James Davies, Gamzix: “My role is about connecting the dots between what the market wants and what we’re building”

James Davies, Gamzix’s head of commercial, discusses the key responsibilities of his new role in the company.

Exclusive interview.- Earlier this month, Gamzix announced the appointment of James Davies as head of commercial.

To learn more about his appointment and the company’s expansion plans, Focus Gaming News spoke with James. With over a decade of experience in the igaming industry, he sharedhis vision for the brand’s future, the regulatory challenges ahead, and the opportunities he sees in both established and emerging markets.

Welcome to Gamzix, James! With over ten years in the igaming industry, what drew you to this opportunity, and what excites you most about joining the team at this stage of its growth?

Thanks! It’s a really exciting time for me personally and for the Gamzix brand. What drew me to this opportunity is that I’d taken a bit of an extended break from game development to recharge and rekindle my passion for this side of the industry, after working on two quite intense projects. 

I’ve been fortunate to know Gamzix’s CEO, Alex Kosohov, for a few years now – we’ve crossed paths at various exhibitions and networking events – so I’ve been watching the company’s growth and keeping an eye on the evolution of its portfolio.

I feel Gamzix has now built a solid foundation: a strong team, solid tech, and a growing portfolio. It’s ready for the next phase of expansion, and that’s what excites me – joining forces with Alex, Lida Kosohova (CCO), and the rest of the talented team to contribute my experience and network to help drive the business forward.

“I feel Gamzix has now built a solid foundation: a strong team, solid tech, and a growing portfolio.”

James Davies, head of commercial at Gamzix.

As head of commercial, what will be your initial priorities, and how do you envision building strategic partnerships in emerging and established jurisdictions?

It’s definitely a multifaceted challenge – but one I’m truly excited to tackle.

My immediate priorities include leveraging our newly acquired MGA licence to enter key European markets. That will not only help us establish a technical foothold but also generate revenue we can reinvest into accelerating our entry into other strategic regions. 

This includes both mature, well-regulated markets, such as the UK, Spain, Romania, and Sweden, as well as emerging regions like parts of Africa, where there’s strong potential for growth. In those markets, our lightweight and accessible games are particularly well-suited to meet the needs of newer player audiences and infrastructure constraints (internet speed, mobile devices, etc).

It’s really about identifying where we can make the most impact, both commercially and technically. Working closely with Gamzix’s CCO, Lida Kosohova, we’ll assess which markets are ripe for entry based on where we are today and where we believe we can resonate quickly and meaningfully with players.

Gamzix has made significant strides in game development. How do you plan to leverage the studio’s strengths to unlock new opportunities in regulated markets?

Absolutely, and that’s a big part of why I joined. Even before I came on board, Gamzix had already invested in building a new game engine, which is a huge step forward. This positions us to reintroduce existing games and launch new ones with enhanced features that will significantly boost player engagement.

In regulated markets, where players tend to be more experienced and expect a deeper level of interaction, the quality of the game journey is everything. From storytelling and bonus features to the overall in-game experience, our new engine allows us to meet and exceed those expectations. This will be key to unlocking new partnerships and making a strong impression in competitive regions.

Regulatory frameworks vary widely across regions. What are some of the key challenges you anticipate, and how will your experience help navigate them?

You’re right – regulation is a major challenge in this industry, and every region has its own rules, policies, and procedures. It can feel like a minefield at times. Luckily, I’ve worked extensively in regulated markets over the last five years, so I have a solid understanding of what’s required.

I wouldn’t claim to be a compliance guru, but I do know how to communicate effectively with compliance experts and navigate the high-level requirements. I also have a strong network of partners and third-party specialists who bring deep regulatory expertise to the table. We’ll rely on those relationships to support fast, compliant market entries.

In terms of commercial strategy, how do you balance compliance demands with the need for innovation and competitiveness in regulated environments?

Compliance is always the top priority. No matter how innovative or engaging a game may be, if it’s not compliant, it won’t go live – and if it’s not live, it can’t generate value.

So every market entry begins with ensuring we’re fully compliant from technical, marketing, and commercial perspectives. Once that’s in place, we can shift our focus to understanding the specific preferences of players in each market and tailoring our offering accordingly.

Sometimes that means investing more in certain features or mechanics; other times, it might be as simple as activating functionality we’ve already built. There’s always a learning curve, but it’s one we’re prepared to tackle. You can’t enter a market until you are fully compliant, certified, and registered – otherwise, it’s of no benefit to anyone.

Looking ahead, what regions or market segments do you see as the most promising for Gamzix, and how will your role shape that direction? 

We’re taking a very data-driven approach by using business intelligence tools to understand where our games naturally fit, both in terms of geography and player segments. That insight will guide our market entries and commercial efforts.

From there, the goal is to create a feedback loop: revenue and feedback from new partners feed into our R&D and product development teams, which then refine the games and features to better suit market demand. That alignment between product and commercial strategy is critical.

Ultimately, my role is about connecting the dots between what the market wants and what we’re building. With the right partnerships and a collaborative approach, I believe we can scale rapidly and sustainably.