What makes a slot game successful? Is it mechanics, themes, RTP, global trends or something else entirely? We asked top industry experts Daria Danchuk, Key Account Manager at Gamzix, Olga Hlukhovskaya, Business Development Director at 1spin4win, and Anton Gyria, Director of Business Operations at Evoplay, to share their views on what today’s players are looking for – and how providers are meeting those demands.
In this insightful discussion, three industry experts share their perspectives on the latest trends shaping the iGaming industry. They delve into shifting player preferences, the rising demand for personalization and responsible gaming, and the mechanics that drive engagement across different markets.
Daria Danchuk – Key Account Manager at Gamzix
With a deep understanding of player behavior and market trends, Daria helps deliver games that align with regional preferences, featuring popular mechanics, engaging themes, and flexible volatility options. Daria’s expertise allows Gamzix to strengthen its presence in global markets.
Olga Hlukhovskaya – Business Development Director at 1spin4win
With extensive experience in the iGaming industry, Olga drives 1spin4win’s growth by identifying new opportunities and transforming them into clear strategies for the company’s business directions. She emphasizes the importance of fair play, transparent mechanics, and engaging promotional tools to enhance player loyalty.
Anton Gyria – Director of Business Operations at Evoplay
Anton oversees strategic initiatives that ensure Evoplay remains at the forefront of innovation. His insights into regional gaming preferences and localization strategies fuels Evoplay’s strong performance across diverse markets.
What trends are you noticing in player preferences for slot games?
Daria Danchuk (DD): From my expertise, personalization is a growing trend – players are more drawn to games that cater to their preferences or those featuring familiar themes or characters. Operators also prioritize features like in-game jackpots, tournaments, and mobile-optimized designs to appeal to a wider range of players. Additionally, adopting responsible gaming tools is becoming a significant priority, with operators focusing on providing a safer, more sustainable gaming environment.
Olga Hlukhovskaya (OH): The biggest trend in player preferences for slot games is a focus on fair play and transparency. Players across the globe are increasingly seeking well-balanced gameplay, clear mechanics, and engaging promotional tools like Cash & Drops, pre-releases, branded games, free spins, and in-game features. These elements not only enhance the gaming experience but also foster loyalty and long-term engagement.
Social casino gaming is another growing trend, and we are already working in this market. All of our games are optimized for social casinos, and most importantly, they have proven to be engaging for players who prefer not to risk their money but still want to experience the pure thrill of gambling.
While entertainment-driven slots gain popularity depending on trends, classic slots remain timeless and an essential part of any casino’s portfolio. Their simplicity, nostalgia, and strong retention ensure they always have a place in the market.
Anton Gyria (AG): Players like variety. That’s why, in iGaming, we see a constant evolution of games, including slots. This applies to mechanics, mathematics, design, and various other aspects. Speaking of mechanics, players enjoy many interesting ones today – from cascading reels and progressive jackpots to Hold & Win and beyond. By the way, Evoplay’s recent sequel featuring Hold & Win trend mechanics, Hot Triple Sevens Hold & Win slot, shows growth in all metrics. This may confirm the hypothesis that players enjoy a nostalgic connection to the original game while also valuing the experience of something new.
When it comes to regional preferences, there is a general understanding that in Europe, players prefer slots with classic themes, while in LatAm, for example, they lean towards more dynamic gameplay. Of course, this pattern exists, but we can’t ignore individual preferences, which vary. Our analytics prove this – for instance, ourPenalty Shoot-out: Street, a football-themed game with modern instant mechanics, is popular both in Europe and Latin America. The same applies to Hot Triple Sevens Hold & Win and its previous version, Hot Triple Sevens Special – both resonate with players globally.
However, considering that trends, like players, change, we like to experiment. We observe player reactions and adapt our offerings – both the visual aspect and the back end – accordingly. In my opinion, experimentation and testing hypotheses are the keys to success.
Which types of slot games (themes, mechanics, RTP) are currently the most popular across different markets?
DD: Across various regions, Gamzix players enjoy a diverse range of themes, with mythology, adventure, and classic fruit slots consistently performing well. Additionally, unique characters and fresh visual styles help capture player interest.
When it comes to mechanics, players appreciate high interaction – bonus pick games, expanding wilds, and a variety of free spin modes are popular. Flexible volatility options are also in demand, catering to both casual players and high-stakes gamblers.
As for RTP, games with an RTP of around 96-97% are generally favored, offering a good balance between excitement and fairness. Providing a mix of RTP options allows operators to cater to different player preferences in various regions.
