Anna Serheieva, Head of Partnerships at Onlyplay, explores how the iGaming industry is shifting its focus from expanding game libraries to delivering measurable player engagement. Drawing on Onlyplay’s experience working with operators and studios, she explains what truly captures player attention and what will define casino content in the years ahead.
In this CasinoRank interview, she breaks down what keeps players coming back, how game formats are shifting, and why simplicity and speed are becoming essential in modern casino design.
From Onlyplay’s perspective, how have casino operators’ expectations around game content changed in recent years?
Anna Serheieva: Operators today expect performance-backed engagement, not just a large portfolio. They look closely at retention, session activity, and monetization depth. For example, our Tap Games™ such as Piggy Tap™ and Fortune Chef Panda deliver up to 8x more player actions compared to traditional slots and up to 17x higher GGR per player. Piggy Tap™ also shows a 64% return rate within the first month, which is a strong retention signal.
At the same time, crash games like ChiX respond to demand for fast, high-intensity sessions. Operators want formats that fit different player moods — interactive tapping, instant drop mechanics like Chicken Plinko, or fast multiplier gameplay in crash. The expectation now is clear: engagement must be measurable and sustainable.
With so many games available today, what do you think players notice first when they try a new casino game?
Anna Serheieva: Players first notice how quickly they understand the mechanic. In Piggy Tap™, the tap action is immediately clear, while in Chicken Plinko the drop-and-win concept is visually intuitive. Crash games like ChiX are also simple — bet, watch the multiplier grow, decide when to cash out. That clarity reduces hesitation.
Speed is another key factor — especially on mobile, where loading time can decide everything. Lightweight crash titles like CosmoX, built under 1 MB, show how important accessibility is. With these new simple, yet fast and responsive game mechanics, players are more likely to continue.
When working with different studios and operators, what are some common mistakes you see when it comes to offering “variety” to players?
Anna Serheieva: One common mistake is offering many similar slot experiences and calling it variety. Real variety comes from different interaction models. At Onlyplay, Tap Games™ like Piggy Tap™ and Fortune Chef Panda create active, social engagement. Chicken Plinko offers short, visually dynamic sessions.
Crash titles like ChiX deliver adrenaline through multiplier timing decisions. Coin Flynn introduces a merging two-grid mechanic that feels strategic and different from classic spins. Variety should mean different player behaviors, not just different themes.
How does Onlyplay help operators manage large game portfolios without overwhelming players with too much choice?
Anna Serheieva: We structure our portfolio by format and player intent. Tap Games™ are positioned as interactive and competitive, crash games as fast and high-intensity, Chicken Plinko as quick and accessible, and Coin Flynn as a more strategic slot experience. This segmentation helps operators present content clearly.
We also prioritize simplicity in design — for example, Piggy Tap™ runs on uninterrupted one-button gameplay. Our crash games follow a clean “bet → multiplier → cashout” logic. When game mechanics are simple, portfolios feel lighter even when diverse. Clear categories prevent overload.
In your experience, what usually keeps players coming back — new releases, familiar games, or something else entirely?
Anna Serheieva: Retention is driven by engagement loops. Piggy Tap™ averages 800+ bets per session, showing how active players become within a single visit. The multiplayer award pool adds a social layer that encourages return.
Crash games like ChiX create tension and quick decision-making, which fits repeat short sessions. Chicken Plinko offers instant gratification and fast cycles. As highlighted in the industry’s shift toward more interactive and tech-driven experiences, players increasingly expect gameplay that is not just accessible, but continuously engaging.
Familiarity builds trust, but interaction builds habit. Players return where they feel involved, not passive.
Looking ahead, how do you think casino content will feel different for players over the next few years?
Anna Serheieva: Casino content will likely become more interactive and session-focused. Active formats like Tap Games™ and crash mechanics will continue growing alongside traditional slots. Players will expect faster loading times and mobile-first optimization as a standard.
Lightweight crash games, especially in emerging markets, will play a bigger role. Social features similar to Piggy Tap™ may become more common across formats. We also expect hybrid mechanics like Coin Flynn to expand, blending simplicity with strategic depth. Overall, the experience will feel faster, more engaging, and more aligned with modern digital behavior.
With a background in digital media and a keen eye for emerging technologies, Ronaldo bridges the gap between players and platforms through clear, insightful reporting to the iGaming industry.
