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Why Gamification Is Reshaping Online Poker

Published

9 hours ago

August 27, 2025

Reading Time: 5 minutes

Online poker’s not the sleepy mix of static cash tables and rinse-repeat tourney grids it used to be. Business Wire predicts that by 2030, the market will hit $11.4 billion, fuelled by cross-platform play and new competitive formats. But here’s the catch: growth brings noise. And in 2025, grabbing attention is only half the game — keeping it has become just as critical. And we all know that retention is the table you can’t afford to fold.

Over the recent years, gamification has turned into one of poker’s strongest retention plays. When it’s done right, it keeps players around, sparks repeat visits, and forges loyalty. They come back tomorrow, next week, next month — and your competitors can’t pry them away. The idea sounds simple enough — weave in game-style mechanics to make poker richer and more engaging, without killing the skill game underneath.

EvenBet Gaming’s research breaks it into three targets:

Give players more reasons to return.
Make onboarding smooth and rewarding.
Build loyalty with experiences that feel personal, competitive, and worth bragging about.

Churn burns profit. Gamification done right is an infrastructure that breeds loyalty. Done wrong? You’re just another site with flashing badges that no one cares about.

Gamification, Not Gamblification

Before diving into mechanics, it is important to set one thing straight. Gamification boosts engagement — leaderboards that show you who’s climbing, missions that push you to try new formats, achievement badges you actually want to unlock. It challenges players, rewards skill, and deepens the game. “Gamblification” is where it all turns sour. That’s when mechanics push for profit at the expense of player wellbeing — pressure-loop rewards, unclear payout systems, anything designed to keep people clicking long after the fun’s gone. These tactics can backfire, invite regulatory attention, and eat away at players’ trust.

European Gaming Congress 2024 (Warsaw, Poland)

Gamification should make the player-platform bond stronger. It’s open, skill-focused, and it stays within responsible-gaming boundaries. Otherwise, you’re just playing short-term roulette with your long-term survival.

Core Gamification Mechanics in Poker

Here’s the thing — gamification works best when it’s layered, not just thrown on top of the existing game. You’ve still got poker at the centre, but now there’s more to play for. EvenBet Gaming’s toolkit has a bit of everything, with a mix of proven features that operators need to keep players active and returning.

Leaderboards

People like to see where they stand, and a good leaderboard hits that primal “beat the other guy” instinct. Doesn’t matter if it’s hands played, rake pulled, or weird challenges only five people care about. Timeframes can be daily, weekly, or monthly, ensuring fresh challenges and preventing leaderboard fatigue. Players stick around to climb, rivals get personal, and your community gets tighter.

To avoid burnout and excessive gamblification, EvenBet’s customer success department doesn’t recommend creating only leaderboards based on pure game volume. As a flexible tool, leaderboards have a better use for boosting attention to specific game or tournament types (for example, hands played in 5-card Omaha), creating targeted demand.

Missions, Quests, and Challenges

Give a player a target and they’ll chase it. Win with pocket sevens, log 50 games, or try that Sunday knockout tourney — whatever keeps them moving. Segment it: beginners get gentle ramps; grinders chase big targets. Toss in tickets, cash, or even just brag-worthy status bumps — and suddenly, casual play has a storyline. This meta-layer adds structure to casual play, nudging players into consistent engagement.

“Different mission types work specifically on various segments of a poker room audience”, explains Nikita Golodaev, Business Account Manager at EvenBet Gaming. “For example, guided missions targeted to explore poker room features and game types keep new players on the platform and decrease early churn. Soft streaks (3-5 days) encourage regular sessions without burnout”.

Achievements and Badges

First win, first deep run, first time they actually fold kings preflop — badges give players proof they’re climbing. Badges make progress visible, they’re milestones and conversation starters. This visual recognition encourages players to develop their skills and makes long-term goals more tangible.

