Razvan Haiduc, Relum “Our strategy rests on two main pillars: expansion and market growth”

Relum’s newly appointed chief product officer outlines his vision for driving innovation, expanding into regulated markets, and delivering operator-friendly solutions in a highly competitive igaming landscape.

Exclusive interview.- Freshly stepping into his role as chief product officer at Relum, Razvan Haiduc brings a clear mission: to ensure the company’s products deliver both innovation and practical value for operators worldwide. He is now leading Relum through a phase of rapid growth, marked by new market entries, product certifications, and continuous technology enhancements.

In this exclusive interview with Focus Gaming News, Haiduc discusses the company’s 2025 strategy, its position within the broader Digitain Group ecosystem, and the balance between customisation and scalability in product development. He also shares insights into the technologies shaping Relum’s roadmap, from data-driven personalisation to seamless integrations, and offers his take on the trends likely to define the igaming sector in the coming year.

Congratulations on your new role! What excites you most about leading Relum’s product strategy at this stage of its growth?

Thank you! I’ll be honest—the fact that it is in such a dynamic growth stage is what attracted me. Relum has a strong foundation and a very solid portfolio, and is now entering a new, aggressive stage of growth with multiple regulated market expansions, product improvements, and innovations. The fact that Relum also has such a strong, young, and dynamic team that is passionate about the product and the industry makes it all the better. The possibilities are all there, and now it’s time to execute.

How do you plan to position Relum’s expanding product suite to stand out in today’s highly competitive igaming landscape?

In such a crowded market, standing out is about finding that sweet spot between innovation and real value. My goal is to make sure our products don’t just tick boxes but deliver experiences that operators find easy to work with. That means focusing on smooth performance and smart tools that help operators run their business better.

For 2025, our strategy rests on two main pillars: expansion and market growth. To maintain a leadership position, we’re committed to growing in regulated markets while strengthening the relationships we already have with our partners. A great example of this is Relum’s Jackpot Engine, which recently received certification in Greece—one of Europe’s key regulated markets. We are actively working on additional certifications to continue building on this success.

“My goal is to make sure our products don’t just tick boxes but deliver experiences that operators find easy to work with.”
Razvan Haiduc, chief product officer at Relum.

Relum is part of a broader ecosystem under Digitain Group. How do you plan to align and synergise the product strategies across these brands?

Working within the Digitain ecosystem is a huge advantage, and collaboration is key. In addition to overseeing Relum, my role expands to Centrivo, an industry-renowned platform designed for scalability, compliance, and localisation. Centrivo provides more than a platform—it’s a strategic foundation for long-term success.

By aligning insights and goals across teams, I am confident we can create a seamless, powerful offering where each product complements the other, fitting together like pieces of a puzzle to deliver maximum value for operators.

In terms of innovation, what areas or technologies are you most focused on integrating into the product roadmap in the coming months?

As part of our commitment to delivering value to partners, we continue to enhance our aggregation platform with a strong focus on game management, portfolio expansion, entry into new jurisdictions, and constant improvements to our engagement tools. Seamless integrations, data-driven insights, and advanced personalisation remain at the core of our technology strategy, enabling operators to optimise performance, boost engagement, and drive business results.

As we use data-driven analytics, our platform enables partners to personalise player experiences, anticipate game trends, and refine promotions. This data-driven approach improves retention and provides a clear competitive edge. We also focus on seamless API integrations, offering fast, scalable, and compliant solutions with access to a wide range of games.

Local regulations are in a state of constant flux, thus mandating a flexible and adaptable product ecosystem that can cope with new challenges while still delivering new content and new features.

“Relum’s data-driven approach improves retention and provides a clear competitive edge.”
Razvan Haiduc, chief product officer at Relum.

How do you see the balance between customisation for operators and scalability across markets when building product features?

It’s always a bit of a juggling act, but I believe the best approach is to design products that are built on a strong, consistent core, with the ability to adapt to different needs on top. Operators often want to create something unique for their players, but at the same time, we need to build solutions that can scale easily across multiple markets without constant reinvention. Modular design is key — it lets us offer customisation options where it matters while keeping the overall system manageable and efficient.

“I believe the best approach is to design products that are built on a strong, consistent core, with the ability to adapt to different needs on top.”
Razvan Haiduc, chief product officer at Relum.

Finally, what key trends do you think will define the next 12–18 months in the igaming product space, and how is Relum preparing for them?

There’s always a cycle. A few years ago, it was NFTs; now, the buzzword is AI. We’ll see if this one sticks, but I expect to hear it constantly in the igaming space over the next period, even if it actually applies to the product or not. We will, of course, play around with AI tools and integrate them into our flows and products, but the most important thing is not slapping an “AI” descriptor on our marketing briefs—it’s asking, “Does it actually bring any value?”. That’s where the data and the KPIs will come in.

The core remains the same: how fast you can add new content, how quickly and reliably you can deliver it to your operators, and how much information you can provide so they can make informed decisions about their lobbies and promotions. Do this right, and do it consistently, and you will succeed. This will be our main focus for the next period—providing faster, better, and more reliable services to our operators, coupled with a suite of aggregation gamification tools.