Luiza Melikyan: “PopOK differentiates itself through a combination of creative game design, fast market responsiveness, and a strong focus on player engagement”

Luiza Melikyan, Head of Business Development at PopOK Gaming, discusses the company’s strategy to expand across regulated markets, its strong momentum in Latin America, the qualities that differentiate its game portfolio, and the key messages it will bring to iGB L!VE as it continues its global growth.

Exclusive interview.- As competition intensifies across the global igaming industry, PopOK Gaming continues to strengthen its position through localised content, a balanced portfolio of slots and instant games, and an ambitious expansion strategy focused on regulated markets. Ahead of iGB L!VE, Focus Gaming News spoke exclusively with Luiza Melikyan, Head of Business Development at PopOK Gaming, about the company’s long-term vision, its success in Latin America, and the opportunities it sees for future growth.

How is PopOK differentiating itself from larger competitors, and where does it see itself long-term in the global igaming industry?

PopOK differentiates itself through a combination of creative game design, fast market responsiveness, and a strong focus on player engagement. While larger providers often operate at scale, PopOK has been able to move quickly, adapt to regional preferences, and launch games that resonate with local audiences, particularly in high-growth markets such as Latin America.

Another key differentiator is the studio’s balanced portfolio, which includes both traditional slot content and popular crash/instant games that have shown strong performance across multiple operators. PopOK places significant emphasis on entertainment value, accessibility, and retention, rather than simply increasing the number of releases.

Long-term, PopOK aims to establish itself as one of the leading global game providers with a strong presence in regulated markets. The company is actively expanding its certifications and distribution network and sees its future in becoming a recognised international brand known for innovative content, reliable performance, and strong operator partnerships.

Which regions are currently the most strategic for growth, and why?

Latin America, and particularly Brazil, is currently one of the most strategic growth regions for PopOK. The market has demonstrated exceptional demand for both slots and crash-style games, and PopOK has already achieved strong traction there, positioning itself among the leading providers in terms of player engagement.

Beyond Latin America, regulated European markets remain a major focus. The company is investing in certifications and partnerships that will support expansion across Europe, including markets such as Portugal and, in the future, Spain. Ontario is also an important market due to its regulated framework and long-term growth potential.

How would you define PopOK’s games and what distinguishes them from others?

PopOK’s games are designed to be highly entertaining, easy to understand, and optimised for strong player retention. The portfolio combines classic slot mechanics with modern features, vibrant visuals, and increasingly popular crash and instant-win formats.

What distinguishes PopOK is its ability to create content that appeals to a broad audience while still reflecting regional preferences. The studio focuses on gameplay that feels dynamic and rewarding, with clear mechanics and engaging bonus features that encourage repeat play.

“What distinguishes PopOK is its ability to create content that appeals to a broad audience while still reflecting regional preferences”
Luiza Melikyan, Head of Business Development, PopOK Gaming.

What game launches have been best received in recent months?

Recent strong performers have included titles such as Ronaldinho da Sorte, Fortune Tarta, Genie Fortune, Corrida Rica and Rede Juu. These games have generated significant player interest across multiple markets and have performed particularly well in Latin America, where PopOK continues to strengthen its position.

What messages will you be taking to iGB L!VE?

At iGB L!VE, PopOK’s message will be focused on growth, partnerships, and regulated market expansion. The company wants operators to see PopOK as a reliable, fast-moving content partner that combines strong-performing games with a flexible commercial approach.

PopOK will also highlight its continued investment in certifications, new market entries, and the development of both slot and instant-game verticals, with the goal of becoming a long-term strategic partner for operators worldwide.

“The company wants operators to see PopOK as a reliable, fast-moving content partner that combines strong-performing games with a flexible commercial approach”
Luiza Melikyan, Head of Business Development, PopOK Gaming.