Now a driving force at ZiMAD, CBDO Elizaveta Savenkova shares how her background in hospitality shapes her approach to business development, the key challenges of expanding into global markets, and the exciting innovations shaping the future of gaming in this Community Spotlight. 

What first drew you to the world of mobile gaming, and how has your passion for this industry evolved over the years?

Ill be honest, when I joined ZiMAD at the end of 2019, it was a leap I chose to take. I was at a point in my career where I wanted to explore something new, and the mobile gaming industry felt like the right direction. Looking back, it was one of the best decisions I could have made. From my first months learning about the industry, I knew this was where I wanted to continue growing and developing my skills.

The industry's evolution over the years has only fueled my drive, leading me to dive deeper. Today, mobile gaming is not only my field but also a passion that continues to expand and, I believe, will be a lifelong pursuit.

Can you share a defining moment in your career at ZiMAD that made you realize the unique impact you could have in the gaming space?

I can’t pinpoint a single “aha!” moment—this understanding snuck up on me over time. I brought a vision from my hospitality background: work closely with each partner, keep things honest, and, above all, be friendly. After all, nothing says “team player” like remembering everyone’s coffee order!

Seeing real results and getting positive feedback from our partners has been incredibly rewarding. It made me realize the unique impact I could have—and that pushing the boundaries of what’s possible in mobile gaming isn’t just a wild idea; it’s actually achievable. This experience truly locked in my commitment to the industry, as I saw how my efforts could directly contribute to creating wins, big and small.

What do you enjoy most about your role as Chief Business Development Officer, and how do you keep yourself inspired and motivated in such a fast-paced and ever-changing industry?

What keeps me inspired is exactly that—the fast-paced, ever-changing nature of this industry. Growing up in a big city, constantly moving around, and rarely staying in one place probably set me up for a job where “routine” is a word you only hear in other industries. In this role, each day brings a new adventure, from solving unique challenges to discovering fresh opportunities for improvement. Without these, I might actually have to take up knitting just to add some excitement!

And let’s not forget, business development isn’t a one-way street. I get to collaborate across departments, both inside and outside the company, which means I’m always learning something new. It’s a bit like being on a grand tour of the industry—except this trip is never over, and the itinerary keeps getting better!

Mobile gaming often involves balancing creative innovation with business strategy. How do you personally navigate that balance, and what aspects of game development do you find most exciting?

I believe that real growth is impossible without a fusion of creativity and business acumen—you simply can’t have one without the other. Creativity is what breathes life into our projects and sets us apart in a competitive market, while strategy ensures that our innovations reach and resonate with the right audience. Striking this cross-functional balance is essential, and it’s what drives us forward as a business.

For me, the most rewarding moments are when our hard work comes to life—whether it’s the launch of a new game, a special release, or the start of an exciting new partnership. Watching an

idea evolve from concept to reality is powerful, and seeing our team’s efforts reflected in that success fills me with pride for both the team and the company. It’s these moments that remind me why I love what we do.

What unique challenges have you faced in driving business development specifically for ZiMAD, and how have you adapted your strategies to address them?

I’d be lying if I said everything came easily—if it did, I’d probably be writing a “how-to” book instead! First off, I had to adapt fast to meet my personal goals, which required a fair amount of time, effort, and the kind of determination usually reserved for marathon runners. Over the years, I’ve gotten to see this industry from every angle, weathering market ups and downs like some kind of financial rollercoaster. Adaptability? It’s practically a job requirement.

Challenges, of course, are always lurking around the corner. But if there’s one thing I’ve learned, it’s that every complex maze has a way out. Sometimes it’s a door, sometimes a window, and sometimes you just have to make your own exit!

ZiMAD has a global audience. How do you approach business development differently when expanding into diverse international markets, and what factors do you consider most critical for success?

When expanding into international markets, I focus on adaptability and local insight. Each market has unique consumer behaviors, regulations, and competitive dynamics, so I start by researching these factors to tailor strategies that resonate locally. Cultural sensitivity is essential, as is building relationships with local partners who can offer valuable insights and help navigate regulatory requirements.

Success depends on customizing our approach, staying compliant, and remaining flexible. By adapting quickly to local trends and consumer needs, we can ensure relevance and build a sustainable presence in each market.

Looking ahead, what are some of the key opportunities or trends in the mobile gaming industry that you believe ZiMAD is uniquely positioned to capitalize on?

Adopting hybrid monetization models—such as in-app purchases, subscriptions, and targeted ads—will enable ZiMAD to diversify revenue and meet varied player preferences. This flexible approach boosts user acquisition and retention, and with our experience in subscription-based games, ZiMAD is well-positioned to capitalize on this trend for sustainable growth.

We are in the AI era—no denying it. AI is everywhere, and we’re all in, exploring ways to integrate it into our projects and processes. Think of it as jumping on the trend train, but with AI as the conductor. It’s not just about efficiency; it’s also about adding that extra creative spark, helping us deliver something unique and valuable for our users—because, let’s be honest, impressing them is what keeps us in the game.