Progressive Systems

Experience points (XP) and rakeback have always been staples in poker loyalty systems. They’re poker loyalty basics. EvenBet’s Progressive Rakeback with a tiered, time-limited structure turns the game into a race — 6 tiers from Aluminium all the way up to Platinum. Every tier gives you a little more, but fall behind — and you drop. The gamified progression adds urgency, encouraging regular play to maintain or advance the level.

According to Nikita Golodaev, clear and balanced progressive systems work best for projects with an existing core of regular mid-core players: they are already investing significant time into the game and are still tempted by rewards provided in the progressive tracks, unlike VIP and high-stakes players who are more interested in recognition of their status.

Put it together, and you’ve got a cycle: play, check your rank, tick missions, unlock the badge, check the board, eye the next tier. And then do it again tomorrow. It’s sustained engagement without sacrificing poker’s competitive core.

Advanced Applications — Tournaments and Hybrid Formats

Think of tournaments not as one-off events, but as frameworks. They aren’t just a product — they’re an engagement machine. You can hang all sorts of engagement hooks on them — the kind that keep players checking in and keep them motivated from registration to the final hand. Layer in gamification, and you have a retention funnel operators dream about.

Formats with a Twist

EvenBet’s flexible setup allows operators to launch virtually any format: high-GTD marathons, Spin&Go sprints with random multipliers, quick-fire Sit & Gos for casuals, and velvet-rope VIP tables for the whales. Add Mystery Bounty, Progressive Knockout, or Multi-flight qualifiers, and you’ve got unpredictability on tap. Which means the game always stays interesting.

Linking Tournaments to Gamification Layers

Hybrid play is where tournaments meet missions, leaderboards, and badges:

“Climb the Ladder” challenges that pay points for each event played.
Leaderboards stretching over weeks and sparking long grinds.
Achievements for milestones like “Final Table Three Times in a Week” or “Knock Out 10 Players in a PKO.”

This crossover keeps casual players chasing goals and competitive players grinding for prestige — all while strengthening retention loops. When you nail it, tournaments become recurring, gamified events that handle acquisition, retention, and loyalty in one package.

Why It Works for Operators

Gamification in online poker is not just a UX add-on — it moves numbers if done properly.

Retention and monetisation: longer sessions, more logins, bigger rake, and better LTV. Plus, new players convert faster when there’s a mission to chase.
Skill development: challenges teach strategy, confidence, and adaptability without feeling like homework.
Audience segmentation: freerolls for newbies, high-stakes bounties for veterans. You serve each player just the right challenge without losing focus.

Risks and Implementation Challenges

Gamification’s upside is clear — but mess it up, and it quickly becomes a liability. When these risks are managed, gamification pays off big time. Treat it with respect and care like a strategy, not a shortcut or gimmick.

Over-Gamification
Stack too many overlapping mechanics, and the gaming experience turns into a mess. Players get overwhelmed, quit the game altogether, or even fall into unhealthy patterns. The balance is in adding enough variety to motivate, without creating constant pressure to act. It’s a fine line between motivation and overload.

Regulatory Compliance
Operating inside responsible gaming guidelines is a must. Rewards should be transparent, achievable, and not designed to exploit compulsive tendencies. As noted by Dmitry Starostenkov, regulators are increasingly wary of features that blur the lines between skill-building and pushing players too hard.

Technical Complexity
Integration has to be smooth. If missions lag, leaderboards glitch, progression breaks, or interfere with core poker gameplay, this erodes trust. EvenBet’s modular system gives control, but operators still need rigorous testing, UX tweaks, and performance checks.

Building Gamification That Lasts

When done right, gamification in online poker isn’t just bells and whistles. It’s a full-on retention driver. Mix leaderboards, missions, badges, and tiered rewards right into the core game, and you create a cycle that hooks players, grows skill, and boosts revenue.

The winning formula is balance: enough variety to keep things fresh. Clarity so players aren’t guessing. Responsibility so the game stays ethical. Data-driven personalisation ensures that every segment — from first-timers to VIP grinders — finds a reason to return.

