BGaming has concluded the second edition of its TRUE WAYS online conference, bringing together hundreds of iGaming professionals for discussions centered on the growing volume of content competing for player attention.
Held on July 15, the event attracted more than 450 registrations from companies and professionals working across different areas of the iGaming sector. Participants included representatives of game studios, online casino operators, affiliate businesses, aggregation services, and platform providers.
Senior industry figures accounted for more than half of those attending. The audience included C-level executives, company founders, department leaders, and other experienced decision-makers.
BGaming originally introduced TRUE WAYS as a forum where industry specialists could openly discuss challenges affecting the gambling sector. Following the first edition in 2025, the game provider decided to make the online conference an annual event.
Content saturation takes center stage
The second edition focused on the theme “Content Overload in iGaming: Who Wins the Player’s Attention?” Speakers examined how an expanding supply of games and promotional activity affects competition for player engagement.
Discussions also covered the growing role of artificial intelligence and the difficulty companies face when trying to make individual products visible in an increasingly crowded environment.
Audience participation increased considerably compared with the inaugural conference. Speakers received almost 100 questions before and during the event, more than three times the number submitted during the first TRUE WAYS edition.
The program consisted of six sessions lasting up to 20 minutes each. BGaming CEO Marina Ostrovtsova opened the conference alongside Surya Palli, creator of iGaming Real Talk, who hosted the event.
Other participants included Print Studios CEO Carl Wiggman and Stake Casino Product Specialist Caelum Ferrarese. BGaming Product Owner Igor Bondarenko also joined the speaker lineup, along with Propane CEO Leonardo Benites, 1w Crypto CMO Mike Danshin, and SOFTSWISS Game Aggregator Head of Operations Gretta Kockonan.
Several discussions returned to the relationship between the size of a game portfolio and the actual level of player engagement it generates.
Kockonan highlighted data indicating that approximately 5% of a library containing 40,000 titles accounts for 80% of player activity. Her observations focused attention on the limited number of games that generate most engagement within very large portfolios.
Bondarenko addressed the same issue from the perspective of game studios. He encouraged providers to examine their release strategies more carefully and consider the risks associated with repeatedly introducing average or similar products into already crowded portfolios.
Speakers examine how games capture attention
The conference also considered factors outside individual game design that influence how brands and products gain visibility.
Benites discussed the ways successful companies establish connections within Brazilian communities and other ecosystems. His session examined how brands can become part of the environments in which their intended audiences already participate.
Ferrarese focused on the importance of responding to changing market requirements, arguing that providers that adjust to market demands have stronger prospects for long-term success.
Wiggman examined differences between the way studios and players perceive casino games. Studios commonly approach each title as an individual product, while players may experience games as part of a broader collective lobby containing many competing options.
Danshin approached the issue from the perspective of mobile player behavior. He said competition increasingly centers on securing a place among the small number of titles that users actually choose during a typical session, describing the target as one of the three games a player opens on mobile.
These discussions reinforced one of the conference’s recurring subjects: producing a larger volume of content does not automatically translate into higher levels of player activity. Speakers instead examined how game selection, relevance, market adaptation, and the broader player experience influence which titles receive attention.
Third TRUE WAYS edition confirmed for November
BGaming has made recordings of all six sessions available on demand through the TRUE WAYS conference website for registered participants. People who did not attend the live event can still register to gain access to the recorded program.
Following the conclusion of the second edition, Ostrovtsova confirmed that the conference will return later in 2026.
Marina Ostrovtsova, CEO at BGaming, said, “We are proud to have completed our second TRUE WAYS, and the response and feedback from the industry have been even stronger than we expected.
Over its two events, TRUE WAYS has shown there is a desire for challenging conversations and honest talk within the industry, and it has been amazing to see everyone come together to share their experience and offer real, actionable advice.
Content overload has proven to be a hot topic, and the insights from our speakers have left attendees with plenty of food for thought as they consider their own content strategies.
The success of this edition has also shown that this is a concept with significant long-term potential, and I am excited to confirm that TRUE WAYS will be returning for a third edition in November.”
The November event will become the third TRUE WAYS conference following the initiative’s launch in 2025 and its second edition in July 2026.
Source:
Rapidly expanding content provider presents an afternoon of insightful discussions around content overload, BGaming, July 20, 2026
