Behind the Reels with Zillion Games: Innovation, Partnerships & Player Joy

At LCB, we’re always on the hunt for fresh stories behind the biggest names in iGaming. This time, we’re sitting down with Kseni Viatkina, CMO at Zillion Games, the innovative slot provider making waves with their unique mechanics, enchanting visuals, and player-first approach. From crafting hits like Snow Wolf Saga to forging strong global partnerships, Zillion Games is all about delivering unforgettable gaming experiences. Let’s discover what makes Zillion truly one in a million!

Q: If we were to peek behind the curtain, what’s the most exciting or surprising part of creating a Zillion slot game from start to finish?

The most exciting part of creating a new Zillion' slot is the journey from concept to final implementation. Each game combines visuals, lore, reel mechanics, and math models to deliver an immersive and rewarding experience. What surprised us most was how small adjustments—like tweaking symbol frequency or win animations—can dramatically impact player emotions. It’s a fascinating process of experimentation and balance, where art, sound, and gameplay align to create a unified aesthetic. Every step, from initial sketches to live testing, reveals new insights into how design and mechanics influence player engagement

Q: How do you ensure Zillion Games’ slots stand out in a competitive iGaming market? What’s the secret sauce that makes a Zillion slot game irresistible to players worldwide?

To ensure Zillion slots stand out in the competitive iGaming market, we leverage both marketing and product insights. From a marketing perspective, we conduct in-depth research into player behavior across different geographies, analyzing preferences and trends. Internally, we track key metrics at various stages, such as the number of players upon release, average spins per session, and performance dynamics across different mechanics. This data-driven approach helps us identify patterns, understand player engagement, and refine our mechanics to create products that resonate with players. By combining thorough market analysis with continuous optimization, we deliver high-quality games that remain competitive and engaging

Q: Your games have unique themes like frosty enchantments and wild prairies. Where do you find inspiration for these vibrant stories?

We draw inspiration by combining popular slot themes with innovative concepts, striking a balance that appeals to a wide audience with diverse thematic preferences. This approach allows us to cater to players who enjoy familiar narratives while also engaging those looking for fresh and unique experiences. By testing new ideas and monitoring player responses, we ensure our games remain vibrant, relevant, and captivating across different demographics.

Q: Accumulation features, boost symbols, dazzling lights—what’s the most fun feature you’ve ever added to a game, and why? If you could invent a futuristic tool to make slot games even more magical, what would it be?

Looking at our released games, one of the most fun features is the 'Mystery Symbol' in Zeus Fortune. In the base game, the Zeus Shield serves as the Mystery Symbol, capable of transforming into any symbol, including wilds, bonuses, and scatters. The feature shines when no winning combinations appear after a spin, but some Mystery Symbols are present—Zeus strikes them with lightning, revealing new symbols. This not only increases the chances of forming winning combinations, thanks to the 4096 ways mechanic, but also creates an opportunity to trigger bonus games, as a missing scatter or bonus symbol might be hidden under the shield. It’s a simple yet thrilling mechanic that keeps players engaged.

If our Head of Product could invent a futuristic tool to make slot games even more magical, it would be a 'Random Bonus Generator.' This tool would create an endless variety of unique bonus features for every game, making each spin feel truly one-of-a-kind and enhancing the excitement for players."

Q: Your partnerships with platforms like Nirex and SOFTSWISS have been a significant milestone. How do you woo potential collaborators—what’s your pitch that seals the deal?

We focus on the quality of our product, emphasizing that it is genuinely good and can bring profitability to our partners. Our core pitch is the high quality of our games, with diverse mechanics, engaging designs, and a deep market analysis to find innovative solutions. We are flexible and always value our partners' opinions. As we expand into new markets, it naturally attracts interest from both players and potential partners. We also offer various collaboration options, such as creating custom games for specific projects, ensuring a tailored approach that benefits all parties involved.

Q: Zillion Games has a growing presence worldwide. What’s the most surprising market where players have fallen in love with your games?

The market that continues to surprise us is Australia, where we’ve seen players show exceptional interest and engagement. Over the past year, the average number of spins per session from Australian players has grown by 30%, and the number of players sets new records every month. 

Q: How does your team, from creative roles to account managers, contribute to Zillion Games' rapid growth and innovation?

Our team consists of highly experienced professionals with extensive backgrounds in the iGaming B2B sector. We actively share knowledge and insights with each other, test hypotheses, and gather feedback from clients and players. As a young and ambitious company, our processes are straightforward and agile—we don’t overthink; we discuss and act! This collaborative and dynamic approach allows us to drive rapid growth and foster innovation at Zillion. 

Q: With a growing portfolio and new releases every month, what are Zillion Games’ primary goals for the next five years?

We have expanded our team with dedicated Sales and Account Management departments and aim to enter new markets, such as Africa, while strengthening our presence in Brazil. A key focus for us is branded casino games, where we create custom slots tailored to specific requests. For instance, we developed an exclusive slot for Selector Casino, perfectly aligned with their concept, enhancing their brand. We also plan to increase our presence at industry events, building on the momentum of winning the prestigious EGR Award in 2024, and aim to secure even more achievements in the coming year.