BetGames has outlined its approach to improving player engagement through gamification while continuing to expand access to its live gaming portfolio through new commercial partnerships.
The company recently participated in an industry discussion with iGaming News, where Adam Lahouiri, Head of Product at BetGames, and Martynas Dumpis, Product Owner at BetGames, shared insights into the development of Hero, the company’s gamification platform. The conversation examined how the technology was designed to support personalised player journeys, increase interaction across different game categories, and provide operators with more control over engagement strategies.
BetGames also announced a new partnership with GameSolutions, which will allow partner operators to access the provider’s live gaming content. The collaboration focuses on bringing BetGames’ portfolio to a wider operator network through integration between the two companies.
Hero platform designed around continuous player interaction
During the discussion with iGaming News, BetGames explained that Hero was developed to address limitations found in existing gamification solutions. According to the company, many previous tools focused on individual parts of the player experience, while Hero was created as a broader system covering engagement before, during, and after gameplay.
Adam Lahouiri explained that Hero allows players to participate in challenges, compete in tournaments, and collect Coins, which function as the platform’s virtual currency. These Coins can be exchanged for rewards including free spins, free bets, bonuses, vouchers, and other prizes.
The platform combines challenges, progression systems, and rewards to create a continuous engagement cycle. Players can earn experience points, advance through levels, and receive incentives based on their activity. BetGames said the structure aims to encourage players to interact with existing favourite titles while also discovering additional content.
The company highlighted flexibility as one of Hero’s main features. Operators can adjust challenges and tournaments according to their own audiences, branding requirements, and commercial objectives. The system includes a persistent in-game icon, allowing players to access Hero features without leaving gameplay.
According to Lahouiri, “What sets Hero apart is the level of flexibility and control it gives our partners. Operators know their players best, so Hero allows them to fully customize the experience to match their brand, audience, and commercial goals.”
The platform also uses personalised profiles, experience systems, and real-time rewards to provide operators with tools that can be adapted to different player groups.
Personalisation and cross-portfolio engagement remain key priorities
Martynas Dumpis discussed how Hero was structured to provide both immediate and longer-term reasons for players to continue interacting with BetGames content.
Short-term engagement comes through activities such as completing challenges, joining tournaments, collecting experience points, and receiving rewards. Over time, players can progress through levels and unlock additional value through continued participation.
Dumpis said flexibility plays an important role because operators can create different campaigns for specific games, player segments, and actions. These activities can include objectives such as placing bets or reaching certain payout levels.
He explained that the purpose of the system extends beyond adding reward features. “The idea was not just to add rewards, but to create a progression system that makes engagement feel more dynamic, visible, and worth coming back to.”
BetGames said Hero enables operators to create segmented challenges, tournaments, messages, and rewards without requiring separate development work for each campaign. The company stated that configuration-based management allows operators to maintain personalised experiences across different markets.
The platform supports multiple BetGames content categories, including live games, game shows, and slots. This allows operators to build campaigns that connect different parts of the portfolio rather than focusing on individual titles.
Dumpis said Hero can help operators encourage players to discover new games, direct activity toward selected content, and create campaigns involving several verticals.
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BetGames continues expansion through GameSolutions collaboration
Alongside the discussion about Hero, BetGames announced a new partnership with GameSolutions aimed at expanding distribution of its live gaming portfolio.
BetGames stated that the agreement will give GameSolutions’ partner operators access to its content offering. GameSolutions described the collaboration as part of its focus on providing operators with digital entertainment solutions through additional gaming integrations.
In its announcement, GameSolutions said the partnership would provide access to BetGames’ live content and support its goal of delivering a seamless gaming experience for users.
The companies highlighted a shared focus on improving entertainment experiences through technology and content availability.
Looking ahead, BetGames said Hero will continue developing with additional mechanics, reward options, personalisation features, and social elements. Lahouiri stated that future BetGames releases across slots, RNG, and live casino will be integrated into Hero from launch.
He added, “More broadly, gamification is becoming a core pillar of player engagement, and we expect to see it move even further toward real-time, personalised, and community-driven experiences. That is exactly where Hero is positioned to lead.”
Through continued development of Hero and partnerships such as its agreement with GameSolutions, BetGames is focusing on expanding its engagement tools while increasing access to its gaming portfolio among operators and players.
Source:
BetGames LinkedIn, linkedin.com, July 2026