Immensity.AI was built to revolutionise digital marketing, turning data into actionable insights, and it has made a name for itself in the music industry. But now, almost six-years-later, the company is leveraging its experience and applying it to a new sector: iGaming, writes Lauren Harrison.
On a mission to refine the industry by helping operators finally understand what drives acquisition, and therefore spend more wisely, Immensity solves long-standing operator pain-points, like calculating the true cost of customer acquisition.
And with margins tightening globally, these metrics, Co-Founder Tim Mathews believes, are key to operator survival in ultra-competitive markets.
A serial entrepreneur and trailblazer, who co-founded Immensity before he turned 30, Tim is now using his deep knowledge of data and acquisition in the cut-throat world of music and streaming to address some of the biggest challenges facing iGaming operators.
In this exclusive interview, Tim and iGF’s Curtis Roach dive into the details, exploring how cross-industry experience is guiding Immensity’s move into iGaming, ask what operators need to stay competitive as acquisition costs rise and show how prediction markets could reshape the entire game.
Curtis began by asking:
As acquisition channels become increasingly fragmented, how is Immensity.ai using AI to reinvent player-attribution accuracy? What new visibility do you believe operators must have to remain competitive over the next three-to-five-years?
“The modern iGaming acquisition journey is no longer linear.
“A player rarely converts after seeing one ad. Instead, they’re influenced by a sequence of touch points (paid social, search, affiliates, CRM communication, content partners, brand assets, and sponsorship exposure) before deciding where to deposit.
“Traditional reporting tools weren’t built for this level of complexity, and as channels continue to fragment, operators find themselves with more data, yet less clarity.
“Immensity.ai addresses this challenge through what we call Attribution Intelligence, a multi-touch, machine learning-driven framework that unifies every marketing signal into a single model designed for decision-making.
“Tracking platforms and business intelligence tools are good at showing what happened.
“Immensity focuses on explaining why it happened and how to allocate spending more effectively.
“By evaluating the quality of conversions rather than optimising to volume-based KPIs, our models reveal the combinations of channels, creatives, and campaigns that truly influence FTDs, deposits, and long-term value.
“This gives operators a level of financial visibility that’s been missing in iGaming – particularly when acquisition teams must justify every dollar of investment.
“Over the next three-to-five-years, the operators who stay competitive will be those who move beyond siloed reporting toward systems that offer:
- Real-time, value-based ROI
- An understanding of how channels influence one another across multi-touch journeys
- Visibility into marginal returns and the point at which additional spending stops being profitable
- Predictive budget planning that models outcomes before spending is deployed
“As acquisition becomes noisier and more expensive, clarity will become the industry’s highest-leverage asset. Immensity was built to provide exactly that.”
The cost of acquisition in iGaming continues to surge, often without operators understanding the true economics behind each player. How can AI bring greater clarity and accountability to CAC, and what future benchmarks should operators be preparing for to help streamline their budgets?
“CAC is increasing everywhere, but the true challenge isn’t the rise itself. It’s the lack of visibility behind what’s driving it.
“Many teams can see that certain channels or markets are becoming more expensive. Yet they cannot identify why efficiency is eroding or which parts of their mix are actually responsible for profitable, long-term players.
“Traditional reporting systems are still rooted in last-click logic or surface-level KPIs, and that leaves operators in the dark when making high-stakes budget decisions.
“Immensity.ai solves this by connecting marketing spend directly to financial outcomes using multi-touch, value-based attribution.
“Instead of treating every acquisition the same, our Attribution Intelligence models analyse deposits, ARPU, retention, and player value to determine which pathways correlate to profitable users.
“This gives operators a real understanding of where CAC is rising, where it’s stable, and where investment should be rebalanced.
“Because the system captures how channels interact, it also surfaces diminishing returns before budget is wasted and identifies over-saturated segments where performance is likely to deteriorate.
“Thus, operators gain the ability to forecast CAC under different spend levels or market conditions, allowing them to make forward-looking decisions rather than reactive corrections.
“In the coming years, the shift toward value-based metrics will accelerate. Operators will rely more heavily on cost-per-quality measures, channel-level efficiency curves, and market-normalised benchmarks that compare performance across regions.
“CAC will never be static. But with the right intelligence guiding resource allocation, it becomes predictable, defensible and manageable.
“Immensity provides the clarity and accountability required to keep acquisition profitable in an increasingly competitive ecosystem.”
