Five Years, 90+ Games: Uroš Nikolić on Zillion Games’ Journey and the Future of Slots

Since entering the market in 2021, Zillion Games has built a portfolio of more than 90 titles while expanding its reach across international markets.

But in an increasingly crowded iGaming landscape, simply producing more games is no longer enough. Understanding what players want, adapting content for different markets and building meaningful relationships with operators and aggregators are becoming equally important.

We caught up with Uroš Nikolić, Senior Sales Manager at Zillion Games, to discuss the company's first five years, the lessons it has learned along the way, how it approaches game development and localization, and what the next chapter could look like.

iGaming News: Zillion Games entered the market in 2021. Looking back over the past five years, what would you say have been the biggest lessons the company has learned?

Uroš Nikolić: One of the biggest lessons is that creating a good game is only the beginning. The market has changed significantly since we launched, and there is now an enormous amount of content available to players.

We have learned that innovation needs to be understandable. You can have a sophisticated mechanic behind the scenes, but if the player cannot immediately understand what makes the game exciting, it becomes much harder to compete.

We have also learned how important distribution and positioning are. A strong title needs the right operator exposure, promotional support and market fit to reach its potential. That has shaped how we think about both game development and our relationships with partners.

iGaming News: The slots market has become increasingly crowded. What does it take for a new game to stand out today?

Uroš Nikolić: A game needs to communicate its identity very quickly. Players are making decisions in a very busy casino environment, so the visuals, theme and core mechanic all need to work together.

For us, standing out does not necessarily mean trying to reinvent slots completely. It can be about taking something familiar and adding a feature or mechanic that gives it a distinctive identity.

The key is creating a reason for the player to choose your game from everything else available to them.

iGaming News: Zillion now has a portfolio of more than 90 games. How do you approach building that catalogue?

Uroš Nikolić: Volume is not the objective on its own. We want the portfolio to be balanced and relevant to different types of players, markets and operator strategies.

That means combining recognisable slot formats and themes with different mechanics, including collection features, jackpots, Free Spins, Hold and Win-style mechanics and bonus wheels.

Players have different expectations. Some want something immediately familiar, while others are looking for a more feature-driven experience. A healthy portfolio needs to cater to both.

iGaming News: How do you balance global appeal with the very different preferences of individual markets?

Uroš Nikolić: We have learned that there is no completely universal slot player.

A mechanic can work across multiple territories, but the way the game is presented can make a significant difference. Localization is therefore much more than translating the interface.

Themes, volatility, bet ranges, game rhythm, bonus features and even device performance can influence how a title is received.

Our objective is to understand which elements of a game can travel globally and which need to be adapted to meet local expectations.

iGaming News: Zillion has strong foundations in the CIS region but is also expanding internationally. What has that experience taught you about different player audiences?

Uroš Nikolić: The CIS region has been extremely important to our development and has given us valuable insight into player preferences and the types of mechanics that can support long-term engagement.

At the same time, working with European and international partners has shown us that successful expansion requires flexibility.

You cannot simply take exactly the same approach into every market and expect the same results. Understanding the local environment and working closely with operators and aggregators is essential.

iGaming News: There is often a balance between familiarity and innovation in slots. How does Zillion approach that?

Uroš Nikolić: Among the most promising mathematical models in the portfolio, particular attention should be given to the Shooter series: Wild Shooter, Bullies Shooter, and the upcoming Zombie Shooter. These games combine the classic and well-established Hold and Win mechanic with a unique implementation of special symbols and additional in-game events, creating more dynamic gameplay, higher levels of player engagement, and strong emotional peaks throughout the experience.

The Book of series also deserves special mention, featuring our own implementation of the Multichance mechanic. It allows players to accumulate special symbols, gradually increasing the probability of triggering bonus events. Combined with the traditional Book of mechanic, this creates a deeper gameplay loop, strengthens the sense of progression, and helps sustain player interest over longer gaming sessions.

iGaming News: Can you give us some examples of how that philosophy has influenced recent Zillion releases?

Uroš Nikolić: Book of Magic is a good example because it builds on a format players already understand while giving it the Zillion Games treatment.

Wild Egyptian Buffalo combines a recognisable theme with Random Wilds, Free Spins, wheel jackpots and Hold & Ring rewards.

Crazy Joker Wheel takes another familiar starting point, using classic fruit, 777 and Joker symbols, but introduces its own visual and mechanical identity.

The common thread is that the player should understand what the game is about while still having something distinctive to discover.

iGaming News: What can you tell us about the thinking behind more recent releases such as Train of Fortune, Electro Strike and 3 Crown Coins Deluxe?

Uroš Nikolić: These three releases represent an important new chapter for Zillion Games. Introducing three games with new mechanical directions in such a short period is a significant step for us and reflects our ambition to experiment more boldly while retaining the strong foundation of features we know our players enjoy.We are experimenting more boldly, but from a strong foundation: collection, progression and bonus features that we already know our players enjoy.

