Interviews

Retention through skill games w/Araz Heydariyehzadeh – Chief Commercial Officer at Scout Gaming

Published

3 years ago

November 7, 2022

George Miller

Reading Time: 4 minutes

Check out our latest interview focusing on retention with Araz Heydariyehzadeh CCO at Scout Gaming

Do operators need to go beyond loyalty schemes and bonuses when it comes to retention? Why?

Retention in the iGaming industry is incredibly difficult to get right. Based on what we know from intenrally and from market research, it is much harder to keep players engaged with online betting brands than it is with other products in other sectors.

The most common retention tool used by operators is of course bonuses and loyalty schemes, and they do work when deployed effectively, intelligently and as part of a well planned marketing strategy. There are some big players in the iGaming industry, like Skybet, who do this very well.

If it’s not done well these incentives are really only effective for as long as the bonus lasts – once the free spins have been used up, the player is no longer motivated to remain loyal to that specific brand and can jump to offers from another provider. Loyalty schemes do keep players engaged for longer, but with most being tough to progress through, they too can have their limitations. Despite this, operators still throw big money behind bonuses and loyalty schemes in order to stand out from their rivals and keep players coming back.

It is important to consider the bigger picture, and other – potentially more effective – ways of retaining players. This means looking at the player experience being offered and identifying ways of delivering even more value and entertainment. For online sportsbooks, this could be launching skill games such as fantasy sports for the first time to give players a reason to return to their book each day, week, or month throughout the season. Operators can also run marketing campaigns and promotions around these games to take retention to the next level.

How can fantasy/social/skill games be used to drive retention rates?

These games are hard to beat when it comes to retention. The very nature of fantasy sports requires players to return to the operators site regularly. In the case of daily fantasy sports, players return to change theoir teams, set captains or make substititions, this deepends their engagement with the operators brand. Our latest data shows that the average player logs in four times a week to make changes to their team. This in part helps to drive some incredible stats for our partners. According to the indexed numbers of users in the Scout Network, there are clear indicators that fantasy sports and especially season-long games boosts retention.

Here are some highlights…

Churn after 12 months = 30% still active
Churn after 24 months = 20% still active
Churn on season-long fantasy tournament players = 50%+ still active in month nine
Acquisition = +15% more players on a yearly basis after launching fantasy sports
Time spent on site = fantasy players spend 20%+ more time than regular sportsbook players

Sportsbooks can expect between 10% and 30% of their player base to engage with fantasy sports products which in turn can significantly move the needle in terms of turnover and GGR.

What makes these games so effective when it comes to retention?

Playing season-long fantasy sports requires the player to log in each match day at the very least and usually over an eight-month period. That is certainly the case when tournaments are hooked up to large prize pots which is something we offer via the Scout Network. Fantasy really is a great retention tool by design, but it can also be used to drive cross-sell as, over time, fantasy players become trusting of and loyal to the operator’s brand. Indeed, we have measured a 45% increase in turnover and a 20+% increase in GGR on our partner’s sportsbook users that engaged with our fantasy products compared with those that did not.

How important is the skill element here? And what challenges does it present for operators?

According to a study by the Massachusetts Institute of Technology, fantasy sports games reward skill rather than luck. This conclusion was reached after analysing thousands of win/loss records of fantasy players over several years. The indexed numbers in the Scout Network confirm this conclusion. Given the skill factor in fantasy sports games, players can train their skill set and apply their advanced knowledge of sports to improve their odds of winning. But similar to other skill games, this presents a challenge for operators.

To sustain a balanced game economy, measures have to be taken to ensure that all participants have a fair chance of winning and that even those who are new to the concept have an enjoyable experience. A game economy where only a small percentage of users have a chance of winning is unhealthy and ultimately drains that all-important liquidity from tournaments. That is why we carefully analyse games and ensure a healthy economy for all. This led us to make several changes to our popular Premier League Season game such as reducing multiple entries from single users, prohibiting certain tools used by high-volume players and softening rules around saving free transfers. This ensures that more casual users can come back to play the season game, thus improving retention rates even more.

How can these games be used in wider marketing activity to keep players coming back from more?

It is important to highlight that skill games are far more social and community-driven than sports betting and casino, and season-long fantasy games in particular add an additional dimension to the sport itself. This generates more fan and player excitement, and often throughout the entire season. Players can also improve their knowledge by embracing the community, chatting in the forums and researching insights and advice.

There is a growing content creator market directly involved with various forms of Fantasy sports which really taps in to the community feel for these types of games.

This is highly desirable from an operator perspective. Giving players a single ticket to a season-long fantasy sports tournament is not only cheaper than offering free bets or loyalty schemes, but the incentive lasts for the entire season. When this is combined with the social element of fantasy and how this helps to drive engagement further, it is clear to see just how powerful fantasy sports is when it comes to retention.

