Edvardas Sadovskis: ICONIC21 is setting new standards in live gaming
Edvardas Sadovskis, CPO at ICONIC21, says the past 12 months have been transformational for the iGaming content provider with even bigger things to come in 2025. In an exclusive interview for G3 Magazine, he shares insights into the company’s journey, upcoming innovations, and the exciting developments that will shape the future of ICONIC21 in the year ahead.
It’s been several months since BETER Live was separated from BETER and rebranded to ICONIC21. Has the move been a success?
The rebrand has been a tremendous success, firmly establishing ICONIC21 as an essential iGaming content provider for operators across global markets. As a fully independent entity, we’re building on our vision and driving our goals forward, elevating our content to even greater heights. With our singular focus on delivering exceptional gaming experiences, we’re able to provide highly customizable, unique, and innovative solutions that meet out partners’ strategic needs.
Our talented team at ICONIC21 is empowered like never before. This next chapter for ICONIC21 is all about pushing boundaries and continuing to set new standards in the live gaming industry.
What values drive ICONIC21 and how is this reflected in the live content you produce?
Honesty, respect, teamwork and a clients-first approach are at the heart of everything we do. These values drive our commitment to creating highly entertaining games that deliver the fun and excitement players around the world are seeking. We’ve perfected classic casino games like blackjack and roulette, adding our unique flair with products like the Gravity Series and Grand Bonus Baccarat. At the same time, we’ve introduced groundbreaking experiences such as The Kickoff and Crash Live, the first live crash game to feature a host, and moreover adding new products to the other verticals.
Our goal is to reimagine traditional gaming elements with innovative concepts and interactive elements, all while equipping operators with powerful promotional tools to run targeted campaigns and maximize engagement.
Tell us more about your Gravity Series and Grand Bonus Baccarat
Our Gravity Series of games, which cover Blackjack, Roulette gameshow and Sic Bo, offer side bets with big multipliers to deliver some pretty insane payout potential. It adds an exciting twist to the action by taking big-win anticipation to the next level as the multipliers build and land. As the name suggests, Grand Bonus Baccarat is all about bonus action. It features our market-first private progressive bonus pools that players can unlock following four consecutive wins in the base game. The pools are made up of dynamic multipliers that are introduced with every game round and boost the bonus pools by multiplying the player’s round fee. It’s been a game-changer and has really hit the mark with players.
ICONIC21 has recently released two non-traditional live titles, The Kickoff and Crash Live. What is the concept behind each?
The Kickoff is a football-themed live game that promises non-stop action. It’s streamed out of our Sport Studio and takes the dice game format. It’s been developed for both sports fans and betting enthusiasts and is set in a modern-yet-miniature stadium split into two opposing teams. Players have three betting options and a unique take on guessing the correct score with dynamic multipliers in play, too. We see huge cross-sell potential between sports and live, and The Kickoff is designed to bridge the gap between the two. Crash Live is one of our biggest innovations to date and a game that the entire team is really proud of. This is the first live crash game to feature a dedicated host who entertains players throughout their session to provide the social interaction players are seeking.
Where did the inspiration for Crash Live come from?
Fast-paced, high-adrenaline games are becoming increasingly popular, with the crash format emerging as a real player favourite. Not only do these games deliver big action and even bigger win potential, but they are also incredibly easy to understand and that’s why players find them so engaging and entertaining. So, we knew we wanted to create a live crash game and that we wanted to give it the ICONIC21 twist, which is why we decided to include a host. These games thrive on community so along with the host, Crash Live has a chat and real-time leaderboard to provide a shared experience that keeps players coming back for more.
You’ve recently signed some big-name partnerships in both the real-money and social/sweepstakes sectors. Do you see social as being a key market for ICONIC21?
Absolutely. ICONIC21 is already the go-to live content provider for operators in both the real-money and social/sweepstakes sectors. With social and sweeps taking the industry by storm this year, operators in these spaces are looking to offer their players a diverse range of both traditional and live content. To meet these needs, we’ve developed a robust technical solution fully optimized for the unique requirements of the social and sweeps markets, ensuring compliance at every level. With over two years of experience in this segment, we’ve successfully signed numerous deals, including recent partnerships with leading brands like WOWVegas and Sweepium. While the real-money sector remains a core focus for us, our ability to deliver content across both markets allows us to reach the widest possible audience of operators and players.
What can we expect from ICONIC2021 in 2025?
More game types, more promo features, more customization options, more operator partners and more market launches. We have a packed roadmap for the coming 12 months that will further establish ICONIC21 as the must-have gaming content provider to operators across real-money and social gaming. It’s going to be quite the ride so if you aren’t working with us already, make sure to jump onboard.