"AI technologies are beginning to reshape many areas of the industry, including analytics, localisation, customer support, marketing and content production," Elena Grigorian, CEO, MY.GAMES notes.
Established in Cyprus in 2017, MY.GAMES has offices in Limassol as well as in The Netherlands, UAE, Serbia and Armenia, 1,300 employees globally and 60 in Cyprus, and a portfolio including War Robots and Rush Royale.
In a recent interview with GOLD magazine, Grigorian talks about the company’s core business model and game development strategy.
The CEO also discusses the key factors currently influencing MY.GAMES' operations and strategic decision-making, noting, "One of the biggest challenges today is competing not only with other games but with the entire digital entertainment ecosystem for users’ attention and time."
Grigorian, in addition, talks about what she considers to be the most significant recent industry trends and growth drivers and which of these she expects to shape the sector over the coming years, noting, "Companies that successfully combine technology, creativity and strong player communities will be best-positioned for long-term growth."
How would you describe your company’s core business model and game development strategy?
MY.GAMES is a global developer and publisher focused on creating long-term entertainment experiences across mobile, PC and console platforms. Our portfolio includes multiplayer online games, strategy titles, shooters and casual mobile games for audiences worldwide.
One of our key strengths is diversification across genres, platforms and business models. We focus heavily on live-service ecosystems, where games continue evolving through regular updates, community engagement and long-term player support.
Cross-platform accessibility is also increasingly important for us, because modern players expect seamless experiences across devices and regions. At the same time, we continue experimenting with new approaches and technologies to create more immersive and engaging products.
What are the key factors currently influencing your company’s operations and strategic decision-making?
The gaming industry remains highly competitive and fast-changing, which requires companies to stay flexible and creative.
One of the biggest challenges today is competing not only with other games but with the entire digital entertainment ecosystem for users’ attention and time. Discoverability challenges, evolving player expectations and changes in data privacy regulations all significantly influence strategic decision-making.
At the same time, AI technologies are beginning to reshape many areas of the industry, including analytics, localisation, customer support, marketing and content production.
Another important trend is the growing importance of direct communication with players. Building strong communities and long-term relationships with users has become a critical factor for sustainable growth.
What do you consider to be the most significant recent industry trends and growth drivers? Which of these do you expect to shape the sector over the coming years?
One of the most important trends today is the continued growth of cross-platform and live-service gaming ecosystems. Players increasingly expect games to evolve continuously through updates, social interaction and community-driven experiences.
We also see growing demand for personalised content, creator-driven ecosystems and stronger integration between games, entertainment, and social platforms. Branding and direct-to-consumer approaches are becoming increasingly important in a highly saturated market where companies compete intensely for player attention.
Looking ahead, AI-assisted development tools, cloud technologies and deeper social integration will likely become major drivers of transformation across the industry.
At the same time, companies that successfully combine technology, creativity and strong player communities will be best-positioned for long-term growth.
This interview first appeared in the June edition of GOLD magazine. Click here to view it.
