Despite slots’ undoubted place at the forefront of online casino gaming popularity, Sargis Poghosyan, CPO at CreedRoomz, believes that the difference maker in closing the chasm between the vertical and its own speciality lies firmly in one place.

This, he says, centres around fully capitalising on the popularity of game shows. A strategy that sits front and centre of the studio’s strategy to ramp up the interest of its product suite to an increasing volume of players.

In addition to elaborating on the above, Poghosyan touches on CreedRoomz’s ongoing game plan to maintain momentum, in addition to elaborating on the company’s geographical objectives.

iGaming Expert: To begin, could you talk us through the overarching strategy that drives CreedRoomz forward at this current time?

Sargis Poghosyan: As you know, CreedRoomz has been in the market for more than 10 years. At this moment I can say that we are catching up to the tier-one providers. 

We are going after them. We are chasing at this point, but we are doing all our best to get to the same level as them. For example, we have new game shows that the market is demanding. 

We’re going to have our new game shows presented during ICE. I’m fairly sure that after this presentation we’ll be on the same level.

iGX: On the subject of still chasing, what major challenges does this present for yourselves? How do you overcome those? 

SP: I would say that the main challenge concerns the player base and the opportunity to have more platforms, because at this point we are working on expanding ourselves onto new platforms worldwide. 

The tier-one providers that I mentioned are already present on almost all of the platforms in the world, but we are still working on it.

Also, technology wise, they have dedicated teams for R&D and all that stuff, which is new for us. We already have the R&D department on our side and we are going to have a lot invested in this process to bring new technologies and new solutions for our new games.

iGX: Slots are undoubtedly the dominant force, however, if we look at the live casino vertical, what needs to happen to close that gap? 

SP: As I have previously mentioned, game shows are the new trend of the market and its main focus is to convert the slot game players to live casino. These are quick games with quick results, which are more interactive and they involve players. 

That’s also one of the reasons that we are focusing on these game shows, and our new game showswill have new game logics that are similar to slot games, which will also help us to convert these players. 

iGX: Looking at your product output specifically. What exciting developments have you got coming up?

SP:The main part of the roadmap is, again, the game shows that we have lined-up. At this moment, we have more than six game shows that we are going to have implemented by the middle of next year. 

The two main ones are going to go live during the fourth quarter of this year and at ICE next year. We are doing our best to manage and have everything prepared. 

However, we are not leaving the classic games behind. We are enhancing, improving, and adding new technologies in these classic games, and these are also included in our roadmap. 

We’re also going to have new blackjack variants going live soon with new game logics included in the classic ones, which is also helping to keep the classic background players more interested in our games.

iGX: Looking at geographies specifically, what would you label as the strongholds for CreedRoomz? Where do you see yourselves performing? 

SP: I think everyone is aware that Brazil is getting bigger and bigger, and one of our main ambitions at the moment is conquering Brazil. We have made a lot of investment in that. 

We’re going to have a dedicated local studio with Brazilian dealers dealing on the tables, which is going to help us to cover all the market requirements that they are at this moment. 

I think our main focus at this point is Brazil and Europe. We do have all the licenses and certifications for most of the regions in the world. We have been certified in the UK for more than six years already. We have GLI licenses for more than eight countries in the world at this moment. The expansion is worldwide with the main focus on Latin America. 

iGX: You spoke about Brazil and the importance of having a strong local presence. How important is that and how will you go about tailoring your output on a local level to specifically appeal to players?

SP: In most cases, that actually depends on the region. That’s the experience that we have faced, and that’s why we do have more than 12 native language speakers in our studio. We have 12 language tables, and that content is also being translated to more than 20 languages.

Localisation is one of the key parts that you need to be focused on while you are dealing with live casino due to its overall interactive nature. The tone of voice, speech of the dealers etc should match to the dialect. This will also help when it comes to the stickiness of players.

From my perspective, it’s very important to have this level of localisation, and to have all that considered while creating new games. 

iGX: And are we primarily concerned solely with Brazil, or is there interest from CreedRoomz in the wider Latin American region?

SP: It’s definitely wider. As I have mentioned, we have native speakers for 12 languages, including Spanish, Italian, Russian, and English, of course. There are a lot of languages that we are using to help us out.

This localisation aspect is the same story for our baccarat games, for example. It’s very important that those who are playing our games, such as baccarat or Dragon Tiger, are considered from the construction of the studio all the way through to the outfit of the dealers. This has to be considered to have the best quality and the best fit for the region.

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