David Natroshvili, founder and face of Georgian founded and now Warsaw-based iGaming trailblazer, SPRIBE, is probably the most interviewed person in our industry. On the back of the unprecedented success of the company’s flagship game, Aviator, it seems that everybody wants to talk to the Tbilisi native whose team has taken user-centric game design to an entirely new level.
The challenge facing this interviewer was to approach David from a slightly different angle; to focus on the one aspect of SPRIBE’s success that, for me, has been a huge defining factor.
Having come from an extensive B2B games marketing background, where promoting games directly to players was not only unheard of, but also actively discouraged by operators who considered the players to be their unique preserve, the decision to break this mould with Aviator has proven to be totally transformational; not only for SPRIBE but for the game development sector as a whole.
Rewriting the Rulebook
David Natroshvili has revolutionized the iGaming landscape with Aviator. By embracing direct player marketing and strategic partnerships, SPRIBE has set a new standard in game design and community engagement.
Aviator’s numbers have become well-publicised, but the sheer enormity of the success bears repeating. With over 50 million unique monthly players worldwide, and more than 400,000 bets placed every minute across around 5,000 operating partners, Aviator unites a global audience like never before. A social media reach of over 92 million amplifies the game’s voice and connects it with fans around the globe. And today, fuelled by almost 300 team members and a unique set of consumer partnerships and Brand Ambassadors, Aviator and SPRIBE have rewritten all of the rules.
David Natroshvili explains that Aviator began with one simple vision, “To create a game that would break away from traditional mechanics and provide an experience centred on simplicity, excitement and community interaction.
“We wanted to develop a game that was easy to understand yet highly engaging, with mechanics that encouraged both individual skill and social connection. Aviator was born from a commitment to redefine how players interact with online games.”
Internally, the initial concept was met with a mix of excitement and curiosity. The mechanics were so different from conventional games that it challenged preconceived notions of what would work in iGaming. But the potential for a highly engaging, multiplayer experience soon became clear.
“Providing players with the perception of greater control became a cornerstone of our design philosophy,” David explains.
“Aviator’s mechanics are built around giving players the feeling that they control the outcome. The ability to cash out at any moment empowers players and creates a sense of agency, making the gameplay more thrilling and personal.
“This element of perceived control has been key to its widespread appeal.”
Marketing Masterstroke
The brilliant decision to invade the previously unchartered territory of direct B2C marketing was, in many ways, born out of the early reaction of players to the game itself.
“One of the most surprising early aspects was how quickly players turned Aviator into a social experience,” says David. “The community-driven atmosphere in the chat and the creative ways players use the game, forming strategies and sharing tips, influenced us to enhance social features, like chat rewards and leaderboards, to support this organic behaviour.
“We wanted to build a community around Aviator from the start, and direct-to-player marketing was key to achieving that. This approach allowed us to create a loyal player base early on.
“The unique nature of Aviator’s gameplay made it clear that a direct connection with players was crucial to building its community.
“This key decision allowed us to establish a strong player base and create organic growth through word-of-mouth.”
Pivotal Partnerships
As this somewhat revolutionary strategy – at least for the gaming industry – began to take shape, synergies between the nature of Aviator’s gameplay and other high-profile consumer passions were explored by the SPRIBE team. The search was on for partners that could support the strategy of connecting with dynamic, engaged audiences and promoting global brand recognition.
The first and most ground-breaking of these partnerships was with the Ultimate Fighting Championship (UFC), formed in October 2023. UFC is an equally rapidly expanding audience phenomenon, with events broadcast in 165 countries, reaching more than one billion households and a demographic that is 40% millennial (aged 18-34).
Natroshvili is in no doubt about the mutual strength of this alliance: “The partnership with UFC aligns perfectly with our goal of reaching diverse audiences and enhancing Aviator’s global visibility.
“UFC’s energetic and competitive spirit resonates perfectly with our own brand values, and we collaborate closely with on campaigns, leveraging their assets to create impactful, targeted promotions that align with our shared objectives.”
The UFC partnership opened the doors to the creation of what has quickly become an industry-leading Brand Ambassador programme. Its superstars, such as Alex Pereira, Merab Dvalishvili, Johnny Walker and Jully Poca joined the SPRIBE family, and their impact has been incredible. Having established this template, Aviator has also become the official crash game of the legendary Italian football club, AC Milan, and added Indian cricket legend, Suresh Raini, to its portfolio of Brand Ambassadors.
“SPRIBE’s partnerships with global sports brands have been pivotal,” David confirms. “These alliances not only provide exposure but also build trust with players, helping us to reach new audiences and tap into the trust consumers have for these brands.”
“We invest a lot of time researching ambassadors before we work with them, to be sure that their audience aligns with our player demographics so that we can make the most of the transition of trust that takes place when an ambassador begins to promote a game.”
