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Source: Transforming iGaming Communication with Yggdrasil Gaming

Michał, Project Manager
15 min read • 5.10.2023
Source: Transforming iGaming Communication with Yggdrasil Gaming

In the ever-evolving landscape of iGaming, effective communication is the bedrock upon which success is built. Yggdrasil Gaming, a pioneering B2B provider of online casino games and solutions, found itself at a crossroads. The need to revolutionize its communication systems was paramount. This marked the genesis of Source, a cutting-edge CRM (Customer Relationship Management) system, meticulously tailored for the intricate and dynamic world of iGaming. This case study delves into the collaborative journey of Yggdrasil Gaming and Smultron Software Lab, illuminating the development of Source and its profound impact.

Yggdrasil Gaming: A Trailblazer in iGaming

Before delving into the intricacies of Source, it’s essential to recognize Yggdrasil Gaming’s stature in the iGaming industry. Founded in 2013, this Maltese-based company swiftly ascended the ranks to become a vanguard of innovation. Yggdrasil specializes in crafting engaging and visually stunning casino games, coupled with robust platform solutions that empower a global network of operators and providers. The brand’s commitment to excellence and ceaseless innovation has cemented its position as a trailblazer, consistently pushing the boundaries of what’s achievable in the iGaming realm.

The Crucial Role of CRM in iGaming

In the world of iGaming, where player engagement, regulatory compliance, and dynamic market demands intersect, a CRM system becomes more than just software; it’s a lifeline. CRM, or Customer Relationship Management, isn’t merely a database to store user data; it’s a strategic tool that fosters meaningful connections, drives growth, and enables informed decision-making. In the iGaming sector, where retaining and engaging players is critical, CRM takes center stage. It enables operators to tailor experiences, personalize communications, and ultimately, drive player loyalty.

Yggdrasil’s Challenge and Vision

Yggdrasil Gaming, despite its towering success, faced a pivotal challenge. Their existing client management system had become an impediment rather than an enabler. An outdated interface, sluggish updates, and a dearth of essential functionalities hampered their ability to meet the rapidly evolving needs of their expanding business model. Yggdrasil’s vision was clear: they aspired to birth a reimagined client management system capable of seamlessly accommodating the multifaceted demands of both internal teams and external stakeholders.

Smultron Software Lab: The Trusted Partner

To translate this audacious vision into a tangible reality, Yggdrasil Gaming sought the expertise of Smultron Software Lab. This partnership wasn’t forged in haste; it was rooted in trust. Having previously collaborated on successful projects, Yggdrasil knew that Smultron possessed the technical prowess, industry insights, and unwavering commitment to excellence necessary to bring Source to life. Smultron’s innovative approach to software development and their reputation as a trusted collaborator made them the ideal partner for this ambitious undertaking.

Defining the Goals and Navigating Challenges

At the heart of the Source project lay a clear goal: to craft a comprehensive CRM system meticulously tailored to the unique intricacies of the iGaming industry. However, this ambitious journey was far from straightforward. Initially, the project set out to streamline access to certificates and game-related data while establishing differentiated access based on user permissions. Subsequent phases saw Source’s capabilities expand, encompassing categorized sets of game assets, documentation publication, game release scheduling, and certificate management.

The Unveiling of Source: Innovative Features and Functionalities

As Source began to take shape, it ushered in a host of innovative features, transforming the way Yggdrasil Gaming managed communication and assets:

  • Release Calendar: A dynamic game and campaign release calendar, meticulously generated for seamless planning.
  • Game Lobby: An impeccably organized game lobby, equipped with advanced filtering and search capabilities for effortless navigation.
  • Game Pages: Comprehensive game pages presenting pivotal information, offering demo access, and hosting downloadable assets.
  • Campaign Module: A sophisticated campaign management system, harmoniously integrating with associated games, facilitating time-bound promotions.
  • Asset Repository: A centralized vault for the storage and distribution of game-related assets.
  • Certificate Management: A robust certificate system, featuring jurisdiction-specific categorization and granular user access.
  • Branding Hub: A dedicated repository for branding assets and materials.
  • Video Module: Seamless integration of videos, including captivating game trailers, elevating user engagement.
  • Subscription Module: A subscription feature empowering users to receive notifications about new game releases, campaigns, and certificates.

