Industry News

The science of gamification

Published

6 years ago

January 23, 2020

Andy Sekula, Head of Games at Kalamba Games talks about the science of gamification

Gamification is a term coined in the early noughties and is typically understood to be the application of gaming mechanics to non-gaming situations. For the online casino industry, however, the term can represent any gaming mechanic outside of the core game. For suppliers, gamification tools have become essential components of game design over the last few years. Endless time has been spent on trying to create the next big thing and improving the application of gamification tools in order to increase acquisition and retention rates, as well as the longevity of a title.

The traditional definition of gamification describes a science that aims to maximise enjoyment and engagement while motivating people to learn by using game elements. Dozens of books have been written about the topic exploring how the brain reacts to gaming components such as leaderboards, levels and progress bars in a learning environment. Simply put, when you achieve something, dopamine is released, lighting up your brain’s reward centre and encouraging you to do it again. This reaction is what makes gamification tools so effective across multiple industries, from language teaching and fitness apps, making it more fun to achieve your goals.

At Kalamba, we consider most of our game mechanics – certainly anything with RTP directly attached – as being core to the game play experience and not gamified layers ‘on top’. However, we have introduced certain elements such as missions and achievements which look to extend the gameplay beyond that of a classic slot. By maintaining player advances in our missions or other in-game progression features, players can always return to where they left off and continue to strive for their goal. This has delivered substantial improvements in player engagement and retention within our titles.

However, as players get used to the existing gamification offering, they will soon start demanding more, especially as technology advances. So how do we ensure we fully utilise the science of gamification in the gambling industry as we look at developing these tools in the future?

We believe that operators and suppliers could work better together in sharing data to get a better picture of player preference. Operators have a lot of information that suppliers don’t have access to, and vice versa, that could assist in the development process of a new title. Knowing your player and what makes them tick is key and with more data, we can improve the gamification tools offered in a game.

One thing that we believe is currently under-utilised in the industry is the possibility of adjusting the player experience to better match player preferences. The current offering is very much ‘one-size fits all’, but with the technology currently available we will soon be able to dynamically segment players and better cater to their individual requirements.

We also think there are still many things to be learned from social gaming. One concept which has not yet been developed to full potential, for example, is building engagement meta layers within a supplier’s entire portfolio. This means adding another gamification layer buy introducing achievements and missions that are connected between different titles offered by a supplier. Meta layers somewhat resemble the way players help Super Mario on his quest through different levels and worlds to save the princess in Nintendo’s super hit. Including portfolio-wide features would greatly enhance the time spent on each session and ensure players come back to complete their missions.

In our view, gamification is not just a buzzword in the industry but will continue to be an important tool as the casino game sector evolves. Focusing on improving these layers of gamification will no doubt be on the top of our agenda in 2020 and beyond.

AGA

AGA Announces Gaming Hall of Fame Class of 2026

Published

1 day ago

July 10, 2026

GamingAmericas.com

aga-announces-gaming-hall-of-fame-class-of-2026

The American Gaming Association (AGA) announced the Gaming Hall of Fame Class of 2026, recognizing four individuals whose careers have profoundly shaped the legal gaming industry:

• Holly Gagnon, Board Member, Bragg Gaming Group

• Bill G. Lance, Jr., Secretary of State, Chickasaw Nation

• Scott Olive, Principal & Founder, HRG Studios

• Timothy J. “Tim” Wilmott, Retired Chief Executive Officer, PENN Entertainment

“The Gaming Hall of Fame recognizes the individuals whose vision, innovation, and dedication have helped shape today’s legal gaming industry. Holly, Bill, Scott, and Tim have each left a lasting mark through decades of service and leadership. Their contributions have set a high standard for those who follow,” said AGA President and CEO Bill Miller.

“This year’s inductees reflect the remarkable breadth of the gaming industry – from commercial and tribal gaming operators to suppliers. Each of them has helped advance gaming in significant ways, and we’re proud to welcome them to the Gaming Hall of Fame,” said AGA Chairman Lou Jacobs.

Since 1989, the Gaming Hall of Fame has celebrated the achievements of industry legends who have driven the commercial and tribal gaming industry forward. The Class of 2026 will be formally inducted at an invitation-only ceremony during the Global Gaming Expo (G2E) in Las Vegas this fall.

This year’s selection committee members include:

• Eric Schippers, SVP, Public Affairs & Government Relations, PENN Entertainment Inc.

• Mark Fulton, President, Cherokee Nation Entertainment

• Trevor Croker, CEO & Managing Director, Aristocrat Technologies

• Sherri Sosa, SVP, Human Resources, Hard Rock Las Vegas Hotel & Casino

• Mark Lipparelli, Chairman Emeritus, International Center for Responsible Gaming

• Kirsten Clark, Executive Director, IAGA

• Siobhan Lane, Executive Vice President & Chief Executive Officer, Gaming, Light & Wonder; Chair, Global Gaming Women

• Dr. Brett Abarbanel, Executive Director, UNLV International Gaming Institute

• Lou Jacobs, Co-CEO, Delaware North; Chairman, AGA

About the 2026 Inductees:

Holly Gagnon, Board Member, Bragg Gaming Group

Holly began her 34-year gaming career on the opening team of Foxwoods Resort Casino in 1992, at the birth of modern tribal gaming in America. She went on to hold senior financial and operational roles at Caesars Entertainment and MGM Resorts International before serving as President and CEO of Pearl River Resort, CEO of Chumash Enterprises for the Santa Ynez Band of Chumash Indians, and CEO of Seneca Gaming Corporation for the Seneca Nation of Indians. Named NAFOA Executive of the Year in 2016, Gagnon is a recognized champion of tribal economic development. As a founding member of Global Gaming Women and Distinguished Fellow at the UNLV International Gaming Institute, she has helped develop more than 300 gaming executives. She currently serves as a board member of Bragg Gaming Group.

