Entertainment and iGaming have been synonymous within the industry for quite some time, but can the same be said when viewed through a players’ eyes?
Whatever that answer may be, one thing is for sure. Brands such as Netflix, Instagram and TikTok are now the true challengers.
For Artyom Moskvin, COO of Endorphina, the competition doesn’t stop there. Video gaming not just provides competition, but should also be viewed as a true source of inspiration.
Gone are the days where fighting in-house for pride of place is the focus. An entertainment war is waging and for users craving instant gratification, it may not be a long one.
What hampers iGaming?
Moskvin begins by suggesting that iGaming brands could perhaps be tunnel visioned at times. This, he says, is due to the fact that there are a pair of major factors preventing them from truly being viewed as entertainment products by a large swathe of global players.
“The primary challenge facing the iGaming sector is a persistent focus on transactions and financial outcomes rather than user experience,” he says.
“While entertainment brands successfully build emotional connections through ecosystems, personalisation, and content, iGaming operators often prioritise acquisition bonuses and short-term conversion.”
But the problems don’t stop there. A major clampdown has been imposed on the iGaming industry across a number of jurisdictions.
This, in turn, introduces a number of unwelcome problems in aiming to catch, or even take a share from, these entertainment behemoths. Subsequently leaving a perception that these brands excel, while iGaming is left lacking.
“Strict regulations limit how iGaming brands can tell stories and communicate, a restriction that does not apply to traditional entertainment brands,” he notes.
We need to foster long-term commitments
We have heard for a significant period of time that iGaming must learn its lesson from various brands within the realm of entertainment, with Netflix the most notable example.
Over the years numerous discussions have been raised regarding the necessity to tap into what has made the streaming platform such a major global juggernaut. But with this talk going back for a considerable time, has sufficient progress been made or has the ship sailed?
“The opportunity is still very much present,” Moskvin continues. “The ship has not sailed. Current technology allows for the implementation of new ideas.
“The popularity of gambling content on streaming platforms like Twitch and Kick demonstrates that there is a tangible consumer demand for viewing gambling as entertainment, even among those not actively participating.”
With this success comes the achievement of an ambition that is pondered across the gambling landscape on a daily basis. How do you retain users and ensure long-term engagement?
Crafting effective player journeys is essential to guarantee that a short-term spike doesn’t fall away into nothing, Moskvin says. This is where the primary difference in engagement strategies lies.
“Entertainment companies, such as streaming platforms and video game producers, excel at fostering long-term loyalty through community building and personalisation,” he explains.
“While iGaming is effective at creating momentary emotional spikes, it frequently struggles to maintain continuity between those events.
“The next necessary stage for the industry is to move away from focusing on single-round sessions toward facilitating long-term player journeys.”
Despite this, Moskvin is far from suggesting that zero, or a distinct lack of, progress is being made as iGaming looks to heighten its appeal in the eyes of players.
This sees attention pointed to product development across two key aspects of the online casino landscape, with an evolution of game functionalities evidently drawing inspiration from elsewhere.
Moskvin remarks: “The industry has evolved from simple game rounds to more complex, TV-like experiences, particularly within live casino offerings and RNG games.
“Modern players often bypass basic spins in favour of bonus buy features and more sophisticated mechanics such as wilds, multipliers, and collection systems, indicating a demand for higher levels of engagement and emotional payoff.”
Don’t forget about video gaming
In spite of the undoubted popularity of a multitude of social media empires across the globe, Moskvin believes that the industry could be missing a beat.
This, he notes, is due to glances not being cast towards, and inspiration drawn from, a multi-billion dollar video games industry.
With regards to the integration of such mechanics, he highlights the potential for iGaming providers to learn from mobile and video game industries, which are highly effective at retaining audiences.
“Specifically the implementation of achievement systems, loyalty journeys, and collection features could provide the stickiness and engagement levels that are currently lacking in many iGaming products,” Moskvin notes.
This leads into the specific path being trodden by Endorphina itself, with the company keen to lean on a primary ambition that helped shape its name and release the endorphins of players.
When pressed on the studio’s specific plans to bridge the gap between iGaming and entertainment, Moskvin states that discussing the future of entertainment in iGaming, the company even challenges itself with unconventional concepts – including ideas such as player-versus-player experiences – not because they are part of their roadmap today, but because innovation starts by questioning traditional formats.
“Endorphina’s strategy is to balance the timeless appeal of classic slot experiences—which evoke nostalgia and familiarity – with continuous innovation through fresh mechanics, engaging gameplay, and premium visual design.”He concludes.
“The company is people oriented, maintaining close relationships with players through community building and active feedback loops.”
