Snoop Dogg Dollars & Beyond: Alexandr Shavel on the Future of BGaming

CasinoRIX had the opportunity to speak with Alexandr Shavel, Product Owner at BGaming, following the launch of their newest slot, Snoop Dogg Dollars. In this interview, Alexandr shares insights from his decade-long journey in the tech and gaming sectors, reveals the inspiration behind the groundbreaking collaboration with Snoop Dogg, and highlights the importance of innovation in BGaming’s approach. With transparency, adaptability, and teamwork as his guiding principles, Alex gives us an inside look at what it takes to bring unique, celebrity-branded experiences to life in the iGaming world.

Q: Congratulations on the launch of your new ‘star’ slot! It’s gaining visibility quickly, and the excitement is clear. To start, please share a few words about yourself.
How did your journey in the iGaming industry begin, and what led you to BGaming?

A: I’ve been in the IT and entertainment industry for over 10 years. Before joining BGaming, I worked on VR products, including a VR casino, which was a fascinating project that combined technology and immersive gaming. My previous roles, including Research Development Executive and Commercial Director, gave me a strong background in product development and strategy.

BGaming reached out to me, and I was excited to join. I’d always been passionate about product development, so I happily accepted the offer. Now, I’ve been with BGaming for over four years, working on creating unique and innovative experiences for players.

Q: As a Product Owner, you carry significant responsibility. What principles and methods do you rely on to manage processes effectively and achieve strong results?

A: As a Product Owner, I carry a lot of responsibility, and I rely on a few core principles to manage processes effectively and achieve high-quality results. I focus on transparency, flexibility, and continuous improvement, not just on a personal level but as part of our company’s overall values.

In my role leading the Custom Games Department, it’s crucial to have a clear understanding of each project’s goals and boundaries. I make it a priority to gather and analyze feedback regularly, which helps me ensure the product aligns with the client’s needs. This way, I can adjust the development process as needed to keep us on track and deliver a strong final product.

Q: Let’s go back to the beginning: how did the idea to team up with Snoop Dogg come about? Did you always have him in mind, or was there a concept first, and then you found the perfect fit?

A: To be honest, teaming up with someone like Snoop Dogg was beyond what we could have dreamed of at first! These days, he’s not only a globally recognized rapper, but he’s also a serious entrepreneur with a diverse range of projects. He founded Doggy Style Records and has his own film production, a clothing brand, and even a line of alcoholic beverages. Snoop Dogg has also been the lead ambassador for Roobet, so he was a natural choice to be the face of our new game.

On top of that, this collaboration was a natural next step in our long-standing, successful partnership with Roobet. Over time, as we developed branded games and other projects, we’ve built a strong, smooth-working process together and strengthened our partnership. Snoop Dogg was the perfect fit to take this to the next level.

Q: Is this your first time working with a celebrity? How long did it take to sort out all the agreements and get things rolling?

A: Yes, Snoop Dogg Dollars is our first slot game featuring a celebrity. It was developed in close collaboration between our team at BGaming, Roobet online casino, Snoop Dogg team, and Casinolytics, a streaming data analysis platform.

The whole process took about six months. It felt like a bit of a long time, but that’s because everyone involved — from Roobet to Snoop’s team — was actively engaged in discussions and suggested improvements for the game. As with anything good, it takes time to make sure everything’s just right.

Q: For you as a company, is this kind of collaboration more about getting the brand out there, or is it mainly about staying competitive?

A: It’s definitely both. We value collaborations in many ways, and this year, we’ve been focusing on using these partnerships to create high-quality and innovative products. It all started with our partnership with Casinolytics, which helped us launch Aztec Clusters in February — a slot game completely based on data and created by analyzing 10,000 hours of streams.

Now, we’re teaming up with our great partner Roobet, along with their ambassador Snoop Dogg, and once again bringing in Casinolytics to make sure we create a top-tier product. So, this project will definitely help our brand grow and stand out from the competition. 

Q: Were there any bumps along the way with negotiations or the launch?

A: There were a few challenges along the way, but nothing too major. The Roobet and Snoop Dogg teams were very involved at every stage of the game’s development, which was incredibly valuable for us. Their input helped us capture the true essence of Snoop’s vibe in the game. We’re especially thrilled that Snoop himself voiced the game, so all the comments you hear in Snoop Dogg Dollars are his personal touch.

The main challenge was around the approval process. It took some time to gather feedback from all the partners, discuss their input, and then integrate it into the game. But it was all part of making sure the final product was as good as it could be!

Q: What’s different about releasing a slot solo vs. doing it in collaboration with a star?

A: There’s definitely a difference! It was a bit more challenging than our usual process of creating games, but the end result made it all worthwhile. When you’re working on a slot with an online casino and a celebrity, everyone’s involved in the process — giving feedback, suggesting improvements, and sharing their expertise. While this collaboration is really valuable, it also takes more time. But as I mentioned, the final product definitely makes it all worth it!

Q: How tough is it to introduce something totally new to the market? Are partners usually willing to take on a slot that’s a bit out of the ordinary?

A: Introducing something completely new can be a challenge, but in this case, it wasn’t too tough. Snoop Dogg Dollars had an exclusive run on Roobet for a month before its official release, and by then, the game had already generated a lot of buzz. Other clients were eagerly waiting for the main release date to launch it on their platforms.

So, for us, there weren’t any major difficulties in presenting the slot to partners. The process was pretty standard, and if anything, it was even a bit easier than usual. I mean, with someone as iconic as Snoop Dogg involved, it’s hard not to grab attention!

Q: How do these types of collaborations impact the team? Does it boost team spirit and make everyone feel like they’re part of something huge?

A: Snoop Dogg Dollars has significantly impacted the entire BGaming team and has been a huge source of inspiration for us. Every department takes great pride in this game, and there’s a lot of energy around the ongoing promotional campaign across all channels. The team is fully engaged, and we’re all proud of what we’ve created.

Being part of such a major project with someone as iconic as Snoop Dogg is a fantastic experience. It definitely boosts team spirit and makes everyone feel like they’re contributing to something truly special. We’re focused on making sure that as many people as possible in the iGaming get to experience this game!