Streaming is nothing new in iGaming, but its rising popularity among players calls for a more strategic approach from providers. With the global video streaming market expected to grow from $129.6B in 2024 to $416.8B by 2030, it’s clear that live content is booming, and in iGaming, it’s an easy and engaging way to stay close to players.

We’ll unpack how streaming helps providers connect more deeply with iGamers, joined by virtuosos Daffyd Jones from Lucky Devils Slots and Josh Green from Fruity Slots, alongside Diana Larina, Head of Marketing at Evoplay.

The psychology behind the stream

Players don’t want to feel hunted – they want to belong, to be part of the fun. Live game streaming in iGaming satisfies both needs, helping to build that emotional connection and sense of community.

Notably, live streaming platforms already account for 27.7% of global weekly video content consumption – a clear sign of how strongly this format resonates with audiences, including iGamers.

And, as Head of Marketing at Evoplay, Diana Larina says, “Streaming is one of the best ways to show a product to the target audience right away, reveal the features of its use, collect players’ feedback, and engage”.

But what makes people tune in, stay, communicate, and respond? There’s no single reason. Multiple forces are at play:

• the authority of popular streamers;
• the emotional comfort of belonging to a group;
• a wish to be heard, and seeing how their ideas have an impact;
• psychological factors explained by Albert Bandura’s Social Learning Theory.

Albert Bandura, a Canadian-American psychologist, proposed a simple idea:

People tend to imitate others, especially when they see them succeed or be rewarded.
In iGaming, when viewers watch a streamer win – or simply enjoy a game – they’re far more likely to try it themselves.

The engagement triangle: shaping long-term player loyalty

This brings us to a broader transformation in iGaming. Once led primarily by casino-driven initiatives, streaming is now evolving into a strategic tool for game providers to build deeper, more emotional, and long-term connections with players. 

As Diana Larina explains:

To better understand how engagement works today and why streaming is such a brilliant tool to support it, consider the following model:

This isn’t a one-way journey. The process flows in both directions, reflecting how players might:

• discover a game through a streamer;
• get motivated by a promo to try a demo or jump straight into playing;
• fall in love with the gameplay, then dive into streams or community chats.

Each element taps into different motivational drivers: casino promo tools primarily spark reward-driven behaviour, while live streaming content fuels fun-driven engagement and a sense of belonging within the iGaming community.

Diana Larina highlighted streaming’s evolution into a stable and scalable channel for providers to connect with both new and existing audiences, making it especially interesting for Evoplay:
“It’s become a fully integrated part of Evoplay’s marketing mix – helping us engage around new releases and reignite interest in earlier titles. We’ll continue scaling these campaigns, testing new formats, and launching engaging activities not just for players during streaming, but between streamers too”.

And while the outcome is clear – higher engagement and stronger player bonds – what does it take behind the scenes to make it all work? Let’s hear from the streamers who collaborate with Evoplay.

Read also: A fresh look at affiliate marketing in 2025

Streaming through the eyes of streamers

As Evoplay sees streaming as a reliable way to build lasting connections with players, the question is no longer “Why?”, but “Who?” – the choice of the right partners.

“We’ll keep scaling the format of campaigns with casinos and streamers, adding new streamers, launching creative activations, and testing fresh promo tools”, says Diana Larina. 

Among Evoplay’s partners, the Fruity Slots streamer team, known for their emotionally charged live streams, supports these ambitions. From their point of view, brand recognition among a direct audience remains the missing piece of the puzzle for many game providers.

By simply doing what they do best, creators use their streams to showcase and explain how a game works – all within a relaxed, open atmosphere. After seeing the game in action and feeling emotionally engaged, players often search for it themselves and may go on to explore other titles from the same provider or check out the casino hosting the stream.

Josh Green from the Fruity Slots team summed up:

From the provider’s perspective, Diana Larina highlights the value of these live sessions not only as entertainment but as a way to educate players about the game’s rules, features, and mechanics, helping them better understand and enjoy the experience. She also emphasises that player feedback is invaluable for improving games, whether it’s refining the visuals, mathematics, or mechanics.

