Ernest Lewicki, Infingame: “Balancing gamification with entertainment”

Ernest Lewicki, Infingame’s head of sales, explains why gamification can be a secret weapon for adding an additional layer of excitement to the traditional casino experience if features are implemented with care.

Opinion.- Ernest Lewicki, head of sales at Infingame, deep dives into the world of gamification as he explains why features such as challenges and tournaments can be a silver bullet for player acquisition woes – when used correctly. 

Gamification. It’s a term that, over the years, has made the rounds at nearly every conference over the last few years. In 2025, I can’t see this changing – gamification is on the rise, and for good reason. 

Tournaments, challenges, leaderboards and in-game quests have become commonplace as more operators seek new ways to engage with their players. And in a world of skyrocketing player acquisition costs, operators need all the tools in the toolbox to not only attract players, but to keep them coming back.

But here’s the thing: if gamification features are not implemented with care, it quickly turns from a shiny new feature into a cluttered mess that definitely means players won’t be coming back for more. 

At Infingame, gamification is much more than a gimmick or a buzzword; it’s a serious tool for player acquisition, particularly across fast-growing markets such as Latin America.  

Done right, gamification can be a secret weapon for adding an additional layer of excitement to the traditional casino experience. Done poorly, however, and it can throw a spanner into the works for players – creating a convoluted, disjointed gameplay that ends up alienating the very audience that you’re trying to engage. 

Gamification is, at its heart, a balancing act. It’s about adding value, not noise. Infingame is doing this right.

Knowledge is king

First things first, you need to understand your core audience. Each market has its own set of intricacies; players show preference for different types of games, mechanics, designs – the list goes on. But there is one common thread across every different market: players want to have fun. 

By adding an element of competition, perhaps a reward or a couple of challenges, you can elevate that traditional game to a whole new level. 

Gamifying your products shouldn’t involve throwing the kitchen sink at your game – players don’t want to feel like they’re navigating a complicated dashboard just to spin a slot. Sometimes, less is more.

This is a common pitfall that we’ve seen many brands stumble upon when incorporating gamification into their product suite. They roll out generic features, hoping for engagement, but end up overwhelming players with bells and whistles that create more noise than is needed.

At Infingame, we take a different approach. We believe that gamification should be player-centric – gambling companies should be using data to personalise every touchpoint. 

Just like Netflix knows which show you’re likely to binge next, operators need to know what makes each player tick. A free bet on tomorrow’s Premier League game might excite one user, but a casino player looking for a jackpot slot likely won’t care. Tailoring the experience is absolutely crucial.

So how do you ‘get it right’ when it comes to gamification? For me, there’s three key areas that you need to focus on: personalised rewards, progression mechanics and seamless integration. 

Each bet should feel like a step towards something bigger, whether that’s unlocking a new level, earning a badge or progressing further up the leaderboard. But none of these features should interrupt the gameplay. They should complement it. That’s the sweet spot.

Unlocking the power of engagement 

Our latest innovation, Challenges, is a perfect example of curated gamification in action. Designed to help our operator partners add an extra layer of excitement for players, Challenges encourages players to take part in daily tasks that reward them for simple actions. Whether that’s placing a bet, reaching a certain milestone or spinning a certain number of times. The concept is simple, but the flawless execution is where this feature truly shines.

Challenges are short-term, interactive quests that can reward players with free spins, bonuses or leaderboard points – all of which are customisable to suit the individual player’s preferences.  

What’s more, we’ve made sure that these tasks are strategically timed to boost activity during off-peak hours. For our partners in Latin America, this means more consistent traffic throughout the day, stronger retention rates and players who are excited to log in and complete the next task.

LatAm: a region primed for gamification

There’s no denying that LatAm is one of the most exciting regions for igaming growth right now – with the regulation of Brazil making the continent even more attractive for international brands. But that heightened interest has meant increased competition, and as a result, player acquisition costs are on the rise. That’s why gamification, when done well, can be such a differentiator.

Latin America is a region where interactive, social experiences reign supreme. Players want an experience that transcends a traditional spin of a slot, or a quick bet on the football. They want an experience. That’s where features like Tournaments come into their own. 

Our Tournament tool creates real-time competition, community interaction and a shared sense of excitement. Whether it’s a multiplier race or a win-based leaderboard, these formats continue to capture players’ attention. For operators, this can mean the difference between an engaged audience, and one that will flock to your competitor. 

Then there’s Happy Hours. Simple, yes, but effective. These limited time offers create urgency, boost traffic and help operators make the most of specific time slots. Used alongside Challenges and Tournaments, Happy Hours round out a gamification strategy that’s as dynamic as the market itself.

Respect the game  

Gamification should be more than a headline feature – it needs to be approached as a true gamechanger for player LTV. It should drive engagement, extend session times and, ultimately, build a loyal player base. But, most importantly, gamification should also respect the game itself. 

We can’t forget that casino players come for the thrill; as industry leaders, it’s our job to elevate that experience and bring something new to the table without detracting from that entertainment factor.

The industry may be awash with buzzwords, but gamification is much more than that. At Infingame, we see gamification tools as a real opportunity to deepen the connection between players and operators. 

The trick is knowing where the line is and then building something brilliant just behind it. Because when gamification is done right, it’s not just a feature. It’s the future.