Arthur Sheikhaliev, DELULU Gaming: “What we really try to do is create the connection with every aggregator, with every operator”
Shows & conferences - 13 July, 2026
During iGB L!VE London 2026, Focus Gaming News spoke with Arthur Sheikhaliev, CEO and co-founder of DELULU Gaming, about the company’s vision, product strategy, and expansion roadmap.
Sheikhaliev outlined DELULU Gaming’s core ambition: to establish a distinctive position in a highly competitive market by focusing on player engagement and entertainment. Rather than simply following industry trends, the company aims to deliver “better, bigger games” built around a deeper understanding of player behaviour. Backed by more than 30 years of combined experience across social and land-based gaming, DELULU seeks to raise industry standards and position itself as a disruptor in user experience. While acknowledging innovators such as No Limit City, Sheikhaliev noted that the goal is to push boundaries responsibly, ensuring that “users get as much entertainment as possible."
The CEO also highlighted DELULU’s data-driven development approach, stressing that every release is based on extensive research and testing. The company will launch with an initial portfolio of five games, including slots and one instant title, all of which have been tested across different audience segments. AI plays a key role in analysing user behaviour and optimising mechanics, while game design decisions—from themes to characters—are guided by engagement data. Sheikhaliev emphasised that no game is developed purely based on trends, citing the analysis of more than 140 Plinko variants before creating their own version.
From a B2B perspective, DELULU is focused on building strong relationships with operators and aggregators. The company aims to act as a flexible partner, willing to test new features and mechanics alongside clients. According to Sheikhaliev, operators benefit through increased GGR driven by stronger retention and longer player sessions, as well as additional support in marketing and media exposure.
Post-integration is seen as a critical phase in the partnership. Sheikhaliev described integration as “only 2 per cent of the job”, with long-term success depending on reliability, consistent delivery, and exceeding expectations. DELULU is preparing for a coordinated launch on July 13 across multiple operators and aggregators, following six months of infrastructure preparation. The company also plans to support partners through ongoing releases, promotional campaigns, and brand-driven exposure.
In terms of market strategy, DELULU Gaming will initially focus on CIS, crypto, and sweepstakes segments, where it has already established early traction. Expansion into Latin America and Africa is planned as a next step, alongside entry into regulated European markets such as the UK, Romania, Bulgaria, and Germany, and selected Asian jurisdictions. The company’s long-term goal is to become one of the leading global providers, targeting exposure to 40–50 per cent of the market within three years.