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.
International Game Technology has won seven awards at the 2025 EKG Slot Awards Show. The EKG Slot Awards Show is a performance-based, annual programme produced by Eilers & Krejcik Gaming (EKG) that recognizes excellence in slot game development in the casino gaming industry. IGT won the most awards of any gaming industry supplier, taking home trophies for seven of the program’s 25 categories.
IGT won the following categories at the 2025 EKG Slot Awards Show:
• Top Performing NEW Premium Game: Tiger and Dragon Cash on Reels
• Most Innovative Land-Based Game: Tiger and Dragon Cash on Reels
• Top Performing 3rd Party IP Branded Game: Whitney Houston Slots
• Top Performing Game – EMEA: Magic Treasures Dragon
• Top Performing NEW Video Poker/Keno Game: Mega Hot Poker
• Top Performing NEW Online Table Game: Blackjack Poker & Pairs Surrender
• Best Overall Supplier of Online Content: IGT PlayDigital
“IGT winning seven awards at the 2025 EKG Slot Awards Show is a significant achievement that speaks to our performance momentum across multiple product categories and the immense talent and dedication of IGT employees worldwide. We look forward to continuing to help our customers benefit from these strong IGT themes in 2025 and beyond via follow-up games for Tiger and Dragon, Whitney Houston Slots, Magic Treasures and Mega Hot Poker,” said Nick Khin, IGT President, Global Gaming.
“It was exciting to see IGT PlayDigital honored at the 2025 EKG Slot Awards Show in the most esteemed iGaming category, ‘Best Overall Supplier of Online Content,’ and recognized with the ‘Top Performing NEW Online Table Game’ award for Blackjack Poker & Pairs Surrender. Developing and delivering market-leading content and performance tools is a cornerstone of IGT PlayDigital’s strategy and I wish to congratulate the entire team on these remarkable accomplishments,” said Gil Rotem, IGT PlayDigital President.
The post IGT Wins Seven Awards at the 2025 EKG Slot Awards Show appeared first on European Gaming Industry News.
AskGamblers hits a new milestone by surpassing 700,000 registered members on the website. Since 2006, AskGamblers provides accurate and reliable information on online casinos, sportsbooks, bonuses and more, with the motto Get the Truth. Then Play.
The website has grown, but not only in numbers. In 2024, AskGamblers introduced a comprehensive sports betting section where users can access sportsbook reviews, live scores, odds calculators and find exclusive deals.
Additionally, AskGamblers hosts the annual AskGamblers Awards, a prestigious event where players can nominate and vote for their favourites in four categories: Best Casino, Best New Casino, Best New Slot and Best Sportsbook, but six additional industry awards are handed out during the gala ceremony.
Dijana Radunović, General Manager at AskGamblers, said: “Reaching the milestone of 700,000 registered players is remarkable. It’s great to see new players coming in daily, but the fact that they remain active is what’s truly special!”
The post AskGamblers Surpasses 700,000 Registered Members appeared first on European Gaming Industry News.
Irina Rusimova, Amusnet’s Chief Commercial Officer, gave a video interview at ICE Barcelona 2025, the premier iGaming event, sharing insights on the company’s business priorities and future strategic vision. The event provided an ideal platform for Amusnet to showcase its latest innovations and set the tone for the year ahead. With a strong presence across the Online Casino, Live Casino, and Land-Based verticals, the company reaffirmed its position as a leading all-casino solutions provider.
“In 2025, our strategic focus remains on expanding in key markets across Europe and Latin America. Our teams in Greece, Spain, the Netherlands, Croatia, Malta, Belgium, Italy, Romania, Georgia, Serbia, and LATAM will continue working closely with partners to deliver tailored content that meets regional player preferences,” said Irina Rusimova.
“We started the year strong with our successful launch in Brazil, certifying over 160 games and becoming one of the first providers in the newly regulated market. We aim to deepen our market position by offering localized content and collaborating with local operators.
“We will continue reinforcing our relationships with international partners to ensure Amusnet’s games reach diverse audiences worldwide.”
As part of its strategic expansion into LATAM, Amusnet participates as a Headline Platinum Sponsor at SBC Rio from February 25 to 27 at stand B680. The company will showcase popular slots such as 20 Golden Coins, Candy Palace, Cocktail Rush, and Hot Deco, along with new titles like Stoichkov #8, Cavemen & Dinosaurs, and Dancing Dead. It will also unveil new jackpot systems and promotional tools designed to boost player engagement. Attendees can explore Type S, Amusnet’s first-ever slot cabinet series, crafted to meet the highest standards of the global land-based casino industry, and discover Crazy Red, a highly anticipated cascade slot featuring the “tumbling reels” mechanic, vibrant characters and exciting features.
The post Amusnet CCO Irina Rusimova Unveils 2025 Business Strategy and Vision appeared first on European Gaming Industry News.
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