Inside Belatra’s Playbook: From Mummy Universes to AI Driven Games

_{Mikhail Voinich is forging a path in the iGaming industry. (Image: Belatra)}

Mikhail Voinich’s journey into iGaming isn’t your typical career story. With a background in software engineering and marketing from the Belarusian State University of Informatics and Radio Electronics, he first revved up his professional life in the automotive world, working in marketing for an official BMW dealer in Belarus.

Today, he channels that same energy into his role as Head of Business Development at Belatra Games. Known for his curiosity, drive, and wide network across the iGaming landscape, Voinich thrives on launching bold new ideas and learning from every step, whether it leads to success or a reset. He’s passionate about solving problems, connecting people, and pushing the industry forward.

We began by asking Voinich about Player Trends: What types of slot mechanics and features are players most excited about in 2025?

“As I like to say, this is all about gamification, personalisation, and either immersive slot mechanics or community-driven content. In 2025, players are most excited by mechanics that produce interactive experiences, breaking free from the traditional, repetitive gameplay."

"We are noticing massive engagement with features where players make strategic decisions that determine the whole experience. Players are bored with just watching, they want to take an active role and influence.

"Think of our latest favourite, Fortune Mummy, a three in one format, with different features and modes, rotating and functioning simultaneously. So, for 2025, we’re pushing this further into what we call “branching narratives”, making every playthrough feel unique.”

He adds that players now demand more than mere surprises, they want to feel a sense of progression:

“Another great example is gamification. In 2025, players have a higher threshold for excitement. They love the classic setup but still crave unexpected moments. It’s all about achieving a goal, not a surprise that is granted. 

This philosophy is at the core of who we are at Belatra. With a land based past, we have a deep respect for the history of slot machines, but we remain relentless in our mission to reinvent them for the modern player.”

Recent Hits, What’s Connecting with Players

When asked which recent titles have struck a chord, Voinich cited two standouts:

One is their Mummy Universe series, games that are connected through a shared narrative. 

“The main hero, the Mummy, travels from one world to another, connecting different games through a shared storyline and evolving design.” 

This approach, he says, helps build emotional continuity across game launches.

The other is Blast the Bass. Voinich describes it as a fusion of mechanics and music: “The game perfectly combines immersive mechanics with an upbeat atmosphere, appealing to a new generation of players who value both entertainment and aesthetics.” Vibrant visuals, rhythmic gameplay and a strong sonic identity are part of its appeal.

Together, these titles reflect Belatra’s ambition: not just to launch games, but to craft experiences that linger in players’ minds.

Technology & Transformation: AI, Blockchain and the Bigger Picture

We pressed Voinich on how emerging tech is shaping slots. He responded:

“In my opinion, AI and blockchain are not just affecting slots development, they are fundamentally changing the whole iGaming ecosystem, including our pipelines all the way to the players’ experience."

"At Belatra, we do not consider these technologies as a passing trend, but as a crucial tool to provide authentic and engaging entertainment. With a carefully considered use of AI to enhance gameplay, personalisation, and promote fairness and trust, we are confident that we will continue to shape the future of iGaming in the years to come.”

He sees AI moving beyond back-end optimisations: games will be more reactive and adaptive. Meanwhile, blockchain has potential for transparency and trust, especially in proving fairness or enabling new reward systems.

Regional Nuances - Europe, Latin America & Beyond

Belatra works across multiple geographies, and Voinich acknowledges that preferences differ:
•    Europe is viewed as a mature, discerning market. “A substantial portion of the players are interested in traditional, high volatility slots with attractive bonus features and strong storylines. Europe is a mature market, so players are discerning and often seek out game providers they know and trust.”
•    Latin America is rising fast as a mobile-first, expressive market. “Players tend to enjoy bright, colourful themes and active gameplay. We’ve found that strong narrative hooks and familiar game mechanics are particularly effective.”
•    In all regions, mobile-first design is non-negotiable.

He also notes that because Belatra has operated in both land based and online spheres, they bring lessons from physical casino behaviour to digital design. Belatra started as a land based slot producer in 1993 and later moved into online games.  

The Road Ahead: Five-Year Trends

When asked where slot design is heading over the next five years, Voinich listed three anchors:
1.    Hyper-personalisation - games that adjust in real time to a player’s behaviour, mood, or preferences.
2.    Video game–style gamification - more narrative, levels, branching paths, and player agency.
3.    Immersion through tech - AR, VR, social and multiplayer features, and perhaps new hardware.

He believes VR will take longer to mainstream because of hardware constraints, but AR offers a more accessible route: 

“Players are able to interact with slots differently, such as projecting a bonus game or jackpot animation on a coffee table.” 

He sees mobile as the baseline, AR as a value-add, VR as premium.

Through it all, he insists the core of a slot should not be lost: “the essence of the slot game is not lost: the basic excitement of the spin and the chance of winning. The emphasis at Belatra will be on how we can make use of these new tools to augment that old, strong moment, and not to replace it.”

Responsible Gaming & Regulation

On player wellbeing, Voinich says the industry must evolve from reaction to design:

“Yes, there is always room for improvement. In fact, the industry has a moral as well as a commercial necessity to improve its philosophy regarding responsible gaming and the well being of its players.”

He argues that responsible gaming should be built in from day one, not tacked on later. He also advocates sharing data, best practices, and greater education across the industry.

In terms of regulation, Voinich views tightening rules as a beneficial challenge rather than a constraint:

“Regulatory changes across any market are definitely shaping how we approach our global growth strategy, and we always see that as a positive challenge rather than a limitation.”

He adds that constraints can push developers to be more creative, “when boundaries are defined, true innovation finds a way to thrive within them.”

Strategy, Partnerships and What Sets Belatra Apart

Partnerships with operators and aggregators are central to Belatra’s business model. Voinich says they provide distribution, local knowledge, and technical integration: 

“Our partners are the channel through which we can connect our games with an international audience.”

He cites collaborations with Hub88, Alea, and customized operator-specific content like BitStarz Treasures.

As for Belatra’s differentiator, he sketches a holistic identity:
•    A legacy of more than 30 years (since 1993) gives Belatra deep understanding of both land based and online gaming.  
•    A player-centric and scientific design philosophy rather than mass-market volume.
•    Flexibility: for example, introducing crash games like Goose Boom Bang or features like Craft Bonus, which allows players to build a customized bonus round.
•    Strong, personal relationships with operators, not just transactional ties.

Long-Term Vision

Voinich’s long-term vision for Belatra is steady evolution rather than chasing fads. He frames it around three pillars: global competitive presence, continued tech and design innovation, and sustainable growth rooted in partner relationships.

He says Belatra intends not just to be another game provider but to be a creative partner, constantly evolving, with respect for tradition and sharp eyes on emerging trends.