Meanwhile, Daffyd Jones from Lucky Devils Slots also underscores streaming’s analytical potential, offering a real-time snapshot of player sentiment: “By directly asking viewers for their thoughts on games, whether it’s improvements, favourite features, or suggested changes, we can gather invaluable insights. This direct feedback empowers providers to implement player-driven enhancements in future releases”.

In addition to real-time feedback, streamers help build emotional connection and player loyalty through small but powerful tools like live giveaways. These moments, also supported by Evoplay in selected streams, often spark excitement and strengthen the bond between viewers, the game, and the brand.

Giveaways can also be an effective way to gather player feedback, but only if the provider is genuinely open to hearing it. “Not every game resonates universally, and players are often more than willing to articulate their dislikes and suggest improvements if genuinely prompted via a giveaway format”, stressed Daffyd Jones. 

Beyond entertainment, streamers also promote responsible gaming and highlight trustworthy games and operators, making streaming a consistently engaging and credible space for players.

Balancing entertainment and responsibility

Streaming in the iGaming space brings a unique set of challenges, along with responsibilities that go beyond simply being entertaining, shares Josh Green. “Unlike general content creation, iGaming streaming requires a heightened level of care, particularly around safeguarding viewers and promoting responsible messaging“.

So streamers highlight that while it’s a hugely rewarding space to work in, navigating regulation, prioritising player protection, and leading by example to build trust through transparency and responsibility, all while remaining engaging, can be a delicate balance. Yet it’s this balance that makes streaming a trusted and enjoyable space for players.

Emotional power of streams

Streaming works not just because people make independent choices, but because we’re also shaped by emotions, behaviour, and the world around us. That’s why top streamers don’t just play – they share the emotional highs and lows of the gameplay, turning each session into a shared experience.

As Daffyd Jones puts it:

Another reason streaming resonates is the natural pull to follow what others enjoy. When streamers show genuine interest in a game, it sparks curiosity in viewers.

Daffyd Jones adds, “I have a real passion for iGaming, and that’s what makes my streams feel natural. I love exploring new titles, diving into the mechanics, and sharing those moments. I hope that energy comes through and helps build a community that’s just as excited about it as I am.“

What makes a game stream-worthy

Any game can be worthy of streaming, as long as you recognise and capitalise on its individual strengths, from Josh Green’ point of view. “When streaming titles like Young Buffalo Song, Cat’s Blessing, or Lava Burst, we focus both on visuals that resonate with our audience and on the bonus features, especially something they all share: jackpot prizes”.

Yet, with new studios launching games more easily via aggregation platforms, the influx of titles is huge. Streamers emphasise that in iGaming’s crowded market, standing out is harder, which makes recognising a game’s unique streaming potential even more important. That’s where streaming truly shines: “Streamers can bring games to life, showing how they feel, play, and excel in ways static marketing methods cannot”, Josh Green explains.

Ultimately, a stream-worthy game is one that strikes the right balance between eye-catching visuals and immersive mechanics – the kind that resonates both on screen and with real audiences. As Daffyd Jones puts it: “My audience serves as a clear microcosm of the broader player base, and while a captivating theme initially grabs their attention, it’s unequivocally the underlying mechanics that secure their sustained engagement well beyond a slot’s launch window”.

Streaming’s future in iGaming

Given the forecasts for streaming in general and for the iGaming industry, which reflect the continued demand for live, authentic content, the future of live sessions is definitely in scaling and transformation. But how successful it will be depends on the ability of all parties involved – streamers, casino providers and others – to remain interesting against the backdrop of increasing competition for players.

“We think the future of streaming is bright. There is promising potential for continued growth. We think that the industry will continue to evolve, and that streams will become an even more vital channel for discovery,” says Josh Green.

Speaking about innovations like AI, which can impact future streaming, Daffyd Jones adds, “While AI holds immense potential, it still feels like it’s in its early stages, especially when it comes to truly understanding the nuances of player behaviour“.

Streamers explain that while AI can certainly provide valuable data points, like medians and averages, which offer a quantitative overview, these statistics often lack the qualitative depth that comes from direct human interaction.

This personal connection remains central to streams and influences how streamers grow into trusted ambassadors. Diana Larina highlights that their role is set to evolve, from entertainers to responsible voices whose every word carries weight and meaning.

