Zillion Games: "It's important to stay on top of the latest market trends to remain competitive"

As the iGaming industry evolves, so do the demands and expectations of players. With this in mind, Slotegrator has sat down with Ksenia Viatkina, Chief Marketing Officer of Zillion Games, a studio in Slotegrator's partner network, to get an insider’s view on the studio’s rapid rise to success and how it navigates the ever-changing landscape of online gaming. 

Founded in 2021, Zillion Games has quickly become a key player in the B2B iGaming market, boasting partnerships with over 900 casinos globally. In this interview, Viatkina shared insights into the company's development, game portfolio, and what modern players look for in their gaming experiences, offering a glimpse into the trends shaping the future of online slots.

Can you tell us more about your company? When was it founded and what’s your focus?

Zillion Games was founded in 2021 and quickly became a top B2B online slot provider, known for its innovative approach to slot development. In just a few years, the company has partnered with over 900 casinos across Europe, Latin America, Australia, and the CIS, with this number growing rapidly each month.

The company’s strong presence in these markets reflects the quality and appeal of our gaming solutions. Recently, Zillion Games was nominated in four categories across three iGaming awards in a single month, it was a proud achievement for us as a company.

What types of games does Zillion Games offer? How many games are in your portfolio at the moment?

At the moment, Zillion Games offers both slot games and instant games. Our game portfolio is approaching 40 titles, and we aim to release at least 1-2 new games each month. 

Are there any top-5 games? Why are they the most popular among players?

Our top 5 most popular games among players are Zeus Fortune, Aztecs Legend 2, Wolf's Moon, Buffalos Sun 2, and Miners Fortune. These games stand out due to their perfect mix of engaging features, high-quality graphics, and appealing themes. 

We prioritize innovation in every product we create, and that's why these titles have resonated so strongly with players. Currently, we’re focusing on developing new types of instant games. One of our latest releases, Sun Strike, has set a record for player engagement since its launch.

We notice a big shift to a higher quality iGaming content. Do you think that the quality of graphics, sounds, and mechanics is important? Why?

High-quality graphics, sounds, and mechanics are essential because they create a more engaging and immersive experience for players. This keeps players entertained, increases retention, and helps us stand out in a competitive market. Ultimately, it drives both player satisfaction and long-term success.

What in your opinion is the most important and relevant for modern players, game selection, quality, bonuses, reputation or anything else?

Recently, we conducted a survey among players and found that the most important features in slots for them are bonus games, free spins, visual effects and graphics, as well as unique and engaging features. That's why we focus on meeting the needs of our players, because we understand what they are looking for and work to deliver exactly that in our games.

Do you see any changes in the iGaming audience in general compared to, let’s say five years ago? Do players still want the same thing or has their demand changed?

Players have become much more discerning when it comes to gameplay. It’s harder to surprise and retain them compared to a few years ago, and the speed at which they decide whether they like a slot or not has significantly increased. This means we need to find creative solutions and introduce a variety of engaging features to keep their attention and maintain their interest. That's why it's so important to stay on top of the latest market trends to remain competitive.

We at Slotegrator recommend our clients to spend time analyzing preferences of their target audience because this can play a crucial role in keeping retention rates high enough to grow a stable business — in the industry of entertainment one of the main reasons clients can leave is when they are bored. Some players prefer classics, the younger generation will expect to see trends and innovations, and all of them will definitely want good quality, suitable payment method, and local language.