The global iGaming industry is showing rapid growth and is expected to exceed $153.57 billion by 2030. Its development is influenced by technological breakthroughs, changes in the audience, and growing player demands. Crypto casinos, gamified loyalty programmes, and localisation for different markets are shaping a new reality. Today, players are more focused on unique and personalised experiences than ever before.
Evoplay, a leading game developer, and Mr. Gamble, a top-tier affiliate brand, explore these dynamic demands and find current trends in users’ behaviour. So, in this article, Paul Puolakka, CMO of Mr. Gamble, and Olha Pronak, Head of KAM at Evoplay, shed light on what today’s audience really wants – and what’s coming next!
Changing dynamics in iGaming
While the core motivation for players – chasing the thrill of the game – remains unchanged, the iGaming industry has undergone massive shifts in recent years. According to Paul Puolakka, CMO of Mr. Gamble, the market has become more saturated than ever. It is characterised by a growing number of casinos, providers, and affiliates competing for visibility and player attention. Fierce competition has made traffic quality and conversion rates key metrics, so affiliates are working more closely with operators to improve the user journey. Strategies are also influenced by constant changes in local regulations and the growing role of mobile gambling.
From the developer side, Olha Pronak, Head of KAM at Evoplay, notes that new trends often reflect deeper behavioural changes that have been manifesting themselves in everyday life for a long time. “Players need even more bonuses, emotional engagement, and personalised gameplay,” she says, “but it still has to be simple to understand and perceive.” Drawing parallels with social media, she adds that players now expect emotionally resonant and personalised content – just like the videos and recommendations they engage with.
Regional preferences and localisation in iGaming
Universal motivators like bonuses and entertainment may drive player behaviour, but regional nuances shape how those elements are delivered – and perceived. Paul Puolakka from Mr. Gamble notes that secure and convenient Pay N Play solutions, such as Trustly or Zimpler, have long been the European standard. Interac plays a key role in Canada – competing in the market without it is difficult.
In Latin America, Brazil stands out as a crucial market, with growing traffic and a high demand for localised bonuses, native language support, and familiar payment methods. There is great potential in Asia, particularly the Philippines, although this market still requires a deeper understanding of local player preferences. Despite the differences, Paul admits: “Classic free spins continue to perform well regardless of region.”
From the developer’s side, regional preferences manifest most clearly in game visuals and format. Olha Pronak explains that visual perception, cultural context, and casino history influence players’ responses. “Some countries have a long history in iGaming; they’ve had a culture of offline casinos,” she notes. Interestingly, when it comes to promotions, Evoplay sees that the speed of adoption often depends more on the casino’s internal tools and strategy than the market itself. Some operators lead the change, while others adapt more slowly.
Trust, transparency, and retention
Why are trust and transparency becoming central to player retention? The thing is that players today are more informed, comparing licences, bonus terms, and brand reputations before choosing where to play. Affiliates and operators face the challenge of attracting users and proving that the experience they promise is reliable.
For Mr. Gamble, for example, building that trust starts behind the scenes. They stress that once traffic is delivered, the accuracy and timeliness of affiliate backend data become critical. By sharing more detailed analytics with affiliates, operators can fine-tune campaigns, increase conversion rates, and better meet player expectations. Such transparency helps to optimise results and at the same time strengthens long-term relationships, as players feel important, noticed, and safe.
How to stand out in a crowded market
At Evoplay, innovation is seen not only as a way to stand out but also as a long-term strategy. While we continue to develop high-quality slot titles, we also invest heavily in creating instant games and projects with unique mechanics – such as the Penalty Shoot-out series or Star Guardians – which expand the boundaries of what iGaming can offer. This broad approach allows us to cater to different audiences and remain relevant in diverse markets. Our partners value these efforts, highlighting the innovative gameplay and original formats, and emphasising the strength of our visual variety and immersive design.
From the affiliate side, Mr. Gamble sees differentiation as a matter of execution. According to Paul Puolakka, newer operators often underestimate the basics: professional localisation, culturally relevant translations, and seamless payment methods. Poor translations or clumsy funnels create an immediate sense of distrust, making it challenging to convert first-time visitors. Effective A/B testing of landing pages and the skilful, consistent use of promotional tools remain critical in a market where every click counts; these fundamentals often determine whether a brand will be noticed or lost among competitors.
