Kendoo’s bold entrance: Inside the strategy driving its move to independence

With its roots as an outsourcing studio, Kendoo has stepped into the spotlight as a standalone slot provider. In this Q&A, Kate Romanenko, Head of Commercial, discusses the company’s bold move, their unique value in a competitive market, and ambitious plans for global expansion and innovation in 2025.

What was the thinking behind launching Kendoo as a standalone provider to the global casino industry?

Kendoo began as a small outsourcing studio a few years ago, dedicated to creating successful, proven games for our partners. Our games have consistently delivered high player engagement, directly driving casino revenue growth. By offering captivating and immersive gaming experiences, we ensure players remain entertained and invested, leading to longer play sessions and increased activity.

Our diverse game portfolio appeals to a wide range of players, enhancing retention and fostering loyalty. This sustained engagement not only boosts immediate revenue but also supports long-term growth and profitability for casinos.

Launching Kendoo as a standalone provider is the natural next step in our journey. With a deep understanding of what makes slots successful, we are ready to influence the global gambling market, leveraging our expertise to deliver games that players love to play and casinos value.

What differentiates Kendoo from existing providers within the marketplace?

At Kendoo, we know what works in slots. We provide iGaming businesses with proven, solid, and profitable slot games, designed with deep insights into player preferences and behaviours. This allows us to create games that truly resonate with audiences, driving engagement and revenue.

Our team is a core part of what sets us apart. Comprised of industry-leading experts, including top managers with over 20 years of experience in slots development, we bring decades of knowledge, creativity, and passion to every project. This expertise ensures we deliver exceptional gaming experiences with the highest quality standards.

On top of that, our client-centric approach is unmatched. We offer unwavering support through a team of dedicated account managers available 24/7. From troubleshooting to personalised consultations, we ensure our clients receive professional and timely assistance tailored to their needs.

Our remarkable growth in 2024 underscores our commitment to quality and reliability, positioning Kendoo as a trusted and distinguished partner in the gaming industry.

How much of an influence will studio heritage be in developing your standalone product proposition?

Studio heritage plays a crucial role in shaping our standalone product proposition. Our previous works developed for the partner, such as 3 Hot Chillies, Coin Volcano, Coin Up, and Egypt Fire, have demonstrated exceptional performance and player stickiness, proving their value in the market. By analysing and leveraging successful mechanics and features, we’ve built a foundation of what resonates most with players.

This legacy of success enables us to refine and innovate our approach, ensuring that our new games not only meet but exceed player expectations. Our heritage is a testament to our ability to deliver proven, engaging experiences, serving as the cornerstone of our vision to develop products that drive value for players and operators alike.

Could you share with us the key personnel behind Kendoo and what they each bring to the table in driving your company strategy?

Kendoo’s success is driven by a team of exceptional individuals who bring a wealth of expertise and dedication to the company’s strategic vision. At the helm is Sergii Busygin, Kendoo’s Chief Operating Officer. With a decade of experience in game development, Sergii has been with Kendoo from the very beginning. He plays a pivotal role in overseeing day-to-day operations, including delivery management, team leadership, financial oversight, and fostering team motivation through effective communication.

Joining Sergii is Polina Koltunova, Kendoo’s Chief Product Officer, brings over 15 years of experience in the iGaming industry. Starting her career in 2009 as an artist and tech designer, she quickly rose through the ranks to become Content Team Lead and eventually Head of Product. Polina has a clear understanding of market demands and trends and plays a pivotal role in shaping Kendoo’s products and features to meet those needs.

Lastly, with eight years of experience across both B2B and B2C segments of the iGaming industry, I serve as Kendoo’s Head of Commercial, where I lead efforts to drive commercial growth and establish meaningful strategic partnerships. My expertise lies in crafting player-focused strategies and delivering customised solutions that align with the goals of our operator partners, ensuring mutual success. Drawing on a comprehensive understanding of market trends and the elements that contribute to a game’s success, I am committed to supporting Kendoo’s mission of delivering innovative, high-performing gaming experiences while fostering long-term growth.

Which markets are you targeting and why? Which licences / certifications are you in the process of applying for?

We are currently RNG certified and are in the process of obtaining the licence from the Isle of Man (IOM).

For 2025, our primary market focus includes jurisdictions spanning Eastern Europe, Asia, South America, and Africa. These regions represent significant growth opportunities due to their dynamic and expanding player bases, rising interest in online gaming, and favourable market conditions. By tailoring our offerings to these markets, we aim to meet local preferences and drive sustainable business growth.

Kendoo has launched with 6 original titles – talk us through them, and what can operators and their players expect from the Kendoo experience?

Our library features a diverse range of meticulously developed games, crafted to exceed modern industry standards.This portfolio is designed to captivate casino audiences and drive player retention with its engaging and dynamic offerings. Among the standout titles is Mariachi Lock enchanting players with immersive cultural charm and dynamic features, while Nights of Fire ignites passion with its bold and fiery themes. For those seeking something fun and memorable, 3 Hungry Pandas brings adorable characters and multi-layered bonus features for an unforgettable gaming experience.

Fans of classic slots will find plenty to love with Fruits & Joker Fever, Fruits & Sevens Fever, and Fruits Fever, each offering a fresh take on traditional fruit slots with modern twists, high-paced action, and electrifying visuals. Looking ahead, this pipeline promises to impress with Wild Cats Fire and Flash Joker Fever, set to bring even more engaging, entertainment, and profitability to our partners.

Each title offers compelling gameplay and adheres to strict regulatory requirements, ensuring a safe and enjoyable experience for players. Rigorous testing guarantees the highest levels of reliability and performance.

What are the initial areas of focus for the company over the coming months?

Over the next few months, our primary focus is on establishing Kendoo as a recognised and trusted name in the global gaming market. Strengthening brand awareness is at the forefront of our strategy, as we aim to highlight our unique offerings and demonstrate how Kendoo stands out in a competitive industry.

In addition to building our brand presence, forming strategic partnerships is another key priority. By collaborating with forward-thinking operators and stakeholders across the industry, we aim to foster mutually beneficial relationships that drive long-term success. These partnerships will allow us to tailor our offerings to meet specific market demands, ensuring that both players and operators enjoy a seamless and rewarding experience.

Simultaneously, we are diligently preparing to go live with our portfolio, ensuring all necessary technical, regulatory, and operational elements are in place. This includes rigorous testing of our games to guarantee optimal performance and adherence to the highest compliance standards.

Which trade events are you planning to attend/exhibit in 2025?

In 2025, we plan to participate in all major gambling industry events. These include ICE Barcelona, NEXT.io, various SiGMA events, CasinoBeats Summit, iGB Live, and many more.

Our first exhibition visit will kick off at ICE Barcelona, an event that represents one of the most significant opportunities for us to showcase our innovative portfolio and engage with operators in the global iGaming industry.

With a packed calendar of events, 2025 promises to be a pivotal year for Kendoo’s growth and industry influence.