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Thought Leadership/Q&A with Thomas Aigner head of business development at Ibex.ai discussing the future of CRM

Published

3 years ago

July 27, 2022

Reading Time: 4 minutes

Thomas Aigner, Head of Business Development at Ibex.ai discusses the changing landscape of CRM processes and how the development of artificial intelligence is altering the future of CRM.

How does Ibex see the future of iGaming CRM developing in relation to AI and how will this benefit operators?

What does the current landscape of iGaming CRM look like- what changes are you expecting over the next few years?

Currently, we are seeing more and more investment in AI solutions as operators and suppliers look to gain an edge in the increasingly competitive iGaming market, however, I think as an industry we have only just begun scratching the surface with significant changes to CRM forthcoming. There are some obvious, well-known CRM suppliers in the market, such as Optimove and Fasttrack as well as a lot of promising rising stars entering the space. We have already seen examples of acquisitions of these newer companies through recent deals involving Optimove acquiring Graphyte, and I’m expecting to see more of these types of partnerships moving forward.

Most of the ongoing innovation has been structured in a traditional linear way, to optimise the current CRM processes and how those teams work, essentially helping them better segment players or create rule-based systems (gamification or customer journeys). Once built, they send automated communications, but much in the same way as the term personalisation is often misused, automation is also because businesses still need someone to constantly create new target groups, campaigns and rules for new journeys. This increases overheads through the cost of labour to manage these systems whereas using an AI that offers true automation reduces these costs. The future of CRM is AI – creating full automation and developing a self-driving system is paramount, and this process is at the core of what Ibex.AI stands for.

As AI becomes increasingly integrated into the CRM process, we will see fundamental differences in how companies operate daily. CRM teams will begin moving away from segmentation and average campaigns for target groups and pivot towards 100% personalisation. We will see less human error through data analytics, and close to perfectly accurate execution.

What does the advancement in AI technology mean for jobs going forward?

There’s always a sense of fear of the unknown when it comes to innovations, especially surrounding Artificial Intelligence. The real aim here is for AI to assist companies by automating the process, reducing the amount of legwork that is currently done by humans, with these job roles adapting to focus increasingly on creativity, strategy and giving more commercial responsibility to people. It could mean that CRM and Retention Managers can grow more into the role of Brand Managers, gaining more responsibility and taking care of bigger markets. AI also creates the opportunity to help start-ups without the budget for their CRM team, as well as those brands looking to enter new markets.

How will changes to CRM affect issues surrounding bonus abuse and player retention?

Bonus abuse and player retention have been a cause for concern within the industry and AI can solve many of these issues through the use of deep learning algorithms. AI can predict the LTV of each player under many different scenarios, only executing an action if it will return a profit. As a result, those models can also identify bonus abusers and would limit or even stop bonusing these players because it has become unprofitable for the business.

Real personalisation will play an important role in player retention moving forward – albeit not in the way it is currently used – all companies say they personalise but in fact, just get more granular when setting up target groups or building more and more rule based customer journeys. This relates heavily to retention, with players receiving a far greater personalised experience from campaigns and activities that are aimed specifically towards them, as opposed to an average group of people, further connecting customers to the brand.

How does AI allow operators to affect player behaviour- does it differ from the standard CRM approach?

AI can fundamentally change the standard CRM approach and how it functions as it reduces the workload of marketing teams and the CRM process. A practice that can in many cases have six major steps to it can be shortened to one or two, those being checking on the performance of the machine and coming up with new and creative ideas that AI can then execute and optimize. This focus on new creative ideas goes on to change players’ behaviour by diversifying how operators are reaching out to players. Additionally, AI is affecting each player by analysing them as individuals and constantly improving what is best for them, a process which would take far too much time using the standard CRM approach.

Are there any specific markets you believe will get an added benefit from advancement in iGaming CRM?

