GBC Time has interviewed – Aleksandra Mouton, CEO at Amarix, a Mobile-First, Full-Service Game Provider, specializing in fast and crash games, with some slots too to keep the excitement going
Congratulations on being named “Best iGaming CEO 2024”! How does it feel to receive this award, and what do you think contributed to this recognition?
For me, this award serves more as a confirmation that we are on the right path internally. We place a significant emphasis on building a strong corporate culture and fostering a decision-making environment within the company. The Amarix team is our greatest pride and achievement. Receiving such a highly personal award is, for me, a recognition of the leadership qualities that have helped create a system where individual efforts are amplified and reflected in the company’s overall results, rather than being lost in bureaucratic corridors or bogged down by technical issues.¶ It’s also a recognition that highlights our dedication and innovative approach in the iGaming industry – I believe this success stems from our commitment to innovation, a deep understanding of our players’ needs, and our ability to adapt quickly to market trends. At Amarix, we specialize in developing crash and fast games, focusing on delivering unique, engaging experiences. Our emphasis on user experience, strong partnerships, and continuous investment in our team has been instrumental in achieving this recognition. Ultimately, any success is a team effort, and this award is a testament to the passion and drive of everyone at Amarix who shares our vision. Together, we are pushing the company forward, and I couldn’t be prouder of what we’ve achieved as a team.
Could you tell us a bit about Amarix’s journey? How did the company start, and what were some of the key milestones along the way?
Amarix was established just over two years ago as a company, but from the very first day, we were a group of individuals with extensive experience in the iGaming sector above all else. For me, Amarix has been a stage of professional growth—a culmination of many years of dedicated work on B2B products and solutions.
The team I assembled represents a wealth of practical expertise, including managing crypto-banking products, game development, platform creation for casino management and white labels, and building payment systems. We’ve made technology the cornerstone of our business, which is reflected in our structure—our development team still accounts for more than half of our workforce.
For us, technology and adaptability to change mean far more than a lofty mission statement showcased in a quarterly presentation. They are the essence of who we are and what drives us forward.
In our first year, we laid a strong foundation, even before going live. We dedicated this time to creating an initial portfolio of games, developing a full-scale back office system, and ensuring key features like freebets were ready upon launch. All of this preparation culminated in the debut of our first game, CRASHX.
Since going live, it has been an incredible journey. At the SBC Summit in Lisbon, we proudly celebrated our first year in operation—a year packed with accomplishments. In that time, we:
– Released 18 games, showcasing a diverse portfolio of fast, crash and even a slot game.
– Began branding games for our partners, customizing experiences to meet the needs of our operators.
– Supported two major sports events by reskinning our games.
– Launched a powerful tournament tool and pepared for our first upcoming Network tournament this December.
– Signed deals with numerous wonderful operators and aggregators, while continuing discussions with many more.
Our commitment to operator-centric solutions has been the cornerstone of our growth as a game provider, and we’re proud of what we’ve achieved in such a short time. We’re excited to keep building on this as we continue to grow and expand.
What do you consider to be Amarix’s flagship games, and what sets them apart in the competitive iGaming market?
At Amarix, we like to say, “Our best games are yet to be released.” The reality is that each new launch significantly outperforms the previous one right from the start. We are constantly expanding our partner network and experimenting with innovative solutions in game development.
Of course, a few games stand out in our catalog as flagship titles. Among our standout titles, Crash X has been a central focus of our promotional efforts, while Mines achieved above-market retention rates from its very first month. Building on this success, we introduced variations such as Crazy Mines with increased RTP, Crystal Mines featuring a minimalist design, and Crypto Mines, optimized for mobile devices with low-speed internet. For the latter, we streamlined the original game’s assets, removed unnecessary elements, and ensured the design retained its signature style.
These games reflect our commitment to innovation and adaptability, delivering fresh, engaging experiences for players.
Our game Car Crash garnered exceptional attention from the audience. It was first announced at IGB Amsterdam, where it earned us our debut award as a game developer. Car Crash’s innovative three-bet system ensures consistent payouts with player-controlled volatility and a provably fair RTP, delivering both excitement and transparency via Provably Fair technologie.
The game’s advanced tournament mechanics—featuring turnover, win, max coefficient, and total coefficient formats—redefine social gaming, making it a highly attractive marketing tool for operators. Additionally, Car Crash offers seamless integration of free bets and customizable promotions via API or back-office, empowering operators to drive engagement and retention with minimal technical effort.
By blending thrilling gameplay with operator-friendly tools, Car Crash showcases our commitment to innovation, setting new benchmarks in player experience and casino marketing.
Amarix is known for its innovation in game design. How does your team approach creating a game that resonates with players globally?
At Amarix, creating globally resonant games starts with a focus on understanding player psychology and adapting to diverse markets. Our approach combines innovation, technology, and cultural insights to deliver engaging and universally appealing experiences.
Philosophy: We design games with mechanics that emphasize excitement, fairness, and accessibility. By focusing on what makes gameplay inherently enjoyable, we ensure our titles appeal to players from different regions and backgrounds.
Recognizing the importance of community in gaming, we integrate features that promote interaction and competition.
Every market has unique preferences, so we craft flexible game designs that cater to diverse player expectations. This includes considering pacing, aesthetic styles, and gameplay complexity.
By incorporating provably fair systems and advanced analytics, we build trust and transparency, which resonate universally among players and operators alike.
