Industry News
The science of gamification
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.
Accel Entertainment
Accel Entertainment Eyes Growth in Chicago’s New VGT Market
Accel Entertainment is assessing the feasibility of expanding its distributed gaming operations into Chicago, following reports that the city may soon allow Video Gaming Terminals (VGTs) in licensed establishments.
The City Council Office of Financial Analysis (COFA) has estimated that the proposed framework for VGTs could generate approximately $64 million in incremental annual tax revenue for the City of Chicago. Based on existing legislative revenue splits, and further stated in the COFA’s analysis, these estimates suggest a total annual Chicago VGT gross gaming revenue (GGR) of $1B incremental to the existing $3B generated in the rest of the state, once fully implemented, which they note in their analysis may take up to 10 years based on previous studies. VGT operators currently receive a statutory split of GGR equal to 32.04% which would translate into approximately $320 million of expected incremental Net Terminal Income for the licensed VGT operator community operating in Chicago.
The Company expects that a Chicago VGT market could begin generating revenue for Accel as early as the third or fourth quarter of 2026, following completion of the legislative, regulatory, and implementation processes, with a gradual ramp-up toward steady-state performance over time.
From a capital deployment perspective, Accel believes it is well positioned to leverage its strong balance sheet, existing fixed operating infrastructure, route management capabilities, and fixed asset base to capitalize on opportunities in a Chicago VGT market, subject to customer acquisition rates and final regulatory requirements.
In anticipation of the finalization of Chicago’s VGT regulatory and operating framework, Accel will continue to assess its capital deployment strategy for Accel’s expected participation in a Chicago VGT market, including ramp timing, and marginal costs to service new accounts.
Accel will continue to monitor developments closely and plans to update the investor community as appropriate as the regulatory and operating framework emerge.
The post Accel Entertainment Eyes Growth in Chicago’s New VGT Market appeared first on Americas iGaming & Sports Betting News.
Dan Connors
Pavilion Payments Appoints Diallo Gordon as CEO
Pavilion Payments has appointed Diallo Gordon as its Chief Executive Officer, effective January 1, 2026. Gordon’s appointment follows a successful 2025, during which the company strengthened operational execution, advanced key initiatives, and expanded customer relationships. Pavilion Payments enters 2026 with strong momentum and an aligned leadership team supporting Gordon in his new role.
Dan Connors, who has served as CEO since April 2024, has transitioned to the role of Executive Chairman. In this position, he will continue to support Pavilion Payments’ long-term strategy, customer relationships, and corporate development priorities while working closely with Gordon and the senior leadership team.
Gordon joined Pavilion Payments in January 2025 as President, bringing nearly 30 years of leadership experience across innovation, technology, defense, gaming, and payments. He has held roles at Passport Technology, Phi Gaming, Everi Holdings, Aristocrat Technologies, and the Mississippi Gaming Commission, and earlier served in the US Air Force supporting space and weapons research for the Department of Defense, NASA, and NATO.
At Pavilion Payments, Gordon has overseen sales, marketing, product strategy, and innovation. In his first year with the company, he played a key role in accelerating development initiatives, enhancing operational performance, and strengthening organizational alignment. As CEO, he will continue to drive growth, deepen operator partnerships, and guide Pavilion Payments’ strategic direction across the gaming ecosystem.
“Diallo is an extraordinarily talented executive and one of the finest leaders I have worked with. His deep industry knowledge, engineering background, customer-first mindset, and passion for innovation make him uniquely suited to lead Pavilion Payments forward. We accomplished a great deal in 2025, and I have complete confidence in Diallo and the strong leadership team supporting him as we enter 2026,” said Dan Connors, Executive Chairman of Pavilion Payments.
“I am honored to serve as CEO of Pavilion Payments. We have a world-class team, a strong foundation, and a shared commitment to delivering exceptional experiences for our customers and their patrons. After a successful 2025, we are well-positioned for 2026, and I look forward to continuing our work together to advance Pavilion’s leadership in the gaming payments ecosystem,” said Diallo Gordon.
The post Pavilion Payments Appoints Diallo Gordon as CEO appeared first on Americas iGaming & Sports Betting News.
5W
5WPR Expands Gambling and Gaming PR and Digital Marketing Services Ahead of 2026
5W, one of the largest independently owned PR firms in the US, announced the expansion of its gambling PR and digital marketing services, helping iGaming operators, sports betting platforms, casinos, esports brands, and gaming studios prepare for the year ahead. The enhanced offering is designed to elevate brand visibility, build trust with players and partners, and drive measurable growth as the industry enters 2026.
5W provides integrated PR, digital marketing, and online reputation management solutions, including media relations, influencer partnerships, content creation, SEO, social campaigns, email marketing, event promotion, and crisis communications. For digital-first strategies, digital PR ensures brands reach the right audiences while strengthening credibility across search and social platforms.
“Our expanded gambling and gaming PR and digital marketing services are designed to help brands enter 2026 with momentum. By integrating PR, digital marketing, and reputation management, we help clients stand out, connect with audiences, and build trust that drives growth for the year ahead,” said Ronn Torossian, Founder & Chairman of 5W.
This expansion underscores 5W’s commitment to delivering results-driven communications and digital marketing solutions for high-growth and established brands in gambling, gaming, and esports.
The post 5WPR Expands Gambling and Gaming PR and Digital Marketing Services Ahead of 2026 appeared first on Americas iGaming & Sports Betting News.
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