“ The average casino customer is not going to put this giant headset on , hook it up to a computer , charge it , all the things you have to do just to play a game when they could just play on their phone ”
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TECH AND INNOVATION
not so much in other areas – and a lot of that is due to the customer base ,” he says . “ If you look at mobile games or video games , those customers are more willing to accept big changes more quickly . Casino customers , not so much .” With VR headsets in the igaming industry , for example , there was a clear mismatch between the technology and the customers , he says .
“ The average casino customer is not going to put this giant headset on , hook it up to a computer , charge it , all the things you have to do just to play a game when they could just play on their phone ,” says Criado . “ So , it ’ s an interesting technology , but it ’ s not really feasible for 99 % of the average customer base .”
INCREMENTAL CHANGES
This doesn ’ t mean that change and innovation can ’ t happen in an industry like igaming , Criado says , but rather that it often happens in stages over time . “ I don ’ t think the innovation is going to be some big giant new killer app ,” he explains . “ I think it ’ s going to be incremental add-ons to what you see today , then gameplay innovations will stack on top of that and then if you look back in five years ’ time , you ’ ll see a big difference . But as you went through it , the change was very gradual .”
This has been the approach Criado has taken as an innovator in the young US market , introducing new features slowly over time and testing out what works with the audience . In some cases , this may be a multiplayer feature , in other cases , a crash game instead of a slot , or a new type of gamification .
“ These little things start to stack up and then you become like the EU market , right ? That has way more advanced games than the US market ,” Criado says . “ Much more like video games : very exciting and engaging and flashing and beautiful graphics . I don ’ t think the US market is ready for that yet , but they ’ re getting there .”
DRIVERS OF INNOVATION
Although some emerging technologies have failed to take off in the industry , some technologies – most notably artificial intelligence ( AI ) and machine learning ( ML ) – still have a wealth of untapped potential .
According to Softswiss ’ latest iGaming Trends report , stakeholders rated the importance of AI and ML as 8.2 / 10 for 2025 , particularly in applications such as personalisation , decision-making automation and detecting problem gambling . However , Softswiss notes that operators should be selective in how they apply this technology . “ In igaming the goal is not just to use AI for the sake of it , but to apply it with precision ,” the report explains . “ To stay focused and avoid shiny distractions .”
Howard , whose OrbitalBet startup provides a customisable and highly adaptable sports betting platform for operators , agrees that AI and ML have huge potential . However , he says that legacy software often holds operators
“ The average casino customer is not going to put this giant headset on , hook it up to a computer , charge it , all the things you have to do just to play a game when they could just play on their phone ”
Rich Criado , ex-Fanatics Game Studios and Penn Entertainment back when it comes to implementing it . “ With AI and ML , everyone knows that they should be looking at it ,” he says . “ You ’ d be wrong to ignore it . But it ’ s working out how to use it the right way , and where it ’ ll make the most impact .”
FOCUS ON USER-CENTRICITY
At major global operators , the trend towards personalisation has recently tended towards creating products that are uniquely flexible and customisable . At Flutter , for example , there have recently been trials in Colorado and West Virginia for a new betting product branded “ Your Way Betting ”. According to a spokesperson , the product utilises a “ revolutionary new pricing model ” that allows Flutter brands to offer customers “ unlimited choice and flexibility in how they pick their lines ”.
Entain , meanwhile , relaunched its own Bet Builder product in the UK at the start of the Premier League season , offering a more customised betting experience for customers . The company also acquired analytics business Angstrom Sports in late 2023 , allowing the operator to increase the number of betting markets it offers fourfold year-on-year . It is talking up Angstrom ’ s impact on BetMGM , its joint venture in the US , in particular as it looks to compete on product and content across multiple states .
This trend of acquiring forward-thinking , agile startups has also happened in the field of micro-betting , Howard points out . Back in August , for example , DraftKings acquired its specialist micro-betting supplier Simplebet in a deal believed to be worth up to $ 195 million .
“ I think innovation probably comes from the startups rather than the incumbents ,” he explains . “ People try things at smaller places and if that looks successful the bigger companies can do it themselves or they acquire the companies that are doing it .”
16 • ISSUE 137 • ICE 2025