Inside Evoplay’s Bonus House: Melsida Grigoryan on Gamification, Localization, and the Future of iGaming

Introduction

In today’s competitive iGaming landscape, where acquisition costs rise and player attention fragments faster than ever, Evoplay is steering the industry toward a new era of sustained engagement.
Through its Bonus House, an integrated ecosystem of gamification and retention tools, the studio has reshaped how operators — including those connected via aggregators such as Timeless Tech — engage, reward, and retain players.

In this interview, Melsida Grigoryan, Key Account Manager at Evoplay, shares how the company’s gamified suite, from Quests and Branded Games to large-scale campaigns like Big Adventures, empowers partners to deliver measurable results. She also explains how cultural authenticity in key markets like Brazil fuels deeper player connection — proving that innovation, localization, and data can coexist seamlessly in modern iGaming.

As Melsida notes, “I see a successful gaming portfolio as a mixtape – a blend of timeless classics and bold innovations that spark curiosity, deliver emotion, and leave players inspired.” That approach — equal parts creativity and strategy — continues to shape Evoplay’s rise as one of the most forward-thinking studios in modern iGaming.

The Interview

What first pushed Evoplay to build a full Bonus House rather than a few add-ons, and is gamification now essential for providers? 

We created Bonus House to bring all of Evoplay's promotional tools together in one place. The main reason was to make our partners’ work easier and more efficient. Partners can log in to the Client Area, where the Bonus House is located. It contains detailed video guides for each tool, explaining what it does, why it’s useful, and how it works. This helps partners understand our promotions and get the most out of them.

Gamification now plays a vital role in player engagement. Bonus House is packed with promo tools built to support gamification, giving partners everything they need to plan campaigns that keep players engaged while also enhancing retention and lifetime value.

What is the uniqueness of Evoplay and how does it stay competitive?
We aim to do things differently – not just for the sake of novelty, but to make the player’s experience richer. The real difference is the way we combine creativity with innovation, along with our mission to make iGaming more diverse and exciting. Our portfolio includes everything from industry-first, skill-based titles like Star Guardians and Adrenaline Rush to top-notch slots such as Cat’s Blessing or Hot Triple Sevens series, reimagined lotteries like Adrenaline Rush: Scratch, and instant games such as Penalty Shoot-out: Super Cup and Uncrossable Rush that truly resonate with next-gen audiences.

To stay competitive, we keep it simple: we stay curious, move fast, and deliver fresh, engaging experiences while building strong connections with partners and players.

Choose a headliner – Quests, Branded Games, Random Prize Drops, Tournaments, or Big Adventures – what deserves the spotlight now, and why?

As the market gets more saturated and players become more demanding, it’s smarter to use each promo where it works best. The choice depends on many factors: timing, audience, partner goals, and more. 

But if we talk about what deserves the spotlight right now, it’s definitely our large-scale Big Adventures campaign with over €2.5 million in prizes. It stands out for its layered structure, narrative-driven experience, and the way it was shaped with partner and player feedback in mind.  Combining Tournaments, Wheel of Fortune, and Prize Drops, it offers players big opportunities – from daily prizes to rewards like an iPhone or even a trip to the Maldives. Initial performance results confirm strong engagement and enthusiasm for a long-term player journey.

Quests – how do they work and what impact do they have on players?

From what I’ve seen, Quests definitely generate strong interest among players and boost key performance metrics. Their practicality comes from the fact that they can work both as an in-game feature and as a standalone tool, which gives them a real advantage. Of course, players are always hungry for fresh experiences, so we occasionally refresh their design and add features that partners can customise. But the core remains the same – Quests are a highly promising tool because, unlike many features that focus mainly on acquisition, they help improve retention, which is hugely important for our partners.

Branded Games – what makes a re-skin a real brand moment, not just a logo swap?

It all comes down to the reason behind it. Third-party research shows that around 90% of consumers prefer personalised, interactive experiences. The same applies to players, who look for games that feel familiar and connected to the brand.

When we create branded games, it’s never just about adding a logo. Each title reflects the partner’s identity and builds a sense of belonging. It’s a small change on the surface, but it makes a big difference in how players connect with the platform.

And it’s definitely working – the number of branded games we’ve created for our partners keeps growing year after year, showing that operators see them as a powerful way to truly connect with their players.

What is Wheel of Fortune, and what is it used for?

Wheel of Fortune is part of Evoplay’s Bonus House suite of gamified marketing tools. Players love it because of the “expected excitement” phenomenon, which data shows can increase player retention by over 25%. It is slightly reminiscent of  Prize Drops, where players receive prizes randomly, but with an extra twist. A player gets the wheel at random, spins it, and can either win one of the available prizes or nothing. So, it’s more appealing to adrenaline lovers and is hugely popular with our audience. For partners, Wheel of Fortune is fully customisable, giving them an extra perk.

In Brazil, which themes have made people smile lately, and what’s driving their popularity? 

Favourite themes and mechanics often vary depending on time, geography, and even individual casinos. For example, at the beginning of the year, Brazilian players were drawn to classic themes such as gods, symbols of luck, fire, and oriental motifs, while also showing interest in football themes. As for mechanics, slots and instant games remain in high demand throughout the region. Although in recent months, there has been a slight shift toward instant games, including scratch mechanics, demand for slots, including those with the Bonus Buy feature, has remained strong. 

