Rusalina Staneva: “At 7777 gaming, we don’t try to blend in, we create games that are instantly recognisable both visually and mechanically”

Rusalina Staneva, Partnerships Manager at 7777 gaming.

10/17/25

Rusalina Staneva, Partnerships Manager at 7777 gaming, shares details about the company’s aggregator-led strategy, brand identity, and innovation-driven approach to accelerating global expansion in competitive online gaming markets.

Exclusive interview.- In a competitive global market, a company’s distribution strategy can be as vital as the quality of its products. For 7777 gaming, an aggregator-led model has been central to its rapid international growth, enabling its titles to reach dozens of operators through a single integration. This approach, however, presents its own challenges, from maintaining brand visibility in crowded catalogues to overcoming the technical constraints of distribution platforms.

In an exclusive interview with Focus Gaming News, Rusalina Staneva, partnerships manager at 7777 gaming, discusses how the company manages these complexities. She also highlights the importance of building a strong brand identity, fostering direct collaboration with operators, and, above all, encouraging aggregators to evolve from “simple delivery pipes” into genuine platforms that support full player engagement.

7777 gaming’s distribution model allows your titles to reach operators worldwide through large content networks. How has this approach sped up your entry into new markets compared to building individual integrations?

Our distribution-first strategy has been a major accelerator for our global expansion. Instead of spending months or even years building one-to-one integrations with individual operators, we tap into the existing infrastructure of large aggregation networks. This gives us immediate visibility across multiple regulated markets with a single connection.

In practical terms, one integration today gives us access to dozens of operators tomorrow. It dramatically reduces technical overhead, shortens our go-to-market timelines, and allows us to focus more resources on innovation and localised content rather than infrastructure.

What’s even more important is the data loop it creates. By entering multiple markets simultaneously, we quickly gather insights into regional player behavior, which helps us refine our roadmap faster and deliver tailored content.

Put simply, the aggregator-led model turns market entry from a slow rollout into a scalable launchpad.

When your games sit alongside hundreds or even thousands of others, what tactics help 7777 gaming ensure its titles catch operators’ attention and engage players?

Standing out in a crowded lobby requires more than just volume – it demands identity and performance. At 7777 gaming, we don’t try to blend in, we create games that are instantly recognisable both visually and mechanically.

We don’t follow trends, we redefine them. Our portfolio features unconventional mechanics, unique math models, and gamified progression systems that set us apart from lookalike slots.

Before scaling any title, we test it in select markets to analyse player retention, hit frequency, and key engagement hooks. Once we identify the winners, we amplify them through strategic, data-driven campaigns with our operator partners.

Even though our content is delivered via aggregators and technical hubs, we don’t stop there. We work directly with operators to secure visibility through tournaments, missions, jackpots, and localised campaigns, ensuring players come back for more, not just for a first spin.

Working with multi-operator platforms can simplify delivery but also create new technical or regulatory hurdles. What have been the biggest challenges in keeping your games consistent, compliant, and high-performing across all partners?

Aggregation makes distribution easier, but it also means surrendering part of the process and that’s where challenges appear.

One of the biggest hurdles is maintaining consistency. Every operator has different lobby layouts, promo placements, and release schedules. We might launch a game globally, but depending on the aggregator’s timelines, it could go live instantly on one site and sit pending for weeks on another. That slows momentum.

When it comes to maintaining high performance across platforms, our position is very clear: an aggregator’s primary role should be technological, enabling seamless delivery of different content types to operators and providing regulatory shelter across jurisdictions.

However, performance isn’t just about delivery – it’s about visibility. And that’s where direct cooperation becomes essential. Game promotions and positioning should always be discussed directly between the provider and the operator. No one understands the content better than the creator, and no one understands the audience better than the operator.

“Performance isn’t just about delivery – it’s about visibility.”

Rusalina Staneva, partnerships manager at 7777 gaming.

With your content often delivered via third-party distribution channels, how do you make sure operators and players still recognise and value the 7777 gaming brand?

Even though much of our content is delivered through third-party platforms, we’ve built our brand identity directly into the player experience. Every 7777 gaming title carries our signature, whether through unique mechanics, distinct visual style, or the innovative features that operators and players associate with us.

We also ensure consistent branding across game intros, in-game elements, and promotional assets so that even within an aggregator environment our games stand out.

On the operator side, we invest heavily in co-branded campaigns, exclusive releases, and performance-driven collaborations. Ultimately, our strategy is simple: deliver unforgettable gameplay that players actively seek out and give operators reasons to highlight 7777 gaming as a key differentiator in their portfolios. When your content performs, your brand becomes impossible to ignore.

As platform providers introduce new tools like advanced analytics, targeted promotions, and personalised lobbies, how do you see these developments influencing your product strategy over the next few years?

The real challenge isn’t developing powerful marketing features. We already have jackpots, retention boosters, and promo mechanics ready. The challenge is convincing aggregators to integrate those tools alongside the games.

Right now, we’re still facing situations where the aggregator is technically not ready to implement some of our features, which means the operator doesn’t get the full 7777 gaming experience and that limits results for everyone.

Today’s operators don’t just want games, they want engagement tools. They rely on flexible marketing mechanics to reactivate players and keep them coming back.

So our long-term strategy is to push for deeper technical adoption. Aggregators need to evolve from simple delivery pipes into platforms that enable full engagement. And we’re ready to drive that shift.