The gaming industry has long focused on short-term promotions and quick wins, but what if the real key to retention lies in wellness apps? In this episode of 15M Mastery, product executive advisor Serhiy Berezhnyy (ex-CPO at Parimatch) explains how iGaming companies can borrow principles from wellness and fitness apps to improve user engagement, retention, and responsible play.

Serhiy highlights how goal setting, progression, and emotional connection create stickier experiences in wellness apps like Duolingo, and why poker retains players better than traditional casino games. He argues that iGaming is in danger of becoming commoditised, just like smartphones, and that differentiation will only come from brand storytelling and emotional resonance with players.

This conversation explores how iGaming operators can build stronger brand narratives, transform emotional triggers into conscious rituals, and create healthier, more sustainable user experiences. It is a call for the industry to rethink retention, loyalty, and long-term value.

What you’ll learn in this episode:

• Why iGaming struggles with long-term retention compared to wellness apps
• How goal setting and progression drive stronger user engagement
• Why poker achieves better retention than casino games
• The risk of commoditisation in iGaming and how to differentiate
• How emotional storytelling builds loyalty and sustainable growth
• Practical lessons iGaming can take from wellness and entertainment apps