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The science of gamification

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Andy Sekula, Head of Games at Kalamba Games talks about the science of gamification

Gamification is a term coined in the early noughties and is typically understood to be the application of gaming mechanics to non-gaming situations. For the online casino industry, however, the term can represent any gaming mechanic outside of the core game. For suppliers, gamification tools have become essential components of game design over the last few years. Endless time has been spent on trying to create the next big thing and improving the application of gamification tools in order to increase acquisition and retention rates, as well as the longevity of a title.

The traditional definition of gamification describes a science that aims to maximise enjoyment and engagement while motivating people to learn by using game elements. Dozens of books have been written about the topic exploring how the brain reacts to gaming components such as leaderboards, levels and progress bars in a learning environment. Simply put, when you achieve something, dopamine is released, lighting up your brain’s reward centre and encouraging you to do it again. This reaction is what makes gamification tools so effective across multiple industries, from language teaching and fitness apps, making it more fun to achieve your goals.

At Kalamba, we consider most of our game mechanics – certainly anything with RTP directly attached – as being core to the game play experience and not gamified layers ‘on top’. However, we have introduced certain elements such as missions and achievements which look to extend the gameplay beyond that of a classic slot. By maintaining player advances in our missions or other in-game progression features, players can always return to where they left off and continue to strive for their goal. This has delivered substantial improvements in player engagement and retention within our titles.

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However, as players get used to the existing gamification offering, they will soon start demanding more, especially as technology advances. So how do we ensure we fully utilise the science of gamification in the gambling industry as we look at developing these tools in the future?

We believe that operators and suppliers could work better together in sharing data to get a better picture of player preference. Operators have a lot of information that suppliers don’t have access to, and vice versa, that could assist in the development process of a new title. Knowing your player and what makes them tick is key and with more data, we can improve the gamification tools offered in a game.

One thing that we believe is currently under-utilised in the industry is the possibility of adjusting the player experience to better match player preferences. The current offering is very much ‘one-size fits all’, but with the technology currently available we will soon be able to dynamically segment players and better cater to their individual requirements.

We also think there are still many things to be learned from social gaming. One concept which has not yet been developed to full potential, for example, is building engagement meta layers within a supplier’s entire portfolio. This means adding another gamification layer buy introducing achievements and missions that are connected between different titles offered by a supplier. Meta layers somewhat resemble the way players help Super Mario on his quest through different levels and worlds to save the princess in Nintendo’s super hit. Including portfolio-wide features would greatly enhance the time spent on each session and ensure players come back to complete their missions.

In our view, gamification is not just a buzzword in the industry but will continue to be an important tool as the casino game sector evolves. Focusing on improving these layers of gamification will no doubt be on the top of our agenda in 2020 and beyond.

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Amusnet Unveils Live Casino Strategy for 2025

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Amusnet’s Live Casino 2025 strategy is to empower operators and differentiate their offerings with bespoke game environments, exciting gameplay and enhanced winning potential through special features and significant multipliers integrated into a variety of new releases planned for the year.

“2025 is shaping up to be an exciting year for our Live Casino division. We are introducing a diverse range of standout games that blend entertainment, technology, and interactivity in new ways,” said Marin Dimitrov, Head of Live Casino.

One of the key highlights is Showtime Roulette 500x, a fresh take on the classic roulette experience.

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“What sets Showtime Roulette 500x apart is its unparalleled customization capabilities. Operators can fully tailor the game environment to reflect their brand identity,” Dimitrov said.

This fast-paced European roulette reinvents the classics, featuring a host who presents, entertains and spins the wheel for a seamless, engaging experience. Thanks to advanced chroma technology, operators can uniquely brand the game, showcasing their logo and any bespoke background theme they desire. This creates a tailored and immersive experience that feels truly one of a kind for each operator and their players. Further enhancing player engagement, the thrill of potential rewards is heightened through random multipliers on every spin, with payouts amplified up to 500x, creating a truly exceptional gaming experience that elevates player excitement and satisfaction.

Another highlight of the year is Extra Crown Deluxe Live, which is “inspired by our slot top performer Extra Crown and offers an engaging blend of traditional slot excitement and the dynamic atmosphere of live casinos,” added Dimitrov.

This innovative live slot game retains the charm of the original while introducing upgraded mechanics and captivating gameplay. A dynamic studio setting, complete with a charismatic host, fosters a strong sense of community, bringing players together 24/7 to share in the excitement of every spin. With ten traditional symbols across 5 reels and 20 paylines, players can enjoy this classic slot action enhanced by features like Free Spins (with retrigger potential), Respins with expanding symbols and lucrative Cash Prizes (multipliers). The innovative Dynamic Reel Prizes and real-time Statistics further enhance the immersive gaming experience, topped off by the ever-popular Jackpot Cards bonus game and the chance to multiply wins via the Gamble Feature.

The latest release is Football Thrill, a high-speed live casino game that brings the excitement of football to the casino floor with instant, easy-to-play mechanics. With its simple gameplay and dynamic pacing, this Live Casino addition is designed to captivate both sports fans and casino enthusiasts. Fast, intuitive and built for excitement, this Live Casino game is the perfect addition to any live casino looking to attract players who crave action-packed, easy-to-play games.

