Uplatform: "2025 will be all about expansion across markets, products, and making an even bigger impact with marketing"

iGaming solutions provider Uplatform’s 2024 was marked by ambitious marketing moves, product growth, and a sharpened focus on localization and player-centric innovation.

The company's standout moment was its bold SiGMA Europe campaign, where the "U_Shine" theme highlighted Uplatform's distinct identity through creative activations and high engagement. On the product front, the flagship sportsbook saw expanded localization and market reach, while the Casino Aggregator grew with more providers and enhanced features.

In an interview with Yogonet, Maria Bashkevich, Head of Marketing at Uplatform, reflects on the company's key highlights from 2024, the role of gamification and localization in reshaping the player experience, and Uplatform’s plans for 2025. She also discusses the regulatory challenges ahead and how the company aims to stand out in an increasingly competitive landscape.

Looking back at 2024, it seemed like quite an eventful year for the company. What are the main takeaways and lessons from the past 12 months?

2024 has been a wild ride and, honestly, such a defining year for Uplatform. Let's start with marketing. We set the bar ridiculously high for ourselves this year, and honestly, we nailed it. From strengthening our presence in key markets to launching creative campaigns, every move felt purposeful and brought us closer to our goals.

If I had to choose one highlight, it's got to be our SiGMA Europe campaign. It wasn't just another event for us — it was THE event. The whole concept and the promotion were absolutely different from what we've done so far. The U_Shine theme really brought out the best of who we are: bold, fun, and unapologetically different. The engagement we saw—from the dance stage to the conversations over disco-ball cocktails—was unreal. It was the perfect mix of creativity, connection, and strategy; honestly, I couldn't be prouder of the team.

On the product side, our sportsbook continues to shine as our flagship product. We expanded it with even more localization, more markets, and features that operators genuinely value. Plus, we've been leveling up our Casino Aggregator—more providers, more games, and more features.

As for lessons learned? As a marketer, I've realized the importance of staying true to ourselves. It's easy to get caught up in competitor analysis or feel pressured to match their tempo, especially in such a competitive market. But what we've learned this year is that while it's important to stay aware of what's happening around you, the real game-changer is staying aligned with your own goals and moving forward in your own unique way. That's how you stand out, and that's how we've kept shining.

Which issues and trends would you say dominated the conversation this year?

I'd say regulation was a major topic of discussion this year—especially with Brazil, the Philippines, and Curacao changes. However, for me, the most interesting were conversations around localization and player-centric innovations. It's exciting to see operators prioritizing unique regional preferences—as now the focus on delivering personalized experiences is considered as a key to retaining and growing player bases.

Another trend I'm really keen on is the gamification of products. I believe this approach will bring a whole new level of engagement. Players are looking for entertainment that goes beyond traditional betting—something immersive, interactive, and community-driven. From my perspective, those changes offer operators an exciting opportunity to innovate and redefine how we think about player experiences.

What are the main challenges and opportunities you see in the gaming industry in the upcoming 12-month period? What will Uplatform's role be in 2025?

2025 is going to be big. It will be all about expansion—across markets, products, and, of course, making an even bigger impact with our marketing.

First of all, expansion to the markets of LATAM and Southeast Asia—markets that are buzzing with potential but need a localized touch to truly unlock.

On the product side, the roadmap is stacked. From adding new markets and features to refining our reporting systems, we're levelling up across the board. Plus, we're exploring new tech for our platform, from smarter analytics tools to better UX optimization.

As for the main challenges, it is regulation with increasing scrutiny in all regions. Staying compliant while delivering a seamless and engaging player experience will be key. Another big challenge is standing out. The competition in this industry is fierce, but we love a challenge.

So, what to expect from us in 2025? Of course, bold campaigns, new product updates, and an even bigger focus on helping our operators grow in 2025.