Rethinking Free Spins: How 3 Oaks Gaming is Redefining Casino Promotions Through Personalisation
We sat down with Anna Nozdran, Acting Product Owner at 3 Oaks Gaming, to discuss how evolving player behaviour and rising expectations around relevance are reshaping casino promotions.
She explains why the company introduced its newly launched Flexible Free Spins promotional tool as a smarter alternative to traditional bonus mechanics, how personalisation and efficiency are becoming critical to engagement and retention, and why the future of promotions lies in adaptive, data-driven systems.
What prompted 3 Oaks Gaming to expand its promotional tools offering with the addition of Flexible Free Spins?
Anna Nozdran (AN): The main driver was the need to increase the efficiency of one of the most widely used bonus types. Traditional Free Spins often rely on volume, without taking bet-size relevance into account. With Flexible Free Spins, we introduced a more adaptive approach that allows operators to deliver a single bonus with stronger impact across different player segments.
Free Spins have been a core component of slots for decades. How does this new format shake up the experience?
AN: It shifts the focus from quantity to relevance. Instead of a fixed-value bonus that may not fit all players, Flexible Free Spins create a more natural, tailored experience, aligning better with individual player budgets and expectations, and ultimately making the mechanic more engaging. For instance, there will be a segment of players that will want to pick more spins at a smaller stake value, while others will prefer the option to increase their bet size with reduced spins. Handing over that choice truly resonates with a wide audience, which has a positive impact on engagement and retention.
From an operator's perspective, what advantages does Flexible Free Spins offer to extend user engagement and retention?
AN: They combine simplicity with significantly improved performance. Operators can target multiple player groups with one setup, reduce misleads and irrelevant offers, and maintain the same ease of use as standard Free Spins - while achieving stronger engagement and conversion metrics.
Do you believe player choice and personalisation are becoming essential to deliver successful promotions in today’s iGaming market?
AN: Absolutely. Personalisation is now a core requirement rather than a differentiator. The more relevant the offer, the higher the engagement, and this is becoming a key factor in the success of any promotional strategy.
Looking ahead, where do you think the next major wave of innovation in casino promotions will come from?
AN: We see it in deeper data-driven personalisation, but also in the shift towards real-time, adaptive promotional mechanics. This includes smarter campaign logic, predictive targeting, and increasing use of AI to continuously optimise how and when offers are delivered. The industry is moving away from static, one-size-fits-all promotions towards systems that can respond dynamically to player behaviour at scale.
Lastly, how else are you looking to expand your promotional tools offering and further support online casinos?
A key focus for us right now is the expansion of our jackpot solutions. We are actively working on introducing a new type of progressive jackpot for 3 Oaks Gaming this year, with a strong emphasis on driving sustained player engagement and repeat activity over time. Alongside that, we continue to evolve our existing tools, such as Lucky Drop, making them more data-driven and personalised to further improve campaign performance.
