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Amarix Moaning Wednesdays and Agile Principles


After launching Amarix, CEO Aleksandra Mouton has maintained a clear vision of what she wants to achieve: to build a gaming provider that’s agile, data-driven, and unafraid to embrace new ideas. Sitting down with G3 Media, Aleksandra explains why an anti-micromanagement philosophy grounded in openness is helping Amarix shape the next wave of iGaming innovation.


FROM STARTUP TO ESTABLISHED PRESENCE


Amarix’s growth trajectory has been defined by a combination of careful planning and daring innovation. Aleksandra recalls the first months of the company’s life as a time of intense focus on building a solid foundation: “We started by dedicating an entire year to building our infrastructure and developing the back office. By the time we launched our first game in September 2023, it already looked like the work of an established company rather than a startup team. We brought a fully polished product to market - one we were proud to showcase.”


In fact, before Amarix even had a website, Aleksandra was pitching the dev platform to prospective partners using nothing but a tablet. Tis resourcefulness and hands-on approach set the tone for Amarix’s culture. “In the beginning, I personally handled our first partner presentations - without even having a website - just a tablet with our dev platform open. And honestly, I take pride in that. It reflects our spirit: from day one, we had a clear vision and priorities, and we’ve stayed true to them ever since.”


Another key milestone came when the company decided to build out its sales team and make a big splash at its first major industry exhibition at SBC Summit Lisbon. Aleksandra recalls the team’s energy and how it confirmed her belief in Amarix’s momentum. “I had never seen anything like it - the entire team, even those who couldn’t attend, was deeply invested in our success. Of course, I will always have a special appreciation for our first partner, Winspirit, who believed in us. But the energy that Amarix exuded during the summit in Lisbon solidified my belief - this team is unstoppable.”


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Following that, Amarix quickly rolled out a suite of marketing tools, including tournaments and free bets. Yet the company’s evolution didn’t stop there. Aleksandra describes how Amarix is entering a new phase, deliberately slowing the pace of releases to focus on “legendary” products: “We’ve deliberately slowed our game release cycle to focus on something fundamentally new: games that combine advanced mathematics with social gamification elements, all while maintaining Amarix’s signature simplicity and seamless user experience.”


Asked about the choice to focus on mobile-first slot and crash games, Aleksandra cites two major trends. First, crash mechanics are soaring in popularity, especially in CIS and European regions, because players want greater control over their risk levels. Second, a new generation of gamers demands more social interaction within their casino experience:


“A new generation of players has now emerged, seeking social elements in gaming. Modern users expect a broader engagement approach from game providers, including collaborations with social media and gamification through social features - such as chats, betting pools, shared jackpots, and team-based play.”


Amarix seeks to meet these expectations by pairing modern marketing strategies with a robust technology stack that can handle the fast- paced nature of crash and slot games. According to Aleksandra, the company’s mobile-first approach doesn’t compromise on graphics or performance: “We ensure full responsiveness, optimise assets and sounds within the game - our latest games from the crypto series (Crypto Plinko, Crypto Mines, and Bets and Mines) do not exceed 3MB in load size. At the same time, the graphics remain visually appealing rather than overly minimalist.”


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