Let’s Talk Gambling: Game design for player retention (Part 1)

As the iGaming industry continues to grow at pace, developers are increasingly focused on finding new ways to maintain player engagement and build long-term loyalty. Game design plays a crucial role in this effort, with innovative mechanics, rewarding features, and tailored experiences all contributing to improved retention. However, identifying what makes a game truly “sticky” remains a challenge, as developers strive to balance creativity with player preferences.

Eamonn Beardsley, Content Strategy Director at Light & Wonder; Norbert Grono, Account Manager at Wazdan; Toni Karapetrov, Head of Corporate Communications at Habanero; Kate Romanenko, Head of Commercial at Kendoo; Andy Huang, CEO at TaDa Gaming; and Mike Collins, Game Product Owner at Thunderkick, spoke with Ross Timmins, Founder & CEO at Talk Gambling about the role of game design in player retention and how studios are evolving to meet changing player expectations.

What role do innovative game mechanics play in keeping players engaged over time? And when designing a new game, how do you decide which features to focus on?

EB: Innovation plays a huge role in the industry right now, and it really pushes us to keep creating something new and exciting every time. If players are seeing the same mechanics over and over, things can quickly feel monotonous. So, it is essential for us to evolve and innovate, but at the same time, we need to retain a sense of familiarity with the base mechanic. That is the key to giving players a foundation they recognise while offering something fresh. When it comes to choosing features, we rely heavily on data. We look at what mechanics players are engaging with, what keeps them coming back, and where they’re dropping off. This insight helps guide our decisions and ensures we build games that stay interesting long-term. Understanding what works and how we can keep evolving is ultimately at the heart of retention.

NG: Innovative game mechanics play a crucial role in maintaining player engagement over time by introducing exciting features that keep the gameplay fresh. When designing a new slot game, our team prioritises features that enhance player experience, such as unique bonus rounds, special symbols, and progression systems. Striking the right balance between familiar elements and new, innovative mechanics ensures the game remains enjoyable and captivating over extended play sessions.

AH: Innovative game mechanics are essential for maintaining long-term player engagement. Whether introducing challenges, strategic decision-making or enhancing win potential, the mechanics can be a player’s first ‘pull’ towards a particular game – often over theme or character choice. With all our titles, the R&D team meticulously researches every detail, including cultural references and colour selection, and prioritises the features and mechanics that will drive the gameplay. Our TriLuck™ games feature a unique Three Pots mechanic that allows all three features to trigger simultaneously from a single spin. Additionally, we utilise a Lock & Respin mechanic in many of our slots, including Lucky Jaguar. We focus on anticipating the primary activities players are looking for in each game and strive to exceed their expectations. Our emphasis is very much on the mechanics that enhance gameplay, with the theme and narrative serving to support these mechanics. Plus, we also offer innovations such as the unique WIN CARD feature, which adds an extra layer of gamification for the player and enables the operator to differentiate themselves from the competition.

MC: Exciting mechanics are integral to any successful game, ensuring players remain entertained and thus encouraging longer game sessions and providing genuine replay value. During the product development process, it is important to strike the optimal balance between feature novelty for new players and gameplay familiarity for returning players. Identifying this middle ground can broaden the appeal and maximise a title’s potential reach. The decision on which features to incorporate into a new game often stems from understanding trends, where we aim to decipher which game characteristics resonate with the target audience, as well as the analysis of player behavioural data, which allows us to gauge which mechanics drive longer sessions and increased revenue with operators. Ultimately, Thunderkick utilises features that boost the game’s entertainment value, while also offering a route to real win potential.

TK: Today, with so many games available, you cannot just launch a title and hope for the best. It has to offer something exciting that makes players want to return. We focus on finding the sweet spot between smart mathematical design and engaging features. One of our most exciting innovations is Jackpot Race™, which completely transforms the jackpot experience. Instead of the typical waiting game, we have turned it into a high-energy, time-sensitive competition, where players race for guaranteed prizes. This not only builds anticipation but also creates a sense of excitement and urgency, keeping players engaged. By making jackpots more interactive and social, we have moved beyond traditional gameplay where players aren’t just spinning alone; they are part of something bigger. When we design a new game, we always ask ourselves, “What makes this one worth returning to?” Replays, pacing, and the overall thrill factor are all essential elements.