3 Crown Coins Deluxe is probably the most mechanically ambitious of the three. It introduces three features: Twin, Expand and Multi which can activate independently or in different combinations. Expand adds an additional row to the game field. Multi introduces multipliers to selected positions, while Twin doubles every Royal Coin that appears. The most exciting moments come when several features activate together, transforming both the structure and potential of the bonus. This gives the game a sense of evolution: players can see the Special Coins accumulating and anticipate what kind of Bonus Game they may create.

Electro Strike takes a different approach. We reimagined the familiar electricity theme through a highly focused visual and mechanical experience. Boost Symbols collect Bonus Coin values, become sticky during the Bonus Game and create different collection scenarios as the feature develops. Above the reels, a pile of gold grows visibly throughout play. When the moment of activation arrives, the accumulated coins pour onto the reels and help complete the Bonus Game trigger. The restrained background, electrical effects and growing pile all work together to direct attention towards that feeling of charging, accumulating and finally releasing value.

Train of Fortune is more direct mechanically, but introduces a new world and structure to our portfolio. Its distinctive reel layout supports a continuous collection loop in which the train gathers Bonus values and new symbols can extend the feature. Visually, we treated the slot machine as a mechanical construction inside a golden depot, making the train itself part of the gameplay rather than simply a background theme. It is a setting we believe has strong potential for further development in future games.

For us, innovation does not mean making mechanics complicated. It means taking familiar player motivations anticipation, collection and visible progression and presenting them through new combinations, structures and visual storytelling. 

iGaming News: What makes a bonus feature successful in today's market?

Uroš Nikolić: We think progression is very important.

Players need to feel that something is happening and that there is a reason to continue through the feature. At the same time, the mechanic cannot become so complicated that the player loses sight of what they are trying to achieve.

That is why we focus on clear objectives, recognisable rewards and enough variation within a feature round to keep the experience engaging.

iGaming News: Zillion has also adapted selected content for social casino and sweepstakes environments. What opportunities do you see in those markets?

Uroš Nikolić: They are interesting because they provide additional ways for partners to use content and reach audiences.

We see value in having flexibility within our portfolio and being able to adapt selected games to different entertainment models.

These markets are developing quickly, so it is important for suppliers to understand how player expectations and partner requirements differ from traditional online casino environments.

iGaming News: From a commercial perspective, how has your relationship with operators and aggregators evolved?

Uroš Nikolić: The relationship has become much more collaborative.

Partners do not simply need access to another collection of games. They need content that is technically reliable, commercially relevant and appropriate for their markets.

We also place a lot of value on feedback. Operators and aggregators have direct insight into how different titles perform with different audiences, and that information can help influence future decisions.

For us, the integration is not the end of the relationship. It is really the beginning.

iGaming News: How important are visibility, lobby positioning and promotional support once a game has been integrated?

Uroš Nikolić: They are extremely important.

Being available through an aggregation platform does not automatically guarantee that a game will achieve strong visibility or performance.

A successful launch needs the right promotional materials, clear product information and appropriate positioning within the casino lobby.

This is why we work closely with partners to understand which titles are most relevant to their audiences and how they can best be activated.

iGaming News: What does a successful partnership look like from Zillion's perspective?

Uroš Nikolić: It is a relationship that continues to develop after integration.

We want to understand our partners' audiences and help them identify the games that are most relevant to those players. We also want to support activations and provide the information and materials needed to give releases the best possible opportunity.

Ultimately, it is about creating long-term portfolio value rather than simply increasing the number of games released.

iGaming News: Responsible gaming is increasingly becoming part of the wider conversation around game development. How does player protection factor into Zillion's approach?

Uroš Nikolić: Responsible gaming is important to the long-term sustainability and credibility of the industry.

We do not see it simply as something that comes into consideration at the end of the development process or as a compliance requirement. It should be part of the wider way games are designed, presented and promoted.

The industry has a responsibility to create an environment where entertainment and player protection can develop alongside each other.

iGaming News: Looking ahead, what are the biggest opportunities you see for Zillion Games over the next five years?

Uroš Nikolić: The next five years are about building on what we have learned.

We want to continue developing proven mechanics while experimenting with new combinations and approaches. At the same time, we want to become even more targeted in the content we create and the markets we pursue.

We will continue strengthening our position in the CIS region, developing opportunities across selected European markets and expanding through international operators, aggregators and platform partnerships.

iGaming News: So is the ambition to release more games, enter more markets, or something broader?

Uroš Nikolić: Growth should not simply be measured by the number of markets entered or titles released.

For us, it is about creating the right games for the right audiences, supporting our partners and maintaining a responsible, player-focused approach.

The first five years were about creating the foundation: building our technology, developing a portfolio of more than 90 games and establishing our international distribution network.

The next five years are about turning that experience into a more focused, distinctive and globally competitive portfolio.

iGaming News: Finally, if we look ahead to 2031, what would success look like for Zillion Games?

Uroš Nikolić: Success would mean having a portfolio that is recognised for its identity and quality, strong relationships with partners around the world and a clear understanding of what different players want.

We want to continue growing, but we want that growth to be meaningful and sustainable.

The market will undoubtedly continue to change, and that is part of what makes this industry exciting. Our focus is on continuing to learn, innovate and develop content that gives players something they want to come back to.