Players want one thing in 2025: control. But this isn’t just the latest trend — it’s a formula for longevity.
Slotegrator Academy interviewed Oleg Smolerov, CPO of ZingBrain AI, to explore how player behaviour is evolving — and why today’s players don’t just want to watch the reels spin, but to take the wheel and steer their own experience.
Operators need to deliver what players want, when they want it — or even before. Adding to the challenge is that player priorities shift over time. To keep up, operators need next-level retention tools — like Aviatrix’s ZingBrain.
ZingBrain is an AI-driven performance platform that helps iGaming operators personalise player experiences. After analysing billions of data points, the platform has pinpointed the game mechanics that truly drive engagement in 2025. One message is clear: interactivity and in-game gamification are essential for long-term success.
Here’s what today’s players value — and what every developer and operator should focus on to boost retention and extend session times:
Missions & challenges
Clear challenges with rewards tied to progress give players a sense of purpose and control. Earning XP or completing steps toward a bonus round creates momentum that keeps players coming back.
Social-competitive layers
Leaderboards, tournaments, customisable skins and characters, quick mini-challenges, and even live chat transform solo spins into shared events.
Smart loyalty programmes
Login bonuses, daily rewards for completing tasks, and mission-based perks help increase engagement and turn casual users into loyal players.
Dynamic bonus mechanics
Features like multi-stage bonuses, respins, and other add-ons keep gameplay fresh and unpredictable — without overwhelming new users.
Crash games with strategic depth
Fast, intuitive gameplay combined with meaningful choices — such as when to cash out or push for a higher multiplier — continues to attract wide audiences, especially when enhanced through personalisation.
In addition to game mechanics, localisation remains a powerful tool. Aviatrix creates localised experiences with games built around events like Chinese New Year, Halloween, or major cricket tournaments like the IPL — making each session feel fresh, relevant, and personal.
“As overall quality rises, accurate localisation becomes critical. Players want native-language dealers, region-specific themes, and cultural nods that feel personal. This is especially true for live and crash games in markets like Brazil and India, where hyper-local content makes the experience feel authentic. Suppliers are getting better at delivering this, often because they now have access to far more data,”
– Oleg Smolerov, CPO at ZingBrain AI
“From our position at the intersection of content and technology, we see a clear shift toward player-centric design. The most successful games today are the ones that put players in the driver’s seat — not just through gameplay, but through personalisation, progression, and relevance. It’s a direction we fully support and actively promote across our partner network,”
– Naman Bajaj, Senior Sales Manager at Slotegrator
While flashy features may attract attention, players ultimately stay for quality, consistency, and relevance. According to Oleg Smolerov, long-term success comes from building an ecosystem where every element — from UX to engagement hooks — makes the player feel in control.
Find more insights in the full interview at Slotegrator Academy here.
