Behind the Reels with a Market Visionary: interview with Yurii Muratov, Chief Commercial Officer at 3 Oaks Gaming
At the forefront of the gaming industry, 3 Oaks Gaming leverages cutting-edge innovation, cross-functional collaboration, and global strategies to deliver captivating slot games. Get an inside look at their roadmap for global success and vision that shapes the future of gaming.
How does your internal team contribute to shaping the company’s vision and goals?
The unique demands of the gaming industry—balancing creative entertainment, user engagement, and regulatory requirements—mean that each team has specific yet interconnected roles. In the competitive world of slot gaming, the collaboration of these teams ensures that the company’s offerings are innovative, engaging, and market-driven while staying aligned with its broader vision of success.
Developers create and optimize the core mechanics of slot games. Their work ensures fairness, excitement, and compliance with gambling regulations. By analyzing player behavior through analytics tools, developers can refine game features or develop entirely new mechanics that align with the company’s goals for user retention and satisfaction.
Designers shape the visual identity of slot games by creating engaging themes, whether they’re Egypt, adventure, jungle, or Mexica. Themes align with the company’s goal of capturing diverse player demographics. Intuitive UI and engaging animations are essential for immersing players. Designers ensure that gameplay feels rewarding, with satisfying visuals and responsive effects for wins and bonus triggers. Music and sound effects significantly enhance the emotional impact. Designers collaborate with audio teams to craft sounds that build excitement and immersion. Designers create mockups and prototypes to test visual concepts and ensure the game aligns with user expectations and market trends.
Marketing specialists craft strategies to maximize player engagement and retention through targeted campaigns and personalized features. Together, they align their efforts to deliver products that reflect the company’s vision of excellence.
What strategies do you employ to ensure alignment and motivation across different internal stakeholders?
Ensuring alignment and motivation among internal stakeholders in a slot game development company requires a combination of clear communication, collaborative frameworks, and purpose-driven strategies. The goal is to harmonize the efforts of developers, designers, game producers, mathematics and other teams while fostering enthusiasm for the company’s vision.
Cross-Functional Collaboration and weekly or bi-weekly meetings where stakeholders discuss progress, challenges, and opportunities are an integral part of alignment. Including all relevant teams allows us to avoid silos. Articulated company’s purpose, aligning goals with individual contributors, and completion of critical goals reminds stakeholders of their collective impact. Inside our company we create an environment where every stakeholder is informed, motivated, and engaged, ensuring that the entire team works cohesively toward developing innovative and successful slot games.
Could you give us a sneak peek into any upcoming projects or new product launches and the work behind? What sets them apart in the market?
3 Oaks Gaming is actively expanding its portfolio by introducing innovative slot games, including titles like “China Festival,” “Lava Coins,” “Hawaii Riches,” “3 African Drums,” and others. These games aim to engage players with unique mechanics, enhanced gameplay features, and visually stunning graphics.
Additionally, 3 Oaks Gaming is focusing on enhancing player retention and engagement through promotional tools such as “Lucky Drops”, “Flip to Win”, ‘Tournaments ‘‘. These features aim to create dynamic gaming experiences that increase session lengths and player satisfaction.
What roles do stakeholders—both internal and external—play in influencing the direction of innovation within the company?
Innovation at 3 Oaks Gaming is driven by a synergy between internal stakeholders, such as developers and leadership, and external partners (partners, regulators, and customers).
Internal Teams: Developers and designers pioneer new features and refine game mechanics to meet emerging trends, while leadership defines strategic goals.
External Partners: Operators provide insights into player behavior, helping us prioritize features and enhancements. Regulators set compliance standards, ensuring our games meet the highest requirements. Participation in industry events like the SBC Summit, Sigma Europe, ICE allows companies to gather inspiration from competitors and network with other innovators. Monitoring competitors ensures that the company stays ahead by adopting or surpassing emerging trends.
The collaboration between internal and external stakeholders is critical. 3 Oaks Gaming’s focus on global expansion involves:
– Internal teams creating culturally relevant games and tools.
– External partners and operators ensuring alignment with regional preferences.
– Regulators defining compliance standards.
How do you balance creativity with market demands when developing new games or features?
3 Oaks invests heavily in analyzing player trends, popular themes, and regional preferences. This ensures that creative efforts align with current market demands, such as the popularity of bonus-driven mechanics like “Hold and Win” or thematic games like “Sun of Egypt 3”, ” Aztec Fire” and “3 Clover Pots”. Feedback and gameplay analytics guide the creative direction, ensuring new features resonate with what players enjoy, such as immersive bonus rounds and high-payout potential.
Strategic themes selection like ancient Egypt, fantasy worlds, or lush Amazon jungles are chosen based on our proven appeal to global audiences, ensuring a creative yet marketable game portfolio. Eye-catching graphics, soundtracks, and animations amplify the thematic experience, making games both visually and emotionally engaging while remaining competitive in the market.
This balanced approach enables 3 Oaks Gaming to produce a diverse portfolio that combines visually captivating themes with engaging gameplay mechanics, ensuring both creative satisfaction and market success. 
What are your strategic priorities for ensuring 3 Oaks Gaming stays at the forefront of the gaming industry?
By focusing on these strategic priorities, 3 Oaks Gaming ensures that it not only meets current market demands but also anticipates and shapes the future of the gaming industry.
- Expanding game and promo tools portfolio. Continuously introducing visually stunning and feature-rich games to captivate diverse audiences.
- Leveraging technology. Optimizing games for mobile and cross-platform play to stay relevant in the growing mobile gaming market. We use analytics and player feedback to align with market preferences and trends.
- Global markets expansion.Entering new regulated markets such as Italy, Great Britain, Romania and tailoring our offerings to regional preferences.
- Strengthening industry partnerships.Collaborating with operators and participating in industry events to stay connected and competitive.
- Brand development.Establishing 3 Oaks Gaming as a premium provider by maintaining high-quality standards across all products.
What trends in the gaming industry are you most excited about, and how is 3 Oaks Gaming positioned to capitalize on them?
We are particularly excited about:
- Mobile gaming: As mobile platforms dominate; we ensure our games are optimized for seamless play across devices.
- Personalized experiences: Tools like Flip to Win cater to individual player preferences, enhancing retention and satisfaction.
- Gamification: By integrating story-driven mechanics and engaging features, we provide immersive experiences that stand out.
- Regulated market expansion: With licenses in regions like the UK and Romania, we’re well-positioned to grow in emerging markets.
Our adaptability and focus on innovation ensure we remain a competitive force in this rapidly evolving industry.
What has been the most significant milestone for 3 Oaks Gaming so far, and what lessons did you take from it?
One of the most significant milestones for 3 Oaks Gaming has been obtaining its remote operating license from the UK Gambling Commission (UKGC) and Romanian License (ONJN). This achievement has allowed the company to distribute its gaming content to licensed operators within the highly regulated and competitive markets. This step expanded the company’s market reach and reinforced its reputation as a trusted and high-quality content provider in the gaming industry.
What message would you like to convey to your team, partners, and players about the future of 3 Oaks Gaming?
To our team: Your creativity and dedication are the driving forces behind our success. Together, we will continue to push boundaries and achieve great things.
To our partners: We value your trust and collaboration as we expand into new markets and introduce even more engaging games.
To our players: We promise to keep delivering exciting, high-quality gaming experiences that entertain and inspire.
The future of 3 Oaks Gaming is filled with endless possibilities, and we’re just getting started. Stay tuned for even more thrilling innovations!