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Amusnet’s Live Casino strategy for the upcoming year centers on delivering innovative and immersive gaming experiences. This will be achieved through the introduction of enhanced roulette variations featuring captivating gameshow elements and significantly larger multipliers, boosting excitement and winning potential. The company is set to expand its offerings with a diverse selection of card games that blend classic gameplay with modern twists to appeal to both traditional and modern players. Further enhancing player engagement will be the range of interactive wheel-based games and gameshows incorporating thrilling new mechanics.

The post Amusnet Unveils Live Casino Strategy for 2025 appeared first on European Gaming Industry News.

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Americas Online Gambling Market To Soon Eclipse Europe’s, Finds Vixio Forecasts

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  • Vixio forecasts that regulated online GGR in North and Latin America will grow at a compound annual rate of 3 percent from US$22.3bn in 2023 to US$56.3bn by 2028, drawing level with regulated European market.

Vixio, a leading provider of regulatory intelligence solutions, ahead of SBC Americas forecasts that the regulated online gambling market in the Americas to be worth US$32.5bn by 2026, compared to US$15.6bn in 2022, more than doubling in size in a period of four years. This growth rate is more than double the equivalent in Europe, with the European regulated online gambling market projected to be worth €37.3bn in 2026, up from just under €30bn in 2022.

By 2028, regulated online gambling markets in the U.S., Canada and Latin American countries are expected to generate US$56.3bn, drawing level with Europe or potentially surpassing it depending on currency fluctuations.

“Prior to 2018, the regulated online gambling market was highly euro-centric but legalization of sports betting and iGaming in various U.S. states as well as the major markets of Ontario and Brazil has coincided with stricter regulations in European countries that has restricted growth in a number of cases,” said  James Kilsby, Chief Analyst, Vixio.

Vixio will be showcasing its data forecasting and regulatory intelligence solutions in more detail at the SBC Summit Americas 2026 at stand B175, with additional information in its Latin America Online Outlook report, available at vixio.com/research/latin-america-outlook-2025.

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Vixio forecasts that regulated online GGR in North and Latin America will grow at a compound annual rate of 20.3 percent from US$22.3bn in 2023 to US$56.3bn by 2028, drawing level with regulated European market.

Providing further insight into one of the most closely watched online gambling markets globally, Kilsby, Vixio’s award-winning analyst, will be speaking during a panel session titled “Brazil 2025: A Surge in Licensing and Lessons So Far.” James was recently recognized as a Silver Stevie® Award Winner for Thought Leader of the Year in the 2025 American Business Awards®. The panel will take place on Wednesday, May 14, at 11 a.m. in conference room four.

In addition, Vixio has been shortlisted for Compliance Solution of the Year at the 2025 SBC Awards, which will be announced on the second day of the conference.

Visit us at stand B175 at SBC Summit Americas to learn more about how Vixio can help your business navigate the regulatory challenges of the gaming industry.

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For more information, or to book a meeting with a Vixio representative at SBC Americas, visit vixio.com.

 

The post Americas Online Gambling Market To Soon Eclipse Europe’s, Finds Vixio Forecasts appeared first on European Gaming Industry News.

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CasinoWebScripts Enables Direct Provider Connections and Eliminates the Need for Aggregators

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CasinoWebScripts, a leading provider of iGaming software solutions, is drawing attention to a powerful infrastructure model already in use by several clients — one that enables direct integration between online casino operators and game content providers. As the industry evolves, the company is now actively promoting this approach as a smarter alternative to traditional aggregation.

In the conventional model, aggregators act as intermediaries between content providers and casino platforms. While convenient, this structure often limits operators’ control over technical and commercial aspects, introduces latency and adds additional costs. CasinoWebScripts’ model removes the need for an aggregator by enabling operators to connect directly to game providers using a simplified and consistent integration method.

“Our goal is to simplify the way operators work with game studios, regardless of the type of casino they operate — whether it’s real-money, crypto, or social sweepstakes. By providing the tools and infrastructure for direct connections, we empower both sides to negotiate directly, optimize performance, and reduce third-party dependencies,” said Oscar Stevens, Head of Business Development at CasinoWebScripts.

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Key Features of the Model Include:

• Direct Integration: Operators connect with game providers through a unified framework, without using an aggregator.

• Faster Load Times and Lower Latency: The streamlined architecture improves game performance and platform responsiveness.

• Independent Commercial Agreements: Operators and providers manage their own contracts, pricing and terms with full autonomy.

• Easy Expansion: The system supports the quick addition of new providers, with minimal integration overhead.

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• Technology-Only Role: CasinoWebScripts supplies the infrastructure but does not interfere in commercial relationships.

This infrastructure shift reflects growing demand from operators looking for more autonomy in their business models. It also addresses concerns about transparency and technical bottlenecks that often arise with aggregator-based systems.

“Our platform is designed to serve those who want to scale fast and retain control over their operations. With this model, operators no longer have to compromise on performance or commercial independence,” added Stevens.

The post CasinoWebScripts Enables Direct Provider Connections and Eliminates the Need for Aggregators appeared first on European Gaming Industry News.

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