Creating a flawless solution requires meticulous effort. Like any developer, we test, make mistakes, pivot, and experiment with teams of artists and developers. If you look at Amarix’s catalog, you’ll notice stylistic parallels between our games, yet our UI/UX solutions vary from one title to another. We boldly discard what doesn’t work and adopt best practices to ensure continuous improvement and innovation.
At Amarix, it’s about delivering more than just games—it’s about crafting experiences that transcend borders and resonate with players everywhere.
Which geographic regions have been the most important for Amarix’s growth, and are there any new markets you’re targeting?
India has been one of our most significant markets, and it’s no surprise why. The love for fast and crash games in the region aligns perfectly with our portfolio. Beyond India, we’ve seen rapid expansion in markets such as Azerbaijan, Uzbekistan, and Kazakhstan.
One particularly exciting market for us has been Turkey, where we tailored a game specifically for local preferences—CRAZY Mines with an elevated RTP of 98%.
Looking ahead, our focus is on entering Asia and further expanding in Africa. To support this, we’ve developed our Crypto Series games, which feature a lighter, more minimalistic design optimized for bandwidth and device limitations, with file sizes as small as 2-3 MB. These are well-suited to markets with emerging infrastructure.
Additionally, we’re in the process of obtaining a Brazilian license, which will pave the way for us to enter this dynamic and growing market.
We also have exciting plans for European local licenses, so stay tuned for updates on this front as we work to bring our offerings to even more players across the region.
The iGaming industry is evolving rapidly. What trends are you seeing that will shape the future of online slots and gaming?
The iGaming industry is undergoing a technological revolution, and the future of online gaming will be shaped by several key trends.
First, technologies like virtual and augmented reality are creating highly immersive gaming experiences. Combined with artificial intelligence, which personalizes player journeys, these innovations are making slots more interactive and engaging.
Second, blockchain and cryptocurrencies are becoming integral to the industry. They provide transparency, security, and convenience, particularly through anonymous transactions.
Another important trend is the changing demographic of the player audience. Today’s players expect an all-in-one service, with platforms becoming more comprehensive and designs more minimalist. Integration into the daily life of users, who spend a significant portion of their time on social media, calls for the adaptation of social elements not only in chat features or gamification but also through collaborations with popular platforms.
And undoubtedly, all these trends collectively lead to an increased focus on responsible gaming. Features like self-control tools, spending caps, and eco-conscious initiatives demonstrate the industry’s commitment to player well-being and environmental responsibility.
With technology advancing so quickly, how does Amarix stay ahead in terms of game development and player engagement?
At Amarix, we adhere to a data-driven approach in every aspect of our operations. Our analytics team goes beyond standard user behavior studies through web analytics or financial statistics. We leverage machine learning to analyze and predict customer preferences, integrating artificial intelligence to derive insights. Our personal gaming experience serves as a complement to these data-driven studies rather than their foundation, ensuring that our decisions are rooted in advanced research and innovation.
Feedback is integral to our process. We actively engage with players and operators, refining our games to ensure they remain fresh, exciting, and aligned with market demands.
Second, we actively embrace cutting-edge technologies like artificial intelligence, blockchain, and real-time graphics to create unique and engaging experiences. For example, AI helps us tailor content and recommendations to individual players, making every interaction feel personalized.
We firmly believe that flexibility in adopting technologies is rooted not only in strategic planning but also in cultural values. We encourage innovative solutions at every stage of development while adhering to essential market trends. For us, principles such as mobile-first design, optimization of game loading speeds, and incorporating at least one “bonus feature” that actively involves the player in decision-making are non-negotiable elements of every project, whether it’s a game or a back-office solution.
As the CEO, what are some of your top priorities for Amarix in the coming year, and how do you plan to achieve them?
One of Amarix’s key objectives for the upcoming year is the optimization of operational activities: simplifying internal processes, automating daily tasks, and eliminating unnecessary steps. This will free up time for what truly matters—creating high-quality, creative content and fostering strong relationships with partners. We plan to significantly expand our team, but it is crucial that every new employee feels comfortable and engaged with interesting tasks. This goal cannot be achieved through complex bureaucracy, so I intend to dedicate the first half of the year to eliminating inefficiencies in our process management.
I also plan to invest in the game design and art teams. We are planning to launch several parallel projects, creating small teams within Amarix that will work on releasing games in their unique style or through collaborations of their choice. By the end of the year, we will have several cases of completely unique development solutions, or possibly even the launch of a new business direction if any specific project proves particularly successful. At the start of this year, one such experiment with a small team led to the opening of a new business Game Aggregator—nirex.com.
Another key focus is global expansion. The iGaming market is growing rapidly, and we’re looking to enter new regions with localized content and tailored strategies. To achieve this, we’re building strong partnerships and adapting to regional regulatory landscapes.
Lastly, maintaining a strong company culture is essential. By empowering our team with resources, fostering collaboration, and promoting creativity, we ensure we stay ahead in this dynamic space.
Finally, what advice would you give to aspiring leaders in the iGaming industry, especially in such a dynamic and competitive space?
The iGaming industry evolves quickly. Stay informed, be adaptable, and always look for ways to innovate. Success comes from anticipating trends, not just reacting to them.
This industry is ultimately about people. Understand your audience, listen to their feedback, and design experiences that resonate on a personal level.
Trust is everything. Whether it’s ensuring fair play, adopting responsible gaming practices, or supporting your team, integrity should guide every decision you make. Leadership in iGaming isn’t just about staying competitive; it’s about shaping an industry that is creative, ethical, and player-focused.
Read More: Gambling license in Malta
