GBC Time has interviewed – Martina Krajci, Chief Commercial Officer at SYNOT Games, well known and an international, respected structure of companies, which develop and supply pure HTML5 casino slot games
Tell us about SYNOT Games and what you believe sets the company apart from other iGaming content providers on the global stage.
At SYNOT Games, we take great pride in who we are and what we do. What truly sets us apart in the global iGaming landscape is our deep-rooted commitment to regulated markets. We don’t just see compliance as a checkbox, but it’s a fundamental part of our DNA. By focusing on sustainable and responsible growth, we ensure that our products are both high-quality and engaging, while meeting the highest industry standards in all regulated markets where we operate.
Another core strength of ours lies in being truly data-driven, real insights and behavioural trends guide every step of our development process. We invest heavily in understanding what players enjoy, what motivates them to return, and how different markets respond to various mechanics or styles. This means that our games aren’t just beautiful and technically solid, they’re also strategically crafted to meet the tastes and expectations of specific audiences. We blend creativity with precision, and that mix allows us to build a portfolio that’s fresh, dynamic, and consistently relevant. As we continue to grow, we remain true to our core values – innovation, integrity, and a passion for creating outstanding games.
SYNOT Games emphasizes innovation and perfection – how do you ensure that spirit is maintained across development, marketing, and partnerships?
We see innovation and quality as more than just goals, they’re a core part of our mindset. We’ve fostered a culture where pursuing perfection comes naturally, and this positive spirit is evident in every aspect of our organization, from development to marketing and partnerships.
What truly sustains this is our teams’ collaboration. There is a strong link among product development, marketing, and sales, enabling us to work closely together rather than in isolation. This cross-functional teamwork fosters continuous sharing of feedback, insights, and creative ideas. Everyone’s input matters, and we leverage this diversity of perspectives to make more informed decisions and create superior games. It also allows us to stay incredibly agile. If the market shifts or a partner has a new requirement, we can adapt quickly without compromising our standards. Whether we’re launching a campaign or crafting a custom solution for a partner, our focus remains the same: deliver something exceptional.
With over 200 HTML5 slot titles already in your portfolio, what criteria do you use to decide what kinds of games to develop next?
Having more than 200 HTML5 games in our portfolio is an unbelievable achievement we’re genuinely proud of. It reflects our passion, consistency, and deep understanding of the iGaming landscape, but with that success comes the challenge of deciding what to create next. While data remains the foundation of our decision-making, it’s only the beginning of a much broader creative and strategic process.
We constantly analyse player behaviour, market performance, and emerging trends to understand what truly engages different audiences. This data-driven approach enables us to identify which mechanics, themes, and features are resonating, as well as where there is room for innovation. At the same time, we carefully listen to feedback from our partners and players, because they’re the ones who experience our games firsthand.
Creativity is another big part of the equation. Our producers are constantly seeking fresh angles, new visual styles, and clever twists on familiar mechanics. We strive for a balanced portfolio, one that offers something for everyone while maintaining the high quality and innovation for which we’re known. In the end, our goal is simple – to develop games that players love and operators trust. Every title we create is a step forward, shaped by insight, collaboration, and a real passion for iGaming.
What role does player data and behavior analysis play in shaping your next generation of games or engagement features?
It plays a huge role, here’s no overstating it. At SYNOT Games, player data and behavioral insights are at the very core of how we shape the next generation of our portfolio. Every spin, session, or feature interaction tells us something valuable, and we’re constantly listening.
Once we launch a new game or feature, our job is far from over. We dive deep into performance analytics and honest operators’ feedback to understand what worked, what surprised players, and where there’s space to push things further. This ongoing analysis helps us fine-tune mechanics, tailor difficulty curves, and adapt features to match different play styles or regional preferences.
It’s not just about optimizing for today – it’s about anticipating tomorrow. The more we learn, the more we can innovate. Whether it’s designing smarter bonus features, crafting more immersive game flows, or developing new engagement tools, we aim to create experiences that feel personal, dynamic, and exciting.
Can you share more about your certified RNG and how SYNOT ensures fairness and transparency for both operators and players?
Delivering fairness, transparency, and player safety isn’t just part of our process, but it’s a key part of our promise. We operate exclusively in regulated markets, which means meeting the highest standards is essential. That’s why we’ve built a certified Random Number Generator (RNG) module that drives all our games, ensuring truly random, trustworthy results every time.
