In a highly competitive market with a steady stream of new titles, having a diverse game portfolio is crucial for nurturing player loyalty and driving business growth. Kate Romanenko, Head of Commercial at Kendoo, discusses the importance of offering a variety of games, the need to balance quality with cost, and why collaboration between operators and studios has become essential.
As the iGaming industry evolves, I have come to see game variety not just as a nice-to-have but as a cornerstone of long-term engagement. With a high volume of new titles launching daily, standing out means offering players a range of experiences that feel both familiar and exciting.
Having worked on both the B2C and B2B sides of the iGaming industry, I have witnessed firsthand the significance of finding the right balance.
Players, particularly VIPs, tend to gravitate toward specific games. While a provider may expect a number of titles to succeed, only a small percentage typically perform at the highest level. This is not necessarily a reflection of quality but of player preference. Most players invest more time in the games they enjoy most, those that offer a familiar, comfortable experience.
This loyalty to favourite games creates a natural layer of retention. Still, operators must continuously experiment with new content. Testing different titles, leveraging data, and making agile adjustments to strategy are essential. A well-curated lobby not only boosts engagement but serves as a vital growth tool.
While familiarity is key to retention, curiosity also drives discovery. Players are often willing to explore new titles, especially when supported by smart promotional campaigns. This creates an opportunity to validate and reinforce new content through behavioural data.
Navigating the realities of diversification
Diversification remains a top priority for operators, but resource constraints often limit how much content can be realistically onboarded. That is why quality must always take precedence over quantity. Research is critical. Understanding which providers perform well in existing markets and which are favoured in target regions allows for a more strategic, prioritised approach.
Another significant factor is the cost of integration. From regulatory requirements and platform maintenance to payment processing and acquisition, operators face rising operational costs. Game provider fees add yet another layer, and as traffic increases, so does the need to secure commercially favourable terms.
The most effective partnerships are those built around proven content with long-term potential. Quality content is not a coincidence; it is the result of data-led development and continuous optimisation. While it comes at a premium, it consistently outperforms cheaper alternatives. For B2C brands, it’s worth asking: are you promoting what’s cost-effective or what actually delivers results?
In many cases, operators miss out by failing to promote the right games for their audience or, worse, by not activating those games at all. A well-informed portfolio strategy ensures popular providers are highlighted appropriately, maximising both player engagement and ROI.
Building smarter studio-operator synergies
Studios and operators each play a crucial role in shaping the player experience, and collaboration between the two can unlock significant value. Operators have direct access to player data and behavioural trends, which is invaluable for developing effective content strategies.
Having worked on the operator side myself, I have always advocated for maintaining flexibility in lobby and promotional planning. Allowing space for experimentation is essential for any business focused on sustainable growth. Player preferences vary widely by region; some players favour traditional, classic formats, while others are drawn to vibrant, feature-rich titles. Understanding these nuances requires going beyond surface-level data to uncover what truly engages each audience.
To make the most of these insights, I believe it is important to dig deeper into performance data. Sometimes, the right approach is to let established studios continue delivering familiar titles, while newer providers focus on creating something original with a twist. In other cases, combining elements from both worlds can result in hybrid games that appeal to a wider audience. At Kendoo, game variety is central to our product strategy, not only to attract players today but also to ensure they continue playing in the future.
This is where studios and operators can form a truly strategic partnership. Game providers like Kendoo have a global perspective and access to broader trend data, which can bring huge value to operators when deciding what to build or promote. That exchange of insight is where the real magic happens, leading to better products, stronger engagement, and, ultimately, more satisfied players.
In my honest opinion, the gaming industry has experienced a significant increase in the number of new releases, often with minimal variation between titles. Many of these new games adhere to established patterns, particularly those produced by studios that have emerged from larger companies. This trend has resulted in an oversaturated marketplace, making it more challenging to identify standout content.
For me, true diversification in games goes beyond simply introducing visual variety or unique themes. It involves deeply understanding player behaviour and using that insight to inform content creation. There are no strict rules about what players want; their preferences are influenced by factors such as geography, seasonality, and even the current market mood.
To remain competitive, studios must embrace experimentation, be responsive to data, and adapt to emerging trends. Innovation does not always mean reinventing the wheel; rather, it’s about understanding the context in which it operates, how it should evolve, and for whom it is intended.
