iGaming Daily Ep 608: Optimove on iGaming Gamification, AI, and Player Personalisation
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Sep 22, 2025 Kalev Kärpuk, Director of Gamification at Optimove, brings over a decade of experience in creating engaging gamification products. Joining him is Motti Colman, VP of Revenue, who specializes in customer retention strategies. They discuss how gamification can lower costs associated with bonuses while boosting player retention. The conversation covers Optimove's innovative gamification tools, the impact of AI on player experience, and industry trends in customizable gamified experiences that enhance engagement without compromising responsible gambling.
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Replace Bonuses With In-Game Layers
- Reduce costly bonusing by layering gamification inside existing leisure activities rather than adding external promotions.
- Target markets and regulations where bonusing is restricted to maximise gamification uptake.
Interactivity Drives Completion
- Gamified activities force focused interaction, leading to very high completion rates for mini-games and missions.
- That interactivity pulls players in and sustains engagement without aggressive push messaging.
Measure Against A Clear Baseline
- Define clear success metrics before measuring gamification, then benchmark against that baseline.
- Track metrics like software feature usage, secondary-currency earning, and tier progression to evaluate impact.