Amusnet’s CPO on iGaming’s Position in the Attention Economy

Online gambling companies are increasingly competing for limited player attention. At a time when people have countless entertainment options, online casinos and slot developers must work harder to remain relevant. Amusnet's Chief Product Officer (CPO), Yordan Georgiev, highlights this challenge and the strategies his company is employing to retain players long-term.

According to Georgiev, it is crucial to offer players not only entertainment but also a sense of control and tailored experiences. This includes mechanisms such as tournaments and bonus tools that elevate interaction to a new level. Amusnet, celebrating its tenth anniversary in 2026, relies on continuous innovation and adaptation to changing user preferences. The company was founded a decade ago and continues to evolve in a highly competitive market.

Numbers and facts

Amusnet has been active as a game developer for ten years. CCO Irina Rusimova sees the anniversary as “just another milestone.” In 2025, the company certified over 160 games in Brazil, making it an early player in this newly regulated market. Amusnet also has strategic teams in countries like Greece, Spain, the Netherlands, Croatia, Malta, Belgium, Italy, Romania, Georgia, Serbia, and Latin America to cater to local preferences. Amusnet was a headline platinum sponsor at the SBC Rio event from February 25-27. There, the company showcased popular slots like "20 Golden Coins", "Candy Palace", "Cocktail Rush" and "Hot Deco", along with new titles such as "Stoichkov #8", "Cavemen & Dinosaurs", and "Dancing Dead".

Background

In the online gambling sector, the “attention economy” is a central theme. Players are no longer just interested in simple reel spins. They are looking for captivating stories, interactive features, and personalized gaming experiences. Amusnet has recognized this and is investing in developing games that go beyond pure gambling, enhancing player engagement through various tools. The introduction of "Type S", a proprietary slot cabinet series for land-based casinos, demonstrates Amusnet’s broad industry commitment. Furthermore, Rusimova emphasizes Amusnet’s commitment to global partnerships. "We will continue reinforcing our relationships with international partners to ensure Amusnet’s games reach diverse audiences worldwide," she stated.

The further development of bonus platforms is another pillar of their strategy. While bonuses are a fundamental marketing tool, they are rarely “friction-free,” according to Amusnet. The company aims to drive innovation in this area to improve user experience and foster loyalty.

"The 10th anniversary is a very important foundation, and from here we want to grow even further." - Irina Rusimova, Chief Commercial Officer at Amusnet

Why it matters for German players

For German players, who must adhere to the strict rules of the Interstate Treaty on Gambling 2021 (GlüStV 2021), these developments offer an exciting outlook. GGL-licensed casinos (licensed by the Joint Gambling Authority of the Federal States) are the only legal option in Germany. These casinos must comply with strict regulations, including a deposit limit of 1,000 euros per month via the nationwide gambling supervisory system (LUGAS) and a stake limit of 1 euro per spin for slot games. Amusnet's focus on high-quality, engaging games and engagement tools could still offer benefits within these limits. German players could benefit from even better-designed games that provide a maximally captivating experience despite the restrictions. The theme of the “attention economy” is particularly important in the regulated German market, as casinos are not allowed to advertise with aggressive bonus offers. Thus, player retention must come from the gaming experience itself.

What it means for GGL-licensed casinos

For GGL-licensed casinos in Germany, Amusnet’s approach is highly relevant. They face the challenge of captivating players despite regulatory restrictions, such as the prohibition of live casino games and table games in pure online slot arcades. This means that the quality of available games and the creative use of permitted engagement tools are crucial. If developers like Amusnet offer innovative games with deep storylines and new interaction possibilities, this can help GGL-licensed casinos differentiate themselves from illegal providers and entertain players legally and safely. Partnering with Amusnet could enable GGL-licensed casinos to continuously improve their offerings and thus build a loyal player community while complying with all legal requirements.