“The game market has become phenomenally competitive,” says David Natroshvili, “but by treating Aviator as a brand, we have been able to attract millions of players worldwide.”
Identifying the right partners is absolutely crucial. For Aviator, partnerships with brands popular in target markets, like North America, have been key. “Their audience demographics include the Millennial and Gen Z cohorts drawn to Aviator,” David notes.
“Good marketing partnerships come down to alignment of values, shared audiences and thinking outside the box,” Natroshvili concludes.
Community Dialogue
The evolving landscape has made B2C marketing essential for game studios, driving player engagement and increasing demand from operators. Games are now brands, and studios need to treat them as such. By doing so, studios can enhance their B2B efforts, ensuring their games are prominently featured in casino lobbies worldwide.
“Our approach is rooted in continuous dialogue with our player community. We analyse feedback, monitor trends and experiment with features that align with player preferences.
“Updates are carefully tested to ensure they enhance gameplay without compromising the core simplicity that makes Aviator so popular.”
SPRIBE fosters a continuous feedback loop between developers and players by prioritizing open communication channels, whether through in-game surveys, social media engagement or direct feedback via partners. This allows the team to stay attuned to player needs and adapt quickly.
David says that SPRIBE are excited to continue expanding Aviator’s features, including enhanced multiplayer interactions and new customization options.
“We are also exploring ways to integrate innovative technologies to elevate the player experience further,” he says. “Gen Y bring disposable income and an appetite for entertainment. This group values quality experiences, nostalgia and innovation.”
Corporate Culture
“Company culture is at the heart of everything we do,” David adds. “Our success stems from fostering a collaborative, innovative and inclusive environment where every team member feels valued and empowered.
“We achieve this by encouraging open communication, celebrating diversity and investing in personal and professional growth. Regular team-building activities, transparent decision-making and recognition of contributions help ensure the team remains motivated and aligned with our core values.”
‘Maverick’ Mentality
SPRIBE thrives on creativity and innovation, intentionally preserving its maverick spirit by giving its team the freedom to experiment and challenge the status quo. Even as they grow, they avoid rigid corporate hierarchies, embracing a flat organisational structure that encourages collaboration and bold ideas.
David Natroshvili strives to maintain what he calls a start-up mentality, where agility and innovation are prioritized, “The idea is to ensure that our rebellious edge is not lost to traditional corporate disciplines,” he says.
David envisions SPRIBE as a global leader in multiplayer and innovative gaming experiences within five years, saying: “We aim to push the boundaries of what is possible in iGaming by continually evolving our portfolio and embracing emerging technologies.
“As for the industry as a whole, we expect iGaming to become more player-centric, with personalization, gamification and community-driven features taking centre stage. Multiplayer games with social elements are gaining traction, as are games incorporating gamification and skill-based mechanics.
“Games that balance simplicity with innovation and integrate community-driven features are poised for long-term success.
“Blockchain and cryptocurrency are likely to become mainstream, with enhanced security and accessibility driving integration into gaming platforms. Offers players anonymity and convenience aligns with industry trends. And sustainability will play a larger role in shaping the future of gaming companies.”
Crash Continues
Whilst crash games like Aviator broke moulds and delivered true innovation, David has never viewed them as a ‘flash-in-the-pan’ gimmick: “Crash games address the expectations of a new generation of players; users who are mobile-first, time-conscious and prefer skill-influenced games with social and competitive elements.
“Their growth is a long-term shift in gaming preferences, drawing inspiration from video games, trading platforms and social apps. Aviator was our answer to that demand.”
Crash games have universal appeal; in Latin America, parts of Europe and Asia performance has been incredible performance. These are regions with high mobile penetration, young demographics and a strong appetite for new formats. SPRIBE have also seen immense success in India and Africa. So what’s next?
“The next step is deeper personalization and gamification – dynamic environments, seasonal events, skill-based bonuses and competitive modes or tournaments,” David hints.
“We are also exploring integrations with NFTs and blockchain for certain markets. At the core, it is about maintaining that balance between simplicity and depth, this is where true innovation lies.”
David Natroshvili has always had a passion for innovation and entrepreneurship. With a background in technology and economics, he honed his skills in information technology. He transitioned into the iGaming space with the vision of creating games that prioritize simplicity, social interaction and cutting-edge technology.
Under his leadership, SPRIBE has become a trailblazer in the industry. Beyond business, David enjoys traveling, reading and constant networking, which help fuel creativity and drive for innovation.
The iGaming industry is notorious for its reliance on timeworn formats, and traditional slot games had long reigned supreme. David Natroshvili saw a market ready for disruption.
“One of the biggest challenges we faced was convincing operators to adopt a completely new type of game. Instead of viewing this resistance as a setback, we embraced the challenge as an opportunity to educate the market. Aviator remains market leader because we prioritise quality, innovation and player experience,”
