Wazdan blends familiarity and surprise to boost slots retention

Wazdan showcased at SBC Summit 2026 a strategy focused on offering players combinations of familiarity and novelty to improve engagement and retention. The company highlighted titles released in 2026 —including 9 Balls, 25 Coins x3000 and the Mighty Wild series— and explained how its features and network promotions help operators reduce operational burden and increase sessions.

Design focus: what players know plus something new

Joanna Zdanowska-Bieniek, Senior Account Manager at Wazdan, said the company does not work on gut feeling alone: “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.” The mix of simple mechanics and eye-catching elements appears in Wazdan’s product roadmap for 2026.

The studio showcased at its stand a variety of themes and features aimed at different audiences: 9 Balls, a football slot launched to coincide with the World Cup; 25 Coins x3000, with a more classic setup; and the animal series Mighty Wild. Zdanowska-Bieniek stressed the intent to reach specific audiences: simplicity to shorten the learning curve and elements that sustain interest.

Key mechanics and volatility levels

Wazdan attributes part of its popularity to four proprietary features that it pairs with specific titles: Hold the Jackpot, Cash Infinity, Sticky to Infinity and Chance Level. “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,” said Zdanowska-Bieniek.

The company also uses Volatility Levels to keep its games accessible and offer options aligned with different player preferences. According to the executive, the balance between novelty and familiarity allows non-slot-specialist players, such as football fans, to feel comfortable with products like 9 Balls.

Network promotions for operational support and retention

Wazdan has rolled out in recent years a portfolio of network promotions designed to generate sizeable jackpots and seasonal content. The company presents these promotions as a tool for operators to “improve their numbers” and stand out in competitive markets.

Zdanowska-Bieniek explained the operational benefit: “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.” Those ready assets include marketing materials and technical support to ease rollout.

Data, personalization and the 2027 roadmap

Faced with rising acquisition costs, Wazdan focuses its offer on retention via balanced products aligned with preferences detected through data analysis. “Our strategy is to be able to give operators a product that is not only balanced, but aligns with different player preferences,” said Zdanowska-Bieniek.

For 2027 the company aims to advance personalization and flexibility of its tools. Zdanowska-Bieniek said the direction is to take gamification beyond single games into “wider player journeys with real-time rewards and promotion that can be adapted to different audiences and behaviours.” She summarised Wazdan’s ambition in three words: “innovation, familiarity and surprise.”

Implications for operators and product planning

With the fourth quarter under way after SBC Summit 2026, Wazdan sets its product and marketing roadmap for 2027 focused on improving engagement and retention rates. The 2026 title slate and use of network promotions sit as operational tools for operators completing budgets and designing next-year roadmaps.

SBC Summit 2026 provided the setting where Wazdan presented these developments and discussed player preferences and the practicality of its promotions with clients and delegates. For operators interested in content and product performance, Wazdan’s proposition combines data analysis, proven mechanics and network activations designed to reduce technical and commercial workload. [/events]