Ivan Shlapunov Interview: Belatra's Journey from Land-Based to iGaming Innovator

Navigating iGaming’s Future: An Interview with Ivan Shlapunov on Belatra’s Evolution

Ivan Shlapunov, Key Business Development Manager at Belatra, discusses the company's decades-long journey, the future of online slots, and the innovative approach behind their popular games.

Company and Industry

Belatra has been a leading presence in the industry for decades. How has the company evolved to keep pace with modern iGaming trends?

Belatra has kept pace with modern iGaming trends by transitioning from land-based to online gaming. We’ve been operating in this market for over 32 years now, and we actively conduct research, forge crucial partnerships, respond to feedback, and share a great deal of experience and expertise in iGaming. Starting from there, factors such as prioritizing mobile-first development, expanding into new markets, and emphasizing data-driven innovation have shaped us into what we are today.

Our brand has always been dedicated to creating every game from scratch. As our motto says, “We don’t copy, we create.” This marked a significant shift that involved rebuilding our development team and adapting the creative processes. Another key point is that Belatra partners with major iGaming platforms and content aggregators to distribute its games to a broader online audience, since we offer a distinctive portfolio with not only slots, but numerous types of other unique games. These collaborations have been crucial to our rapid growth in the online space. We have largely evolved by leveraging our classic game designs while adopting new technology and a player-centric approach. These games are compatible with various devices today and are designed for seamless gameplay.

How do you envision the future of online slots? Are players leaning more toward feature-rich games or simple, fast-play slots?

At Belatra, we address both the demand for feature-rich slots and the preference for simple, fast-play games by diversifying our portfolio rather than focusing on a single trend. Technology, data-based personalization, and progression of the complexity of the games, but without losing the core respect of the traditional play, are the driving forces of the future vision of online slots in the company. We plan to appeal to a large audience by developing a variety of games with varying complexities and features. To answer your question, market trends suggest that player preferences are not a simple binary choice, but are influenced by a variety of factors, therefore, we incorporate this diversity into our portfolio.

With more markets regulating online gambling, how does Belatra adapt its games to meet compliance requirements worldwide?

In our company, we adapt our games to meet compliance requirements worldwide through technical certification and modular game design that allows for market-specific adjustments. We also integrate responsible gambling features to align with local regulations. As a whole, we have implemented multiple procedures in our strategy, and, of course, strategic partnerships to ensure the integrity of our games and that they meet the specific standards of each market.

Partnerships are key in iGaming. What role do collaborations with aggregators and operators play in Belatra’s growth strategy?

For Belatra, collaborations with iGaming aggregators and operators are a cornerstone of our growth strategy. These partnerships provide us with extensive market access, logistical efficiencies, and crucial player data, allowing our company to focus on its core strength: game development. iGaming aggregators have a few roles that differ from those of the online operators. For example, through aggregators, we gain access to new and regulated markets, reduce our operational burden, and are offered data and promotional tools. While online operators help us with market penetration and brand building, they also strengthen our reputation, provide localized content promotion, and enable closer collaboration and more targeted feedback on game performance.

Looking ahead, what can players and partners expect from Belatra Games in the next year? Any teasers for upcoming releases?

In the upcoming year, players and partners can expect Belatra to continue expanding the company's popular Mummyverse series, developing more engaging instant-win games, and strengthening its foothold in key markets, such as Latin America. We will also attend key industry events and sign new strategic partnerships to increase our international presence. I would like to highlight that Belatra is currently in the process of launching its highly anticipated next project, the sequel to our fan-favorite, Mummyland Treasures. Players can expect a sequel to our Mummyverse series in the second half of 2025 that will introduce even more adventures and new gameplay possibilities. Fortune Mummy, released in late August 2025, served as a "warm-up" to this new major sequel.

Game Development and Creativity

What does the typical game development process look like at Belatra, from idea to launch?

The process of game development at Belatra is a highly organized but flexible process that builds on decades of experience in the sector and adopts contemporary approaches to data analysis and mobile-first design. It all starts with deep research and analysis to create a fresh and novel gameplay. Since its conception, each new game is started with an idea that is based on our traditional land-based games, current industry trends, or even our own original thought. We also rely on market research and player information to make our creative decisions. The team defines the target audience and the kind of gameplay experience they want to deliver early on. The process, in the meantime, involves Design and prototyping, Development and production, and Quality assurance and compliance, until we are ready for a Final Launch. In the end, we partner up with content aggregators and online operators to distribute the game, and it is promoted through marketing campaigns, press releases, and partnerships.

How do you decide which themes and mechanics to explore in your next releases?

Well, our choices are made based on new themes and mechanics, using a multi-dimensional approach that integrates market data, direct player feedback, and traditional inspirations from our land-based heritage. This plan helps us to develop games that suit different player preferences in different regions. We usually use performance metrics and trend monitoring in the beginning, then we incorporate player feedback. We adapt classics and original ideas, then combine the themes and mechanics with a strong narrative and intuitive design.

