To unpack what actually drives long-term engagement, NEXT.io sat down with Denys Parkhomenko, O at GR8 Tech, to discuss what’s missing in most retention strategies and how casino teams can shift from quick wins to sustained loyalty.
NEXT: Gamification has become a go-to buzzword, but how do you make sure it actually works instead of just ticking a feature box?
Denys Parkhomenko: Gamification only works when it actually drives behavior — not just looks good on paper. It is like g up for a gym, getting a fancy hip card, and calling yourself “fit.” You can say you have a program, but unless people are showing up and staying in, it does nothing.
To drive real engagement, you need structure and purpose. A strong narrative gives players a reason to care. In level-based programs, for example, every action should move them forward — not just with rewards like coins or points, but with access to new features, privileges, or exclusive content. Progression has to feel earned and personal.
Social mechanics take it further. Group challenges, shared rewards, team-based goals — these tap into our basic drive to belong and compete. They are incredibly effective, especially when combined with personalized incentives.
Operators shouldn’t be afraid to experiment with different hypotheses. Testing new mechanics, incorporating storytelling, and enhancing social interactions can lead to more effective and engaging gamification strategies.
NEXT: Gamification can be powerful, but clearly, one approach will not work for everyone. How do you personalize the experience across such a diverse player base?
DP: When you are working with such a huge number of games, dozens of providers, and a player base with wildly different preferences, behavior-based segmentation is key. Competitive players want leaderboards and tournaments. Collectors get hooked on missions and milestones. VIPs expect exclusivity and recognition.
At GR8 Tech, we enhance personalization with our proprietary AI-driven recommendation engine, which analyzes player behavior in real time with 99% accuracy, ensuring each receives tailored content. Instead of presenting a generic experience, AI ensures the platform feels custom-built for the individual.
And it pays off. Our predictive models and real-time decision-making capabilities ensure operators stay ahead, driving exceptional business growth.
NEXT: Have you seen a case where a gamification tweak, no matter how small or large, significantly boosted retention, especially when combined with marketing strategies?
DP: We see it all the time. Pinpointing a single case study wouldn’t capture the full impact of gamification — it works because it creates long-term retention loops. We have seen engagement increase by 30% on average.Cost-efficiency is a big factor, too. Features like referral mechanics, social challenges, and non-monetary rewards like missions or virtual currencies can drive strong engagement without inflating bonus budgets. Plus, these mechanics are much harder to abuse, which helps operators build more stable, sustainable retention strategies.
Without that layer of intelligent engagement, even the biggest game library risks becoming noise. Aggregation sets the stage — gamification keeps the audience.
NEXT: What is the biggest challenge operators face with gamification?
DP: Gamification is no longer a novelty. A few years ago, it was fresh and unexpected, but today, s are familiar with it. They have seen the same mechanics repeated across dozens of platforms. So if it feels generic or disconnected from the core experience, they will ignore it.
The real challenge today is adaptability. Creating a gamification strategy is one thing — keeping it alive is another. A common challenge is that CRM teams can be hesitant to make changes. However, behavior is constantly evolving, and the market shifts quickly. Operators must continuously analyze patterns to understand what works and adjust their strategies accordingly to get the best results out of the tools they have.
It also comes down to the foundation. You can chase every trend out there, but if your CRM is not solid — with clear communication flows, good segmentation, and flexible tools — no gamification layer will save you.
NEXT: What’s the one mindset shift the industry needs to take retention seriously?
DP: It doesn’t matter what kind of casino setup you use — whether running a fully outsourced platform or handpicking top game providers through aggregation solutions like GR8 Tech’s Infinite Casino Aggregation. Either way, you have to think beyond launch. Long-term success depends on how well you understand your players and keep up with their shifting interests, expectations, and behaviors.
The real competition in iGaming is not other casino brands. It’s social media, streaming platforms, and every other digital distraction fighting for the same attention span that shortens every year. So unless the offering is dynamic, personalized, and genuinely engaging, it doesn’t matter how many providers you offer — players will bounce.
So, my hot take is that operators need to stop treating retention tools like add-ons and start viewing them as core product features. Of course, there’s always pressure to prioritize short-term returns. But the bigger picture gets lost if the focus stays only on acquisition or one-off promos. Retention is about building a system that keeps players interested every time they .
Denys leads the GR8 Tech product team and is responsible for creating and implementing the company’s product strategy. Denys’ expertise is in managing product teams, delivering products for the global expansion of GR8 Tech’s clients, building product development frameworks, and establishing a product culture in the company.
