Live casino, like so many segments across the iGaming landscape, has come awash with competition as boundaries continue to be pushed to capture the imagination of players.
CreedRoomz is one such example that is looking to heighten its appeal to a demographic that demands faster and faster gratification.
However, Head of Commercial Operations, Lidiia Vakulenko, is confident that the studio has cracked the case. Amid a quest to bring the ‘show’ back to game shows, a belief is stressed that they can deliver a player experience that can compete with the likes of Netflix.
In addition to elaborating on why the product roadmap is causing such significant excitement, Vakulenko looks at where CreedRoomz’s primary growth engines will lie, and why adopting a sense of friendship is key to any partnership.
Which currently occupied markets do you currently view as the ‘primary engines’ for CreedRoomz’s growth in 2026?
Generally, we are a global company. We maintain our presence in every single region, with the exception of the US and, obviously, restricted geographies. But if we’re speaking right now on our focus for 2026, we believe that three regions would be the key for us to achieve great results,
These would be Europe, Latin America and Southeast Asia. LatAm and Southeast Asia are very important for us currently because they are showing great market trends, a mobile first approach and are looking for more high engagement solutions.
These kinds of markets are really making us grow as a company and product-wise. I believe these two regions would be the key for us 2026, and also to make sure that we support our journey there.
We are going to open several live studios in these regions. This will help us to solve all of the cultural nuances that may appear, and make sure that our clients will receive the best quality product, tailored to the market, with native speakers.
I think this will bring us closer to the client and players, and we will be able to establish some strong partnership there.
With such a strong roster of global partners now in place, is your 2026 commercial priority focused on expanding the volume of new partners?
We definitely have a lot of massive clients in our portfolio in every region, but for us it’s not about just simple raw volume.
It’s more about building strong long-term partnerships, and to be sure that we are first that are following the market trends. That’s how we are with every client.
We are establishing a strong partnership and friendship. We are in constant contact with casino management marketing teams. We understand that it’s not only about volumes, but more about retention tools.
We are increasing the amount of promotional tools constantly for every single game. It’s also about dedicated solutions, dedicated studios. Everyone is looking for something tailored to their needs, something unique and specific. This is why we are currently opening a new product division.
What qualities do you look for when identifying any potential new partner?
For our partners, it’s not like a checklist criteria when you go on a date. You don’t go from one to 10, and if it’s not all 10 then the deal is off.
We are not only doing business but we’re also doing friendship. We are ready to connect with everybody, to have a network with everybody that is actually doing business in the same way as we do
Those who are ready to grow together and are ready to provide a good product for any specific market, and are able to be a good partner. Someone that is trustworthy and good at what they’re doing.
When looking at your product roadmap for the year, what is causing the most internal optimism?
For the product roadmap it’s two things that we are doing right now.
We’ve launched a series of massive partnerships with the biggest names in sports. Leading game shows that charge exclusive collaborations with football royalty: Kickoff Roulette Ronaldinho, Marble Cup and Maradona Run.
Bringing these iconic figures on board allows us to bridge the gap between historic sporting excellence and modern casino experiences. We are incredibly honored to celebrate their legacies and share this next era with our audience.
The other one is developing some kind of crazy hype games when you never know when you catch the hype. It is actually to make sure to bring the show back to the game. I think that the market is a little bit tired of classic themes. Everybody wants something engaging, which is why CreedRoomz is personally interesting for me because it’s also a little bit like a filmmaking.
We have a whole creative family right now in CreedRoomz where we’re discussing in every meeting what could be the next loud step we can do.
It’s always fun to be at these meetings. The wilder it sounds, the better idea you get.
It brings a next level of player engagement experience. With this kind of thing you can beat Netflix, because you have the same kind of vibe.
On the topic of game shows and with markets being so crowded, how do these titles help partners differentiate their brand rather than just adding ‘another game’ to their lobby?
We have several show games right now that are going viral.
One of them is Road to El Dorado. This is an Aztec themed game. For this one, we actually hired a film production company that is famous for doing movies in Hollywood.
This kind of quality we were looking for to produce Road to El Dorado. They produced a great Aztec themed movie when you actually also have four other bonus games in different directions, basically you have five games in one, which means you follow the story of the game and are participating rather than following.
The other two games are generating amazing engagement are the Ronaldinho roulette a Maradona Run. We deliberately launched them during the World Cup to strengthen the buzz, and the plan worked 200%
The commentator has a certain script and also sometimes improvises. They are making it really engaging. You’re not just watching or playing the game, but also having a real time partner where you can actually have some kind of engagement or jokes. It really makes you stay in the game.
