Anna Krimova: “Players today want games that adapt to their personal play styles”

Today, Casino Guru News speaks with Anna Krimova, Head of Sales at Amarix, to explore the company’s commitment to crafting cutting-edge iGaming products built around innovative formats such as Plinko, Mines, and Crash games. With a focus on resonating with a new generation of players, particularly Gen Z, while still engaging older audiences, Amarix aims to create a universal gaming experience that bridges generational gaps.

"Players today want games that adapt to their personal play styles," Krimova explains. "Whether it’s customizable avatars, tailored risk levels, or unique in-game challenges, Amarix is here to meet those evolving expectations," she adds. Read Casino Guru News full interview with Krimova to find out more.

Q: Amarix is a company that has specifically focused on developing innovative titles that build on different gameplay mechanics – mines, plinko, and specifically – crash. How receptive have audiences been to these types of games?

Over the past few years, we’ve seen a massive shift in player demographics and preferences, and we’ve adapted accordingly. With the average player becoming younger, we’ve tailored our content to be more engaging for Gen Z while still appealing to older audiences who appreciate the thrill and strategy behind these mechanics.

Crash games, in particular, have been a huge hit because they offer a unique blend of simplicity and high-intensity decision-making. Players love the excitement of real-time multipliers, and with added features like social engagement and customization, these games have become more than just a gambling experience—they’re interactive entertainment.

We put our main focus on making our games feel fresh and immersive, introducing new settings, mechanics, and features that cater to evolving player expectations. The reception so far has been fantastic, and we’re excited to continue pushing the boundaries of what these games can offer.

Q: Your company has been, perhaps, best known for its crash titles, developing multiple titles that authentically change the theme and setting. Is there a demand for such variety in the sector insofar as players are concerned?

Absolutely! While the core mechanic of crash games remains the same, the way it’s presented and experienced makes all the difference. Players are always on the lookout for fresh takes, whether that’s through new visual themes, enhanced social features, or added layers of strategy.

We’ve seen that variety keeps engagement levels high. A well-designed theme can completely change the feel of a crash game, whether it's set in a field, deep space, or on the busy streets of a city. Players enjoy the immersive experience, and it keeps them coming back to explore new settings and features.

We are actively experimenting with crash mechanics, adding more interactive features, such as the third bet with a progress bar, in our game CAR CRASH. This means that we’re not just reskinning games but fundamentally reworking how players interact with them. We believe this level of innovation is what sets us apart and keeps players excited for what’s next.

Q: What do you think is the emerging trend in the crash games sector that is going to dominate 2025, and is Amarix already all caught up?

We’re at a really interesting turning point in the crash games sector. One of the biggest trends we see emerging in 2025 is deeper social integration. Players want more than just a solo gambling experience—they’re looking for real-time multiplayer features, live leaderboards, community-driven rewards, and interactive elements that make the game feel like a shared experience.

Another major shift is personalization. Players want games that adapt to their play styles, whether through customizable avatars, tailored risk levels, or unique in-game challenges. We’re also seeing a rise in hybrid mechanics, where crash elements are combined with RPG-like progression, achievements, and unlockable content.

We have high hopes for 2025 and will be bringing out a lot of interesting and dynamic content!

Q: We have seen a lot of studios throw their hats in the crash game ring. Do you think competition will breed positive outcomes for players and rival companies?

Without a doubt. Competition is what drives the industry forward. The more studios that enter the space, the more pressure there is to innovate, refine, and improve the overall gaming experience. This benefits not just the companies involved, but most importantly, the players.

Healthy competition pushes studios to think outside the box, whether that means introducing new game mechanics, improving visuals and user experience, or finding creative ways to engage their audience. It also means that companies have to stay on their toes to stand apart. Players have more choices than ever, so to stay relevant, studios need to continuously evolve.

At Amarix, we welcome competition because it fuels our passion for innovation. Rather than seeing it as a challenge, we see it as an opportunity to learn, grow, and set new standards. At the end of the day, it’s the players who win, as they get better, more exciting, and more rewarding experiences.

Q: What can we expect from Amarix in the crash genre this year?

We have something truly exciting in store for our players this year. Our upcoming crash title will introduce a groundbreaking new feature at its core - the win multiplier mechanic. This is our fresh take on the classic "risk game" feature, but completely reimagined. Unlike traditional risk games, which are often implemented as separate mini-games, we’re fully integrating this mechanic into the core gameplay itself. This means that players will be able to engage with it in a seamless and dynamic way, making it an essential part of the game rather than a side activity.

And of course, we’re giving our new risk game feature a name - "Echo of Victory." This mechanic will redefine how players experience risk and reward, making every win feel even more exhilarating.

But that’s not all - we’re also redefining what mini-games mean in Crash titles. While many studios rely on pure RNG-based mini-games or totalisator-style betting systems, we’re taking a different approach. Our mini-game will be a true PvP experience, designed to add a competitive and social layer to the gameplay. This isn't just about luck- it's about skill, strategy, and direct competition between players. We believe that real social engagement comes from meaningful interactions, and that’s exactly what we’re building.

To further strengthen the social aspects of our games, we’re also introducing a fully integrated in-game chat system, we've developed it as a fraud-resistant system that actively mitigates spam and prevents abuse, eliminating the need for constant moderation. This ensures that players can engage.

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