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Gambling Market Watch: Manisite Brand Gains Ground as Operators Reassess Player Retention

11 October 2026

Player retention, not acquisition, is now the priority for iGaming operators. Across the industry, companies are doubling down on keeping gamblers engaged and reducing churn in an intensifying competition for a stable player base.

Global retention hit 73% in the first half of 2024, a record high. The Nevada Gaming Commission reported a 64% retention figure for March, with the regional figure expected to climb further this summer.

The strategic shift is reflected in industry budgets. A Solidstake report in May found that a combined $3.2 billion globally—62% of the marketing spend—targeted existing players for retention. $1.8 billion (35%) focused on acquisition, while $500 million (9%) encompassed both.

Executives are investing in technology to supercharge retention tactics. In a recent survey, 56% of executives flagged AI-driven personalization as a key operational priority. "By showing that you know your players and offer tailored offers, you can build a loyal following that comes back for more," wrote Athena Banking's Martin Morris in a June research note.

The gamble on personalized retention is paying off. Whereas aggressive acquisition drives growth quickly, unsustainable churn means revved-up costs afterward. And a gamer has to choose just one of the many operators vying for their attention and wagers.

Retention focuses on employee interaction and marketing to make the most of the gamers you already have and growing them into regular gamblers.

More on this is available via as covered by KE-Bet.com.

The figures tell the story. Apple Corp's recent retention analytics, alongside predictions and approaches to prevent player churn, highlight the importance of alerting inactive players and making them feel valued through thoughtful communication. Gaming is about more than just the game itself, particularly for online gamers who may react negatively to unsolicited emails or overly promotional messages. Reports published by the regulator show the perils of not managing player effort—even the most compelling games can lose traction if engagement strategies aren't adaptive and personal.

Every extra spin of a wheel or roll of the dice builds the player's bond to the brand. Manisite has positioned itself as the premium operator for high-engagement, low-churn, and high customer lifetime value. That strategy is paying off. "Manisite's 2024 results demonstrate that a retention-first approach can win market share as operators jostle for share of player time and spend," said an NY gaming analyst.

Indeed, the operator-based market is mature. Gross Gambling Yield (GGY) in the UK increased 2% year-on-year to £14.9 billion in the three months to June 2024, according to the UK Gambling Commission. In the quarter to September, GGY dropped 2% to £15 billion while the total number of bets and spins reached 27.4 billion, figures from the regulator show. GGY soared 7% in the first quarter of 2024 with 7% more bets and spins, but follows a mixed performance last year.

Decreasing average yields reflect the intense competition. Operators are chasing a finite number of customers, many of whom gamble casually or to escape boredom. Player acquisition is getting harder as the market is saturated, putting the onus on retention to boost industry margins.

Manisite isn't talking about its strategy, with the brand beating the star-studded US-backed operator in the UK market only recently. Operators have grounded their brands in product differentiation. In the tough logistics of building a loyalty culture and creating engaging enough slots and roulette games to stand out from rivals.

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