AI-driven personalization to shape next phase of iGaming growth, The Playa tells Slotegrator

Artificial intelligence-led personalization is set to play a central role in the future growth of the iGaming industry, according to executives at The Playa, as operators seek to boost engagement and retention in an increasingly competitive market.

Speaking to Slotegrator, Chief Executive Viktoriia Grygorenko said rising player expectations are rendering traditional, uniform casino lobbies ineffective, with data-driven personalization emerging as a key differentiator.

“iGaming generates enormous amounts of behavioral data - from game preferences to betting patterns - but most operators still rely on basic segmentation,” Grygorenko said. “That’s a missed opportunity.”

Founded as an experimental project at the intersection of artificial intelligence and iGaming, The Playa has evolved into a full-scale platform offering solutions across the player lifecycle, including lobby personalization, acquisition intelligence, VIP insights and retention optimization. The company serves operators generating more than $10 million in monthly gross gaming revenue.

The shift comes as operators face growing competition not only within the sector but also from global entertainment platforms that invest heavily in user data and personalization. Grygorenko said many online casinos still deliver largely identical experiences to users, though the industry is beginning to adapt.

Internal research by The Playa found that 77% of iGaming company leaders believe artificial intelligence will become a key competitive advantage within the next two to three years, while major operators are expanding data science capabilities.

The company said its data-driven approach can increase revenue by up to 25%, and in some cases beyond, by tailoring experiences to individual player behaviour.

Changing player demographics are also influencing strategy, with a new generation of users bringing different expectations around user experience. Behavioural data can help identify variations in preferences and risk patterns, enabling more targeted engagement.

Looking ahead, Grygorenko highlighted retention as a growing priority for operators as acquisition costs rise and regulatory pressures increase.

She also pointed to the emergence of one-to-one personalization and a shift in how loyalty is defined, as companies move toward more individualized player experiences in an effort to sustain long-term growth.

Read the full interview with Slotegrator here.