Watch: What does it take to build a creative and lasting gaming brand?
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ELA Games is proving that in modern iGaming, creativity and strategy are partners. Under the direction of Managing Director Marharyta Yerina, the studio continues to redefine what engaging gameplay means, blending visual richness with smart mechanics and strong market vision. Speaking with SiGMA, Yerina shares how the company balances creativity, strategy and player engagement to deliver immersive and lasting entertainment experiences.
Reinventing the classics
The studio’s Winpot series has become a cornerstone of ELA’s creative evolution. Known for its classic feel, the series has been reimagined through sequels like Joker Winpot, Zeus Winpot, Rabbit Winpot and Shoot Happens, each designed to elevate player experience.
“We decided to give the mechanic a second life. By adding visually rich art, familiar themes, and new strategic layers, players aren’t just clicking spin, they’re building their own approach to the game.” says Yerina.
In Rabbit Winpot, for example, players can multiply their chances of winning through playful symbol combinations, while Shoot Happens introduces interactive combat mechanics that encourage deeper engagement. “Our main goal is to make games that increase engagement and retention through strategy, not repetition.”
Designing for emotion and experience
ELA Games’ recent hits like Buffalo Force and Piñatas Festival reflect how player experience drives every decision, from mechanics to color palettes. “We’re always watching market trends,” Yerina explains. “Every detail matters, from visuals to game feel. Sometimes, spending more time perfecting those small things delivers the biggest results.”
The attention to polish and depth has paid off. Both titles have seen strong early metrics and positive feedback across key markets. Yerina affirms that the secret is patience, understanding that creativity takes time when the goal is longevity. For ELA Games, it’s not just about launching titles quickly, but creating experiences that stand out in an increasingly crowded landscape. By blending data-driven insight with artistic intuition, the studio continues to prove that thoughtful design is still the ultimate differentiator.
ELA’s ambitions go further than individual games. With the company’s new Greek gaming license, the team is entering one of its most strategic markets yet. “We believe Greece will become one of our key regions, the content preferences of Greek players are a perfect match for our games,” says Yerina. There’s even a hint of destiny in the move. “Do you know what ‘Ela’ means in Greek? It means ‘Let’s go.’ So here we are.” The company continues to pursue new licenses and partnerships, with a goal of making its content accessible to players worldwide.
Balancing strategy and imagination
Behind ELA’s creativity lies careful planning. Yerina believes growth and innovation depend on each other. “Strategic planning doesn’t stop creativity, it shapes it,” she says. “Even planning a market entry involves creativity, from analysing portfolios to designing releases that align with new audiences.” ELA allocates up to 20% of its resources to experimentation, big ideas, new mechanics and unexplored concepts. “It’s about balancing the growth you need with the creativity you want to push,” she explains.
As 2025 approaches, Yerina says the team’s focus is on creating joy. “Our Q4 releases are packed with inspiration. From Halloween-themed adventures to innovative features, every step forward excites us.”
With its mix of artistry, insight and forward-thinking expansion, ELA Games is showing the industry what it takes to build both an impactful gaming brand and a creative legacy. Experience the next wave of iGaming innovation and be part of SiGMA South Asia, 30- 02 December 2025, Colombo, Sri Lanka, where global visionaries meet to build what’s next.
