Playson at Slotegrator: the growth & retention formula

When it comes to sustainable growth and long-term retention in iGaming, strong partnerships make all the difference. We recently welcomed Maryna Tkachenko, Account Manager at Playson, to our office, where we sat down to discuss key industry trends, shifts in player behavior, and the strategies behind Playson’s continued success.

SLOTEGRATOR: We saw that today your games are integrated into over 10,000 websites. Can you tell us more about the company — what’s the story behind it, when it was founded, and what makes it unique?

Maryna Tkachenko: Playson was founded in 2012 with a clear vision to create high-quality, engaging online casino games backed by strong technology and reliable partnerships. Over the years, the company has grown into a globally recognized supplier.

A key part of our growth story is consistency, characterized by regular game releases, sustainable growth, and dedicated support for our partners. We focus on data-driven development, as well as adapting to the needs of various markets we are present in.

Today, Playson is recognized as a renowned supplier, combining production of high-quality products with strong commercial understanding, which is something I’m proud to represent as an Account Manager.

S: How do you manage to stay on top of the market for all these years?

MT: The answer is simple — by combining consistent product quality and evolution with strong partnerships and expansion into regulated markets.

We continuously analyze player behavior and operator needs, which allows us to adapt our mechanics, technology, and promotional tools accordingly. At the same time, we invest heavily in compliance, ensuring we are present where growth is happening. It’s a balance of creativity, data, and long-term strategy.

S: Would you give advice for beginning operators about game integration? Do you find working with aggregators more effective than signing different contracts with various providers?

MT: For new operators, speed, stability, and compliance are critical. Aggregators offer a streamlined solution — one contract, one technical integration, and immediate access to a broad portfolio of certified content. So, if the operator is new, then obviously, aggregators are the best choice for the start of operations.

S: Talking about your experience, what features and promo tools remain popular through the years? Why do you think it is so?

MT: If we talk about games, mechanics like Hold & Win provide high engagement while remaining easy to understand. Players don’t want to learn completely new concepts every time; they prefer innovation built on familiar mechanics.

When talking about promotional tools, tournaments, races, random cash gifts, and Free Spins or similar features dominate the lobbies of casinos. Each tool is designed for a specific experience, yet with the sole goal of retaining players for as long as possible.

One of the oldest promotional tools is Free Spins, which are versatile and can be used to introduce players to a new feature, convert them into depositors, or reactivate them on occasion. Just recently at Playson, we enhanced this feature. Flexible Promo Free Spins give players a choice to change their offer in real time within a fixed budget of the campaign. Punters can choose their bet within the Free Spins offer, and the number of spins adjusts automatically. This helps personalize the gaming experience and increase engagement, keeping funds the same. With the seamless approach Playson executes, this tool requires no integration and is available within our portfolio of games.

The reason promotional features will continue to work is that they align with long-term player behavior patterns. Trends may change visually, but core motivations, like the thrill of winning, competition, and reward, remain the same.

S: And what new game formats or features gain popularity in 2026?

MT: Based on our data, features saturating the market include multi-level bonus systems, persistent progression mechanics, and mission-based gameplay, where players unlock rewards over time.

Additionally, promotional tools that allow real-time competition and are designed for short attention spans are becoming more important, as the need to drive retention and player lifetime value becomes even more crucial.

S: In your opinion, are new technologies like AI and blockchain going to change the way we see gambling forever? How do you feel the impact of these technologies?

MT: I believe technologies like AI and blockchain will definitely influence the industry, but more as an evolution rather than a revolution.

AI is already having a visible impact, especially in personalization, player behavior analysis, and responsible gaming monitoring. It helps operators deliver more tailored experiences while also improving compliance and security.

Blockchain, on the other hand, brings transparency and faster transactions, which can increase trust in certain markets. However, its adoption still depends heavily on regulation and player demand.

So yes, these technologies will reshape parts of the industry, but strong product fundamentals, engaging gameplay, and trust will always remain the foundation.

S: What news do you have to share about your product? Are there new features or mechanics Playson has recently released, and are there plans to develop something new in 2026?

MT: As I mentioned before, we have several new implementations planned for this year.

Our game portfolio will increase in number, as well as in the themes and mechanics variations — 3 Pots, 4 Pots, and Cluster Pays. We will continue to add titles to our very successful Power Chance™ game family with a progressive jackpot.

Flexible Promo Free Spins will be a new addition to our promotional tools suite. We believe it will quickly gain traction, as reliability, familiarity, and predicted expenses are a great combo for the new engagement tool, which also provides a personalised experience for players.

You’ll see these updates very soon. In short, the direction is clear: smarter engagement, stronger retention tools, and sustainable growth.

S: How do “new” players differ from players, let’s say, five years ago?

MT: Compared to five years ago, today’s players are significantly more experience-driven and have shorter attention spans.

First, mobile has become dominant. Games must be optimized primarily for smartphones, with smooth UX and fast gameplay.

Second, players now have a higher level of market awareness. They understand RTP, volatility, and bonus mechanics much better. That means content needs to balance excitement with clarity.

Third, competition between operators has intensified, so players are less loyal and more sensitive to engagement strategies. Retention tools, such as tournaments, missions, and gamified promotions, play a much larger role today.

In short, players expect more - more speed, more transparency, and more personalization.

S: How do you tailor your gaming content to various regions? From your experience, how does market demand differ across regions?

MT: Tailoring gaming content to different regions starts with understanding player behavior and regulatory requirements.

From my experience, market demand varies significantly. For example, some European markets prefer classic slot structures with balanced volatility, while others respond better to high-volatility games with strong bonus potential. In certain regions, players are more attracted to familiar themes and straightforward mechanics, while in others, innovation and complex features perform better.

Localization also plays a key role not only in language translation, but in adapting visual style, themes, math models, and promotional tools to match regional preferences. Additionally, regulatory frameworks differ across jurisdictions; thus, compliance and certification are essential parts of regional adaptation.

In short, successful localization combines data analysis, cultural understanding, and regulatory alignment.

S: Your games are certified in 27 regulated markets, including Brazil. Are there any specifics of the newly regulated markets?

MT: The key unifying feature of most new iGaming regulated markets is their changing nature. Such markets are still emerging, so it is a trial-and-error approach for governments, as well as for the industry players trying to adapt to the new rules.

Keeping this in mind, we, as a company, maintain our operations flexible and ready to respond to any shifts that new regulations may impose. That means we keep our infrastructure adaptable to react quickly and ensure seamless service provision. But technology is only a part of it. As each market has its local specifics, we remain in constant contact with our partners. Such incessant communication allows us to respond to the market needs immediately.