API Integration: The Backbone of Source

One of Source’s defining strengths lies in its robust API (Application Programming Interface) integration. This API acts as the connective tissue, ensuring secure and efficient data exchange. It empowers authorized personnel and the frontend application to retrieve and present critical information seamlessly. This not only enhances the user experience but also facilitates automated processes, saving time and resources.

Fine-Tuned User Management and Roles

Source boasts a comprehensive user management system. It doesn’t merely stop at user access; it delves into role-based permissions. While registration is open to all, manual activation by designated personnel guarantees system security. Higher-privileged roles wield the authority to publish and edit games, while lower-privileged users can submit publications for review and approval.

Data Export and Security: Enabling Informed Decisions

Source empowers users with the ability to export data in CSV or XLS format, facilitating insightful analysis. Customizable presets and filters simplify the data export process. To fortify security, the system incorporates automatic logouts for inactive users, IP blocking to thwart brute-force attacks, and the option for two-factor authentication, adding layers of protection to sensitive information.

Optimized WordPress Integration: Stability and Performance

While Source leverages WordPress as its content management system, meticulous optimizations enhance both security and performance. Plugin management and updates are streamlined through Composer, ensuring stability and minimizing vulnerabilities.

Media Library Enhancement: A Visual Feast

The media library receives a substantial overhaul. Categorized media is accessible based on user roles. Lower-privileged users are limited to their designated media, simplifying content management.

Expanded Role and Content Management: Tailored Control

Source takes WordPress capabilities a step further by incorporating custom roles and content types. This extends precise control over user access and content publication, aligning perfectly with Yggdrasil Gaming’s intricate requirements.

An Agile Approach: Weekly Sprints

Source’s development journey embraced an agile approach, characterized by working in weekly sprints. This agile methodology facilitated regular feedback and updates, ensuring the project remained aligned with evolving needs and industry dynamics.

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Transformative Results and Impact

The deployment of Source heralded transformative results for Yggdrasil Gaming:

  • Enhanced Efficiency and Productivity: Source streamlined internal communication, drastically reducing the manual effort required for updates and processes, resulting in significant time savings.
  • Elevated User Experience: The revamped system offered an intuitive and quicker user experience, making it seamless for users to locate information and access game assets.
  • Automated Processes: Source introduced multiple automated and simplified processes, reducing the reliance on manual interventions.
  • Personalization at Scale: A comprehensive database laid the foundation for personalized on-site automated customization, enabling tailored user experiences.
  • Seamless API Integration: Source’s architecture is primed for scalability, ensuring it can effortlessly accommodate Yggdrasil Gaming’s growth and evolving needs.
  • Strategic Release Calendar: The dynamic release calendar has become an invaluable tool for planning and coordination, facilitating smoother launches.
  • Heightened Security: Enhanced security measures safeguard the system and sensitive data from emerging threats.
  • Positive User Feedback: The system’s improved user experience and accessibility garnered positive feedback from both internal teams and external stakeholders.

The collaborative venture between Yggdrasil Gaming and Smultron Software Lab culminated in the birth of Source, an unparalleled CRM system meticulously designed for the iGaming industry. This partnership exemplifies the potential of innovation and dedication, underlining the significance of streamlined communication, cutting-edge technology, and precise customization in maintaining a competitive edge.

Source’s impact on Yggdrasil Gaming’s operations has been profound, with increased productivity, streamlined communication, and the robust infrastructure for future growth. As the iGaming landscape continues to evolve, Source stands as a testament to the importance of effective communication, seamlessly integrated technology, and agile development in achieving enduring success.

Source in Action

As we venture further into the world of Source, this segment provides an immersive look at how this groundbreaking CRM system operates in real-world scenarios. Let’s dive into the tangible impact it has had on Yggdrasil Gaming’s operations.

Release Coordination Made Effortless

One of Source’s pivotal achievements lies in its dynamic release calendar. In the fast-paced realm of iGaming, the ability to coordinate game and campaign launches with precision is paramount. Source’s release calendar empowers Yggdrasil Gaming to do just that. It provides a centralized platform where all upcoming releases are meticulously logged and accessible to the relevant teams.

This feature’s importance cannot be overstated. For an organization that releases a multitude of games throughout the year, having a comprehensive overview is indispensable. It enables Yggdrasil Gaming to strategically plan marketing campaigns, optimize resource allocation, and ensure seamless coordination between departments.

