Popiplayis one of the newest companies in the firmament of online gambling game production, which was founded in 2022. The main activity of the company is the production of video slots, which feature a characteristic cartoon design that distinguishes this studio from its competitors. Despite its youth, the company has set a course for active development and market positioning, with nearly 40 games available as of the day of composing this text (May 2024). Popiplay has no other offerings besides video slots—not even a single crash game (these games are gaining traction in 2024 among the younger audience).

Below, we will look at Popiplay’s products, its founders (primarily Nikola Teofilovic, who has extensive business experience), the games it produces, and the casinos in which it operates. You will see that market newcomers can indeed rapidly develop, successfully paving their way in a market currently dominated by large and well-known companies.

Company Overview

The Popiplay studio was co-founded as a company by Nikola Teofilovic, Masa Pajkovic Madden, and Stanko Micic in June 2022. Mr. Teofilovic, the main co-founding partner, was born in Serbia in 1976 and has an extensive professional background:

  • Former Vice President of AskGamblers at Catena Media Plc., former General Manager at Catena Media Serbia.
  • Member of the board at Plato Money Ltd.
  • Former Chief Executive Officer at Twintip Insights AB.
  • Former Senior Investment Manager at JKR Investment Group.
  • Director at Schibsted Forlagene.
  • Co-founder and the Chief Business Officer at Popiplay.
  • CEO and co-founder at Speed Media Group.
  • Founder at Nutraceutical Investments Sweden.
  • Investor at Lepigen®.
  • Head of Business Development & Sales Manager at reco.se.
  • Head of Marketing and Partner at Mobispine.
  • Co-founder and Board Member at Plato Money.
  • He was also a speaker at various events, in particular, See Gaming Forum, and an author of several articles.
  • Education: Harvard Business School Online at Uppsala University, Stockholm, Sweden; Business Administration and Economics at Uppsala University.
  • He speaks 7 languages: Danish, Norwegian, Swedish, English, Serbian, French, and Russian.

In general, as of 2024, he has 20+ years of collective experience in various telecom, Internet, media, fintech, iGaming, financial, tech, and entertainment companies.

Although Mr. Teofilovic does have a background in sports because he was a pro athlete in handball and football, he is not to be confused with the same-named footballer, midfield at Serbian Mali Mokri Lug football club Nikola Teofilovic, who was born on March 1, 2001. 

Mr. Teofilovic lives today at his primary location in Belgrade, Serbia, although Popiplay game development studio was founded in another country; his other businesses and spheres of interest are located in multiple countries, across continents.

The Popiplay Company employs 45 people as of mid-2024. Its full legal name is Popiplay PP Solutions N.V. (under which it is registered in Curacao as a gambling game provider), and the company is legally incorporated in the Netherlands, with the servers of its website www.popiplay.com physically located in Tempe, Arizona, the US, where they work on behalf of the domain registrar company DomainsByProxy.com.

The company’s motto is “Love at first spin”, which shows not only the fun the gamesters of all kinds will have after they start playing Popiplay’s games but also the dedication of the company’s employees to their craft. 

Popiplay positions itself as a premium brand with top-quality slots. Since the company’s self-identification focuses exclusively on slots so far, it is unlikely that this focus will shift to other types of games anytime soon. The company’s approach to game development is based on placing the player at the center of the gaming experience, ensuring that game streamers also feel good when creating their video streaming content, and ensuring that there are no gaming platforms for which the company’s products are unsuitable.

The company is dedicated to following all modern gambling trends and producing easy-to-play slots, which are called to revolutionize the industry, which, indeed, needs a little bit of shake to become more suitable to the modern pace of life.

Since its founding, the company has established a high pace in slot development and an emphasis on active media presence. In 2024, the company can be seen at ICE London, and in March 2024, Popiplay began a media partnership with AskGamblers, including nominating its slots for awards in several categories from this company. Almost from the day of its founding (or even earlier), the Popiplay Company has focused on partnerships with game integrators to ensure that Popiplay games appear in online gambling establishments that source their game catalogs from integrators rather than working with each game developer individually (this model is preferred by modern online gaming clubs). To do that, Popiplay partners with SlotCatalog.com, SlotsJudge, SoftGamings, Slotegrator, and others.

