Real transformation isn’t just technological, it’s behavioural. You can have the best platform in the world, but if your organisation is siloed, hierarchical, or driven by fear of failure, you’ll never realise its full
value. At Fast Track, we’ve invested heavily in building a trust-driven culture. Transparency is key, every employee understands our vision, our metrics, and their role in contributing to success.
SIMON LIDZÉN CEO, Fast Track
Fast Track Why Scaling Loyalty Means Rethinking Everything
At iGB Live, Fast Track CEO, Simon Lidzén, shared his vision for the future of customer engagement. As the architect behind one of iGaming’s most forward-thinking CRM platforms, Lidzén argues that the real competitive edge lies not just in technology, but in how organisations are structured to harness it.
Simon, as a panellist at the iGBL!VE conference, what message were you looking to deliver to the audience?
I wanted the audience to think differently about what it takes to succeed in this era. Everyone’s talking about AI, but few are discussing the behavioural and organisational changes required to truly unlock its power. My focus is on three key pillars: real-time information architecture, purpose-driven organisational culture, and rethinking value perception. If operators can align these three, they’re not just adopting new tools, they’re setting themselves up for sustained innovation.
Why is information architecture so crucial right now?
For years, the industry talked about data collection, ie. how much you could gather. Now, the conversation has shifted. It’s not about how much data you have, but whether it's accessible, contextualised, and usable in real time. Operators must build architectures that allow data to flow frictionlessly between systems. Tat’s the foundation of relevance and personalisation, two things essential for player loyalty.
At Fast Track, we built our entire platform on this principle. Instead of relying on batch data, we enable real-time connectivity between all
50
systems. Tat’s what makes our Singularity Model possible, it creates 1:1 experiences by matching behavioural profiles with the right message, channel, and timing, continuously.
You also emphasise company culture as a major factor in success. Why is this part of your tech message?
Because real transformation isn’t just technological, it’s behavioural. You can have the best platform in the world, but if your organisation is siloed, hierarchical, or driven by fear of failure, you’ll never realise its full value. At Fast Track, we’ve invested heavily in building a trust- driven culture. Transparency is key, every employee understands our vision, our metrics, and their role in contributing to success.
Leadership today needs to be about enabling cross-functional collaboration, not guarding ideas. Our internal Trust Index isn’t just a vanity metric, it’s a leading indicator of our ability to innovate and scale. Te most exciting tech only works when people feel safe enough to experiment and share ownership of outcomes.
You’ve spoken about ‘old school CRM.’ What do you mean by that? Traditional CRM platforms are transactional. Tey send offers to
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