Game Lobby: An Intuitive Gateway

The revamped game lobby is a testament to Source’s commitment to user-friendliness. It’s not just about aesthetics; it’s about functionality. This portal offers an intuitive and efficient way for Yggdrasil Gaming’s teams to access and explore the vast library of games.

Imagine you’re a member of the content team tasked with finding specific games for a promotional campaign. In the pre-Source era, this might have involved navigating through intricate folder structures, relying on memory, and countless clicks. With Source, a few keystrokes and clicks lead you to your destination. It’s a time-saver, a productivity booster, and a stress-reducer—all in one.

Game Pages: Information at Your Fingertips

Game pages within Source are not mere placeholders; they are dynamic hubs of information. Whether you’re a content manager, a marketing specialist, or a compliance officer, these pages provide everything you need at your fingertips.

For the content team, it means easy access to game descriptions, assets, and technical details. Marketing teams can swiftly retrieve game trailers and promotional materials. Compliance officers find the necessary documentation for regulatory checks. It’s about consolidating information, streamlining processes, and empowering teams to excel in their roles.

Campaign Management: Streamlined and Effective

Campaign management is another realm where Source excels. In a dynamic industry where promotions and marketing campaigns are integral, having a dedicated module to manage campaigns is a game-changer.

Marketing teams can efficiently plan, execute, and monitor campaigns with ease. Campaign assets are readily available, simplifying the creative process. With Source, campaigns are no longer a logistical nightmare; they’re a well-oiled machine.

Asset Repository: Centralized and Accessible

Assets are the lifeblood of the iGaming industry. From images and videos to logos and banners, these resources are continually in demand. Source’s asset repository serves as a centralized vault, housing every conceivable asset.

It’s a place where content managers find the latest game images, where designers access branding materials, and where marketing teams retrieve promotional banners. It’s about optimizing asset management, reducing redundancy, and ensuring consistency in branding.

Certificate Management: Order from Chaos

Certificate management may not be the flashiest of features, but it’s undeniably critical. In an industry rife with regulatory compliance, maintaining certificates for different jurisdictions is non-negotiable.

Source takes the chaos out of certificate management. It categorizes certificates by jurisdiction, simplifying retrieval. It grants granular user access, ensuring only authorized personnel handle sensitive documents. It’s about order, control, and compliance—all within a few clicks.

Seamless API Integration: The Power of Connectivity

One of Source’s underlying strengths is its robust API integration. It’s the digital glue that binds everything together. This API seamlessly connects authorized users and the frontend application to the database.

For the end-user, this means swift data retrieval, effortless navigation, and a responsive user experience. For Yggdrasil Gaming, it means a system that adapts to evolving needs and sets the stage for future growth.


As we conclude this immersive exploration of Source, it becomes evident that this CRM system transcends software. It’s a catalyst for transformation. It streamlines operations, enhances productivity, and fortifies Yggdrasil Gaming’s position in the fiercely competitive iGaming industry.

Through the strategic partnership between Yggdrasil Gaming and Smultron Software Lab, Source has emerged as a testament to the power of collaboration, innovation, and a relentless pursuit of excellence. It encapsulates the essence of effective communication, technological innovation, and agility in responding to industry dynamics.

Source is not just a CRM system; it’s the embodiment of Yggdrasil Gaming’s commitment to excellence, a tool that empowers teams, and a bridge to a future where success in iGaming is driven by precision, efficiency, and a relentless pursuit of perfection. As Yggdrasil Gaming continues to shape the iGaming landscape, Source remains its steadfast ally—a testament to the boundless possibilities of visionary thinking and transformative technology.

Empowering the Future of iGaming

As we peer into the future of iGaming, one thing is certain: Source will be at the forefront. It’s not just a system; it’s an enabler of progress. It will continue to evolve, adapting to the ever-shifting sands of the industry.

With Source as its foundation, Yggdrasil Gaming is poised to embark on a journey of boundless possibilities. It will shape the future of iGaming, setting new standards of efficiency, compliance, and innovation.

In closing, the Source system is more than an innovation; it’s a legacy in the making. It’s the story of how collaboration, vision, and technology converged to redefine what’s possible in the iGaming industry. As we part ways, we leave you with a glimpse of the future—a future where excellence knows no bounds.

Thank you for joining us on this journey through the Source system.

For inquiries and partnership opportunities, contact us at: hello@smultron.pl
Copyright © 2023 Smultron Software Lab. All rights reserved.

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Jakub Kozak
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