Armen Mnaskanian: “At CreedRoomz, our strategy is built around a clear principle: think globally, deliver locally”

CreedRoomz’s Armen Mnaskanian discusses live casino innovation, global partnerships and localisation, outlining the company’s strategy to drive player engagement and expansion into 2027.

Key takeaways:

• CreedRoomz VP of global sales Armen Mnaskanian says the company’s strategy is built around the principle of “think globally, deliver locally”.
• Mnaskanian says live casino is shifting from traditional table games towards more interactive entertainment experiences combining sports, entertainment and game-show mechanics.
• CreedRoomz’s partnerships with Ronaldinho and the rights to the Maradona name are presented as ways to turn football icons’ global appeal into market-specific gaming experiences.
• Mnaskanian says CreedRoomz evaluates new concepts based on simplicity, differentiation and scalability, citing Inferno Roulette’s overlay technology, multipliers of up to 2,000x and bonus buy feature.
• For 2027, Mnaskanian says CreedRoomz plans to expand into strategic markets, strengthen international partnerships and invest in hybrid formats including Avi Crash and Crypto Market, advanced gamification and localised experiences.

Exclusive interview.- CreedRoomz is positioning live casino innovation, localisation and high-profile partnerships at the centre of its strategy to drive operator growth, according to Armen Mnaskanian, the supplier’s VP of Global Sales. In an exclusive interview with Focus Gaming News ahead of SiGMA World, Mnaskanian explains how the company is developing beyond traditional table games to create more differentiated entertainment experiences, while outlining its priorities for international expansion.

CreedRoomz has increasingly combined live casino with sports, entertainment and game-show mechanics. How do you see the role of live casino changing as players begin to expect experiences that go beyond traditional table games?

Live casino is entering a new era, where the focus is shifting from traditional table games to creating truly engaging entertainment experiences. Players are no longer satisfied with simply watching a dealer spin a roulette wheel or deal cards. They expect excitement, interaction, innovation and something that keeps them coming back.

At CreedRoomz, we see this evolution as a tremendous opportunity. Our strategy is to combine the authenticity of live casino with the energy of sports, entertainment and innovative game-show formats, creating experiences that appeal to a broader audience and deliver greater commercial value to our partners.

Through customised studios, branded tables, advanced virtual environments and innovative game mechanics, we empower operators to differentiate themselves and build stronger connections with their players across global markets.

And let’s be honest, if we can make a roulette table as exciting as a football final, we’re definitely moving in the right direction.

Partnerships with global football icons such as Ronaldinho and Maradona have become an important part of CreedRoomz’s content strategy. Beyond the immediate visibility that a global star can bring, what does this type of partnership add to the product itself, and how does that impact player engagement across very different markets?

Our partnerships with global football legends such as Ronaldinho and the rights to the iconic Maradona name represent a major milestone in CreedRoomz’s evolution as a global brand.

These collaborations go far beyond traditional endorsements. They reflect the international recognition, credibility, and market position CreedRoomz has achieved. The ability to secure partnerships of this calibre demonstrates the strength of our brand and our ambition to lead through innovation.

From a product perspective, we transform the legacy and global appeal of these football icons into unique gaming experiences that connect with players across different markets, cultures and generations.

Recent releases such as Inferno Roulette show a new approach to innovation through computer-vision technology. What signals do you look for when deciding if a new mechanic or technology has potential to become a successful live casino format?

At CreedRoomz, innovation is about developing products that enhance player experience, drive engagement and create sustainable commercial value for our operator partners. When evaluating new concepts, we focus on three core factors: simplicity, differentiation and scalability. A successful game must be intuitive, deliver genuine excitement and perform across diverse markets and player segments.

Inferno Roulette clearly illustrates this strategy. It combines traditional roulette with advanced overlay technology, utilising a unique overlay of multipliers on the roulette wheel that creates real suspense, alongside multipliers of up to 2,000x and innovative bonus buy feature. 