Our research at EvenBet Gaming is clear: sustainable gamification is a long game. Set measurable goals and transparent rewards, enhance the poker spirit — never overshadow it. Attention is the rarest currency these days. Platforms that get this balance don’t just hold players — they win the loyalty battle.

The post Why Gamification Is Reshaping Online Poker appeared first on European Gaming Industry News.

Latest News

Where B2B Marketing Stumbles

Published

5 hours ago

August 27, 2025

Wladimir P.

Reading Time: 3 minutes

Marketing in B2B is like a midfielder in football: it’s supposed to cover the whole field and only occasionally push forward. Meanwhile, all the glory rightfully goes to the strikers, while our role is to reliably back the team.

Still, remove marketing from any business, and you’ll immediately recall Stewart Britt’s line about winking at a girl in the dark. Working without marketing today means being unarmed and invisible in the sea of offers and background noise that’s only getting harder to cut through.

Today, we’re celebrating Trueplay’s 7th anniversary — and as a small but meaningful gift, our marketing team would like to offer a bit of striptease and self-flagellation by offering fixes for some of the most common mistakes marketing teams make.

Clear your meeting calendar

Let’s start with a universal pain point for remote-era businesses: weeding through online meetings. Endless regular calls — with or without a clear purpose — fill up the day and ruthlessly devour your time.

Our conclusion: meet only when the issue cannot be solved in writing. Video calls are great for fast, efficient status updates, but become a protracted torture when the only reason is “just to have a call.”

We’re not denying the value of human connection — even through Google Meet — but add this to your calendar: meet only with purpose.

Work together — validate your ideas

Important decisions should always be made collectively, with all relevant perspectives taken into account. To execute any process — especially one that impacts the company’s success — you need a complementary team.

Only in fairytales or propaganda do people unanimously accept top-down decisions. In reality, any idea — especially a creative one — will have both supporters and critics. That’s why you need to build processes where important decisions are validated collectively.

If you’re launching a new website, building a key campaign, or preparing for a major expo — take the time to gather all the department heads around the (virtual) table, especially Sales. Run the idea by them and give them a heads-up about what’s coming.

One of the most common mistakes marketing teams make is leveraging their authority to impose changes: “This is how we’re doing things now.” But if the rest of the team doesn’t support your idea — at least tacitly — failure is almost guaranteed.

It reminds us of a brilliant example from Ichak Adizes, who once visited a shoe factory. Taking aside a factory worker, he discovered how employees responded to unpopular management decisions. They didn’t argue or complain — they simply packed mismatched shoe sizes into the same box and sent them to stores.

Just imagine: marketers, managers, and strategy consultants working around the clock to design company-wide strategies — and a few disengaged people silently undo it all by refusing to cooperate.

Leave time for execution

Marketers love ideas. But even the best concept can fall apart due to a lack of time, budget, or resources.

We’ve held pure gold in our hands — ideas that could’ve flown. But when it came to execution, we stalled. You never know where the problem will arise: a legal nuance, a burning deadline, or a system that simply isn’t ready.

So always build in time. Don’t rush. Remember that cycles repeat — if it didn’t work now, you can always return later with stronger preparation.

Test the product

Even if no one expects it from you — use your market knowledge to help improve the product. Talk to clients. Validate hypotheses early. Stay in touch with the market. Share your insights with the product team.

The worst service you can provide is silent acceptance. You’re not paid to promote anything blindly — you’re here to make products and services better.

Watch your costs

Prices always go up. Invoices from contractors, expo fees, event costs — they’ll all increase each year. That means you must constantly monitor the budget and plan for risks.

To stay ready for tough negotiations — research the market, look for alternatives, check out new vendors. A shark dies if it stops swimming.

Keep your eyes open

Marketing is a 24/7 job. You’re always learning — no matter the field. Every brilliant campaign, viral case, or breakthrough idea is your teacher.

