With over 15 years of experience in digital and affiliate marketing, Mike Waizman, CMO at NGM Game, has led global strategies for brands like LG, Nokia, Yandex, and Kaspersky Lab. Known for merging creativity with performance, he brings a product marketing mindset and a deep passion for brand growth in the iGaming industry.
In our conversation, Mike doesn’t just talk about features or releases—he talks about philosophy. From NGM Game’s adaptive RTP innovation to its meme-inspired hit, his focus is on emotion, honesty, and storytelling. He challenges the industry’s reliance on “cheap triggers", questions AI’s creative limits, and makes a strong case for marketing with purpose. For Mike, 2026 won’t belong to the biggest spenders—it'll belong to the best storytellers.
Magda Klimko-Aydin :
What key updates did NGM Game implement in 2025?
Mike Waizman :
This year was a turning point for us. We released six new slots — from the futuristic Fifth Element to the deep-sea Mysterious Ocean.
The main innovation was the adaptive RTP mechanic that adjusts to player behaviour and regional specifics.
We also launched Brainrot Mania—a game inspired by a viral meme featuring our mascot, Crocodilo. We optimised graphics and boosted loading speed — now everything runs smoothly even on low-end devices. In short, 2025 was the year that NGM Game stepped into the spotlight and made some serious noise.
Magda Klimko-Aydin :
What are your priorities for 2026?
Mike Waizman :
We’re moving away from template-based gamedev toward storytelling and gamification. The player shouldn’t feel like they’re just spinning reels — they should feel part of a story. We’re creating a series of interconnected slots within one shared universe.
We’re also strengthening our B2B direction: custom operator-branded solutions, aggregator integrations, and new UX approaches. The future is clear — the game becomes an experience, not just entertainment.
Magda Klimko-Aydin :
Which GEOs do you find most promising?
Mike Waizman :
Southeast Asia keeps growing steadily — mobile slots are already the norm there. Africa is also the future. Once local payment systems scale up, the potential will be enormous. On top of those, Latin America, especially Brazil, shows strong growth.
Eastern Europe stands out for retention — Poland and Romania have pleasantly surprised us.
Magda Klimko-Aydin :
In one of the interviews you said that “sex doesn’t sell anymore.” That’s a bold statement. What did you mean?
Mike Waizman :
That the era of “cheap triggers” is over. Sex appeal in advertising can boost CTR, but it won’t build a brand. At NGM Game we focus on gameplay and emotion, not provocation. Our games like Gold Busters or Queen Halloween, are successful not because of “spicy” elements, but because they captivate through atmosphere and concept. Provocation can be a tool — but never a strategy.
Magda Klimko-Aydin :
Creativity versus analytics—which side are you on?
Mike Waizman :
I’m for the alliance. Creativity sparks and analytics sustains. Without data, creativity is blind; without emotion, it’s boring. Real success lies where one strengthens the other. Creativity draws attention; analytics converts it into results.
Magda Klimko-Aydin :
How is artificial intelligence changing a marketer’s job?
Mike Waizman :
AI isn’t magic—it’s a tool. Everything starts with the prompt, with how you formulate your request. A bad prompt is like a bad brief: garbage in, garbage out.
I always say, “The prompt is your ally. Write simply. Don’t overload the system.”
AI helps you create faster, but you still need a thinking head. Machines can’t replace intuition, empathy, or timing — and without those, marketing turns into an Excel spreadsheet.
Magda Klimko-Aydin :
And finally, your advice to affiliates for 2026?
Mike Waizman :
Look beyond CTR and EPC. In 2026, those who build player stories — not just count clicks — will win. Work with emotion, context, and local memes. Don’t fear experiments: new GEOs, unusual landings, unexpected angles. Create for people, not algorithms. Everything else will follow.
Over to You: A big thank you to Mike Waizman for sharing his vision of the future of iGaming marketing. His insights into the power of storytelling, creativity, and emotion offer a refreshing perspective on what’s to come in 2026.
As the iGaming landscape evolves, those who focus on building meaningful, emotional connections with players—not just optimising for clicks—will truly thrive. Mike’s approach challenges us all to rethink how we approach marketing in this dynamic industry.
Stay tuned for more innovative strategies from NGM Game and be ready to embrace a future where great stories are the real winners.
