Succeeding in iGaming isn’t just about creating great games – it’s about captivating players and delivering unforgettable experiences.
In this interview, Evoplay’s Head of KAM, Olga Pronak, shares her expertise on the promotional tools that really boost engagement and give results.
The Gamblest: With over three years in iGaming, which promotional tools have you found most effective for player acquisition and retention? What makes them impactful based on your experience?
Olga: All casinos and providers have their favourite tools, which can vary for many reasons. From what we’ve observed over the years, tournaments are undoubtedly one of the top tools in the gambling industry. However, interest in any format can fade over time. To keep players engaged, providers and casinos introduce different variations of tournaments with new mechanics and visual effects.
I also think that drops and free spins are among the most effective promotional tools. Drops, with their element of surprise and chance to get extra rewards, are particularly effective at attracting players. Free spins, offered in variations, are a popular way to attract new players and keep them interested in the gameplay.
In addition to these classics, new promotional tools are emerging. Some of them are showing amazing results; however, they are still not being used in most parts of the world, which is why I wouldn’t include them in the top-performing group just yet. However, it’s clear that their effectiveness varies and they cater to players’ growing desire for fresh experiences and emotions.
The Gamblest: What about jackpots? Do they belong in the group of most effective tools?
Olga: Jackpots are well-known and have their appeal, but they don’t always deliver strong results across all partners. Their success depends on what the players like and how well they follow the casino’s plan. Some people like big wins, while others like tools that give out rewards more often.
The Gamblest: If we divide promotional tools into two groups, one for industry standards and one for newer trends, how would you classify each tool and why?
Olga: In the first group, I’d add classic tools like tournaments, drops, free spins, and jackpots.
Tools like quests, races, Wheel of Fortune (another tool with the random prize mechanic, I’d say it’s an alternative to drops, with some interesting details), and gamification are becoming more popular as part of modern promotional strategies. Quests aren’t yet available from all providers, but they’re gaining traction due to their effectiveness in engaging and retaining players. They work well for launching new games or highlighting already released games and may be used as a classic promotion or as an additional feature in the game. It all depends on the demands of the particular players or the partner’s marketing strategy.
Looking at the bigger picture, gamification – both within games and beyond – has immense potential for deeper immersion. It doesn’t just keep players engaged with fresh and varied content; it also offers providers and casinos endless opportunities to innovate, regularly surprise their audiences, and build stronger connections.
The Gamblest: Which promotional tools do you find promising? Are there noticeable trends in popularity based on regions or player demographics?
Olga: Among newer tools, I would highlight quests. Races, a recent addition to Evoplay’s arsenal, are still new to us and relatively fresh to the market, though some providers and casinos already use them. It’s early to fully understand their impact, but I think their intuitive goals and competitive spirit will make players want to keep trying. As for tried-and-true options, tournaments remain a reliable favourite.
Regarding geographical factors, I think the success of any promotional tool depends more on a casino’s strategy and engagement policy than on regional trends.
The Gamblest: What insights from partners have been most valuable for optimising promotional tools? Are there strategies that work better in certain regions?
Olga: Every project is unique, and understanding this is key. Casinos each have unique approaches, influenced by factors such as marketing, bonus systems, communication with partners and players, internal strategies, and other nuances – all of which providers need to consider.
Every market has its favourite games, shaped by local trends and preferences. However, when it comes to selecting preferred marketing tools, regional influence becomes far less noticeable. The strategy often depends more on the casino’s individual characteristics, with market regulations being the main external factor. That’s why I recommend tailoring offers to each partner’s regulatory framework and unique features. While a personalised approach requires more resources, it consistently delivers the best results.
The Gamblest: What recommendations would you give to newcomers in iGaming in refining their promotional strategies to build stronger player loyalty?
Olga: You need to know the players you’re designing games and promotional tools for. Focus on creating experiences that not only resonate with players but also strengthen their connection with both the casinos and your brand. To achieve this, efficient communication with partners is crucial, as they have a deeper understanding of their players. While general insights can be gathered from research, casinos are better positioned to know what their players truly love. Engaging games serve as the foundation for player retention, while effective promotional tools further enhance engagement and foster loyalty.
There is no one-size-fits-all formula for success in iGaming. What works for one person may not work for another. My best suggestion is to try different things. Don’t be afraid to test new ideas to see what players like the most, and change. Through trial and error, you’ll build loyalty and connect with your audience.
The Gamblest: How do you see promotional tools in iGaming changing in the future? Are there new ways to improve player engagement?
Olga: I believe gamification, combined with a personalised approach, will continue to drive engagement. With AI’s ability to analyse and anticipate player behaviour, the potential for growth is immense. In the future, game challenges could feature more tailored rewards, bonus goals, and dynamic incentives that adapt to player actions. At the same time, technologies like VR/AR, while not yet set to become massive, hold the promise of making the iGaming experience even more immersive and interactive.
As the industry evolves, I anticipate the rise of innovative promotional tools that will allow operators to connect with players in increasingly meaningful ways.
