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What innovation consists of within the slots industry is often debated. While there are often calls for more groundbreaking features to be introduced, the reality is that the progression of trusted and popular concepts is what drives the industry forward with new releases.

We caught up with the Kendoo’s Commercial Director, Kate Romanenko, to understand more on how long-term retention is often underpinned by controlled evolution of proven concepts, as shown in the company’s success over the past year.

In an industry driven by novelty, why do you think long-term consistency is becoming just as valuable as innovation?

In the competitive iGaming market, everyone is obsessed with “what’s next,” long-term consistency has become a signal of trust. Operators are increasingly cautious: they want games that perform predictably over time, not just those who grow only on launch. Controlled evolution, like we showed with 3 Pots and 4 Pots games, such as 3 Fortune Trees, 3 Gates of Pyramid, 4 Egypt Scarabs etc., proves that you can refresh mechanics and visuals without breaking what already works. Innovation still matters, but when it’s backed by performance data and retention, it becomes scalable, sustainable value rather than short-lived hype.

How does Kendoo ensure technical and gameplay stability across its growing portfolio, especially as it scales into new markets?

At Kendoo, we build on a select set of well-tested core mechanics, evolving them thoughtfully rather than introducing unproven systems. Each game reflects our research, experience, and deep understanding of player needs. This approach lets us expand into new markets without compromising reliability, delivering operators consistent performance and players a smooth, familiar experience they can trust.

What role does reliability play in building strong partnerships with aggregators and platforms?

Reliability is the foundation of trust with aggregators and platforms. When integrations are stable, launches are predictable, and games perform consistently, partners can scale with confidence. For Kendoo, reliability reduces operational friction on their side, fewer incidents, faster rollouts, and clearer performance expectations. Over time, this turns a supplier relationship into a long-term partnership, where growth is planned together rather than driven by constant risk around new releases.

Do you think players are beginning to value dependable, well-balanced games over constant experimentation?

Players enjoy novelty, but they return to games that feel fair, familiar, and well-balanced. Constant experimentation can create friction, while dependable mechanics build confidence and habit. That’s why evolved formats with proven performance tend to retain better: players know what to expect, and that reliability turns curiosity into long-term engagement. For example, taking mechanics like Pots, which originated in land-based casinos, and successfully adapting them for online play.

Can you point to a Kendoo title that’s become a steady performer over time and what that tells you about what players really value?

A clear example is 3 Fortune Trees. Since launch, it has consistently driven strong retention and engagement across markets, with an average of 500 bets per player, which is excellent. The game demonstrates that players value Pots mechanics and reliable, well-balanced gameplay over flashy, one-off features. Its engaging mechanics, popular theme, and premium art and animation all come together to create a game that players love to play.

The post Kendoo interview: Can stability be the new innovation? appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

EEG sat down with Ivan Bilash, Director of Partner Operations at SOFTSWISS, after the SiGMA Central Europe Summit, where the company launched its 2026 iGaming Trends report. With over eleven years of experience in project and product management, Ivan brings a practical yet visionary understanding of operational excellence and partnership building. In this conversation, we explore key iGaming trends for 2026, the importance of data-driven insights, and how SOFTSWISS uses technology and collaboration to help operators improve player acquisition and build stronger relationships with affiliates.

Interview by Maria Emma Arnidou for EEG, HIPTHER.

The SOFTSWISS iGaming Trends report has become a highly anticipated annual playbook for industry professionals. What inspired this initiative, and how has it evolved into a vital resource over the years?

When we released the very first edition four years ago, the idea was to bring together everything the industry was experiencing but hadn’t structured yet. There was a lot of noise in the market – regulatory changes, new technologies, shifts in player behaviour, and so on. But there was no single place that connected all these dots.

Over time, the report has evolved into a tool that helps the market understand where things are actually heading. And that’s why it is so anticipated by both iGaming professionals and newcomers. It’s not just ‘trends for the sake of trends’ – it’s grounded in real data and clear patterns we observe, supported by our experience in analysing them.

For us at SOFTSWISS, it’s also a way to share what we see from the inside. We work with hundreds of operators, so we naturally spot early signals before they become global trends. The report is a way to turn all of that into something useful for the entire industry.

This year’s 2026 edition gathers insights from over 350 experts and applies AI analysis to more than 120,000 media headlines. From your perspective, what are the most striking or transformative findings emerging this year?

To be honest, there are many, which is why the report is over 100 pages long. But let me highlight the key points. 

