Elena Grigorian on My.Games: Strengths, Challenges, and Future

This analysis examines the strategic outlook of My.Games under the leadership of CEO Elena Grigorian, drawing on insights from a 2024 industry interview. The company, which maintains a workforce of approximately 1,500 employees and a pipeline of over 50 games, experienced tenfold business growth between 2015 and 2022. Operating across PC, mobile, and console platforms, the organization has recently expanded its international footprint with new hubs in Armenia, Georgia, Abu Dhabi, and Serbia.

A SWOT analysis of the company highlights its core strengths as a highly skilled, diverse team and a multi-faceted business model that balances internal development, third-party licensing, and investment activities. However, these same factors introduce operational complexities, specifically regarding the coordination of diverse teams across varying production cycles. Opportunities for future growth lie in leveraging cross-platform expertise and an extensive partnership network, while primary threats include heightened global competition and a shifting consumer landscape where user time is increasingly diverted from gaming to non-gaming entertainment applications.

Grigorian emphasizes that the gaming industry is currently facing a unique period of stagnation that requires a fundamental shift in strategy. To return to double-digit growth, she advocates for an evolution in product development and marketing approaches, specifically focusing on the retention and monetization of mass, non-targeted audiences. By integrating gaming with broader entertainment experiences, the company aims to navigate current market headwinds and maintain its competitive position. The leadership approach during this transition prioritizes team empowerment, strategic alignment, and the concentration of resources on high-impact objectives.