House Edge: Radosław Biernat on AI avatars, retention and the gimmick test
House Edge is iGaming Republic’s new interview series for the people shaping casino gaming right now, the product leads, studio heads and game designers whose decisions rarely make it into a press release.
Every guest answers the same set of questions, which means you get something most interviews don’t: a way to compare how different people, at different companies, are actually thinking about the same problems. No PR polish, no pitch deck, just a straight read on where casino is headed, one guest at a time.
In this edition, we sat down with Radosław Biernat, Head of Marketing at BF Games. He talks about AI moving from asset production into actual gameplay, why hyper-personalisation has to come hand in hand with strict regulation, and what went into Magnet Mania, the studio’s upcoming fruit-themed slot. He also admits he has no Hollywood story about career-changing advice, just trial, mistakes and constant iteration.
BF Games, the online casino studio of UK-based Bee-Fee Ltd, has a portfolio of more than 80 HTML5 slots live in over 40 countries. It holds licences across regulated markets including the UK, Malta, Sweden, Romania, Greece, Latvia, Lithuania and Serbia, and its games are certified by GLI and SiQ.
Its recent output has focused on coin-collecting mechanics, with Magnetic Coins followed by Silver Coins, which made its trade-show debut at SBC Summit Lisbon 2026 alongside a preview of the 4,096-ways slot Honey Beast. Next up is Magnet Mania, which will lead the studio’s stand at ICE Barcelona.
iGaming Republic: What are the most compelling trends or shifts you’re currently observing in the online casino gaming space?
Radosław Biernat: Right now, the iGaming landscape is in a fascinating transitional phase. While generative AI is widely used for content production and game assets, the true gameplay revolution is still ahead of us, when we start using AI inside actual casino gameplay.
Companies are constantly searching for ‘the next big thing,’ a fresh concept capable of achieving the level of success seen with crash games and establishing a whole new vertical. For example, we see interesting AI-driven concepts like Live Reality Betting, where players wager on live public camera feeds to predict traffic or pedestrian behavior across global locations. It’s a brilliant concept, but it currently remains a niche curiosity.
If we look at what’s genuinely scaling today, it’s the evolution of Live Casino into broadcast-quality game shows driven by charismatic presenters and CGI. On one hand, we have major Game Shows that go well beyond classic table games. On the other hand, live human dealers will soon share the stage with AI-generated avatars, it is simply a matter of time until photorealistic avatars become cost-effective.
“Companies are constantly searching for ‘the next big thing,’ a fresh concept capable of achieving the level of success seen with crash games and establishing a whole new vertical.”
Radosław Biernat, Head of Marketing at BF Games
iGR: What’s one key development in the iGaming sector you’d confidently predict for the next two years?
RB: If I had to place a bet on one thing, it’s that hyper-personalization powered by behavioral algorithms will completely reshape the player experience.
Data analytics and behavioral modeling have already proven their value in iGaming (especially within sports betting) where personalized offers are already standard practice. However, we’re on the verge of seeing this shift on a whole new scale.
In two years, operators and providers will routinely rely on much more advanced, real-time algorithms that adapt gameplay on the fly, such as triggering a perfectly timed prize drop or dynamic bonus the moment a player starts losing interest, or tailored slot recommendations in the lobby based on their playing history.
However, this trend must come hand in hand with strict regulation. Tailoring content to individual behavioral patterns in a real-money environment can be a very dangerous combination if left unchecked. As these technologies mature, responsible gaming must remain the top priority. Personalization shouldn’t just be used to drive engagement, it must also be leveraged to detect problem gambling early and protect players before harm occurs.
“Personalization shouldn’t just be used to drive engagement, it must also be leveraged to detect problem gambling early and protect players before harm occurs.”
Radosław Biernat, Head of Marketing at BF Games
iGR: Where is the threshold between a high-retention gameplay innovation and a mere promotional gimmick?
RB: The difference always reveals itself in the long-term retention data. A gimmick is usually a top-of-funnel play. It’s designed to capture immediate attention, whether through a great visual, a quirky theme, or a novel feature that looks great on a promo banner. It creates a strong initial spike on release, but it rarely holds players once the novelty wears off. An innovation, on the other hand, fundamentally improves the core gameplay loop, keeping players coming back for months or even years.