Immensity.AI’s roots in the music streaming industry bring a unique perspective. What standout lessons from streaming can be transferred into iGaming to give operators measurable, long-term value?
“Immensity’s origins in music streaming give us a unique perspective on measurement.
“The music industry offered no attribution capabilities whatsoever. Labels and managers had no way of knowing which campaigns or promotions actually influenced streaming lifts.
“Compounding that challenge was the limited nature of available data -small, noisy, and concentrated around four- to six-month release cycles.
“Building for that environment required a modelling approach capable of extracting signals from extremely fragmented information.
“The parallels to iGaming are striking.
“Operators face similar conditions: Inconsistent data quality, mixed-channel activity, volatile user behaviour, and extremely competitive acquisition markets.
“Most importantly, both industries rely on a combination of brand investment and performance marketing that traditional tools often fail to evaluate holistically.
“Because we were forced to build attribution where none existed, we developed a system that works even when data is sparse or heavily fragmented.
“Our multi-touch modelling shows operators not just which channels users touch, but which combinations of touchpoints truly influence FTDs, deposits, and retention.
“This allows teams to move past broad assumptions and into decision-making rooted in real financial impact.
“The lesson we brought from streaming is simple but powerful: Volume doesn’t equal value. Whether it’s streams or sign-ups, the metric alone tells an incomplete story. True insight comes from connecting activity to meaningful downstream behaviour and identifying the drivers of lasting engagement.
“For iGaming operators, this means finally having visibility into the marketing levers that produce sustainable value -clarity that supports better budgeting, more efficient scaling, and long-term growth.
“The intelligence we once provided to artists and labels now helps gaming brands navigate noisy data environments with precision.”
Prediction markets are rapidly gaining momentum, blending financial-market behaviours with entertainment. How do you see their rise reshaping acquisition strategies and potential growth opportunities for operators?
“Prediction markets are reshaping player behaviour by combining elements of gaming, trading, and social engagement into a single, highly dynamic experience.
“These platforms attract users who behave less like traditional bettors and more like informed traders – reacting to price movement, probability shifts, creator commentary, and real-time narratives. Their decisions are faster, more fluid, and more heavily influenced by information velocity.
“This shift has major implications for acquisition.
“As prediction markets gain traction, competition for these information-driven users will intensify, pushing CAC higher across both traditional sportsbooks and emerging operators.
“The rapid pace of micro-events and short-term outcomes creates more conversion opportunities but also shrinks the window operators have to influence them. In turn, marketing becomes more expensive and more dependent on timely touchpoints.
“Content will play a central role in this evolution.
“Prediction markets thrive on real-time discussion, analysis, and creator-driven insights. That means operators will increasingly compete through channels where narrative and speed matter as much as budget.
“This dynamic compresses margins for teams lacking clear attribution. Without understanding which channels and creators are influencing high-value deposits, budgets will inflate quickly and inefficiently.
“Immensity provides the intelligence needed to navigate this transition.
“By mapping multi-touch journeys and analysing value outcomes, we help operators identify which combinations of channels and content actually drive profitable prediction-market users.
“This allows teams to scale the right acquisition levers, reduce reliance on guesswork, and maintain margin discipline even as competition intensifies.
“Prediction markets won’t simply change where users place bets. They will redefine how operators acquire them. Those with precise, value-based measurements will be positioned to capitalise on growth while protecting profitability.”
Editor’s Note:
From its roots, Immensity set out to challenge the status quo.
In the fast-paced, cut-throat world of the music industry, the team quickly learned to turn fragmented data into actionable insights, building solutions where none existed and redefining what was possible.
What sets the company apart is its challenger mindset.
Every issue–from rising acquisition costs and fragmented channels to the need to measure what was once unmeasurable–is seen as an opportunity to apply their previous experience and deliver a solution which makes a real impact.
Ultimately, Immensity transforms complexity into clarity, helping operators understand not just when they gain and lose players, but how and why. This insight empowers them to drive longer-term value.
Tim believes the landscape is only becoming more complex.
In his view, prediction markets, blending social, financial, and gaming dynamics, are set to supercharge sports betting, intensifying marketing pressures as the speed of betting and information increases.
But rather than baulk at this, Tim sees opportunity. And that is where the real value of the challenger mindset lies.
There’s a type of tenacity only earned by being a young newcomer in an ultra-competitive industry – and reshaping it.
Immensity has done that once already.
And now, they’re gearing up for round two, with their sights firmly set on iGaming.
