When Retention Becomes Strategy: Alessia Smirnova on Poker’s Role in a High-CPA Market

In South Africa’s evolving betting landscape, operators are navigating a dual reality. On one side, sports betting continues to dominate engagement. On the other, acquisition costs are tightening margins as competition intensifies across licensed platforms. The conversation in 2026 is no longer about adding more content. It is about stabilising lifetime value.

That was the core theme in a recent interview with EvenBet Gaming’s Alessia Smirnova during ICE Barcelona 2026.

From Vertical to Retention Engine

Across global markets, poker is quietly re-entering strategic discussions. Not as a nostalgic product, but as a structured retention mechanism.

Smirnova notes that poker’s CPA can be three to ten times lower than high-churn casino verticals. The reason is structural. Poker is social. It builds communities. It encourages repeat participation through competition rather than volatility.

In markets like South Africa, where sportsbook traffic is strong but cross-vertical stickiness remains a challenge, this shift matters.

Simplification Over Complexity

EvenBet’s recent product focus reflects a broader industry movement toward accessibility.

Spins Poker reduces session time to five to seven minutes, making it viable during half-time intervals or event breaks. Meanwhile, One-Click Poker removes traditional lobby friction, allowing instant table entry directly from a casino or sportsbook interface.

The objective is not to “reinvent” poker. It is to modernise its delivery.

Compliance and Trust Infrastructure

With certifications from MGA and UKGC, and RNG validation from GLI and iTechLabs, EvenBet positions poker within a strong compliance framework. In regulated or semi-regulated markets, trust architecture is becoming a differentiator rather than a formality.

For South African stakeholders observing global regulatory tightening, this foundation is increasingly relevant.

Retention conversations are becoming more analytical across Africa’s maturing betting ecosystem. Community-driven engagement models, lower CPA structures, and seamless integration are gaining attention.

Through a single API integration, advanced poker tools can now be deployed alongside casino and sportsbook verticals without structural overhaul.

If long-term value is part of your 2026 framework, it may be time to explore how skill-based social gaming fits into your retention architecture.