A core iGaming principle of 2025: give players control

Players want one thing in 2025: control. But this isn’t just the latest trend; it’s a formula for longevity. Slotegrator Academy interviewed Oleg Smolerov, CPO of ZingBrain AI, to find out how player behavior is evolving — and why today’s players don’t just want to watch the reels spin, but to take the wheel and take charge of their own experience. 

Operators need to give players what they want, when they want it — or even before. Making matters more complicated is the fact that player priorities can change over time. To keep up with them, operators need a next-level retention tool — like Aviatrix’s Zingbrain. 

ZingBrain is an AI-driven performance improvement platform that helps iGaming operators personalize player experiences. By analyzing billions of data points, the platform has identified the game mechanics that actually drive engagement in 2025. From that data, one message emerges: interactivity and in-game gamification are essential for long-term success.

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Here’s what today’s players value, and what every game developer and operator should prioritize if they want to boost retention and extend session times:

• Missions & challenges: Clear challenges with rewards tied to progress give players a sense of purpose and control. Earning XP or completing steps toward a bonus round creates momentum that keeps players coming back.
• Social-competitive layers: Leaderboards, tournaments, customizable skins and characters, quick mini-challenges, and even live chat create an atmosphere that turns solo spins into shared events.
• Smart loyalty programs: Login bonuses, daily rewards for completing tasks, and mission-based perks increase engagement and help transform casual users into loyal players.
• Dynamic bonus mechanics: Features like multi-stage bonuses, respins, and other add-ons keep gameplay active and unpredictable — without overwhelming new users.
• Crash games with strategic depth: Fast, intuitive gameplay combined with meaningful choices (when to cash out, whether to push for a higher multiplier, or even which character to use) continues to attract broad audiences, especially when layered with personalization.

In addition to game mechanics, localization is as powerful a weapon as ever. Aviatrix creates localized experiences with games centered around events like Chinese New Year, Halloween, or big cricket tournaments like the IPL, making each session feel fresh, relevant, and personal.

As overall quality rises, accurate localization becomes critical. Players want native-language dealers, region-specific themes, and cultural nods that feel personal. This is especially true for live and crash games in markets like Brazil and India, where hyper-local content makes the experience feel authentic. Suppliers are getting better at delivering this, often because they now have access to far more data, says Oleg Smolerov, CPO at ZingBrain AI.

From our position at the intersection of content and technology, we see a clear shift toward player-centric design, says Naman Bajaj, senior sales manager at Slotegrator. The most successful games today are the ones that put players in the driver’s seat — not just through gameplay, but through personalization, progression, and relevance. It’s a direction we fully support and actively promote across our partner network.

While players are drawn to flashy features, they ultimately stay for quality, consistency, and relevance. According to Oleg Smolerov, success comes from designing an ecosystem where every element — from UX to engagement hooks — makes the player feel in control.More valuable insight you can find in the full interview at Slotegrator Academy here.

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