BGaming chief marketing officer Kate Puteiko explains how a different go-to-market strategy has been pivotal in the success of the iGaming content provider’s Aviamasters title.
After its 2024 release, Aviamasters steadily built momentum.
Initially, it stood on an equal footing with many of our other games, with little lobby visibility or media attention. In 2025, it became our number-one game for customer acquisition, accounting for 12.27% of our company’s GGR. It has also consistently outperformed many of our other flagship titles, such as Bonanza Billion and Snoop Dogg Dollars.
So, how exactly has this happened? How did BGaming manage to take a relatively lesser-known title from our catalogue and turn it into our biggest hit and a viral sensation?
The answer lies in a different go-to-market strategy.
Our step-by-step strategy
Before launching a large-scale promotion, we carefully analysed Aviamasters’ game performance.
While the game was not heavily featured in casino lobbies, it continued to show steady organic growth. Player retention remained strong, and engagement metrics suggested the game could reach a much wider audience.
At the same time, we began to notice an organic rise in player interest around the game, growing mentions in communities, early creator experiments, and increasing engagement that hinted at a broader trend forming around the title. These signals indicated that the product itself was strong; it just lacked visibility.
Interestingly, some forward-thinking casinos had already noticed these metrics and were experimenting with placing the game in prominent positions in their lobbies, further confirming our hypothesis that the game had untapped potential.
At that point, it became clear to us that Aviamasters was not plateauing, it was consistently growing. The core challenge was not the product, but visibility. The game needed more traffic and broader exposure. This realisation led us to focus on affiliates, streamers, and direct community engagement as the most effective channels to scale awareness.
We decided to approach the launch through a structured strategy focused on affiliates, streamers, and community-driven distribution.
Step 1 – Customer discovery and affiliate interviews
Our first step was direct conversations with affiliates.
Rather than approaching them with a ready-made pitch, we conducted informal customer discovery discussions to understand their needs and challenges. The goal was to identify their ‘jobs-to-be-done’: which content performs best for them, which formats generate traffic efficiently, and where they see gaps in the market.
These conversations helped us understand that affiliates were actively seeking games with high engagement and viral reach, particularly on platforms like TikTok and streaming channels.
During these discussions, we also identified strengths of the game that we had not initially considered strategic advantages. For example, Aviamasters was rarely blocked by many content platforms and advertising filters due to its visual design and presentation, making it easier for affiliates and creators to distribute and promote the game across different channels.
Step 2 – Repositioning the product
Based on this feedback, we refined Aviamasters’ positioning.
Instead of presenting it simply as another casual game, we framed it as a tool for generating viral content and audience engagement. The physics-based landing mechanic made the game particularly suitable for streaming moments, reaction videos and short-form content.
Another key advantage of the gameplay is the layered anticipation it creates. Each flight builds tension step by step; the climb, the multipliers, the threat of rockets, and finally the landing moment itself. This multi-layered anticipation structure naturally produces strong emotional reactions, making the game particularly compelling for streamers and audiences watching live.
This repositioning shifted our focus to the top of the funnel, and awareness. Our objective was to introduce the game to a broader audience through trusted community channels.
Step 3 – Test campaigns and data collection
To validate this positioning, we launched a series of targeted test campaigns designed to increase awareness around the game.
The goal was not immediate monetisation, but collecting the metrics that matter to affiliates: search interest, social media reach, engagement levels and content performance.
These early campaigns produced exactly the signals we needed. Social mentions increased, search demand began to rise and the first wave of creator content started to appear. With these publicly verifiable indicators, Aviamasters could now be presented as a data-backed opportunity rather than simply a promising product.
Once the initial proof points were established, we expanded outreach to a wider network of affiliates and creators.
The response was immediate. Major creators began producing content around the game, and smaller channels quickly followed. This created a snowball effect, significantly increasing the game’s visibility. In total, over 200 videos were created across social platforms, reaching more than three million viewers.
At this stage, Aviamasters had effectively become a community-driven title, with organic content continuously introducing the game to new players.
B2B Expansion and Operator Adoption
While community growth was important, our ultimate strategic objective remained the B2B sector.
We had a clear understanding of how operators evaluate new games. They pay close attention to social proof: viral reach on social platforms, rising search demand and publicly visible engagement metrics. The activity generated through affiliates and creators provided exactly these signals.
Once these indicators became visible – millions of views, growing social engagement and rising search interest – presenting Aviamasters to operators became significantly easier. We were no longer introducing a new title; we were offering a product that had already demonstrated clear player demand.
More importantly, Aviamasters proved itself not just as a game but as a reliable source of player traffic. Operators could see that the game was actively attracting audiences through social platforms and creator ecosystems, often bringing in players who were not necessarily engaged with traditional crash titles.
As a result, Aviamasters quickly gained traction among operators.
One of the most notable examples was Stake. Aviamasters naturally found its place in the lobby and remained among the platform’s top-performing games for an extended period, demonstrating that it could sustain long-term player interest without artificial promotion.
Another major operator, Shuffle, commissioned an exclusive branded version of the game. This momentum continued as additional partners adopted customised versions of Aviamasters, including BC Game, TotoGaming, JetTon, and Gamdom.
The game’s simple design also made reskinning straightforward, allowing operators to integrate the title into their brand ecosystems.
One of the most important outcomes of this strategy was the development of momentum and community around the game.
Aviamasters’ organic growth began to sustain itself, with players discovering the game through creators, sharing their own experiences online and contributing to a growing cycle of user-generated content.
Our internal data clearly reflects this impact. During a five-month period in 2025, more than a year after the initial release, Aviamasters recorded:
- +1,213% growth in active users
- 450,000+ social media mentions
This kind of sustained momentum is rare. Many games experience a brief viral spike before fading from attention, but Aviamasters continued to grow steadily over time.
A Lesson in Strategic Risk
It would be easy to dismiss Aviamasters’ success as a lucky coincidence; a game that happened to appear at the right time and capture the attention of the right audience. In reality, it was the result of continuously adapting our go-to-market strategy to the signals we were receiving from players, affiliates and the market.
By prioritising community-driven discovery, working closely with affiliates and using publicly verifiable data to build credibility, we created a marketing engine capable of sustaining long-term growth.
The iGaming landscape continues to evolve, and as streamers and creators become increasingly central to player acquisition, strategies that harness community influence will become even more valuable.
For the team at BGaming, Aviamasters represents one of our proudest achievements – proof that a different marketing approach can transform a promising product into a global success.
Kate Puteiko, chief marketing officer at igaming content provider BGaming
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