PIN-UP Global highlights B2B innovation, growth strategy at iGB L!VE London 2025

PIN-UP Global participated in this year's iGB L!VE, where the holding showcased an expanded suite of B2B solutions and outlined its growth plans for 2025. Over two days at ExCeL London, visitors could familiarize themselves with the holding's latest innovations and connect with the team to explore new business opportunities in the competitive iGaming technology market.

B2B products on display

PIN-UP Global demonstrated its comprehensive B2B product portfolio and technological capabilities. The holding also emphasized its commitment to expanding strategic partnerships and exploring new collaboration opportunities in the global digital technology market.

Marina Ilina, CEO of PIN-UP Global, commented: "At iGB L!VE, we showed how PIN-UP Global has evolved into a technology provider with a portfolio of independent B2B products. We've moved from creating internal solutions to developing products that meet market needs."

PIN-UP Global announced plans to launch new products in 2025 based on market needs and the holding's technical capabilities.

"We develop products that address the industry's future needs, not just current challenges," said Marina Ilina. "Our strategic vision is focused on creating integrated technological frameworks that can adapt to rapidly evolving markets across multiple regions."

Ilina noted: "For 2025, we're working on expansion into new markets and getting necessary certifications. We build integrated solutions where each product works effectively with others in our comprehensive technology stack."

Personalization and advanced gamification mechanics

Oleksandr Oliinyk, Marketing Domain Product Officer at PIN-UP Global, emphasized the holding's innovative approach to user engagement through advanced personalization and gamification tools.

"At IGB L!VE in London 2025, PIN-UP Global highlighted the pivotal role of personalization not just in communications but also in gamification tools," explained Oleksandr. "The exhibition highlighted a strong market interest in customizing user experiences beyond standard tournament setups, focusing more on personalized missions and challenges."

According to Oleksandr Oliinyk, PIN-UP's platform excels in delivering exactly this capability, offering tailored tasks that resonate with individual users. "This personalized approach not only enhances engagement but also strengthens user loyalty by aligning gameplay with personal preferences," he noted.

The market response was particularly positive toward PIN-UP's dynamic challenge integration. "Participants were particularly intrigued by our ability to integrate dynamic challenges that adapt to user behavior, fostering deeper and more meaningful interactions," Oleksandr shared.

He emphasized that this focus on customization reflects PIN-UP's broader innovation strategy: "This emphasis on customization underscores PIN-UP's commitment to innovation in the iGaming sector, ensuring our platform remains at the forefront of user-centric experiences."

The personalization functionality is currently being tested in target markets, with encouraging early results. "Currently, this functionality is undergoing active testing in one of our most promising target markets. The early feedback is very encouraging, and we are already seeing signs of increased user retention and activity," Oleksandr Oliinyk revealed. "We look forward to proudly sharing the full results and insights from this rollout in the near future."

Sports betting solutions

Mariya Davydova, Head of Sport Domain, provided detailed insights into PIN-UP Global's recent sports betting developments, emphasizing the holding's focus on user experience improvements over the past six months.

"We've concentrated on improving user experience, adding personalization, working with the VIP segment, and exploring new directions," Mariya explained during the exhibition.

Central to these improvements is the Additional Bet Box feature, which uses AI to suggest additional betting options when users complete a wager. PIN-UP Global has also introduced Top Express, allowing users to place express bets with a single click based on their preferences, and "Mega Bet" for high-stakes users requiring rapid approval processes and dedicated VIP support.

For live betting, the holding is launching "Bet Builder" functionality that enables users to create express bets within single events during live play. "We already saw strong interest in this feature during pre-match testing, and since most of our users prefer live betting, we're sure it will be a hit," Mariya Davydova noted.

The platform now incorporates official real-time sports streaming, allowing users to follow events and place bets without leaving the platform.

Gaming portfolio expansion

Andrei Barabash, Head of Gaming at PIN-UP Global, highlighted the significant expansion of the holding's gaming offerings during the exhibition.

"Our Gaming Team has successfully leveraged iGB L!VE London 2025 to strengthen relationships with existing game providers and explore new strategic partnerships," Andrei explained. "The past 12 months have been marked by a significant expansion of our game portfolio, and we are now able to offer our users over 15 thousand high quality game titles catering to every preference."

According to Andrei Barabash, the portfolio expansion includes unique content offerings. "This includes unique, branded, and exclusive games, and our goal is to significantly expand this list, delivering a unique and diverse gaming experience," he noted.

Rapid growth and new opportunities

The HR team of PIN-UP Global was also present at the iGB L!VE in London. Valeriia Virchenko, Head of Talent Acquisition at PIN-UP Global, shared that in 2024 alone, the holding’s team grew by 58%. Such steady growth of the international holding continuously creates new opportunities for professionals.

"The best thing about our company is that we provide constant development and professional growth for each and every one of our employees. We're not just looking for technical skills, but for professionals who align with our values of leadership, expertise, result-oriented, teamwork, and open communication. 

"Our talent retention strategy includes clear career progression paths, continuous learning opportunities, and a strong employer brand that has been recognized by industry awards. For example, our holding won the “Best Workplace” award two years in a row. I believe this confirms that we are moving in the right direction," says Valeriia Virchenko.

Investing in technology

Beyond developing its own products, PIN-UP Global is actively shaping the future of the industry through its investment direction that identifies and nurtures breakthrough technologies across the industry.

The holding continues investing in promising startups and innovative projects in MarTech, iGaming, FinTech, AI/ML, and analytics - part of the holding's goal to drive technology development in the iGaming market.

"We provide not only financial support, but also comprehensive expertise at every stage of development," explained Marina Ilina, CEO of PIN-UP Global. "We help transform promising ideas into successful businesses by providing access to technologies, infrastructure, and opportunities for rapid scaling through work with real audiences. Our investment approach creates conditions where every promising project can develop into a large-scale, competitive business."