How to build on a strong legacy
Exclusive interview: 5 Star sits down with ELK Studios CEO Robin Smith to delve into the company’s rich history, recent accomplishments, and outlook for the future.
After 13 years, the 3 founders of ELK Studios left the company following the acquisition by Light & Wonder. Left is a 130-employee-strong game studio, with a DNA and passion to be innovative and push the boundaries of online slots. The one to lead them into the future is Robin Smith.
With a history of 7 years within ELK, Robin has gone from a Product Owner, to Chief Compliance Officer, and now since May 2024, taking on the role as new CEO of ELK Studios.
Robin, congratulations on your new role as CEO! What does it mean to you to lead ELK Studios into this next chapter?
Thank you! Leading ELK Studios into its next chapter is an immense honor. ELK is a company with a rich history of innovation and quality, built by three visionary founders whose DNA is still ingrained in everything we do. For me, this role is about respecting that legacy while shaping what I like to call “ELK 2.0″—the next evolution of our company. I’m incredibly proud of our talented team and excited about the opportunities ahead.
What do you seek to salvage from previous leadership?
The previous leadership set a foundation of creativity, innovation, and a commitment to quality that has defined ELK Studios. Those principles are timeless and integral to who we are as a company. While the new leadership team brings fresh perspectives and experiences, we’re deeply focused on learning from the past and building upon the strengths that have made ELK successful. It’s about blending the best of both worlds—honoring our history while embracing new opportunities.
ELK Studios has a strong identity. How do you plan to lead without disrupting what makes it unique?
Our identity lies in our passion for innovation and delivering exceptional quality, and that will never change. My role is to support and empower the amazing team we have at ELK Studios, creating an environment where they can thrive and do their best work. I see myself as a facilitator, ensuring that the team has the tools, freedom, and inspiration to push boundaries while staying true to what makes ELK special. I often say, “Dare to fail in order to be great,” and that philosophy drives us to take calculated risks and try new things. By fostering a culture of creativity and collaboration, I believe we can continue to innovate without compromising our core values.
In your eyes, what are ELK’s key strengths and opportunities?
Our biggest strength is our ability to innovate and deliver high-quality gaming experiences. We’ve built a reputation for pushing boundaries and creating memorable games like Pirots and Cygnus, which resonate with players around the world.
As for opportunities, expanding into the US and Canadian markets is a top priority. We’re excited to bring our unique games to new audiences and create fresh experiences for players there.
And where do you think ELK could improve or face challenges?
One of our challenges is ensuring that as we grow, we maintain the agility and creative spirit that have been central to our success. Expanding into new markets will require adapting to different player preferences and regulatory environments, which is something we’re working hard on. Internally, it’s also about fostering the next generation of leaders within ELK, ensuring that our team is empowered and equipped to take the company to new heights.
What is ELK’s primary focus as you lead it into the future?
Our primary focus is on delivering high-quality, innovative games while expanding our presence globally. At the same time, we’re committed to nurturing our team and ensuring that ELK remains a great place to work. For us, it’s about staying true to our core values while taking bold steps into the future.
How do you envision growing the company, and where do you see the biggest opportunities?
Growth for us means expanding both our market reach and our game portfolio. The US and Canada represent massive opportunities, and we’re putting significant effort into establishing our footprint there. Beyond that, we’re always on the lookout for the next big hit in terms of games. Whether it’s a new franchise or expanding existing ones like Nitropolis and Toro, our focus is on creating compelling content that players love.
ELK Studios has built a strong reputation for its game portfolio. What do you see as the key strengths of your games?
Our games stand out because of their innovative mechanics, stunning artwork, and commitment to quality. We combine groundbreaking mathematics with creative storytelling to craft experiences that resonate with players. Franchises like Pirots and Nitropolis are perfect examples of this, where we’ve taken bold creative risks and seen incredible success as a result. Expect more of that in the future from ELK Studios.
Can you highlight some of ELK’s key releases in 2024?
2024 has been an exciting year for us. We’ve continued to innovate with our game releases, including new installments of fan-favorite franchises, while also introducing fresh mechanics in titles like Rouge Rat of Nitropolis and Slurpy. However, one game truly stands out for me this year—our final release of 2024, Shadowshifter. This game not only introduces an innovative new mechanic to the market but also showcases a level of production quality that’s exceptional from start to finish. My favorite moment is when you trigger the bonus game, and the entire experience elevates, with the tempo and music intensifying to create something truly unforgettable.
What can players and operators look forward to from ELK Studios in 2025?
2025 is shaping up to be an incredible year. Pirots 4 will be our biggest release yet, featuring groundbreaking innovations that we’re confident players will love. Alongside that, we’re revisiting other beloved, proven mechanics and franchises, while staying open to fresh ideas. Our approach is agile, so we’re always ready to pivot if we discover something exciting.
We’re kicking off 2025 with an absolute banger: Cygnus 5. The Cygnus series has become a cornerstone of ELK Studios, consistently captivating players with each new release. We have high hopes for this next installment, as it builds on the legacy of its predecessors while offering something fresh and exciting for fans of the series.
What do you think has made these franchises, like Pirots, Cygnus, Nitropolis, and Toro, so successful?
The comes down to their innovation and quality. Each game brings something unique to the table, whether it’s the engaging mechanics of Pirots or the stunning visuals of Cygnus. We pour our hearts into every release, and players recognize that effort. Even when a game doesn’t become a massive hit, it reflects our dedication to creating the best experience possible.
How do you plan to maintain and grow the strength of ELK’s game portfolio moving forward?
It’s all about staying true to our values while embracing new opportunities. We’ll continue to invest in our team, foster creativity, and push the boundaries of what’s possible in slot games. At the same time, we’re expanding into new markets, like North America, Canada, and Latin America, which will open up fresh perspectives and opportunities.
Being part of Light & Wonder, a powerhouse in the market, is a significant advantage for us. Their resources, industry expertise, and willingness to invest in ELK provide us with incredible opportunities to succeed and grow. We are very proud to be part of the Light & Wonder family.
Finally, what’s your vision for ELK Studios in the next five to ten years?
In five to ten years, I envision ELK Studios as a company with a significant presence in the global online gaming industry. While we may not aim to be the biggest, our goal is to be recognized for our innovation, quality, and creativity. I want ELK to be known as the game provider that consistently delivers exceptional games daring to push boundaries. Ultimately, it’s about making our mark in the industry and continuing to build on our reputation for excellence.