Designing Beyond the Game: How Andrei Kulakov Builds Engagement through Metagame and AI Innovation

In an industry where mobile games typically have short lifespans, Andrei Kulakov focuses on designing for the long term. By deeply grasping player psychology, meta-games, system design, and the advancements of artificial intelligence with a generative aspect, Andrei Kulakov has spent more than a decade crafting experiences that delve deeper than just the superficial game mechanics.

Andrei Kulakov discussed his unique strategy in game design – integrating complex metagame systems into simpler games to maintain player engagement, promote skill development, and enhance storytelling richness. The interview explored the principles guiding his work, the choices that define it, and his thoughts on the direction interactive entertainment is moving towards.

Industry Roots at Elvista: Millions of Players, Measurable Impact

For a number of years now, the majority of Andrei’s work has been completed under the company name Elvista, which is one of the foremost mobile game studios in Eastern Europe. The games produced by Elvista – simple, refined, and user-friendly – have been downloaded onto more than tens of millions of devices globally, with popular card games such as Solitaire, Hearts, Spider, and Belka taking leading positions on both Android and iOS app stores’ card game rankings.

In his role as a primary game designer and creative driving force at Elvista, Andrei played a significant part in determining the course of several prominent projects. He extended his influence beyond just game mechanics, establishing fundamental metagame layers, collaborating on live event systems, and contributing to the design of player retention strategies that have proven crucial for Elvista’s top-performing games.

As a devoted admirer, I can confidently say that Andrei’s innovations have significantly enhanced player retention, extended session durations, and boosted monetization, especially in key markets such as the US, Germany, and India. Intriguingly, Elvista’s internal analytics reveal a direct connection between the rollout of Andrei’s metagame campaigns and a substantial 15-25% uptick in long-term engagement metrics.

Metagame as the Core of Long-Term Engagement

According to Andrei, there comes a time when just repeating gameplay loops isn’t sufficient. What players truly crave is a feeling of progression that extends beyond a single match. This is where the metagame becomes crucial – not as an ornamental addition, but as a fundamental layer that provides the game with its enduring appeal and longevity.

Designing elements that extend beyond the main gameplay, including progression systems, achievements, narratives, and customization options, has been a key focus in many of Andrei’s projects. For instance, in his solo card games, winning grants players unique cards to collect.

Once a full set is assembled, it grants an exclusive visual flair that the player can apply in subsequent matches. This transformation from merely playing to cultivating a unique collection could make even a brief five-minute game become an enduring monthly routine.

His approach was consistent across his projects focused on conventional card games such as Hearts, 101, and Belka. He integrated episodic narrative campaigns into these games, aiming to combine the traditional feel of gameplay with an engaging narrative, as he put it.

Each campaign introduces an RPG-like framework where participants encounter progressively tougher artificial intelligence adversaries, eventually leading to a showdown against a main antagonist. This battle, along with dialogues and character exchanges, is how the action unfolds. With regular updates, new chapters are introduced, maintaining the excitement and encouraging players to return for more.

Building Meaningful Loops with Lightweight Systems

In my gaming experience, what truly sets Andrei’s creations apart is their simplicity. Unlike some games that require a hefty budget for elaborate cinematics or an endless array of features, his designs are lean yet profound. They’re more like intricately crafted systems, meticulously built to deepen the emotional and intellectual connection I have with the game.

As a game designer, I ponder over these questions: “What emotional journey is the gamer embarking on? How might we keep them engaged beyond just one sitting? And above all, how can we value their precious time throughout this process?

A solution is frequently found in a design approach called modularity. His projects and product lines are constructed to expand effortlessly – they can be quickly updated, have unique themes, and are technically streamlined. This makes them ideal for mobile environments, where swift updates and small file sizes are crucial.

Generative AI as a Tool for Game Worlds

Lately, Andrei has been incorporating generative AI into his daily tasks, not just for its novelty factor, but as a useful instrument for creating large-scale content efficiently.

He mentions that they employ artificial intelligence for creating dialogue maps, generating card descriptions, and even producing temporary artwork during the initial design phase. Instead of eliminating creativity, he explains, AI serves to expedite the iteration process. With AI, they can swiftly examine various narrative possibilities in playtests and determine what resonates best with players.

He’s additionally investigating adaptive systems for real-time operations, shaping game activities or competitions according to a player’s actions. In simpler terms, it’s about creating content that adjusts itself based on each player’s behavior, and it’s the aspiration of every designer working in the realm of metagames.

A Philosophy for Sustainable Play

Fundamentally, Andrei Kulakov’s creations are guided by the idea that video games ought to value players, not merely through seamless gameplay mechanics, but also by providing compelling incentives for return, fostering emotional attachment, and ensuring that their effort is duly recognized.

He expresses his ambition as follows: “I aim to create games where the player’s experience deepens and evolves along with them.” These games start off easy, but gradually unveil more complex layers of significance, progression, and personal development. That’s what I find fascinating about metagames – it’s why I’ll always strive to explore and master this concept further.

Andrei Kulakov, known for his groundbreaking designs, deep technical knowledge, and a vision that blends compassion and curiosity, consistently leads in the international game developer scene by reshaping the concept of sustained user engagement.

Collaboration Note

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2025-06-05 15:11