As live content continues to advance, experts agree that it’s this blend of tech-driven innovation and human authenticity that will define its future, keeping content engaging, communities strong, and players at the heart of it all.

Conclusion

Streaming has grown from an add-on into a powerful marketing tool, making communication with players today more efficient, open, and closer. Evoplay and its streaming partners believe that those who make live content a continuous marketing practice, rather than occasional promos, will be the ones making a difference.
Is streaming already part of your game plan?

Khelien Sans

Senior Content Manager

Senior Content Manager

Words are my tools, and for nearly 5 years, I’ve been crafting impactful content for iGaming. Inspired by the industry’s bold creativity and forward-thinking innovations, I specialise in blending data, storytelling, and expert insights to create narratives that inform, inspire, and drive action.

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From the grand spectacles of Ancient Rome to today’s high-tech showcases, events have always sparked excitement. But in an iGaming world overloaded with content and noise, how has the role of events evolved? Can they still deliver that same level of impact in 2025, and what’s next?

To explore this, we spoke with leading voices in iGaming: Rhys Jones, Head of Business Development at NEXT.io and Diana Larina, Head of Marketing at Evoplay.

Classic strategies still work – but only with reinvention

According to open data, 54% of marketers believe events are one of the most effective ways to engage clients, while 47% of business representatives say event marketing outperforms both email and content marketing. And with good reason – as the saying goes, seeing something once beats hearing about it a hundred times.

This is especially true for iGaming. From branded parties to major exhibitions like NEXT.io, ICE, iGB, and many more worldwide, these events are filled with energy and intent. They bring together providers, operators, affiliates, media, and others, each with goals – from networking and lead generation to showcasing new products and building connections. Whether the focus is business, professional growth, or a mix of both (business by day, party by night), these formats offer unique value for each participant.

The blend of formats makes event marketing a powerful tool – and as Diana Larina, Head of Marketing at Evoplay, explains, it plays several strategic roles at once: “Event marketing serves as both a brand awareness and lead-generation tool alongside expanding networking.“

At the same time, she notes that while large expos offer broad reach, they often come with significant costs and commitments. That’s where smart resource allocation becomes crucial. Diana highlights that “To make a real impact, you need a skilled team, careful planning, and a well-defined strategy”.

Rhys Jones, Head of Business Development at NEXT.io with extensive experience in the field, also emphasises the growing need for a strategic mindset: “Event marketing now demands a holistic strategy that intertwines brand awareness, lead generation, and thought leadership.”

Reflecting on how the landscape has evolved since the early days of industry conferences, Rhys adds, “It’s no longer sufficient to focus on a single aspect; companies need to deliver value across multiple fronts to stand out.” He also points out that prioritising quality over quantity became more crucial than ever: “It’s not about how many meetings you can fit into a day, but the depth and authenticity of those interactions”. In an industry that’s constantly evolving, Rhys stresses that staying agile is key: “The holistic approach, combining careful planning with real-time flexibility, is essential to navigating today’s event marketing landscape.”

A good example of implementing the same agile approach was Evoplay’s decision to set up a podcast room right at ICE Barcelona at the start of the year – a space created to interview top industry voices and spark meaningful conversations on the spot. It was all about quality and a move that’s not commonly seen at such events. As a result, Evoplay’s network has not just increased, we also strengthened our connections. Behind the scenes, the team is refining the format – and getting ready to unveil what’s next.

Beyond glitter: what really makes an impression?

When it comes to parties – still a powerful marketing tool – iGaming has taken extravagance to new heights. These events remain a bold way to make a statement, and this still holds true today. But in a space saturated with flashy, sprawling showcases – often costly – audiences are beginning to tire of over-the-top displays, and their impact is starting to fade. Not to mention the expense – something not everyone, especially newer brands, can easily afford or justify.

As Diana Larina puts it: “Throwing a big party makes a loud statement – people start talking about you right away. But the cost of such an approach often exceeds that of a targeted, themed campaign that genuinely resonates with your audience. That’s why it’s usually a move for brands with serious resources; for newcomers, it’s a strategy that should be weighed even more carefully.” 

As attention shifts, the pendulum is swinging back toward more natural, refined formats. It’s not just a move away from excess, but a shift toward thoughtful, elegant experiences that also help lower the barrier to entry. 