Trends in player behaviour and expectations in iGaming today
The behaviour of iGaming players is becoming increasingly diverse, and no single trend dominates the global landscape. Bonuses continue to be a powerful driver of engagement, huge welcome offers of 200% and more, and classic free spins, which are consistently popular worldwide. As Olha Pronak explains: “Classic free spins and tournaments will always remain popular because players know and trust them, but cashback and in-game missions are gaining traction. The key is that tools must be simple and reliable – people engage more when they feel that something truly works.”
Paul Puolakka of Mr. Gamble states: “From a new player’s perspective, the initial deposit bonus is still the main attraction, while cashback tends to work better as a long-term loyalty tool.” Alongside bonuses, fast and seamless payments have become a defining factor for player satisfaction, especially in Nordic markets where Pay N Play has been leading adoption and is now gradually expanding worldwide. The rise of cryptocurrency casinos adds another layer, catering to players prioritising speed, privacy, and flexibility.
At the same time, loyalty remains highly valued, with several clear behavioural patterns appearing:
- Balance of acquisition and retention – operators need to provide instant gratification through attractive bonuses and long-term value through loyalty tools.
- Generational differences – Gen Z gravitates toward gamified formats and interactive missions. However, older player groups still favour straightforward deposit bonuses.
- Regional variations – Europe leans heavily on secure payment innovations. LATAM markets show a stronger pull toward language-specific offers and localised bonus structures.
Together, these trends highlight an ecosystem where flexibility, localisation, and consistent player rewards are just as necessary as the games themselves.
Game formats and future balance
For Evoplay, the rise of instant games is one of the clearest changes in recent years. Markets that are relatively new to gambling, without a strong offline casino tradition, tend to embrace instant formats more quickly than established ones. “One of the most popular and played games in the world of iGaming is an instant game,” says Olha Pronak. “For some time, the most played game at Evoplay was also an instant game, Penalty Shoot-out, which only shows this category’s huge potential.”
We even developed it into a series of three football-themed games because many players liked it. Olha recalls that when she first joined Evoplay, many partner casinos didn’t even have a dedicated instant games section – something that has now become common. Looking ahead, instant formats are expected to keep gaining ground, complementing but not replacing traditional slots, which still attract players with long-standing preferences.
On the gamification side, the balance remains positive. Features that give players a sense of control – such as missions, level-ups, and personal progress tracking – are still highly engaging. “Control is something players often miss in slot games, so it works really well when they can influence their experience,” Olha explains. Players are already familiar with formats based on competition, such as tournaments or other tools where bonuses go to the strongest. Now, thanks to personalisation, they can influence the outcome on their own, without competing with others. This expands the possibilities of receiving bonuses and ensures every player has an equal chance to take advantage of this opportunity.
Looking ahead: the future of iGaming
The iGaming industry is constantly changing, but one thing remains clear: growth will be driven by innovation and trust. According to Mr. Gamble, players choose a casino based on several factors at once: licence, community feedback, bonus offers, and mobile-friendly interface. Exclusive offers and a recognisable brand help to stand out, but long-term success depends on reputation and impeccable user experience.
Olha Pronak highlights that the main trend in the coming years will be the combination of hyper-personalisation and artificial intelligence. “Hyper-personalisation is something casinos are already exploring, and at Evoplay, we’ve created tools for personalised engagement and achievements,” she explains. Olha notes that the use of AI in iGaming will expand, but regulatory restrictions will not allow it to cover all areas at once. Its implementation will gradually open opportunities for more flexible and intelligent solutions while maintaining security and compliance requirements. This paves the way for a more personalised, secure and engaging player experience.
The iGaming industry is entering a new stage where technological innovation, regulatory requirements, and player focus are combined into a single ecosystem. Providers, affiliates, and operators need to be flexible, transparent, and ready to change to stay competitive. To learn more about the iGaming market, stay tuned for the new articles from Evoplay!
