Exclusive: People Drive Growth: Kirill Miroshnichenko on Leadership, Partnerships and the Future of iGaming

Over the past decade, the iGaming industry has become more competitive, more innovative, and more global than ever before. While technology continues to reshape the market, long-term success still depends on strong leadership, trusted partnerships, and a clear vision for sustainable growth.

In this exclusive interview with iGaming News Today, Endorphina Chief Commercial Officer Kirill Miroshnichenko reflects on his journey with the company, the factors behind Endorphina’s success, the role of AI in game development, and the commercial strategies that will shape the industry’s future.

Q1. You’ve been part of Endorphina for more than seven years, progressing from Senior Sales Manager to Chief Commercial Officer. How has that journey shaped the way you approach leadership and business growth today?

Kirill:

It’s been an incredible journey, honestly. When I joined Endorphina 7 years ago, we were in a very different stage. Imagine one small office with 15 ppl, that’s how we started. I’ve had the privilege of witnessing the success of Endorphina and contributing to that transformation firsthand.

What shaped me the most is seeing how every part of the business connects. Starting in sales taught me the importance of listening. You spend a lot of time talking to partners, understanding their challenges, and learning what really matters to them. As I moved into leadership, I realized the same principle applies internally as well. The best results come when people feel heard, trusted, and empowered.

Today, I try to lead with a balance of ambition and empathy. Growth is important, of course, but sustainable growth comes from building strong teams, creating a positive culture, and making sure everyone is moving toward the same vision.

Q2. Having grown alongside the company, what do you think has been the biggest factor behind Endorphina’s success and expansion over the years?

Kirill:

If I had to choose one thing, I’d say our people. The industry sees new trends, new technologies, and new competitors all the time, but what has remained constant is the passion and dedication of our team. We’ve always had a mindset of pushing forward, learning, and adapting without losing our identity.

We’ve never tried to be everything to everyone. Instead, we’ve focused on doing what we do well, building strong relationships, and delivering products we’re genuinely proud of. That consistency has helped us earn trust across the industry and grow steadily over the years.

Q3. The iGaming industry is more competitive than ever. From your perspective, what makes a strong commercial strategy in today’s market?

Kirill:

I think a strong strategy starts with understanding that business is ultimately about people, not just numbers. Data and market analysis are essential, but you also need to understand your partners, your players, and the markets you’re operating in. Every region is different, every operator has unique goals, and flexibility has become more important than ever.

For me, the strongest commercial strategies are built on long-term thinking. It’s not about chasing every opportunity. It’s about identifying where you can create real value and building relationships that will still be strong years from now.

Q4. Partnerships are a key part of the business. How important are strong relationships and trust when building long-term success in iGaming?

Kirill:

They’re everything. The iGaming industry moves fast, and there will always be challenges, whether they’re regulatory, political climate, technical, or market-related. During those moments, trust becomes your most valuable asset.

Some of our strongest partnerships today started with simple conversations years ago. Over time, those relationships grew because both sides delivered on their promises and supported each other through different stages of growth.

People often talk about business in terms of deals, but behind every deal are people. When trust exists, collaboration becomes much easier, and that’s where long-term success is built.

Q5. Operators today have access to a huge amount of content. What do you think helps a game provider stand out and remain relevant in such a crowded market?

Kirill:

Players have more choice than ever before, so standing out has become increasingly challenging. I think success comes from creating experiences that players genuinely enjoy and remember. Great design, engaging mechanics, and strong performance all matter, but authenticity matters too. Players can tell when a game has been created with care and attention to detail.

At Endorphina, we always try to balance between innovation, entertainment and touch of nostalgia. Trends come and go, but if players have fun and operators see value in the content, that creates lasting relevance.

Q6. AI is becoming a major topic across industries. How do you see AI influencing game development, player engagement, and commercial growth in iGaming?

Kirill:

AI is definitely one of the most exciting development tools we’re seeing right now. Personally, I see it exactly as a tool that can help game providers and other participants of iGaming industry do their jobs better rather than replace them. In game development, AI can speed up processes and provide valuable insights. But creativity, intuition, and human connection remain incredibly important in our industry. The companies that will benefit most from AI are the ones that use it to support talented people, not replace their ideas and expertise.

Q7. With changing market conditions and uncertainty across different regions, do you think these factors could impact growth and investment in the gaming industry?

Kirill:

Naturally, uncertainty affects every industry to some point, and iGaming is no exception. One thing I’ve learned over the years is that this industry is remarkably resilient. We’ve navigated regulatory changes, economic challenges, political crisis, pandemic and shifting market dynamics before, and we’ve continued to evolve.

Periods of uncertainty often encourage businesses to become more innovative, more efficient, and more strategic. While challenges will always exist, I try to stay optimistic about the industry’s long-term potential because demand for entertainment remains strong, and new opportunities continue to emerge globally.

Q8. Looking ahead to 2026, what opportunities and major changes do you expect to shape the future of iGaming?

Kirill:

I think we’re entering a very exciting period. We’ll continue to see growth in regulated markets, but I also believe the focus will shift more toward personalization and player experience. Players increasingly expect entertainment to feel tailored to their preferences, and technology will help make that possible. AI will certainly play a larger role, but so will responsible gaming, localization, and stronger collaboration across the industry. Companies that can combine innovation with trust and reliability will be in a strong position.

For Endorphina, the goal remains the same as it has always been: continue growing, continue innovating, and continue building products and partnerships.

About Endorphina

Endorphina is an award-winning iGaming software provider specializing in online slot games for regulated markets around the world. Founded in 2012, the company has built a diverse portfolio of innovative slot titles known for their engaging gameplay, distinctive themes, and high-quality design. Today, Endorphina partners with leading operators and aggregators across Europe, Latin America, Asia, and other regulated jurisdictions, continuing to expand its global presence through innovation, strategic partnerships, and a strong focus on delivering entertaining player experiences.