Ivan Kravchuk
Chief Executive Officer at Evoplay
Fedir Havlovskyi
Founder & Executive Manager at SlotCatalog
How did the idea for a joint campaign around Uncrossable Rush, a game combining arcade elements with gambling mechanics, come about, and why this direction?
Ivan Kravchuk: As a B2B company, we continually seek new ways to engage our audience more effectively. A key part of this is to genuinely understand what players want and what new experiences we can provide. The concept for the game was shaped by SlotCatalog’s analytics, combined with our own expertise in game development.
Fedir Havlovskyi: Over the past few years, we have observed a growing demand for instant, skill-based gambling experiences. At some point, we felt the urge to get involved not only as spectators but also as creators. That is when the collaboration with Evoplay began.
For us, it is an exciting example of data-informed creation, and we believe it won’t be the last. Collaborations like this offer valuable insights into how we can better connect with different segments of our audience.
We had already admired their work, and once we started exchanging ideas, it quickly became clear that we were on the same wavelength. We are thankful to the Evoplay team, as they are open to experimentation and innovation, and possess the experience and agility to turn ideas into reality swiftly.
What role does each of you play in bringing Uncrossable Rush to life?
Ivan Kravchuk: I’d say that everyone brought their strengths and performed at their best. SlotCatalog approached us with an idea based on careful data analysis and well-considered insights.
Evoplay then took the lead in developing the game itself, its title, and overall concept. Now, we are entering the final stage: the marketing campaign, which is just gaining momentum. This phase requires a collaborative effort to achieve the best possible results.
Fedir Havlovskyi: We presented the initial idea and vision for the CrossyRun™ mechanic, inspired by trends we had observed across markets. Evoplay, in turn, managed the development from start to finish and brought that idea to life.
Our main focus now is promotion. We are the partner managing the PR, exposure, and continuous support across various marketing channels. That is where our strengths lie, and that is the area we are fully dedicated to now that the game is live.
What makes Uncrossable Rush stand out from traditional casino games? What are its core mechanics and standout design features?
Ivan Kravchuk: The instant games category has always been a space for the most experimental mechanics, and importantly, it permits them. With slots, players know what to expect. The same applies to table games. More recently, we have observed the rise of crash games as a distinct category, and again, these have clear expectations. But what distinguishes instant games is their openness to innovation.
So, what is Uncrossable Rush? It is a new instant game inspired by a once hugely popular title from the mobile gaming world. This is not the first time the gambling industry has drawn inspiration from traditional gaming, and it certainly won’t be the last. In fact, Evoplay is well known for this approach; we have developed many standout titles based on classic gaming mechanics, such as Adrenaline Rush, Hot Slice, and more to come.
Fedir Havlovskyi: It is a crash-style arcade game where players control a chicken crossing a 24-lane highway. Unlike traditional slots with reels and paylines, this game offers a different experience. Each step forward boosts the win multiplier but also increases the risk of being hit. What makes it unique is the sense of full control players have. They can choose when to move, when to stop, and when to cash out.
It is also a game that can be explained to a new player in just a few seconds. The CrossyRun™ mechanic is intuitive and straightforward, especially for those familiar with casual mobile games. That low barrier to entry makes it ideal for onboarding new gamblers.
Who is the main audience for Uncrossable Rush, and what drives their interest in this style of gameplay?
Ivan Kravchuk: This generation of players has grown up with video games, forming a modern audience that continually seeks out novel and engaging experiences. Their familiarity with gaming fosters an eagerness for innovation, making it crucial for developers to surprise and captivate them.
As a result, many game designers are inspired to create entirely new and unique gameplay mechanics tailored for these players. Understanding that today’s gamers have high expectations, developers aim to push the boundaries of traditional gaming. By introducing innovative features, they can keep this audience excited and engaged, fostering loyalty in a rapidly evolving gaming landscape.
Fedir Havlovskyi: At SlotCatalog, we have noticed a clear global trend of player interest shifting towards games with cross-the-road-style mechanics. The traffic we observe confirms there is growing demand for this type of gameplay, and CrossyRun™ games directly satisfy that demand. We mainly target players aged 18 to 40, who grew up with mobile games and arcade runners. Many are already familiar with crash games, so Uncrossable Rush feels intuitive from the first click.
What motivates them is the feeling of complete control over decisions, strategic gameplay, and immediate rewards. Interestingly, the arbitrage community also seems to prefer this type of game, where strategy and risk management are vital. It might look very simple at first glance, but when you include different difficulty levels, autoplay, auto cashout options, and betting strategies, it becomes quite complex.
In today’s competitive iGaming space, what’s the key to both developing a standout title and ensuring it reaches the right audience? Feel free to share your recipe for success.
Ivan Kravchuk: On one hand, the goal is to research the audience and create a game tailored to their preferences; on the other, it’s about finding the right audience for the game you’ve developed. It’s a kind of magic, involving considerable effort and a wide range of specialists, from data analysts to marketing teams.
Beyond building a high-quality product, a significant challenge is delivering that product to the players it was truly meant for. Sometimes, that connection happens quickly, but in other cases, it can take years. Some games only find their audience well after launch. And Evoplay has excellent expertise in establishing this “gold” connection.
Fedir Havlovskyi: In today’s iGaming space, building a great game isn’t enough. You can have the most brilliant concept, but without proper positioning and promotion, it might never take off. That is the reality. For us, the recipe for success is 50% building something fresh and relevant, and 50% making sure it gets seen by the target audience. That is precisely where SlotCatalog comes in.
Through the years, we have seen great games fail simply because they didn’t get that initial push. That said, we have also witnessed mediocre titles explode thanks to brilliant promo campaigns. That is why we always emphasise that marketing is non-negotiable.
We are ready to put our platform and promotional tools behind ideas we believe in. And yes, SlotCatalog is always open to new partnerships and creative experiments. Let’s talk!
Lastly, how are you finding this collaboration so far, and are there any ideas already brewing for future joint projects?
Ivan Kravchuk: We are very pleased with the collaboration process we’ve had with SlotCatalog. Each stage of our partnership has been positive and productive, allowing us to make significant progress together.
As we look to the future, we are confident that even more innovative ideas will emerge from this collaboration. At Evoplay, we are dedicated to continually enhancing the experiences we offer, both for our players and our partners. We believe that by working together, we can deliver even greater value and excitement in the gaming industry. We're excited to see where this journey takes us!
Fedir Havlovskyi: It has been a genuine pleasure working with Evoplay. Their team is skilled, inventive, and always receptive to collaboration. From the very start, they embraced the idea with enthusiasm and a proactive attitude. Not every studio is willing to experiment or build something from the ground up with an affiliate, but they did, and we’re very thankful for that.
To be honest, we wish more studios would approach partnerships this way. Too often, companies underestimate the importance of marketing and affiliate relationships. It might not be immediately apparent, but in the long term, that kind of neglect can really hinder progress!
As for what’s next, Uncrossable Rush is just the beginning for the CrossyRun™ mechanic. More titles are on their way, so stay tuned!
