Gamification is one of the most powerful tools iGaming operators have to build real player loyalty, but only if it’s implemented correctly.

In today’s episode of iGaming Daily, supported by Optimove, Charlie Horner is joined live at ICE by Kalev Karpuk, Optimove’s Director of Gamification, to break down what’s changed in gamification, what operators still get wrong, and how new tools are making it easier to build creative, configurable loyalty mechanics at scale. 

Kalev explains why modern gamification is moving beyond “points and badges” into deeper experiences like missions, tournaments, public profiles, and broader loyalty systems, and why he believes gamification should be public by default to unlock the social layer that drives real engagement.

Tune in to find out:

• Why gamification in 2026 is no longer “missions and badges”, and what’s replaced it
• The most common mistakes operators make (and how to avoid them)
• Why gamification should be public, not hidden
• How gamification fits into CRM, email, SMS, and on-site engagement
• What Optimove is launching next, and why March is a key moment for rollout

Host: Charlie Horner
Producer: Anaya McDonald
Editor: Luke Walters
Guest: Kalev Karpuk, Director of Gamification (Optimove)
Location: ICE (Optimove stand)

Learn how Optimove’s Positionless Marketing is changing how iGaming teams operate. Discover how operators are using Optimove’s Positionless Marketing Platform to launch personalised CRM campaigns, dynamically change casino lobbies and bet slips, and create engaging gamified experiences. Learn more at optimove.com.

To see how this approach comes to life, Optimove Connect returns to London on March 11 and 12, 2026. It is the only user conference where marketers from around the world share real-world results of Positionless Marketing driving efficiency and ROI. Register at connect.optimove.com.

Finally, remember to check out Optimove at https://hubs.la/Q02gLC5L0 or go to Optimove.com/sbc to get your first month free when buying the industry's leading customer-loyalty service.