In an industry where the lifespan of a mobile game is often measured in weeks, Andrei Kulakov is designing for the long game. With a sharp understanding of player psychology, metagame, systems design, and the emerging possibilities of generative AI, Andrei Kulakov has spent over a decade creating experiences that go far beyond the surface mechanics.
His signature approach: weaving metagame systems into casual titles to sustain player interest, reward mastery, and build narrative depth. We at GamingonPhone spoke with Andrei Kulakov for an interview about the philosophy behind his work, the technical decisions that shape it, and where he sees the future of interactive entertainment heading.
Industry Roots at Elvista: Millions of Players, Measurable Impact
Much of Andrei’s work over the past several years has been done under the banner of Elvista, one of the leading mobile game studios in Eastern Europe. Elvista’s games–casual, elegant, and accessible–have been installed on tens of millions of devices worldwide, with titles like Solitaire, Hearts, Spider, and Belka dominating card game charts on both Android and iOS.
As a lead game designer and key creative force at Elvista, Andrei shaped the direction of multiple flagship projects. His contributions were not limited to game mechanics: he introduced foundational metagame layers, co-developed live event systems, and helped architect the player retention strategies that underpin Elvista’s most successful games.
His innovations have led to significant boosts in player retention, session duration, and monetisation, particularly in markets like the US, Germany, and India. Elvista’s internal analytics show a direct correlation between the launch of Andrei’s metagame campaigns and a 15–25% increase in long-term engagement metrics.
Metagame as the Core of Long-Term Engagement
“At a certain point, gameplay loops aren’t enough,” Andrei says. “Players need a sense of progression that lives outside a single match. That’s where metagame comes in–not as decoration, but as a structural layer that gives the game its long-term life.”
Metagame design–the set of systems that exist around or beyond the core gameplay, such as progression mechanics, achievements, story arcs, or customisation–has been central to many of Andrei’s projects. In his solitaire games, for example, victories earn players collectible cards.
Once a full deck is completed, it unlocks a unique visual style that the player can use in future games. “It’s a small but powerful shift. You’re not just winning a match–you’re working toward a personal collection. That alone can turn a 5-minute game into a month-long habit.”
The same principle guided his work on traditional card games like Hearts, 101, and Belka, where he introduced episodic narrative campaigns. “We wanted to blend the rhythm of classic gameplay with a sense of story,” he explains.
Each campaign adds a light RPG structure: players face off against increasingly difficult AI opponents, culminating in a boss battle, all presented through brief dialogues and character interactions. New chapters are rolled out with updates, keeping the experience fresh and inviting players back.
Building Meaningful Loops with Lightweight Systems
What stands out in Andrei’s approach is how economical it is. These aren’t large-budget games with cinematics or hundreds of features. Instead, they are elegantly built systems that serve a purpose: extending the emotional and intellectual engagement with the game.
“When I design metagame systems,” he says, “I ask: what emotional arc is the player on? How can we help them feel invested beyond a single session? And how do we respect their time while doing that?”
The answer often lies in modularity. His campaigns and collections are built to scale–easily updated, thematically distinct, and technically lightweight. That makes them perfect for the mobile space, where updates need to be fast, and file size matters.
Generative AI as a Tool for Game Worlds
More recently, Andrei has started integrating generative AI into his workflow, not as a novelty, but as a practical tool for producing scalable content.
“We use AI to prototype dialogue trees, generate card descriptions, and even create placeholder art during early design,” he says. “It’s not about replacing creativity; it’s about accelerating iteration. AI lets us explore narrative options faster and see what resonates in playtests.”
He’s also exploring generative systems that can support live operations, tailoring in-game events or challenges based on player behaviour. “We’re not there yet, but the direction is promising: dynamic content that responds to each player individually. It’s the dream of every metagame designer.”
A Philosophy for Sustainable Play
At the heart of Andrei Kulakov’s work is a belief that games should respect the player, not just by offering polished mechanics, but by giving them reasons to come back, to care, and to feel that their time is rewarded.
“My goal is to build games that grow with the player,” he says. “Games that are simple at first, but reveal deeper layers of meaning, progress, and identity over time. That’s the magic of the metagame–and the reason I’ll never stop chasing it.”
With his track record of innovative design, his technical fluency, and a vision shaped by both empathy and experimentation, Andrei Kulakov stands at the forefront of a global community of game developers redefining what long-term engagement looks like.
Catch up on other Interviews from GamingonPhone:
- Bandai Namco Mobile’s Chanh Ly Interview
- CMO of realme Chase Xu interview
- Highrise’s Anton Bernstein Interview
For more Mobile Gaming news and updates, join our WhatsApp Channel, Telegram Group, or Discord server. Also, follow us on Instagram, Twitter and Google News for quick updates.
