Mr. Gamble Q&A: An Exclusive Interview with With Yanina Kaplya, CMO NuxGame

In this exclusive Mr. Gamble Q&A interview, we sit down with Yanina Kaplya, Chief Marketing Officer at NuxGame, to dive into the past, present and future of iGaming. Yanina shares her insights on where the industry is headed and how NuxGame is leading the charge. She also opens up about her own journey in this space and the importance of the human touch in our increasingly tech-driven world.

As we move into 2025, what do you see as the biggest trends shaping the future of the iGaming industry, and how is NuxGame preparing for them?

The hottest topics at every conference and business meeting right now are sweepstakes casinos, advanced gamification, and Telegram casinos. Our 2025 roadmap is built around these innovations, and NuxGame is matching—and exceeding!—the expectations of our clients.

How do you see the iGaming landscape evolving in the next few years, and how is NuxGame positioning itself to stay ahead?

AI is becoming a major force in iGaming, influencing everything from personalization to fraud detection. However, with the rapid influx of AI tools, new entrants to the industry can easily feel overwhelmed. The key isn’t just having AI, it’s knowing how to use it effectively.

Contrary to fears that AI will replace people, I believe the opposite is true. The real value will come from individuals who understand how to leverage AI to optimize operations and player experience. At NuxGame, we emphasize strong partnerships, ongoing support, and human expertise to ensure our clients maximize AI’s potential without feeling lost.

Can you share any exciting new features or updates NuxGame is rolling out in 2025?

Absolutely! This year, we’re focusing on enhancing existing solutions while introducing game-changing innovations. Some key updates include a next-level risk management system, upgraded bonus and gamification tools as well as enhanced integration, content management, and promotional tools for game providers.

Long story short, we’re committed to helping operators streamline operations and create more engaging experiences for players.

What role do you see emerging technologies like AI and blockchain playing in iGaming’s future, and how is NuxGame integrating them?

Actually, we are already using AI in many processes, like content generation and client support. The more data we receive in analysing user behavior, the better we cater tailored recommendations for them. We also plan to develop AI agents, that will support our operators in daily platform operations.

As the industry moves towards more gamified experiences and seamless user experiences, how does NuxGame plan to leverage gamification and player engagement in 2025?

The NuxGame product team was working hard throughout 2024 to put the best of tech into our Gamification solution. We recently launched such mechanics as tier levels and live achievement tracking, an upgraded loyalty program with access to bonuses and exclusive offers, built-in rewards shop, and of course PvP battles and referral programs.

In 2025, we want to take it even further and add a live chat, challenges and quests, personalised avatars collection, and more engaging social activities.

Who are some of the main clients and partners that NuxGame works with, and how do these relationships benefit both sides?

The cool part is that we basically work with a vast majority of business verticals in iGaming: from game providers to CRM systems, payment providers and affiliates. Having such a pool of various experts helps us offer the best solution to operators and receive their feedback on what pain points they have and how we can help to solve it.

Why should companies in the iGaming space consider collaborating with NuxGame, and how does your team help businesses scale effectively?

NuxGame will never compromise on the quality of product and individual approach to working with our clients. We help startup companies that have just entered into the iGaming space with guidance on how to effectively use our solutions to achieve continuous success.

We also very often meet and work with operators that started the business using other technology vendors, had some hard learning lessons and realised exactly where the pain points are. We help them migrate to our platform and access a variety of features that they were missing before.

You’ve had an impressive career trajectory in marketing. How did you get started in the iGaming industry, and what drew you to this field?

More than 6 years ago, while working in an IT outsourcing company, I felt that I wanted to grow more into product and brand marketing. I was invited to meet with Evoplay and discuss the role of a brand manager. I’ve been to Las Vegas a few times before, but I was still not that familiar with iGaming. Still, the opportunity looked great, so I said yes without any hesitation.

What I love about marketing in iGaming is creativity and openness to new ways of thinking and doing things. I absolutely adore iGaming products, whether it’s games or platforms, but most of all, I admire the professional and talented people that this industry is rife with.

How did you transition into the role of Chief Marketing Officer at NuxGame, and what have been the most rewarding parts of your journey so far?

