TRENDS IN IGAMING
iGaming 2026: Strategy under pressure
As regulation tightens and competition intensifies, iGaming leaders are rethinking priorities. Marketing, innovation, and talent development are no longer optional extras but strategic imperatives for survival. Dmitry Starostenkov, CEO of EvenBet Gaming, shares his insights into strategic shifts based on the latest industry report prepared by the company and dives into the future of iGaming development.
T
he iGaming industry is no stranger to disruption. From sweeping regulatory crackdowns to the rise of artificial
intelligence, the sector thrives on rapid change. But as the latest iGaming Future 2026 survey of more than 700 industry professionals shows, these shifts are forcing companies to rethink strategy, rebalance investment, and focus harder than ever on sustainable growth.
REGULATION MOVES CENTRE STAGE
For executives, compliance is now the defining challenge. More than a third of respondents identified regulation as their top concern in 2025, ahead of competition and responsible gaming. The reason is clear: from Europe to Asia, regulators are tightening their grip.
In the UK, new rules will soon ban high wagering bonuses and simplify gambling taxation, while Apple and the Gambling Commission have begun purging illegal apps promoted with AI-generated celebrity deepfakes. In Curaçao, long a haven for operators, a new gambling authority now classifies unlicensed firms as illegal, forcing many companies to surrender licences. And in Australia, lawmakers are debating a three-year ban on gambling advertising altogether.
For iGaming leaders, these shifts highlight the need for agile compliance strategies. Mistakes risk not only fines but reputational damage and the loss of licences. The winners will be those who treat regulation as a strategic pillar rather than a legal afterthought.
COMPETITION INTENSIFIES If compliance dominates the agenda in Europe, competition defines the Asian landscape. Nearly one in five respondents in Asia flagged rivalry as their chief concern, matched only by responsible gaming. With over 1.5 billion smartphone users across the region and projected market growth from $19.5 billion in 2022 to $66.8 billion by 2025, Asia is the industry’s most dynamic battleground. Yet success requires more than simply entering the market. Cultural barriers, mobile-only user behaviour, and tightening rules around advertising mean companies must fine-tune their marketing. As one CEO put it, “The acquisition- first model no longer works. Retention and personalisation are everything.”
16 OCTOBER 2025 GIO
MARKETING AS THE NEW BATTLEGROUND
Globally, marketing has overtaken expansion as the leading priority for 2025. Last year, more than half of executives said growth into new markets was their central aim. Now, just 13 per cent prioritise emerging markets, compared to 24 per cent focusing on marketing.
The reasons are stark. Brazil, once hailed as the sector’s breakout market, has proven tougher than expected, with restrictive licensing and strong local incumbents. Meanwhile, advertising restrictions from Google, Meta, and local regulators are pushing up acquisition costs worldwide. The strategic response is clear: maximise lifetime player value through loyalty mechanics, AI-driven engagement, and tailored campaigns. Providers, too, are balancing marketing with investment in technology, signalling that innovation remains a route to competitive differentiation.
INNOVATION WITH IMPACT When it comes to innovation, AI remains the clear leader. Globally, 20 per cent of CEOs cite it as the most impactful development, slightly ahead of personalisation (19 per cent). Affiliates are leading adopters, using machine learning to monitor compliance, optimise campaigns, and block fraudulent traffic in real time. Payment providers, meanwhile, are harnessing AI to personalise transactions and improve security.
Conversely, enthusiasm for virtual reality casinos has collapsed, dropping to just two per cent among land-based operators. Costly headsets and limited consumer appetite have left the metaverse more fable than future.
THE TALENT CRUNCH Alongside regulation and marketing, talent is
becoming a pressing issue. One in five respondents identified recruitment as a top challenge, while retention concerns have doubled compared to 2024. The shortage of experienced leaders is particularly acute: as the report notes, rapid expansion demands middle managers and executives, yet supply has failed to keep pace. Companies are being urged to promote and develop from within, supported by structured onboarding, clear responsibilities, and leadership training. In an industry where products evolve quickly and competition is unforgiving, people strategy is proving as vital as market strategy.
A STRATEGIC CROSSROADS The iGaming Future 2026 survey paints a picture of an industry at a crossroads. Regulation is becoming tougher, competition fiercer, and growth costlier. Yet opportunities abound for those prepared to adapt. Africa, for example, with its young, mobile-first demographics, is emerging as a high-potential region. Brazil, despite its restrictions, remains too large to ignore. And AI, when deployed with purpose, offers new tools for efficiency, compliance, and engagement. For decision-makers, the message is clear: strategy in iGaming can no longer be built on expansion alone. It must be rooted in compliance, driven by marketing, fuelled by innovation, and sustained by talent.
In such a volatile landscape, knowledge is the sharpest advantage.
TOP STATS TO KNOW: IGAMING FUTURE 2026 • 37% of executives say regulation is their top concern for 2025 – more than any other issue.
• 33% in Asia name competition as their biggest challenge, compared to just 16% in Europe.
• 24% of companies now put marketing at the heart of their strategy – overtaking expansion, which has dropped to just 13%.
• 20% of CEOs cite AI as the most impactful innovation, narrowly ahead of personalisation at 19%.
• 83% of operators report higher levels of fraud in 2025, with AI-driven identity scams up 230% year-on-year.
• 1-in-5 respondents highlight recruitment as a key issue, while concern about personnel retention has doubled since 2024.
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