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

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As a gamer myself, I’m always striving to create immersive experiences that last more than just a few weeks. With a keen eye for player behavior and the intricate workings of metagames, system design, and the exciting frontier of generative AI, I’ve been crafting games for over a decade. It’s not just about the surface mechanics; it’s about creating depth that keeps players engaged and coming back for more.

His distinctive method: integrating complex strategic elements within common games as a means to maintain player engagement, acknowledge proficiency, and enhance storyline complexity. In an exclusive interview with Andrei Kulakov, we delved into the ideas driving his creations, the choices that mold them, and his predictions about the direction interactive amusement might take in the future.

Industry Roots at Elvista: Millions of Players, Measurable Impact

For a number of years now, a significant portion of Andrei’s work has been carried out under the umbrella of Elvista, a prominent mobile gaming studio from Eastern Europe. This innovative company produces games that are easy to play, aesthetically pleasing, and widely accessible. These games have been downloaded onto tens of millions of devices globally, with popular titles such as Solitaire, Hearts, Spider, and Belka consistently ranking high on both Android and iOS card game charts.

As the principal game designer at Elvista, Andrei played a significant role in shaping the course of various prominent projects. His influence extended beyond just game mechanics; he established fundamental metagame structures, collaborated on developing live event systems, and assisted in designing the retention strategies that have supported Elvista’s most successful games.

Through his innovative strategies, we’ve witnessed substantial enhancements in player loyalty, activity span, and revenue generation, most notably in regions such as the United States, Germany, and India. Data from Elvista’s internal analysis reveals a clear link between the introduction of Andrei’s metagame campaigns and a 15-25% rise in long-term engagement indicators.

Metagame as the Core of Long-Term Engagement

Andrei points out that eventually, repeating gameplay loops aren’t satisfying enough for players. What they truly crave is a sense of progression that extends beyond a single match. This is where the metagame comes into play – not as an added feature, but as a fundamental layer that provides the game with its longevity.

Designing aspects that go beyond the primary gameplay, like progression systems, achievements, narratives, and customization options, has been a key focus in many of Andrei’s creative endeavors. To illustrate this, let me give you an example from his solitaire games: Players are rewarded with collectible cards upon winning.

Once you assemble a complete set, it reveals an exclusive visual aesthetic that the player can employ in subsequent contests. This transformation can transform a quick 5-minute match into a lasting monthly pastime as you collect and customize your set.

In his work on timeless card games such as Hearts, 101, and Belka, he incorporated episodic narrative campaigns with the aim of merging the flow of traditional gameplay with an engaging storyline, as he puts it.

Each campaign introduces an RPG-like progression where players encounter progressively tougher artificial intelligence adversaries, leading to a final showdown against a boss. This action unfolds via brief conversations and character exchanges. Regular updates introduce new chapters, maintaining the excitement and enticing players to revisit the game.

Building Meaningful Loops with Lightweight Systems

Andrei’s method is particularly notable for its efficiency. Unlike grand productions boasting cinematics and numerous features, his games are meticulously crafted systems that offer an immersive experience by enhancing both the emotional and cognitive interaction within the game.

He explains that when creating metagame systems, his focus is on understanding the player’s emotional journey. His questions are: “What emotional trajectory is the player experiencing? How can we keep them engaged beyond a single playthrough? And most importantly, how do we ensure we value their time while doing so?

The solution is frequently found in a modular approach. His projects and lines are designed with expandability in mind – they can be quickly adjusted, feature unique themes, and boast a minimal technical footprint. This makes them ideally suited for the mobile environment, where swift updates are essential and file size is crucial.

Generative AI as a Tool for Game Worlds

Lately, I’ve been incorporating AI technology into my gaming routine, not just for fun, but as a helpful resource for creating large-scale content efficiently.

He mentions that they employ artificial intelligence to develop dialogue structures, generate card descriptions, and even produce temporary artwork during the initial stages of design. He clarifies that this isn’t about eliminating creativity but rather speeding up the iterative process. AI allows them to examine various narrative possibilities more swiftly and determine what resonates with playtesters.

He’s delving into adaptive systems as well, which could shape real-time game scenarios according to players’ actions. Essentially, this means customized in-game events or challenges for each player. In essence, it’s the aspiration of every metagame designer to create a dynamic environment that reacts uniquely to each individual player.

A Philosophy for Sustainable Play

Fundamentally, Andrei Kulakov’s creations are driven by the idea that games ought to value players, not merely through sleek gameplay mechanics, but also by providing compelling reasons for return, fostering attachment, and ensuring that their investment of time is acknowledged and appreciated.

He expresses that his objective is to create games which evolve alongside the player, starting off easy but gradually unveiling intricate layers of significance, development, and self-discovery as time goes by. That’s the charm of the metagame – it’s what keeps him perpetually captivated and eager to explore it further.

Andrei Kulakov, renowned for his groundbreaking designs, deep technical knowledge, and a vision sculpted by compassion and exploration, consistently leads in a worldwide group of game creators who are reshaping the concept of sustained player interaction.

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2025-06-05 20:41