Rhys Jones echoes the broader trend toward intimacy and quality: “There’s also been a noticeable move away from extravagant parties to more intimate, meaningful engagements. Companies are choosing quality over quantity, aiming to build real connections rather than simply collecting contacts.” 

And from our side, we can add: those who’ve attended flagship summits or exclusive retreats organised by NEXT.io know just how rich these experiences are – packed with insight, real value, and a strong sense of community. It’s a true pleasure to be part of it.

After all, you can throw the most spectacular party, but if people feel more like extras than part of the experience, it’s unlikely to leave a lasting impression. In iGaming, where trust and meaningful partnerships are essential, overly flashy or one-size-fits-all approaches may no longer deliver the same impact.

And just a little bit about branded ‘socks’

As personalisation becomes more important in iGaming, brands are rethinking how they connect with their audience at events. While branded stands, giveaways, and content still matter, the focus is shifting towards exclusive, well-curated, and on-trend experiences that boost visibility and memorability.

Diana Larina agrees, saying that every detail counts – from how often your logo appears (to avoid banner blindness) to ensuring the design feels fresh and relevant, to the impact of merchandise. “Gifts are a point of contact with the target audience. If they’re cool and useful, they stay with partners long after the event.”

She adds that it’s ultimately about leaving a lasting impression: “It’s not just about recognition – it’s about making sure our brand resonates emotionally.”

A new chapter: thoughtful formats are on the rise

As 2025 brings even bolder initiatives, we’re seeing how brands are finding their own ways to stand out – each in a style that reflects their values and resources. One strong example is Evoplay’s launch of Game Changers Club – a gathering designed to bring together like-minded minds to share ideas that are reshaping the industry. Such new formats strip away the noise: smaller groups, handpicked attendees, fewer distractions. And in return? More honest connections and bold ideas that spark real collaboration.

“Evoplay’s Game Changers Club was created to unite like-minded people who, like us, are driven to move the industry forward. Here, we focus on the people – not the brands – who are bringing real change,” says Diana Larina, who helped shape the concept and set the tone for the club’s first gathering.

She recalls the atmosphere of the debut meeting, held out at sea, away from the usual industry buzz: “We slowed down, shared honest insights, and actually listened to each other – all while enjoying plenty of good fun. Everyone wants to feel at ease in a fair, open community. And it’s great to be part of something like that.”

Diana shares that the warm feedback from guests confirmed just how valuable such intimate gatherings can be, adding: “This club is by invitation only – so keep an eye out as we’ll be glad to welcome more thoughtfully curated, atmospheric meetings soon. ”

But don’t get it wrong – bright, fun-filled events are still exciting. This approach works just as well for both small and large gatherings, whether it’s a party or a conference. What we’re seeing is simply a shift towards quality, meaningful, and naturally honest connections.

Rhys Jones highlights this trend when speaking about major conferences: “Decision-makers today are seeking more than just leads; they’re looking for authentic human connections and valuable use of their time.” He points out that in these environments, trust is often built, and relationships move beyond professional contacts into long-term partnerships – even friendships.

That’s why, for iGaming professionals, Rhys Jones recommends focusing on building genuine relationships rather than just collecting business cards. “Engage in conversations that go beyond surface-level exchanges, and seek out events that prioritise meaningful interactions.”

And as Diana Larina puts it: “You realise it’s a costly investment, but with the right team and approach, it pays off in partners’ trust and loyalty – the most valuable coin in business.”

Summing up, experts agree on what truly matters today: the industry is prioritising deeper connections that go beyond business. And, for those who want to truly stand out, creativity and professionalism will matter more than expensive gifts or wow-flashy shows.

Khelien Sans

Senior Content Manager

Senior Content Manager

Words are my tools, and for nearly 5 years, I’ve been crafting impactful content for iGaming. Inspired by the industry’s bold creativity and forward-thinking innovations, I specialise in blending data, storytelling, and expert insights to create narratives that inform, inspire, and drive action.

Go to Author’s page

We’re growing stronger in regulated European markets through a new partnership with Palms Bet – Bulgaria’s top betting and casino company. From now on, Palms Bet’s online casino will feature 32 of our games, including worldwide hits Hot Volcano, Hot Rio Nights Bonus Buy, and Fruit Super Nova 40.

