will be able to cut through the noise. 

What does content overload actually look like from a player’s perspective? And what impact does it have on them? 

Understanding the player journey is a crucial part of the creative process. Imagine being a player, logging into an online casino, and being greeted by a wall of Egyptian and fishing-themed slots. That is what content overload looks like to them - when there is very little to separate the products they see, and everything feels interchangeable.  

When this happens, players simply default to the brands they trust and the products they already know. It completely removes discovery for them and makes it increasingly hard for new studios and products to break through. 

This is not just a problem exclusive to iGaming. We have also had this same experience scrolling through Netflix or Spotify, eventually either defaulting to what we already know or watching or listening to nothing at all. 

We have entered similar territory in casino lobbies, and as studios, it is our responsibility to counteract this by being creative and offering something different. 

Is the answer to just release fewer games, or is it too simple? Are there any studio or release models that you believe have solved the problem?

The answer is not to release fewer games; it’s to be more selective with your releases. Every game in your portfolio should have a clear purpose.

During our development process at BGaming, we always ask ourselves - why does this game exist? Every product BGaming develops needs to bring something different to the table and to justify its existence. If we think it will just get lost in a sea of similar titles or that it doesn’t offer the player anything different, it does not get made. 

In our experience, we have found that data-backed decision-making is the best solution to the content overload problem. We are constantly monitoring the feedback we receive from players and operating partners and using it to guide our creative decision-making process. By removing much of the guesswork, you minimise the chance that a game will fail to connect with players. 

With so many games hitting the market, how important does a studio’s individual identity become? And what approach has BGaming taken to establishing this?

Brand identity has never been more important. Players need to be able to recognise a studio beyond just seeing their logo. We are seeing players increasingly becoming fans of specific studios or brands, not just games, and so it is essential that you become a brand synonymous with delivering the kind of gaming experiences your target audience wants. 

At BGaming, we have put a real emphasis on creating a strong visual identity for our products. We want to push the boundaries of what iGaming can achieve from an artistic and creative perspective, and we believe inspiration can come from anywhere. 

We have also focused on collaborations with iconic figures, including our recently released Penalty Duel with Júlio César, a legendary Brazilian goalkeeper. 

Perhaps the biggest decision we made in this area was to split our portfolio into three distinct gaming worlds - #Casual, #Classic, and #Entertainment. Each world has its own identity, allowing players and operating partners to understand exactly what kind of experience they are getting.  

This kind of consistency also helps to build trust with players. With so many choices, players need to know that they come to their favourite studios and get a high-quality gaming experience. 

What would you say are two to three things that a studio needs to get right in 2026 to stand out in an oversaturated market?

Your positioning is essential. Studios that churn out endless releases with no clear branding or positioning will get drowned out and become background noise. Your products need to be built with intention and with specific audiences in mind. You need to be able to send a message to players about exactly what kind of studio you are. 

Studios should also be able to offer more than just their games. Getting involved with local communities and projects can help you establish a presence beyond your gaming options and resonate with players. Likewise, building effective partnerships and collaborations with local figures, celebrities, and influencers can have the same effect. 

Community engagement has never been more important, and it is a key part of our strategy here at BGaming. 

A key theme at TRUE WAYS online conference is getting the player’s attention. In your opinion, what is the biggest thing that grabs players' attention in the modern environment? Is it the games themselves, themes, promotions, or a combination of everything?

Games themselves are no longer enough to grab a player’s attention. The work involved in attracting players has to start a long time before the game is released. The game is important, but if nobody discovers it in the first place, then it's irrelevant.

Players are now hearing about games through a number of different channels, whether that's streamers, content creators, or online forums. Almost all of this is taking place outside of the online casino lobby, so it is important that you are building and marketing your products with that in mind. 

Winning attention isn't about a single campaign or launch. It's about building an ecosystem around your product that creates long-term engagement, not just a short-lived spike.

This idea is at the heart of TRUE WAYS, the online conference powered by BGaming. On July 15, from 3:00 to 5:00 PM CET, industry experts will come together to discuss what actually works in today's oversaturated market and how companies can win players' attention. Registration is free, and we'd love everyone to join the conversation.

TRUE WAYS is all about honest conversations, including failures. In the spirit of the event, what are some of the mistakes BGaming has made from a content perspective, and what have you learned from them?

Like every gaming studio, we have definitely had some misfires at BGaming. There have been several instances where we have developed what we believe to be an original and exciting product, but it has failed to connect with players. 

The most valuable lesson this has taught us is to never assume you know what players want. Just because an idea seems to resonate within your studio does not mean it will do so with players. Confirmation bias is something you need to be very careful of during the creative process. 

As a result of these lessons, over the last year, we have become a much more data-driven company. We no longer solely rely on instinct, taking player feedback on store and making sure it is integrated into our creative process. We also work closely with the streaming community and iGaming content creators and regularly take their insights on board. 

We are constantly looking for new ways to improve our own processes, and online conferences like TRUE WAYS are an excellent way for us to not only share our experiences, but to learn from others, too. 

Last year’s TRUE WAYS inspired some fantastic conversations and takeaways. What are you hoping attendees leave this year’s event with?

We want TRUE WAYS attendees to leave the event with practical insights that they can apply to their businesses immediately. 

The event is all about sharing experiences and having honest conversations, and we hope that through this, attendees can gain a different perspective on not just their own products, but on content within the industry as a whole. 

While the event is online, we also want attendees to leave having created some professional connections. The event’s format encourages attendees to interact with one another and with the speakers through live Q&As and chats, and this is where we want everyone to share their ideas and not to be afraid to have an opinion. 

Finally, we want to inspire as much creativity as possible. We want people to leave TRUE WAYS feeling inspired to do something different and to push the boundaries of what iGaming is capable of.