INDUSTRY INSIDER: MARK MCGUINNESS
LIVE CASINO AND INTERACTIVE STREAMING
The live casino sector has evolved from a simple video stream into a sophisticated, interactive entertainment category. It’s a key area of growth that successfully bridges the gap between the online and land-based casino experience. This trend is driven by a desire for authenticity and social connection. Instead of just placing a bet on a digital blackjack table, players can now join a live stream hosted by a professional dealer in a studio. They can talk to the dealer and other players through a chat function, creating a sense of camaraderie. The latest evolution includes ‘game show’ style experiences, like Evolution Gaming’s popular Crazy Time, where a live host guides players through a series of bonus rounds. This format, which has a TV-show feel, appeals to a much broader audience than traditional casino games. Why is this trend rising? Live casino and interactive streaming offer the social element that many players miss from a physical casino. For operators, it’s a powerful tool for retention, as it creates a more engaging and immersive environment. By offering a variety of formats, from classic table games to light-hearted game shows, companies can reach different player groups and increase customer lifetime value.
AI AS THE ENGINE OF PERSONALISATION
AI is no longer a buzzword; it’s a core technology that is fundamentally changing how we interact with our customers. For the C-suite, AI’s greatest value is its ability to analyse huge amounts of data to improve the player experience. It moves us from a one-size-fits-all model to a hyper- personalised, responsive one.
A player logs into a casino site and instead of being bombarded with generic promotions, an AI system recognises their past behaviour. It knows they prefer live dealer blackjack on a Tuesday and often play for a 30-minute session. Based on this, the platform doesn’t just show them a blackjack table; it offers a specific table with a low minimum bet, a friendly dealer, and a special loyalty bonus for their next ten hands. This isn’t a promotion; it’s a subtle act of service that makes the player feel seen and understood. Why is this trend rising? In a crowded market, player retention is the most critical metric. AI lets us move beyond simple bonuses to create a deeply engaging, intuitive experience. It can predict player churn before it happens, spot potential problem gamblers by finding unusual behaviour, and optimise marketing to deliver the right message at the right time. For iGaming leaders, AI is the key to lowering acquisition costs, boosting lifetime value, and supporting responsible gambling.
The latest trends are often discussed at industry events such as SiGMA Europe, ICE and SBC Summit
RESPONSIBLE GAMBLING TECHNOLOGY
As the iGaming industry embraces innovation, our commitment to player safety must be paramount. Responsible gambling is no longer just a regulatory requirement; it’s a core part of our business model. Technology, especially AI and machine learning, is at the forefront of this effort, enabling us to protect players in ways that were previously unimaginable. These advanced systems can watch player behaviour in real-time, looking for subtle shifts that might signal a move toward high-risk play. For instance, a sudden increase in deposit frequency or a longer-than-usual session could trigger an automated intervention. This could be a simple pop-up suggesting a break, a reminder of spending limits, or a direct offer to connect with support services. This is a huge step forward from the old ‘set-it-and-forget-it’ model of self-exclusion.
Furthermore, AI can personalise responsible gambling messages. Instead of a generic warning, a platform could send a message like, “Hey, we noticed you’ve been playing a lot of slots recently. Remember to take a break and play responsibly,” making the message feel
About the author
Mark McGuinness is an ‘architect of high-impact iGaming marketing.’ He is currently fractional CMO at
Devilfish.com and brings over 24 years of elite digital marketing leadership to the role, advising top-tier iGaming operators across diverse regulated landscapes. He translates deep analytical power, honed from his scientific background, into breakthrough strategies for affiliate marketing, Web3, social poker, and casino gaming. McGuinness champions the game-changing integration of neuroscience and behavioural economics to skyrocket customer engagement and conversion.
more relevant. By using this technology, we not only protect our players but also build trust, a crucial asset in a competitive market.
THE ROAD AHEAD
The future of iGaming isn’t about minor tweaks to existing products. It is about a strategic shift to a new way of play. The rise of autonomous betting and prediction markets challenges our traditional models but offers exciting new revenue streams. Meanwhile, live casino streaming, AI-driven personalisation, and gamification give us the tools to create a truly human-centric, engaging, and rewarding experience. Most importantly, it empowers us to build a safer, more sustainable industry. For iGaming leaders, the time to act is now. The brands that will dominate the next decade will be those that embrace these trends not as an add-on, but as a core part of their DNA. We must invest in technology, foster innovation, and commit to understanding our customers on a deeper, more sophisticated level. The future of iGaming is about empowered players, authentic communities, and smart, personalised experiences. Are you ready to lead the way?
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