TotoGaming Collaborates with Pragmatic Play

TotoGaming Collaborates with Pragmatic Play

Pragmatic Play

Rated 97.15/100%

452 Casinos
628 Games | 33 Live Games

All Casinos

Number of games

628

Country

Malta

Founded

2015

• Live Games
• Slots
• Tournaments

A recent development in Armenia's regulated online casino sector has highlighted an evolving trend in supplier-operator partnerships. Pragmatic Play, in collaboration with local operator TotoGaming, created and released a bespoke game titled Journey to the Galaxy. This release is the result of a market-specific competition designed to promote operator-led innovation.

The competition, initiated by Pragmatic Play in 2024, was structured to incentivize operators in Armenia to enhance player engagement using a series of performance-based tasks. The incentive for participating operators was the opportunity to co-develop a game with the supplier, tailored specifically to the winning brand's requirements. The contest aimed to increase platform activity and strengthen the relationship between content providers and operators through direct creative collaboration.

TotoGaming, one of the more established names in the Armenian online casino market, secured the win by demonstrating a multi-pronged approach to user acquisition and retention throughout the competition period. Their internal product marketing team engaged in several campaign experiments to meet the challenge criteria, using the competition as a framework for broader strategic planning rather than a one-time promotion.

According to the company's marketing leadership, the initiative was viewed internally as an opportunity to consolidate existing brand identity with newer digital product strategies. The prospect of participating in a bespoke game's design process was seen as a way to align operational knowledge with creative input. This approach may signal a wider trend in markets where regulation encourages differentiated offerings but limits certain types of advertising and third-party affiliation.

The actual game development process began in July 2024. Once TotoGaming had secured the prize, Pragmatic Play's development team initiated a collaborative design period, using the technical structure of an existing title as the foundation. The focus, however, shifted from mechanical innovation to visual and narrative alignment. Core game mechanics—such as bonus buys and free spins—remained intact, while the surrounding thematic structure was adapted to fit TotoGaming's brand direction.

Rather than build a product that functioned as a generic promotional tool, the teams worked together to create something reflective of the operator's own ecosystem. In this case, TotoGaming framed the title's theme around the concept of a fictional “galaxy” linked to its brand. In this conceptual environment, all visual elements, including company symbols and color schemes, were intentionally designed to represent a continuity between the brand and the slot interface.

The process involved cross-team collaboration not only on artwork and interface elements but also on audio, user feedback loops, and marketing timelines. TotoGaming worked closely with Pragmatic Play's game designers to ensure each game layer reflected the intended branding objective. After an eight-month development cycle, the final product was completed in March 2025.

From an industry perspective, this partnership's significance lies in its structure, not just the output. It is common for operators to license popular slot content and modify visual elements for minor differentiation. However, this collaboration represents a shift toward deeper operator involvement in the early stages of game development. The supplier offers the technological infrastructure, but the conceptual input comes partly from the operator side—a departure from the more one-directional relationships common in global markets.

This type of engagement carries several implications. For one, it may allow operators in smaller or highly regulated markets to bypass the limitations of uniform game libraries by offering content that feels specific to their user base. Secondly, it introduces new frameworks for measuring operator performance, where creative contributions and marketing alignment factor into how content partnerships are awarded.

On the supplier side, the benefits are equally clear. By inviting operators to participate in development incentives, companies like Pragmatic Play gain insights into operator marketing capabilities and solidify local presence through co-created assets. In a market where regulatory compliance and regional identity are often central to success, such collaborations offer operational localization that standardized content often cannot provide.