A data-driven approach to sales success at Evoplay
Ihor Zarechnyi, Chief Business Development Officer at Evoplay, shares his insightful journey from electronic engineering to leading a thriving team in the dynamic iGaming industry. This isn’t your typical sales story; it’s a masterclass in strategic planning, data-driven decision-making, and the crucial role of building genuine relationships.
From sales novice to C-Level Executive
Ihor’s career path wasn’t a straight line. His background in electronic engineering might seem unconventional for a sales leader, but his focus on client success, rather than solely hitting targets, proved to be a winning formula. He started by selling to older, more established clients, a challenging experience that taught him the importance of understanding and connecting with people. His transition to iGaming came via a career services company, where he interacted with high-level professionals, gaining invaluable mentorship and career advice. His time at Webland (Template Monster brand) under the guidance of a supportive CEO further honed his sales skills. However, Ihor recognized the need for a broader perspective, encompassing product development and management, leading him to experience in multiple startups before joining Evoplay. This diverse background gives him a unique perspective on navigating both agile startup environments and larger, more established organizations.
The Evoplay journey
Ihor’s journey at Evoplay began as a Business Development Manager. His initial plans were quickly adjusted due to unforeseen regulatory changes, but the positive reception of Evoplay’s games confirmed the quality of their product. Under the mentorship of Vladimir Malachi, he became Head of Sales, significantly improving sales processes and lead generation. He reduced contract closing times from 120-200 days to 60-70 days, implemented quarterly and annual sales planning, and consistently delivered successful results for seven or eight quarters. His current role as CBDO is viewed not as a destination, but as a starting point for continued growth and problem-solving.
Mastering the art of strategic planning
Ihor emphasizes the critical role of planning in business success. He advocates for a comprehensive approach, incorporating annual and quarterly planning, alongside a longer-term 5-year strategy. This isn’t just about setting sales targets; it involves a holistic view of financial projections, product development, and partner acquisition. Evoplay uses a mathematically derived growth rate formula, developed by their CFO, to set ambitious yet achievable goals. This data-driven approach extends to game creation, leveraging market analysis, competitor research, and player feedback to inform game mechanics and market entry strategies. However, Ihor stresses that data isn’t everything. Personal relationships and cultural understanding are equally vital, as demonstrated by their successful penetration of the Italian market through in-person interactions.
Navigating challenges and celebrating successes
Ihor openly discusses past failures, including a failed VR game venture and the initial underperformance of many game titles. He highlights the importance of iteration and experimentation, emphasizing that even seemingly unsuccessful games can find success with the right marketing and strategic adjustments. He also shares insights into catering to different player generations, with Generation X preferring classic games, Generation Y favoring a modern twist on classics, and Generation Z gravitating towards metaverse casinos and interactive experiences. Evoplay’s strategy of flagship releases every two years, targeting different generations, showcases their adaptability and understanding of market trends. The creation of the “Slotopia” sub-brand for classic games further demonstrates their ability to cater to diverse player preferences.
Expanding horizons
Evoplay’s strategic expansion into the lottery vertical is a significant development. Ihor highlights the immense potential of this market, projected to reach $23 billion by 2028, but also acknowledges the regulatory complexities involved. Their approach involves tailoring game propositions to specific geographic regions, understanding local interests and cultural nuances. Examples include Latin American games with favela backgrounds, Canadian hockey-themed games, and planned US expansion with basketball and baseball themes. Ihor emphasizes the importance of building strong relationships with partners, adapting to local preferences, and continuously iterating based on player feedback.
The Latin American market
Ihor provides valuable insights into the Latin American market, highlighting the increasing regulatory clarity and the significant growth potential. He emphasizes the importance of cultural sensitivity, understanding player preferences for solo games, and the necessity of strong communication through Spanish and Portuguese-speaking managers. He stresses that building personal relationships through in-person visits is crucial for success in this market, just as it was in Italy.
Ihor’s journey is a testament to the power of strategic planning, data-driven decision-making, and the importance of building genuine relationships. His insights offer valuable lessons for anyone seeking to achieve success in the competitive iGaming industry and beyond.
This article is based on an episode of the CEOpen mic podcast. For the full conversation and more insights, tune in to CEOpen mic on YouTube and Spotify – don’t forget to subscribe so you never miss an episode!