This approach enables us to combine established concepts with innovation, appealing to traditional casino players while attracting new audiences. Ultimately, innovation must translate into measurable results. Success for us is defined by player acquisition, engagement, retention and long-term commercial performance for our partners.

“At CreedRoomz, innovation is about developing products that enhance player experience, drive engagement and create sustainable commercial value for our operator partners.”

Armen Mnaskanian, VP of global sales at CreedRoomz.

CreedRoomz is also investing heavily in customisable studios, native-speaking presenters, and virtual environments. How important is localisation in live casino today, and how far can a product be adapted to a specific market without losing the scalability of a global content strategy?

Localisation has evolved from a competitive advantage into a fundamental driver of success in live casino. In today’s global market, players don’t simply expect content in their own language; they expect experiences that reflect their culture, preferences and identity. Understanding those expectations is what separates a global supplier from a truly global brand.

At CreedRoomz, our strategy is built around a clear principle: think globally, deliver locally. Through customised studios, native-speaking presenters and advanced virtual environments, we empower operators to create distinctive, market-specific experiences while benefiting from the efficiency and scalability of our global infrastructure.

The real strength of this approach is our ability to deliver local relevance without sacrificing global scale. It allows our partners to differentiate their brands, build stronger player relationships and accelerate growth across diverse markets.

Ultimately, global expansion is not simply about entering more countries. It is about becoming relevant in every market we enter. At CreedRoomz, we don’t believe in a one-size-fits-all approach. We believe in building one world-class platform capable of delivering a thousand different experiences.

“Localisation has evolved from a competitive advantage into a fundamental driver of success in live casino.”

Armen Mnaskanian, VP of global sales at CreedRoomz.

As live casinos become increasingly competitive across regulated markets, what do you think will be the key factors separating suppliers that simply offer more content from those that can build long-term player engagement and stronger operator partnerships?

As competition continues to intensify across regulated markets, the true differentiator will no longer be the volume of content a supplier delivers, but the value, innovation and long-term growth it creates for operators.

At CreedRoomz, we believe successful partnerships go far beyond supplying games. Our strategy is to combine innovative content, advanced technology and market-specific solutions that enable operators to differentiate their brands and strengthen player engagement.

Through customisable studios, native-speaking presenters and innovative gaming experiences, we provide the flexibility operators need to succeed across diverse markets while maintaining global scalability.

Ultimately, the future belongs to suppliers who evolve from content providers into strategic growth partners. Our ambition at CreedRoomz is not simply to compete in the market, but to help shape its future by delivering sustainable value for both operators and players.

Looking back at 2026, what would you highlight as the main achievements and lessons for CreedRoomz? And as you look towards 2027, what trends, markets and product developments do you expect to have the biggest impact on the company’s strategy? 

2026 has been a defining year for CreedRoomz. We have strengthened our global presence, elevated our brand and demonstrated that we are not simply here to participate in the evolution of live casino, but to play a meaningful role in shaping it. With innovative releases such as The Road to Eldorado and Inferno Roulette, we have continued to challenge traditional gaming concepts and raise expectations of what live casino entertainment can deliver.

Perhaps our most valuable lesson has been that innovation alone is not enough. True success comes from understanding players, anticipating market trends and consistently delivering experiences that create lasting value for our partners. We are proud of what we have achieved, but we also recognise that in an industry moving this quickly, standing still is simply not an option.

Looking ahead to 2027, our ambitions are even greater. We will continue expanding into strategic markets, strengthening our international partnerships and investing in next-generation entertainment, including hybrid gaming formats such as Avi Crash and Crypto Market, advanced gamification and highly localised experiences.

We have never been interested in simply following industry trends. Our ambition is to help set them. We respect our competition, but we are certainly not afraid of it. And while I am extremely proud of how far CreedRoomz has come, I genuinely believe our most exciting chapter is still ahead of us.

After all, we are in the entertainment business, and we intend to make 2027 anything but boring.