Yuriy Muratov: “Suppliers need to remain adaptable in a constantly changing landscape"

Casino Guru News has sat down with Yuriy Muratov, the Chief Business Development Officer at 3 Oaks Gaming, to discuss the company’s present and future plans. From Europe to the Americas, Muratov outlines how the company plans to stay competitive, the new projects in the pipeline and the challenges suppliers face together in the industry.

Q: 3 Oaks Gaming has been driving strong forays across Europe, with Italy becoming the latest regulated market in which the company can supply its products. How important is the European region for you and what is the goal for it?

The European region is an important area of focus for 3 Oaks, having experienced rapid growth across the continent over the past year. We have recently partnered with Tuko Productions in Italy, and the company has achieved a significant milestone in its strategic growth plans as the second-largest online market in Europe presents a tremendous opportunity for our products.

Our research has shown that popular mechanics such as Hold and Win are still in high demand in Italy and similar markets. We plan to capitalise on this trend by heavily targeting southern European markets where we expect our games to perform exceptionally well, with the aim of introducing new mechanics to these markets while also focusing on improving the quality of existing mechanics. 3 Oaks Gaming's Hold and Win mechanics, visuals, and math balancing have been well-received, and I firmly believe they will be a game-changer in these jurisdictions.

Q: 3 Oaks Gaming has been building its ties with content aggregation solutions by companies such as EveryMatrix and Hub88. How important are such collaborations for you and bringing visibility to the 3 Oaks Gaming brand?

Aggregation partnerships are a vital component of our success, allowing us to benefit from the extensive network of operators these platforms are able to provide. In recent months we’ve managed to secure a number of important collaborations with the likes of Hub88, iSoftBet, and EveryMatrix’s iGaming Integration Platform, CasinoEngine.

All of these deals enable us to expand our player base, reaching a wider audience with our slots and generating more visibility for the overall brand. These collaborations don’t just come out of nowhere. It’s the result of the growing appeal of our diverse range of content which benefits both parties involved.

Q: How has the industry changed from the point of view of a supplier? Is it harder for 3 Oaks Gaming to strike home with new operators or audiences, or does the momentum you have been building help you get your games out in front of a bigger audience?

Of course, a bigger audience is the goal and we’ve been able to generate significant momentum over the past 12 months by consistently offering high-quality content to our partners and their players. The company has focused on expanding its "Hold & Win" family of games, introducing fresh Scatter Pays games with new features, and offering more Buy Bonus games with fantastic wins and brand-new mechanics. Additionally, 3 Oaks has continued to deliver mobile-first games with constant improvements in this direction.

To further enhance our offering, we are set to release a new game interface later this year, as well as new promo tools with retention mechanics scheduled for release in 2023. These developments will generate a high engagement amongst players in Italy and beyond. We also have several other products and feature updates in development, including new mechanics, visual approaches, animations, and updates to existing promo tools like the Tournament Series and Progressive Cashbacks, all of which help in securing long-term partnerships with leading operators.

Despite our rapid growth, 3 Oaks Gaming has demonstrated its ability to adapt and thrive, consistently delivering innovative and high-quality content, leaving us well-positioned to reach even more operators and audiences in the future.

Q: What are 3 Oaks Gaming’s immediate plans and how do you feel about North and South America as potential markets for expanding further?

We’re currently focused on acquiring licenses and certificates to expand the company’s presence in various markets. The UK, Romania, Malta, and Greece are all on our radar, as well as certificates in South Africa, Bulgaria, Netherlands, and Ontario. These efforts are part of the company's goal to provide its high-quality slots to operators across the globe.

While we are committed to expanding our presence in various markets, the company believes in doing so at an appropriate rate. In terms of North and South America, the company sees them as potential markets for future expansion. Our content has already been certified in Colombia, and we'll be live in Mexico soon with the region’s most renowned operator.

On top of that, we will be heavily increasing our presence in Brazil and Argentina, which are the biggest regions in South America. For those jurisdictions, we are hiring a local Account Manager with a dedicated strategy, a personal tailored approach and with a cultural understanding of how to interact with operators across LatAm. Following that, our plans are to continue acquiring licenses and certificates to expand our presence in other regions while also ensuring that the company can maintain the high quality of its slots and provide the best possible service to our partners.

Q: What do you see as the biggest challenges for suppliers in 2023? Is it keeping up with the demand for true innovation or something completely different?

It’s clear the biggest challenge for suppliers in 2023 is the need to remain adaptable to the constantly changing industry landscape, particularly in terms of regulation. At 3 Oaks, we recognise that every market is unique, and every approach must be tailored accordingly to achieve success.

When it comes to innovation, I personally believe that new features, cutting-edge graphics, and a high level of quality are essential for success, regardless of the market. Our game design strategy is focused on delivering innovative and high-quality products that cater to the unique preferences of players in every market they enter. By doing so, we’re confident that the company can maintain its path to global success.

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