Interview with CEO

1. Why Hub88 when there are dozens of aggregators on the market?

We’ve had a pretty clear expansion strategy from the start. When DELULU launched in July, our games were already live with 100+ operators on day one. But for us, it was never a race to see who could rack up the biggest partner list first.

Distribution and product development were moving in parallel well ahead of launch. We weren’t making games first and then figuring out where to put them. We were already talking to partners while working on the games, so we knew early on which partners made sense for us, and where DELULU made sense for them. That mutual value matters a lot.

At the same time, we were looking at how efficiently our content could reach strong operators and, ultimately, players. Hub88 has built a reputation for solid technology, straightforward integrations and a high-quality operator network. At this stage of DELULU’s growth, that’s exactly what we need: less time knocking on the same door twenty different ways, and a much faster, more scalable route to market.

2. What does the Hub88 partnership actually change for DELULU on a practical level?

One integration gives our content access to a much broader operator network without having to repeat the same technical work partner by partner. That makes a huge difference when you’re scaling quickly.

We’re still a young team, so we’re very deliberate about where our time goes. I’d much rather have our people working on the next game, mechanic or product idea than rebuilding essentially the same integration ten times over. The tech should make distribution easier, not become the job itself. Once that part is handled, we can get back to what DELULU actually exists to do: make games people want to play.

3. Which regions or operator segments are the main focus of this partnership?

Right now, Europe and CIS are our core focus, and we already have the certifications required for the markets we’re targeting there. Hub88 gives us a much faster and more structured way to grow our footprint across those regions.

We’re definitely looking beyond them as well, but geographic expansion has to make sense from both a product and regulatory perspective. We don’t want to enter a market just so we can add another pin to a map. Player behaviour, game preferences and even the way people respond to certain mechanics can vary significantly between regions. So the next stage of expansion will happen when both sides are ready: the legal framework and the product itself. There’s no point rushing into a market with a game that wasn’t made with that audience in mind.

4. What makes DELULU content stand out among thousands of other games in the Hub88 catalogue?

We don’t make games just to fill release slots. There’s already enough content in this industry that looks the same, sounds the same and is forgotten very fast.

When every lobby is packed, playing it safe is probably the riskiest thing you can do. We’d rather make something players actually have a reaction to. That can come through a mechanic, a character, a decision we give the player or simply a game behaving in a way they didn’t expect.

Сharacters and stories we apply aren’t decoration around the math. They work as a part of what gives a game its identity. And if a game doesn’t trigger some kind of emotion like curiosity, tension, surprise, even a bit of WTF, then we haven’t done our job, regardless of how many spins it generates.

The early numbers suggest players are responding to that approach. In our first month, DELULU games reached 90,000+ unique players and passed 20 million rounds, with the portfolio already live across 230+ operators.

For a brand that has only just entered the market, that’s a very good start and proof that the games are being played.

5. How complex was the technical integration with Hub88?

Our infrastructure was designed so that connecting to a new partner wouldn’t become a major event every single time. It should be routine.

New aggregator integrations are meant to be fast, stable and repeatable. That was one of the reasons we were very deliberate about the technology behind DELULU from the beginning. If every new distribution deal creates a technical bottleneck, scaling becomes painful very quickly. We’d rather save the drama for the games.

6. How does a partnership like this fit into DELULU’s ambition to become a top-five global slot developer within five years?

It starts with the product. You can have incredible distribution, but if players don’t stay, play and come back, distribution only gets you so far.

The games have to work for both sides of the ecosystem. For players, that means engagement, session depth, replay value and an experience they actually remember. For operators and aggregators, you’re looking at things like player activity, rounds per session, session length, retention, and overall game performance over time.

When those numbers start backing up the creative idea, the conversation changes. A strong product creates demand for its own distribution. But getting onto a platform is only half the job. The right partner also knows how to help that product travel: strong infrastructure, relevant operator reach, smart lobby positioning, promotional support, fast communication, market feedback and many other things. A good partner helps your games reach the right audience.

That’s why partnerships like Hub88 matter to our five-year ambition. Even the best game in the world is useless if it never reaches the player. We don’t want DELULU to become another provider sitting somewhere on page twelve of a catalogue. We want it to become a brand operators recognise and players actively look for, like a studio where people see a new release and already expect something slightly unhinged.

You don’t get there with one big move. You get there through a series of strong products, strong numbers and strong partnerships where both sides keep getting more value as the relationship grows. Hub88 is another important piece of that.

7. What comes next for the Hub88 partnership, and what should the market expect from DELULU?

More games, first of all. We’re expanding the portfolio, and the goal is for every new title to reach a much wider audience from the moment it goes live, without delays on the distribution side.

With Hub88 and our other key aggregation partners, the next phase is about turning reach into a stronger, more consistent presence. We want operators to see DELULU and already have an idea of what’s coming: bold mechanics, strong characters, player choice and something that probably won’t behave quite like the game next to it.

That consistency matters as we scale. The portfolio will get bigger, the distribution will get wider, but the identity can’t get diluted along the way.

We’re only getting started. There’s plenty more DELULU chaos coming.