Polina Koltunova: “We are stepping out of the shadow and carving our own path”

Kendoo has transitioned from a small studio to a standalone provider, resulting in greater creative and strategic freedom and helping the studio to shape its own identity as well as leverage data-driven insights for game development. Tracing that journey, we speak with Polina Koltunova, Chief Product Officer at Kendoo."

The company distinguishes itself in the crowded slots market through its innovative take on proven mechanics, particularly the 3 Pots Hold and Win feature. By bringing together creativity with market-driven decision-making, Kendoo focuses on making sure that its games meet both player expectations and operator needs.

Looking ahead, the company aims to expand across Latin America, Europe, and other regulated markets while maintaining a steady pace of delivering innovative slot content.

Q: Kendoo recently transitioned from a small studio to a standalone provider. How has this shift impacted your product development approach?

Transitioning from a small studio to a standalone provider has been a transformative step for Kendoo. We are stepping out of the shadow of a larger provider and carving our own path to tackle the market, build our reputation, and establish ourselves as a prominent name. From a product perspective, we have the privilege of testing our ideas with a wide audience through our partners. This allows us to develop a portfolio based on proven concepts and elevate them further while avoiding the typical lack of market feedback early in our journey.

As a studio, I never felt creatively limited - we always had the freedom to innovate. Now, as a game provider, we have even more freedom and opportunities to explore new perspectives and push boundaries.

By leveraging data-driven insights, we can refine every aspect of our game development, ensuring that each title is of the highest quality. This shift also allows us to take ownership of our reputation for reliability, creativity, and trustworthiness while tailoring our offerings to meet the evolving demands of a global audience.

Q: What do you believe makes Kendoo’s games stand out in an increasingly competitive slots market?

Kendoo’s games stand out because of our ability to blend proven gaming concepts with fresh, innovative ideas. We dedicate significant effort to playtesting, refining, and perfecting our games until we are confident in delivering a final product that ensures a high-quality experience and maximises player engagement. We have built on years of expertise to create a diverse portfolio that caters to a wide range of player preferences.

Our strong focus on developing Hold and Win games, particularly those featuring the popular 3 Pots mechanic, is a key differentiator. This mechanic has proven to captivate players worldwide and we continually evolve it to ensure our games remain engaging and relevant. Our approach combines a commitment to quality, creative gameplay, and a deep understanding of what players enjoy.

Q: Kendoo has a reputation for developing quality Hold and Win games featuring the popular 3 Pots mechanic. How do you see this type of gameplay evolving?

The 3 Pots mechanic has become a cornerstone of player engagement, and we see immense potential for its evolution. The original concept typically sees the 3 pots act as modifiers when activated within a Hold and Win Bonus Game, such as the ability to add multipliers, extra re-spins and game fields to enhance the entertainment factor.

At Kendoo, we’re exploring ways to enhance this mechanic by introducing new twists, such as additional pots or modifiers that increase the variety and excitement of gameplay. The digital environment offers endless possibilities, and we aim to push the boundaries of this mechanic while maintaining the elements that players already love. By keeping the gameplay fresh and appealing, we can ensure that the 3 Pots mechanic continues to capture player interest in the future.

Q: As Chief Product Officer, how do you ensure that Kendoo’s games meet both player expectations and operator goals?

My role is to strike a balance between creativity and data-driven decision-making. We rely heavily on insights into player behaviour and market trends to shape our game development strategy. At the same time, we draw on our heritage as an outsourcing studio to refine mechanics that have consistently delivered results.

Collaboration with operators is also key. We actively listen to their feedback to ensure our games align with their business objectives and provide value. This combination of creativity, data, and collaboration ensures that our games not only entertain players but also deliver strong performance for operators.

Q: Your launch portfolio includes six original titles. Can you walk us through the unique features and mechanics these games bring to the table?

Our launch portfolio showcases a mix of modern and classic themes designed to appeal to a broad audience. For example, Mariachi Lock offers an immersive, vibrant gaming experience with dynamic features. Players can enjoy engaging Free Spins, where a locked mariachi increases coin collection and multipliers. The game also features Mini, Minor, Major, and Grand Jackpots, with the Grand offering a massive 1,000x payout. Cash Volcano, a fiery adventure with Hold & Win mechanics and lucrative jackpots. Nights of Fire captivates players with bold visuals and fiery themes, while 3 Hungry Pandas combines adorable characters with multi-layered bonus features for a fun and memorable gaming experience.

For fans of traditional slots, we’ve reimagined classic fruit themes in titles like Fruits & Joker Fever, Fruits & Sevens Fever, and Fruits Fever, introducing modern twists and fast-paced gameplay. Looking ahead, Wild Cats Fire and Flash Joker Fever will add even more variety to our portfolio with unique mechanics and visually striking designs. Each game has been rigorously tested to ensure reliability, quality, and compliance, offering players and operators a seamless experience.

Q:With plans to target diverse markets, how do you tailor your games to meet regional preferences?

Adapting our games to regional preferences is an essential part of our strategy. Themes and artwork resonate differently across the globe, so we aim to create a diverse portfolio that reflects various cultures and styles. For example, we may emphasise vibrant and festive visuals in Latin America, while in Europe, we can offer classic and sophisticated designs.

Beyond aesthetics, we also tailor game mechanics and bonus features to suit local player preferences. This adaptability ensures that our games appeal to a global audience while delivering personalised experiences for players in key markets.

Q: As you expand your portfolio, what can we expect from Kendoo in terms of upcoming releases and future product development?

Looking ahead, our goal is to maintain a steady pipeline of innovative content. We plan to release new titles regularly, ensuring that our portfolio stays fresh and engaging. One of our main focuses is to continue evolving the 3 Pots mechanic by introducing new features and modifiers that enhance its appeal and impact the gameplay.

We’re also exploring new themes and gameplay concepts that push the boundaries of what’s possible in slot games. Our ambition is to create a portfolio that not only entertains players but also sets new standards in the industry.

Q: Looking ahead, what are Kendoo’s main priorities for 2025, and how will your product strategy support these goals?

Our top priorities for 2025 are establishing a strong presence in key markets and driving further expansion across LATAM, Europe, and other territories, including regulated markets. We aim to build robust partnerships with operators and strengthen our position as a leading slot provider in the industry. From a product perspective, this means continuing to deliver high-quality, innovative games that resonate with diverse player demographics.

We also aim to deepen our focus on compliance and certifications, ensuring that our games meet the highest regulatory standards across all target markets. By aligning our product strategy with these goals, we’re confident that Kendoo will grow and thrive in an increasingly competitive industry.

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