In an exclusive interview with iGamingexpert Martina Krajčí, CCO and Filip Hlaváček CPO of SYNOT Games shared insights into their strategic vision for 2025, emphasizing SYNOT’s commitment to strengthening its presence in all regulated markets. They discussed the company’s latest product developments, key partnerships, and upcoming plans for expansion into new territories, including Brazil, Africa, New Jersey, and Ontario. Highlighting the importance of navigating regulatory landscapes, they outlined SYNOT’s focused approach on multi-channel strategy and geographic expansion for the coming year.

“SYNOT Games needs to have a strong presence in all regulated markets”. This is the bold proclamation that closed a widespread discussion that spanned numerous geographies and gaming segments in a quiet corner of the year’s opening event.

As Brazilian and African ambitions bookmarked details of impending New Jersey and Ontario licence applications and regulatory challenges, the year’s roadmap and overarching ambitions for 2025 were also placed under the spotlight.

Speaking to iGaming Expert, CCO, Martina Krajčí, and CPO, Filip Hlaváček, pulled back the curtain on a range of issues, with multi-channel ambitions also a consistent theme throughout.

Europe, Latin America & Africa

As attention was quickly placed on geographical ambitions, one of the main talking points of the week, which was unsurprisingly Brazil, was placed on the back burner to look at matters much closer to the new home of ICE Barcelona.

Luckia, Platin Casino and CasinoBarcelona.es comprised a rapid trifecta of commercial tie-ups secured towards the end of 2024, as SYNOT Games pursues a broadened reach among the Spanish audience.

With GoldenPark duly added last month, Krajčí cites a happy coincidence of a lot of new businesses entering the country following a slow uptake of operator onboarding during the COVID era.

She begins: “We are very successful in Portugal, so why not in Spain? Even though in Spain, we can see that there is a little bit of preference for the Spanish providers. But I think our content also fits the needs of the Spanish market.”

Built on a seven-year long foundation, which saw Spain become the first market joined by the studio, Hlaváček makes a first reference to a familiar theme throughout. That most notably being on complementary land-based and online growth goals.

“From the business side, it’s an ambition to also have land-based in Spain,” he says. “We have a general idea of having our product in a multi channel strategy where possible. So I think that is also why this market is interesting.”

On a wider scale, SYNOT Games is certainly a far cry from resting on its laurels. As European strength is complemented by the receipt of a Danish licence, attention has inevitably also been cast towards various LatAm jurisdictions.

A Peruvian licence was obtained in 2024 and an onboarding process is underway, while “the next big step” was unveiled at the close of January courtesy of a large swathe of its title becoming certified within Argentina.

However, regarding the elephant in the room, Krajčí remarks: “In addition, since January 1, 2025, we are supplying 150 games for Brazil. We very successfully certified the whole portfolio. We’re live with the likes of Betano and Novibet, and continue onboarding new clients with a Brazilian license.”

Further north, licence applications are also set to be pursued within both New Jersey and Ontario this year, with the pair set to become a focal point of expansion through 2026.

“Apart from LatAm, the US and Europe, we are also looking into South Africa,” she adds. “We are going to onboard clients there as well. The African continent is very interesting for us. We are researching our opportunities there.”

Regulators still manage to surprise

As operators continue to be witnessed and pursued across an increasing number of geographies, the importance of staying on top of regulatory alterations is paramount.

With the pendulum able to swing so swiftly, and changes varying from country to country, the importance of dynamism through every level of organisation is cited by both.

“There’s many challenges that we have to tackle, and the most complicated thing is that regulations come very fast and usually the regulator itself is not really prepared for it,” Hlaváček states.

Despite elaborating on the numerous question marks that can hang over a newly regulating region, including testing games and effective communication with those in charge, Hlaváček suggests that the vast experience possessed by SYNOT Games stand the group in good stead.

“The way we build our products and systems is that they’re highly flexible in terms of configuration,” he notes. “They can easily be adapted to any kind of regulatory changes that arise, but we’ve seen that regulators sometimes still manage to surprise.”

Consistency is key

As multi-channel aspirations once again became a critical talking point, Hlaváček assures that past successes are very much the foundation from which future triumphs will be felt.

Sticking to a consistent strategy sees SYNOT Games once again look to release two video slots per month, which will be complemented by dice versions of some of these.

“We’re gonna have around 12,” he continues. “One for each month. The change this year is that we’ll be pushing those dice slots everywhere.

“We had them before for Belgium for the big class casinos, but right now we want to have them available to the rest of the world. This is a change.”

On a more specific basis, Q2’s Legends of Medusa will maintain a multi-channel strategy upon transition online from a land-based game, with Snatch the Dreams and Storm’s Rage delightedly hailed as being ones to watch.

Reaching the PEAK of aggregation

As the final quarter of 2024 quickly approached, SYNOT Games disclosed an intention of offering additional power and flexibility to operators through a fresh addition to its arsenal.

The PEAK retention tool was introduced and subsequently tasked with delivering increased engagement, loyalty and interaction, in addition to quick and easy promotion management and compliance with regulations.

However, despite reporting positive feedback from operator partners and with updates being gradually implemented, the scale of competition being faced within this realm means that the company is in no rush to push ahead with a large-scale roll-out.

“It’s a very competitive landscape in terms of these retention tools,” Hlaváček explains. “Many providers and platforms have their own tool, so for an operator and his employee to adopt our tool and use it, it really needs to have added value.

“That’s why we’re not really focusing on a full scale rollout and pushing everybody to start using it immediately. It’s more about understanding where we can give added value to our partners, to our operators. How can they leverage this? What features are missing? And bringing those to the table.

“We are rolling out gradually and trying to take an agile approach to really understand pain points that we can solve for our clients.”

Diverse portfolio to deliver

In spite of the enthusiasm shared above, Krajčí remained succinct in sharing her overarching ambitions for the remainder of the year.

“We would like to cover most of regulated Latin America from the business point of view,” she ends. “We’d also like to continue to cover some of our larger clients with our new products, games and retention tools. Those are the number one priorities.”

This latter point also formed a central focus for Hlaváček, who stressed the importance of providing additional value to customers. However, belief is placed in SYNOT’s diverse portfolio in catering to differing player preferences worldwide.

“It’s not easy to build games that perform everywhere,” he concludes. “We know that some can perform average while others perform pretty good everywhere, but you see specific titles that are in line for specific markets. 

“We’re definitely planning on drilling down into that a little bit more and bringing new titles that are engaging. Many of those markets will see, and they’re going to be hits.”