Amigo Gaming's global leap: Tetiana Lukiianiuk on market expansion and innovation

In an exclusive interview with Gambling Talk, Tetiana Lukiianiuk, Head of Account Management at Amigo Gaming, discusses the company’s global expansion, creative innovation, and strategic vision for the future of iGaming.

Amigo Gaming has experienced notable growth since 2020, including expansion into 10 new markets in 2024. What have been the key factors behind this rapid international success?

Yes, even though we've only been in the market for a few years, we're fully focused on strategic global expansion. Strong coordination across all departments has been key, together with in-depth research into each market and its certification requirements. Most importantly, we aim to deliver high-quality products that resonate globally. We're staying true to this approach and expect to enter new markets before the end of the year.

Your portfolio now includes over 30 new games released last year. How does your team decide which themes and mechanics to explore next?

We focus on what experience has shown to work, combined with current market trends. There is no better way to make decisions than by constantly analyzing our past releases, how they performed, where they worked best, and how we can improve them while launching fresh variations. This applies to both design and gameplay features. Our Pile Feature, for example, was very well received, and since then we've been refining and evolving it to make it even more exciting for players.

Innovation is a core value for Amigo Gaming. Can you share specific examples of how you balance pushing creative boundaries with maintaining features that players love?

It is all about trying and evolving. With Fruit Invaders, it became clear how much players enjoyed our Pile Feature. It builds anticipation, extends play sessions, and overall generates strong engagement. So the next step was to find ways to innovate within that mechanic, to make it more creative and give it a unique identity. In Coinboy Riches, for example, although the core feature is the same, the look and gameplay feel completely different. The slot introduces a train that will only explode with the right dynamite and leads to a bonus wheel, creating a new layer of excitement. The same goes for 3 Fortune Souls, where we've taken the most loved feature and brought it into a new context with fresh functions and gameplay. It is a way to keep familiarity without being predictable.

How do you ensure that your games appeal to a diverse, global audience?

We build every title with a global mindset and tailor content when needed. Whether it is mythology for Asia or dice games for Belgium, our catalog reflects different tastes without losing our brand identity.

How is Amigo Gaming adapting to the increasing demand for mobile-first and mobile-friendly gaming content?

From the very beginning, we have prioritized a mobile-first approach, ensuring all our slots adapt seamlessly to any device. To create products that stand the test of time, it is essential to anticipate market demands. That is why we focus on intuitive interfaces, fast loading times, and smooth performance. Our strategy includes players from all continents, considering different connection speeds and devices, so everyone can access and enjoy our games without barriers.

Partnerships seem crucial in the iGaming space. How do you approach relationships with operators, aggregators, and other industry stakeholders? Any recent partnerships you're particularly excited about?

Knowing the industry and being known is essential in this market. The best opportunities usually come from events where you can connect directly with others. We always try to be present to keep learning, share ideas, and build relationships with people in the sector. This approach has helped us secure valuable partnerships. This year we started working, among others, with BetFounders, Blokotech, and Golden Palace, which has opened doors in the Belgian market, and we are actively working on establishing new partnerships to keep expanding our reach.

Regulatory compliance is increasingly complex across different jurisdictions. How does Amigo Gaming navigate these challenges while maintaining innovation in game design?

We are fortunate to have an exceptional compliance team that works diligently to stay up to date with all regulations. They carefully review our strategies and game elements to prevent any potential issues. Their involvement begins at the earliest stages of development and continues throughout the entire process. For us, compliance is a priority because we see regulations not as obstacles but as integral to creating higher quality and more innovative products.

Amigo Gaming is particularly focused on the LATAM region, especially Brazil and Mexico. What unique challenges and opportunities have you encountered in these markets?

Both markets are vibrant and dynamic. They are growing rapidly and becoming more demanding as regulations evolve, but it is definitely a rewarding effort. Our operators and affiliates have always welcomed Amigo Gaming with great enthusiasm. Without a doubt, LATAM remains one of our main areas of focus for expansion.

Company culture is highlighted as a core strength at Amigo Gaming. How does your internal culture contribute to creativity and product quality?

Our company culture is built on trust and freedom, empowering all team members to share ideas and take creative risks without fear. By fostering an environment of respect and open dialogue within our multicultural team, we create a space where creativity can truly thrive. This supportive mindset has been fundamental to our rapid growth and the consistent development of outstanding products.

Looking ahead, what are the biggest trends or technologies you believe will shape the future of online slots and iGaming, and how is Amigo Gaming preparing for them?

We see growing importance in enhancing player engagement through advanced AI integration, immersive gaming experiences, and innovative jackpot features. At Amigo Gaming, we are actively incorporating these innovations into our creative workflows, using technology to streamline development and improve efficiency. Branded games and themes inspired by pop culture are also becoming very popular, and we believe there is still much to explore in this area. This marks the beginning of a new era of trends that will shape the future of iGaming.