ICONIC21 is broadening its position in the iGaming content market as it expands beyond its live casino roots. Its portfolio now includes live casino, slots, RNG and virtual games, supported by dedicated studios, promotional products and custom content for operators.
Chief Product Officer Edvardas Sadovskis said product development starts with testing whether an idea has a genuine market or portfolio gap. The company also considers operator feedback and previous performance before committing a concept to its roadmap.
AI Dealer Adds Interaction to RNG Blackjack
The company’s latest experiment, iDealer Blackjack, combines an RNG blackjack table with an AI-powered dealer developed with RAVATAR. Sadovskis said the concept emerged from a gap between traditional RNG blackjack and live casino.
Players who prefer RNG games can avoid a live table, while those seeking more interaction may want something beyond a silent digital experience. iDealer Blackjack attempts to occupy that space by adding an AI dealer that players can speak with.
Early behaviour has produced an unexpected result. Sadovskis said players have used the dealer for conversations that include trivia, history and world events, as well as jokes.
“The behavior surprised us.”
He added that players appear more comfortable interacting because they know the dealer is artificial. According to Sadovskis, the reduced social pressure has encouraged behaviour that the company did not specifically plan or script.
The experience has also influenced how ICONIC21 views AI within its product strategy. Sadovskis cautioned against treating AI as a broad development direction, saying its current use in slot production remains limited and requires substantial review. He described iDealer Blackjack as a more specific area for continued testing based on observed player behaviour.
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Custom Games and Football Mechanics
ICONIC21 also continues to develop content around individual operator requirements. The level of involvement can vary, from executing a fully specified branded product to developing the concept, mathematics and player journey alongside a partner.
Sadovskis said this process depends on the operator’s knowledge of its audience and the information available to the development team. The company combines those insights with its own data when shaping a game.
That approach is also visible in Soccer World Championship, which builds its central mechanic around a penalty shootout. The Penalty symbol becomes an Expanding Wild and triggers a duel between a striker and goalkeeper, with each carrying a multiplier ranging from 2x to 100x. Two bonus modes extend the same football-based concept.
ICONIC21 is also increasing its slot output. Sadovskis said the company began releasing four slots per month and is moving toward six, while its Gravity series is expanding alongside further RNG and live products.
“I’m a believer in trying a direction and feeling how it performs, rather than deciding everything on a whiteboard first.”
The company plans to continue testing new concepts while assessing how players respond to emerging formats and technology.
Source:
“Iconic21 Post LinkedIn”, linkedin.com, September 19, 2026