What stands out from ICE Barcelona last year?  

Last year, I was working for a different company. While walking through ICE, I noticed the ELA Games stand. The visual presentation and creativity felt confident and fresh. I remember thinking it would be interesting to work with them one day and experience their vibe firsthand. Not only did I eventually join ELA Games, but I now have the privilege of leading an ambitious, creative and determined team. 

How well do you think you met your expectations for 2025? 

We didn’t just meet our expectations in 2025, we exceeded them. This year was a milestone in terms of product performance, operational efficiency and market expansion. Several of our titles, such as Buffalo Force and Piñatas Festival, outperformed initial forecasts, driving significant GGR uplift for both our partners and us.

For us, success is not solely measured by internal KPIs, but by the business impact our content has on operators. When our partners grow faster because our games retain players, improve engagement and increase revenue, that’s the clearest validation.  

How will you draw attention with your stand at ICE 2026?  

We’re transforming our stand into a fully immersive journey inspired by our newest Oriental release, Wealth of the East.

The space will be filled with atmospheric lighting, drifting incense, traditional tea ceremony elements and a striking dragon installation. Every detail is designed to echo the spirit, elegance and depth of the game’s universe.

But this isn’t only about creative expression. It’s a strategic moment for ELA Games: an opportunity to open new conversations, build strong relationships and showcase to operators how our visual identity and game design philosophy translate into commercial success. 

You’ve been growing in Europe. What markets do you have in your sights for next year?  

The first major market in our sights is Spain. It’s the natural next step, given the demand for high-quality, entertainment-driven slots and the strong performance we see from similar European regions. Establishing ourselves as a major provider in the region remains our focus, as evidenced by our recent Greek license acquisition.

Long term, we’re aiming for a gradual and sustainable entry into Asian markets. Our philosophy of developing impactful localised content, like Wealth of the East, will help establish ELA Games on the continent as we create more titles with relatable visual themes and exciting gameplay.  

When you’re new on the scene, it’s important to make customer acquisitions with some point of difference. Do you feel the strategy shifting now you’re more established? 

Absolutely. When you’re a new studio, one of the priorities is to make yourself visible and differentiate fast. Initially, our focus was on bold creativity, unconventional game concepts and stand-out brand personality. That approach helped us gain traction quickly, while our reliability with partners has positioned the studio as a balance between business value, strong product delivery and fun.

Now, our strategy has evolved. Three of our standout games of 2025 were Joker Winpot, Buffalo Force and Piñatas Festival. Each are not only visually unique, but commercially impactful, boosting acquisition and retention KPIs such as GGR, active players and session length. This foundation has allowed us to move from fast acquisition to long-term value creation.

Our point of difference becomes even more important – but now it works hand-in-hand with operational maturity, a predictable delivery schedule of five games per quarter, and a portfolio strategy shaped by performance analytics. We’re not just attracting new customers, we’re retaining them through measurable results.