EDGAR DAVTYAN Chief Marketing Officer Lynon
I've spent a lot of time observing the evolution of gamification, and there’s one thing that stands out: the way this culture splits into two distinct worlds. At Lynon, we see gamification evolving on two fronts—non-regulated and regulated markets. Many markets that once operated almost underground are now coming under tighter regulatory oversight. Tis shift has given rise to a “mixed-market” culture where both challenges and benefits coexist, forcing everyone in the industry to rethink how they build and promote their tools.
When you look at non-regulated markets, the initial freedom can be both a blessing and a curse. On the one hand, the lack of strict rules lets operators experiment freely, pouring resources directly into creating tools that engage users organically. Without limits on advertising and marketing communications, a well-designed gamification tool can quickly cut through the noise, naturally boosting both user acquisition and retention. Yet, this freedom comes with its own challenges—a chaotic landscape where competition is fierce and survival often depends on sheer agility.
In contrast, regulated markets offer a more structured environment. Here, many of the operational issues seen in non-regulated spaces are addressed by clear rules. Tis structure creates a level playing field and reduces uncertainty. However, the benefits of regulation are paired with strict limits on areas like advertising and user acquisition, which means that product development must be more cautious. In these markets, the challenge lies in striking a balance between creating an effective tool and complying with tight regulatory standards.
Breaking it down further: in non-regulated markets, the flexibility allows for rapid innovation. Companies are free to direct their resources towards developing highly efficient gamification tools. Tese tools do more than just perform a function—they become a form of organic advertisement, spreading by word of mouth without the need for expensive certification processes or heavy-handed regulation.
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On the flip side, in regulated markets, operators benefit from a system where many operational headaches are already taken care of. Yet, this same structure forces developers to navigate tougher restrictions when it comes to marketing and user outreach. Gamification tools in this arena must be both efficient and strictly compliant, and that dual focus can sometimes slow down the pace of innovation.
A significant advantage in this evolving landscape comes from the deep understanding of end-user behaviour that many B2C operators possess. Years of experience in non-regulated markets have provided invaluable insights into what users want and how they interact with gamification features. Tis data forms the perfect basis for developing tools that truly resonate with the audience.
For example, in several markets, operators have long relied on the tactic of encouraging end-users to “request a bonus.” In Turkey, this approach was not just a marketing gimmick—it became an integral part of the user experience. At Lynon, we recognised its potential and developed it into a dedicated gamification tool. Tis evolution perfectly illustrates how strategies born in non-regulated environments can be refined and repurposed to work within the confines of regulated markets, without losing the creative spark that made them successful in the first place.
Te mixed-market culture means that companies which once thrived in a less regulated, almost lawless environment now have a real advantage. Tey carry with them the speed and creative energy that came from battling fierce competition in a freewheeling market. As these operators move into regulated spaces, they are not abandoning their old ways; instead, they are adapting them to meet new challenges. Tis blend of past expertise and new regulatory demands pushes everyone to find solutions that are both innovative and compliant.
Take the Ukraine market as a case in point. Many operators there built their reputations in an environment that was once unruly. When regulation arrived, they managed to maintain their momentum by quickly adjusting their strategies. Rather than slowing down, they used their extensive B2C experience to adapt their gamification tools - ensuring that they remained competitive while meeting new regulatory standards. Tis adaptive approach has not only helped individual companies but has also driven the entire market forward.
Te evolution of gamification tools is a story of learning and adaptation. Te creative energy that powered the early days of
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