BGaming CEO Urges Early Casino Content Integration to Address Rising Operator Acquisition Costs

BGaming CEO Marina Ostrovtsova has called for operators to integrate casino content into the acquisition funnel from the first player touchpoint rather than after registration or deposit. In an interview published by iGaming Future, Ostrovtsova detailed how her studio’s structured content strategy responds to rising acquisition costs, mobile-first audiences and fragmented discovery channels.

Ostrovtsova took the helm at BGaming in 2022. She has since expanded the supplier to a portfolio of more than 250 games featured at more than 3,000 online casinos worldwide. The approach centers on a Three Game Worlds model that assigns distinct commercial roles to different content types.

Casual Content to Shorten the Path from Ad to First Game

Ostrovtsova argued that accessible, low-friction games can improve conversion and open new traffic sources, particularly in mobile-first and emerging markets. “I’d bring casino content into the acquisition funnel much earlier. A game shouldn’t come into play after registration or the first deposit. It can help attract and convert players from the start.”

She positioned the Casual world as built for simple mechanics, short sessions, fast loading and lightweight performance on budget devices. These titles, including instant-win and crash games, adapt readily to ads, affiliate campaigns and media buying because their visuals face fewer platform restrictions than traditional slots.

Connecting Worlds to Drive Cross-Play and Portfolio LTV

Ostrovtsova emphasized that suppliers must explain not only what each game is but what business goal it serves. The model breaks down as Casual for acquisition, Entertainment for organic reach through streaming and social, and Classic for retention and long-term value. Operators should define target audiences, GEOs, devices, channels and KPIs, then use lobby placement, CRM, tournaments and promotions to guide movement between categories.

From March to June 2026, Strmlytics recorded 56,585 minutes of BGaming-streamed content, placing the studio sixth globally. In one affiliate campaign with TopX, around 50 percent of Fishing Time players moved on to slots. Separately, Hot Chilli Bells delivered D7 retention 229 percent above the benchmark and median session duration 136 percent higher.

Ostrovtsova advised looking beyond individual game GGR to cohort quality, cross-play and overall LTV. Suppliers can support operators with benchmarks, performance reviews and strategy adjustments. The core requirement remains assigning every title a clear role and measuring its contribution across the full player journey.

Reporting: iGaming Future

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