Lazar Agatonovic, CTO at Amusnet, sits down with iGaming Expert to discuss how offering player rewards in the right way can be the key to unlock player retention.
At a time when acquiring players is so expensive, operators are under more pressure to keep players in the ecosystem for longer. Agatonovic discusses how Amusnet’s Bonus Platform can help operators boost player retention rates and build genuine long-term engagement strategies.
Why did Amusnet decide the market needed a Bonus Platform?
When we started speaking with operators about retention, we kept hearing the same challenge. Everyone understood the importance of player rewards. Everyone was investing in promotions. Yet many operators felt they were spending more time managing bonuses than actually using them strategically.
The industry had reached a point where traditional bonus systems were becoming increasingly fragmented. Operators were juggling multiple tools, multiple campaigns and large volumes of manual work.
We felt there was an opportunity to rethink the entire approach.
Rather than creating another promotional tool, we wanted to build a platform that helps operators turn rewards into a genuine engagement strategy. The idea was to make rewards easier to manage, easier to personalise and easier to measure. That vision became the Bonus Platform.
What makes the Bonus Platform different from other solutions available today?
The first thing we focused on was flexibility. Every operator has a different audience, different objectives and different retention strategies. We didn’t want to create a rigid framework that forced operators to adapt to the technology. Instead, we wanted the technology to adapt to the operator.
That’s why the platform supports multiple reward types across both online casino and live casino environments. Whether it’s Free Spins, Free Buy Bonuses, Lucky Spins, Golden Chips or Cashback, operators can build campaigns that align with their specific goals.
What truly differentiates the platform, however, is how these capabilities come together within a single ecosystem.
Operators can automate campaigns, personalise rewards, monitor performance in real time and adjust strategies instantly. Everything is connected. Instead of spending time managing complexity, they can focus on creating better player experiences.
Personalisation has become a major industry topic. How does the Bonus Platform help operators deliver more relevant rewards?
The reality is that players no longer respond to generic promotions in the same way they once did.
Think about how people interact with digital services today. Almost everything they see is personalised, whether it’s entertainment recommendations, shopping suggestions or social media content. Rewards should be no different.
The Bonus Platform enables operators to create highly targeted campaigns based on player behaviour and preferences. A VIP player, a newly registered user and a player who has become inactive all require different approaches. The more relevant the reward, the more valuable it becomes in the eyes of the user. That’s where we see the greatest opportunity for operators moving forward.
How has the market responded since launch?
The response has been extremely encouraging and perhaps not surprising.
Operators are increasingly focused on retention and lifetime value. They recognise that sustainable growth comes from building stronger player relationships rather than simply increasing acquisition budgets.
What we’ve heard consistently is that operators appreciate having a platform that combines flexibility, automation and visibility in one place.
Many have told us they were looking for a solution that could simplify their promotional activity while giving them greater control over player engagement strategies. That’s exactly the challenge we solved.
What is your advice for operators?
Stop thinking about bonuses as campaigns and start thinking about them as conversations. Every reward sends a message to the player. The question is whether that message feels generic or meaningful. The future belongs to operators that understand users on an individual level and use technology to create timely, relevant interactions at scale.
When rewards feel personal, engagement becomes stronger. When engagement becomes stronger, retention follows naturally. That’s where we believe the industry is heading, and that’s the philosophy behind everything we’ve built with the Bonus Platform.