Read the news. Follow innovation and creativity channels. Feed your brain with inspiration. Your superpower is insight, intuition, and ideas. And they can come from anywhere.

Remember your role

Marketing is the company’s radar. Its navigation system. Its sails. You’re always where it’s loud and messy. Your job is to make the company seen, to build the brand. It’s a serious responsibility.

And yes, product creators often get the credit — and that’s fair. But remember: you shape the packaging. And packaging makes things desirable.

That’s your work.
That’s your win.

The post Where B2B Marketing Stumbles appeared first on European Gaming Industry News.

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BET9JA BACK BOXING WITH BALMORAL GROUP PROMOTIONS SPONSORSHIP

Published

6 hours ago

August 27, 2025

Wladimir P.

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Reading Time: 3 minutes

Bet9ja, Nigeria’s premier sportsbook and gaming platform, today announced a landmark multi-year, multi-fight sponsorship partnership with Balmoral Group Promotions, aimed at elevating Nigerian boxing to new heights both domestically and on the global stage. This strategic alliance underscores Bet9ja’s commitment to fostering Nigerian talent, building the sport’s profile, and creating unforgettable moments of national pride through high-profile events that showcase emerging stars and deliver thrilling action to fans worldwide.

The partnership will kick off with a historic night of boxing titled “Chaos In The Ring” on Nigerian Independence Day, October 1, 2025, at the Mobolaji Johnson Arena in Lagos. Headlined by a highly anticipated cruiserweight clash between American contender Brandon Glanton (20-3, 17 KOs) and former WBA super middleweight champion Rocky Fielding (30-3, 18 KOs) from Liverpool, the event has already captured global attention for its narrative and star power. Glanton, seeking redemption after his loss to British former World Champion Chris Billam-Smith, will face Fielding in what promises to be an explosive main event. The card also features notable bouts including former IBF lightweight champion Richard Commey versus Shiloh Defreitas, and appearances by rising talents like Dan Azeez, further highlighting Nigeria’s growing presence in international boxing.

This inaugural event is presented in collaboration with legendary former world champion Amir Khan and his AK Promotions, alongside support from the National Sports Commission of Nigeria. Broadcast live on DAZN, “Chaos In The Ring” will not only celebrate Nigeria’s independence but also serve as a platform to inspire the next generation of boxers, with a focus on community engagement, talent development, and global storytelling through exclusive content series.

Building on its recent foray into boxing, Bet9ja draws inspiration from its successful sponsorship of British-Nigerian heavyweight sensation Moses Itauma, announced in August 2025. As part of that deal, Itauma, an unbeaten prospect with 12 professional wins (10 by knockout) and holder of the WBO Intercontinental and WBA International titles, served as a Bet9ja brand ambassador during his high-profile knockout victory over Dillian Whyte in Saudi Arabia. The partnership featured Bet9ja’s branding on Itauma’s training gear, ringside apparel, and exclusive digital content under the “#CatchTheBoom” campaign, amplifying Nigeria’s pride and global visibility. This experience has fueled Bet9ja’s ambition to further invest in boxing, with the Balmoral partnership set to replicate and expand this model to nurture more Nigerian stars and iconic moments.

Jennifer Olatunji, Senior Marketing Manager of Bet9ja said: “Bet9ja is proud to back Nigerian boxing through this transformative partnership with Balmoral Group Promotions. Our shared vision is to shine a spotlight on the incredible grit and talent within our nation, building future stars and delivering some of Nigeria’s most proud and publicized sporting nights. Starting with this Independence Day spectacle, we are committed to growing the sport’s ecosystem, creating opportunities for athletes, and engaging fans in ways that resonate both at home and abroad.”

Dr. Ezekiel Adamu, CEO of Balmoral Group Promotions, added: “This multi-year sponsorship from Bet9ja is a game-changer for Nigerian boxing. Together with AK Promotions and Amir Khan, we’re not just hosting fights – we’re building hope, uniting communities, and positioning Nigeria as a powerhouse in the global boxing arena. October 1st will be a night to remember, marking the dawn of a new era for our sport.”

