Inside the Rising Gaming Industry: Anton Zaluskyi on Innovation and Staying Ahead in Casual Gaming

The CEO of Smart Project shares his strategies for thriving in the competitive mobile gaming world, from creating global hits to sustaining long-term player engagement.

The USA’s gaming industry is experiencing remarkable growth, significantly bolstering the national economy and providing employment to many professionals. Notably, casual and hyper-casual games are at the forefront of this expansion. Recent studies indicate that the average cost per install (CPI) for casual games on iOS has risen to $4.83, while on Android, it remains substantially lower at $0.65. This disparity underscores the lucrative yet competitive nature of the market and highlights the challenges developers face in optimizing user acquisition strategies across different platforms.

To explore what it takes to succeed in this dynamic market, we spoke with Anton Zaluskyi, CEO of Smart Project and a globally recognized leader in the casual gaming industry. With over 15 years of experience and hit games like 5 Differences Online, which have reached millions of players worldwide, Anton shares his insights into thriving in an increasingly competitive and saturated market.

Casual and hyper-casual games are booming globally. What makes the USA’s gaming market so successful, and what can global developers learn from it?

The US has a unique combination of factors driving its success. First, it’s a hub of innovation with a strong emphasis on technology and analytics, which are crucial in the gaming industry. Developers here excel at using data to refine gameplay and optimize monetization. Second, there’s a strong entrepreneurial culture where small teams can quickly test ideas and scale successful ones. For global developers, the lesson is clear: invest in technology, focus on agility, launch quickly, listen to your audience, and refine continuously.

Anton, as the first company to pioneer a new genre for social and mobile versions of the “Find 5 Differences” game, which now has over 10 clones, how do you approach staying ahead of imitators while continuing to innovate?

Staying ahead in such a competitive market requires creativity, adaptability, and a deep understanding of what players want. At Smart Project, we focus on constant innovation, whether introducing new gameplay mechanics, enhancing user experiences through AI, or refining our products based on player feedback. For example, with 5 Differences Online, we didn’t just stop at the original concept. We kept updating it with fresh content, new challenges, and engaging multiplayer features that set us apart from the clones.

Another key is never to underestimate the power of your team. I’m fortunate to work with incredibly talented individuals who generate hundreds of ideas daily. Together, we ensure that every project we release stands out in quality and creativity.

That’s a fascinating approach, Anton. Speaking of your success and innovation, one of Europe’s top mobile game developers acquired a stake in your company. How did this partnership come about, and how do you see it influencing Smart Project’s future in terms of growth and global reach?

The partnership resulted from consistent effort and success in the gaming industry. Our flagship project, 5 Differences Online, brought significant commercial success and demonstrated our ability to sustain player engagement and revenue over time. This caught the attention of several major players in the industry, and among them was one of Europe’s top mobile game developers. Their interest in acquiring a stake in Smart Project was not just about the financials; they saw the potential in our creative team, innovative approach, and ability to connect with a global audience.

The process involved rigorous negotiations and a mutual vision for the future. We needed to find a partner who shared our values and long-term goals. This strategic partnership allows us to access their extensive resources, technological expertise, and global network.

With their backing, we can scale up our operations, explore cutting-edge technologies like AI and AR in greater depth, and expand our reach to new markets. For example, we plan to enhance our multiplayer and social gaming features to appeal to worldwide audiences. This partnership has also enabled cross-collaboration with their teams, fostering a shared environment of innovation and learning.

With renowned distribution partners like Google, Apple, and Facebook, substantial revenue, and a player base spanning 243 countries, how do you balance maintaining strong relationships with these industry giants while continuing to deliver engaging experiences to such a diverse global audience?

Balancing these priorities requires a clear vision, adaptability, and a commitment to quality. At Smart Project, we strongly emphasize innovation and understanding our audience. With players in 243 countries, creating experiences that resonate across different cultures and demographics is essential. This means staying ahead of industry trends, leveraging cutting-edge technologies like AI, and constantly improving our games based on player feedback.

Our relationships with global giants like Google, Apple, and Facebook are built on mutual trust and consistent, high-quality product delivery. These partnerships provide us with invaluable insights and opportunities, such as access to advanced platforms, early adoption of new tools, and co-marketing initiatives that help us reach wider audiences.

The US plays an interesting role in this equation. It’s a country known for its innovation and strong tech and gaming industry position. American companies leverage technology to solve complex problems, and their focus on scalability aligns well with our goals. For example, collaborations with American developers or technology providers could open new opportunities in AI-driven personalization or multiplayer game mechanics. The USA’s multicultural environment also offers unique perspectives that could help us further refine our games to appeal to a global player base.

Ultimately, we see innovation as a two-way street. By maintaining strong relationships with tech leaders while exploring collaborations in places like the US, we ensure that Smart Project remains at the forefront of the industry, delivering exceptional value to our partners and diverse audiences worldwide.

With the USA’s reputation as a hub of innovation, do you see the potential for collaboration between Smart Project and American tech companies to push the boundaries of casual gaming even further?

Absolutely. I see a lot of potential for collaboration with American tech companies, especially in achieving long-term success in the competitive gaming industry. The USA’s innovation-driven culture and AI and machine learning expertise could be game-changers for companies like Smart Project. These technologies are powerful tools that help developers create more engaging, adaptive, and personalized experiences, essential for standing out in today’s crowded market.

What makes American tech so exciting is the mindset behind it. There’s a culture of experimentation, a focus on problem-solving, and a willingness to push boundaries. These principles have driven Smart Project’s success, and I believe collaborating with American innovators could inspire new ideas and approaches that elevate casual gaming to new heights.