Tere are two main priorities. Growth and
satisfaction.” Satisfaction is about player retention, growing with our partners and providing high quality support and content.
MARHARYTA YERINA MD, ELA Games
ELA Games Less Experimentation, Greater Focus
An immersive stand, a standout showcase title, and a clear design philosophy signalled ELA Games’ growing confidence at ICE Barcelona. After a year of strong financial performance,
Marharyta Yerina, Managing Director, is clear that the supplier’s growth in 2025 was driven by sharper focus rather than experimentation for its own sake.
Te studio’s progress, Marharyta explains, came from knowing when to refine rather than reinvent. “We implemented a change in strategy by stopping experimenting and focused on creating products that would give us a return on investment.”
With a background in finance, ELA Games’ MD has been particularly conscious of balancing creative ambition with commercial discipline. Tat recalibration paid off quickly. “I believe the slots that we produced in Q3 and Q4 2025 were better quality and of greater interest to players,” she underlines.
Market expansion also played a role, with Greece emerging as a standout performer. But Marharyta is quick to stress that success there was grounded in preparation rather than assumption. “We’ve found that Greek players don’t just like stereotypical mythic titles but shooters and interactive games,” she notes.Te real advantage came from understanding those preferences before launch. “Te underlying reason for our success in Greece was our research ahead of market entry into player preferences.”
Rather than tailoring every release to individual jurisdictions, Marharyta frames player behaviour more broadly. “I wouldn’t say that each market’s player base has specific requirements,” she sets out. Instead, ELA Games divides the global audience into three core groups: players who prefer classic fruit and card games; those drawn to more innovative, instant-style formats; and a growing segment focused primarily on experience.
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While ELA Games doesn’t develop instant games directly, perception still matters. “Players recognise Winpots as instants because you can create a strategy to a certain extent in this format,” she says. For experience-led players, however, animation quality, visual identity, and immersion are decisive – and increasingly central to ELA Games’ design direction. Tat emphasis on experience has shaped some of the studio’s strongest recent releases. Buffalo Force marked a milestone as ELA Games’ first high-risk title. “Because of the high-risk design the game has become increasingly popular with players,” Marharyta
explains.Pinatas Festival, meanwhile, represented a creative turning point. “Tis was our first game that we crafted with great care,” highlighting the attention paid to music, colour, animation, and overall presentation.
Tose same creative priorities were brought to life at ICE Barcelona, where ELA Games concluded a standout week by turning its booth into a physical extension of its design philosophy. Rather than a conventional stand, the space was built to immerse visitors in the world of Wealth of the East – the studio’s headline title and a clear signal of its ambitions in Asian-themed content.
Wealth of the East was first revealed to the industry during the expo where it drew attention for its blend of familiar slot structures with mechanics more commonly associated with tabletop gaming. At the centre of the experience was a large dragon installation that became both a visual anchor and a natural meeting point, reinforcing the game’s festival-inspired theme.
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