OH: High RTP games are favored globally, but regional preferences vary. In LatAm, charismatic animal characters like those in Lucky Robbery and Coins Sniffer Hold and Win resonate strongly. Meanwhile, Eastern European players prefer traditional fruit slots.
Seasonal and event-driven games are highly engaging across multiple regions. For example, seasonal releases like New Year games performed exceptionally well annually. On March 13, we are launching Clover Fest Hold and Win for St. Patrick’s Day, a theme that consistently appeals to European players. Our internal data supports this trend, as Lucky Clover Spins has outperformed our other seasonal releases in 2024.
Player demographics also play a role. Millennials and Gen Z prioritize high-quality graphics, so we continuously refine our art, making it more visually appealing and immersive.
AG: In the context of themes, the sports theme currently resonates the most with players of our games in Europe, LatAm, and other regions. However, classic themes like Gods, fishing, sevens, and others are still favored globally.
In terms of game content, I’d say that in LatAm, players prefer simpler slots – those with Progress Bars, Free Spins, and easy-to-follow mechanics. Meanwhile, in Europe, slots with a large number of features are more popular. These can include Bonus Buy, Bonus Symbols, Bonus Games, Jackpots, Money Symbols, Free Spins, Extra Free Spins, and more. When it comes to RTP metrics, slots with 96% or higher are in the highest demand. It is also important to add that the top games in terms of different business metrics – Bet Sum, User Count, GGR – vary not only across different GEOs but also within the same region and even within a single casino. Many factors affect this, especially seasonality. Holidays and events often bring promotions that primarily impact engagement and also influence retention, though to a lesser extent.
By the way, one example of how this works is the Easter celebration, ahead of which Evoplay enhanced one of its most popular slots, The Greatest Catch. In the seasonal release, The Easter Catch, the main character, fisherman Harry, enjoys the festive landscapes while waiting for a big fish.
To maintain players’ interest in their favorite games, including slots, we regularly adapt them to different regions, themes, and generations. For example, we create reskins that can be relevant to a particular audience in different GEOs.
How do player preferences differ between various regions or GEOs?
DD: Player preferences vary significantly across different regions. In Europe, players tend to favor classic themes with well-balanced RTP and advanced mechanics, often looking for a mix of entertainment and strategic play. Other regions may lean toward higher volatility, jackpot features, or culturally influenced themes that enhance engagement. At Gamzix, we focus on developing games that align with regional preferences while ensuring flexibility for operators to adapt to diverse markets.
OH: While the Hold and Win rounds perform well across all markets, each region has distinct preferences. LatAm players favor vibrant visuals and minimalistic 3×3 reels. To meet this demand, we introduced Sun Treasure, Lucky Bro Hold and Win, and Coins Sniffer Hold and Win.
African players lean toward straightforward, easy-to-play mechanics, while European audiences prefer complex features and multi-level bonuses.
Despite the differences, one of the key factors for a slot’s success in the market will be linguistic accuracy. Translations must be culturally and linguistically precise, ensuring that game terminology and UI elements feel native to each market.
AG: First of all, as I’ve already mentioned, the differences are largely due to cultural factors. Even if we just look at slots, we can see how the popularity of themes changes depending on the region. For example, in North America, the Buffalo theme is popular, inspired by the wildlife of the region, where buffalo (or bison) are a part of both nature and culture.
At the same time, in Latin America, football-themed games are more popular, which is a part of their history. This is reflected in the success of our sports titles with different mechanics, such as Penalty Shoot-Out, Penalty Shoot-out: Street, Scratch Match instant games, orLong Ball, alongside fun themes like the one found in theSave Hamster title.
In Europe, while it depends on the specific country, classic themes like Gods, fruits, candies, and sevens are still widely favored. So, when creating games, providers need to keep all these preferences in mind to create a truly resonant game experience.
How do you approach localization to ensure your games are relevant in various markets?
DD: We focus on creating games that appeal to players from diverse regions by blending cutting-edge mechanics with high-quality visuals and sound. After establishing a strong presence in Europe and the CIS, we’re now focusing on emerging markets. Our approach involves understanding local preferences and ensuring our content is adapted to meet the tastes of players in each market.
OH: Localization goes beyond mere translation; it’s about tailoring mechanics, themes, and promotions to align with player preferences. We also incorporate multi-currency and crypto support for seamless transactions in both fiat and digital currencies. Ensuring a smooth gaming experience is key, so we focus on optimized graphics, fast loading times, and stable performance, even on slower internet connections.