Obviously, the majority of innovative ideas originate in mature markets in Europe and the US, but I think that, especially in LATAM and Africa, there is a great opportunity to grow and help operators there to make a difference and to scale more quickly while developing the overall market. This can only be a positive. If we can raise the overall betting experience for players in these markets and allow the companies to free up time and focus on other areas of business as they grow, then I think that is a great outcome.

What is the future for AI?

I believe in the future we will reflect and struggle to understand how we could have lived without the support of AI to be able to offer the best entertainment to each player. AI will be integral to the iGaming market and it is only going to continue to grow and develop as more people within the industry come to understand how machine learning is now proving an invaluable asset to retention teams. Everybody will use at least some and in some cases a greater number of AI tools and will be developing their teams to understand and work effectively alongside this innovative technology.

Latest News

LinkDataMedia Drops ‘Startup’ Look with Major 5th Anniversary Rebrand

Published

3 hours ago

December 22, 2025

George Miller

Editor’s Take

Why this matters: In the iGaming affiliate space, the five-year mark is a critical survival threshold. Many media startups fade away before reaching it. LinkDataMedia’s decision to rebrand now is a classic “graduation” signal. By shedding their startup skin for a more corporate, “blue-chip” aesthetic (the stability-focused blue triangle), they are telling operators and partners that they are no longer just an affiliate project, but a stable infrastructure partner ready for larger commercial deals.

The Full Story

LinkDataMedia, the parent company behind the popular affiliate portal Gamblers Connect, has announced a comprehensive corporate rebrand to coincide with its fifth anniversary.

The overhaul includes a completely refreshed brand identity, a redesigned logo, and a fully revamped website, all of which are now live. The move is described by the company not as a mere cosmetic update, but as a strategic pivot designed to distance the business from its “startup roots” and reflect its current status as an established player in the competitive iGaming media landscape.

Visualizing Maturity The new visual language features a modernized blue triangular logo, a shape chosen to represent “stability and forward momentum.” The digital user experience has also been streamlined, offering partners a cleaner interface that aligns better with the company’s matured operational capabilities.

Management Commentary Gjorgje Ristikj, Founder and CEO of LinkDataMedia, commented on the significance of hitting the half-decade milestone in such a volatile industry:

“Surviving the first five years in business takes more than luck. It takes belief, resilience, and the right people around you. This milestone, and the rebrand, reflect exactly that.”

Implementation The new branding has already been deployed across the main corporate website and is currently being rolled out across LinkDataMedia’s social media channels and internal communication platforms. As the company enters its sixth year, the refreshed identity aims to set the stage for a new phase of expansion and innovation.

The post LinkDataMedia Drops ‘Startup’ Look with Major 5th Anniversary Rebrand appeared first on Gaming and Gambling Industry Newsroom.

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Win Systems to Debut New ‘Gold Club Colors’ and WIGOS Upgrades at ICE Barcelona

Published

3 hours ago

December 22, 2025

George Miller

Editor’s Take

Why this matters: As ICE makes its historic move to Barcelona, established tech providers like Win Systems are under pressure to bring their “A-game” to the larger venue. The focus here isn’t just on cabinets; it’s the ecosystem. By highlighting WIGOS (their CMS) alongside WIN PAY, Win Systems is positioning itself as an infrastructure partner, not just a hardware supplier. The debut of the Gold Club Colors roulette specifically targets the growing demand for visually customizable electronic table games (ETGs).

The Full Story

Win Systems, the global provider of technology for the gaming and entertainment industry, has confirmed its product roadmap for ICE Barcelona 2026, the sector’s most significant international event taking place from January 19 to 21.

Exhibiting at Stand 3M30 at the Fira Barcelona Gran Via, the company will leverage the new venue to showcase a broad portfolio designed to cover the entire casino floor—from management systems to the gaming floor itself.

Systems and Fintech At the core of the showcase is WIGOS, the company’s flagship Casino Management System (CMS). WIGOS is widely recognized for connecting thousands of machines across multiple countries, and the Barcelona display will focus on advanced tools that streamline daily operations and optimize player retention.

