Marina Ostrovtsova, BGaming: “The value proposition of any game provider stopped being just games many times ago”
Shows & conferences - 12 October, 2026
During SBC Summit Lisbon 2026, Focus Gaming News sat down with Marina Ostrovtsova, CEO of BGaming, to discuss the company’s charitable work in Malta, its True Ways conference and how it is organising its content for operators.
Ostrovtsova said that supporting the Dar Bjorn Association, which is working to build respite care for people with neurological diseases, has become “an essential part of BGaming”. The company had been doing so for two years, and the initiative began as a “small idea” from an event manager who relocated to Malta. Describing BGaming as a “beyond games” provider, she said the project matches what the company does: “We’re not only living on the island; we’re very much helping to contribute to its living.” BGaming plans to repeat the effort next year.
She also discussed True Ways, BGaming’s online conference where partners, competitors and others share their failures. The second edition, which lasted around two hours and featured five speakers, focused on content overload. “The more you produce, the less efficient you probably are,” she said. Asked whether AI-generated content is part of the problem, she agreed that the company pushes for a human touch, adding that “quality is always on top”.
The same issue, she explained, shaped how BGaming organises its portfolio, which is split into three “worlds” to help operators navigate it. The casual world targets acquisition, with affiliates using video content to attract players. The classic world is aimed at retention, and the entertainment world, the most experimental, serves streamer-oriented operators. “The value proposition of any game provider stopped being just games many times ago,” she said, adding that the aim is to solve operators’ problems. The approach applies equally when content reaches operators through aggregators, which she described as “a channel” with the operator still the client.
Looking ahead to the rest of 2026 and 2027, Ostrovtsova said BGaming would keep focusing on regulated markets and continue developing its three worlds, releasing content that is “more useful” rather than simply more. Another charity gala is planned for next year, as is a further True Ways in February, again on content overload, because the latest edition “just scratched the surface”.