A game that performs well at one online casino may struggle to attract players at another, even within the same market. For suppliers such as 1spin4win, understanding these differences has become an important part of deciding which titles to recommend and how they should be promoted.
Speaking to Yogonet on the sidelines of the SBC Summit, Alena Zaytseva, Business Account Manager at 1spin4win, explained how the company uses player activity, retention figures and regional performance data to help operators make decisions about game selection and promotion.
Zaytseva also discussed why promoting established titles alone may not deliver the best results, how the company balances new releases with proven performers across its portfolio of more than 200 games, and what operators are looking for as they increasingly turn to data analytics and AI tools to inform their decisions.
You work with a significant amount of data from real player activity. Which metrics are most important when deciding whether a particular game should be promoted on a casino’s homepage?
We have a lot of data on all our games, which gives us valuable insights when launching new titles. I usually look at growth rates and retention. For example, if a game grows quickly, it indicates that players really like it. When we see players returning to a game even after the promotional period has ended, we know that it has genuinely captured their interest.
We also schedule pre-releases for most of our new games. These give us preliminary data on how a title is likely to perform. We usually organize them across different regions, and based on the markets our customers target, we can decide which games to recommend for lobby placement or other promotional activities.
Two games can perform very differently depending on the casino and its audience. How do you use player data to determine which title is the right fit for a specific operator?
We have a lot of data on the top-performing games at individual casinos, as well as rankings for particular geographic markets. By comparing those results, we can determine which games are more likely to work for one customer or another.
You can learn a lot about player preferences simply by looking at the top-performing games. For example, you can identify whether players prefer classic slots, Hold and Win games, or themed titles featuring elements such as Egypt or books. You can even go down to the number of paylines. At some casinos, you can clearly see that players prefer games with 100 lines, while at others, they favor simpler mechanics.
All this information helps us select the most suitable games for particular promotions.
How significant are the differences between geographic markets? Can player preferences vary dramatically from one region to another?
Yes, they can. There are regions where players strongly prefer one particular type of game. For example, colorful, themed Hold and Win games might not perform well in a market where players prefer classic slots. In other regions, players enjoy both colorful games and simpler 2D mechanics.
That is why we usually look at the top-performing titles for each individual casino project rather than relying only on regional trends. Even operators in the same market may be targeting different audiences.
Once a casino places a game on its homepage, which metrics do you monitor to determine whether the promotion has been successful?
We always track changes in bet counts and other performance metrics. It is very important to measure the results of every promotion because nobody wants to waste money. Increasing visibility is useful, of course, but we need to understand whether that visibility translates into actual results.
The clearest results are usually visible when we examine performance graphs over time. We might see that a particular pre-release campaign or tournament worked very well, in which case we can recommend repeating it, perhaps on a monthly basis. We look at bet counts, bet amounts, new players, and retention. These metrics help us understand whether a promotion has delivered the expected results.
Is there a particular player behavior or data point that often surprises casino managers and leads you to recommend a different promotional strategy from the one they initially had in mind?
Yes, and it usually comes down to player curiosity. Sometimes a casino manager prefers to promote just one or two of their top-performing games. We often explain that this approach does not always work because players do not necessarily want to stick with the old favorites. They also love trying something new.
That is why we always encourage operators to promote new releases. You can see how quickly a new game can enter the top five or top 10. It is possible to have both established, high-performing titles and new releases among the most popular games.
1spin4win has built a portfolio of more than 200 games. With so many titles available, how do you balance proven performers with newer games that still need exposure?
We basically try to promote both. There are players who prefer returning to games where they have won before. Maybe they had a big win and hope they will have another chance to win again.
At the same time, there are players who want to try something different, whether that is a new game or new mechanics. That is why we generally aim for a 50-50 balance.
For example, in our network promotions, we use half new releases and half established top performers. We have found that this is a good balance for us.
How is data changing the way game providers and operators collaborate on game selection, placement, promotions and player engagement? Do you see it fundamentally changing that relationship?
From the conversations I have had this year at SBC, I can see that many operators are now using their own analytics to plan their activities and select games. At the same time, they are beginning to use AI tools for analytics and potentially for areas such as lobby selection.
I think it is important for providers to maintain an ongoing dialogue with operators. On our side, we also have a lot of data about how our games perform. Most importantly, we know our games very well.
That is why we regularly approach operators with suggestions, whether that means changing something in their existing approach or encouraging them to try something new. I think we have been quite successful with that approach.
Are the data collected by operators and the data available to game providers complementary? Can both be used together to evaluate different aspects of performance?
We usually try to present our own recommendations on which games should be promoted, and then discuss those suggestions with the customer. We want to understand how they see things and what they believe could work better.
It is a collaborative process in which we can combine our knowledge of the games with the operator’s understanding of its audience.
Looking specifically at this year’s SBC Summit, what are you hearing from operators about their priorities, and what are you hoping to take away from the conversations you are having at the event?
Operators are looking for high-quality content, reliable partnerships, and performance that meets their individual needs. From what I have heard, I can say that a unified approach or a standard offer does not necessarily work for every project.
Operators want individual plans that reflect their players and their specific requirements. They are increasingly looking for a customized approach. That is actually what we do. We offer tailored promotions and plan our releases based on geographic markets and the top-performing games at each casino.
We also offer customized promotional activities. We have network-wide promotions as well, but we usually organize those only three or four times a year. At the moment, most of our promotions are customized to individual operators.