Inside ICONIC21’s Commercial Growth: Alina Mihaela Popa on iGaming, Live Casino & Game Aggregator Partnership

In this exclusive interview, Alina Mihaela Popa, Chief Commercial Officer at ICONIC21, shares insights into the company’s role in the iGaming ecosystem, its live casino expansion, and its deepening partnership with Timeless Tech's game aggregator. Since rebranding in September 2024 from BETER Live to ICONIC21, the company has refocused on live casino innovation, new game formats, and market-driven growth.

Rebrand and Commercial Strategy
Alina joined ICONIC21 in July 2024, just ahead of the rebrand. Her efforts focused on clarifying the brand’s positioning, expanding its product range, and building a team capable of supporting rapid growth. “The rebrand allowed us to refine our focus on quality products, speed, and flexibility,” she says, adding that it was essential to bring in a team that could adapt quickly and uphold ICONIC21’s standards.

Agility and Market Alignment
ICONIC21’s approach to market agility is based on close communication between all departments, ensuring the company can quickly identify gaps and act on opportunities. Alina emphasizes that feedback loops from clients are crucial for fine-tuning products and ensuring market fit. “Staying close to our clients helps us prioritize what really matters, keeping us aligned with operator demand.”

Adapting to Both Real-Money and Social/Sweepstakes Verticals
ICONIC21’s flexible strategy allows them to cater to both real-money and sweepstakes/social casino brands, with a tailored commercial approach for each model. Alina explains, “While our core values remain consistent, we adapt our strategies depending on compliance needs, market priorities, and product specifications.”

Partnering with Timeless Tech
Alina highlights that partnering with Timeless Tech’s aggregator has been a commercial accelerator for ICONIC21. It has allowed for wider distribution, quicker feedback on game performance, and streamlined deployment. “The integration with Timeless Tech has made it easier to reach a broader audience while maintaining flexibility and speed,” says Alina.

Exhibiting at Major Events
The company also sees expos like ICE as pivotal for strengthening partnerships and measuring ROI. “Events like ICE help us launch new content, engage with partners, and gain strategic visibility,” Alina explains.

Looking Forward
With a strong focus on product-driven growth, ICONIC21 plans to expand its live casino portfolio with more games and enhanced player experiences. The company is ready to push forward into new markets, staying agile and responsive to partner needs.

Frequently Asked Questions (FAQ)

1. What is Alina Mihaela Popa’s role at ICONIC21?
   Alina is the Chief Commercial Officer, responsible for leading the company’s commercial strategy, partnerships, and market growth.
   
   
2. When did BETER Live rebrand to ICONIC21?
   The rebrand took place on 10 September 2024.
   
   
3. What types of live content does ICONIC21 offer?
   ICONIC21 offers games like Gravity Blackjack, Crash Live, Roulette, Baccarat, and more.
   
   
4. How does the commercial approach differ for real-money vs. sweepstakes casinos?
   ICONIC21 tailors its strategies to meet compliance and operational needs for each model, focusing on speed and product fit.
   
   
5. What role do expos like ICE play in commercial growth?
   Expos help ICONIC21 launch content, build partnerships, and measure ROI, facilitating growth and visibility.