Exploring The Gamanza Advantage

Founded in Switzerland in 2017, Gamanza operates in multiple highly-regulated markets, delivering a full suite of solutions to operators, including platform technology, third-party games and in-house content, compliance services and even its own bespoke gamification and bonus engines. 

A proven innovator, Gamanza’s commitment to secure, high-performance technology is underscored by its ISO 27001 certification – the international standard for information security management. It also made history in 2019 by launching Switzerland’s first legal online casino.

At the helm is Managing Director and Chief Commercial Officer, Tero Vienonen, who joins iGamingFuture today to share his exclusive insights into Gamanza’s products, sustainable retention and gamification strategies and approaches to reducing player friction.

A man of many talents, as reflected by his dual role in the company, Tero has over two decades of top-level experience in multiple leading iGaming companies, including Betway, NetEnt and Bally Wulff. Without further ado, let’s dive right in.  

Welcome, Tero.

As the global iGaming market continues to mature, operators face the ongoing challenge of increasingly stringent regulation. Is regulation slowing down operators? And if so, what type of sustainable retention techniques should they be employing to mitigate this?

“Regulation doesn’t slow the industry down. It reveals which strategies are sustainable and which are not. Every market eventually tightens and operators that rely on short-term, bonus-driven retention will inevitably feel pressure as regulation increases.

“The key is to design retention strategies that are compliant from the outset and resilient over time. 

“Engagement-based mechanics such as missions, progression systems and loyalty frameworks encourage repeat interaction without relying on excessive or unsustainable incentives. 

“Just as importantly, they allow operators to educate players gradually, shaping behaviour and expectations in a way that aligns with responsible play.

“Retention is not something that can be redesigned overnight and the same is true for the player journey – it needs to evolve consistently and sustainably.”

The increased friction caused by essential compliance layers can sometimes be a barrier for potential sign-ups. How can solutions companies like Gamanza help operators to create a regulated route that is still attractive to players?

“Compliance will always introduce friction, but friction does not have to lead to drop-off. 

“In fact, when implemented correctly, compliance can become an enabler – one that benefits and protects both players and the business in the long term.

“The challenge is ensuring that regulated journeys remain engaging, transparent and purposeful. By embedding engagement mechanics early in the player journey, operators can turn mandatory steps into part of a structured and enjoyable experience. 

“Progress indicators, onboarding missions and early-stage challenges help players understand where they are in the journey and why certain steps are required.

“At the same time, gamification opens up new possibilities for responsible gaming and player protection. Engagement mechanics can be used to guide behaviour, reinforce positive habits and support player education without compromising compliance.

“This approach not only improves conversion, but also sets the foundation for long-term engagement built on trust, responsibility and sustainability as regulation continues to tighten.”

Gamanza has gained a unique wealth of experience from working in the highly regulated Swiss market. How has that impacted product design and how does this convert into added value for your partners?

“Serving clients in a highly regulated market has fundamentally shaped how we approach product design. 

“It reinforces the need to build engagement solutions that are compliant by design, modular and adaptable, rather than relying on reactive adjustments at a later stage. 

“This experience means our products are stress-tested against strict regulatory requirements from day one. 

“For partners, this translates into solutions that can be deployed with confidence, scaled across markets and adapted as regulation evolves, without the need to rethink core engagement strategies. It also ensures continuity in the player journey, which is critical for long-term retention.”

Creating unique customer experiences is a critical element of player retention. How can operators leverage Gamanza’s modular approach to product development to help them achieve this?

“Modularity allows operators to move beyond static engagement tools and towards dynamic experience design. Operators know their players best and for that reason, they can choose the right gamification tools from the Gamanza portfolio. 

“Different players are motivated by different factors. A modular approach makes it possible to address those differences without adding operational complexity.

“By combining and configuring mechanics such as missions, tournaments, loyalty layers and progression systems, operators can build experiences that reflect their brand values while remaining compliant. 

“This flexibility also supports continuous optimisation, allowing engagement strategies to evolve alongside player behaviour, regulatory requirements and market maturity.”

Gamification has become somewhat of a buzzword associated with retention activities, but where does the real value lie and how can operators ensure the gamification tools they adopt are effective and not just performative?

“Gamification only delivers real value when it is purpose-driven and strategically implemented. Simply adding points or badges does not create engagement on its own.

“Effective gamification is rooted in a deep understanding of player behaviour and data. It should guide players through meaningful progression, reinforce positive habits, and support long-term loyalty – all while remaining compliant. 

“Operators should look for solutions that are measurable, configurable and designed to integrate seamlessly into the player journey. 

“When done correctly, gamification becomes a core retention pillar rather than a superficial layer.”

Editor’s Note:

Gamanza has built its reputation and business around a simple philosophy: Being compliant by design rather than treating regulation and player safety as an afterthought.

In Tero’s view, tightening regulation is not a roadblock but an eventual reality in every market and one which ultimately becomes a point of strength by driving sustainable strategies and revealing which operators are built for the long haul.

While he acknowledges that compliance inevitably adds friction to the consumer journey, he rejects the idea that this equates to increased churn. 

Instead, he argues that it can be an enabler, benefiting both the business and the player if converted into an engaging part of the process.

Tero advocates that sustainable growth cannot result from short-term, bonus-driven incentives or performative gamification strategies. Instead, he backs long-term, resilient engagement strategies and flexible, modular approaches that help operators to not only keep players but also lead them by “gradually, shaping behaviour and expectations in a way that aligns with responsible play”.

Tero’s message is clear, and it is shaped by decades of success in some of the toughest regulated iGaming markets: Only compliant-by-design, sustainable, and adaptable strategies win. 

And when combined with the company’s cutting-edge tech and products, this is the Gamanza advantage.