Amir Khan, CEO of AK Promotions and former unified light-welterweight world champion, said: “I’m thrilled to partner with Balmoral Group Promotions and now Bet9ja to bring world-class boxing to Nigeria. This event on Independence Day will showcase incredible talent and draw eyes from around the world, helping to develop the stars of tomorrow and create lasting legacies for the country.”

As part of the sponsorship, Bet9ja will provide branding visibility across events, exclusive digital content, fan engagement initiatives, and support for grassroots boxing programs to nurture young talent. This collaboration builds on Bet9ja’s growing involvement in combat sports, following its recent ambassadorship with rising heavyweight star Moses Itauma.

The post BET9JA BACK BOXING WITH BALMORAL GROUP PROMOTIONS SPONSORSHIP appeared first on European Gaming Industry News.

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Vixio Releases 2025 Gaming Supplier Survey Highlighting Increasing Regulatory Scrutiny

Published

6 hours ago

August 27, 2025

Wladimir P.

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Reading Time: 3 minutes

Vixio, a leading provider of regulatory intelligence solutions, has released the findings of its 2025 Gaming Supplier Survey, analysing the views of leading executives with gambling suppliers on topics such as artificial intelligence (AI), responsible gaming and technical compliance.

Findings of the Vixio survey are being released today ahead of the Global Gaming Suppliers Seminar being hosted later today in Las Vegas by Vixio and the Association of Gaming Equipment Manufacturers (AGEM), the leading international trade association representing the interests of gaming equipment suppliers.

The Vixio Gaming Supplier Survey reveals that suppliers expect to face increased scrutiny from regulators who are becoming more knowledgeable about suppliers’ impact on the global online gambling ecosystem. This heightened awareness underscores the need for suppliers to implement robust, technology-enabled solutions and establish clear internal frameworks and company policies for compliance.

James Kilsby, Chief Analyst for Vixio, said: “The Gaming Supplier Survey underscores the increased regulatory burdens falling on online gambling suppliers as more European jurisdictions introduce specific B2B licensing regimes and regulators scrutinise how illegal, offshore sites are being supported. In addition, regulation of iGaming is spreading to new parts of the world and suppliers are grappling with an increasingly diverse set of technical compliance rules and other regulatory restrictions, as they seek to capitalise on these exciting growth opportunities.”

The compliance pressure is not just coming from the regulators: 75% of suppliers surveyed agree that operators are increasingly pressuring suppliers to remain compliant as well.

Suppliers Facing Choice Between Regulated and Grey Markets

Industry executives believe that within the next five years, online gambling suppliers will need to make more definitive choices between serving exclusively licensed and regulated markets or those with a more ambiguous legal status.

Latin America and North America were identified as regions poised to offer the most significant commercial growth opportunities for suppliers in the coming years. Additionally, the Africa/Middle-East region, particularly the United Arab Emirates, presents a substantial yet uncertain opportunity.

Technical Compliance Requirements Becoming Increasingly Diverse

Technical compliance challenges were also highlighted through the survey, with 90% of respondents agreeing that technical or product compliance requirements are becoming increasingly diverse across regulated markets, and this trend is only likely to accelerate over the next five years. To address these challenges, Vixio has launched a dedicated Technical Compliance Tool, the online gambling industry’s first one-stop solution for navigating technical compliance requirements. It consolidates full coverage of all technical compliance requirements across multiple jurisdictions and covers a comprehensive set of modules for suppliers.

AI Poses an Opportunity, But Not a Magic Bullet

The survey also highlights the transformative potential of AI in the online gambling industry, including potential applications in game design, personalized RG tools and financial reporting.

However, 58% of surveyed executives say the adoption and benefits of AI are expected to be limited by the pace at which regulators and lawmakers understand and address the technology over the next three to five years.