Slotegrator shares insights from its latest interview with Oleg Smolerov, CPO of ZingBrainAI, who details why today’s players want to take the wheel and take charge of their own experience.
Players want one thing in 2025: control. But this isn’t just the latest trend; it’s a formula for longevity.
Operators need to give players what they want, when they want it, emphasises Smolerov, as well as a truly localised experience.
“Players want native-language dealers, region-specific themes, and cultural nods that feel personal,” he adds. “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”
The group revealed that in order to achieve the desired levels of control, developers should prioritise features such as mission and challenges, as well as social-competitive layers such as leaderboards, tournaments and customisable skins, to boost player retention.
In addition, smart loyalty programmes, dynamic bonus mechanics, and crash games with strategic depth can also be utilised to extend session times.
Naman Bajaj, senior sales manager at Slotegrator, explains: “From our position at the intersection of content and technology, we see a clear shift toward player-centric design.
“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, concludes Smolerov. Success comes from designing an ecosystem where every element — from UX to engagement hooks — makes the player feel in control.