Specialization in Casino Games

The games of Popiplay development studio are found today in over 200 online gambling establishments around the world, including such famous names as Ivibet, Vulkan Vegas, 7bit, Playamo, King Billy, Vavada, 1Win, JustCasino, Lucky7, JooCasino, WooCasino, MegaSlot, and Playfina.

The company specializes in making video slots, which have various mechanics of symbols appearing on the screen: in lines and in clusters. The symbol structure on the playfield varies from 5*3 to 7*7, featuring 15 to 262,144 paylines. Wager limits are pretty much classic for the market, as they begin with €0.10 per spin, getting up in most cases to €50. High RTP is a method of punter attraction to slots of Popiplay: it ranges from 96% to 97.2%.

Since the studio has a B2C license from Curacao, all its games are Curacao-certified. We currently do not have information on whether Popiplay plans to expand to markets where other gambling licenses are required. 

Thanks to the strategic cooperation with the SoftSwiss Company, which is one of the world’s largest gambling integrators, all 30+ Popiplay casino games are available to gaming venues around the world upon request. The two started cooperating already 6 months after Popiplay was established, in late 2022.

The slot games by Popiplay have such bonus features as:

  • Sticky wilds
  • Expanding reels
  • Cluster pay
  • Bonus games within games
  • Multipliers
  • Free spins
  • Dynamic reels
  • Turbo spin
  • Expanding wilds
  • Risk features Chance x2 and Chance x3 (to win more but gamble riskier).

The game catalog of Popiplay is being replenished more than 20 times a year because the company is dedicated to delivering more than 1 slot per month. Sometimes, 2-3 slots, if possible. The average speed of releasing new games is 1.6 pieces per month. That is thanks to its strong current focus on rapid growth to win a solid market share and become one of the industry leaders in upcoming years. Although the titles of Popiplay are not well-known yet, they are gaining traction. Here are the current products of Popiplay that are already available across 200+ gaming clubs:

  1. DogMasons G.O.A.T.
  2. Axe Max
  3. Wild Wild Steel
  4. Mon3yscript
  5. Anaki Skywalkers
  6. Xperiment Gold
  7. Money Mansion
  8. Master of Lightning
  9. Angry Fruits Xpress
  10. Ninja Frog
  11. Gamba Mamba
  12. Sons of Monarchy
  13. UFO Joe
  14. DogMasons MegaWoof
  15. Wild Wild Bank
  16. RavenBjorn
  17. Spinguin
  18. Five Guys
  19. UniPopCorn
  20. Keys to the Sea
  21. Tik Tak Toad
  22. Store Wars
  23. MoneyFest
  24. Fish and Cash
  25. Wild Wild Gold
  26. Sweet Punks
  27. Creepy Ink
  28. Double Diamond Night
  29. Guns & Dragons
  30. Xmas Crash
  31. Arctic Fish and Cash
  32. Slotham City
  33. The Cipollino
  34. Wild Witches
  35. Detective Donut
  36. Gates of Anubis
  37. Lime Time
  38. Dream Diner.

The focus in game-making is cartoon-style visual design and excellent sound design. Not a single slot game by Popiplay was made with realistic (movie-like or life-like) design: they are explicitly cartoonish, with not many details and shadows, and made in a simplistic style. Sometimes, it even feels outdated thanks to its deliberately perfunctory visuals. We’re not saying it is unheeding or slapdash but it is rather easygoing and blithe. If that is what was sought after by the Popiplay’s team leads, they have certainly nailed it. Today, every single piece of Popiplay has an HD-quality picture. The games are supported across all modern devices and operating systems, being suitable for punters with all budgets.

Technological Expertise

Popiplay uses various technologies to produce its games: Unreal Engine, Unity, Adobe Photoshop, Illustrator, Autodesk Maya, Blender, 3ds Max, C++, C#, JavaScript, SQL databases, AWS, Microsoft Azure, cryptocurrencies integration tools, specialized APIs, and SDKs.

