INTERVIEW: SLOTEGRATOR
GIO: What are some of the most common changes operators make to their casino lobby using your Casino Builder?
OI: In terms of broad strokes, they usually change the frontend for campaigns tied to seasons, holidays, or limited-time events like football tournaments. A great example would be smaller LATAM brands changing their frontend for a campaign around a local-level football tournament – something bigger, international brands wouldn’t bother doing.
The games showcase is the first one that comes to mind. It’s a great example of how operators can use UX design for retention. Games are most popular when they’re first released. It’s also not uncommon for game providers to run their own tournaments, in which case those games would appear in the showcase as well.
The other retention tools are also
popular. Operators can test the placement and effectiveness of the loot box, wheel of fortune and tournament functionalities to see what their players respond to best.
GIO: How can operators use player data or behaviour to decide which games, promotions, or content should appear in different lobbies?
OI: They need to do three things: test, test, and test.
Anytime you’re working with high volumes of data, you need to carry out ongoing analysis to see what’s working and what isn’t.
So the fi rst step is to create multiple versions of your casino lobby, based on your best analysis of what should work. Then, you need to split traffi c – for example, players can see different versions of the casino lobby based on their IP address. That sets you up to carry out A/B testing, so you can see which versions of the lobby satisfy your KPIs, like FTD, LTV, etc.
Pre-launch market analysis can tell you a lot about what works in general in a given market, but in order to build a solid base of players
GIO: How does the ability to create multiple lobbies help operators localise the player experience across different countries or markets? OI: While it might be true that there are some commonalities across regions, each market has to be taken individually. Localisation is about more than just translation. It’s about showing your audience that you know and understand them. Argentinian Spanish, for example, is famously distinct from that of its neighbours; using a phrase common in Caracas but never heard in Buenos Aires
can immediately alienate your players and make you seem out of touch.
Game choice varies widely across different regions. European players like slots in general, but if your focus is Belgium, you’d better offer dice games. Asian players like live dealer versions of local games like Dragon Tiger. Sports betting reigns supreme in LATAM, but instant-win games like bingo, lotteries and scratch cards are also hugely popular.
GIO: How important is speed when making changes to a casino frontend, and what problems can operators face when those changes take too long? OI: Every time your launch is pushed back or your marketing campaign is delayed due to development lag, you’re burning investment without generating revenue. So, in a very real sense, speed is key for ROI, end of story. When you can’t quickly set up a time- sensitive marketing campaign, it’s not just a missed opportunity in terms of sales; it’s a missed opportunity in terms of branding. Differentiating your brand is fast becoming one of the only ways to be competitive, and operators need to seize every opportunity that comes their way to reinforce their presence in their players’ minds.
GIO: What is one feature of Casino Builder that you think operators often underestimate or don’t realise the value of until they start using it?
OI: The preview feature comes to mind. Until you get to the point where you’re actually about to fi nalise your designs, you might not realise how useful it is to get a preview of what you’ve just done. And, tied to that, I’d say it’s the responsive design feature; you can toggle the view to see how your frontend appears on desktop, laptop and mobile (which most players are using). Getting that player’s-eye-view is a small but important step in evaluating your design choices.
GIO: Looking ahead, what do you think operators will need from casino frontend and lobby management tools to stay competitive? OI: They’ll defi nitely need to be able to continually optimise and personalise their frontend. This is where AI will really come into play, analysing data in real time so that the frontend can respond to what’s happening in the market.
Personalisation is already the name of the game. What’s changing is the timeline. Moving forward, operators are going to react to player behaviour and provide tailored experiences immediately.
GIO OCTOBER 2026 9
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