Overall, the top-performing Evoplay titles in terms of Bet Sum, Users, and Rounds metrics include fast-paced instant games, feature-rich slots, and titles with engaging scratch mechanics, along with other strong performers across our diverse portfolio.

What’s a small local touch (visual, copy, reward style) that regularly improves take-up in LATAM? 

In LatAm, and Brazil in particular, iGamers respond strongly to touches that feel personal and culturally familiar. Even small things, like local symbols, football references, festive visuals, or language localisation, can make a game feel closer to home. Rewards that match local habits, for example, progress-based bonuses, also drive engagement. These details might seem minor, but they consistently boost participation and retention, because players feel the game was made with them in mind. A great example is how games that reflect the festive energy and colours of local celebrations perform better, showing how cultural authenticity builds stronger emotional connections with players.

What is the Brazil story you liked? 

What I enjoy most about Brazil is its spirit, with that unique mix of energy, warmth, and passion for entertainment. It perfectly matches the kind of experiences we create at Evoplay. Our portfolio includes the types of games that are especially loved here, from simple slots to those with Bonus Buy and Hold & Win mechanics, table games like poker and blackjack, instant titles with favourite sports themes, as well as lottery-themed games, which are popular among Brazilian players. 

But the story that stands out most to me is how the games our team has poured their heart into truly resonate with local players. Seeing the success of the Penalty Shoot-Out, Penalty Shoot-Out: Street instant games, and the Brazilian-themed Fogo Do Brasil 777 slot, among other titles, is incredibly rewarding – they all capture the essence of Brazil’s joyful and passionate gaming culture.

What’s Evoplay’s more crafted way to create that “play now” pull – especially without giant prize pools?  

The real “play now” pull comes from creating a genuine player journey with plenty of chances to reel in a win. We shaped every campaign detail to achieve this, giving operators predictable engagement and stronger retention. 

Big Adventures, which combines three major mechanics – Tournaments, Prize Drops, and Wheel of Fortune – into a single event, keeps players curious by offering a familiar experience with a different twist. The campaign’s initial results, from July to September, confirm our strategy’s success by listening to feedback from players and partners when shaping its concept. So far, we’ve already achieved higher retention, attracted new audiences, and helped form a loyal core of players, while also identifying the most effective channels for acquisition. I believe Big Adventures will keep excitement high until the final prize draw, and after its completion, the number of players loyal to the Evoplay brand is set to grow significantly.

From your view, what’s the best thing an aggregator like Timeless Tech can do to help your tools shine?

I’d say the real magic happens when an aggregator is more than just a distributor, when it helps tell the story behind our games. Even the best title needs the right setup to catch players’ attention. When the lobby feels easy to explore and new games appear with the right rhythm and context, players get interested right away. That’s when our tools and features, designed for instant engagement, take over.

An aggregator can make this even better by making each launch feel special, like a little event. We bring the games and ideas, they set the stage, and that’s when players don’t just play, they really enjoy it.

Looking to 2026, are you leaning into deeper in-game moments? Or what Evoplay will be focused on. What to expect next?

Next year looks extremely promising. We’ve laid solid groundwork this year and in previous ones. This includes expanding into Canada as part of our North American growth, launching unique new games like our first co-created Uncrossable Rush instant game with the SlotCatalog affiliate platform, and introducing a range of player engagement initiatives. For example, with the player-focused SlotsCalendar affiliate platform, we kicked off the Oath of Steel exclusive game test campaign, and we’re continuing to launch similar initiatives. These campaigns let players have fun, win prizes, and share their thoughts to help shape the games so they resonate even more. 

Working with affiliates, streamers, influencers, and other B2C partners helps us stay close to players. Meanwhile, our B2B direction is also growing, strengthening our network worldwide, including in markets where we’ve been established for a long time, like Italy, Portugal, and Bulgaria, as well as newer markets like Brazil and Peru. With our team’s experience and energy, I’m truly excited about what 2026 will bring for us and iGaming.

Simply put, what's the most important design rule you never break during interactions?
For me, the golden rule is simple: never forget that you're designing for the player. Some of them prefer the classics, others need fresh and quick experiences. From our observation, by the way, lately we've seen a growing interest in instant and crash games. Therefore, I see a successful gaming portfolio as a mixtape – a blend of timeless classics (slots, table games, lotteries, bingo) and trendy hits (instant, skill-based, crash mechanics) that attract a new audience or those always seeking fresh experiences. Our games deliver this feeling through innovation, real emotions, and adrenaline-pumping experiences that make the player's experience complete.

The effectiveness of this approach is demonstrated by player reviews and the numerous prestigious awards that Evoplay’s games have received for design and innovation. For instance, recent achievements include Adrenaline Rush winning “Game Design and Art Direction” award at SBC Awards Europe 2025, and recognition as the “Industry Innovation of the Year”  at the SBC Awards 2025. And, I’m sure there’s even more to come!

Conclusion

Evoplay’s Bonus House proves that gamification, when paired with creativity and data, can do more than entertain — it can redefine retention. With measurable success across tools like Quests and Branded Games, and campaigns such as Big Adventures, Evoplay’s approach unites psychology, technology, and cultural awareness into a coherent retention model.

As 2026 approaches, the studio’s balance of player-first design and localized authenticity continues to bridge traditional and next-gen audiences — a testament to the “mixtape” philosophy that keeps Evoplay at the forefront of innovation in iGaming.