With over 20 years in retail and online gambling, Palms Bet is a trusted choice for many Bulgarian players. This partnership allows us to connect with a larger local audience, while Palms Bet refreshes its offering with diverse and engaging content. Together, we’re bringing even better entertainment to the market.

More exciting news is coming soon – stay tuned!

Khelien Sans

Senior Content Manager

Senior Content Manager

Words are my tools, and for nearly 5 years, I’ve been crafting impactful content for iGaming. Inspired by the industry’s bold creativity and forward-thinking innovations, I specialise in blending data, storytelling, and expert insights to create narratives that inform, inspire, and drive action.

Go to Author’s page

Evoplay adds another big win to the collection – Slots Provider of the Year at the AffPapa iGaming Awards 2025, one of the industry’s most prestigious events.

Slots remain the leading format in iGaming and a perfect space for us to showcase what we do best. Engaging themes, immersive visuals and sound, and a unique creative touch are brought together in each of our releases to create a truly memorable experience for players.

Receiving this award is a proud moment for the whole Evoplay team and additional motivation to keep raising the bar.

Thanks to AffPapa for recognising innovation and to everyone who voted for us. More exciting milestones await!

Khelien Sans

Senior Content Manager

Senior Content Manager

Words are my tools, and for nearly 5 years, I’ve been crafting impactful content for iGaming. Inspired by the industry’s bold creativity and forward-thinking innovations, I specialise in blending data, storytelling, and expert insights to create narratives that inform, inspire, and drive action.

Go to Author’s page

Affiliate marketing is a driving force in iGaming, bringing in highly engaged players and fueling real growth for online casinos. As competition in the iGaming sector intensifies, we’ll explore how affiliate marketing is helping the industry overcome challenges and grow.

For this, we spoke with Diana Larina, Head of Marketing at Evoplay; Alina Famenok, CEO at Already Media; Artem Lashko, COO at Traffic Squad; and Dmytro Miasnikov, COO at AdKey.Agency.

Engaging players: the growing challenge for iGaming

Operating in iGaming is like an endurance race, where the real goal isn’t just reaching the finish line, but establishing lasting connections with players. In marketing terms, this means driving engagement, enhancing retention, increasing lifetime value (LTV), and fostering loyalty to both the brand and its offerings.

“All parties: affiliates, casinos and game providers are interested in cost effective user acquisition campaigns and long-term product retention strategy to ensure players are satisfied with the offerings and business KPIs are met at the same time,” says Diana Larina, Head of Marketing at Evoplay.

She explains that if the provider does not create exciting, retention-focused games, players will leave. If an affiliate brings uninterested players who aren’t ready to engage with the casino, players will leave. And if the casino doesn’t implement the right retention systems, no matter how great the game or traffic is, players will still leave.

“That’s why I believe high retention rates are only achievable with a very deep and well-developed funnel involving all these participants,” adds Diana Larina.

Dmytro Miasnikov, an expert in traffic boosting, emphasises the importance of developing a well-defined player engagement funnel involving all three parties – casino operators, affiliates, and game providers. He suggests that casino operators should focus on the type of audience they are best equipped to serve – whether it’s a warm audience, reached through SEO and PPC, or a cold audience, targeted via channels like Facebook or in-app sources. Once that’s established, the next step is effective retention strategies, bonus systems, and other methods. To providers, he advises exploring ways to collaborate with affiliates, as their offerings are an important part of the acquisition campaigns.

“Don’t lose traffic. As traffic purchasing becomes more technologically advanced, we’re seeing that more traffic can fall off. Check your funnels, create smart links, and direct your traffic back there,” adds Dmytro.

Artem Lashko, who also works with traffic, shares the view on the importance of well-developed funnels for each involved party, with a focus on retention: “Retention is everything. Affiliates need funnels that keep users engaged through push reminders, while operators should go all-in on loyalty – emails, calls, bonuses, you name it. The more touchpoints, the longer players stick around.”

