AvatarUX Q&A with Chase the Scatter

Our Head of Business Development, Aleksandrina Dimitrova, gave an exclusive interview to Chase the Scatter about AvatarUX’s approach to slot innovation, the success of mechanics like PopWins™, and what the new MGA Recognition means for the future.

Read the interview below:

How does AvatarUX foster innovation and launch new mechanics? 

Aleksandrina Dimitrova: Innovation is truly in our DNA at AvatarUX. We encourage curiosity and creativity across every team, opening a playground where fresh ideas can flourish. From concept to launch, our process is very hands-on and iterative — starting with brainstorming sessions, quickly moving into prototyping, then refining through player feedback. Mechanics like PopWins™ and MultiPop™ come to life because we give space for experimentation and listen closely to what players enjoy.

How do you balance creative freedom with commercial success? 

Aleksandrina Dimitrova: We believe the best games come from a marriage of imagination and insight. Our designers have freedom to dream big, but that creativity is always paired with a continuous collaboration with the commercial team and excellent gameplay experience is the goal. Market knowledge is what keeps us grounded while pushing boundaries — ensuring our games are both innovative and player-friendly.

What’s AvatarUX’s view on original IP versus licensed brands? 

Aleksandrina Dimitrova: Our original IP Popwins is available for licensing and some game providers have already jumped on the train of contributing to the Popwins game family. While other licensed brands have their place, we find that building our own is what makes Avatar truly stand out. It is contributing to equity value and strengthening the relationship with the player.

What’s the next frontier in slot innovation? 

Aleksandrina Dimitrova: Personalisation features. We have pioneered in this space by introducing unique personalization options for players, like a button to change the look of the game, pick the volatility level of the math, Super Spins, Gamble Spins, Buy Bonus Levels so everyone can adjust the gameplay to their liking. We do take advantage of new AI tools – while keeping the human touch every step of the way.

What does the MGA Recognition Notice mean for AvatarUX?

Aleksandrina Dimitrova: This milestone is a huge validation of our quality and compliance standards. The MGA Recognition opens doors across Europe for us, allowing us to bring our content directly and confidently to regulated markets. It’s a stepping stone for growth and a testament to our commitment to responsible and trusted gaming.

How will the MGA license impact your distribution strategy? 

Aleksandrina Dimitrova: With MGA recognition, we can expand our reach both through direct operator partnerships and through trusted aggregator partners. It gives us agility in how we bring new games to regulated markets, accelerating our timeline and offering a richer portfolio of licensed content for our partners.

Looking back, what’s your biggest milestone?

Aleksandrina Dimitrova: Seeing AvatarUX evolve from a passionate startup to a respected global brand is incredibly rewarding. Each creative breakthrough, every new mechanic, and every market launch has been a building block — but the real milestone is the trust we’ve earned from players and partners alike. That’s the foundation we keep building on as we push forward.

The original interview was published on Chase the Scatter.