Bill G. Lance, Jr., Secretary of State, Chickasaw Nation

Bill has served the Chickasaw Nation for decades in senior leadership roles spanning commerce, healthcare, and governance. As Secretary of Commerce for more than thirteen years, he oversaw more than 60 gaming, hospitality, retail, media, manufacturing, and tourism businesses employing approximately 7000 people. He also served as Administrator of the Chickasaw Nation Health System, overseeing construction of the 370,000-square-foot Chickasaw Nation Medical Center in Ada, Oklahoma. Lance currently serves as Secretary of State, representing the Chickasaw Nation in civic, business, and governance capacities.

Scott Olive, Principal & Founder, HRG Studios

Scott is one of the most influential game designers in the history of the slot machine industry. His career spans more than three decades, beginning at Aristocrat Gaming in 1997, where he helped drive the adoption of penny and Australian-style slots in U.S. gaming markets. After co-founding True Blue Gaming in 2007, Olive established HRG Studios in 2012, where he went on to create some of the most commercially successful slot titles ever produced.

Timothy J. “Tim” Wilmott, Retired Chief Executive Officer, PENN Entertainment

Tim spent more than three decades as one of the gaming industry’s most respected operational leaders. He served as Chief Executive Officer of Penn National Gaming from 2013 until his retirement in 2019, having previously served as President and Chief Operating Officer from 2008 to 2013. Before joining Penn National, Wilmott served as Chief Operating Officer of Harrah’s Entertainment and Division President of its Eastern Division, holding a series of leadership positions at Harrah’s properties dating back to 1988.

The post AGA Announces Gaming Hall of Fame Class of 2026 appeared first on Americas iGaming & Sports Betting News.

Industry News

Wazdan schedules three-stage Network Promotion campaign for summer

Published

2 weeks ago

June 26, 2026

Wladimir P.

wazdan-schedules-three-stage-network-promotion-campaign-for-summer

The operator-facing series runs 29 June to 13 September and uses Mystery Drop and Mystery Multiplier Drop mechanics.

Wazdan will launch a summer-long Network Promotion series for partner casinos, running from 29th June to 13th September. The campaign is structured in three stages with breaks between each phase.

The promotion will use Wazdan’s Mystery Drop and Mystery Multiplier Drop mechanics. The supplier said the programme is designed to be easy for operators to activate and will be supported with marketing materials, including promotional assets, brochures and newsletter content for partners to use across their own channels.

Alongside the promotion, Wazdan has a summer content roadmap with three slot releases scheduled: Mighty Hot: Amazonia (30th June), Magic Fruit$: Cherries (30th July) and Mighty Crown: Empire of Gold (6th August).

Radka Bacheva, Head of Sales and Business Development at Wazdan, said: “Summer presents a valuable opportunity for operators to keep engagement levels high, and this promotion has been designed to deliver exactly that through Wazdan’s proven promotional tools.

“Combined with our upcoming game releases, we are excited to offer partners a strong seasonal campaign with plenty of player appeal.”

The post Wazdan schedules three-stage Network Promotion campaign for summer appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Casino Content

ICONIC21 launches Football Cup-branded casino games and debut network tournament

Published

3 weeks ago

June 22, 2026

Wladimir P.

iconic21-launches-football-cup-branded-casino-games-and-debut-network-tournament

ICONIC21 has rolled out three limited-edition Football Cup-branded casino games and launched its first network tournament, ICONIC Showdown Football Cup, running from 9th of July to 19th of July.

The new titles are Football Cup Roulette, Football Cup Blackjack 360, and Football Cup Gravity Blackjack. ICONIC21 said the releases showcase different customisation approaches, including green screen production for the roulette environment and an updated visual rebrand for its RNG blackjack table.

For Football Cup Gravity Blackjack, ICONIC21 said it used its latest LED technology and applied the Gravity Series multiplier mechanic, with a custom felt, a football gate, and bespoke 3D-printed decorations.

Alongside the three new games, ICONIC21 pointed to its previously launched slot Soccer World Championship, plus The Kickoff and Top Card, which it said received football-season branding and UI/UX updates.

The ICONIC Showdown Football Cup tournament covers 11 games in total and is positioned around the quarter finals, semi-finals and final period. ICONIC21 said 1,000 winners will share a €50,000 prize pool, and operators can enroll via their account manager or by contacting the company directly.

Edvardas Sadovskis, Chief Product Officer at ICONIC21, said:

“What I’m most proud of with this project is the turnaround. We built three fully branded, technically distinct games, enhanced existing ones with promotional branding, and launched our first-ever network tournament around them, all timed to coincide with peak player interest and traffic.

That kind of speed doesn’t happen by accident, it reflects how this team works. ICONIC Showdown is a meaningful first step for us as a provider, and launching it during the Football Cup, with this much energy around the game, feels like the right way to do it. We’re genuinely excited to see how the leaderboard shapes up and even more excited for the finals.”

The post ICONIC21 launches Football Cup-branded casino games and debut network tournament appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.