AG: We have a very thorough approach to localization, as it directly affects whether our games will be liked in a particular market or even in a particular casino. To succeed, we study analytics in detail, run tests, closely communicate with partners, and analyze the market.
I can also say that some of our games support more than 20 languages, which is a lot, and in fact, not everyone in the market does so. In terms of localization, the availability of our games, and brand scaling alike, this gives us an advantage.
It is logical that in order to attract more partners and players, our product must be relevant – which we, from game producers to KAMs and marketing teams, are constantly working on. All this leads to the fact that when opening an Evoplay game, the player, wherever they are from, sees a theme close to them, a clear interface in their native language, and gameplay that resonates with them.
Which GEOs are currently the most promising for slot providers, and why?
DD: Currently, the most promising GEO is Africa. The region is experiencing rapid growth in mobile gaming, making it an exciting market for online slots. Plus, with regulations evolving, the market is becoming more structured and fuller of opportunities for innovation and expansion.
OH: LatAm and Africa are currently the most promising markets for slot providers, driven by mobile-first gaming habits and increased internet penetration. With mobile devices becoming the primary platform for gaming, cross-platform accessibility is essential to ensure seamless experiences across different devices. Eastern Europe remains a strong market, with classic slots consistently performing well and resonating deeply with local players.
By leveraging regional adaptations, localized promotions, and optimized game mechanics, player engagement, retention, and revenue potential can be maximized in these diverse and evolving markets.
AG: We are interested in working across different regions because our game portfolio appeals to players with various preferences. This also aligns with our development strategy for further expansion.
Recently, we finally received a license for the Canadian market – a promising and significant iGaming market in North America. It’s truly important for us, and I’m sure it will be a great boost for Evoplay’s growth. And we’re not stopping there – in Europe, we are planning to enter the promising markets of the Netherlands and Spain. These markets are important to us because slots are very popular among European players.
How does regulation affect your game development process?
DD: We ensure our games adhere to all relevant RTP standards, fairness guidelines, data protection regulations, and responsible gambling. This helps maintain trust with both operators and players, ensuring that our games are not only fun but also safe and secure.
OH: Regulations in key markets make the game development process more complex and time-consuming. However, these measures are designed to improve the reliability and accuracy of the systems. For example, modern encryption methods, authentication systems, protection against unauthorized access, stable handling of connection interruptions, and logging of game events help ensure player security and improve game quality.
AG: We analyze everything carefully and operate in accordance with regulatory requirements in the context of game development, promotion and beyond. Also, in compliance with all the requirements, we test games to ensure they meet the necessary local standards. Additionally, our partners are instrumental in helping us consider all the nuances, especially when entering new markets.
From a development perspective, the process doesn’t change significantly overall, but naturally, it varies depending on the specific requirements of each market’s regulator. For example, some markets may require certain functionality to be added to operate there.
In general, I’d note that there’s now a trend of each market being regulated separately. That means a single, generally applicable license isn’t enough – every market has its own requirements. On one hand, this adds to the workload, but on the other, once you complete the procedure, you already know how to navigate the process more efficiently.
How do your partnerships with operators and aggregators influence your game development and distribution?
DD: These partnerships are vital to our game development and distribution strategy. They provide us with valuable player insights, enabling us to refine our games to better meet market demands. Operators’ feedback helps us adjust game features, while aggregators play a key role in broadening our distribution, ensuring our games are available on multiple platforms. These collaborations are crucial for creating engaging experiences that support operators’ growth and player satisfaction.
OH: Partnerships with operators and aggregators are crucial for a game provider’s market entry. Aggregators make it easier to connect with multiple operators at once, saving time and reducing costs compared to integrating with each one separately. They also provide valuable insights into different regional markets. By partnering with aggregators, we can create a unified distribution channel that helps scale projects quickly. Additionally, operators and aggregators offer a range of promotional tools that are key to driving faster growth.
AG: First of all, we take into account the technical features of our partners – operators and aggregators – to ensure seamless integration of our games and other offerings. As for the promotion of our games, we provide partners with all the necessary content and regularly create a range of promotional tools to engage players.
We also pay great attention to communication with partners, and to optimize it, we have the Client Area platform. There, partners can find the latest news, easily download all the visuals they need at any convenient time, etc. This applies directly to the B2B side. However, we are also working intensively to establish communication with players and are currently working on creating special offers, alongside all previous initiatives. Because only a comprehensive approach helps promote both our games and, accordingly, the Evoplay brand.
