Alina Mihaela Popa, CCO at ICONIC21, explains why personal relationships are important for long-term success in iGaming why these types of connections are the focal point of the company’s approach.
In a sector known for speed and innovation, it’s easy to forget that lasting impact isn’t built on a good product alone. While features and technology matter, what ultimately drives sustainable growth for operators is something far more human: partnership.
We’ve seen it time and again. Operators who feel heard, supported and understood perform better. Their games go live faster. Their roadmaps align with ours. Their players stay longer. But building these partnerships doesn’t happen by default. It takes infrastructure, intention, iteration and the right people.
We approach it differently at ICONIC21 and it’s part of our mantra to keep it going. Read on to find out exactly how.
Through Personalised Care: ICONIC21 Knows You, Not Just Your Brand
The foundation of any real partnership is care. Not the checkbox kind, but the kind that adapts to each operator’s reality. People prefer different styles of communication and very different business approaches. And this is not about the brand itself, but rather the people behind it. It’s important to understand them and adapt to their preferences.
- Our AM Approach – Always a Message Away
Our AM model was designed to reflect how operators actually work. Our account managers are not only commercially experienced, knowing the terminology, the numbers and the processes, but also deeply involved in each client’s journey. From onboarding to launch and beyond, they maintain open, fast-paced communication via platforms our clients already use, be it Telegram, WhatsApp or Teams, ensuring that we’re always one message away.
- Tailored Game Configurations That Actually Perform
What we’ve noticed is that personalisation is king in this industry. Our commercial team actively monitors performance data and translates it into real changes that fit that operator in particular: adjusting game placement, advising on promotional timing, even suggesting UI adjustments or new game configurations based on player behaviour. We understand market variance and what works in one market might not work in another, and we account for that when advising clients on how to optimise their live tables, RNG games, or slot configurations.
The most important part is that this is not sales talk. It’s ongoing optimisation rooted in data and all for the good performance of the operator, hence our good performance.
- Exclusive Promotions and Bonus Flexibility
Many providers offer “support.” We go a step further: we help build campaigns. Whether it’s Bet & Get formats, unique Gravity multipliers, tournament mechanics, or going one step further with dedicated studios and custom games, we collaborate closely with partners to co-create products and promotions that align with their B2C goals.
If we see an opportunity to run exclusive formats or test new mechanics in a specific vertical or market, we’ll design and deploy it together. That includes working through budgets, timelines and UI/UX elements to ensure every layer of the promo fits their funnel and player behaviour.
Through Communication: More Than Random Check-Ins
True partnership is built on structured, strategic communication. It’s important not to get lost in chit-chatting and surface conversations. While they might be fun and good for bonding, it’s not enough.
- Regular Strategic Check-Ins
Our account teams lead strategic sessions that go beyond routine updates. We regularly join C-level check-ins to align on direction and uncover new opportunities. Together, we look at what’s working, what’s not, and what’s next, always in the context of the client’s mid-to-long-term goals. These conversations often reveal untapped possibilities with ICONIC21, from adapting a top-performing live game for a new market to applying bonus mechanics across verticals. Flexibility is our superpower; we bring it to every discussion.
- Rapid Problem Solving – Boutique-Style
We operate like a boutique, not a factory. That means more flexibility, less red tape, and faster fixes. If an issue comes up, whether technical or commercial, our teams collaborate to resolve it quickly, without escalating endlessly through layers of hierarchy. We work as one team and you can see it in how fast and how involved everyone is.
The result? Faster response, greater agility and a service model that actually delivers for the client under pressure.
Through Honest Advisory
No operator wants to hear that a product isn’t performing but every operator needs a partner who will say it. We’re not here to sugarcoat situations. We’re here to grow together.
That’s why we’re transparent about underperformance. If a table isn’t converting, we investigate. If a slot title under-delivers, we offer solutions. We work with our clients’ data teams to track player behaviour and recommend improvements that lead to higher engagement and better retention.
Sometimes that means repositioning a game. Sometimes it means replacing it altogether. The goal is always the same: higher ROI for the operator, smarter use of our shared resources, and stronger long-term growth.
We build mutual success in the quiet moments of trust, the bold moves made together, the problems solved before they’re spoken. At ICONIC21, we move in sync with our partners. We stand out through this approach. We live by our mantra. When they rise, we rise. That’s the only way.
