![\"Yuriy](\"https:\/\/i0.wp.com\/media.europeangaming.eu\/uploads\/2026\/07\/Yuriy-Muratov-Chief-Commercial-Officer-CCO-at-Gamzix-2.jpg?resize=800%2C420&ssl=1\")
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In an interview with European Gaming, Gamzix chief commercial officer <\/em>Yuriy Muratov<\/em><\/a> explains why the studio is taking a deliberate approach to MGA and locally regulated markets, how it plans to scale production in 2026 without diluting quality, and what actually makes an operator choose one slot provider over another when lobby space is limited.<\/em><\/p>\n European Gaming: Gamzix looks like a very different company from the studio that launched in 2020. If a partner who knew you in the early days sat down with you today, what do you think would surprise them most about where Gamzix is now?<\/strong><\/p>\n Yuriy Muratov<\/strong>: I was not with Gamzix at the very beginning, as I joined the company this year, so I see that evolution from a relatively fresh perspective.<\/p>\n What stands out to me is how much more structured and commercially mature the business has become while retaining its entrepreneurial energy. The conversation is no longer simply about supplying games. It is about understanding the partner’s business, analysing performance, improving the product roadmap and building relationships that can grow over time.<\/p>\n Gamzix still has the speed and ambition of a young studio, but today those qualities are supported by a much clearer product and commercial strategy.<\/p>\n EG: As the iGaming industry continues to place greater emphasis on regulation and compliance, how is Gamzix preparing for future opportunities while continuing to grow its business today?<\/strong><\/p>\n Yuriy Muratov<\/strong>: For us, it is important to separate long-term direction from immediate expansion.<\/p>\n MGA and locally regulated markets remain part of the wider ambition for Gamzix, but entering them properly requires much more than obtaining a licence or certification. The product, technical infrastructure, compliance processes, and operational support all need to be fully prepared.<\/p>\n That is why we are taking a deliberate approach rather than trying to announce every possible market too early. Our current priority is to strengthen the foundation, continue developing the portfolio and expand responsibly in markets where our product and commercial model are already well-suited.<\/p>\n As that preparation progresses, we will be in a much stronger position to support partners across a broader range of regulated jurisdictions.<\/p>\n EG: Looking ahead, which regions do you see as offering the strongest commercial opportunities for Gamzix, and what do you believe is essential for succeeding in today’s increasingly diverse global markets?<\/strong><\/p>\n Yuriy Muratov:<\/strong> We see strong potential across Africa, the Balkans, selected EEA and other MGA-addressable markets, as well as Latin America. At the same time, each of these regions contains very different player preferences, operator structures and regulatory requirements, so they cannot be approached with one universal strategy.<\/p>\n ‘Successful expansion starts with product relevance. The content needs to fit local player behaviour, the technical delivery must be reliable, and operators need responsive commercial and operational support.’<\/p>\n<\/blockquote>\n Market access or certification can create an opportunity, but it does not automatically create performance. <\/p>\n Long-term success comes from understanding each market, selecting the right partners and consistently adapting the product and commercial approach.<\/p>\n EG: Hold the Spin has become the engine behind many of your top performers, from Coin Win to Sunny Coin. How do you keep a signature mechanic fresh so it remains a strength rather than something players begin to expect?<\/strong><\/p>\n Yuriy Muratov: <\/strong>We do not see Hold the Spin as a template that should simply be repeated from one release to another.<\/p>\n The mechanic may provide a familiar foundation, but every game still needs its own identity. That can come through different mathematics, feature combinations, progression systems, themes, pacing and audiovisual execution.<\/p>\n Sound is also an important part of the experience for Gamzix. It helps build tension and gives each title a more recognisable atmosphere.<\/p>\n We aim to give players enough familiarity to understand the game quickly, while still creating a different emotional and entertainment experience with every release.<\/p>\n EG: You are significantly increasing production capacity in 2026, in a market many people already describe as saturated. What is the thinking behind scaling output, and how do you make sure every new game earns its place in an operator’s lobby?<\/strong><\/p>\n Yuriy Muratov:<\/strong> The market is certainly crowded, so increasing capacity cannot simply mean releasing more games for the sake of volume.<\/p>\n For us, additional capacity creates more flexibility. It allows us to build a better-balanced portfolio, serve different player segments and regional preferences, and react more quickly to commercial insights without forcing every idea into the same production pipeline.