María Bashkevich: “Uplatform is bringing the FIRE to iGB L!VE 2025”

Uplatform’s head of marketing caught up with Focus Gaming News to reveal the company’s plans for the upcoming edition of iGB L!VE.

Exclusive interview.- Uplatform is one of the companies that will attend iGB L!VE in London next month. Before the start of the expo, María Bashkevich, head of marketing, spoke to Focus Gaming News about the expectations for the event and what solutions they are planning to showcase. She also revealed the main strategies operators can use to create individualised, player-centric experiences.

How is Uplatform preparing for iGB L!VE? What do you expect from the event?

Let’s just say we’re not coming in quietly 🙂 Uplatform is bringing the FIRE to iGB L!VE 2025, and this time, we mean it literally. Our theme is all about fire, spark, and setting the show floor ablaze – through bold activities, powerful solutions, and some unexpected surprises. 

But it’s not just about the fun. We’re really excited about iGB’s move to London. With this move, we’re expecting a new level of exposure – and we’re ready for it. Ready to connect and to showcase how our solutions ignite business growth. 

So yeah – we’re ready to bring the fire!

What solutions are you planning to showcase at iGB L!VE?

We’re bringing the Big Three: all-in-one Platform, feature-packed Sportsbook with insane coverage, and Casino Aggregator with a rich catalogue. Each solution is built to help operators scale smarter, move faster, and stay deeply aligned with their target markets.

But beyond the tech, what really draws attention is our client-centric approach. We treat our clients’ results like our own, with deep involvement from our success, affiliate, and payment teams.

So with Uplatform you get not a platform, but a whole bunch more to help you grow and succeed in your market. 

“We’re bringing the Big Three to iGB L!VE: all-in-one Platform, feature-packed Sportsbook with insane coverage, and Casino Aggregator with a rich catalogue.”
Maria Bashkevich, head of marketing at Uplatform.

 What igaming trends do you think will be discussed during the show?

I can bet I’ll hear the word AI a million times 🙂 There are no surprises here. AI is reshaping everything from personalisation to fraud detection. 

Regulation will also be front and centre, with many updates across markets like Brazil, the Philippines, and beyond.

And hopefully, we’ll hear more about UX innovation and real player engagement. Because just “being live” isn’t enough anymore. 

“AI is reshaping everything from personalisation to fraud detection. Regulation will also be front and centre.”
Maria Bashkevich, head of marketing at Uplatform.

The company stated that personalisation is a core strategy for igaming operators aiming to remain competitive. What do you consider the main strategies operators can use to create individualised, player-centric experiences?

Start by realising that there’s no copy-paste formula. The real strategy begins with analysing your data and observing your players’ needs/concerns/life in general. 

Use smart segmentation, localised UX, and flexible content that adapts to different player types. Make your business feel like it was built just for them – from the languages and payment methods to the games and notifications. Do marketing that resonates with them and their life – use their memes, celebrate their paydays and live in their cultural context. Know your players better than they know themselves, and you’ll know exactly when to offer spins, when to engage, and when to just give them space.

I believe when you focus on satisfying players, they’ll keep coming back. And if you want to learn more about CJM (customer journey map) – you should definitely check out our latest guide. It’s packed with strategies that actually work.

What was the company’s experience at the SBC Summit Americas, an edition that brought together the Latin America and North America markets, considering that one of this year’s objectives is to expand its footprint in the region?

Pure fuego! SBC Americas confirmed what we already believed – LatAm is full of energy, potential, and ambition.

We had amazing conversations with operators, providers, and payment partners. Everyone’s tuned into the same wavelength: localisation, regulation, and smart tech. The market is evolving fast.

Our solutions resonated really well, especially when people saw how flexible and region-friendly they are. We left Miami with fresh leads, new partners, and big collab potential. Let’s just say our CRM got a lot of new “friends” 🙂

What are Uplatform’s main challenges for the next months?

Honestly? Keeping up with ourselves, both in marketing and product development. We’re scaling fast – more integrations, deeper localisation, more firepower in both product and delivery. We’ve got a lot of new features and partnerships in the pipeline, especially for emerging markets. The roadmap is packed, but we also want to make sure we don’t lose the spice that makes us special: performance, flexibility, and deep support.

Another challenge, of course, is standing out in a sea of “same-same”. But let’s be real…You’ve seen our campaigns, right? Luckily, doing things differently is kind of our thing 😉