Shifting the focus from constant acquisition to retaining existing players can be a more effective way to manage costs and support more stable revenue over time, considers Alina Famenok, CEO at Already Media. She also adds, “Affiliates reduce risk by spreading their traffic across multiple sources instead of relying entirely on platforms like Google Search.“

As the industry moves towards more strategic collaboration, Alina suggests that providers and operators can play a crucial role by sharing richer player data, running joint campaigns, and treating affiliates as genuine partners, rather than just a source of clicks.

Summing up the discussion on player engagement, Diana Larina points out that 2025 will be a year of closer collaboration between affiliates, providers, and operators.

Focus areas in 2025

45.3% of affiliate marketers say getting traffic is their biggest challenge, according to open-source data. But, around this challenge, there are many other issues that need to be solved.

Cost optimisation and efficiency

As the cost of acquiring players rises – along with costs for innovation, team building, and other business needs – affiliates and marketing teams regularly work on optimising their strategies. 

Evoplay’s dual focus on SEO and affiliate marketing has been a major part of their strategy. Diana Larina shared, “We’ve been investing in SEO for a long time, with profits now six times higher than our monthly investments. We’ll continue to develop this area further.” She also highlighted that in 2025, the company will focus more on building its brand through affiliate marketing, stressing the importance of choosing the right partners and channels to optimise collaboration and effectively reach the target audience.

Dmytro Miasnikov pointed out the value of finding a balanced CPA (the cost per action) model between affiliates and advertisers. He explained that misaligned rates can lead to unprofitable outcomes, such as when expensive funnels drive traffic that doesn’t meet the target CPA, or when cheaper funnels generate low-value traffic.

In a similar vein, Artem Lashko underscores the importance of high-quality traffic to reduce risks: “We hate losing money, so we minimise risks by focusing on quality traffic. No clickbait, no shady tactics. Short-term tricks kill retention, so we rely on solid creatives and deep data analysis (ours + partner stats). A long-term win-win strategy beats quick gains every time.” 

To reduce costs, Dmytro Miasnikov recommends dividing them into two categories: traffic-related and operating costs. For traffic costs, he advises outsourcing tasks like accounts, applications, creatives, and trackers when the team is small. “For example, in a Facebook marketing team, don’t start developing your own applications until you’re reaching at least $1 million in monthly turnover. Only bring these in-house as the team expands and needs arise,” he says. He also suggests optimising internal processes by clearly assigning roles and responsibilities.

Artem, on the other hand, shares his approach: “There are two ways to cut costs: negotiate better deals or bring things in-house. We push for discounts by leveraging volume or switch to more affordable options. At the same time, we’re building internal teams, like an in-house design department, instead of outsourcing. 

AI’s growing role in analytics and creativity

The experts also agree that analytics, creativity, and the role of AI will increasingly influence workflow optimisation. While AI’s effects can be mixed, it holds significant potential. 

Dmytro Miasnikov noted that “AI has given small iGaming entrepreneurs a chance in the battle for traffic – this is a positive impact.” However, he raised concerns about the risks, adding that many specialists – copywriters, translators, designers, and programmers – are starting to lose value as AI handles their tasks efficiently. 

“AI is a lifesaver for crafting creatives and speeding up research. It’s not handling everything yet, but give it time,” Artem Lashko added about AI’s potential.

Meanwhile, Diana Larina highlighted the value of AI-powered tools, such as affiliate trackers, for traffic analysis and content generation, including video. Alina Famenok agrees with this perspective, adding that AI also helps better analyse behavioural analytics and tailored content to better match individual player preferences.

Personalisation, gamification and brand building: the path forward

Personalisation and gamification are becoming increasingly important in iGaming. Why? As studies show, content tailored to players’ behaviour and more entertainment options keeps them engaged. For example, HubSpot says 58% of users are more likely to convert when content matches their interests.

This confirms the growing focus on promoting games rather than the creators or the casinos where they’re hosted. In the end, this approach is likely to benefit both.

Diana Larina shares: “It’s time to build a brand around most resonating products. For instance, we do it by boosting our popular games like the football-themed line: Penalty Shoot-Out and its sequels Penalty Shoot-out: Street, and recently released Penalty Shoot-out: Super Cup.”

Her idea is shared by affiliates. For instance, Artem Lashko says: “A known product is easier to push – it simplifies ad creatives and boosts CTR. Players might not care who made a game like Penalty Shoot-Out, but they recognise the name. This approach grows market reach and makes traffic generation smoother.”

