Players have rarely had more choice of which slots games to play as they open up their favourite online casino. Most operators boast of having four-figures worth of games on their sites, each with bright colours, unique characters and the promise of big bonus rounds.
So how do players actually choose?
It is something that Wazdan spends a lot of time thinking about. When iGaming Expert visited Wazdan’s stand at SBC Summit 2026, it was clear from the varied themes and unique features being demonstrated to delegates and clients that the company is focused on developing games players actually want to use.
Variety was a key theme of the conversation between iGaming Expert and the company’s Senior Account Manager, Joanna Zdanowska-Bieniek.
Wazdan, where simplicity meets excitement
Mixing different game types and visuals is a big part of what Wazdan does, but Zdanowska-Bieniek made it clear that the studio is not simply guessing what will work.
“We are closely looking at data; it’s important when you are in this business to trust the numbers. We combine games and themes that players are familiar with, alongside something fresh and exciting.
“We believe that every title needs to add something new, whether that is in the mechanics or themes or character for the story that we want to tell.”
That is evident in the mixture of games that Wazdan has produced in 2026. From 9 Balls, a football slot released to coincide with the World Cup, to the more classic 25 Coins™ x3000 and to the animal themed series Mighty Wild™, Wazdan has developed games to suit certain audiences.
“We want to use simple but engaging mechanics,” added Zdanowska-Bieniek. “So engaging that players do not get bored but simple enough so it doesn’t take much time to understand them.
“Our key features are Hold the Jackpot, Cash Infinity, Sticky to Infinity, and Chance Level. They have made us popular, much more popular than before and we believe that when we put the right mechanic to the right game, it is the key to success.”
For Wazdan, blending simplicity with excitement is a core part of its content roadmap. The familiarity aspect explains why 9 Balls – a game designed for football fans who may not be so familiar with slots – was a hit during the summer.
How does Wazdan help operators with player engagement?
However, the company is all too aware that player engagement is paramount for operators facing higher acquisition costs. That means games must have excitement that keeps them coming back for more sessions. Analysing data is key in this regard.
“Our strategy is to be able to give operators a product that is not only balanced, but aligns with different player preferences,” Zdanowska-Bieniek noted. So here we check data and decide what are the preferences of a variety of players.
“Whether it is in the amazing graphics that we develop or also the mechanics, players have the freedom of choice. With the Volatility Levels in our games, the most important thing for us is keeping games accessible.”
All too often, offering players relevant and exciting slot experiences is rarely enough. After all, one must remember that playing on an online casino is just one of the almost limitless other activities that consumers can now do on a mobile device.
That is why Wazdan has rolled out a comprehensive portfolio of network promotions over the last few years. Designed to keep players engaged for longer with huge jackpots and seasonal content, Wazdan’s network promotions are claimed to help operators improve their numbers and stand out in competitive markets.
As Zdanowska-Bieniek outlined, they also take operational burden away from the operator: “We want to support the engagement and retention of our games. We also have low workload for an operator, so it is as easy as it is possible for them to get this promo.
“We believe that if we give them ready-made products, from marketing assets to technical support – there is no work on their side – they will have the best possible product to develop and can save time.
“We save their time and they can promote our network. It is also quick to activate; for some clients we can activate it in two 24 hours.”
As the industry comes off the back of SBC Summit 2026, the final quarter is in full swing which means 2027 planning is reaching its peak. Budgets are being finalised, product roadmaps are being developed and companies all across the industry are looking at how next year can be bigger and better.
It is no different for Wazdan, either. The company is looking for continuous improvement and in 2027, Zdanowska-Bieniek outlined that player engagement and retention rates are top of mind.
“I think the next step is greater personalisation and flexibility,” she noted. “We want to think about more personalisation of our tools to be able to put it to different types of players.
“I think gamification will increasingly move beyond individual games, towards wider player journeys with real-time rewards and promotion that can be adapted to different audiences and behaviours.”
Asked about the company’s ambitions for its 2027 roadmap and product development strategy, Wazdan’s Senior Account Manager kept it short and brief but succinctly packaged up the message of a studio that is not looking to slow down any time soon.
“In three words, I would say we are focused on innovation, familiarity and surprise.”
