AffPapa had the chance to talk with Asker Hubiev, the CEO of 100HP, an iGaming provider for operators, aggregators, and affiliate teams. As CEO, Asker shared all the insights into what the company’s solutions provide, how it supports industry growth, and where 100HP is heading in the future. Yeva: 100HP is still a fairly new
AffPapa had the chance to talk with Asker Hubiev, the CEO of 100HP, an iGaming provider for operators, aggregators, and affiliate teams. As CEO, Asker shared all the insights into what the company’s solutions provide, how it supports industry growth, and where 100HP is heading in the future.
Yeva: 100HP is still a fairly new name in the iGaming space. When people ask you what the company is really about, how do you usually explain it?
I usually explain it very simply: 100HP is a game studio that creates crash and instant games designed from the start for performance, traffic, and scalable operator growth.
We don’t just release games as content; we build products that function as growth tools. This means every game is developed with a focus on key metrics that directly impact an operator’s economics, such as the speed of first engagement and the conversion from the first session into betting activity.
Our approach is shaped by real experience working with traffic and operators. We understand that in the crash and instant segment, a game has literally the first few seconds to capture a player’s attention and draw them in. That’s why we pay close attention to how quickly the player understands the mechanics, how transparent the interface is, and how naturally they enter the gameplay loop.
As a result, operators don’t just get another game in their lobby; they get a tool that helps improve traffic conversion.
Yeva: Let’s be honest, there’s no shortage of iGaming providers offering similar promises. What does 100HP do differently, or where does it stand out?
To put it simply, most providers treat games as content. They release a large number of titles, but they don’t take responsibility for how those games actually perform under real traffic.
Our approach is different. We built 100HP from the start around an understanding of performance, traffic, and operator economics. For us, it’s not just about releasing a game; it’s about making sure that the game consistently converts users and delivers measurable results.
Crash and instant games are a format where everything is decided in the first few seconds. If a player doesn’t engage immediately, they leave. That’s why we focus heavily on making sure the user instantly understands the mechanics, quickly places their first bet, and stays within the gameplay loop.
We also work closely with our partners after integration. We analyze how players behave in the game and continue improving the product based on real data rather than assumptions.
In the end, our difference is quite simple: we don’t just create games. We create games designed to work with real traffic and help operators generate revenue, not just fill their lobby with new content.
Yeva: For operators who might be hearing about you for the first time, what exactly are they getting when they work with 100HP? What does your solution actually include?
First and foremost, operators receive fully ready-to-launch crash and instant games that can be integrated quickly and put into operation almost immediately. We focus on making the onboarding process as simple as possible, without complex custom development or long adaptation cycles.
Beyond the games themselves, operators benefit from a stable technical foundation: reliable performance under load, fast updates, and compatibility with major aggregators and platform providers.
Another important aspect is that we continuously develop the product. We regularly release new titles, update existing ones, and incorporate partner feedback to ensure the portfolio remains relevant and competitive.
Equally important, operators work directly with our team. This means faster responses, clear communication, and the ability to quickly resolve any questions related to the product or integration.
In essence, operators gain a reliable source of crash and instant games that can serve as a core part of their game lobby and scale alongside their business.
Yeva: Who tends to click with 100HP the most? Are you seeing more interest from startups trying to enter the market or established brands looking to upgrade?
In reality, we don’t have a strict division based on the type of operator; we’re open to working both with new teams entering the market and with well-established brands.
The difference is more about the integration format. For new operators who are just launching, the most convenient and fastest option is usually integration through aggregators. This allows them to access our games quickly without complex technical integrations and focus on launching and scaling their business.
With larger and more experienced operators, we more often build direct partnerships. This enables closer collaboration, faster rollouts of new releases, and the opportunity to develop long-term cooperation.
Ultimately, our product works for operators at different stages of growth; we simply adapt the integration model depending on their needs and scale.
Yeva: Growth in this industry can be intense. How do you push the company forward without cutting corners on product quality or damaging trust?
Everything starts with the foundation, with people. It’s crucial to surround yourself with a strong and ambitious team that is genuinely involved in the product and motivated to develop it further. People form the core of the company and ultimately determine how sustainably it can grow.
The next critical element is operational processes. At an early stage, it’s possible to release games without a deep operational structure, but once you start scaling, everything begins to depend on processes: how decisions are made, how releases are launched, how testing is conducted, and how the product evolves over time.
At the same time, it’s fundamentally important for us not to risk the trust of our partners. We never test new hypotheses on operators without their participation and full understanding. Instead, we have a group of close partners with whom we collaborate more deeply and test new solutions together.
As a result, the rest of our partners receive a product that has already gone through several stages of testing and has proven its stability. This allows us to grow quickly without sacrificing quality or undermining partner trust.
Yeva: In your opinion, what’s one thing that people underestimate when launching an iGaming provider today?
I think one of the most underestimated factors is the likelihood that the first game won’t become a hit. Many companies enter the market expecting to release a successful product right away and quickly recover their investment. In reality, it rarely works that way.
The success rate of a game, especially at the beginning, can be roughly one in ten. One successful title often needs to cover the costs of the previous ten. That’s a normal economic model for a product business, but not everyone is prepared for it.
Another underestimated factor is distribution. In mobile game development, you can upload a game to an app store and immediately gain access to an audience. In iGaming, it works differently: your point of distribution is the operator. You need to secure a position in the operator’s lobby, demonstrate the value of your product, and continuously maintain that position. It’s a complex and ongoing process.
And one more thing, many teams focus too heavily on visuals. A game can look beautiful, but its primary job is to capture the player through its mechanics. If the mechanics fail to engage the player within the first few seconds, no level of graphics will save the product.
Yeva: If an operator outgrows their initial setup, how scalable is your infrastructure? Can 100HP support fast growth without having to fully restructure?
Yes, our infrastructure was designed from the very beginning with scalability in mind. Our current capacity is more than sufficient to support operator growth without requiring any changes on their side.
An operator can start with relatively small traffic volumes and gradually scale to much higher loads without having to rebuild the integration or modify their technical architecture. The system is already built to support that growth.
From the start, we developed our platform with the understanding that operators can scale very quickly, especially when working with performance-critical traffic. Our role is to ensure that the product remains stable and reliable regardless of traffic volume.
As a result, operators can focus on growing their business without worrying about technical limitations from the provider’s side.
Yeva: A few years from now, where would you like to see 100HP positioned, and realistically, where do you think it’s heading?
In a few years, we want 100HP to be perceived as one of the key providers of crash and instant games in the market, a company whose games are consistently used by operators as part of their core game lobby rather than as experimental content.
Our goal is to become a provider that operators work with on an ongoing basis and around which they build part of their growth strategy. That means a stable presence with major operators, wide distribution through aggregators, and a strong product portfolio.
Realistically speaking, we are already moving in that direction. With every new release and every new integration, we strengthen our presence and expand our partner network. It’s a gradual process built not around a single hit, but around systematic work and consistent product development.
Ultimately, we see 100HP as a stable, long-term market player with a strong position in the crash and instant segments, continuing to grow alongside its partners.
Company: 100HP
Interviewee: Asker Hubiev
Date: 25.03.2026