In terms of how to market fantasy sports, we have recorded cases where the addition of a targeted fantasy bonus such as a free entry ticket being added to a CRM email reactivation campaign has generated impressive returns. In one instance, the click-through rate was 25x the average and in another case, 2,000 inactive customers were reactivated within 24 hours of the email campaign being sent out.

Interviews

Scaling innovation through the launch of Tequity Publishing

Published

2 weeks ago

January 28, 2026

Wladimir P.

scaling-innovation-through-the-launch-of-tequity-publishing

Following the announcement of its new publishing vertical and the successful debut of Royal Drop, we sat down with Tanja Bergman, Head of Growth RGS at Tequity, to discuss how this new arm is set to dismantle technical barriers for ambitious studios and why scalability is the new frontier for the ‘Burst Games’ genre.

Tequity has just officially launched its Publishing vertical. What was the primary catalyst behind this move?

The industry is currently in a fascinating place. There is no shortage of creative talent among studios, but there is a massive technical bottleneck. We have seen so many ambitious studios with incredible concepts – especially those moving beyond traditional slots – who have been getting bogged down in terms of getting those concepts out into the marketplace.

The catalyst for Tequity Publishing was simple. We wanted to break down those technical barriers. By handling the infrastructure, distribution, and compliance frameworks, we allow studios to do what they do best, which is build outstanding games. It’s about speed-to-market without compromising on the quality or the vision of their content.

The launch coincides with the release of Royal Drop. How does this game, and the partnership with Mirror Image Gaming and The Fortune Engine, showcase what Tequity Publishing is all about?

Royal Drop is the perfect proof of concept. It’s a collaboration that highlights three important pillars of modern game delivery. You have Mirror Image Gaming bringing that fresh, video-game-influenced Burst Games energy, The Fortune Engine provide the math tools and templates, and Tequity Publishing offers the global scale and distribution pathway.

It shows that when you remove operational friction, you can create a game-first experience that appeals to a new generation of players who want something more interactive than a standard 5×3 reel.

Tequity Publishing offers two models: RGSaaS and RGS-to-RGS. Can you walk us through the strategic benefits of each?

Flexibility is key, because no two studios are at the same stage of their journey. The RGSaaS model is our full-service offering. It’s designed for studios that want to focus 100% on the creative side. We provide the entire infrastructure and publishing framework and it is essentially a business-in-a-box for game creators.

The RGS-to-RGS model is a more streamlined, tech-first approach for studios that already have their own RGS but lack the distribution muscle. It allows them to plug into our growing operator and aggregator network instantly. Both models are built on the same philosophy: helping studios reach parts of the market they otherwise couldn’t access on their own.

You mentioned reaching new generations of players. How does this vertical specifically empower studios to innovate in ways they couldn’t before?

When a studio is concerned about how they are going to integrate with a multitude of different operators or how to navigate complex jurisdictional requirements, they tend to play it safe. They stick to what they know.

By taking that weight off their shoulders, we give them the opportunity to be brave. Studios like Mirror Image Gaming are pushing the boundaries of modern iGaming, taking influences from the video game world. This is exactly what the new generation of players is looking for. We provide the scalability so that these niche, innovative ideas can achieve mass-market impact.

It’s been a busy period for Tequity, following the success of your Originals series and the iBankroll partnership. How does the Publishing vertical fit into the broader Tequity roadmap for 2026?

It’s all part of becoming the ultimate technology partner for the gaming industry. Whether it’s our streamer-friendly Originals or our Bankroll-as-a-Service offering, the goal is to provide scalable, customisable solutions. Tequity Publishing is the natural evolution of that mission. We aren’t only providing the tools anymore, but also the pathway to the player. Looking ahead, you can expect a series of further launches through our three-way collaborations. We’re proving that the barrier to entry for innovation has never been lower.

Finally, for studios looking to scale quickly, what is your main message to them?

Don’t let technical noise drown out your creative signal. If you have a game concept that breaks the mould, you shouldn’t have to spend years building the distribution architecture to get it seen. That’s what we’re here for. We want to help you launch at a speed and scale that matches your ambition, so that you can make a significant splash in the industry.

The post Scaling innovation through the launch of Tequity Publishing appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

BetMGM

Breaking America with BetMGM

Published

3 weeks ago

January 20, 2026

GamingAmericas.com

We speak to Charles Mott, CEO & Co-Founder at S Gaming, about the provider’s move into the US market with BetMGM and why more casual gameplay hits the mark with players stateside

Congratulations on your deal with BetMGM in the USA. Why is this such a milestone market launch for S Gaming?

