Player Emotions, AI and Retention: What Will Define iGaming Games in 2026
We sat down with Ivan Kalashniuk, the CEO of Dominator Play, to discuss why the iGaming market is no longer driven by beautiful graphics. Our conversation covered how players' emotions influence their behaviour, and the need to transform slots into comprehensive games. We also discussed the flexibility of providers, the importance of data and artificial intelligence, and why fast and adaptive formats will dominate the future rather than classic reels.
Key Takeaways
- Beautiful graphics no longer drive retention
- Instant games continue to gain popularity
- AI will reshape personalization
- Data-driven development beats content quantity
- Future slots may evolve into gaming ecosystems
C-lvl: Hundreds of new games enter the market every month. How can studios create products that not only fill operator lobbies but also significantly improve engagement and GGR?
Ivan Kalashniuk: The market has become so saturated that simply launching another game is no longer enough. Having worked across both regulated local markets and international jurisdictions, I've seen the same challenge everywhere: there are plenty of games, but many are not built on real data or a deep understanding of player behaviour. Most studios continue developing products without leveraging operator analytics or conducting meaningful player research. Even fewer collaborate closely with online casinos during development, despite this approach delivering the strongest results.
At Dominator Play, we build products around partner data. We work with online casinos and operators across multiple GEOs, analysing:
- Which mechanics perform best;
- Which games generate the strongest results;
- How players behave in different scenarios.
Equally important is understanding psychological patterns because games are not only mathematics—they are emotion, rhythm, and experience. This approach allows us to create products that actively contribute to business performance by increasing engagement, GGR, average bet size, and session duration.
C-lvl: AI has become one of the hottest topics in iGaming. Where do you believe its impact will be greatest: game development, player analysis, or personalization?
Ivan Kalashniuk: AI is often the first thing mentioned in presentations and the last thing that truly affects the final product. In reality, AI already plays a role across the entire industry, both for B2B providers and B2C brands. I believe its most significant impact will be in player behaviour analysis and personalization.
AI enables companies to understand:
- How players interact with games;
- When they lose interest;
- Which mechanics generate the strongest responses.
Based on these insights, brands can personalize not only bonuses and recommendations but also content presentation, making the experience more relevant for each individual player.
AI is also becoming increasingly important in: marketing optimization, retention strategies, detection of problematic gambling behaviour.
As for game creation, AI can assist during concept development, but final design decisions and visual execution will remain human-driven due to the industry's high standards and intense competition.
C-lvl: Will AI eventually adapt game dynamics to individual player preferences, or is that still largely theoretical?
Ivan Kalashniuk: Elements of this already exist, but current implementations don't yet produce ideal results. The challenge is not adjusting mathematical models or gameplay dynamics. The challenge is maintaining a coherent experience.
A game is much more than algorithms. It is the emotional journey it creates and its ability to motivate players to continue exploring.
Every component—from visuals and pacing to bonus mechanics—is designed with a specific purpose. While AI can analyze behaviour and recommend improvements, it is unlikely to replace experienced game designers and product teams entirely.
A more realistic future is a hybrid model where AI supports elements such as:
- Recommendations;
- Bonus scenarios;
- Difficulty balancing;
while the core experience remains in the hands of designers.
C-lvl: Gamification is often considered a key retention tool. Which mechanics work best today, and what trends do you expect to emerge in the future?
Ivan Kalashniuk: Gamification has become critically important, particularly because many casino players now come from mobile and PC gaming backgrounds where these systems are a natural part of the experience.
It's no longer enough to simply add isolated features. Players expect a sense of progression, visible evolution, and continuous discovery throughout their journey. The longer they interact with a product, the more new experiences and motivations they should encounter.
Looking ahead, the trend is moving toward deeper and more personalized gamification systems, where progression, rewards, and gameplay are interconnected and adapt to player behaviour. The goal is to make every gaming session meaningful for players while simultaneously delivering stronger business results for operators.
C-lvl: Having worked closely with operators for many years, what challenges are they facing most frequently today?
Ivan Kalashniuk: Competition for user attention remains extremely intense, but every operator faces different challenges. For some, the priority is acquiring high-quality, converting traffic. For others, the focus is on integrating payment systems, securing better deposit and withdrawal conditions, overcoming platform limitations, increasing customization options, or gaining greater control over content.
Today's market is not defined by a single major problem. Success depends on how quickly operators can identify weak points and respond to them. Those who are able not only to acquire users but also to retain them through strong content, seamless UX, and effective personalization will have a significant long-term advantage.
C-lvl: How can content providers help operators overcome these challenges?
Ivan Kalashniuk: Games built using operator data and behavioural analytics can significantly improve key performance metrics, including GGR, average bet (AVG.BET), spin count, and session duration.
As for the gap between operator expectations and what studios currently offer, I don't believe it truly exists. The real issue is that not all providers effectively use data and analytics to optimize player engagement.
Our objective is to create games that are both enjoyable for players and capable of delivering measurable business value. By combining engaging gameplay with data-driven optimization, we aim to help operators improve performance while providing users with experiences they genuinely want to return to.
C-lvl: Tell us more about Dominator Play. How will the studio differentiate itself from other providers?
Ivan Kalashniuk: Our key differentiator is our approach.
We don't simply create games—we build complete products designed to improve operator performance.
Every aspect of our content is shaped by analytics and player behaviour, including:
- Visual design;
- Gameplay pacing;
- Bonus systems;
- Progression mechanics.
We also place significant emphasis on collaborative promotion.
Dominator Play provides operators with:
- Marketing materials;
- Ready-to-launch promotional tools;
- Dedicated team support.
In addition, we actively collaborate with influencers and affiliate managers to maximize exposure among target audiences. Perhaps most importantly, we focus deeply on player psychology—understanding what motivates players, which mechanics trigger emotional responses, and how engagement can be sustained over time.
Our goal is to be more than a provider. We aim to become a growth partner for operators.
C-lvl: Looking several years ahead, what will slot games look like? Will they remain traditional slots, or evolve into broader gaming ecosystems?
Ivan Kalashniuk: I believe traditional slots will gradually lose their dominant position. They won't disappear, but they will increasingly share space with instant games and entirely new formats that respond more quickly to player behaviour and emotions.
This shift is largely driven by younger audiences. Today's players arrive with experience from mobile, PC, and console gaming, and they expect familiar, fast, and highly engaging experiences.
The future of casino entertainment will be a hybrid of gambling and game development, where gameplay systems and wagering mechanics operate together as a unified ecosystem. Features that are now common in mobile games—such as battle passes, progression systems, upgrades, and seasonal events—will become increasingly integrated into casino experiences.
Traditional slots will remain as a nostalgic option for players who appreciate simplicity and familiarity, but the industry's centre of gravity will continue shifting toward more dynamic, interactive, and immersive formats.