develop solutions, the complexity of the analysis often forces us to simplify our approach… At Amarix, we took a fundamentally different approach when building our analytics department - focusing not just on data collection but on identifying behavioural patterns.”


Tis data-driven philosophy already yields tangible results. As an example, Aleksandra cites Amarix adjusting the autoplay button interactions based on usage patterns, resulting in a 17 per cent increase in user turnover.


SCALING OPERATIONS WITHOUT BUREAUCRACY


As Amarix expands into new markets, Aleksandra is determined to preserve the lean, flexible culture that enabled the company’s early successes. She maintains that every process must have a clear purpose, rather than serving as a barrier to progress: “I prevent chaos in operations from spreading by structuring every process through clear regulations, yet I don’t allow bureaucracy to thrive - because every regulation we implement is a direct response to a real conflict or internal challenge.”


Regulations are developed iteratively and tested in real-world scenarios. Tis approach has fostered a “lean culture” where each team member communicates precisely and helps automate processes whenever possible: “I also use humour when structuring processes. My specifications often include lines like, ‘Let’s dedicate ourselves to


something more enjoyable or embrace laziness - this routine part is better left to automation.’”


Partnerships are integral to Amarix’s revenue model and culture. Te launch of Nirex - a game aggregator under Amarix’s shared API - turned many competitors into collaborators: “With Nirex, we transformed our competitors into partners and friends, fostering collaboration instead of rivalry,” explains Aleksandra. “We build trust- based relationships, exchange expertise, and I hope to soon establish a full-fledged industry network by organising an event that brings together both game providers and operators.”


Amarix’s philosophy of never saying ‘no’ outright to a partner’s request underscores its commitment to collaboration. Instead, the team looks for ways to provide comprehensive solutions that address the partner’s deeper, often unstated needs: “For instance, one of our partners requested detailed transaction breakdowns… We delivered exactly what they requested - but we didn’t stop there. We developed a turnkey bonus management system, eliminating their need for an in- house solution.”


By blending agile management, social gaming innovation, and rigorous data analysis, Amarix is carving out a unique space in the ever- evolving iGaming landscape. With an upcoming slate of “legendary” game releases and a commitment to bold experimentation, the company shows no signs of slowing down.


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