How to increase player value

The iGaming audience is no longer growing as fast as the number of providers and operators. As a result, attracting players is becoming increasingly difficult and expensive. In this new reality, the focus is no longer just on increasing traffic, but on how to generate more revenue from each individual player. Emiliano Sanchez, CCO of Mancala Gaming, shares his thoughts on the role a provider can play in this process and which additional monetization approaches actually work.

Q: So, how can players actually be monetized further?

Emiliano Sanchez: First of all, by understanding that players have changed, and that old mechanics like offering more of the same bonuses no longer work. Generation Z and Millennials come to iGaming with habits shaped by mobile games. They expect to see familiar mechanics: daily missions, rewards for simple actions, a sense of seamless progression, and a personalized experience. Without such an experience, players lose interest and leave, generating less revenue than they otherwise would.

Given this, the main task for both the provider and the operator is to adapt online gambling to player expectations. At Mancala, for example, we created a gamification system that players actually want to come back to: it rewards them for their actions and gradually motivates them to increase their bets. And it delivered results. In a recent case study with a key partner, launching our gamification system from scratch resulted in +47% active players, +50% bets, and an 87% increase in ARPU within five weeks.

This is exactly how additional monetization works today: revenue grows through deeper engagement with each player.

Q: How exactly should the operator and the provider adapt to the experiences players are used to?

Emiliano Sanchez: The solution is a flexible system that adapts to the behavior of each player, where the operator decides when and why to reward them, while the provider supplies the tools to make it happen.

Take our bonus system, for example. Essentially, it is a scenario builder designed for different business objectives. It is activated by triggers such as the initial game launch, the number or amount of bets, or a specific loss threshold. Segmentation by Player ID or currency allows operators to configure the same campaign differently for various markets and player segments.

Together, this gives the operator a tool to customize any campaign for a specific player, whether it involves a bonus ladder, daily rewards, or limited-time promotions. Furthermore, the progress bar we recently introduced constantly shows players exactly how much they need to reach the next bonus or a new level.

This flexibility is what deeper engagement with each player is all about. It creates a personalized gaming experience and motivates players to come back, play longer, and bet more. Ultimately, this is reflected in key business metrics: session length, the number of active players, and ARPU all increase — something we have clearly demonstrated in practice.

Q: If player habits have changed so much, have their preferences in slots changed as well?

Emiliano Sanchez: Of course. Both mobile games and the abundance of digital entertainment have had a massive impact. This has not only reduced the average lifespan of a game to six months, but it has also pushed providers to increasingly release casual mechanics or pay homage to popular mobile mechanics. Once again, the market has to adapt to the experiences new players expect. Otherwise, we risk losing their interest, and no bonus mechanic will help because the player simply will not get to it.

The need to consistently deliver fresh content creates a "release race": the constant drive to launch games more frequently and make them more innovative. We have also recently increased our output to four games per month and are currently working on a casual mechanic that is entirely new to our portfolio. This is the reality of the market, and there is no escaping it.

The key thing here is not to overcomplicate things by making the game itself more complicated for the player. There is already too much choice today, and the player will not spend time trying to understand yet another new mechanic. The player comes for emotion and leaves if they do not get it.

Q: Then how can a provider maintain the balance between simplicity and the ability to offer something new?

Emiliano Sanchez: In my opinion, innovation is not always about reinventing the wheel. A familiar mechanic presented in a new way through theme, visuals, and rhythm gives players a fresh, yet intuitive and comfortable experience.

Our game Serengeti Sunrise is a good example. At its core, it relies on standard mechanics: a 5x4 grid, 40 fixed paylines, Buy Bonus, Lion Wild, and a Collector Symbol. But thanks to the theme, visuals, and the overall feel of the game, it seems fresh and intuitive from the very first spin. Within just a few months of its release, it caught up with our established portfolio leaders in terms of Retention and ARPU, and it consistently generates five times more bets than our average game.

A familiar mechanic can also borrow simple formats from mobile gaming that players encounter every day, such as casual and crash games. At the same time, the game’s theme can be unusual and provocative. Our titles Snack Me Up and Freak Machine are examples of games built around familiar mechanics but featuring bolder themes that attract attention and expand our audience. This is part of the culture at Mancala Gaming: we love games and constantly ask ourselves, "What if?"

In any case, the core logic remains the same: keep the experience seamless for players who are already overwhelmed by choices.

Q: To sum up, what is the essence of additional monetization today?

Emiliano Sanchez: It is about keeping things simple by providing players with an intuitive experience, a personalized incentive, and a clear reason to come back. When mechanics work naturally, players stay longer, and the operator gains more value from each user.

This approach is also at the core of Mancala Gaming: we make complex things simple. For the player, this starts with their first spin and an easily understandable gaming experience. For our partners, it starts with their first interaction with us. For example, our updated website makes it incredibly easy to understand who we are, what we do, and the value we can provide.

This is what You Click. You Stick. is all about: the big idea of a small team that loves games and delivers consistent results with the energy, humor, and personality that got us here.

Image credit: Mancala Gaming