{"id":1981,"date":"2026-10-23T09:17:33","date_gmt":"2026-10-23T09:17:33","guid":{"rendered":"https:\/\/eeze.com\/?p=1981"},"modified":"2026-10-23T09:18:04","modified_gmt":"2026-10-23T09:18:04","slug":"people-behind-our-games-laleh-boroumand-jazi-slots","status":"publish","type":"post","link":"https:\/\/eeze.com\/es\/people-behind-our-games-laleh-boroumand-jazi-slots\/","title":{"rendered":"People Behind Our Games: Laleh Boroumand Jazi – Slots"},"content":{"rendered":"
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Take me through the timeline of how you got to where you are now in your career. What have been the biggest lessons you’ve taken from developing games along the way?<\/strong><\/p>\n\n\n\n

I come from a technical background. I was a developer for almost 14 years, working at different levels, and one of my roles was working on a service-providing app for land-based casinos about eight years ago. That’s when I fell in love with slots. All the sounds, lights and vibrancy really captured me!<\/p>\n\n\n\n

Slowly, I moved into iGaming and online slots, starting with a game studio where I was involved in providing and testing games and making sure we delivered high-quality products.<\/p>\n\n\n\n

After about three years, I moved to Eeze to expand my horizons, and now I’m responsible for slots at Eeze. It’s been an exciting journey so far!<\/p>\n\n\n\n

Is there anything that you’ve changed your mind about during your time working in slots – whether it’s an industry misconception or personal goals?<\/strong><\/p>\n\n\n\n

I’d love to bring more of that land-based casino communal vibe into online slots, where a stranger sitting next to you cheers when you win, and somehow that makes the win even more exciting. That social connection and shared excitement is something I really miss from land-based casinos, and I think there are interesting ways we can bring some of that feeling into online gaming.<\/p>\n\n\n\n

How much of creating a successful slot is data and research, and how much is instinct?<\/strong><\/p>\n\n\n\n

I’d say, for me, it’s about 60% data and research and 40% getting the right combination of different factors the game mechanic, the theme, the right timing and the right market. But with slots, you only need one game from your entire portfolio to become the one<\/em> that players connect with and love. When that happens, you can definitely call yourself lucky!<\/p>\n\n\n\n

How do you balance player research, data and maths with the creative instinct behind the game?<\/strong><\/p>\n\n\n\n

Internally we have come to an agreement that following markets and trends is important, but we also reserve a few games for ourselves where we can go a little crazy with ideas and try something completely new.<\/p>\n\n\n\n

You never know that one innovative game could be the game changer!<\/p>\n\n\n\n

Eeze talks about combining innovative gameplay with different maths models. How much does the maths shape the creative concept, rather than simply coming into play afterwards?<\/strong><\/p>\n\n\n\n

Maths really plays a big role. Sometimes you can have a great mechanic, but it can be limited by design or development and end up being very different from what you originally imagined.<\/p>\n\n\n\n

The maths, theme and gameplay all need to work together to create excitement and keep players in that adrenaline rush, giving them a reason to come back, switch off from their daily problems and simply have some fun.<\/p>\n\n\n\n

How important is localisation when you’re developing a slot for different markets? Does adapting a theme or experience for a particular audience ever change the original concept?<\/strong><\/p>\n\n\n\n

Localisation is extremely important, and there are lots of things you need to take into consideration.<\/p>\n\n\n\n

Some people think localisation is only about changing the language, but it’s much more than that. A high-value symbol or theme that works well in one market might be connected to a superstition or myth somewhere else, or simply not resonate with players at all. You really need to understand player preferences: what they like, what excites them and what makes them come back to a game.<\/p>\n\n\n\n

And, of course, sometimes you just need to ignore all the research and statistics and test something completely new in a market to see what happens!<\/p>\n\n\n\n

Eeze’s slots also incorporate features such as jackpots, Buy Features and gamification. How do you decide which features genuinely add something to a game rather than simply adding more to it?<\/strong><\/p>\n\n\n\n

Features like jackpots and Buy Features are part of the game itself, so whether they make sense really depends on the game mechanics. You need to decide whether giving players those options actually add value to the experience and keeps the excitement going.<\/p>\n\n\n\n

Gamification is slightly different because it doesn’t necessarily depend on the individual game. For example, we can activate Free Spins or Mystery Rewards across different slot games that we want to promote, depending on operator and commercial requirements.<\/p>\n\n\n\n

There are plenty of trends in slots, from familiar characters and themes to increasingly feature-heavy games. How do you decide when to follow a trend and when to do something completely different?\u00a0<\/strong><\/p>\n\n\n\n

We have a pipeline where some games are already fixed around a particular theme and mechanic, while others are more flexible and can change along the way.<\/p>\n\n\n\n

Sometimes those changes can be around the theme. For example, if we see that a particular game or character is performing well and players are connecting with it, we might consider bringing that character into a different game and testing whether it works with a new mechanic.<\/p>\n\n\n\n

It’s about finding the balance between understanding what players already love and giving them something new to discover.<\/p>\n\n\n\n

What helps you decompress after a deadline-heavy week?<\/strong><\/p>\n\n\n\n

 Normally, my cats do the job! \ud83d\ude42<\/p>\n\n\n\n

Or I’ll take a weekend getaway and reconnect with nature to get my energy back and reset.<\/p>\n\n\n\n

At the same time, the vision and future we have for slots is also a big motivation for me. It pushes me to re-energise and keep putting in the effort to keep up with the speed, the fun and, of course, the occasional stress that comes with it!<\/p>\n\n\n\n

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Take me through the timeline of how you got to where you are now in your career. What have been the biggest lessons you’ve taken from developing games along the way? I come from a technical background. I was a developer for almost 14 years, working at different levels, and one of my roles was […]<\/p>\n","protected":false},"author":12,"featured_media":1983,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[13,22,135,134,136,120],"class_list":["post-1981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-eeze","tag-igaming","tag-laleh-boromumand-jazi","tag-product-owner","tag-reels","tag-slots"],"acf":[],"_links":{"self":[{"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/posts\/1981","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/comments?post=1981"}],"version-history":[{"count":4,"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/posts\/1981\/revisions"}],"predecessor-version":[{"id":1991,"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/posts\/1981\/revisions\/1991"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/media\/1983"}],"wp:attachment":[{"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/media?parent=1981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/categories?post=1981"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eeze.com\/es\/wp-json\/wp\/v2\/tags?post=1981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}