Andrew Foster: “AvatarUX has an exciting future ahead”

Tomasz Jagodziński: A few week ago, you took on the role of CEO at AvatarUX. What made you decide to accept this position?

Andrew Foster: Accepting the role at AvatarUX was one of the most difficult decisions of my professional career, as I thoroughly enjoyed my time at Enteractive, a company with an outstanding culture and a highly capable management team. However, after being approached about this opportunity and carefully evaluating AvatarUX’s market positioning, the investors involved, and the significant potential for product innovation and distribution growth, I found the prospect incredibly compelling.

Now, having had a few weeks to dive deeper into the business, I’m even more confident that AvatarUX has an exciting future ahead. The foundation is already solid, and I’m energized by the opportunity to lead the next phase of growth for this successful studio.

You have many years of experience at Enteractive, where you were involved in operator relations, among other areas. How will you leverage that experience in your new role?

The iGaming industry is relatively tight-knit, and a strong network can make a real difference in accessing the right people and opportunities. Over the years, I’ve been fortunate to build a broad and supportive network, and interestingly, there’s been more overlap between my previous role and AvatarUX than one might expect, despite the differences in product focus.

With recent licensing expansions—particularly in MGA, Romania (ROM), and Brazil (BRZ)—we are now well-positioned to scale our game portfolio across multiple markets. The entire commercial team is enthusiastic about this momentum, and I look forward to leveraging my background to help drive the next stage of AvatarUX’s commercial and strategic development.

AvatarUX has also strengthened its management team by appointing Deane Hendricks as CPO. How is the new leadership dynamic shaping up?

Deane brings a wealth of industry knowledge and experience to the team. His keen eye for product quality, attention to detail, and strong sense of what works in today’s market have already made a tangible impact. We’re seeing positive changes reflected in our upcoming titles, and the feedback has been very encouraging.

Deane and I are highly aligned in terms of vision and direction for AvatarUX. The energy within the team is palpable, and there’s a renewed sense of momentum as we implement strategic enhancements. We’re excited to share what’s coming—there’s a lot to look forward to. Watch this space.

From a CEO’s perspective, what is more challenging: product development or building the right team to deliver that product?

I believe it’s not a matter of choosing one over the other—they are fundamentally interdependent. In such a competitive landscape, your content must be distinctive and engaging enough to secure valuable lobby placements with operators. At the same time, a capable and agile commercial team is essential to ensure that products are launched effectively, that the right titles are promoted to the right audiences, and that operator feedback is continually incorporated.

When product and commercial execution are in harmony, it creates a powerful formula for success. We constantly challenge ourselves to improve across all areas to ensure we’re delivering the best content and support to our partners, at the right time.

Competition in the online slots sector is intense. What are your plans to stand out among other providers?

It’s an extremely competitive space, and differentiation is key. AvatarUX has carved out a strong niche with our signature PopWins™ mechanic, which continues to deliver strong results and player engagement across multiple markets.

Looking ahead, we aim to complement our core offerings with market-specific content that resonates even more deeply with targeted player segments. Early indicators from these strategic adjustments have been very promising, and we’re confident that this approach will strengthen both our operator relationships and player retention.

Recently, the studio has entered several new regulated markets. Which regions do you consider key in the coming years?

Navigating new markets requires a balance between production resources, localization needs, and emerging regulatory trends. While it’s still early days for me at AvatarUX, our immediate focus will be on consolidating our presence in MGA jurisdictions.

We’re also making a concerted push in Romania, with additional games being added to our portfolio for that market. Beyond that, we are actively evaluating expansion into Italy, Spain, and other select European territories where we see promising potential.

There is much discussion today about balancing the “mathematics” of slots with their visual appeal. Where do you see the market heading, and how will AvatarUX position itself?

I would certainly defer to Deane on the specifics of game design, as his expertise in this area is exceptional. From a broader perspective, I believe that game performance hinges on a compelling player experience—one that maintains engagement and delivers the sense that a rewarding moment could be just around the corner.

This requires precise alignment between visual design, mechanics, and underlying mathematics. Moreover, understanding your audience is critical. For instance, crypto-focused players often prefer high-volatility games with larger win potential, whereas in more traditional markets, frequent smaller wins and longer gameplay sessions may be more desirable.

At AvatarUX, we will continue to stay relevant by evolving our features, gameplay, and themes, always guided by player preferences and operator needs. It’s a complex process, but one that we’re fully committed to mastering.

How would you like AvatarUX to be perceived by partners and players in 2–3 years under your leadership?

I’ve stepped into this role at an exciting time, with the company already in a strong position and a talented team in place. Over the next two to three years, I hope AvatarUX is recognized as a studio that truly elevated its presence in the market—becoming a key player known for quality, innovation, and strong partnerships.

Ultimately, I want both partners and players to see us as a company that consistently delivers exceptional content and is deeply committed to mutual success.

And one day, in several years’ time, if someone refers to “the Andrew Foster era at AvatarUX,” what would you like it to be associated with?

I’ve always believed that the best performance comes from a sense of shared purpose, alignment, and passion. My ambition is to foster a culture at AvatarUX that challenges every individual—both current and future team members—to strive for excellence, push boundaries, and contribute meaningfully to our collective vision.

If people look back and say, “Can you believe what we achieved together?”—that, to me, would be the greatest legacy. Externally, I would like AvatarUX to be remembered as a studio that prioritized partnership over transactional relationships, always striving to add value and operate with integrity and innovation at its core.