TURNING PROMO INTO RETENTION POWER
Today's players seek surprises, instant rewards and ongoing engagement at every step. To meet these demands, promo tools are evolving beyond simple mechanics. Evoplay's Olha Pronak, Head of KAM, demonstrates how thoughtful promo design can transform everyday gameplay into meaningful long-term connections and lasting impact.
Innovation drives iGaming, and promo tools are evolving right alongside it. What was created as tools to attract players has evolved into engines for retention and long-term value. Gamified platforms now see retention rates around 75 per cent, compared to roughly 50 per cent on non-gamified ones - a clear sign that smart promo design really moves the needle.
Evoplay is at the heart of this shift. Its campaigns, like Big Adventures and the recently launched Four Seasons of Legends, demonstrate how layered promo campaigns, featuring popular mechanics such as Tournaments, Prize Drops, and Wheels of Fortune, create meaningful, data-driven experiences. Each campaign is designed not only to engage players in the moment but also to generate long-term benefits for operators and sustained enjoyment for players.
BIG ADVENTURES: A LAYERED JOURNEY IN ENGAGEMENT
With players in mind, Evoplay designed Big Adventures as a journey rather than a short-lived promotion. Tis nine-month, multi-phase campaign, with a €2,500,000 prize pool, allowed players to move through different stages and discover new mixes of mechanics along the way, making the experience feel more like an adventure than a traditional campaign.
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Te campaign’s physical prizes, from iPhones to a luxury trip to the Maldives, added emotional weight and motivation. Te tension and excitement peaked during the live YouTube draw for the grand prize – Maldives trip. Together, it created stronger bonds between players and the provider.
Participation grew steadily, producing predictable peaks that allowed
Te format combined Tournaments, Prize Drops, and Wheel of Fortune into a single “3-in-1” structure. Its results showed that layering these mechanics encouraged players to try different experiences, engage more deeply with the platform, and extend session activity.
During the promo campaign, the number of active users per phase grew by roughly 44 per cent, highlighting strong audience engagement, alongside notable growth across other key metrics, including the number of rounds played and returning users.
Prize Drops delivered unexpected rewards at low entry points, Tournaments added competitive excitement and longer playtime, while Wheel of Fortune introduced interactive elements that complemented the core gameplay without interruption.
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