Flexibility and Pure Emotion: How Zillion Games Attracts Users

Zillion Games has firmly established itself as a young but already significant and adaptable provider. Kateryna Mykhailova, Chief Customer Strategy Officer, shared with 2WinPower the results of 2024 and the priorities for 2025.

What was 2024 like for you, and what are your priorities this year?

For our company, 2024 has been a period marked by ambition and achievement. We have released 18 titles — our absolute record, and this is just the beginning.

We have also introduced a unique strike mechanic, which has become a starting point for new game concepts, and strengthened the Buffalo series (one of the most popular among players). What is especially pleasing is that our brand has received its first industrial awards.

We are entering 2025 at full speed by maintaining the pace, increasing creativity, and focusing on the creation of experiences that do not just attract customers but stick in their minds.

Which geographical directions have become a priority for you in 2025? And where do you see the most dynamic growth?

In 2025, we have clearly chosen to focus on the CIS countries and Western Europe. The number of players has tripled, and this is not the limit. In these territories, we can really resonate with the audience, and the growth continues without downtime.

Our goal is also to look closely at new directions. African markets are a pleasant surprise: there, the interest in our entertainment is steadily increasing, and this is just the warm-up. We love movement, and the geography of Zillion is expanding every week.

What, in your opinion, determines successful game development today: mechanics, visual effects, plots, or something else?

Success is not a single factor but a powerful synthesis. Functions, style, sound, storyline — everything is important. However, it is the balance of these components that really catches your eye. Music and soundtrack are often underestimated, but they foster that very atmosphere.

We strive to ensure that every element works in unison, creating a complete and unique gameplay that players want to return to.

What is the “signature DNA” of Zillion Games? What sets you apart from other studios operating in the market?

We have a thirst for experiments, a love for detail, and a clear focus on the product. Our motto is “test, analyse, and improve”. Each game is the result of deep research and honest dialogue with the industry. Our company is not afraid to admit mistakes, learn from them, and turn the experience gained into a competitive advantage.

Maybe it is too early to talk about our “signature”, but one thing is already obvious — Zillion Games makes entertainment solutions with heart and intelligence.

Which non-standard game formats (instant, crash, PvP) are currently showing real effectiveness in terms of customer retention and the interests of entrepreneurs?

Today, the most in-demand releases are those that do not waste time but immediately evoke emotions. Instant entertainment and crash mechanics are where the real engagement lies. Minimum barriers, maximum drive: users enter the platform and start playing immediately, full of excitement and lost in the moment. This is the current retention formula.

Our proprietary instant strike mechanics occupy a special place: they are fast, rich, and catchy. We are seriously counting on this tool, and the feedback from clients confirms that we are on the right track.

What visual trends, in your experience, will casino visitors really like in 2025? Are there any topics that are already overloaded?

Trends still continue to form this year, but one thing is clear: people are craving freshness and a touch of nostalgia. Hold and Win remains incredibly popular — it is literally reborn with each new reinvention. This suggests that even the classics can shine in a new way if you approach them creatively.

We closely monitor what is “overloaded” and look for new visual angles to be one step ahead.

How do you rate the potential of social mechanics in slots: multiplayer, tournaments, and competitive elements?

Social mechanics are no longer a trend but a necessity. Gamblers increasingly want to not just spin the reels but to be part of something bigger: compete, share, win together, and play against each other. And here, the components that you mentioned become a real catalyst for engagement.

We especially highlight tournament features — they turn the betting process into something special. People come back not only for the victory but also for emotions, movement, and a sense of progress. This forms a group of loyal clients who stay on the website for a long time.

For operators, such formats are a strategic asset. Those who know how to launch them correctly receive a community, not just traffic. And this is a completely different level of business.

How has user behaviour changed in 2025? What helps to retain the audience more effectively?

Gamblers have become even more demanding and quickly lose interest in trivial things. It is necessary to take into account mechanics, a sense of novelty, and involvement.

We see that tournaments, multiplayer modes, crash entertainment, and non-standard features are becoming must-haves. However, in the long term, it is not only features that retain customers — emotions do. We have unique methods for making consumers stay on the platform, but for now, it is better to leave them behind the scenes.

What do you think will be the key factor for a provider's success in a competitive market in the next 2–3 years?

Flexibility and sensitivity to industry changes. The ability to anticipate tendencies and quickly adapt to them, while not forgetting about the players — this is a winning formula. It is essential to be first, but to be relevant is equally important. Do not make “one more product”. Create timely and relevant releases.

And finally: how do you see the development of Zillion Games in the coming years? Are you planning any new directions, formats, or unexpected turns in strategy?

We look to the future with excitement. Everything is possible: unusual formats, technological surprises, and non-standard genres. We do not build an approach “according to a template”, we form a flexible ecosystem ready for change. This is the strength of Zillion Games — the company knows how to surprise. And this year, we will definitely prove it.