Amusnet at 10: Focus on Localization and Partnerships

Game provider Amusnet is celebrating its 10th anniversary this year. In an interview with NEXT.io at SBC Lisbon 2026, the company's Chief Commercial Officer (CCO) Irina Rusimova outlined the roadmap for the next decade.

Rusimova has been with the company almost from day one. She listed product development, strengthening strategic partnerships and entering new markets as the current priorities. The interview also covered the new Triplex live casino studio and the development of the Bonus Platform.

According to Rusimova, the industry has changed rapidly over the past decade. Regulations have tightened, and companies are restructuring to cut costs and work in a more customer-focused way. Players have access to far more information and are more demanding. Offering a new game or more content is no longer enough, the content has to speak directly to the player.

Rusimova said that staying close to partners is therefore important, and that understanding how different markets work and offering a suitable product for each player audience is essential. The role of artificial intelligence is also growing. The available data needs to be analyzed, structured and put to use. Rusimova stressed that working in a more local, market-specific way and staying close to partners is the key to real commercial growth.