The first thing that jumps out is how quickly the industry is maturing. As we note in the report, the industry has outgrown its ‘Wild West’ phase. We see this in regulation, taxation, responsible gambling, and advertising. Many markets are tightening rules, but they are also becoming more predictable. That’s a good sign of a sector moving towards sustainable growth.

Another big takeaway is the scale of M&A activity. It’s no longer just large companies buying smaller ones. It’s about building ecosystems and obtaining technologies that help acquirers prepare for a world where efficiency is as important as market share. 

And last but not least, of course, there is AI – not as a buzzword, but as infrastructure. Companies have moved past experiments, and now expect AI to deliver real value. This primarily concerns fraud detection and player protection. But I think it’s fair to say that AI has permeated all areas of business, from coding to marketing, and this shift is happening fast. In the report, we call this the industrialisation of AI.

When you combine all these trends, you realise that iGaming is becoming more mature and more structured, but also far more competitive. And with that comes a new reality: the industry is now much more demanding operationally.

The report presentation launched alongside the iGaming Trends Marathon at SiGMA Central Europe. What role do live discussions and community dialogue play in shaping industry progress?

I strongly believe that conversations matter more than slides. Trends only become useful when people challenge them and connect them to their own experience.

During the marathon, we saw something important: different parts of the industry –  operators, suppliers, tech companies, media – are finally speaking the same language. Everyone understands that the next stage is about taking responsibility and making smarter decisions.

Events like SiGMA create that space. When you place 200+ people in one room and let them debate AI, regulation, M&A, and marketing, you get insights you would hardly get from reading a report alone. These discussions help operators understand why acquisition is becoming more complex and why working closely with affiliates, rather than treating them as a separate layer, is increasingly important.

For me, as someone responsible for partner operations, this is invaluable. These events show what operators are truly concerned about and what they expect.

Speaking of acquisition, how do you see the role of affiliates changing within the iGaming ecosystem?

This is an important topic that frequently arises in conversations with operators. Traditional acquisition channels are becoming increasingly expensive, more restricted, and in some cases simply unavailable. Naturally, this pushes the industry to rely much more on affiliates.

But affiliates today are no longer just traffic suppliers. Many have grown into strong, independent ecosystem players with their own strategies, data, and long-term goals. They understand user behaviour extremely well and often have deeper insight into acquisition funnels than anyone else in the market.

We also see another interesting shift: some large affiliate groups are moving into direct operations. This changes the dynamics. On one hand, there is less traffic available on the open market. On the other, new operators emerge with very strong marketing expertise from day one. That naturally increases competition for the end player.

Budgets are no longer the only decisive factor. Operators’ success now also depends on the quality of partnerships, transparency in working with affiliates, and having a product and strategy capable of converting and retaining high-quality traffic. From our perspective, this is a long-term trend that will shape the industry’s growth in the coming years.

The 2026 iGaming Trends report builds on years of data, but also integrates new analytical layers powered by AI and expert research. What makes this edition stand out, and how can professionals best use its insights?

This edition stands out because it explains why certain trends are emerging. AI helped us process more than 120,000 media headlines, and confirmed what operators tell us privately: the market is recalibrating. Responsible gambling rules are strengthening, cybersecurity is becoming a board-level topic, and compliance is now part of product design.

If you’re an operator or a supplier, the best way to use this report is as a planning tool. We’ve done all the heavy lifting and distilled each business area down to the most important insights. We have also introduced ‘Adaptation Paths’ at the end of each chapter. It’s a kind of checklist that operators can refer to when building their strategy. 

Of course, the report won’t make decisions for everyone, but it gives a very clear map of the road ahead.

Finally, as Director of Partner Operations, what do you see as the most valuable trait in industry partnerships going into 2026?

I’d say consistency. Everyone talks about innovation, but in practice, what partners value most beyond stable operations is predictable communication and support they can rely on.

This year’s report shows that growth will depend on how well companies adapt to the new reality of increased speed and stricter regulations. In 2026, the best partners will be those who can combine flexibility with discipline: reacting quickly when needed while also thinking long-term.

For SOFTSWISS, this approach is in our DNA. We work side-by-side with operators through technical support, risk management, and daily operational guidance. When the market becomes tougher – which it inevitably will – this kind of partnership becomes a competitive advantage.

As SOFTSWISS continues to pioneer data-driven growth across the global iGaming ecosystem, the 2026 iGaming Trends report reaffirms the company’s commitment to knowledge sharing, collaboration, and innovation.

The 2026 iGaming Trends report is available – download it now!

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