Ali “Ako” Muhanned, BC.GAME: “My priority is to make sure our players feel heard and that we are constantly improving the experience we offer them”

BC.GAME’s CEO says monthly player conversations, a direct escalation channel and public progress reports must lead to visible improvements, not just more communication.

Key takeaways:

• BC.GAME CEO Ali “Ako” Muhanned says his priority is ensuring players feel heard and that the platform continuously improves their experience.
• He says trust is earned through transparency and action when something goes wrong, not through announcements alone.
• BC.GAME is introducing monthly conversations with players, a direct escalation channel and public progress reports.
• Muhanned says the company will track community issues and suggestions, the action taken and areas still requiring attention.
• International expansion will focus on markets where BC.GAME is legally permitted to operate, while the company explores additional licences and respects local regulatory requirements.

Exclusive interview.- As competition intensifies across the online gaming industry, attracting players is only part of the challenge. Building lasting relationships increasingly depends on transparency, responsive customer support and the ability to turn player feedback into meaningful improvements. For operators pursuing international expansion, maintaining that trust while navigating different regulatory environments adds another layer of complexity.

BC.GAME is placing these priorities at the centre of its strategy as Ali “Ako” Muhanned steps into a more public leadership role as CEO, having been involved with the company for several years behind the scenes. His approach focuses on strengthening direct communication with players through regular community conversations, dedicated escalation channels and public progress updates, while exploring new opportunities to expand the brand’s international reach through sports and entertainment.

In this exclusive interview with Focus Gaming News, Ali “Ako” Muhanned, CEO at BC.GAME, discusses his vision for the company’s next chapter and explains why transparency and accountability are essential to earning player trust. He also explores how community feedback can influence product development, the balance between international growth and regulatory compliance, and what he believes will distinguish online gaming operators capable of building sustainable player relationships from those competing primarily for attention.

You’ve been involved with BC.GAME since its early days, largely behind the scenes. What changes when you step into the CEO role publicly, and what do you want to do differently now that you’re leading from the front?

My priority is to make sure our players feel heard and that we are constantly improving the experience we offer them.

I’ve been involved in BC.GAME for years, but stepping into a public leadership role gives me an opportunity to build a more direct relationship with our community. I want players to feel connected to BC.GAME, to know their opinions matter and that they have a part in shaping where we go next.

I also want to bring a fresh approach to how we present the brand. We’re looking at more ambitious, internationally focused campaigns and new ways to engage audiences through sports and entertainment. Ultimately, I want BC.GAME to be a platform people enjoy being part of, not simply one they use.

“We’re looking at more ambitious, internationally focused campaigns and new ways to engage audiences through sports and entertainment.”

Ali “Ako” Muhanned, CEO at BC.GAME.

You’ve said that trust isn’t built through announcements, but through what happens when something goes wrong. What do you believe online gaming operators still get wrong when it comes to earning and maintaining player trust?

I think one of the biggest mistakes operators can make is not being transparent enough with players.

It’s easy for a company to focus on its own plans and priorities, but if you don’t pay attention to what your players are telling you, you risk losing sight of what they actually need.

For me, earning trust means being open about what’s happening, listening when something isn’t working and being prepared to make changes. Players need to know that their concerns are being taken seriously, and that the company is willing to act on them. Transparency matters, but it has to be supported by action.

You’re introducing monthly conversations with players, a direct escalation channel and public progress reports. How will you measure whether these initiatives are genuinely improving the player experience, rather than simply increasing communication?

What matters is what happens after those conversations. It’s not enough to give players more opportunities to speak to us if nothing changes as a result.

We want to keep track of the issues and suggestions raised by our community, what action we’ve taken and what still needs our attention. Our regular live sessions and progress updates should give players a clearer picture of what’s being worked on and what has actually improved.

I want each conversation to build on the previous one, rather than simply repeating the same promises. The real measure of success is whether players can see meaningful improvements in their experience.

“We want to keep track of the issues and suggestions raised by our community, what action we’ve taken and what still needs our attention.”

Ali “Ako” Muhanned, CEO at BC.GAME.

Player feedback is becoming a more visible part of your leadership strategy. How do you decide which feedback should influence product development, and how do you balance what players want with the company’s long-term priorities?

Our players use the platform every day, so they often have the clearest understanding of what works well and what could be improved. Their feedback isn’t always about problems or complaints. We also receive ideas and suggestions from people who enjoy BC.GAME and want to see it become even better.

We take that input seriously, particularly when we see the same issues or requests being raised by different players. Our team will review that feedback to identify what needs attention and where we can make meaningful improvements.

At the same time, we have to look at the bigger picture. What might seem like a small change can sometimes affect other parts of the platform or the experience of other players. We need to consider those wider implications alongside our longer-term plans.

We won’t be able to implement every suggestion, but that doesn’t mean it isn’t valuable. The goal is to make decisions that improve the overall experience while keeping BC.GAME moving in the right direction.

As BC.GAME looks to expand internationally, what will determine which markets you prioritise, and how do you balance growth opportunities with regulatory requirements and responsible gaming commitments?

For now, our focus is on markets where we’re legally permitted to operate.

Of course, we want BC.GAME to grow internationally and reach more players around the world. That means continuing to explore opportunities to obtain additional licences and expand into new markets.

But we also have to respect each market’s regulatory requirements and make sure we’re operating responsibly. Growth matters to us, but we need to approach it the right way.

Looking ahead, what do you believe will separate the online gaming operators that build lasting player relationships from those that simply compete for attention?

Transparency, support and trust. I think you need all three.

Attracting attention is one thing, but earning players’ trust is something very different. You can have great campaigns and bring people to your platform, but if the experience doesn’t meet their expectations or they don’t feel supported when something goes wrong, that attention won’t last.

I believe the operators that succeed will be the ones that listen to their players, deliver an experience people genuinely enjoy and follow through on their commitments.

That’s the kind of relationship I want BC.GAME to build with its community.