Halloween’26 special: How iGaming suppliers build content that outlives October

Seven executives answer the same questions on Halloween in iGaming: Danny Gordon, head of studio at DEGEN Studios; Julia Alekseeva, chief product officer at BGaming; Alex Lorimer, chief operating officer at Gaming Corps; Edvardas Sadovskis, chief product officer at ICONIC21; Richard Ganster, director of games strategy and games portfolio management at Greentube; Andrzej Hyla, chief commercial officer at Wazdan; and Ramona Kälin, digital marketing team lead at Swiss Casinos. The six suppliers cover past hits, 2026 plans, markets, and new builds versus reskins, while Swiss Casinos gives the operator view. 

Most of the suppliers treat Halloween as a portfolio moment rather than a single launch, with BGaming, ICONIC21, DEGEN, and Wazdan each running several titles. They split on two points: whether seasonal content travels across markets, and whether Halloween games should be built from scratch. DEGEN, Gaming Corps, and Wazdan share one concern: a Halloween game has to keep working after October.

On originals

We believe that building an original experience from the ground up is more effective than simply giving an existing title a seasonal makeover.

Danny GordonHead of Studio, DEGEN Studios On format

Original games introduce fresh mechanics and experiences, while seasonal adaptations build on established player familiarity. Ultimately, performance depends on the gameplay, not the format.

Julia AlekseevaChief Product Officer, BGaming On seasonal design

Halloween isn’t about adding pumpkins or spooky artwork to a game. It’s about creating something that feels relevant to the season while offering the kind of gameplay that will keep players interested once October is over.

Alex LorimerChief Operating Officer, Gaming Corps On new players

Spooky Blackjack attracts over 3x more new players than standard RNG blackjack.

Edvardas SadovskisChief Product Officer, ICONIC21 On markets

In 2025, Romania also moved into our top markets, showing seasonal content is gaining traction in newer markets too.

Richard GansterDirector of Games Strategy and Games Portfolio Management, Greentube On longevity

Ultimately, we believe seasonal themes work best when gameplay stays engaging long after Halloween.

Andrzej HylaChief Commercial Officer, Wazdan On regulation

We don’t see regulations as a barrier to creativity.

Ramona KälinDigital Marketing Team Lead, Swiss Casinos