A delivery of fast, quick and engaging titles have ensured that CreedRoomz have continued to go from strength to strength through recent times, with a renewed focus on a heightened level of engagement paying dividends.
However, despite Head of Live Casino, Hayk Tovmasyan, hailing 2025 as a “landmark year” for the developer, sights are firmly set on reaching even greater heights.
In conversation with iGaming Expert, Tovmasyan notes that one year ago a primary ambition was stipulated to expand even further, with results far exceeding these internal expectations.
“The cornerstone of our success has been the rapid development and rollout of new products and solutions that prioritise player-driven experiences,” he reflects.
“We successfully launched a series of next-generation game shows, customisable game show ‘Kickoff Roulette’, totally new in the industry ‘gamble feature’ for Cashout Blackjack side bet winnings and much more.
“Beyond game content, we moved from simple localisation to what I call hyper-customisation, launching dedicated branded studios for major partners.”
When it comes to the key moments that paved the way for CreedRoomz to shine, Tovmasyan notes that success was built on a sequence of strategic wins, rather than based on the result of one single event.
“…our technology is robust enough to meet the demands of the world’s most sophisticated players”
While award wins served as validation that a focus on innovation and localisation was the right path, Brazilian certification is unsurprisingly stipulated as a “game-changer” for the company.
“Being among the first providers to be fully compliant under the new Brazilian legislation allowed us to establish a ‘first-mover’ advantage,” Tovmasyan explains.
“Following this with a dedicated studio launch featuring native Brazilian-speaking dealers proved our commitment to deep localisation, which is now a cornerstone of our global strategy.
“Finalising partnerships with global giants was the final piece of the puzzle. These aren’t just integrations; they are long-term collaborations where we’ve built bespoke, branded environments.
“These moments proved that our technology is robust enough to meet the demands of the world’s most sophisticated players and operators.”
On the product front, Tovmasyan points to two specific titles as justification for a continued shift towards high-volatility, entertainment-first content.
Firstly, Richie Wheel is highlighted as enjoying phenomenal success, with its simplicity largely praised as the game’s overwhelming strength. It has become a top performer, Tovmasyan says, because it’s easy to understand, but offers the massive win potential that modern players crave.
“A global product alone was no longer enough”
Elsewhere, Richie Fruits Roulette is said to have taken the ‘Richie’ brand further by adding an interactive fruit-matching mini-game to the roulette experience. This adds a layer of gamification to a traditional classic, which it is noted has been instrumental in keeping player sessions longer.
Despite the undoubted progress being made on many fronts, this past year presented a multitude of challenges that studio’s had to hurdle to remain on the right track.
Regarding the major headwinds being encountered, as well as how these were combatted, Tovmasyan states that the major obstacle that CreedRoomz was faced with concerned adapting to hyper-local market demands.
“A global product alone was no longer enough,” he explains. “We addressed this challenge by making hyper-localisation a core pillar of our strategy.
“During 2025, we began developing new studios in key markets, designed specifically to reflect local cultures and regulatory requirements.
“We invested heavily in recruiting and training native-speaking dealers, enabling us to operate in more than 12 languages, and created studio environments that resonate with local audiences rather than simply translating existing products.
“By aligning language, talent, studio design, and regulation at a local level, we were able to turn a complex industry challenge into a competitive advantage.
“This approach allowed CreedRoomz to scale globally while still delivering genuinely local experiences – a model that proved essential in navigating 2025 successfully.”
