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Online gaming content provider BGaming has wrapped up the second edition of its TRUE WAYS conference, an online event held July 15 that drew industry professionals to examine the issue of content saturation in the gambling sector.
BGaming launched TRUE WAYS to give industry figures a platform for direct discussion on challenges facing the sector.
After the first edition in 2025, the company established the conference as an annual fixture. This year’s event registered more than 450 sign-ups from across the gaming ecosystem, spanning game providers, casino operators, affiliates, platforms, aggregators and other segments. Over half of attendees held senior positions, including C-level executives, founders and department heads.
The conference centered on the theme “Content Overload in iGaming: Who Wins the Player’s Attention?” Speakers addressed the difficulty of standing out in a market where games, campaigns, collaborations and marketing efforts compete for the same audience, along with the growing role of artificial intelligence in that competition.
Audience participation also rose, with close to 100 questions submitted to speakers before and during the event, more than triple the volume recorded at the inaugural edition.
Six sessions cover market pressures
The program featured six sessions of up to 20 minutes each. BGaming CEO Marina Ostrovtsova opened the event alongside Surya Palli, creator of iGaming Real Talk, who hosted the sessions.
Other speakers included:
- Carl Wiggman, CEO at Print Studios
- Caelum Ferrarese, Casino Product Specialist at Stake
- Igor Bondarenko, Product Owner at BGaming
- Leonardo Benites, CEO at Propane
- Mike Danshin, CMO at 1w Crypto
- Gretta Kockonan, Head of Operations at SOFTSWISS Game Aggregator.
Several speakers pointed to quality over volume as a defining factor in the current market. Kockonan said roughly 5% of 40,000 titles account for 80% of player activity, arguing that portfolio size no longer determines success. Bondarenko built on that point, calling on studios to reconsider output levels given the risk of releasing repetitive or average titles.
Beyond the games themselves
Other sessions looked at factors outside the products. Benites discussed how brands integrate into Brazilian communities and other regional ecosystems, while Ferrarese said providers willing to adjust to market demands stand a better chance of long-term success.
Wiggman contrasted how operators and players experience games, noting that players tend to treat titles as part of a shared lobby experience while studios approach them individually. Danshin said the competition has shifted from market share to securing one of the three games a typical player opens during a mobile session.
Recordings of all six sessions are available on demand to registered participants through the conference website. Registration remains open for those seeking access to the recorded content.
Third edition set for November
Following the successful second edition, BGaming has now confirmed that TRUE WAYS will be returning for a third edition in November.
Ostrovtsova said: “We are proud to have completed our second TRUE WAYS, and the response and feedback from the industry have been even stronger than we expected. Over its two events, TRUE WAYS has shown there is a desire for challenging conversations and honest talk within the industry, and it has been amazing to see everyone come together to share their experience and offer real, actionable advice.”
“Content overload has proven to be a hot topic, and the insights from our speakers have left attendees with plenty of food for thought as they consider their own content strategies. The success of this edition has also shown that this is a concept with significant long-term potential, and I am excited to confirm that TRUE WAYS will be returning for a third edition in November,” Ostrovtsova added.