Our RNG is meticulously developed and certified to comply with the strictest international standards, providing both our partners and their players with complete confidence in every spin and outcome. On top of this, each game features its unique logic that transforms those random numbers into the results players experience. This logic is carefully tested and certified game by game, ensuring precision, fairness, and flawless performance across our entire portfolio.
For us, it’s simple – we build products you can trust. Every title, every system, and every feature are designed to be safe, fair, and fully compliant, so our partners can focus on delivering great entertainment, knowing the foundation is rock-solid.
SYNOT Games recently partnered with Caliente in Mexico and expanded in Western Europe – what regions are next on your roadmap for 2025 and beyond?
We’re incredibly excited about what’s ahead! Following our successful partnership with Caliente in Mexico and our growing presence in Western Europe, we’re setting our sights on several high-potential markets for 2025 and beyond.
Argentina and South Africa are next on our roadmap. Both are dynamic, fast-evolving regions where we see tremendous opportunities to bring our games to new players. We’re also placing a strong focus on North America, with active efforts underway to enter the regulated markets of Ontario and New Jersey. These are key milestones for us, especially as we continue to expand our footprint in highly competitive, well-regulated environments.
Each of these markets brings its unique player base, cultural flavor, and regulatory landscape. That’s exactly what excites us. It challenges us to continually innovate, adapt, and deliver content that truly resonates with our audience. The journey’s just getting started, and we can’t wait to see where it takes us next.
How important are local partnerships (like BET.bg or Star Bet) for growing in specific regulated markets, and what makes a partnership truly successful for you?
Local partnerships play a vital role in our growth strategy, particularly when entering and scaling within regulated markets. We view these relationships as strategic alliances that go far beyond simple content integration; they are central to building a sustainable and competitive presence in each region.
A successful partnership is founded on mutual trust, a shared vision, and a collaborative approach to market development. Local partners bring invaluable insights into player preferences, cultural nuances, and evolving trends. This helps us shape products that resonate with local audiences, ensuring that our content is not only engaging but also relevant and competitive in the market.
Equally important, local partners are instrumental in helping us navigate complex regulatory environments. Their on-the-ground expertise allows us to understand better licensing requirements, technical specifications, and jurisdictional guidelines. This support is crucial in ensuring that our games are fully compliant with local regulations from the outset, thereby minimizing risk and accelerating the time-to-market.
Are there any upcoming flagship games, features, or partnerships SYNOT Games is particularly excited to reveal soon?
Absolutely. We’re excited about several upcoming titles we believe will genuinely stand out in the market, such as Age of Anubis, Thor’s Rage, and Age of Pyramids, among others. Each of these games brings fresh themes, engaging mechanics, and high production value that we expect will strongly resonate with players.
Beyond game development, we’re heavily focused on enhancing our PEAK retention toolkit. We’ve recently launched Dream Dial, the latest addition to our portfolio of tournaments and prize drop features, which offers a dynamic, gamified layer of engagement for players. Looking ahead, we plan to introduce Challenges, a new feature designed to personalize further and diversify player experiences.
Our primary goal is to deliver an exceptional, seamless experience for our operators using PEAK, empowering them to maximize player satisfaction, loyalty, and lifetime value. We believe that by equipping our partners with powerful, flexible engagement tools, they can, in turn, provide their players with fresh experiences.
It’s also worth mentioning that we’re embarking on a journey with artificial intelligence, exploring how it can support us in the future, whether by streamlining game design, enhancing personalization, or creating more innovative and adaptive tools. While we’re at the early stages, we see great potential in AI to help us bring even more value to our partners and players in the years to come.
What major trends in game mechanics, player preferences or regulations do you anticipate will shape the iGaming industry in 2025?
Looking ahead, we anticipate that data-driven personalization, advanced retention tools, and regulatory shifts will play a significant role in shaping the future of the iGaming industry. Players increasingly expect personalized experiences, and tools that can analyze behavior and adapt in real-time will be vital. Additionally, tighter regulations will continue to influence the development and marketing of games, particularly in new and emerging markets.
A significant driver of industry growth is also the rapid advancement of artificial intelligence, which increasingly supports the creation of new games and tools. AI accelerates content generation, enhances game design, and enables developers to build more sophisticated and adaptive gaming experiences.