Dmytro Miasnikov continues that: “The player doesn’t really care what casino brand in. The most important thing for players is a bright picture with the game mechanics. So typically, we do not advertise the casinos or other partners themselves; instead, we promote the brands of slot and other games.

He continues that the casino brand is almost never featured in FB advertising – 80% of advertising is related to slots and other games. But, at the same time, Dmytro adds that they are testing funnels tailored to specific casino brands. “They are more expensive, but can potentially give higher LTV to players. However, I do not believe that such bundles in procurement will become widespread.”

Meanwhile, Alina Famenok agrees that there is a noticeable shift towards promoting individual products in iGaming but also draws attention to the fact that focusing too heavily on short-term campaigns can hold affiliates back. She explains that while these promotions might deliver a quick traffic spike, long-term success depends on building a brand that players recognise and trust. 

While personalisation mainly helps attract players, gamification keeps them engaged by adding excitement and rewards. Game creators, affiliates, and casinos all use gamification.

Diana Larina, representing Evoplay, emphasises the importance of incorporating gamification both in game design and in their promotion. She explains that Evoplay intentionally integrates gamification elements into their games, particularly those with mechanics that modern players enjoy, such as crash or skill-based features. At the same time, Evoplay uses gamified promotional tools to engage players with rewards and excitement, which contributes to higher retention rates.

From an affiliate perspective, Artem Lashko also sees gamification as a powerful tool. He shares, “It works – if done right. Gamification keeps players hooked with points, missions, and rewards. For us, it’s gold for warming up cold traffic. But if the process is too long or complex, players bounce. Balance is key: engage, but don’t overcomplicate.“

In addition to its positive effects, Alina Famenok warns that if gamification is poorly executed, it can feel forced or superficial, potentially damaging trust or requiring more resources than it returns. Alina also highlights a clear shift away from generic messaging towards more customised experiences that reflect how players interact with platforms. “Looking forward, more advanced technology is expected to drive this even further, with features like real-time game suggestions and AI-powered chat tools helping to boost engagement and satisfaction,” she predicts. 

By combining personalisation with gamification, iGaming participants create engaging, tailored experiences that keep players around longer and build loyalty. Together, these strategies make the player journey more exciting and rewarding.

Conclusion

Optimising workflows, cutting costs, and scaling processes help iGaming industry participants work smarter and connect with players better. These strategies will keep changing, but one thing’s clear: collaboration is key to better results. When everyone in the ecosystem – from affiliates to providers and operators – does their part well, everything runs smoother. That way, we immerse iGamers in an exciting journey and build lasting loyalty.

Khelien Sans

Senior Content Manager

Senior Content Manager

Words are my tools, and for nearly 5 years, I’ve been crafting impactful content for iGaming. Inspired by the industry’s bold creativity and forward-thinking innovations, I specialise in blending data, storytelling, and expert insights to create narratives that inform, inspire, and drive action.

Go to Author’s page

2024 was a year of scalability, new initiatives, and growth – let’s see how far we’ve come.

32 new Evoplay games – spanning slots, instant and crash titles, alongside fresh tap and skill-based genres – enriched the iGaming landscape. In addition, 59 branded games added the finishing touch in a dynamic market, where standing out is essential for breaking through and driving success. Among 2024’s new releases Temple Of Thunder II Bonus Buy became a favourite across all our markets last year, showing strong growth in key metrics. Meanwhile, our hits like Penalty Shoot-out: Street, Hot Triple Sevens, Mega Greatest Catch Bonus Buy, and Scratch Match continued to top the charts.

The green flag waved with our flagship release – Adrenaline Rush, a 3D racing game where skill-based gameplay meets the thrill of gambling, offering a one-of-a-kind experience. Complemented by Adrenaline Rush: Super Boost slot and Adrenaline Rush: XCrash instant game, this series showcased how innovation, storytelling, stunning visuals, and immersive gameplay can elevate iGaming.

New mechanics, like the fast-paced tapping gameplay of Tap Craze and the skill-based precision of Hercules: Sports Legend introduced fresh interactive experiences for iGamers.

