TRUE WAYS Conference Highlights Industry's Battle for Player Attention

The second edition of the TRUE WAYS online conference, hosted by BGaming, drew over 450 participants from 51 countries, reflecting the industry's hunger for candid discussions about its toughest challenges. More than 200 of those attendees were C-level executives, directors, and heads of departments, underscoring the strategic importance of the event's central theme: how to capture player attention in an age of content saturation.

Organizers received nearly 100 questions from participants before and during the conference—roughly three times the number from the first edition. This surge in engagement signaled that attendees were eager to debate ideas, share experiences, and push beyond surface-level insights rather than passively consume presentations.

Speakers representing game providers, aggregators, operators, and affiliates offered distinct perspectives on the attention problem. Igor Bondarenko (BGaming) argued that "attention — not game production — is now the industry's biggest challenge," advocating for a curated portfolio where each title serves a clear purpose instead of chasing trends. Gretta Kockonan (SOFTSWISS Game Aggregator) noted that while aggregators offer roughly 40,000 games, about 5% of that catalog generates nearly 80% of player activity, reinforcing that "portfolio quality, smart localization, and understanding player preferences matter far more than catalog size."

Other speakers addressed specific market dynamics and player expectations. Leonardo Benites (Propane) examined Brazil's competitive landscape where betting vies with football, creators, and other entertainment for attention, emphasizing the need to educate new players through engaging content. Caelum Ferrarese (Stake) stressed that first impressions happen within seconds, making rapid loading, distinctive mechanics, and memorable themes critical for retention. Mike Danshin (1win Crypto) highlighted how mobile-first and crypto audiences favor short sessions and share content via social media, shaping game discovery and design. Carl Wiggman (Print Studios) reminded attendees that truly enjoyable experiences foster lasting loyalty, outweighing short-term optimization tactics.

The discussions were moderated by Surya Palli (iGaming Real Talk) and brought together a diverse audience of operators, affiliates, game studios, platform providers, and professionals from adjacent sectors.

Organizers confirmed that the third edition of TRUE WAYS will take place in November, continuing the focus on open, honest conversation about the industry's defining challenges.