Galaxsys' Revolutionary Approach to iGaming Promotions and Retention

Levan Kavtaradze, Galaxsys Head of Partner Development Department, granted an exclusive interview to SoloAzar, in which he unpacks the strategy behind its highly successful World Cup Series. He also discusses the social media-inspired mechanics of Instawin and teases its upcoming roadmap for Lisbon and Rome.

Beyond the Game: How Galaxsys is Driving Retention

With Galaxsys’ €300,000 World Cup Series now complete, how do you assess the campaign’s performance, and what was the strategy behind it?

The World Cup Series was strategically important for Galaxsys because it was the first time we had deployed our promotional capabilities at this scale through a network-wide campaign. We currently offer close to ten promotional mechanics designed to help our casino partners drive player activation, engagement, and retention across our portfolio. These include leaderboards, missions, prize drops, gift boxes, jackpots, and Match Day, which connects sports predictions with rewards such as cashback or free spins.

For our first major network promotion, we deliberately selected the leaderboard format. It is easy for players to understand, gives operators clear real-time visibility, and can be applied across multiple game categories and markets. Approximately 25% of our active partners participated in the series, which was a strong result for a first-stage network initiative. We structured the campaign as six consecutive two-week tournaments. During each stage, our games reached more than one million new-to-Galaxsys players—players who had not previously engaged with our portfolio. We also recorded strong increases in sessions, turnover, and GGR.

The most important result, however, came after the initial acquisition period. Approximately 30% of the players introduced to Galaxsys through the promotion continued playing our products during the following month. That demonstrated that the campaign was generating more than a temporary spike: it was creating measurable retention and longer-term product discovery.

Commercially, the series covered its total investment and delivered encouraging incremental growth. It also confirmed a broader principle: even strong games require structured marketing and distribution support. We selected proven titles such as Tower Rush, Maestro, and Figoal because we knew they converted effectively once players discovered them. The next step is to scale this model through larger autumn and winter campaigns, with broader partner participation, bigger prize pools, and a mix of promotional mechanics. Depending on the campaign, players may experience leaderboards, prize drops, missions, or other formats. With several new titles now added to our portfolio, we are preparing for a significantly larger promotional season.

How Galaxsys plans to help operators stand out in a saturated market

Instawin introduces a completely new interaction model to fast gaming. What inspired the concept, and what strategic value can it create for operators and affiliates?

Instawin began with a simple observation: scrolling and swiping have become the dominant ways in which people discover and consume digital content.

We all interact with social platforms through these familiar gestures, so we asked why an instant game could not feel equally intuitive. Galaxsys identified this behavioural trend early and translated it into an iGaming format. Rather than merely adopting the visual language of social media, we made the swipe mechanic part of the game’s core experience. Every swipe reveals a new postcard-style outcome, creating a continuous, visual, and mobile-native flow. That is what makes Instawin different. It is not simply an improved version or a visual variation of an existing instant game. It introduces a new gameplay format based on a digital behaviour players already understand.

For our operator partners, the strategic value goes beyond novelty. Instawin gives casino brands a differentiated player experience and a fresh acquisition proposition, particularly for audiences that may not naturally respond to traditional casino formats. Together with games such as Tower Rush, Play Me, Infinity, and Chicken Crash, Instawin represents one of Galaxsys’ strongest partnership advantages: our ability to create distinctive and marketable formats that help operators and affiliate partners reach new player segments and strengthen their competitive position.

With so many studios and new releases competing for attention, is product quality alone still enough? How do Galaxsys’ promotional tools help operators solve the discoverability and retention challenge?

The competitive landscape has changed significantly. A few years ago, studios could differentiate themselves primarily through product quality, release speed, technical reliability, or commercial flexibility. Today, those capabilities are increasingly entry requirements rather than sustainable competitive advantages. The volume of new content entering the market is now so high that simply releasing a good game and waiting for players to discover it is no longer a viable strategy. The real battleground has shifted towards distribution, discoverability, activation, and retention.

Our promotional ecosystem was developed in response to that reality. Galaxsys offers close to ten configurable promotional tools, allowing operators to select the right mechanic for a particular objective, market, player segment, or stage of the customer journey. One campaign may focus on first-time activation, another on cross-selling players into new game categories, while another may be designed around repeat participation or retention.

These tools give more players an opportunity to discover and experience our products. Over the medium and long term, that creates stronger brand recognition, repeat engagement, and the scale required for high-quality games to realise their full commercial potential.

We also support several models of promotional cooperation, from network-wide initiatives to operator-specific and market-tailored campaigns. Flexibility is essential because every partner has different audiences, calendars, and commercial objectives. For us, promotions are not simply an additional product feature. They are a strategic distribution and growth layer that gives strong content a structured route to its audience while delivering measurable value for operators.

Upcoming roadmap for Lisbon and Rome

As Galaxsys prepares for SBC Summit in Lisbon and SiGMA World in Rome, what should partners expect from the company’s product roadmap through the end of the year?

First and foremost, the industry should expect high-quality products that genuinely deserve to be described as innovative—games that introduce original formats and have the potential to establish their own market niches.

Tower Rush demonstrated that approach by introducing a distinctive format and building a category around it. We are applying the same category-building ambition to newer products such as Infinity, with its continuous, non-stop  crash rounds experience; Instawin, with its swipe-based gameplay; and Play Me.

Our roadmap through the end of the year has two parallel priorities. The first is to continue developing new concepts. The second is to strengthen our best-performing existing products through substantial upgrades and new versions. The industry changes quickly, and player expectations evolve with it. Even a successful product cannot remain static. Partners should therefore expect to see several established Galaxsys brands returning in significantly enhanced formats.

We will also expand our presence in slots more visibly, with a stronger release pipeline and broader promotional support. At the same time, we intend to introduce several meaningful alternatives within the classic crash segment. At SBC Summit and SiGMA World, we want to show partners more than a catalogue of new releases. We want to discuss where these products fit within their acquisition, engagement, and retention strategies, and how Galaxsys can support them through content, promotional technology, and flexible partnership models.