These all provide necessary multiplayer and social features, quality assurance and compliance, cryptographic protocol usage, backend, frontend, and database management, animation, game engine usage, elaborating on the graphics, and other necessary features of modern gambling games.

Popiplay does not currently use AR or VR technologies in its slots. The usage of AI in Popiplay is currently pursuing several goals:

  • Content generation and asset creation
  • The provision of security and fairness
  • Enhancing gambling content and design to make games more balanced
  • Quality assurance
  • Fraud detection.

These provide the company’s commitment to high-quality graphics, sound, gameplay, and UX.

Clientele and Partnerships

The network of clients and media partners of Popiplay is constantly growing, as the company has focused on its media presence and active expansion since day 1.

The collaborative ecosystem of partners of various kinds, besides media, includes these companies (in addition to the previously mentioned online gambling establishments, which have Popiplay’s games in their catalogs): Stake, 13Bets, 20Bet, 22Bet, N1Bet, NationalCasino, Oshi, pin-up.ua, Revoada, Shadowbit, Skycrown, Slotum, SlotVibe, SpinFeverCasino, TonyBet, Wild Blaster, Winning Days, Yoju, ZotaBet, Bounty, BrillX, TurboCasino, FriendsCasino, and Selector. 

The network of media partners is also not too little: SlotCatalog.com, BoomAff.com, Slots.Info, SoftGamings, CasinoGuru, Cryptolists.com, bitcoincasinokings.com, iGamingPub, qasino.fun, OCRGermany, ClashOfSlots, 777PlayCasino, and GamblersPick. 

According to some clients’ testimonials, Popiplay is a company, with which, it is extremely easy to work and which performs really well. Also, they find Popiplay’s games thrilling and highly engaging, which bring a high value to bets, making them a more joyous pastime. 

Market Impact and Recognition

Since only around 2 full years passed since the company’s foundation, the list of awards and nominations hasn’t started to form yet. As of this point in time, the Popiplay Company received a nomination for its Wild Witches slot as the best slot of the year. Also, it was nominated as the Rookie of the Year by SlotCatalog.com in 2024.

As of the time being (mid-2024), Popiplay’s games are presented in 200+ online gaming parlors around the world, mainly thanks to partnering with gambling game aggregators, such as SoftSwiss. Although there are no exact details about the market share and reach of Popiplay today, the extrapolative data of their presence makes it possible to presume that the games of Popiplay are potentially available to millions of punters. 

Whilst it is challenging to provide exact data, we can guesstimate based on the average numbers. There are 129.5 million online casino users globally in 2024. There are also 5,098 known online gambling establishments as of the beginning of 2024, which makes it 25,402 users per average gaming parlor. 200 of them make it 5,080,424 people—that’s the potential number of registered users, to whom, games of Popiplay are available today. Given that the core of active punters is around 10% at most, and 2% at least, the active user base of Popiplay’s games varies between 102 thousand and 508 thousand people a year, making it up to 13.4 thousand active players per 1 game released by Popiplay on average.

Future Plans and Vision

The share of games released by this game-making studio increases faster than competitors release their novelties to the market. If the speed of releasing new pieces by Popiplay continues this high, we should see their 100th game in 3 years and 4 months (in late 2027). Having 100 games is considered pretty serious in the gambling market. 

We see that Popiplay is taking the industry by storm, working more efficiently in releasing new games than the market. If the company starts to act in the field of mergers and acquisitions, we will see Popiplay buying competitive companies in the upcoming years. For now, their focus is on purely organic growth.

Conclusion

Popiplay is one of the young, ambitious, workaholic, and innovative companies. They make only one kind of game — video slots, focusing on quality and quantity, releasing on average 3 new games every 2 months. Being registered in 2022, the Popiplay Company already has 38 game releases as of mid-2024 and strives for organic growth and development thanks to the fuss in the media. Its active cooperation with game aggregators makes it possible to spread its games to 200+ online gambling establishments, which is quite good for a rookie. A very solid rookie, to say the least.

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