Belatra is known for creativity—what role does innovation play in balancing player expectations with classic slot appeal?

Belatra balances innovation and classic appeal by taking a "multi-dimensional approach" that honors the land-based roots while catering to modern online player expectations. Our company adapts familiar themes and straightforward mechanics with enhanced modern features, ensuring our games are both nostalgic and engaging. Nowadays, it’s not enough to create an appealing slot, people want gamification. Game development is rapidly evolving, and we create games with original storylines, characters, and backgrounds. Our Mummyverse is such a result, where everyone’s beloved hero travels from world to world - from game to game. Given our long history of creating physical slot machines, we have a deep understanding of what makes gameplay legendary. For modern releases, we incorporate innovation that respects classic gameplay while keeping players engaged. This includes enhancing graphics, adding bonus rounds, and optimizing for mobile. We understand that different players have different preferences. Instead of focusing on a single trend, we diversify our portfolio to appeal to a broader audience. So, by combining all of these elements, we ensure that the creative process successfully bridges the gap between classic charm and modern innovation.

Do you use player feedback or data analytics when refining new features, or do you rely more on creative vision?

We are always seeking the balance between player feedback, data analytics, and creative vision to perfect the games. We utilize data in order to make decisions and prove ideas. We collect feedback through various channels to get a better understanding of it, and sift through that as well by utilizing creative intentions to produce a game that is engaging and brand-relevant. Whereas data describes what players do, feedback assists in explaining why they do it. On the other hand, the input is employed to refine gameplay, making sure that the end product delivers as desired by the player. That’s how, instead of blindly following every suggestion, we use feedback to identify common themes and pain points in our processes. Anyway, the creative vision drives the iteration process, allowing us to adapt valid feedback while staying true to our original ideas.

Are there any upcoming mechanics or technologies (e.g., crash games, cluster pays, hybrid slots) you’re particularly excited to experiment with?

To be honest, we are actively trying new things and technologies, striking a balance between the innovative features and our traditional charm. We already adopted the spirit of crashes and instant wins, introduced hybrid slot interaction, and tested cluster pays. In the future, players can expect new releases such as our upcoming super crash game, which will combine such modern solutions to the gameplay that Belatra is known to deliver.

Fortune Mummy

What was the main inspiration behind creating Fortune Mummy, and how did you approach blending ancient Egyptian themes with modern slot mechanics?

The development of Fortune Mummy was mainly inspired by the ongoing popularity of the Mummyverse series, as well as a need to put a new spin on an already well-known and popular theme. We combined ancient Egyptian lore with new, slot-based gameplay with three modes, where each mode is selected randomly to provide the player with a diverse and dynamic experience. The Mummyverse has now become a major franchise, which players around the world enjoy with its adventurous and rich setting. We enrich the lore by making a new title and providing a new approach to an old world.

Could you share some details about the unique features or bonus rounds that set Fortune Mummy apart from other Belatra releases?

The special feature of the Fortune Mummy in comparison with other releases is the three-in-one format, where three separate slot games (with three separate bonus mechanisms) are randomly swapped throughout the game. This new design provides different gameplay and makes it captivating as it keeps introducing new rules and features. The Hold and Multiply option is a traditional three-reel, five-payline slot, with a bonus twist. The Coins Hunt has a unique grid structure and a focus on a coin collection game. The Mirror Reels have a special reel arrangement and a win guarantee during the bonus game. These are uniquely integrated features in Fortune Mummy that really highlight its character.

How did you balance the game’s math model (RTP, volatility, max win) to appeal to both casual players and high rollers?

I would say we balanced the math model for Fortune Mummy to appeal to a broad audience by setting it at a medium volatility with an above-average RTP. The "three-in-one" random game modes provide both frequent, smaller wins for casual players and the potential for larger, more volatile payouts for high rollers.

What was the biggest challenge the team faced during the development of Fortune Mummy, and how did you overcome it?

The biggest challenge for the Belatra team during the development of Fortune Mummy was integrating three separate and distinct game modes into a single cohesive player experience, all within the same math model. This complex task was overcome through careful mathematical modeling, rigorous testing, and a focus on ensuring a smooth, seamless visual transition between the modes. Regardless, by placing the innovation within the beloved Mummyverse series, we gave players a familiar anchor point. This eased the entry for players as they were already comfortable with the overall theme and design.

How has the reception of Fortune Mummy been so far among players and operators, and are there any insights from early feedback?

By this time, Fortune Mummy has been well received, especially for its new three-in-one gameplay model. The game is a successor to the popular Mummyverse series of Belatra that players have taken to their hearts due to its immersive theme and extensive gameplay. The key insights from this early feedback, which I would say are that variety makes it fresh, the balance of our math model is essential, our branding creates trust, and smooth execution is a key to ensuring the innovative idea is implemented successfully and will not confuse and frustrate the players.