A rebrand, new leadership, and a significant strategic shift. iGP has been busy in the last 12 months. CEO Jovana Popovic Canaki sat down with G3 during ICE 2025 to reflect on the company’s trajectory and discuss a new retail gaming solution.
Jovana Popovic Canaki joined iGP as Deputy CEO in June of 2024, bringing extensive experience from notable companies such as Bragg and Aspire Global where she excelled in building partnerships and overseeing significant product launches. At the turn of the year, iGP announced a strategic realignment, appointing Canaki as the new CEO in a shift that included discontinuing iGP’s white-label solutions to focus exclusively on B2B services.
“I’ve followed the company since its founding and already knew a lot of the people working here. However, it’s been a new perspective for me since joining and getting to know the business from the inside. I have admired from afar how the company has progressed year to year. It all starts with the tech, which is very robust, super reliable and offers the ultimate flexibility.
“I’m a not tech person, but I’m a bit of a tech geek. I love the products that we’ve built and I’m relishing the chance to bring our offering to a wider audience. However, no matter what great tech, products or integrations you have, none of it comes to life without people.”
iGP has four offices in three countries – Malta, Croatia and Montenegro. Born in Serbia and having spent 14 years of her life in Slovenia, traveling to each of these offices every couple of months has a homely feel for Jovana.
“I moved to Malta four years ago, so naturally I miss home. I’m a nostalgic person. So, even from a personal perspective, this role works well for me.”
RETAIL
The big product news going into ICE was that the iGaming platform and aggregator supplier was expanding its offerings to include a comprehensive retail gaming solution. This development, Jovana explains, is to create a seamless and rewarding omnichannel experience for both operators and players.
“Why do we do things that we do?” Jovana muses. “Not for ourselves, but for the client and players. We identified a gap in the retail market for an offering that is almost completely hardware agnostic. Our new offering can go onto tablets, laptops, desktops – anything.”
A core component of iGP’s retail solution is the Agent System that enables operators to efficiently manage networks of agents, sub-agents, and players across multiple locations. This system simplifies the complexities of retail gaming, from setting permissions to real-time performance monitoring.
Players can access their online accounts directly within retail venues or opt for anonymous play through self-service terminals, bridging the gap between digital and physical gaming environments. Terminals will facilitate crypto transactions, and plans are underway to develop crypto ATMs, providing enhanced functionality and new engagement avenues for players.
“On top of all this, we were being asked by clients, particularly in South America, for a proper omnichannel that goes across all verticals. Of course, there are already many great products out there, but we think we can bring a fresh perspective that combines any vertical with our PAM and a retail solution agnostic to anything.
“On top of this, we offer the flexibility to localise the whole solution in an easier, faster manner tailored to the exact market. For example, not just South America, but differentiating between individual markets such as Chile, Peru and Brazil.”
ICE BARCELONA
Our interview is taking place the morning after iGP hosted a networking event at Fàbrica Moritz, a modern brewery in the heart of Barcelona – conveniently located a few minutes’ walk from G3’s hotel.
“ICE is always a great opportunity to meet all our existing clients and partners who we always give priority to. Product-wise, interest has been about everything we have in the portfolio, but if I were to name a couple, I’d say the PAM and the crypto solution. We have launched one brand and are about to launch two more. Watch out on February 17 when there’s an announcement that we’re really looking forward to share! On the aggregation side, iGaming Deck is increasingly attracting interest as it slowly but surely takes greater market share.”
Launched in September 2023, iGaming Deck offers a comprehensive suite of features aimed at enhancing the gaming experience. Operators can access thousands of popular titles from leading suppliers such as Evolution, Pragmatic Play, and Relax Gaming alongside advanced promotional tools, live dashboard and a comprehensive reporting suite through a single API integration.
iGP has that distinctive, difficult to define yet instinctual feel of a business that’s really going places in the industry.
“First of all, thank you for saying that. It’s a great recognition for all the hard work that the team is putting in. I don’t believe in extremes. I don’t think a big stand represents the quality of the products and solutions nor vice versa – that a small stand means that the company isn’t doing well. It’s about striking the balance of where we allocate our resources. You can’t solely work with existing clients. You need to grow, expand and bring in new traffic but you also can’t forget about your existing clients. You are where you are because of the partnerships with them.”
Aligning with the strategic decision to discontinue its white-label solutions to focus exclusively on B2B operations, the company’s commitment to strengthening its positions in the B2B market via its iGaming Deck and expanded offerings is clear to see.
“I’ve been in the industry long enough to see companies that chase new business incessantly without having sufficient focus on existing business,” explains Jovana. “This is what we do at iGP. We’re trying to maintain that healthy balance. So far, so good. It goes well with the shift in the strategy last year to decommission the B2C part of iGP. We looked at the strategy long term and decided to build on top of the existing tech for clients without being burdened by other priorities. Is it our brand or is it a clients’ brand? We no longer want to make that choice.”
