GMB - What new developments is your company showcasing at SBC Summit 2025, and what are your main objectives for this event?
Marharyta Yerina - It’s been a busy year for us, so we have a lot to show everyone. Shoot Happens is one of our newest standout games, where the player takes the role of the main character, fending off waves of dangerous and increasingly valuable monsters. The game also has our signature Winpot mechanic, which gives players control over their gameplay, as they can decide when to cash out or continue slaying opponents. Decision-making, timing, and bravery go a long way, and make the game amazingly replayable.
Apart from that, we also want to highlight Buffalo Force, a game that shows off our visually rich arty style and immersiveness. At the same time, our portfolio continues to evolve with our modern takes on classic games. Titles like Flame Fruits Frenzy, Noble Crown, and Juicy Crystal are our way of demonstrating how polished visuals layered on top of familiar mechanics resonate strongly with players of all demographics.
Our games are produced for high-energy and exciting moments, so it’s been amazing to see how they’re being picked up by streamers and how these big moments translate well on camera. The mechanics are simple but thrilling to watch, which has helped connect with wider audiences.
Ultimately, our goal here at SBC Summit 2025 is to reconnect with our partners and show those unaware of ELA Games what we’re all about!
Which innovations or solutions from your company are driving the most success this year?
Our biggest hits this year have been Joker Winpot and Rabbit Winpot Deluxe. Both games have received numerous accolades and nominations, mostly due to the Winpot mechanic that we’ve been developing. Players enjoy the agency they have while playing Winpot games, as they’re able to control certain aspects of their gameplay, such as when to cash out or keep playing for bigger rewards.
Apart from that, Cash Crab has remained a consistent performer, as it continues to stand out in casino lobbies as a skill-based title with numerous gamification mechanics to boost engagement and retention. These games show how we’re working beyond traditional formats to provide the best possible experiences, which has been crucial in our success this year. The positive reactions we’ve seen from streamers, both niche and mainstream, have shown us that there is a place for innovative and experimental titles in casino lobbies and that players are attracted to such games.
ELA Games has signed a lot of notable partnerships this year, including Betsson (Denmark), Superbet (Serbia), and key media resources SlotCatalog and Slotsjudge. How do you choose the right partners and why them?
We’re very intentional about our partnerships, as we want to ensure that all collaborations align with our values and share our commitment to innovation so that our games can be shared with the right audiences.
That’s why the partnerships you mentioned are so important to us. They allow us to expand into new markets and reach diverse audiences, and, in turn, we can help raise the profile of these brands by providing high-performing games that boost retention and acquisition metrics.
What can you tell us about Shoot Happens, the company's big project for Q3?
Shoot Happens is probably our most ambitious project to date because of how it breaks away from traditional formats, even for our standards.
The player is the protagonist in the game, placed in the chaotic jungle to face waves of monsters, each growing increasingly harder and more valuable. Every round starts with three shots, and each successful takedown pushes the player up the multiplier ladder and fills their Winpot.
But what entices players the most is the control and choice they have: cash out your winnings or keep going for bigger rewards? The balance between timing, nerve, and decision-making is an aspect we really wanted to explore. To add to the chaos, we added random projectile bonuses and a recurring boss mechanic to keep players engaged and excitement high.
But for us, Shoot Happens is our way of rethinking player engagement. It’s highly interactive, replayable, and represents our visually rich art style. The goal wasn’t to create “just another game,” but to provide a new gaming experience for our audience.
How do you assess the regulatory progress in new markets, and what impact do you think these developments will have on the industry’s future?
Regulatory progress in new markets across Europe and the globe has been rapid, which opens up a lot of opportunities (and challenges) for a studio like ELA Games. Greece is a strong example, where new regulations have created an environment for iGaming institutions to thrive in a relatively untapped market. For us, this meant creating custom content tailored to the Greek audience with titles like Zeus Winpot and Cash of Gods.
We anticipate more markets providing new opportunities in the future. By aligning our creative game development vision with cultural familiarity, we’ll be able to help operators looking to expand with our unique content. It’s an approach we’ll continue to apply as regulations evolve.
What are the main challenges companies face when entering or scaling across new markets?
The first and often complex challenge when entering or scaling into new markets is understanding the regulatory environment. Every region has specific compliance requirements and laws that need careful navigation before launch.
But localisation is what really sets platforms apart. This doesn’t just mean translating texts into native languages, it’s about aligning every part of the product to a region’s cultural context, artistic preferences, and player expectations. Adapting to these preferences through art direction, feature design, and gamification elements allows us to speak to players in a way that feels natural to them. This is the kind of depth that helps overcome the challenges of scaling internationally while building genuine connections in each market.
We enjoy helping operators grow and scale in new markets with market-specific games and gamification mechanics. Additionally, we apply our signature visually rich design philosophy to diverse art styles, which helps us create games, like Zeus Winpot or Cash of Gods, to reach audiences in international markets.
How are studios like ELA Games rethinking player value in 2025?
In 2025, player value goes far beyond just spend. It’s about visit frequency, session length, engagement patterns, retention, and more. Today, the more valuable player might not be the one who spends a lot. It might be the one who consistently engages with the platform and remains a constant presence.
Our expansion in Romania demonstrated our philosophy on player value. In just one year, we saw a 101.40% increase in unique active players and an 82.03% rise in rounds played. This showed us that our player base in Romania was not only growing, but was more frequently interacting with our content. This is equally, if not more, important than revenue, as we’re expanding our presence in a key market.
What key plans or priorities does your company have for the rest of the year? Can you share with us the forthcoming roadmap?
For the rest of the year, our priority is to keep developing and broadening our portfolio with games that balance our signature creativity, replayability, and technical excellence. In the near future, players can look forward to some of our new titles, including Piñatas Fiesta and Witch's Book, among others.
Beyond those specific games, we’re working on exploring some experimental/unique ideas and skill-based games while continuing to reimagine classic slot games. Currently, our roadmap is all about variety. We want to make sure our partners have access to diverse content that balances performance and creativity. Lastly, expanding our media presence, either through partnerships, in-house productions, or by highlighting content creators and streamers, will help us reach new player bases and create more tailored games.
Source: Exclusive GMB, live from SBC Summit Lisbon 2025