The deal with BetMGM marks our hotly-anticipated launch in the US market, and sees our games go live to players in core regulated states such as New Jersey, Pennsylvania, West Virginia and Michigan. We see huge potential for our content in the North American market, and to make our debut with such a high-calibre operator is a testament to this. The US is still just finding its feet as a regulated online casino market, and our games, with their focus on sustainability and high entertainment, are the perfect fit for audiences who are used to land-based slots and are increasingly moving online. They are simple, easy to understand and play, and ultimately deliver tons of fun over longer playing sessions – just like the slot machines found on the floors of casinos in Las Vegas and beyond.

Just how important was it to go live with a tier-one operator like BetMGM? And how will the deal allow you to quickly build momentum in the US?

It’s mission critical. Going live with BetMGM allows us to build immediate trust with players, tap into a large and loyal playerbase, and simultaneously enter multiple regulated iCasino states at the same time. Now that we are up and running with BetMGM, we are turning our attention to striking partnerships with other operators active in the market. It’s pretty much the same blueprint that we’ve followed in our home market of the UK where we are now live with all but a handful of brands – something we have been able to achieve in a little over two years. We know the US is a slightly different market, but we are confident in our approach to game development and, as we gather more data on how US players interact with our games, will use this feedback loop to guide our product roadmap going forwards so that each title is better than the last and more suited to the preferences of US players.

You mentioned that your games are aimed at more casual players. How does this align with the preferences of US consumers?

If you walk onto the gaming floor of any Las Vegas casino, you’ll see row after row of slot machines. Increasingly, these machines are designed to keep players entertained for longer through gripping gameplay and regular wins. A lot of online slot content delivers high risk/high reward gameplay, where players can quickly clear through their balance as they hunt down big wins – wins that don’t land all that often. In a market where operators care deeply about retention and lifetime value, games that keep players spinning for longer really matter. Our approach to producing sustainable, fun games for players in the UK and Europe has allowed us to not only stand out but to engage players at scale, and we are confident players in the US, especially those who enjoy land-based slotting, will also be drawn to them at scale.

Has launching in the US been a major undertaking for S Gaming, or did it prove to be plain sailing for the most part?

When planning our move into the US market we identified two routes. We have our own remote game server, so we could build on that, secure licences in each state we wanted to enter, and then deploy our content directly with operators. The other option would be to work with a third-party RGS provider that already has the licences and integrations we needed. While the first option might sound like the best, in reality, especially for a smaller studio, the cost of and resources required for securing individual state licences can be prohibitive. So instead, we joined forces with Gaming Realms as they have the cutting-edge RGS and licences (in both the US and Europe) we were looking for. This means we simply need to build a US version of each game on the Gaming Realms RGS and can then deploy content with the wide range of operator partners they are connected with in regulated iCasino states across the US.

Tell us more about the initial run of games you’ve launched with BetMGM.

We’ve launched the partnership with Barnyard Bash Chicken Chase which will be followed by Triple 7 Jackpot in February and Cat and Mouse Collect in March – with one new game a month to follow as we build out our US portfolio. If players were to try just one of our games, it would be Barnyard Bash Chicken Chase. It gets players clucking as they spin the reels, collect Eggs and add them to the growing Nest – the more eggs collected, the bigger the Nest Egg becomes. Not only that, Eggs can randomly activate the matching colour-coded Nest Egg and award entry to the Chicken Trail feature, drop Egg-stra Free Spins or lay an Instant Prize.

But once they’ve tried it, they’ll definitely want to take Triple 7 Jackpot for a spin. This classic slot is dripping in neon action – the Triple 7 feature is always on screen but is locked until a spin lands three Bonus 777 symbols. This unlocks the feature with on spin awarded, giving players a shot at the 500x Jackpot prize. Free Spins are also up for grabs with seven Free Games awarded when three Scatters land in the base game.

Finally, Cat and Mouse Collect is a playful, feature-rich slot built around a simple but engaging Collect mechanic. Players pin the reels, collect up the cheeses and feed the hungry mice until they’re fit to burst. Green plates will serve up an instant prize, Blue will start the wild and wacky Cheese Chase and Red dishes out some feisty Free Spins. With regular feature triggers and plenty of on-reel interaction, it’s designed to keep players engaged from spin to spin without relying on extreme volatility.

What does success in the US look like for S Gaming over the next 12-18 months?

Success for us isn’t about one big hit, it’s about becoming a trusted, widely-distributed supplier in regulated iCasino states. Over the next year we want to significantly expand beyond BetMGM, roll out a steady pipeline of US-optimised titles and build the kind of player data and

operator relationships that let us grow sustainably. If players in New Jersey, Pennsylvania and Michigan are regularly choosing S Gaming titles as part of their core rotation, then we’ll know we’re really breaking into the market.

The post Breaking America with BetMGM appeared first on Americas iGaming & Sports Betting News.

3 Fortune Trees.

Kendoo interview: Can stability be the new innovation?

Published

3 weeks ago

January 19, 2026

Wladimir P.

kendoo-interview:-can-stability-be-the-new-innovation?

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.