The Soul of Player Retention in Casino Games: A Nuxclusive Talk With 7Mojos
Ask any iGaming operator what matters most in 2025, and the answer is player loyalty. The soul of lasting retention in online casino software comes from games that surprise, perform flawlessly, and speak the player’s language.
“Most new online casino games are just wearing different costumes.” That’s the bold truth from 7Mojos — and iGaming operators know it all too well. A new coat of paint doesn’t make it a new game. The reality is, modern players want to feel something new when discovering a fresh title, something that truly adds value.
In this Nuxclusive talk, Yuliia Soroka, Provider Manager at NuxGame, speaks with Ralitsa Kovacheva, Account Manager at 7Mojos, about the foundation of casino game retention, the growing power of niche formats, and how the right online casino API boosts retention with culturally adapted titles.
Yuliia: Let’s start with the big one: the ongoing tension between innovation and reliability in real-money casino games. What’s your philosophy?
Ralitsa: Innovation is way too often superficial but it’s reliability that’s fundamental. You can wow players with a breathtaking new roulette twist, but if the stream buffers or the cards glitch, the magic is gone. Our philosophy is: impress them with creativity, but hold them with trust. We believe that a casino game must feel as captivating as Vegas and perform as reliably as a Swiss watch.
Yuliia: That’s such a powerful example: Vegas feel, Swiss reliability. But many “new” games these days still feel oddly familiar. Why do you think that is?
Ralitsa: Because too often what’s presented as a “new game” is merely a costume change. A blackjack side bet gets a new name, or a roulette table gets a fresh color scheme… Let’s call it what it is — repackaging. True innovation is deeper, it’s when a player feels something new in their gut: a bet they’ve never considered, a way the dealer engages them, or a mechanic that makes them lean forward. It’s that subtle detail that truly strengthens a live casino. Long story short, innovation is beyond the surface: it’s depth.
Yuliia: Totally, and true honest-to-God innovation is something that can only be felt. But here’s the real challenge: how do you balance entertainment with monetization at 7Mojos?
Ralitsa: That’s where the industry often stumbles. It’s easier to track numbers than feelings, so monetization often takes the lead. But lasting retention and revenue only come when players are genuinely entertained. The truth is, both entertainment and monetization need each other. Operators can’t invest in new content without strong monetization, while players won’t generate revenue without true entertainment. The vital mission for game developers is to create with both these priorities in mind.
Yuliia: And that balance is exactly what operators are chasing. What are their top demands for 2025?
Ralitsa: Three things: local flavor, standout content, and mobile perfection. They want Andar Bahar that feels authentically Indian, blackjack that feels cinematic, and they want it smooth as silk on mobile. Of course, compliance and uptime are paramount — but what wins hearts is content that sparks conversation and loyalty. That’s why working with a strong online casino aggregator like NuxGame is of great importance. It gives operators fast access to localized formats and one-of-a-kind titles without wasting their time dealing with multiple vendors.
Yuliia: Speaking of winning hearts… When it comes to trendsetting, who calls the shots: operators or players?
Ralitsa: Operators are the gatekeepers, but players are the judges. You can promote a shiny new format, but if players don’t return to it, the verdict is in. It’s operators who set the stage, but when it comes to deciding if the show must go, players hold the power. Without their pull, no trend ever lasts long.
Yuliia: And it sounds like players are pulling hard toward more niche content. Is that just a trend, or the new standard?
Ralitsa: It’s the new mainstream. Players want games that reflect their culture and playing habits. That’s why such formats as Teen Patti in India or Turkish Roulette in Europe are so popular. Now that endless roulette clones are everywhere, niche content is the ace up an operator’s sleeve, showing players: this casino gets you. With that said, localization is the closest thing to a retention guarantee.
