Teni Grigoryan, Galaxsys: “Our approach combines constant market observation, close feedback loops with partners, and internal experimentation”
Teni Grigoryan, Chief Sales and Partner Management Officer at Galaxsys, discusses innovation strategies, viral success, influencer-driven growth and what the company is preparing for ICE Barcelona.
Exclusive interview.- With crash games now firmly established as one of the most competitive verticals in igaming, differentiation has become both a creative and commercial challenge. Galaxsys has responded by blending familiar mechanics with fresh ideas, viral-friendly gameplay and a strong focus on partner collaboration.
In this exclusive interview with Focus Gaming News, Teni Grigoryan, chief sales and partner management officer at Galaxsys, shares insights into the company’s innovation philosophy, the success behind titles like Tower Rush and Chicken Crash, the role of experimentation in a fast-moving market, and what delegates can expect from Galaxsys at ICE Barcelona.
Amid a flourishing market for crash games, how does Galaxsys continue to innovate and find fresh ideas?
Crash games are everywhere now, so standing out means being smart and intentional about how we innovate. We don’t just make changes for the sake of it—we look at the gameplay, pacing, and player experience to create something that feels familiar but still new. In our portfolio, you’ll see classic game types alongside unique titles with fresh mechanics, designs, and themes. I’d say that our approach combines constant market observation, close feedback loops with partners, and internal experimentation. Sometimes innovation comes from a bold mechanic, other times from a subtle tweak that changes how the game feels and performs commercially.
“We don’t just make changes for the sake of it—we look at the gameplay, pacing, and player experience to create something that feels familiar but still new.”
Teni Grigoryan, chief sales and partner management officer at Galaxsys.
Chicken Crash has a quirky character all of its own. What was the inspiration for this?
We wanted to take that simple concept and turn it into a fun and memorable crash game. The quirky chicken character gives the game personality and makes it stand out, while the gameplay keeps players on their toes.
Chicken-themed games are already popular, but we wanted to bring something fresh to the genre. That’s why we added unique features like the Go Max option, left-hand mode, and other small touches that make the gameplay smoother and more enjoyable. Chicken Crash is one of our most eye-catching games, and we focused on both the commercial side and the technical advantages. By combining these elements, the game quickly attracted strong interest from operators around the world, even in the short time since its official launch in November.
Tower Rush introduced a new mechanic that feels nostalgic but also innovative. How did you strike this balance, and did you expect it to be so popular with influencers?
With Tower Rush, we focused on keeping things familiar and easy to understand, while adding fast pacing and crash-style tension to give it a modern feel. The response went beyond what we expected. Tower Rush quickly became one of our top-performing games, thanks to its fast gameplay and wide appeal. It has driven millions of views on social media, especially on TikTok, where clips of intense gameplay have gone viral and boosted its visibility. It’s also become a favourite among affiliates and streamers, who use the game’s dynamic action to engage audiences and generate buzz.
For operators, it works as both an entry point for new audiences and an effective tool for player acquisition. Across multiple markets, partners have reported results above their usual benchmarks, particularly in early engagement and conversions.
Can experimenting like this be risky?
Absolutely—and that’s part of the process. Experimentation always comes with a risk, especially in a highly competitive industry like ours. However, we manage that risk through modular development, early testing, and close collaboration with partners. Not every experiment needs to become a flagship product, but each one adds to our understanding of what resonates commercially and strategically.
“Experimentation always comes with a risk, especially in a highly competitive industry like ours. However, we manage that risk through modular development, early testing, and close collaboration with partners.”
Teni Grigoryan, chief sales and partner management officer at Galaxsys.
What other mechanics are you looking to develop or expand? Can we expect any novelties at ICE Barcelona?
We’re continuing to expand mechanics that build on fast, easy-to-understand gameplay while adding more depth through progression, interaction, and smart use of features. Alongside instant games, we’re also expanding our slot portfolio, applying the same thinking around engagement, pacing, and visual clarity.
At ICE Barcelona, our stand will highlight this evolution. We’ll be demonstrating our growing slot portfolio, as well as top-performing titles like Maestro and Tower Rush, and one of our most anticipated releases, Chicken Crash. Visitors will be able to try all of these games at our demo stations and experience the gameplay and features firsthand. As always, we want delegates to see what’s coming next, not just what’s already live. That means we’ll be giving an early look at several upcoming games that haven’t been officially released yet. We’ll also present how our promotional tools work behind the scenes, showing how Galaxsys helps partners create more personalised and engaging experiences.
How has the creation of the partner management department strengthened strategic collaborations?
The partner management department has always been a core part of our infrastructure, but this year we took some steps to strengthen it further—expanding the team, changing the structure, and adding a strong B2C focus. By working closely with our sales department, the partner management team now plays a central role in aligning strategy, operations, and partner needs.
This close collaboration means we can support partners more proactively, offer solutions suited to their goals, and respond quickly to changes in the market. The result is stronger, more strategic partnerships: partners get the tools and insights they need to grow, and we can make the most of our portfolio across different markets.