Evoplay’s expansion into established verticals, such as lottery and bingo, opened new opportunities and further broadened our presence in the iGaming space.

To strengthen B2B communication, we continued to enhance the Client Area platform, adapting it to evolving requests and delivering even greater efficiency and convenience for our partners. To boost player engagement and retention, we introduced new promotional tools – Random Prize Drops, Wheel of Fortune, and Races – which have been well received by our players. On the B2C side, we also launched the Evoplay City project, aiming to develop a vibrant player community for our beloved players – which will be a focus for us in 2025. 

And another milestone that really turned heads – we launched Evoplay Podcast, hosted by our CBDO, Ihor Zarechnyi, where leading voices of the iGaming industry share their insights. Be sure to check it out on our networks!

Throughout 2024, Evoplay was honoured with prestigious industry awards, a testament to our excellence and dedication to the evolution of iGaming:

Forging partnerships and entering new markets also defined our success in 2024. This year, we entered the Czech Republic, Brazil, and Peru. Our partner network grew by approximately 46% year-on-year, fueled by significant collaborations. These included our expansion in the Baltics with Optibet, a leading regional operator, and our deeper integration into the Italian online gambling market through the platform provider Microgame, as well as our partnership with Fortuna in the Czech Republic, a top-tier operator. Integration agreements with Light & Wonder and partnerships with operators like Vegas.hu and Sesame.bg further contributed to this remarkable growth.

Anton Gyria, Head of Account Management at Evoplay, reflected on the broader market trends shaping the industry in 2024:

“Last year showed a clear global shift towards creating local regulated gambling markets, reflected in our recent expansions. While large-scale launches bring challenges, overcoming them has strengthened our expertise. For example, when regulations for the Brazilian market were introduced, we adapted quickly and efficiently despite tight deadlines. We’ve already certified lots of games for the new markets we are entering, with more on the way.“

He highlighted the importance of strategic partnerships and planning as the foundation for successful adaptation:

“Collaborating with experienced partners who hold licences in key jurisdictions or have similar market expertise helps us navigate local requirements efficiently. Meanwhile, long-term planning keeps us focused amid numerous procedures and ongoing processes.“

2024 was also marked by offline meetings that strengthened partnerships and boosted Evoplay’s brand awareness. At ICE London, our Adrenaline Rush 3D flagship game wowed audiences with its debut. We also participated in iGB Live, the hub for operators and affiliates, SiGMA Asia in Manila, and the SBC Summit in Lisbon, where our guests received predictions from the Magician and won themed gifts in line with the Good Luck Spell game. We continued the momentum at the World Lottery Summit in Paris and wrapped up the year with a high-energy presence at SiGMA Europe.

What truly set this year apart were the themed parties we hosted, emphasising the importance of in-person connections. During our time at SiGMA Americas, we organised a vibrant Brazilian night filled with nonstop beats and electric energy. Later in the year, during SiGMA Europe, we hosted a cosy Maltese evening in picturesque vineyards, featuring fine wine and live music. These moments transcended business, creating lasting memories and strengthening bonds.

Amidst these achievements and remarkable business growth, our CEO, Ivan Kravchuk, shared his reflections on 2024:

“2024 was a year of renewal and focused effort for Evoplay. With fresh ideas and a new vision, we laid the groundwork for future growth by launching new projects, including lottery and bingo, as part of our scalability plans. Without Evoplay’s dedicated team, these exceptional results would not have been possible. I’m incredibly proud of what we’ve achieved together!”

… and his aspirations for 2025:

“With this foundation, I believe 2025 will be a year of growth and rewards – a time to harvest the fruits of our efforts, with even more exciting opportunities ahead for us, our partners, and players.”

It’s time to spark the iGaming industry in 2025. With Evoplay’s new cutting-edge games, meaningful collaborations, productive partnerships, and exciting adventures for players, it’s set to be truly exceptional. Ready to rock? Let’s explore new horizons together!

Khelien Sans

Senior Content Manager

Senior Content Manager

Words are my tools, and for nearly 5 years, I’ve been crafting impactful content for iGaming. Inspired by the industry’s bold creativity and forward-thinking innovations, I specialise in blending data, storytelling, and expert insights to create narratives that inform, inspire, and drive action.

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