Asya Raykova, 7777 gaming: “Operators are now looking for content that speaks directly to their players”
Asya Raykova, head of partnerships at 7777 gaming, shares how the company has managed to forge lasting and successful partnerships with operators in an increasingly competitive market.
Exclusive interview.- As 7777 gaming continues its rapid expansion across global markets, the company’s strategic approach to partnerships has become a key driver of its success.
In this exclusive interview with Focus Gaming News, Asya Raykova, partnership manager at 7777 gaming, discusses how the company builds long-term relationships with operators, adapts to local market demands, and stays ahead of industry trends.
7777 gaming has been growing fast across several markets. What’s the secret behind your successful partnerships?
At the heart of our success lies a tailored approach to every partnership. We don’t believe in one-size-fits-all. Each operator has a unique audience, brand identity, and set of goals. We start by listening – understanding their needs, player demographics, and content preferences. From there, we craft a partnership that’s both strategic and flexible, whether it’s through custom game packages, exclusive promotions, or localised content. Our partners see us not just as a supplier, but as a growth ally.
How do you build and maintain strong relationships with operators in such a competitive space?
It all comes down to trust, transparency, and consistency. We maintain open lines of communication and act quickly on feedback. Our team is always present – whether it’s supporting the launch of a campaign or optimising game performance. We provide partners with regular updates, performance insights, and fresh content to keep things exciting. Our operators know we’re as invested in their success as they are.
From where you sit, what trends are shaping the future of partnerships in the igaming industry?
Personalisation and agility are becoming key. Operators are now looking for content that speaks directly to their players – not just popular titles, but games that reflect local culture, events, or player habits. Another major trend is gamification- features like missions, achievements, and in-game rewards that deepen engagement. Lastly, data is playing a bigger role. Smart partnerships are built on insights, and suppliers that offer performance analytics and optimisation support are ahead of the game.
“Personalisation and agility are becoming key.”
Asya Raykova, partnership manager at 7777 gaming.
You’ve recently entered key LatAm markets like Brazil, Peru, Mexico, and Colombia. What opportunities and challenges are you seeing there?
LatAm is vibrant and full of potential. These markets are mobile-first, socially driven, and rapidly evolving. What excites us most is the appetite for fresh and locally relevant content. Our titles, like Crazy 100 Bucks and Mayan Gold, are already resonating thanks to their exciting mechanics and accessible gameplay. The challenge? Regulatory complexity. Each country has its own pace and framework. That’s why we ensure our games are properly certified and our local strategy is always compliant.
For operators looking to integrate 7777 gaming’s content, what are the key things they should know?
First, they’re getting access to a portfolio of over 150 original games, with new titles launched every month. We offer a seamless API integration process, backed by a highly responsive support team. Our games are developed with both casual and experienced players in mind, and we provide unique promotional tools to boost performance. Plus, operators can expect flexibility – we adapt to their needs, whether it’s branding, localisation, or tailored bonus features.
“Our games are developed with both casual and experienced players in mind, and we provide unique promotional tools to boost performance.”
Asya Raykova, partnership manager at 7777 gaming.
Finally, what can we expect from your partnership strategy over the next year? Are there any exciting collaborations coming up?
Absolutely. Our roadmap includes entering several new regulated markets, expanding our reach in LatAm and Europe, and partnering with top-tier operators. We’re also working on exciting collaborations for branded games and themed promotions. On top of that, we’ll continue to strengthen our jackpot offerings and deliver new mechanics that drive retention. It’s a very exciting year ahead!
