SiGMA Eurasia: ELA Games MD Marharyta Yerina Talks Progression Milestones in Dubai

Speaking on the panel “Progress Paths: Making Milestones Matter” on February 11, Marharyta joined industry peers to examine how studios can effectively design retention strategies that go beyond traditional loyalty schemes.

Moderated by Tim French (Commercial Manager, Greco Fast Track), the session looked at the psychology behind player retention. Marharyta suggested that keeping players engaged is often about subtle design choices rather than more obviously displayed progress features. She brought a different angle to the conversation, noting that optimizing volatility and feature frequency creates a natural sense of anticipation, engaging players through the game’s rhythm rather than just visible progress bars.

The discussion also challenged the industry’s reliance on complex, long-term VIP systems. Marharyta brought attention to the importance of “micro-goals”, intra-session milestones that maintain interest during gameplay, and stressed that audio-visual feedback is vital in making the experience feel rewarding in the moment, rather than just a series of spins.

The panel brought together diverse perspectives from across the iGaming sector. Marharyta was joined on stage by Alena Tsuranova (CCO, Megafair) and Bulat Fakhrutdinov (Head of Partnerships, Betronic Software), who each contributed their own unique expertise on how commercial and partnership strategies influence player journeys.

Representing ELA Games at these major international summits plays a big part in establishing the studio’s distinctive voice in the sector. She uses these opportunities to share the team’s creative vision, demonstrating that the “For Players, By Players” ethos works in practice, creating games that players genuinely want to return to, and partnerships focused on long-term value.