Elena Shaterova, 7777 gaming: “We never wanted to be just another supplier dropping games into an operator’s catalogue”

Elena Shaterova, Chief Commercial Officer at 7777 gaming, sat down with Focus Gaming News to discuss the company’s priorities for SBC Summit Lisbon.

Exclusive interview.- With rapid expansion across regulated markets and a growing portfolio of innovative titles, 7777 gaming is positioning itself as more than just a supplier, it aims to be “a growth ally” for operators. Ahead of SBC Summit Lisbon, Focus Gaming News spoke to Elena Shaterova, chief commercial officer at 7777 gaming, to discuss the company’s latest certifications in Spain, Brazil and Italy, the challenges of navigating strict regulatory frameworks, and the new product launches set to capture player attention.

What are your priorities for SBC Summit Lisbon? Are there any new products or partnerships you plan to announce during the event?

At SBC Summit Lisbon, our focus is clear: we want to strengthen our presence in the markets that matter most for our growth. Right now, that means Spain, Brazil, and Italy – three regions where we’ve recently certified our products and are actively expanding. These markets are central to our strategy, and Lisbon is the perfect place to build meaningful partnerships to support that.

On the product side, we’re bringing both our Classic Series and our newest innovations in interactive gaming. Two highlights we’re especially excited about are Cash Transporter – a fresh spin on a classic with multiple engaging features and Cheetah Chase, an immersive game built around a popular concept where a fast-moving character leads players to big wins. Both titles reflect our commitment to delivering a portfolio that feels versatile, engaging, and rewarding for operators and their players.

“At SBC Summit Lisbon, our focus is clear: we want to strengthen our presence in the markets that matter most for our growth.”

Elena Shaterova, chief commercial officer at 7777 gaming.

7777 gaming has recently secured certification in Italy as its 14th regulated market. What were the pivotal steps in navigating Italy’s stringent approval process, and how do you anticipate your Italian launch will perform?

Securing certification in Italy as our 14th regulated market is a huge milestone for us. Italy’s process is famously tough, and to succeed, we needed a deep understanding of the local regulatory framework, close teamwork between compliance and development, and an unwavering commitment to delivering certified, market-ready content.

We’re already working with leading aggregator platforms like Microgame and Octavian, which give us direct access to a wide network of Italian operators. At the same time, we’re in advanced talks with several of the country’s biggest operators, and we expect to see our games go live with them in the coming months.

To make sure we execute this expansion properly, we’ve also appointed a dedicated country manager for Italy. Having a local presence allows us to stay close to the market, adapt our offering to local preferences, and really build strong operator relationships on the ground.

7777 gaming has also expanded into several regulated markets this year. What have been the main challenges and learnings from these market entries, and how do you tailor your content for local audiences?

We’ve always looked at regulated markets not as obstacles, but as opportunities. They push us to be more precise, more creative, and more player-focused.

Although 7777 gaming is only three years old, we’re already active in 14 regulated markets. That experience has taught us how to move quickly while staying compliant, without compromising on quality. We release more than 30 games every year, each carefully designed to meet regulatory requirements and match the tastes of local audiences.

And it’s not just casino games. We also build digital lottery content, which often comes with even stricter regulations and requires full customisation for each market. So, for us, regulation doesn’t hold us back; it makes us sharper. That mindset is one of the reasons we see regulation as a competitive advantage.

“We’ve always looked at regulated markets not as obstacles, but as opportunities.”

Elena Shaterova, chief commercial officer at 7777 gaming.

In a previous interview, you mentioned that 7777 gaming seeks to become a “growth ally” rather than a supplier. What feedback have you received from operators regarding this approach?

We never wanted to be just another supplier dropping games into an operator’s catalogue. Our goal is to be a real growth ally, someone who is just as invested in the operator’s success as they are.

That means working together on tailored solutions for each market, supporting marketing and player engagement strategies, sharing data and insights, and even developing branded or custom content for partners.

The feedback has been very encouraging. Operators tell us they value our proactive, collaborative approach. They see that we’re flexible, that we adapt to their needs, and that we’re committed to long-term growth. Many of them have highlighted how our support has helped boost retention and create sustainable revenue growth… not just quick wins.

How do you measure the success of a partnership beyond commercial results? Are there qualitative indicators you consider important?

For us, true partnership success goes beyond numbers. Of course, revenue and performance KPIs matter, but we also look closely at the quality of the relationship itself.

Strong, open communication is key. When operators treat us as part of their own team, sharing ideas, giving feedback, and collaborating freely, that’s a clear sign of trust. We also pay attention to how engaged partners are with our content, how they market our games, and how much enthusiasm their teams show when rolling out our products.

Another important indicator is mutual innovation. If we’re co-developing features or exploring new ideas together, it means the partnership is creating real value. At the end of the day, the biggest success for us is when an operator chooses to bring us into new projects or markets. That’s a clear sign we’re seen as a trusted ally, not just a vendor.

“The biggest success for us is when an operator chooses to bring us into new projects or markets.”

Elena Shaterova, chief commercial officer at 7777 gaming.

How would you define the future of the igaming industry in a few words? What key opportunities and challenges do you anticipate in the years ahead?

The future of igaming is going to be competitive, crowded, and constantly evolving, but at the same time, rooted in tradition.

We’re seeing a flood of new providers and an abundance of content, yet the classics – fruit slots and well-loved mechanics – still dominate many markets. That balance between tradition and innovation is fascinating.

The real shift is coming from Gen Z. They’re digital-first, socially connected, and they expect more than spinning reels. They want interactivity, immersion, personalisation… gaming that reflects the fast-paced, social environment they live in.

This opens the door for gamification, multiplayer formats, social features, and cross-channel experiences. It also underscores the importance of diversity and inclusion, not just in themes but in how providers engage with global audiences.

The challenge will be keeping pace with this new generation while also meeting regulatory demands and performance expectations. It’s about finding the sweet spot where creativity, compliance, and player experience meet.