Beyond the Noise: Popiplay's High-Energy Blueprint

In an iGaming landscape packed with established giants and countless new studios, standing out is more than a challenge—it's a necessity for survival. Since its launch in 2022, Popiplay has done exactly that, cutting through the noise with a brand identity that is unmistakably vibrant, loud, and built for the modern digital audience. Their strategy isn't just to release games; it's to create entertainment designed to be watched, shared, and streamed.

This "streamer-oriented mindset" is at the core of their rapid rise, striking a chord with a younger demographic that consumes content differently. But how does a studio turn high energy into a sustainable business model? What does it truly mean to design a slot "with a streamer's broadcast in mind"?

To find out, we sat down with Almir Kudic, Chief Commercial Officer at Popiplay. We dove deep into the studio's founding vision, the psychology behind their game design, and their strategy for building lasting partnerships in a competitive world.

Vision & Strategy

On Market Entry: Popiplay launched in 2022 into a very competitive iGaming landscape. What specific gap or opportunity did your founding team identify in the market that made you confident a new studio could thrive?

When we launched in 2022, we knew the iGaming space was crowded, but we also saw a gap for next-generation entertainment. The majority of titles followed safe, formula-driven paths, but players, especially younger, digitally native audiences, were looking for games that felt more dynamic, entertaining, and built for watching as much as playing. Our founding team believed there was space for a studio that could combine strong math models with bold, high-energy presentation and also a streamer-oriented mindset. That confidence is what made us sure Popiplay could not only survive but thrive in such a competitive landscape.

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On Brand Identity: Your brand has a very distinct, high-energy, and vibrant feel. How was this identity developed, and how crucial is it for differentiating Popiplay from the hundreds of other game providers?

Our brand identity is deliberately loud, colorful, and full of energy, because that’s what today’s digital audience responds to. From the start, we wanted Popiplay to stand out in a crowded lobby at a glance. The identity came from our team’s background in gaming, design, and entertainment industries, and it’s crucial for differentiation. Operators and players instantly recognize a Popiplay game, our visuals and personality have become part of our DNA.

On the "Streamer-Focused" Approach: This is a key part of your marketing. Could you provide a concrete example of a game feature or design element in a title like Cultist or Anaki Skywalkers that was created specifically with a streamer's broadcast in mind?

One example is Cultist, where we introduced visually striking transformations and high-volatility “all-or-nothing” bonus rounds. These moments were designed to create tension and drama, perfect for a live audience. In Anaki Skywalkers, we added escalating audiovisual effects that intensify with each win and streamers love this because it builds momentum on screen, keeping their viewers hooked and engaged.

On Business Development: What does the ideal partnership with an online casino operator look like for Popiplay? What level of collaboration do you seek to ensure your games are not just listed, but successfully promoted?

The ideal partnership for us is one where operators see us not just as another content provider, but as a creative ally. Listing the games is the first step, but the real success comes from collaboration: building launch campaigns together, aligning on streamer activations, sharing market insights, and creating tailored promotions that highlight our most exciting features. When both sides invest in visibility and engagement, the games reach their full potential—and players feel that extra layer of entertainment value.

On Measuring Success: Beyond revenue and GGR, what are the key performance indicators (KPIs) you use internally to determine if a new game launch has been truly successful? Are you tracking metrics like player retention, session length, or social media engagement?

Revenue and GGR are important, but they’re not the whole story. We track KPIs like player retention, session length, bonus feature engagement, and replays on streaming platforms. Social media buzz is another big one—if players are sharing clips, memes, or streamer highlights of a game, we know it’s struck a cultural chord beyond the numbers.

Game Design & Innovation

On the Creative Process: Can you walk us through the journey of a Popiplay slot, from the initial concept to the final product? How do you balance a unique creative vision with data-driven analysis of what players want?

Every slot starts with a big idea, a theme or mechanic that excites both our creative and math teams. From there, we run data checks to ensure market relevance, then move into prototyping. Our artists, developers, and sound engineers collaborate closely, constantly testing for “wow moments.” That’s how we end up with games that feel both familiar and fresh.

On Feature Evolution: Features like Bonus Buy and "Chance x2" are prominent in your games. How do you see these types of mechanics evolving in the future, especially considering the tightening regulations in some jurisdictions?

Features like Bonus Buy and Chance x2 have been player favorites, but regulations are forcing studios to innovate. We see this as an opportunity. Future mechanics will focus more on entertainment value, longer build-ups, more interactive elements, and features that reward engagement rather than just instant entry. It’s about evolving excitement without crossing regulatory red lines.

On Player Psychology: The "near miss" and the "big win buildup" are powerful psychological tools. How does your design and sound engineering team work to maximize player excitement and anticipation during crucial gameplay moments?

Our design philosophy is rooted in emotional pacing. For near misses, we use subtle audio cues and visual slowdowns to create suspense without frustration. For big wins, our sound and animation teams build cinematic-level sequences that give players the “main character” feeling. These moments aren’t just math, they’re storytelling beats designed to maximize anticipation and reward.

Market & Industry Outlook

On Future Game Development: Looking ahead, are there any new game mechanics, genres (like crash games), or technologies (like multiplayer features) that the Popiplay team is currently experimenting with or planning to introduce?

We’re constantly experimenting with what’s next. Beyond traditional slots, we’re exploring new mechanics that add more interactivity and social layers, whether that’s multiplayer-style experiences, community-driven progressions, or crossover genres inspired by different style games. We also see huge potential in features that make gameplay more shareable, because the future of slots isn’t just about the player at the screen, it’s about the audience watching, reacting, and engaging with that experience in real time.

On Mobile Gaming: The industry standard is "mobile-first," but what does this mean specifically for Popiplay? Are there design choices you make for mobile players that go beyond simple screen resizing?

For Popiplay, mobile-first means more than resizing, it means designing with the thumb in mind. We optimize button placement, gesture-friendly navigation, and vertical-first layouts. We also fine-tune visuals and sounds for smaller screens to ensure the same punch and immersion players get on desktop. Mobile isn’t just a channel for us, it’s the main stage.

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Final Thoughts: More Than a Player, It's an Experience

Our conversation with Almir Kudic paints a clear picture of a studio that understands its audience on a granular level. Popiplay's success isn't an accident; it's a deliberate strategy built on "emotional pacing," "bold, high-energy presentation," and a deep-seated understanding that the "future of slots isn’t just about the player... it’s about the audience watching."

From designing "cinematic-level sequences" for big wins to building "creative allies" with operators, their approach is holistic. While many studios claim to be "mobile-first," Popiplay's "designing with the thumb in mind" philosophy shows a deeper level of commitment to the platform that has become their "main stage."

As they continue to experiment with multiplayer elements and "shareable" mechanics, it's clear Popiplay isn't just participating in the iGaming market—they're actively shaping a new, more interactive corner of it. We thank Almir for his fantastic insights and look forward to seeing what this dynamic studio launches next.