Sergey Shulgin, CreedRoomz: “If you think about the live casino industry, game shows are the main driver of traffic acquisition”

Shows & conferences - 8 May, 2026

During SiGMA South America, Focus Gaming News caught up with Sergey Shulgin, Chief Gaming Content Officer at CreedRoomz. Shulgin was present at the event, showcasing CreedRoomz's impressive stand and their latest offerings. The interview kicked off by highlighting CreedRoomz's visually stunning live games and their newly launched title, "The Road to Eldorado," which has captivated attendees. Shulgin explained that while "game shows are the driver of traffic and acquisition," grabbing the attention of both partners and players, their portfolio of classic games, such as blackjack and roulette, forms the "retention seats and the loyalty." He asserted that CreedRoomz boasts some of the strongest classic games on the market, backed by impressive metrics. When asked about their unique spin on classic titles, Shulgin succinctly stated, "Our twist is quality." He elaborated on the meticulous attention to detail, including stringent dealer quality controls, tight Key Performance Indicators (KPIs), and superior streaming quality, all designed to foster a sense of security, trust, and pleasure for the player. Looking ahead to the 2026 roadmap, Shulgin revealed an ambitious pipeline. Beyond "The Road to Eldorado," CreedRoomz has released several entirely new game concepts, including "The Choice," which was built from scratch. A key philosophy for future development revolves around "fast games." Shulgin noted that, unlike the constant innovation in RNG slot games, the live casino landscape has remained relatively static. "Let's make the live casino great again," he declared, outlining a strategy to introduce new games rapidly. Their aim is a "four to six week release time for a completely new game," with a fast lifecycle to test and iterate. These games, like "The Choice," boast extremely quick rounds (averaging 12 seconds), and a new "Rock Paper Scissors" game is also in the pipeline, embodying this rapid-fire approach. CreedRoomz is also embarking on a significant global expansion. Shulgin confirmed the imminent opening of a substantial studio in São Paulo, Brazil, as a strategic move to solidify their growth in Latin America. This is part of a broader plan to open four new studios very soon, with others nearing completion in Europe and Asia, and a brand new one in Yerevan. Shulgin stressed the importance of their strong, distributed international team in managing the complexities of such expansion, acknowledging that "all the tiny things that matter to players in one country are completely irrelevant in the others." Finally, Shulgin touched upon the synergy between CreedRoomz's live casino offerings and SoftConstruct's RNG production (Pascal Gaming), which he also oversees. He highlighted the growing overlap between show games and slot players, emphasising the potential for loyalty mechanics and new engagement strategies that span both game types. This integrated approach allows CreedRoomz to offer a unique value proposition to operators: "we don't just give them games. We help them build business," by guiding players through a full journey, enhancing engagement, and increasing lifetime value across their entire portfolio.