“The difference always reveals itself in the long-term retention data. A gimmick is usually a top-of-funnel play.”
Radosław Biernat, Head of Marketing at BF Games
That said, not every game needs to be a long-term legacy product. Gimmicks have their place depending on your strategy. Sometimes it’s completely fine to release a lightweight, fun, or seasonal game built purely for short-term engagement and promotional hype. The key is knowing what you’re building, a quick burst of fun or a sustainable hit.
iGR: In your opinion, what’s a common misconception people have about online slots?
RB: Even though players today are much more educated about how online slots work, the single biggest misconception is still the belief that games have a ‘memory’ or run on hot and cold streaks.
We still hear players say, “I’ve lost ten spins in a row, so a win must be coming soon.” But that’s just a classic case of the gambler’s fallacy. Every single spin is a completely independent, random event governed by a Random Number Generator (RNG). The probability of winning on your 1st spin is identical to the probability on your 27th or 100th.
“The probability of winning on your 1st spin is identical to the probability on your 27th or 100th.”
Radosław Biernat, Head of Marketing at BF Games
The same applies to myths about timing, the idea that playing at a specific time of day or night improves your odds is entirely false. Outside of scheduled casino promotions or timed jackpot drops, external factors have zero impact on the outcome.
Fortunately, as market regulations evolve, there’s a much stronger focus on player safety and education. A big part of our responsibility as an industry is to keep demystifying these mechanics so players can enjoy slots purely for what they are: transparent, fair, and randomized entertainment.
iGR: Which recent project are you most proud of, and what were the key drivers behind it?
RB: Right now, I’m exceptionally proud of our upcoming launch, Magnet Mania. Based on our early indicators, we expect this title to be a major success for us.
It’s a fruit-themed slot built around collector mechanics and a 4-level jackpot system. What really made this project work is how we iterated on our previous releases, Silver Coins and Magnetic Coins. We analyzed what resonated most with players in those games, refined the core mechanics, and packed those proven, winning elements into this new title.
From a marketing perspective, this project has been a total blast. I’ve loved working on the visual side, and right now, we’re designing our booth for ICE Barcelona, where Magnet Mania will be our lead theme. Having a strong, vibrant concept like this gives us massive creative freedom for our exhibition setup, promotional materials, and merch. Honestly, bringing a game to life at a major show like ICE is right in my element.
iGR: What’s the most valuable lesson or piece of advice you’ve absorbed during your time in this industry?
RB: I don’t really have a Hollywood story about someone handing me a single piece of career-changing advice. My approach has simply been shaped by trial, mistakes, and constant iteration. But If I were to turn that experience into guidance for someone else in iGaming, it would be: “Have a long-term plan, but be prepared for changes.”
Planning is essential, acting without a plan is just planning to fail, but you need the courage to admit when something isn’t working and pivot immediately. This industry moves at a breakneck speed. Whether it’s a massive regulatory shift (like what we’re seeing right now with Brazil) or a sudden market trend, you have to be agile. Follow your plan, but be ready to act quickly or you’ll simply miss the boat.
“Planning is essential, acting without a plan is just planning to fail, but you need the courage to admit when something isn’t working and pivot immediately.”
Radosław Biernat, Head of Marketing at BF Games
Read the previous House Edge interview with Andrii Savyntsev, Product Owner Team Lead at ICONIC21.
About the author
Bianca Máthe
Bianca Máthe is Publisher of iGaming Republic. She spent close to a decade on the supplier side of iGaming, working across the sector's core verticals: platform and player-engagement technology and crypto payments. That mix gave her a working knowledge of how operators, suppliers and payment providers actually run. In 2025 she started a media project, bringing that operational grounding to her editorial work. Her output includes interviews with high-profile iGaming executives, original reports, and in-depth features covering licensing, M&A, and the operators and suppliers shaping the sector. Based in Malta, she spends much of her time getting closer to emerging sectors like prediction markets, tracking how they're developing before the rest of the industry catches up.
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