AffPapa Adds PoggiPlay to Its Expanding Directory
AffPapa, the ultimate iGaming directory is delighted to announce a strategic partnership with PoggiPlay, an innovative casino games provider.PoggiPlay is the studio...
Interview with Andrey Anikeev – Chief Business Development Officer at PoggiPlay
In a recent interview, AffPapa caught up with Andrey Anikeev, Chief Business Development Officer at PoggiPlay, about his career shift, creative game development, and upcoming projects.
Yeva: Can you share the path that led you to your current role as Chief Business Development Officer at PoggiPlay? What motivated you to transition into the iGaming industry, and how has your previous experience influenced your approach at PoggiPlay?
My gateway to the iGaming world was finance, where I used to build long-term partnerships with major clients across various sectors. One client, an iGaming company, once amazed me with the scale of its projects, far more than even the largest manufacturing firms I had dealt with. I was truly impressed by the sheer volume of money moving through the industry.
I won’t deny it. Firstly, I was drawn to the industry by its financial promise and potential. But the longer I stayed, the more I uncovered. I discovered there’s more to iGaming than profits as such. I saw it as a unique world where innovation, creativity, and data-driven strategies merge to reach these profits.
Over time, I realized that the true magic of this industry lies in its people. They are passionate professionals who thrive on pushing boundaries and bringing new technologies and creative concepts to life. Expos and conferences are a true celebration of the industry, cradling bold partnerships, groundbreaking ideas, and fresh concepts. This ever-shifting energy is what makes iGaming stand out and keeps us all deeply engaged in it.
Yeva: PoggiPlay was founded in 2020. What inspired the creation of the company, and what core mission drives your team forward in the competitive iGaming space?
The ideas that laid the foundation of PoggiPlay and continue to drive the company to this day were shaped by four key people. People united by unique skills and a clear vision of their goal.
The first is our founder, a true visionary and innovator. His ideas set the course for everything we create. With numerous successful digital projects under his belt, PoggiPlay has been in good hands from day one.
The second is our technical mastermind, the CTO. He knows everything about the mathematics and mechanics of games. He ensures that every PoggiPlay release is not just polished for engagement but also in a flawlessly tuned technical state.
The third is the design guru. A person who has spent his entire life creating visuals that set standards. Peak design, aesthetics, and immersion in games. That’s his realm.
The fourth is, well, myself, the ultimate dealmaker. My team says I build bridges where others don’t even try. These bridges connect us with the right people, the right markets and make sure our games find their players.
The harmony of these four pillars is not just a beautiful metaphor. It’s a formula that truly works.
Backed by the core vision, we keep growing thanks to creativity, honesty, quick adaptation, and a significant focus on user experience. We are growing at a very rapid pace. Our player base has increased 50x this year, and we continue to steadily break our internal GGR records every month. Our individual approach to each partner, listening to and understanding their current needs, works wonders for friendly, trust-based relationships.
Yeva: Your games are known for their unique designs and immersive storylines. Can you walk us through the creative process?
Our creative process is a blend of wild ideas from a young and dynamic creative team, countless hours of research, and strong teamwork.
It all starts with brainstorming sessions involving all departments, from development to marketing, where we discuss themes, game mechanics, and player engagement strategies. We analyze trends both within our market and on a broader scale, studying audience behavior and the cultural specifics of different regions. Our goal is to develop concepts that truly resonate with players.
Once the idea is formed, our artists and developers bring it to life by creating high-quality graphics, animations and refining game mechanics. Storytelling plays a crucial role, adding depth to the gameplay and turning each spin into a full-fledged adventure. To ensure that every element on the screen and beyond fits seamlessly, it’s essential to understand the overarching story we are telling through the game.
Before release, we conduct extensive testing to achieve the perfect balance between entertainment and the thrill of winning.
Yeva: Can you discuss the significance of certifications, such as those from BMM Testlabs, in maintaining the integrity and trustworthiness of PoggiPlay’s offerings?
Certifications from reputable testing laboratories, such as BMM Testlabs, play a key role in ensuring player trust and compliance with regulatory standards.
These certifications confirm that games operate fairly and randomly, aligning with our commitment to transparency and responsible gaming. In the highly regulated iGaming industry, independent testing strengthens our reputation and opens doors to new markets.
For us, this also serves as an additional QA measure, proving that our games function as intended and meet the demands of the market.
Yeva: How does PoggiPlay adapt its game development strategies to cater to diverse player preferences across various regions? How do you integrate player feedback into game development?
PoggiPlay designs its games to help players feel comfortable, engaged, and fully immersed in the experience without distractions or unnecessary friction. Our goal is to create an environment where players can truly enjoy the anticipation of big wins.
Every element (sound, visuals, and UX) is carefully handpicked to deliver maximum aesthetic pleasure while keeping the excitement alive. We also pay attention to players who seek big payouts, which is why we continuously refine and optimize fast-play modes to enhance their gaming experience.
At the core of our game development, we focus on the end consumer, the player. We study trends, demographics, and behavioral data. We’re balancing between “established classics” and the introduction of fresh trends. Sometimes, we create projects adapting to specific regions, while other times, we develop games that appeal to a global audience, no matter where they live. But it is always a thorough work.
This process includes fine-tuning slot volatility, selecting themes, designing bonus mechanics, and ensuring proper localization (currently available in 17 languages) to meet the expectations of players from different countries. We also study and use AI within reason in tasks that simplify processes without sacrificing content quality.
Feedback is a crucial element of development. We collect reviews through operators, analytics, and direct interaction with our audience. This year, we are starting to work with streamers to gather player feedback more effectively. We analyze direct responses and also take into account comments from viewers in chat. It allows us to refine our games based on real-time player reactions and preferences.
Our flexible development process allows us to quickly implement changes — ranging from adjusting the mathematical model and UI/UX to adding new features. This ensures that our games remain relevant and competitive in the global market.
Yeva: Are there any upcoming projects or games that PoggiPlay is excited about?
We are excited about all our projects, especially those nearing release. We always step into the player’s shoes, creating games as if we were making them for ourselves. Also, we avoid oversaturating the market with hundreds of reskins of classic games (777, coins, cherries, and countless copies of Bonanzas of all kinds). After all, we’re sticking to “Quality is never sacrificed for quantity”. This approach has a positive impact on the final product’s excellence.
In our latest release (Bust a Nut), we recreated the authentic aesthetics and atmosphere of the Wild West. But instead of cowboys, we focused on the Gold Rush theme. The result is absolutely stunning! There’s energy, golden nuts, and, of course, a playful naming touch.
Further along the roadmap, we plan to guide players through various historical eras and events, popular themes. We’ll lift them to the heavens and much more! All of this will be seasoned with a sauce of stunning visuals and insanely engaging mechanics.
Yeva: Finally, Andrey, beyond your professional work, do you have any hobbies or interests that influence your work in game development?
Snowboarding and exploring the mountains in general are the best ways for me to reset and recharge. The freedom, speed, and energy help clear my mind, bringing fresh perspectives that often translate into new creative ideas for game development.
Yet, at the same time, I realize that, ultimately, the most important things are family, friends, and simply the ability to enjoy life.
After all, games are about emotions, which means that to create amazing projects, you need to live with joy yourself.
Company: PoggiPlay
Interviewee: Andrey Anikeev
Date: 14.04.2025
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