As iGaming evolves into a more interconnected ecosystem, operators, software providers, affiliates, and other market players are rethinking how to optimise processes and deliver greater value.
In this discussion, Anton Gyria, Director of Business Operations at Evoplay, along with Bar Konson, Chief Business Development Officer at NuxGame, and Dmytro Miasnikov, Chief Operating Officer at AdKey.Agency, share their views on how the ecosystem is moving towards deeper, more strategic synergy.
Collaboration and transparency
The quintessence of modern iGaming is a collaborative ecosystem. This reflects the industry’s growing maturity, where every participant drives strategic value, and partnership is gaining new momentum. Although outcomes depend on many factors, experts agree that one principle outweighs the rest. Bar Konson, Chief Business Development Officer at NuxGame, highlights it clearly.
When it comes to internal processes, the expert highlights that ongoing learning and smooth communication with partners rely on regular cross-team discussions. Keeping commercial, technical, and operational teams aligned helps everyone work together toward shared goals like engagement, retention, and player satisfaction. Data shows this works: companies that are more transparent report profit margins 21% above the average.
Building on the importance of transparency, Dmytro Miasnikov, Chief Operating Officer at AdKey, which specialises in traffic, agrees, adding that openness, collaboration, and a single goal are principles that must be shared by all market participants.
Echoing these points, Anton Gyria, from the provider side, emphasises the importance of clarity, openness, and optimising communication. At the same time, he notes that partners value not only smooth processes but also prompt responses to requests, which is why Evoplay assists with the technical side whenever difficulties arise during implementation, consults with the partner, and conducts all the testing to ensure that interactions work correctly upon completion of the integration.
To make communication even more efficient and comprehensive, Evoplay launched Client Area – a platform where each partner can access everything they need, from game data and promotional materials to technical documentation. For other issues, such as integration, a dedicated team member is always ready to assist.
Players & partners in focus
As part of a connected ecosystem, every action by each participant ultimately aims to deliver a high-quality, seamless experience to players. From efficient payments and tailored localisation to personalised content and engaging promotions, every element is designed with the player at its centre.
As Bar Konson points out, each stakeholder brings unique strengths: “Providers push content innovation, operators know the player best, platform teams ensure scalable infrastructure, and affiliates drive discovery and traffic”.
Understanding each partner’s challenges is key to effective collaboration. That’s why, as Anton Gyria explains, Evoplay does more than deliver top-performing games and promos:
“We provide full-cycle support. This includes guiding partners through technical integration, testing, and ensuring a smooth launch. Game assets and release plans are also shared early, allowing operators to plan their campaigns without surprises.“
Bar Konson adds that quick adaptation is crucial in iGaming, especially with stricter regulations and the need for localisation. He points to major industry shifts as examples, like crypto payments and AI-driven personalisation:
“Crypto changed the game. With Web3 and digital currencies on the rise, platforms must support crypto payments, blockchain games, and probably fair mechanics – all of which we’ve implemented to ensure a smooth, reliable experience.“
Dmytro Miasnikov also stresses the importance of quickly adapting to local payment systems, as each country has its own PSP ecosystem. Failing to integrate the right methods can lead to poor conversion rates or lost revenue, no matter how strong your acquisition strategy is.
He also notes that AI has been equally transformative in personalisation, enabling “super-individual“ bonuses tailored precisely to a player’s preferences, though processing large volumes of data securely remains a challenge. External studies find that personalised bonuses and targeted ads based on player preferences can boost conversion rates by up to 15%, proving the power of thoughtful personalisation.
Meanwhile, Anton Gyria adds, Evoplay applies personalisation in games and is now developing a major project to gamify and personalise the player’s experience directly on the website. Looking at AI’s potential, he points out that providers are still finding their limits, but big improvements are on the horizon as the ecosystem evolves.
Read also: Top UI/UX tips for engaging players from the first click
Scalability to keep up
The global online gambling market size in 2024 was estimated at around $80 billion, and is expected to reach $153.6 million by 2030. Back in 2015, it was valued at approximately $37.5 billion. This untapped potential has driven rapid growth, turning scalability into a major challenge for everyone in the industry.
To keep up, platforms need to grow, but also adapt quickly to ever-changing market demands. Bar Konson points out that operators and providers now expect platforms to deliver above all on two things: flexibility and speed.
“Clients want to know what’s coming next – whether it’s new features, games, or tools – and they expect responsive, proactive support at every stage of the partnership,” says Bar Konson.
At the same time, Dmytro Miasnikov emphasises that as platforms become bigger and more complex, the ecosystem can only function if every participant sees not just their role but also their zone of influence. There are no small roles in this interaction.
And Anton Gyria concludes that scalability must go hand in hand with reliability: “Rapid growth brings new opportunities, but also greater risks. For providers, scaling should never compromise stability – every integration and update must run flawlessly. Only then can partners trust, players stay satisfied, and the industry grow sustainably“.
/The ecosystem has evolved: roles expand, collaboration hits harder, and only adaptive players thrive./
