CasinoBeats.com interview with Andrzej Hyla: Customisation as a way to stand out & resonate

SBC Summit Barcelona is closely approaching as industry leaders prepare to make their way to Catalonia for three days of betting and gaming exhibitions. One of many C-level individuals to appear at the conference is Andrzej Hyla, Wazdan’s Chief Commercial Officer, who has spoken to CasinoBeats regarding his excitement for the event. 

As a Malta-based company, Wazdan has extended its igaming catalogue with a plethora of new titles since it last appeared at an SBC event, which has led the company to be nominated for two SBC Awards. In this interview, Hyla explains that this feat “is a great honour and a testament to the entire team, highlighting how hard they have worked.”  

Throughout our conversation with Hyla, the CCO talks of the studio’s dedication to customisable titles, stating that this “is very much king,” as well as stressing excitement at this year’s regular return of the physical events scene.

What makes SBC Summit Barcelona stand out as an event?

The SBC Summit Barcelona is a global exhibition, allowing leaders in all aspects of gambling to exchange knowledge, build connections, and enhance the industry. With more than 200 exhibitors and 6,000 delegates, it has become one of the biggest events in the industry. 

The conference agenda is extremely interesting and it’s always good to listen to C-Level speakers’ insights. In addition, the summit is also the host of the hugely prestigious SBC Awards, so there is plenty to look forward to in Barcelona!

Wazdan has been shortlisted for the Casino/Slots Developer of the Year and Innovation in Mobile Awards for this years’ event. Why is winning an award important to you, and what sets Wazdan apart from other contenders?

Firstly, being shortlisted for such prestigious awards is a great honour and a testament to the entire team, highlighting how hard they have worked. We’re keeping our fingers crossed for the ceremony in the hope of winning, that’s for sure! 

We’re proud to offer unique, innovative features proven to boost player engagement and drive revenue growth for operators, such as our Collect to Infinity, Cash Infinity, and Freedom of Choice features, as well as our wildly popular Hold the Jackpot™ titles. In addition, we’ll soon release our new Sticky to Infinity feature, but more on that another time!

We allow for an unparalleled level of customisation in our games, which is something that we think really allows us to stand out in the industry, with our mobile-first philosophy resonating with players more than ever. 

Wazdan operates in 20+ markets including Europe, the US, Canada, and Colombia. How do you choose which markets to operate in, and which locations have the most potential for Wazdan?

It all stems from our commitment to responsible gaming as we do our utmost to enter every newly regulated iGaming market. This year alone we’ve entered the Netherlands, Michigan, Ontario, Italy, and Bulgaria among others.

The multiple markets across Europe are of great importance to us, and we feel we can bring real value to operators’ offerings across the continents. 

In addition, we’re still relatively new to North America, and we see great potential as more states and territories introduce regulation, as it is a collection of incredible markets.

Your portfolio boasts more than 150 games. How do you go about coming up with the concepts? Is it more about researching current and future trends, or do you have a specific audience segment you’re trying to appeal to?

We constantly seek new ways to engage players and come up with innovative features, designed to increase revenue for our partners. From classic fruit slots to mythological concepts, we create immersive games with cutting-edge igaming technology, stunning visuals and sound, all combined with fresh themes. When creating a new concept, we always delve into the topic to truly find a perfect marriage between themes and the mechanics we want to bring to fans.

Thanks to our innovative Volatility Levels and other customisable features, our games can be enjoyed by all kinds of players, which is something we’re very proud of.

Customisation is probably the most important part of any casino game nowadays, as the modern casino player wants to take control of their game. What’s the next big thing for the game studios?

Customisation is not only essential in the maximisation of user experience, but also in the retention of new players. It can increase player engagement, their retention and lifetime value while driving revenue growth for operators.

Our engagement-building philosophy is based on creating a customised experience through solutions that deliver proven results. Ultimately, we want to deliver fantastic experiences for players alongside great results for our partners. 

Game developers need to create titles that meet the requirements of modern players. Allowing players to adjust the game to their own preference is the best way to appeal to a more players.

An example of this is our Volatility Levels, which can essentially give operators three versions of a title in one package. Customisation is very much king. 

The landscape is extremely competitive, and players are getting increasingly sophisticated. What would your pitch be like if you had to present your product in three sentences to a potential client?

Bringing more than 10 years of iGaming excellence to operators in over 20 regulated markets worldwide, we believe in constant innovation, elevating casino grids with top-performing online slots and tools that boost player engagement. We allow operators to supercharge performance metrics and capitalise on enhanced player experience with our unique features and engagement tools, created to deliver proven results. With more than 150 featured-packed, mobile-first slot titles, we’re able to bring unique mechanics and immersive experiences to players while driving revenue growth for operators.

You’re exhibiting at and sponsoring SBC Summit Barcelona. Why is it important for game studios to actively participate in industry events? Is the return on investment typically what you’re hoping for?

After two years of zoom calls due to the pandemic, we’re very happy to be at events in person again! It’s important to cultivate good relationships with partners and we’re happy we’ll be able to meet them again during the event.

Industry events give us an invaluable opportunity to showcase our products, meet existing and new partners, network with industry peers, and take part in conferences. It’s something that is extremely hard to replicate elsewhere, and we look forward to being able to enjoy the summit to its fullest.

Who are you hoping to meet at SBC Summit Barcelona? Are there any operators you’ve been wishing to work with?

We invite all casino operators who want to supercharge their casino grids to booth G14, where we’ll be showcasing our new games including Sizzling Kingdom: Bison, 9 Burning Stars, 9 Coins: 1000 Edition, Hot Slot: Magic Bombs, Hot Slot: Magic Pearls, and Burning Sun.

Visitors will also be able to discover our engagement-boosting features which deliver proven results, including Collect to Infinity, Cash Infinity, Hold the Jackpot™, and the brand-new Sticky to Infinity mechanic.