TotoGaming: Constant Customer Commitment

_{Kamo Mayilyan, Head of Research and Development at Totogaming, talks innovation and market expansion strategies for the Armenia-based iGaming brand. (Photo courtesy of Totogaming)}

TotoGaming is an online casino operator offering aficionados in Romania and its home nation of Armenia the chance to enjoy a large selection of live-dealer, virtual sports, and slot games. 

Via its Totogaming.ro and Totogaming.am domains, the Yerevan-headquartered firm also allows sports betting enthusiasts to place wagers on a wide range of markets covering almost 80 sports, including football, basketball, and tennis. 

Established over 20 years ago, TotoGaming is an arm of prominent iGaming platform and sportsbook software provider Digitain and recently appointed Kamo Mayilyan to lead its new-look research and development unit. 

Casinos.com caught up with Mayilyan to speak about his latest role as well as the enterprise’s genesis and its plans for the future.

Can you tell us what was behind the establishment of TotoGaming in 2004?

"With the advent of the information age and the rapid development of digital technologies, the need arose to develop these technologies alongside traditional land-based casinos so as to deliver this form of entertainment through digital platforms. Today, placing a bet is just one aspect of the broader experience we provide.

"Naturally, TotoGaming has kept pace with these developments and, as a result, now offers a completely transformed product, marked by innovation, user-centric design, and future-orientated solutions. 

"We’ve grown into a forward-thinking brand, enriched with cutting-edge features, and have positioned ourselves as a reliable partner for our players and our collaborators."

Domains run by TotoGaming feature games from some of the industry’s most prominent developers, such as Pragmatic Play, Wazdan and Evolution. What do you look for in a title before integrating it onto your sites?

"Before integrating any title onto our platform, we always start by looking at the needs and preferences of our users. We follow a data-driven approach, so user behaviour, engagement patterns, and market trends play a huge role in our decision-making process. 

"If a title is resonating well in certain regions or within particular player segments, that’s definitely something we take into account. The quality of gameplay is also key and we look for innovation, engaging mechanics, and an overall experience that feels fresh and exciting.

"It’s not just about offering another slot or table game; it’s about bringing something that elevates the entire platform. We want players to feel something new and memorable every time they interact with our content.

"At the same time, we pay close attention to regulatory requirements as we operate in licensed and regulated markets. A title has to meet all compliance standards and also fit within the socio-cultural context of each market."

What do you believe sets your domains apart from others offering iGaming entertainment to aficionados in Romania and Armenia?

"It is very valuable for TotoGaming to maintain its own unique identity in both Armenia and Romania. While Totogaming.ro and Totogaming.am share a common vision, mission, and tone of voice, there are also key differences, as we fully understand these are operating in distinct markets with different requirements.

"In Armenia, Totogaming.am is a strong and stable brand with a top-of-mind reputation. It stands out not only by offering highly demanded and significant sporting events and features but also by providing exceptional customer service and consistently addressing every issue raised by users. 

"The Romanian market is huge and highly competitive, as there are many strong players. Competing with these is an exciting and motivating challenge. 

"However, we have built a loyal and stable user base for Totogaming.ro within a relatively short period of time and these users frequently highlight the user-friendliness of our platform."

Are there any other factors behind this success? 

"I want to emphasise our data-driven approach, as we never make decisions on a whim; there is always solid data behind every choice. This includes our commitment to innovation, as we often introduce solutions that become industry standards in the markets where we operate.

"Furthermore, TotoGaming possesses a deep understanding of personalised approaches as we focus on customer segmentation and developing unique offerings for each group. These strategies significantly contribute to the increase in both our user retention index and customer lifetime values. With us, players can enjoy an unforgettable and secure journey in the world of iGaming."

Do you see any major differences between the Armenian and Romanian iGaming markets?

"There are clear similarities and differences between the Armenian and Romanian iGaming markets. For example, backgammon is a culturally loved game in both countries and performs well on both of our platforms. 

"However, user behaviours differ, as Romanian players tend to be more analytical, carefully evaluating features and strongly responding to promotions. By contrast, Armenian users are usually more intuitive and value brand trust, simplicity, and familiar experiences. 

"These distinctions are why we tailor our product strategy to each market, as what works in one may not suit another. So, we rely on localised insights, user data, and continuous feedback to shape relevant and engaging experiences."

You were recently appointed to lead TotoGaming’s research and development department after a period running its product directions development unit. Why do you believe you were selected for this new post?

"I joined TotoGaming four years ago and the experience of serving as the company’s Product Directions Development Unit Manager gave me deep insights into both the product and the market, from its origins to where it’s heading. 

"In my opinion, this comprehensive understanding is one of the reasons why TotoGaming offered me the opportunity to take on the post of its Research and Development Unit Manager."

What are to be your main priorities as TotoGaming’s Research and Development Unit Manager?

"Right now, our research and development unit is focused on two major areas encompassing looking into new markets where TotoGaming can operate. We carry out continuous research into licensed and regulated markets around the world, paying close attention to their socio-economic conditions. 

"There are many aspects we have to consider, such as the investment climate, regulatory norms, competitive landscape, and the scale of capital investment required.

"The second area of concentration is innovation and new solutions, as our mission is to stay on top of the latest trends and technologies so that we’re always in tune with the market. This allows us to bring the freshest and most engaging experiences to our users in the iGaming world. 

"We’re not just looking at gaming platforms either, as we also observe developments in social platforms and beyond. Our roadmap includes innovative and exciting features designed to enhance user engagement across all our platforms."

Do you believe your 14 years of earlier experience in the banking sector will assist in fulfilling these goals? 

"Having worked within the financial sector, I’ve also been actively involved in the development of fintech products and the formulation of business strategies, contributing innovative solutions that were later implemented on the platform. I’ve always been in roles where development, progress, and innovation were top priorities. 

"Today, in my position as Research and Development Unit Manager for TotoGaming, these goals remain exactly the same."

Where do you see the biggest growth occurring for TotoGaming in the next few years? 

"As I mentioned earlier, we are primarily focused on licensed and regulated markets, as this is a fundamental principle for us. That’s exactly why we chose to enter the Romanian market, even though it is highly competitive. We believe operating within a clear legal and regulatory framework allows us to build long-term and sustainable growth.

"Of course, I can’t reveal all the details just yet but I can confidently say we’re thinking big and actively researching and preparing for entry into several high-potential and large-scale markets. 

"Beyond geographic expansion, we see major growth coming from innovative loyalty and gamification tools that are new to the market. These are currently in development and we expect them, along with responsible gaming features, to significantly boost customer loyalty."