Yggdrasil: Looking into Market Strategy, Innovation and Recent Releases

BoS: Could you start by sharing a bit about your professional journey in the iGaming sector? What experiences from your previous roles at companies like Stakelogic and IGT have most influenced your approach as Chief Commercial Officer at Yggdrasil?

Jose Simon Kadala:  I have been in the iGaming industry for over two decades, and my experience on those companies gave me an international perspective, a strong understanding of different markets, the challenges on each of them, and a clear view of what partners need to grow successfully.

On a personal level, as a Mexican, I am very much a people person. I believe there is real value in spending time face to face with clients and making them feel part of the Yggdrasil family. That is something I bring with me every day, whether it is opening new markets or strengthening our position in established ones.

BoS: Congratulations on your promotion to CCO in early 2025. How has this role allowed you to shape Yggdrasil's commercial strategy, particularly in terms of partnerships and market expansion?

Jose Simon Kadala: Since stepping into the CCO role in January 2025, together with a fantastic team, we have expanded into new markets such as Brazil, Croatia and further strengthened our presence in important countries like Italy, Serbia and the UK. We are also expanding into the sweepstakes sector in North America and working to bring our successful games to more social casinos, while navigating the complex regulatory landscape across the region.

What has really defined this role for me is the ability to build partnerships across all their verticals and teams, expand market presence, dealing with regulators, and create a long-term strategy together our partners’ C-level in a way that supports the company’s continued success.

BoS: Yggdrasil has made significant strides in regulated markets, including recent partnerships in Latin America with BETESPECIAL and in the Netherlands with Goldrun Casino. What challenges and opportunities do you see in these emerging regions for slots providers?

Jose Simon Kadala: We see emerging regulated markets as a major opportunity for growth, thanks to player demand for high-quality games. That creates a great opportunity for Yggdrasil to deliver the type of content players want, while supporting new operators with the experience, scale, and credibility of a trusted global supplier.

At the same time, one of the main challenges is the regulatory landscape. In these markets, frameworks are often still evolving, which means operators and suppliers need to be ready to adapt quickly. That is also why we developed Game in a Box™ because it gives studios the flexibility to update and adapt content efficiently and in line with local market requirements.

BoS: The iGaming industry is rapidly evolving with technological advancements like AI and blockchain. How is Yggdrasil positioning itself to stay ahead, and what role do innovations play in your commercial decisions?

Jose Simon Kadala: At Yggdrasil, innovation has always been part of our DNA. Our view is that innovation should not be driven by hype, but by real market needs and clear value for partners and players. That is why we take the time to listen to the market before adopting new technologies, and Game in a BoxTM is a clear example of a solution developed in response to our partners’ needs.

Our mission is to Yggdrasil to be recognized not just as a game supplier, but as a technology partner and industry reference, and that perspective is central to the commercial decisions we make.

BoS: Yggdrasil's Game Engagement Mechanics (GEMs) and tools like Game in a Box have been game-changers for studios and operators. Can you discuss how these initiatives are driving growth and what feedback you've received from partners?

Jose Simon Kadala: We have received strong interested around Studio in a Box™ and Game in a Box™ solutions, demonstrating the industry demand for scalable product solutions.

Our GEMs are also a key growth driver, as it enhances the player experience and help titles stand out with original mechanics. In addition, our BOOST tools, including tournaments, missions, free spins, and prize drops, give operators flexibility to increase engagement and retention.

Together, these initiatives are powerful growth drivers, and a key reason why Yggdrasil’s technology stands out in an increasingly competitive market.

BoS: Looking at player trends, what do you think makes a slot game stand out in today's competitive market? How does Yggdrasil balance creativity with player retention in its portfolio?

Jose Simon Kadala: At Yggdrasil, we believe the games that stand out are the ones that feel truly different. Great visuals, audio, and storytelling matter, but also a strong mix of original mechanics, engaging math, and rewarding gameplay. Players today are looking for fresh experiences, not just reskinned versions of games they have already played.

The challenge is that original games take more time and investment to create. That is why we developed Game in a Box™, a new technology that bring games to market in shorter time. It allows us to stay creative and innovative, while also keeping our portfolio fresh.

BoS: Yggdrasil's recent releases, such as Raptor 2—a dinosaur jungle adventure with its evolved DoubleMaxTM mechanics—and MexoMax2 WildEnergyTM MultiMaxTM—have generated buzz. What inspired these titles, and how have they performed in terms of player engagement?

Jose Simon Kadala: Both titles were inspired by the strength of proven Yggdrasil concepts, while giving players something fresh and more evolved in terms of gameplay.

Raptor 2 DoubleMax™ is the sequel to one of our most iconic titles and the first game developed using our Game in a Box™ technology. We enhanced the experience with reel expansion, free spins, and fast-paced cascading action, and it has remaining in the top three since launch.

MexoMax 2 WildEnergy™ MultiMax™ was designed to upgrade a players’ favorite title while introducing two game mechanics that increases gameplay and generates player retention.

BoS: With the momentum from early 2026 hits, what can players expect from Yggdrasil's roadmap for the rest of the year? Are there any new themes or mechanics you're particularly excited about?

Jose Simon Kadala: We’re really excited about what’s coming next on Yggdrasil’s roadmap. One of the big highlights is the launch of Coo Coo Cashoo Lightning LinesTM on March 26, which is the latest core Yggdrasil title. It has a strong nostalgic feel, inspired by 90s animated cartoons, combined with a vibrant 6x7 reel layout filled with mechanical clocks, buzzing gadgets, and the Coo Coo Wild feature.

We have very high expectations for, especially because it’s the first game to introduce Lightning LinesTM a brand-new Game Engagement Mechanic that dynamically changes the number of symbols and winning combinations on every spin. It will bring a fresh layer of excitement and unpredictability to gameplay.

BoS: As CCO, how do you ensure Yggdrasil's games align with responsible gaming practices while still delivering thrilling experiences for slots enthusiasts?

Jose Simon Kadala: As a CCO, I see responsible gaming and great entertainment as complementary, not conflicting. At Yggdrasil, we ensure our games align with responsible gaming principles by having our legal, compliance, and product teams work closely together to make sure every game meets the regulatory standards of the jurisdictions in which we operate. That is how we maintain Yggdrasil’s reputation as a trusted supplier and build sustainable success across markets.

BoS: Finally, for aspiring professionals in iGaming or operators looking to collaborate, what advice would you give on navigating the industry's future, especially in a post-2025 landscape?

Jose Simon Kadala: At Yggdrasil, we are always asking ourselves what we can do different games, whether through a new mechanic, a new technology, or a new BOOST tool. That would also be my advice to professionals in iGaming and to operators looking ahead: always look for ways to stand out and create real value.

Do not simply follow what everyone else is doing. Listen carefully to the market, understand what players and partners really want, and stay true to your own identity.