<\/p>\n ‘Every concept needs to demonstrate a clear reason to exist. We consider market data, portfolio gaps, operator feedback, player behaviour and the commercial potential of the idea before committing significant development resources.’<\/p>\n<\/blockquote>\n The real objective is a consistent pipeline of games that operators can confidently position and players have a reason to return to, not the largest release calendar. <\/p>\n EG: You reach operators through aggregators such as SoftGamings, Hub88 and Alea, while also supporting direct integrations. How do you decide which route suits a partner, and what does each model provide?<\/strong><\/p>\n Yuriy Muratov<\/strong>: The decision is primarily driven by the operator’s structure, technical setup and commercial objectives rather than by an individual title.<\/p>\n Aggregators provide reach, speed and technical efficiency. They allow us to make the portfolio available to a broad network of operators through an established integration route.<\/p>\n Direct integrations are more suitable when both sides want a closer strategic relationship. They can support more coordinated launches, faster communication, tailored promotional activity and more detailed performance collaboration.<\/p>\n Both routes are important. <\/p>\n ‘The right model is the one that gives the operator the most efficient access to the product while allowing both sides to build the appropriate level of commercial cooperation.’<\/p>\n<\/blockquote>\n EG: When an operator only has room for a limited number of providers, what is the case for Gamzix earning one of those positions?<\/strong><\/p>\n Yuriy Muratov<\/strong>: Gamzix combines recognisable mechanics and accessible gameplay with a strong focus on mobile performance, audiovisual quality and commercial usability.<\/p>\n But a provider is not selected only because of its catalogue. Operators also need consistency, responsiveness and a partner that stays involved after integration.<\/p>\n We work closely with partners around launches, positioning and performance, and we aim to be transparent and practical in the way we operate. The goal is to help the operator generate sustainable value from that space, not simply occupy it. <\/p>\n EG: Gamzix has grown rapidly over the past few years and continues to strengthen its position in an increasingly competitive global market. Based on that experience, what advice would you give to other young studios looking to build a sustainable business for the long term?<\/strong><\/p>\n Yuriy Muratov:<\/strong> My advice would be to build the company for the long term earlier than you think is necessary.<\/p>\n Product quality is essential, but sustainable expansion also depends on technical stability, compliance, certification, internal processes and the trust you build with partners. Those elements take time and should not be treated as something to solve only when a new market opportunity appears.<\/p>\n ‘The biggest risk is expanding faster than the operational foundation can support. Announcing markets is easy; serving them properly is much harder.’<\/p>\n<\/blockquote>\n A company needs to be honest about its readiness, disciplined about priorities and realistic about the resources required. In the end, strong people, reliable execution and partner trust are what turn ambition into a sustainable business.<\/p>\n Gamzix<\/a> is a game provider supplying operators across global markets with titles built on data-driven math models designed to support session length and player retention. Alongside its game portfolio, the company offers gamification and promotional tools intended to let operators activate campaigns without added operational complexity.<\/p>\n The post Yuriy Muratov, Gamzix: ‘Announcing markets is easy; serving them is much harder\u2019<\/a> appeared first on European Gaming Industry News<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" The post Yuriy Muratov, Gamzix: \u2018Announcing markets is easy; serving them is much harder\u2019<\/a> appeared first on European Gaming Industry News<\/a>.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"iawp_total_views":2,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[180],"tags":[],"class_list":["post-75831","post","type-post","status-publish","format-standard","hentry","category-interviews"],"acf":[],"yoast_head":"\nKey Findings<\/h2>\n
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How Gamzix has matured since 2020<\/h2>\n
Balancing regulatory ambition with commercial readiness<\/h2>\n
Where the growth opportunities lie<\/h2>\n
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Keeping a signature mechanic fresh<\/h2>\n
Scaling output without chasing volume<\/h2>\n
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Choosing between aggregators and direct integration<\/h2>\n
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What it takes to earn a place in the lobby<\/h2>\n
Advice for studios building for the long term<\/h2>\n
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About Gamzix<\/h3>\n
![\"Yuriy](\"https:\/\/media.europeangaming.eu\/uploads\/2026\/07\/Yuriy-Muratov-Chief-Commercial-Officer-CCO-at-Gamzix-2.jpg\")
In an interview with European Gaming, Gamzix chief commercial officer Yuriy Muratov explains why the studio is taking\u2026<\/p>\n