Interview with Elena Shaterova, Chief Commercial Officer at 7777 gaming

What is the evolution of 7777 gaming development, and what is your unique approach to casino game design?

We believe that game bonus features are among the most crucial aspects of game development as they offer players opportunities for extra winnings, interactive experiences, and increased engagement. Our games encompass a wide variety of these features, including free spins, pick to collect features, cascading reels, expanding symbols, progressive jackpots, and many more.

While traditional slots typically require no skill, there is a growing trend in gaming towards skill-based games. 7777 gaming's innovative approach is to incorporate elements of skill into games traditionally based on random generation, providing players with a new and engaging experience where skill can influence the outcome, unlike traditional slots.

When discussing a broad array of game features, our latest release, Thracian Treasures stands out with its captivating gameplay featuring elements sure to keep players spellbound. The game offers a plethora of features, including cascading reels, symbols paying anywhere on the screen, random multipliers up to x500, sticky multipliers (multipliers saved until the next win), free spins, buy bonus, and double chance for free spins, increasing player odds of triggering free spins.

In your opinion, what is the most important factor in the success of an online slots game, and how does 7777 gaming contribute to that success?

The most crucial factor in the success of an online slots game is player engagement. Players must find the game enjoyable, thrilling, and entertaining to encourage them to return and continue playing. Another significant aspect of game mechanics is volatility level. A well-balanced game with appropriate volatility can provide a satisfying and exhilarating gaming experience that keeps players engaged. Additionally, the success of online slots games depends on how they offer players a sense of control and choice. For instance, games that offer various betting options or allow players to choose between different bonus features enhance engagement and enjoyment.

This is why, at 7777 gaming, we are dedicated to developing a variety of games while maintaining balance within our portfolio. Our selection includes well-known classic slots for traditional players, instant win and scratch games for those transitioning from the lottery, unconventional slots tailored for younger players seeking unique and interesting concepts from their gaming world, and preferred freemium mobile games. Moreover, at 7777 gaming, we specialize in creating themed games for various festive seasons and delivering exclusive custom-branded titles to our esteemed customers.

We firmly believe that attention to detail is paramount, which is why we meticulously craft every aspect of game development while closely listening to the needs of our partners.

How do you balance the need for innovation with the desire to maintain the core game concepts that players are used to?

The challenge is finding the right amount of balance between complexity and clarity. When creating a new game concept you can incorporate mechanics that work, but sticking to the classics in a sea of games won’t separate you from the competition. However, being too ahead of your time can hurt your game as well, as people might not be ready to play and comprehend.

For instance, our new release Candy Anyways introduces a groundbreaking mechanic where winning combinations are applied from all directions, setting a new standard in the gaming industry. This unique feature enhances gameplay dynamics and offers players an unparalleled experience.

The “Anyway” mechanic is an innovative game feature where winning combinations can be formed in multiple directions, offering players more opportunities to win. Unlike traditional slot games where winning combinations are typically formed from one side, usually left to right on specific paylines, the Anyway mechanic allows wins to occur from every side including right to left, top to bottom, bottom to top, and even diagonally, as long as the winning lines starts from one of the sides of the gird. This unique mechanic adds an extra layer of excitement and unpredictability to the gameplay, creating a dynamic and engaging experience for players.

At the same time with a well-established candy theme, Candy Anyways competes on a global scale with top providers. The familiar yet exciting theme adds a delightful touch to the game, attracting players and creating a memorable gaming environment.

What is 7777 gaming's approach to the development of innovative and unconventional game content?

Our games have incorporated game-like features, such as levels, achievements, and leaderboards, to make the gaming experience more interactive and rewarding. We developed gamification in our marketing tools. We are implementing strategies like achievement systems, daily challenges, and loyalty programs to enhance player retention.

We all know that the storylines keep players invested in the game. We create slots with themes ranging from adventure and fantasy to historical events. Ginger & Gems, Knights & Magic, Jack and the Beans, Club Mr. Luck, etc. – in slots we have included avatars and characters that guide players through the game, interact with them and have unique features that enhance the gameplay. Zeus Quest, Barbarian, Pearl of Egypt for example are games based on enchanting myths and legends.

What are 7777 gaming's plans for continuing to distribute new concepts this year? What can we expect to see from you?

In less than three years, 7777 gaming has successfully enriched its game portfolio with over 140 unique titles, a significant achievement for a young game studio. Leveraging our robust B2C experience, we aim to continue making strides in the B2B sector. Our team of experts possesses extensive experience in operating within highly regulated markets, enabling us to understand the players' needs and demands intimately. This expertise sets us apart from most other game developers.

Our game development plans are ambitious, as we intend to deliver 3-4 new games to our customers and partners every month. These games will feature some of the most innovative concepts, including Hold and Win, Expanded Reels, Buy Features, Spin the Wheel, Mystery Prizes, Megawins, Cluster Games, Crash Games, Spin Cycles and many more.

To substantiate our claims, consider our recent release, Devil’s Deal: Soul for Sale, an immersive slot game that sets a new standard for visual excellence in the gaming industry. Featuring captivating animations, stunning graphics, and unparalleled artistry, this game represents a groundbreaking shift in visual design standards. It surpasses expectations, showcasing innovative art direction through visually striking intros, seamless transitions, and captivating effects. Such excellence is synonymous with 7777 gaming.

As the Chief Commercial Officer at 7777 gaming, could you please share some insights into your strongest markets currently and outline the company's plans for distributing its innovative content to new markets in 2024?

We have gained significant traction in the Balkans, where some of the largest operators such as bet365, Kaizen Group, Superbet, NetBet, etc., have entrusted our products and integrated our game portfolio into their operations.

Our games have garnered widespread acceptance among players in numerous countries in Africa and Latin America. With an MGA license in hand, 7777 gaming is empowered to operate within the MGA jurisdiction seamlessly. In less than three years, we have successfully entered seven regulated jurisdictions, with plans to expand into three more in 2024.

Simultaneously, we offer custom and dedicated content to various lotteries, including those in Moldova, Azerbaijan, and Ukraine. We are on the verge of integrating our lottery games into one of the largest hubs for this type of content worldwide, which will make our lottery content accessible to numerous lottery operators.