Complementing the CMS, Win Systems will present WIN PAY, its secure transaction platform. As cashless and seamless payment solutions become standard requirements for operators, WIN PAY offers the necessary efficiency and security controls for modern gaming environments.

Hardware: Roulette and Slots On the hardware side, Win Systems is refreshing its electronic table game offering with the new Gold Club Colors electronic roulette. The Gold Club line has long been a staple in the company’s portfolio, known for its compact footprint and reliability; the “Colors” iteration promises to maximize visual impact on the floor.

Alongside the roulette, the company will display its latest slot hardware, including the Sublime and Rhapsody cabinets. These units are designed to house the company’s extensive game library, which has been adapted to suit diverse market profiles from Europe to Latin America.

Strategic Goals Win Systems aims to use the three-day event to reinforce its 30-year legacy in the industry. The company described its participation as a commitment to “continuous innovation,” inviting operators and regulators to explore how their integrated solutions can improve in-room performance.

The post Win Systems to Debut New ‘Gold Club Colors’ and WIGOS Upgrades at ICE Barcelona appeared first on Gaming and Gambling Industry Newsroom.

Latest News

bet365 Brings Popular ‘Over/Under’ F2P Game to UK Market with LOW6

Published

3 hours ago

December 22, 2025

George Miller

Editor’s Take

Why this matters: The UK betting market is mature, but the appetite for US sports (NFL in particular) is growing rapidly. By porting this specific “Over/Under” prop format—which has already succeeded in North America—bet365 is engaging a specific sub-segment of UK bettors who prefer the player-prop style of betting common in the US, rather than the traditional match-winner markets. It’s a smart retention play that uses “free-to-play” fun to educate users on complex prop markets.

The Full Story

bet365, the world’s leading online betting brand, has announced the UK launch of its popular Over/Under free-to-play (F2P) game, developed in partnership with gamification specialist LOW6.

This rollout follows successful deployments of the title in Canada, Mexico, Brazil, and multiple U.S. states, where it has already generated millions of prop picks. The move signals bet365’s intent to deepen engagement with UK-based fans of major American sports leagues.

How the Game Works Designed specifically for followers of the NFL, NBA, MLB, and NHL, the Over/Under game offers a fast-paced, prop-based format.

The Mechanic: Users select “Over” or “Under” on specific player performance stats (e.g., passing yards, points scored).
The Strategy: Players can choose between 3 to 10 markets per entry. The more selections they combine, the higher the potential prize.
The Bridge to Betting: Once an entry is confirmed, the game features a one-click integration that allows players to instantly port their F2P selections into a real-money bet slip on the bet365 platform.

Management Commentary Jon Riley, PR Operations Lead at bet365, highlighted the rising popularity of US sports across the Atlantic:

“The growth of sports betting in the US has been remarkable – fans are engaging with their favourite leagues, teams and events like never before… That passion for the NFL, NBA, MLB, and NHL has grown globally, and at bet365 we’re delighted to launch such an exciting and entertaining free-to-play game this side of the Atlantic.”

Jamie Mitchell, CEO of LOW6, emphasized the data-backed success of the format:

“The feedback from users, as well as the player numbers and underlying player engagement data shows this game has been a perfect fit. To see bet365 now making it available in the UK is testament to the success of the partnership.”

Josh Turk, Chief Strategy Officer at LOW6, added that the “slick” user journey from free-to-play to real-money wagering is a key feature driving the product’s retention value.

This launch further solidifies the relationship between bet365 and LOW6, leveraging F2P mechanics not just for acquisition, but to increase “player lifetime value” (LTV) by educating casual fans on prop betting markets.

The post bet365 Brings Popular ‘Over/Under’ F2P Game to UK Market with LOW6 appeared first on Gaming and Gambling Industry Newsroom.