Anastasiia Yakovykh, Product Marketing Manager at Evoplay
Campaigns like Season of Legends demonstrate how structured events, progression systems and shared objectives can transform games into community-driven experiences. In this Q&A, Evoplay explores how social mechanics, competition and narrative-led campaigns are helping operators build stronger player communities and extend lifecycle value beyond the spin.
What was the vision behind Season of Legends, and how does it move beyond traditional promotional campaigns?
The vision behind Season of Legends was to move from short, separate promotional campaigns to a longer retention framework built around the full player journey. This approach grew out of Big Adventures, Evoplay’s first major long-format campaign of this kind, which ran for a year with a €2.5 million prize pool and proved the strength of multi-layered mechanics. After its success, we decided to build on that format and take it further with Season of Legends. Instead of activating tournaments, Prize Drops, and Wheel of Fortune one by one, we’ve used a multi-layer approach, which became the foundation for Season of Legends.
The campaign is built as a multi-layered system: several mechanics run together, and each one supports a different type of retention. Tournaments keep players involved across a longer phase, while our new always-on Infinity Prize Drops add a continuous reward layer that creates daily motivation to return. Wheel of Fortune adds another reward layer, making the experience more dynamic and giving users more reasons to stay active throughout the season.
That is what separates Season of Legends from a traditional promotion. It is not one short push or one reward moment. It creates daily, weekly, and long-term return patterns at the same time, which is especially important when new players can make up a large share of campaign traffic – sometimes reaching up to 70%. This multi-layer structure has already shown strong results: Spring Season of Legends delivered 1.6x higher GGR, 2x higher bet sum, and 3x more rounds compared with average network campaigns over the same period. This shows how much stronger the format can become when several retention mechanics work together.
How important is community-building in today’s iGaming landscape?
At Evoplay, we believe players need more than a reward to stay connected with a brand. Prizes can attract attention, but stronger loyalty is usually built around non-material motivation: competition, progress, fun, entertainment, and the feeling of being part of something active.
For operators, this matters because the market is highly competitive and players can easily move from one casino to another. Community-light features help create a stronger reason to stay, return, and recognise the brand as more than just another place to play.
At Evoplay, this logic is mainly supported through tournaments and leaderboards, where players become part of a shared competitive environment instead of playing in isolation.
Which mechanics or features are most effective in encouraging players to engage collectively rather than individually?
The most effective mechanics for collective engagement are tournaments and leaderboards. They place players in one shared competitive system, where progress is visible and every position on the leaderboard creates a reason to keep playing.
In Season of Legends, this collective layer is supported by Infinity Prize Drops. They are not a community mechanic by themselves, but they strengthen the full campaign structure by giving players daily reward moments between tournament milestones.
So, the strongest setup is not one isolated feature. It is a combination of mechanics where leaderboards create competition, tournaments create shared challenges, and Infinity Prize Drops help maintain daily activity.
How can operators best integrate these types of campaigns into their wider marketing and retention strategies?
Operators should use campaigns like Season of Legends as part of their wider retention strategy, because it’s not simply a separate provider promotion.
The main value is that the campaign gives players repeated reasons to return: a strong prize pool, daily activity through Infinity Prize Drops, longer competition via tournaments, and extra reward moments with Wheel of Fortune. This helps operators keep communication active across CRM, banners, social media, VIP groups, and owned channels.
It also gives casinos something new to offer without building the full structure themselves. Evoplay provides the campaign logic and ready-to-use materials, while casinos can adapt the promotion to their brand, audience segments, and marketing calendar.
For operators, Season of Legends works as a ready retention framework: it supports acquisition, reactivation, loyalty, and long-term player engagement in one campaign.
