resonates with local audiences. Cultural differences strongly influence game success; for example, mythological slots are particularly popular across Europe while football-themed titles like Penalty Shoot-Out: Street thrive in Latin America.
At the same time, analytics help identify universal themes such as mythology, sports, and luck, supporting a balanced global approach. Tey also inform strategic decisions on regional launches and promotional tools, optimising engagement and retention.
Andy Huang: Most PAM tools provide very detailed information on players and enable segmentation by geography, jurisdiction and even insights that drive region-specific product design. At TaDa, we use these details to drive our localisation strategy – global core mechanics, local content – to make decisions from language and currency, to RTP, UI and onboarding tactics. And with machine learning models, we can analyse and factor in churn risk, preferred bet levels, promotional sensitivity and especially the features players are likely to engage with. We can review granular data across regions to understand what local markets will respond to best.
When we trialled fish-shooting games in the U.S., the initial reaction was muted. However, due to the deep data we could access, plus feedback and commissioned research, the key finding was that there was a misalignment with online player expectation, leading to a disconnect between anticipation, activation and experience. Critically, however, players were not asking for an easier game but a product that resonated with them and their worldview; that brought them personal satisfaction and not just materially; and finally, a social experience that they could share. Tis put a very different complexion on the new game going forward.
Due to the sophistication of data analytics, we have a lot more fact based info to drive our direction. And when you add in AI, this has proved to be another winner for reducing our timeframes and costs whilst maintaining our high standards. Using AI, specifically AI-assisted concept sketch generation and character style exploration, has enhanced the early-stage development. We also use AI simulation of player behaviour and hit models to optimise multiplier design and RTP verification. In terms of debugging and testing, AI automated test scripts
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and anomaly tracking models have accelerated projects so major stage development can be shortened, reducing the overall development timeline to four/six months, which also significantly reduces the cost of fish-shooting game production.
How do you see arcade style titles evolving?
Alexandros Mavroudis: I think arcade-style games are absolutely here to stay, but we’re still in the early stages of their evolution. Unlike slots, which have been refined over decades, arcade-style titles are still being explored and defined. Tat’s understandable as experimental products naturally come with higher financial risk, and not every operator is ready to fully embrace them just yet.
"Arcade-style titles are evolving where gaming and gambling intersect, blending interactive
gameplay with winning chances. Players now expect their decisions to have significance and seek experiences that balance difficulty and reward. If a game becomes too complicated or
unbalanced, player engagement decreases; if it’s too easy, their interest wanes. In iGaming, arcade-inspired titles will hence prioritise straightforward mechanics and engaging
interactions to maintain player involvement.” Ivan Kravchuk
As the market continues to mature, and as existing titles and formats start to feel more familiar or even saturated, I believe we’ll see providers becoming bolder. Tey’ll take bigger creative risks to “crack” the formula for what truly resonates with players, and we’ll likely see even stronger influences from video games (both in terms of mechanics and design philosophy).
It’s at that point, I believe, that the line between gaming and gambling will blur even further. Perhaps, in the future, arcade- style experiences will become not just a bridge between the two worlds, but a category of their own.
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