Zillion Games’ Vision for Latam: Strategy, Innovation, and Local Impact

January 8, 2025 | Exclusive Interview

In an exclusive interview, Ekaterina Mikhailova, Chief Customer Strategy Officer at Zillion Games, shares the company’s vision for the Latam gaming market. She outlines Zillion’s goals for 2025, expansion strategies, and the influence of their games in a diverse and ever-evolving region. Mikhailova explains how Zillion customizes its products to align with local cultural and regulatory preferences while forging strategic partnerships to drive growth.

What are Zillion Games’ main goals in the Latam region for 2025, and what strategies are being developed to achieve them?

Zillion  aims to increase its market share in key Latam countries by tailoring its products to local preferences and regulatory requirements. The company is actively pursuing new partnerships with local operators and regulators to ensure compliance while delivering innovative and engaging gaming solutions.

From your perspective, what sets the Latam gaming market apart from other regions, and how are you tailoring your operations to better serve this market?

To serve the Latam market effectively, we adopt a localized approach that emphasizes cultural sensitivity, mobile optimization, and regulatory compliance. The regulatory environment in Latin America is evolving rapidly—some countries are tightening online gambling laws, while others are just beginning to introduce regulations. This dynamic landscape presents both opportunities and challenges. We prioritize flexibility in our technology and operational models to quickly adapt to regulatory changes. Our ultimate goal is to create a gaming experience that not only attracts players but also builds trust and loyalty across diverse Latam markets.

What role do local partnerships and collaborations play in Zillion Games’ strategy for Latam, and can you share any recent or upcoming examples?

Local partnerships and collaborations are critical to Zillion’ strategy for expanding in the Latam region. Latin America is a diverse market with unique regulatory environments, cultural preferences, and consumer behaviors. Building strong local partnerships allows us to navigate these complexities and accelerate growth. Local partners provide invaluable insights into regional regulations and help us adapt quickly to any changes. These collaborations ensure that we remain compliant while delivering games that resonate with local audiences.

How does Zillion Games ensure its titles, like “Wolf’s Moon” resonate culturally and meet the expectations of Latam players?

At Zillion Games, we recognize that the success of a title in the Latam market goes beyond quality gameplay. It’s crucial to ensure that a game’s themes, narratives, and visuals resonate with local players. 

For example, while “Wolf’s Moon” appeals universally through its gameplay mechanics and fantasy elements, we take extra steps to align its design with local preferences. This includes incorporating native myths and folklore, which hold significant cultural value in many parts of Latam. Additionally, we integrate art styles and storylines that reflect the region’s unique aesthetic preferences to create a stronger connection with players.

Based on your data, what features or mechanics do Latam players value most, and how does this influence your new game development?

Latam players exhibit distinct preferences in gaming features and mechanics, influenced by cultural factors, regional trends, and economic conditions. Based on our data, we’ve identified several key aspects that resonate with this audience:

• High volatility games: Latam players, particularly in Brazil and Mexico, prefer games that offer the potential for larger, though less frequent, wins.
• Local themes: Games featuring regional folklore, cultural references, and traditions are highly engaging. For instance, Mexican players often respond positively to themes inspired by ancient Aztec culture, while Brazilian players are drawn to themes tied to local festivals like Carnival.

These insights drive our game development, ensuring that we deliver experiences that meet the expectations of Latam players while maintaining global appeal.

Looking beyond 2025, how does Zillion Games envision its role in the growth of the Latam iGaming market, and what innovations are you planning to bring to the region?

Looking ahead, Zillion Games envisions playing a pivotal role in the continued growth and evolution of the Latam iGaming market. Our long-term strategy focuses on several key areas that will help us lead in the region while contributing to the broader development of the industry.

Latam is one of the fastest-growing iGaming markets globally, and we believe the region will become a hub for online gaming, featuring diverse player segments and game types. Our role will include supporting the growth of local operators, promoting responsible gaming initiatives, and ensuring our products cater to the unique demands of players in each country.

Innovation will remain at the core of our strategy. We aim to enhance player personalization and leverage technological advancements to deliver cutting-edge gaming experiences. By fostering deeper connections with players and shaping the future of Latam’s dynamic iGaming landscape, Zillion Games is committed to driving growth and setting new benchmarks in the industry.