Playzia announced a landmark deal earlier this year with one of the UK’s most-popular reality TV brands, securing the rights to produce several Love Island online casino games in partnership with the series.
Vlad Modorcea, Chief Product Officer at Playzia, details the importance of branded collaborations, and how the Love Island games is a ‘perfect example’ of the growing trend in iGaming for branded content.
The demand for fresh gaming content is higher than ever. How are developers keeping up with the need for rapid game releases while maintaining quality?
Vlad Modorcea: We’re seeing a strong demand for new, innovative content from players who are always looking for fresh experiences. This trend has pushed us to adopt a rapid development cycle, which allows us to launch three games per month without compromising quality. We’re leveraging agile development processes, as well as advanced technologies like AI and data analytics, to streamline production and enhance gameplay. This pace ensures we stay ahead of the curve in delivering exciting, relevant games that engage players across various demographics.
Branded collaborations are becoming more common in iGaming. How are partnerships like the one you have signed with Love Island shaping the industry and player engagement?
VM: One of the most exciting trends we’re seeing is the rise of branded collaborations. As players continue to seek more personalised and immersive experiences, brands are finding new ways to integrate popular culture, entertainment, and gaming. Gone are the days when players were satisfied with just basic gameplay—today, they crave something more interactive, something that taps into their interests outside of iGaming. This trend is not only about giving players what they want but also about breaking down the barriers between traditional entertainment and digital experiences.
Branded content, particularly partnerships with well-known TV shows, celebrities and iconic franchises, is creating a new kind of gaming experience that blurs the lines between entertainment and gambling. These partnerships are a way to introduce fresh, dynamic experiences that speak to a wider audience. As we continue to see more of these collaborations in the industry, they’re pushing boundaries and encouraging players to engage in new, creative ways.
We’re incredibly excited about our partnership with Love Island, as it’s a perfect example of the growing trend of branded content in the igaming space. Consumers increasingly want personalised and immersive experiences, and what better way to deliver that than through one of the world’s most iconic reality shows? We’re developing a series of 10 games inspired by the Love Island brand, each offering a unique experience while capturing the drama, romance, and excitement of the show. The first three games will launch this year, and they’re designed to appeal to both Love Island fans and casino players looking for fresh, interactive content.
More studios are developing unique, trademark mechanics to stand out in a crowded market. What role do proprietary mechanics play in keeping games fresh and engaging?
Player engagement and excitement are key drivers in the iGaming space, and we’re seeing a major trend towards innovative gameplay mechanics that keep players coming back for more. We’re working on developing unique, trademarked mechanics that will offer something truly different from the industry norm. These mechanics will enhance interactivity, provide new win conditions, and add layers of strategy, catering to the growing preference for games that are more than just spin-and-win. We can’t share everything yet, but expect a whole new level of excitement when we roll these out!
Licensed mechanics like Megaways continue to shape the gaming landscape. How are studios leveraging these partnerships to enhance player experience and innovation?
VM: The demand for dynamic, high-volatility gameplay has grown significantly, with players seeking thrilling gameplay with big win potential. Mechanics like Megaways™ have become a standout trend in the industry, offering dynamic reels and massive payout opportunities. Recognising this trend, we’re excited to be integrating Megaways™ into our portfolio.
Our first Megaways™ game is set to launch this quarter, and we’ve introduced some unique twists to the gameplay that we think players will love. The Dino Fight Bonus Game adds a unique twist, where two dinosaurs battle in a fiery jungle arena. Each dinosaur carries a glowing multiplier, and the victorious one determines the payout, making every fight a high-stakes event. Our take on Megaways™ delivers a high-energy, high-reward experience that taps into the growing demand for volatile, feature-packed slots.
As player preferences evolve, studios are expanding beyond traditional slots. How is the industry adapting to demand for crash games, table games, and instant games?
VM: The iGaming industry is seeing a surge in demand for diverse gaming experiences beyond slots, with crash games, table games, and instant games becoming increasingly popular. Players are looking for faster gameplay, social interaction and new mechanics that offer a fresh twist on traditional formats.
To stay ahead of this trend, we’ve expanded our portfolio to include these high-engagement game types. Crash games bring real-time excitement with multiplier-driven mechanics, table games offer classic casino experiences with a modern touch, and instant games provide quick, rewarding gameplay tailored to casual players. By diversifying our offering, we’re ensuring that we meet the needs of a broader player base while maintaining the quality and innovation that define our brand.
What’s next for Playzia – what can readers expect to see from you in 2025?
VM: The future is bright. We’re committed to staying ahead of industry trends by continuously increasing the quality of our content. We’ve prioritised regions like the UK, Greece, Brazil and Romania in our expansion strategy, ensuring our games meet market-specific requirements while resonating with local audiences.
In Q1 alone, we’re set to integrate with over 30 new partners, including some of the biggest names in the industry. By scaling our partnerships with key players, we’re reinforcing our position in the market and ensuring our content remains widely accessible and highly relevant. Rest assured, we’ve got exciting things planned and we can’t wait to share more with you!
