Octoplay's Anti-Trend Strategy That's Reshaping iGaming

LONDON, UNITED KINGDOM - June 6th, 2025 - There's something quietly revolutionary happening in Malta since October 2022. While most iGaming studios chase the latest trends and pile on features, Carl Ejlertsson has built Octoplay by doing the exact opposite. In a feature for GamblingIQ’s 'Beautiful Minds - Best Games Studios 2025', Ejlertsson shares, "We're not technologists or marketers in the traditional sense…We obsess over a few things and make sure we nail them."

That obsession has produced something remarkable. In just over two years since founding Octoplay, this disciplined approach has delivered an 11-fold year-on-year revenue increase and landed the studio among the Top 3 global vendors in GamblingIQ's 'Games Studios Innovation' rankings. The numbers tell part of the story, but the philosophy behind them reveals everything about why Octoplay works where others stumble.

>>  Inside GamblingIQ's 'Beautiful Minds' Magazine 2025: Octoplay’s Carl Ejlertsson shares how a metrics-first mindset and anti-trend strategy propelled Jackpot Hunt, Daily Hunt, and 11× growth across regulated markets

Most studios operate on the assumption that more equals better. More features, more complexity, more innovation for innovation's sake. Ejlertsson learned something different. "Anyone can add more features," he explains. "We work to remove everything that doesn't serve the player experience."

This isn't just corporate philosophy. It's a measurable strategy. Octoplay tracks over 100 player metrics, refining mechanics within weeks rather than months. The result is what Ejlertsson calls "a living organism" rather than a static game catalog, allowing the provider to release five games monthly. But this isn't showcased only in revenue numbers. Major operators like PokerStars UK and BetMGM Ontario sought out Octoplay specifically for bespoke implementations of their jackpot suite. Not because they needed another game supplier, but because they'd seen what deliberate choices could produce.

"Operators sought us out after seeing Jackpot Hunt's success metrics," Ejlertsson notes. The feature's 70-80% opt-in rates in markets like Ontario, with over four million jackpot winners in under two years, represent the kind of sustained player engagement that operators actually need. This is where Octoplay's anti-trend approach shows its real power. While competitors build for headlines, Octoplay builds for creating lasting value. The difference shows up in player behavior, operator partnerships, and market growth.

This discipline extends beyond product development. Octoplay has secured 11 licenses, including some of iGaming's biggest markets like the UK. The exclusive content deals with major operators represent more than just business development. They're proof that in an industry often characterized by noise and distraction, there's profound value in knowing what to say no to.

As Octoplay expands into further regulated markets, its methodology - "build fewer things, build them exceptionally well" - appears poised to influence how the entire industry thinks about innovation. Sometimes the most revolutionary approach is simply doing less, but doing it right. This business ethos is playing out for Octoplay as it recently struck 4-in-row with Flutter for its bespoke game 'Cod Chaos Golden Catch', launched in April 2025 across Paddy Power, Sky Vegas, and Betfair. Flagship titles 'Cash Link Express: Hold & Win' and its latest hot game 'Break the Piggy Bank' are continuing to drive engagement.

>>   Digital Magazine - Read Here: https://www.gamblingiq.co.uk/magazine-beautiful-minds-games-studios

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>> Octoplay 'Break the Piggy Bank': Octoplay.com/games/break-the-piggy-bank

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