CONNECTING ECOSYSTEMS
For years, the Player Account Management system - or PAM - has quietly powered the gaming and betting world. But what if that engine is running out of road? Darren Calvia, Chief Product Officer at VeliTech, discusses how to stop chasing "the best PAM" and start building something smarter.
For more than a decade, Player Account Management systems - PAMs - have formed the infrastructure of the iGaming industry. Tey power the fundamentals: onboarding, wallets, player data, compliance and the backbone of personalisation. But as the industry accelerates into a data-driven, omni- product future, the sector faces a pivotal question: is the traditional PAM model still enough?
According to Darren Calvia, Chief Product Officer at Veli Group, the answer isn’t that PAMs have failed - rather, the industry has outgrown the idea that the PAM alone is the centre of innovation.
“Core functionalities within an operator's product suite such as money management and responsible gambling features all sit within the nerve centre of the PAM,” he explains. Historically, this was the B2B battleground, epitomised by the long- dominant Playtech IMS. But as Calvia notes, “the landscape
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DARREN CALVIA Chief Product Officer VeliTech
has evolved a lot since then and it's no longer the sole talking point when we're discussing B2B products.”
Te challenges aren’t rooted in the technology itself. “Technically, PAMs must be performant, scalable, resilient, and fast,” says Darren. “Te PAM isn't driving industry innovation like it used to, but from a commercial point of view they're still integral.”
Te industry’s saturation of capable PAM solutions has shifted battlegrounds away from “best-in-class PAM” soundbites. “Tere are many very good PAMs,” Calvia states. Because of that, differentiation now lives in what surrounds the PAM - data flows, personalisation engines, game aggregation, sportsbook, and real-time CRM. “People are now trying to sell the best ecosystem and the PAM is the foundation of that.”
For VeliTech, the foundation is still mission-critical: “Our
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