Interview with Vladimir Pavlov, VP Product at Pariplay – Fusion Engagement Tools
April 07, 2021

How long have you been at Pariplay? 

I joined Pariplay in August 2017, so over 3.5 years.

What are your key responsibilities? Tell us about your career path since you’ve joined the company. 

I am currently VP Product, overseeing our product strategy and roadmap across all business verticals. That includes games, aggregation, and our ignite studio program.

My journey at Pariplay started as a product manager for the now obsolete iGaming platform. We ran a few white labels on it before making the strategic decision to focus on content and aggregation. The most prominent brand we had on the platform was the award winning Trada Casino, which we successfully migrated to Aspire Global’s platform where they enjoy even greater success.

Another interesting project I worked on early on was our truly unique mobile on premise solution, which allowed casinos to run online gaming within the premises of their property. We signed our first deal with Foxwoods Casino in Connecticut but it never went live due to the quickly changing landscape post the PASPA repeal. Regardless, it was a great learning experience for us as a company that gave us a lot of insight into the US gaming market.

In the last two years, I have focused completely on content. We released 48 proprietary games, integrated 40+ game providers, entered 8 regulated markets, signed countless new deals and generally scaled the company to its current position of the leading aggregator in the industry. It has truly been an amazing period to be with Pariplay and see us go from a small scale up to a market leader part of a publicly traded company. We’ve had to reinvent ourselves, scale up teams, redraw the company structure, you name it. It has been a challenging but very rewarding journey.

What products have you worked on during your time here? 

Anything from games and integrations to our proprietary Ignite RGS solution, games regulations technology, tournament tool, and Spin That Wheel™ engagement tool.

What is the philosophy behind Pariplay’s approach to providing engagement tools for our customers?

We truly believe aggregation is all about added value. Not only do we support all engagement tools the vendors offer but we also have an additional layer of marketing tools that give operators more functionality than a direct integration. Gone are the days when using an aggregator meant having less functionality.

Give us some background about the leaderboard tool, explaining how it fits together with the latest innovation, Spin That Wheel™.

Many game providers offer the ability to run tournaments on their games; however, we took this concept one step forward and built a tournament tool that works across all providers on our Fusion™ platform. Operators are able to mix and match games and vendors without any additional integration work or cost to them. Our leaderboard tool has been live for the majority of 2020 and has already proven to increase engagement, retention and overall revenue. Spin that Wheel™ complements that offering by focusing upstream in the marketing funnel and supporting operators’ acquisition strategy.

Tell us more about the tool Spin that Wheel™. What is the idea behind it? How it works and why the operators should use it? 

It is a simple yet powerful tool that adds that extra excitement for players. Rather than the usual 10/20/50 free spins operators usually offer as part of their acquisition offer, players get a chance to spin the wheel and win free spins, cash, or physical prizes. All prizes and exposure are fully configurable and prizes are credited automatically to players for a seamless user journey.

What’s unique about the tool?

Its flexibility. You can have the wheel added to any game on our Fusion™ platform and hence use it to promote this particular game. You can give it to newly registered players, first time depositors or any other segment of players. It is versatile and powerful at the same time.

What’s coming next?

We have a packed roadmap for the rest of 2021 and plan to release new marketing tools with a focus on engagement and gamification. We will continue to enhance our tournaments and Spin That Wheel™ offering in collaboration with our partners. We have also left a little buffer for the unexpected. Roadmaps are great but true flexibility and ability to react quickly to the ever-changing market is crucial.



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