Nuxclusive Dialogue With Evoplay on Retention Through Game Mechanics and Design
Player acquisition is getting more expensive, but loyalty keeps the business alive. That’s why retention has become the vital metric in online casino software, powered by mechanics, creativity, and technology working together.
In this Nuxclusive dialogue, Bar Konson, Chief Business Development Officer at NuxGame, speaks with Alex Malchenko, Head of Sales at Evoplay, about the features that take engagement to a higher level, discuss how tight rules inspire new ideas, and cover why the right online casino API is central to sustainable retention.
Bar: Let’s start where every game’s future is decided (after the first impression). So when the “wow factor” of a new title wears off, what really keeps players engaged?
Alex: Some mechanics never go out of style: tournaments, jackpots, free spins, quests. They remain reliable anchors. Tournaments in particular are consistently popular. They’re simple, competitive, and fun — a format players understand instantly. We also use Random Prize Drops and Quests to add extra spice, and Races for players who love fast-paced competition.
Another piece of the puzzle is updating proven titles. When we take a classic title and add popular mechanics or reskins, it feels familiar but also fresh. Take our timeless hit Hot Triple Sevens, for example. Adding the Hold & Win mechanic gave it new depth, and the game hasn’t just stayed popular in many ways, it’s performed even better than before.
Bar: That’s a clever way to keep the “wow” alive! Now, about gamification… Who’s really leading it today: providers or operators?
Alex:It’s a complex question, and honestly, there isn’t a single clear answer. From our perspective, the companies that really pay attention to gamification are the ones leading the way — whether that’s operators or providers. It really comes down to how deeply they understand their players, how well they can target promotions, as well as how effectively they measure the impact of different tools for specific audiences.
Providers often have an advantage because their games come with built-in tools for promotion. That’s convenient for operators, as everything is ready to go, without needing to connect multiple products or involve a separate technical team. Operators, of course, can use their own tools or third-party solutions, but that usually takes a bit more adaptation.
In the end, there’s a multitude of approaches across the market. Who’s leading depends on what you’re looking at: profit, player engagement, or innovation. Leadership depends on context — every operator and provider follows the method that suits them.
Bar: We all know that regulations are getting tighter everywhere. Does that restrict creativity, or does it push it further?
Alex: Strict rules don’t necessarily kill creativity. In fact, they often push it further. When we work in highly regulated markets, with all the checks, responsible gaming rules, and player verification, you have to find new ways to make games fun while keeping them safe.
Those limitations make the Evoplay team think differently, experiment with unusual combinations of ideas, or adjust familiar mechanics. Innovation is vital here: it helps us transform these ideas into real solutions while still following the rules. For example, adapting to these strict requirements helped us create our flagship titles, e.g., Start Guardians and Adrenaline Rush, a 3D racing game with manual control. This creative approach lets us give players joy and excitement without breaking any rules or compromising on safety.
Bar: That sounds like a meaningful innovation. Where else do you look for inspiration outside of iGaming?
Alex: Everywhere. Social apps, streaming platforms, mobile games, fintech, even e-commerce — anything that keeps people engaged and entertained. These platforms are all about interaction and reward, and that’s something we try to bring into our games.
For example, casual online games often mix small purchases, cosmetic rewards, and a bit of show-like presentation. It’s not gambling, but it shows us ways to make gameplay more exciting and motivating. VR was another area we experimented with early on, just to see how we could immerse players in new ways.
I believe what matters most is spotting what makes people react and keeping that feeling in our games. We focus on surprise, fun, and engagement — while keeping play safe and responsible. That’s what makes our games feel fresh, even if players have seen something like them before. Recent examples are Tap Craze, with its tapping mechanics, and Hot Slice, a quick instant game inspired by mobile play.
Bar: Let’s talk about retention directly. Is it more about design, or about marketing spend?
Alex: There’s no simple answer, because retention comes from a mix of things. For us, it usually starts with analytics — watching how players interact with a game, which features keep them engaged over time. From there, we figure out whether the changes need to happen in the game itself, how we promote it, or the way it reaches players.
Of course, design is crucial: a dull game won’t hold anyone. But even the best design needs support. Marketing makes sure that players discover the title in the first place. For us, the balance comes from data: understand the behavior, refine the design, and adjust promotion. With the right online casino aggregator, operators can offer these experiences easily to their audiences.
