Endorphina: Looking at Reflections, Highlights and Future Direction

Artyom Moskvin, COO of Endorphina, offers up his reflections, highlights, and future directions in this exclusive Book of Slots interview following an epic ICE Barcelona 2026 event.

BoS: With ICE Barcelona 2026 now wrapped up… what were Endorphina's primary objectives and were they achieved?

Artyom Moskvin: ICE Barcelona 2026 was not just about visibility for us it was about strategic positioning. Our primary objectives were threefold: strengthening relationships with existing partners, accelerating new market entries, and showcasing our latest product direction, particularly new slot games, high-speed formats and regional adaptations. 

For us, ICE confirmed that Endorphina is positioned not just as a content supplier, but as a long-term strategic partner.

Given the record attendance and truly global networking environment, I believe we achieved more than expected. The stand was crowded and it wasn’t just traffic. A lot of key people in key meetings, a lot of handshakes have been done. We left Barcelona with concrete pipeline growth, new distribution discussions, and deeper alignment with key operators across multiple regions.

BoS: As COO, how did the high-energy atmosphere at ICE Barcelona influence your team's morale and strategic planning moving forward?

Artyom Moskvin: The energy was intense in the best possible way. Non-stop conversations, bold ideas, spontaneous strategic discussions pushes the team out of operational routine and into visionary thinking. KUDOS to the team, from marketing to sales teams, who put everything together from vision to reality. They totally nailed it and it reinforced confidence.

The chaos around was controlled and that’s where operational excellence was proved. It was like clockwork, where everyone was an important part of the mechanism.

At the same time, such events are reality checks. You see where competitors are moving, what operators are prioritizing, and where innovation is heading.

Post-ICE, we’re focusing on two things: accelerating execution on validated trends and doubling down on product clarity — fast onboarding, strong mechanics, and regional precision.

BoS: Scaling to over 5,000 partners is no small feat, did any operational challenges surface during the intense networking at ICE, and how are you tackling them to sustain quality growth?

Artyom Moskvin: Scaling always introduces complexity. With over 5,000 partners globally, the challenge is to keep the pace and control that growth, so it’s not bringing chaos to the operations.

During ICE, the intensity of networking highlighted one key factor: expectations are rising. Operators want faster integrations, localized support, flexible commercial models and personalized approach in general.

For us, quality growth means ensuring that every new partnership strengthens the ecosystem rather than stretching it.

Our response is operational refinement. So far, we are managing to keep our partners happy as we are investing in automation, strong account management, and clear internal workflows. Growth is sustainable only when product, tech, and account management scale together.

BoS: The "House of Roaches" theme for Endorphina's booth, inspired by Cockroach Fortune, turned heads with its immersive apartment-overrun-by-cockroaches design - how did attendees react, and what unexpected interactions or feedback stood out during the three days?

Artyom Moskvin: Yes, a comprehensive concept was built around the game at ICE in a themed stand with an immersive experience, digital solutions like Meet Me signs, an event landing page, and the viral #roachchallenge, which enhanced brand memorability and perception.

The goal of the #roachchallenge was to change people’s attitudes towards cockroaches, and it was achieved. Visitors to the stand were delighted with the cockroaches – which could be seen as unexpected!

The ‘Cockroach Challenge’ will be long remembered by the industry, and the image of a cockroach is now associated with Endorphina. This is an outstanding example of successful branding, where visuals, emotion, and campaign have become inseparable.

BoS: Affiliate Marketing Manager Simón García highlighted Endorphina's focus on innovative slots and premium visuals during the event. How does this tie into your operational vision, and what role did Latin American affiliates play in your ICE strategy?

Artyom Moskvin: A visual language makes anything recognizable. And when the visual language works, a player can tell from just one screenshot: "Oh, this is Endorphina."

Visual language tells a story without words: images convey emotion, tone, and plot more powerfully. Our visual language says, "We're not just another provider. We create worlds you want to return to”.

We strive for consistency within the game and across projects... to ensure they stand out among hundreds of games.

As for Latin America, it’s one of the key regions for us today. It is maturing, becoming more competitive and a more refined region with more regulations taking shape. And this environment is very appealing and successful for us.

BoS: With regulations a hot topic at ICE, how has Endorphina's compliance expertise helped in discussions with operators, and what post-event advice would you offer on adapting to evolving global standards?

Artyom Moskvin: Compliance is an ongoing process, and I’m proud of our compliance team. They monitor regulatory changes proactively and run an early‑warning system to inform product, technical teams, and account managers about upcoming requirements. Our company is actively represented in 54 jurisdictions, ensuring full regulatory compliance across regulated markets throughout Europe, Latin America, and beyond.

Our advice is to participate in industry associations and trade shows to follow discussions at the formation stage, not only after rules are finalised.

We show flexibility in our product approach and we are able to provide configurable parameters, such as RTP, min/max bets, features, and volatility to adapt quickly to market and regulator requirements. This approach reduces risk, speeds up compliance, and preserves product flexibility.

BoS: For Bookofslots.com readers eager to stay ahead, what's your top tip on identifying Endorphina's next breakout hit, especially after the innovative reveals at ICE Barcelona?

Artyom Moskvin: Look at the intersection of three specific factors that define Endorphina’s DNA: strong math profile, welcoming visual identity, and instant playability.

First, our breakout titles always have a clear and attractive math model whether it’s volatility balance, feature frequency, or bonus depth. Players may not analyze the math consciously, but they feel when it works.

Second, the visual part matters. Endorphina has always leaned toward distinctive, yet welcoming and familiar themes and strong aesthetics. The games that are safe and attractive are the ones that immediately create visual impact on the lobby.

Third, instant playability. The player should understand the core mechanic within seconds. No friction, no overcomplication, just clear momentum from the first spin.

If a release combines these three elements and operators start prioritizing it in placements early on, that’s usually the signal that we’re looking at the next breakout title.

Breakout hits today are not necessarily the most complex games. They are the ones that explain themselves in seconds, deliver momentum, and resonate culturally.