KR: It is not always innovation that keeps players engaged—sometimes, familiar mechanics paired with custom volatility, hit frequency, unique features, or standout graphics and sound can create an experience players want to return to. Our team invests heavily in research, development, and thorough testing of these details—that is what defines the high quality of our content. When we design a new game, we focus on: player expectations and market demand – understanding what players enjoy and where the market is heading helps us in selecting mechanics that align with player behaviour.

Sticky games, or games that keep players coming back for more, are the holy grail for developers. How hard is it to identify if a title has that potential?

MC: It is almost impossible to predict – there seems to be no quantifiable measure that developers can leverage for future production. There have been instances where I am sure that a game will be a hit and it has underperformed, and occasions where there seem to be no standout characteristics, but for one reason or another, the title captures the imagination of players. So, while behavioural data analytics and market trends provide general product direction, it is important for developers to go with their gut feeling and trust their instincts. Finding a hook is the key, whether that be random feature triggering, big win potential, narrative-driven gameplay, or an engaging math model. These are the memorable aspects of a release that will captivate the audience and keep them returning.

EB: It is definitely a challenge. Even with the best data and planning, there are always surprises. Sometimes, a game you don’t expect much from ends up being your best launch of the year. That said, we do everything we can to understand what is working. We analyse the player journey, when and why they drop off, what they enjoy, and what might be missing. If we feel we have a great mechanic that is not quite landing, we will tweak it for the next release. That extra layer of innovation helps us solve problems and move the gameplay forward. We do not just look at transactional data either. We dig into theming, the game maths, gameplay flow, and features – every element that might influence the experience. Then, of course, you layer on creativity to bring that “magic” to the game. Finding that sticky factor is hard to predict, but when you hit it, it sticks, and that is when retention happens.

NG: Identifying a game with “sticky” potential is complex, as it depends on multiple factors, including the overall player experience and the game’s capacity to sustain excitement. Features like frequent bonus opportunities, rewarding progression mechanics, and the potential for significant wins contribute to a game’s stickiness. Although predicting long-term appeal can be challenging, thorough testing and analysis of player feedback allows us to gauge a game’s staying power. Our Sticky to Infinity™ feature has played a significant role in increasing player retention by enhancing anticipation and creating more rewarding experiences. Following its success in Mighty Fish™: Blue Marlin, this mechanic is set to make its mark once again in the upcoming Sizzling Eggs™ Grand Gold Edition. Its continued evolution reflects our strategic approach to fostering player loyalty through innovative and engaging game design.

TK: There is no exact formula for figuring out if a game will be ‘sticky,’ but over time, we have noticed certain patterns that give us a pretty good idea. At Habanero, we have seen that games with a strong community-driven element (like Jackpot Race™) tend to hold players’ interest longer. But it is not just about jackpots. Strong themes and immersive gameplay are huge factors in making a game ‘stick.’ Take Scopa, for example. It was initially designed for the Italian market, but it ended up attracting players worldwide because it had that authentic cultural feel while still being universally fun to play. That balance is key. A title might not explode right away, some games take time to catch on, but as players dive into the mechanics and appreciate the experience, engagement naturally grows. While data guides us, there is always an unpredictable element, and that is what makes game development so exciting.

AH: The challenge in developing sticky games lies in correctly predicting player behaviour patterns and the drivers of sustained engagement, which requires evaluation from three key aspects: data analysis, player feedback, and market testing. At TaDa, we collect and analyse data such as average playtime, retention rates, and betting patterns. If a game maintains high retention rates and fosters continuous gameplay loops, we can make an initial assessment of its stickiness and decipher what specifically is driving this engagement. Additionally, we further evaluate a game’s appeal through feedback from our partners, operators, streamers, and real players who participate in testing. Ultimately, identifying whether a game will be truly “sticky” requires a combination of experience, constant data-driven insights, effective player behaviour analysis and an understanding of the target market. This way you can ensure that a release not only gains short-term popularity but also sustains long-term player interest.

KR: You can never predict with 100% certainty whether a game will be a hit, but experience, market knowledge, and understanding player preferences significantly increase the chances of success. Details matter—you don’t need to spend 12 months perfecting every aspect of the UI, animation, or other elements, but having a skilled team and the right resources can make a real difference in game development. With the right toolkit, expertise, and talented team, you can confidently assess a game’s potential. From there, it’s up to the commercial team’s efforts and player feedback—if players love the game, it will become a hit. But beneath that success lies the foundation of a well-developed game and ongoing commercial work to build strong partnerships.

Don’t miss Part 2 of Game design for player retention which will be published on Monday 31st March 2024.