VIKTORIIA GRYGORENKO CEO, Te Playa
At first, we expected the strongest results in large, high-traffic markets. More data usually means better performance – more signals to train models, more chances to optimise. But it turned out that smaller markets can benefit just as much, sometimes even more. Tese regions often get less focus, so when you introduce personalisation, it stands out.
AI-Powered Personalisation Make a Visible Difference
Viktoriia Grygorenko, a former McKinsey consultant and now CEO of The Playa, explains why iGaming’s next frontier is AI-powered hyper-personalisation.
What does Te Playa do?
We build AI-powered personalisation solutions for iGaming operators and platform providers. We focus on player engagement – bringing approaches from other industries into iGaming, where personalisation has been slower to adopt. Our product lineup targets three major challenges: customising the casino lobby (Lobby Personalisation), activating new players (Newbies Boost), and keeping active users from churning (Active Players Boost).
For new players, it's about learning their behaviour patterns quickly (ideally within the first 24 hours) and setting up a tailored activation plan for the initial months. With long-term players, it’s about keeping them engaged, spotting early signs of churn, and responding fast. At the core of our solutions is machine learning trained specifically for iGaming use cases. Te models adapt as players interact with the platform – and that’s what drives results.
Is there a perception challenge with operators around embracing these new technologies?
Yes. iGaming tends to operate in silos, and it’s hard to access shared knowledge. Tat’s very different from other industries where research and best practices are openly discussed and reused. In iGaming, everyone builds their own stack, their own solutions, often from scratch. It’s understandable, though. Te space is competitive. At any conference, you’ll see dozens of new brands popping up. Everyone is racing for market share. But at some point, investing in how you treat and retain
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players becomes critical. With AI becoming more accessible – when every person soon has their own assistant – personalisation won’t be optional. Even if some operators are still cautious, it’s going to become an integral part of running the business. Te earlier teams start paying attention to this shift, the more business value they’ll be able to achieve.
How are you building Te Playa’s name in the market?
We started by focusing on the product – building, testing, refining. Now that we’re confident in our solutions, we’re being more visible – speaking at industry events, sharing insights through LinkedIn and media, and directly meeting operators. I remember going to conferences in 2022 and 2023, just after ChatGPT launched, and AI wasn’t a big topic yet. It was mentioned here and there, but not in a meaningful way. Tat’s changed a lot – especially this year. Tere’s much more focus now, and the conversations are more grounded. People aren’t just asking what AI is; they’re asking how to actually use it in a business context.
Tere’s still some caution when it comes to player engagement, though. Operators worry about getting it wrong because the cost of a mistake is huge. Generative AI still feels unstable in many use cases. But machine learning is already mature – reliable, explainable, and tested.
Do you worry that operators will build this themselves?
For operators and platforms, it’s always a decision – build internally or partner with an external provider. In some markets, especially in Europe, there’s a preference for doing everything in-house. Te thinking is that it
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