Women in iGaming: Mariia Gruzan, Head of Partnerships at Spin Joy Games

Mariia is Head of Partnerships at Spin Joy Games, driving strategic collaborations that connect the company’s slot games and RGS solutions with operators and other iGaming platforms worldwide. As a woman leading in a traditionally male-dominated space, she brings a unique perspective on overcoming industry challenges, building relationships and shaping the future of iGaming.

In this interview, Mariia shares her experiences navigating a competitive landscape, offering guidance for other women in such roles and discussing trends that will define iGaming partnerships in the years ahead.

As Head of Partnerships, you work at the intersection of strategy, negotiation and relationship-building. How has your role evolved since joining Spin Joy Games?

Mariia: Over time, my role has evolved beyond the traditional idea of partnerships as simply "signing deals." Today, my focus is dedicated to structuring our cooperation in a way that brings operators tangible results, fast. It is remarkable how quickly iGaming providers must demonstrate their value in today's market.

For me, partnerships aren’t just about adding another provider to a list; they are about understanding how games perform within an operator’s specific ecosystem. 

The casino lobby is their most valuable digital real estate, and how games are positioned and introduced to players significantly impacts GGR. Because of this, my role has become much more consultative. 

I enjoy working closely with our partners to align with their strategy and find ways for our games to genuinely drive their growth. When you approach partnerships this way, it stops being transactional and becomes about building long-term, mutual value.

Business development and partnerships in iGaming have traditionally been male-dominated. What challenges have you faced as a woman in this space, and how have you overcome them?

Mariia: Our industry is as diverse as the people who drive it forward. While some may find it challenging to enter a traditionally male-dominated space, and social dynamics certainly take time to evolve, my experience has shown that expertise is the ultimate equalizer. When you are confident in your knowledge and focus on delivering real value, external factors quickly fade into the background.

In iGaming, the data is the most convincing argument. When you deeply understand the technical side—whether it’s the resilience of our RGS or the speed of monetization post-launch—the conversation naturally shifts from perception to performance. 

I believe what ultimately defines a successful partnership isn't gender, but expertise and the ability to create measurable results together.

What qualities do you think are essential for success in partnerships, particularly in a fast-moving, competitive industry like iGaming?

Mariia: In such a high-velocity environment, success relies on a mix of resilience, transparency, and high emotional intelligence.

The market is crowded, so the ability to build genuine, human relationships is what makes a difference. A personal approach matters—understanding an operator's specific priorities, maintaining open lines of communication, and creating a dialogue where expectations are clear on both sides.

Emotional intelligence plays a huge role here; often, it’s the small things, like remembering a previous conversation or understanding unique pain points, that build the foundation of trust. Combined with a solution-oriented mindset, these qualities turn "vendors" into long-term partners.

Spin Joy Games produces innovative slot games and RGS solutions. How do you identify and prioritise partners that align with the company’s vision and goals?

Mariia: We prioritize partnerships that go beyond just "filling a slot" in a lobby. The most valuable collaborations are with operators who are brave enough to experiment with new mechanics and fresh concepts rather than relying solely on established industry patterns.

We look for partners who take a thoughtful, strategic approach to the composition of their lobby and the overall player experience. 

Operators who are open to working with emerging studios and introducing diversity into their content offering often create the most engaging environments for players. Those are the partnerships where we see the strongest long-term potential.

Negotiation can be tricky. Can you share an example of a partnership you helped secure that required creative problem-solving or perseverance?

Mariia: Negotiations are certainly a balancing act, and much of that comes down to finding the right personal approach. A great example was the launch of our seasonal title, Wheel of Love.

The challenge wasn’t the technical integration, but securing meaningful lobby visibility—placements that are often reflexively reserved for the industry "giants." Instead of competing on discounts, we focused on the strategic value of seasonal content and the benefits of testing something fresh with proper positioning.

The results spoke for themselves, showing strong player engagement and GGR performance. It proved that stepping outside the usual patterns can lead to a win-win outcome for both the studio and the operator.

The iGaming sector is constantly changing. How do you stay ahead of trends to ensure Spin Joy’s partnerships remain impactful and mutually beneficial?

Mariia: Staying ahead is about remaining flexible and observing how players actually interact with content. At Spin Joy Games, we focus heavily on helping operators avoid "player blindness"—that moment when players stop noticing new content because everything feels the same.

Internally, we follow a 70/30 approach. About 70% of our roadmap focuses on proven concepts that reliably drive revenue, while 30% is dedicated to pure experimentation and creativity. 

For instance, our game Lucky Crusher was inspired by a viral TikTok trend of a bottle tumbling down stairs. We turned that chaotic, satisfying moment into a game mechanic that felt immediately familiar to players. This balance allows us to stay commercially effective while bringing the "experimental oxygen" that keeps our partners' lobbies dynamic.

Looking ahead, what trends or innovations do you believe will shape iGaming partnerships, and how is Spin Joy positioning itself to stay ahead?

Mariia: I believe partnerships are shifting toward "Performance over Pixels." Operators are becoming much more analytical about what actually drives engagement and GGR.

Consequently, we’re seeing a growing demand for operator exclusives and IP-driven content that helps platforms differentiate. At Spin Joy, we are positioning ourselves through character-led titles like Athena or Only Granns, giving operators something unique rather than interchangeable. 

Simultaneously, we are removing technical friction; our Integrations Team supports direct reverse integrations, allowing partners to launch faster and maintain greater control over their lobby evolution.

Finally, what advice would you give women aspiring to senior roles in business development, partnerships or other leadership positions within iGaming?

Mariia: I would stress the importance of mastering the "engine room" of the industry. Build a deep understanding of how things work behind the scenes—from RGS stability to the economics of lobby positioning and revenue optimization. When you understand the mechanics that drive real results, you contribute to the conversation at a much higher strategic level.

Focus on becoming a "force multiplier" for your team by combining technical literacy with strong relationship-building skills. When you become someone the team relies on for both strategy and execution, the path to leadership opens naturally.

To all the women in this industry: you are truly wonderful. I wish you confidence in your expertise, the curiosity to keep growing, and the courage to pursue the paths you believe in. Happy Women’s History Month!