NuxGame is honestly a magical story for me, and I still can’t believe we haven’t met with the team before. I guess it’s all about the right place and time. NuxGame has a fantastic product and thought-through solutions, and its business strategy and goals match my own mindset. From the very first moments, it all felt right for me to make a transition.

The most rewarding part is the team. The marketing unit works like a Formula 1 pit stop crew. Everyone knows their part they’re accountable for, but also, everyone works as a team. Success is what we achieve together.

What are the most important skills you believe have helped you succeed in the competitive iGaming space?

I would probably highlight my stubbornness in achieving the goals, especially when it comes to change management and leading transformation. Also, being curious and eager to learn, ask questions and be open to new approaches and visions. Last but not least, I am constantly working on my soft skills and empathy. I work with a lot of people inside and outside the company, and finding the right words to communicate your ideas are vital for any marketer.

As a prominent female leader in iGaming, how do you view the current state of women’s representation in the industry?

I feel absolutely happy to see more women representing leading roles in iGaming. The dynamic in the industry is changing, and there are things that we take for granted now that were not as widespread as when I first started.

Have you noticed any significant changes over the years regarding women in leadership roles within iGaming, and do you feel there’s still work to be done in terms of gender equality?

The big change for me is that women are more often acknowledged for their intelligence and talents rather than hired for customer-facing roles solely on the basis of their appearance. That said, I do believe that businesses should be more willing to give extra time off and financial support. Women are often forced to combine full-time careers and home life (taking care of kids and household responsibilities), and upgrading your professional skills requires free time which they don’t have.

What advice would you give to other women who are looking to build a career in the iGaming industry?

I would give them the same advice I would give to myself from six years ago: don’t be afraid to ask for help and mentorship from another woman in a similar role or industry. Sometimes, asking for help makes you seem vulnerable in a negative way, but I truly believe that no woman would reject a request for advice or a bit of guidance from a newcomer. Only by being united can we make a difference.

On a personal note, do you have a favorite slot game?

I play slots a lot, both in landbased casinos and online, and my favorite game is Lucky Neko GigaBlox by Yggdrasil. I believe it was their first GigaBlox title and I just fell in love with the Japanese-themed graphics and animations. The sheer creativity made it seem very different from a traditional slot game.

Speaking of creativity, what’s a typical day like as CMO at NuxGame?

Honestly? My day starts with my Nespresso machine flashing at me. But once the caffeine kicks in, it’s all about balancing structured strategy with creative marketing.

I am feeling blessed with the NuxGame team, as our values match perfectly. These days, tech companies in iGaming no longer compete in technology and innovation, as those can be copied in weeks. True creativity comes in customer service and partnerships, and our team is a top player for sure.

How does NuxGame handle in-game currency conversion for crypto casinos, and what factors determine the exchange rates?

NuxGame uses an integrated currency exchange service that pulls real-time data from several cryptocurrency exchange rate APIs. This data is aligned with the exchange APIs used by game providers. Player balances on the platform are calculated using data from CoinMarketCap, with two additional sources integrated as backups. In the event of discrepancies or notable fluctuations, the system automatically references the backup providers and triggers predefined alerts to our risk management team.

Does NuxGame use a price aggregator or mid-market rate for conversions, or is there a different pricing model in place?

NuxGame functions as an aggregator of exchange rate data, but it does not utilize mid-market rates. Instead, it applies the specific rates provided by each integrated exchange rate API. A different pricing model may apply only in the context of partnerships with game providers, as some of them operate on real-time exchange rates while others may apply rates updated at fixed intervals (e.g., every one or five minutes). This approach allows for better compatibility with various provider systems while maintaining accuracy in conversion.

How does NuxGame manage cryptocurrency volatility to ensure fair and stable gameplay for users?

NuxGame’s in-game currency converter operates similarly to traditional single-wallet fiat casinos. When a player launches a game, their crypto balance is converted into fiat at the rate applicable at the time of that specific transaction.

What excites you most about the future of iGaming? Where do you see the industry heading in the next few years?

I’m passionate about open ecosystems and “co-opetition” (competition + cooperation). AI is driving new behaviors. For iGaming it might take a bit longer to adopt the latest in tech, but I believe we’ll soon see disruptive partnerships and innovative engagement tools that redefine how players interact with platforms. I foresee a leap in gamification and player engagement tools as well as adjustable and even more intuitive UX inside the platform and games.