Exclusive Interview with Liliya Tsolova-Chatalbasheva: How Amusnet Grows Across Borders

Interview with Liliya Tsolova-Chatalbasheva: Inside Amusnet’s Rise

Liliya Tsolova-Chatalbasheva, Amusnet’s Chief Marketing & Communications Officer, has been instrumental in shaping how the company manages that tension. In our conversation, she opens up about the teamwork behind their success, the idea behind the Golden Coins Link jackpot, and why genuine partnerships matter more than flashy campaigns.

Merging Imagination with Regulation: How Amusnet Balances Creativity and Compliance

Joshua: Amusnet operates in regulated markets globally. How do you balance creativity in game design with the strict compliance demands of different jurisdictions?

Liliya: At Amusnet, regulatory compliance is embedded into every stage of the game development lifecycle, ensuring that creative execution and our products are fully aligned with jurisdictional requirements.

Our product, legal, and certification teams collaborate from concept to launch, enabling us to develop visually compelling, feature-rich games that are fully aligned with the regulations of over 35 jurisdictions.

This proactive, cross-functional approach allows us to bring highly engaging and compliant content to market efficiently and consistently.

Golden Coins Link: Reinventing the Jackpot Experience with Progression and Playability

Joshua: Amusnet recently introduced the Golden Coins Link Jackpot mechanic. What inspired its creation, and how does it differ from traditional progressive jackpots?

Liliya: Golden Coins Link was designed to deliver a more interactive and rewarding twist on classic jackpot systems. Traditional progressives typically feature a single escalating prize that triggers randomly or through specific symbol combinations.

In contrast, Golden Coins Link offers a four-tier structure – Mini, Minor, Major, and Grand – activated via a dynamic Hold & Win bonus round. Players collect golden coins during this round, aiming to unlock higher jackpot tiers and build excitement through progression.

Currently integrated into eight of our fan-favorite titles – 40 Power Hot Golden Coins Link, Art of Gold Golden Coins Link, 40 Bulky Fruits Golden Coins Link, 100 Bulky Fruits Golden Coins Link, and 40 Extra Crown Golden Coins Link – the Golden Coins Link mechanic brings a fresh and dynamic layer to the gaming experience.

It not only adds immediate excitement but also supports long-term player retention by increasing playtime and engagement. As a result, it serves as a powerful tool for enhancing operator performance and delivering consistent commercial value.

Global Teams, Local Vision: How Amusnet’s International Footprint Fuels Innovation

Joshua: Amusnet teams are distributed internationally. How does this global structure shape creativity and influence development workflows?

Liliya: Our international team structure is a strategic advantage. Amusnet operates regional offices in Sofia, Spain, Malta, Belgium, the Netherlands, Italy, Romania, Georgia, Croatia, Serbia, and Greece - reflecting our strong commitment to Europe.

In Latin America, we are actively developing our teams in Colombia, Mexico, Argentina, Brazil, and Peru, adapting to local preferences and regulatory frameworks. We are continuously growing this network by adding new entities to support local partners more effectively and drive long-term success.

This global presence enables us to harness diverse cultural insights, market knowledge, and creative perspectives - essential for developing content that resonates across regions. Seamless collaboration between teams allows us to respond effectively to local demands while maintaining consistent quality worldwide.

It also enhances our ability to build trusted, long-term partnerships with clients and stakeholders, reinforcing our position as a reliable and forward-looking partner in the dynamic iGaming landscape.

From Legend to Legacy: The Power of Authentic Partnerships with Icons Like Stoichkov

Joshua: Amusnet has collaborated with ambassadors such as Hristo Stoichkov. How do you select ambassadors, and what defines a successful partnership in this industry?

Liliya: At Amusnet, selecting brand ambassadors is a strategic process grounded in shared values, cultural relevance, and audience alignment. We look for iconic figures like Hristo Stoichkov, whose legacy, charisma, and international recognition reflect the spirit of our brand and resonate strongly with our target markets.

Successful long-term collaborations in the iGaming sector are built on authenticity, mutual trust, and the ability to craft purpose-driven content that goes beyond traditional promotion.

With Stoichkov#8, we transformed his legacy into a unique video slot game that honors his career – deepening emotional connection with fans while driving player engagement and brand loyalty through meaningful storytelling.

Moreover, we have Hristo Stoichkov as an official partner at industry expos, further amplifying our image as a company driven by teamwork, determination, and a commitment to excellence. These core values continue to shape our identity and business success.

Bespoke by Design: Collaborating with Operators for Localized, Brand-Driven Games

Joshua: Partnerships with operators are key. How do you collaborate to tailor games for specific markets or audiences?

Liliya: Our approach to operator collaboration is built on flexibility, co-creation, and long-term, value-driven partnerships. One example is our bespoke game offering, which enables operators to fully customize the front-end of a proven game engine – tailoring visuals, audio, symbols, and themes to align with their brand identity and campaign goals.

This approach has been successfully applied in a series of custom-developed titles for key regional partners, incorporating localized themes and exclusive brand elements that enhance player engagement and provide a distinct competitive advantage.

Additionally, products like Showtime Roulette in our Live Casino portfolio offer advanced chroma key customization, enabling partners to localize the live environment, embed branded elements, and deliver a truly immersive player experience – all without compromising performance or integration speed.

By aligning closely with operator needs, we ensure our collaborations are not only impactful but also scalable and sustainable over time.

Omni-Channel Horizons: Amusnet’s Vision for the Future of Seamless Casino Experiences

Joshua: If you had to bet on one trend shaping the future of online gambling in the next five years, what would it be – and how is Amusnet preparing for it?

One of the most transformative trends shaping the future of the industry is the rise of unified, omni-channel casino experiences – where players interact with a brand seamlessly across both digital and physical environments.

At Amusnet, we are strategically aligning with this evolution by positioning ourselves as an all-casino solution provider. While maintaining our strong foundation in the online casino space, we are expanding into the land-based segment with our premium Type S slot cabinets.

This approach strengthens our brand presence and allows us to offer operators a comprehensive portfolio. By ensuring consistency in game mechanics, visuals, and promotional tools across platforms, we empower our partners to deliver recognizable, high-performing, and elevated player experiences at every touchpoint.