Mancala Gaming CCO Emiliano Sanchez believes the iGaming industry has entered a new phase where attracting players is no longer the primary challenge facing operators and providers.
The audience is no longer growing as fast as the number of providers and operators, making player acquisition increasingly difficult and expensive across the board.
Sanchez argues the focus must now shift toward generating more revenue from each individual player rather than simply chasing higher traffic volumes.
Speaking to NEXT.io, Sanchez outlined how gamification, personalisation, and smarter bonus mechanics are the tools best placed to drive deeper engagement and increased revenue.
He pointed to changing player habits as a central issue, noting that Generation Z and Millennials arrive in iGaming with expectations shaped by mobile games, including daily missions, progression systems, and personalised rewards.
“Without such an experience, players lose interest and leave, generating less revenue than they otherwise would,” Sanchez said, underlining the urgency for operators to adapt their approach.
Mancala Gaming responded by developing a gamification system designed to reward player actions and gradually motivate higher bet volumes, with one case study showing particularly strong results.
Sanchez revealed that launching the gamification system with a key partner from scratch produced a 47% increase in active players, a 50% rise in bets, and an 87% improvement in ARPU within just five weeks.
The company also introduced a flexible bonus system acting as a scenario builder, activated by triggers such as initial game launch, bet volume, or a specific loss threshold, with segmentation available by Player ID or currency.
A recently introduced progress bar now shows players exactly how far they are from reaching the next bonus or level, providing a constant and visible incentive to continue playing.
Sanchez acknowledged that player preferences for slot content have also shifted significantly, with the average lifespan of a game now reduced to around six months due to mobile gaming habits and digital entertainment abundance.
To keep pace, Mancala Gaming has increased its output to four games per month and is currently developing a casual mechanic entirely new to its existing portfolio.
Sanchez was clear that innovation does not require reinventing established formats, pointing to Serengeti Sunrise as a strong example of familiar mechanics delivered through fresh themes and visuals.
The game uses a 5×4 grid, 40 fixed paylines, Buy Bonus, Lion Wild, and a Collector Symbol, yet within months of release it matched established portfolio leaders in Retention and ARPU while generating five times more bets than the average game.
Titles such as Snack Me Up and Freak Machine demonstrate another approach, using familiar mechanical structures paired with bolder themes to attract attention and broaden the audience Mancala Gaming reaches.
Sanchez summarised the core principle of additional monetisation simply: “It is about keeping things simple by providing players with an intuitive experience, a personalised incentive, and a clear reason to come back.”
He connected this philosophy directly to the company’s broader brand identity, captured in the phrase “You Click. You Stick.” which he described as the big idea of a small team that loves games and delivers consistent results.
