a fearless approach

Words by ERIN GALLAGHER

Evoplay’s Chief Commercial Officer VLADIMIR MALAKCHI talks all things leadership as he spotlights the games developer’s successes in 2023 and upcoming opportunities for growth this year.

Q.SBC: IF YOU WERE ASKED TO DESCRIBE YOURSELF AS A LEADER, WHAT WOULD YOU SAY?

VM: I would portray myself as a catalyst who aims to empower and inspire the team. Skills and knowledge are crucial, but I truly believe in creating an environment where everyone feels respected, valued and free to contribute their unique talents.

My goal is to encourage a sense of camaraderie where team members feel at ease discussing anything, be it related to work or personal life.

My approach to leadership is influenced by several exceptional leaders I’ve had the privilege to work with, shaping me into a leader who balances assertiveness with empathy, sets high expectations and also nurtures growth. I am steadfast in the pursuit of excellence, always fostering a positive and constructive environment.

I place utmost importance on the growth of each team member, cultivating strong bonds and offering mentorship to ensure both individual and team success.

SBC: WHAT APPROACHES HAVE HELPED TO ENSURE EVOPLAY’S SUCCESSES IN 2023? WHAT HAVE BEEN THE TOP FIVE MILESTONES?

VM: Over the past year, Evoplay has taken significant strides on an extraordinary journey of expansion and achievement. With each milestone, no matter how seemingly small, we have propelled closer to our goal of becoming a leading force in the iGaming industry.

This journey has been marked by launching campaigns and welcoming talented individuals to our team. Distilling this journey into just five moments would overlook the richness of our accomplishments, but a common thread weaves through all our milestones: the remarkable tenacity and dedication of our team.

In the face of adversity, our team displayed incredible resilience, showing their commitment by working from bomb shelters for extended periods. This relentless pursuit of excellence is what defines Evoplay.

The foundation of our success lies in our fearless approach to experimentation and our constant pursuit of innovation. We see each endeavour, each product we sell and each way we sell them as an opportunity for growth and improvement.

We refuse to settle for the ordinary, choosing instead to embrace calculated risks and invest our all in every venture.

This approach has been instrumental in accelerating our progress and setting the stage for even greater achievements. Our dedication to innovation and a fearless approach to growth encapsulates our ethos.

SBC: IN YOUR OPINION, WHAT ARE THE DOS AND DON’TS FOR IGAMING BUSINESSES LOOKING TO SCALE?

VM: When it comes to achieving growth and scaling in the iGaming industry, there’s one vital approach that should be at the forefront: understanding and connecting with your customers. It’s not about simply creating something because everyone else is doing it. It’s about diving deep into the hearts and minds of your customers.

Take the time to truly listen to their needs, their desires and their pain points. What keeps them up at night? What are they longing for? When you have a crystal-clear understanding of their struggles, you can craft a product that fills that void and brings joy, excitement, and emotion to their lives.

But here’s the thing: don’t stop at just solving problems. Be the partner that goes beyond expectations. In this vast sea of providers and countless games, you have the power to offer so much more. Business isn’t just about transactions; it’s about human connections. It’s about building relationships based on trust and genuine care.

Be the person your customers can turn to for advice. When you put people first, that’s when you’ll experience true growth.

SBC: ALONG WITH THE BUSINESS, EVOPLAY’S COMMERCIAL DEPARTMENT HAS GROWN TENFOLD IN 2023. WHAT’S BEEN THE SECRET BEHIND THIS GROWTH?

VM: The rapid growth of Evoplay’s commercial department has been an exhilarating journey, and managing the processes during this expansion has been remarkable. By finding the right people and empowering them, we’ve created a dynamic and self-sufficient team.

Leveraging technology has allowed us to optimise our operations and focus on building strong relationships with partners. We understand that trust is the bedrock of these connections.

Our commitment to producing an amazing product and actively seeking feedback from partners fuels our continuous improvement. We envision a commercial department of 200 people united by expertise, creativity and a shared passion for shaping the future of iGaming.

SBC: WHAT BUSINESS GOALS IS EVOPLAY PRIORITISING IN THE UPCOMING YEAR?

VM: Evoplay has exciting business goals that will drive our growth and success. We have a never-before-seen, flagship title in the works, inspired by our past triumphs and aimed at making a significant impact. We’re also eager to conquer the Brazilian market with our football-themed titles.

Expanding our presence in the North American markets is another top priority. We’re developing new products specifically tailored to these regions, considering their unique preferences and regulations. Through optimised presence and targeted marketing, we aim to reach the right audience and make a splash in these markets.

We’re also committed to taking our B2C operations to new heights by exploring fresh opportunities, embracing innovation and delivering exceptional experiences.

SBC: EVOPLAY IS KNOWN FOR ITS INNOVATIVE OFFERINGS. COULD YOU GIVE US A GLIMPSE INTO THE HIGHLY ANTICIPATED FLAGSHIP PRODUCT FROM EVOPLAY?

VM: The anticipation for our flagship product is electric! While I can’t spill all the details just yet, I can tease you with a parallel that might rev your engine. Imagine the exhilarating vibes of the Need for Speed movies infused into our upcoming game. We’ve meticulously audited our previous successful flagships to create something truly remarkable. Unlike traditional slot-style mechanics, this game will break new ground and offer a fresh experience. With technology that sets it apart from anything else on the market, it’s poised to be a game-changer. Keep your eyes peeled for the big reveal.

“Most Inspiring Business Story: Riot Games

Brand philosophy: ‘Always look out for smaller fish in the market; the next day, they can take the lead over you. Don’t underestimate competitors.’

- Rolls-Royce, Lamborghini, Ferrari

A person you would like to meet: Andrew Horowitz

Quote: “Either to win or to die”

SBC: WHAT ADVICE WOULD YOU, AS A LEADER, GIVE TO THOSE WHO ASPIRE TO BE SUCCESSFUL IN THE IGAMING INDUSTRY?

VM: To all the aspiring leaders in the iGaming industry; If you want to succeed, cut through the noise and focus on what truly matters. Keep things simple yet extraordinary. Don’t let complexity cloud your vision. Strive for exceptional quality and clarity in everything you do.

Immerse yourself in this industry. Dive into podcasts, interviews and resources that unravel the mysteries of iGaming. Learn from the experiences of others, absorb their wisdom, and let their stories inspire you.

Forge connections with industry influencers and mentors who can guide you on your journey. And here’s a little secret: tune in to the “How I Built This” podcast. It’s a treasure trove of stories about visionaries who turned their dreams into million-dollar companies.

Remember, there’s no fixed roadmap to success in the iGaming industry. It’s a thrilling adventure filled with twists and turns. Stay adaptable and never stop learning.

With passion coursing through your veins, persistence as your guiding light and an unwavering commitment to excellence, you can carve your own extraordinary path. So go out there, chase your dreams and make your mark!