Big data and AI have become this year’s industry buzzwords – essential tools that every operator knows they need, writes Lauren Harrison.
But what comes next?
And how can operators cut through the noise, turning vast amounts of data into actionable strategies?
To explore the realities and opportunities of AI, big data and retention, iGF Head of Content Curtis Roach spoke with Symplify’s Chief Sales Officer, Christoffer Feldt-Sørensen.
Christoffer, an expert in start-ups and scale-ups, has led the Symplify sales department since the beginning of this year.
With more than two decades in the tech industry and an entrepreneurial track record that includes multiple senior positions with major players, he explores big topics. How, for example, can operators engage in hyper-personalisation, ethically and with simplified, sustainable strategies.
Curtis began by asking Christoffer:
What should operators be doing to leverage maximum value from the inevitable cohesion of CRM and AI? Does the introduction of these new AI-driven tools guarantee seamless, value-driven experiences for iGaming operators and their players?
“The convergence of CRM and AI is reshaping how operators engage with players, but technology alone doesn’t guarantee value.
“Operators need to focus on aligning their CRM strategies with clear player lifecycle goals: Acquisition, engagement, retention, and reactivation.
“AI adds automation and predictive intelligence, enabling communications to be both timely and contextually relevant. But the real value comes from operators setting a strong framework for how AI-driven insights are acted upon.
“In short, AI enhances CRM, but operators must ensure it is applied with strategy and purpose if they want to create seamless, player-first experiences.
“Consider also that all of this is nothing without the product coming first, and customer service being delivered at its very highest level.”
Personalisation is a major industry talking point. What does the creation of a truly personalised player journey look like in practice? And how is Symplify enabling operators to achieve this going forward?
“True personalisation goes beyond simple segmentation. It’s about anticipating the individual player’s preferences, behaviours, and motivations, then shaping their journey in real time.
“In practice, that could mean dynamic content across channels, personalised promotions, or even responsible gaming interventions tailored to specific risk profiles.
“At Symplify, we’re investing heavily in AI-driven behavioural modelling and multichannel orchestration. This allows our partners to design journeys that adapt as the player evolves, delivering not just relevance, but resonance, at every touchpoint.”
Data can often feel overwhelming for operators. Why is simplifying data such a critical step, and what can operators do to ensure insights are not just accessible but actionable in real time?
“Everyone wants it data-rich. But data overload is one of the biggest challenges operators face, and it’s even weighing down the industry [to an extent].
“Having huge amounts of data is useless if it isn’t structured and simplified for decision-making.
“Simplification means filtering noise from signals and presenting insights in a way that is both digestible and immediately actionable.
“Operators should be focusing on dashboards and AI-driven alerts that surface critical trends as they happen, whether that’s a change in player behaviour, a potential churn risk, or a spike in engagement.
“Symplify is laser-focused on making data actionable in real time, so operators can move from insight to action without delay.”
Sustainable retention and player protection have become the cornerstones of mature regulated markets. How can AI-powered personalisation serve both the operator’s commercial goals and the industry’s duty of care towards players?
“These goals are not mutually exclusive, but when done right, they reinforce one another. AI-powered personalisation can identify when a player is most likely to engage positively with tailored offers, but it can also detect patterns of risk or harmful play.
“By personalising retention strategies in a way that prioritises healthy, enjoyable engagement, operators build long-term loyalty rather than short-term wins.
“For Symplify, responsible personalisation means using the same technology that boosts revenues to also safeguard players. We see it as a shared responsibility: ensuring compliance, protecting players, and still delivering commercial success through sustainable engagement.”
Editor’s Note
AI and big data are converging with CRM and changing the game. Simplification is no longer just a strategy. It’s a necessity, and one that Symplify has built its business on.
Operators already have the tools and data available to understand and respond to players at every stage of their journey.
But unlocking their potential requires a clear framework for how AI-driven insights are used – turning the noise into actionable, strategic decisions.
As Christoffer says, insights must be “applied with strategy and purpose”, built on a solid foundation of product and service.
With AI improving, and soon tabled to provide full 360 views of players, he believes we are entering the age of “responsible personalisation”, where hyper-personalisation meets duty of care, avoiding ethical issues, and creating sustainable retention and long-term consumer trust.
By working with solutions providers like Symplify, asserts Christoffer, operators can anticipate player needs, detect harmful behaviour early and shape the customer journey in real-time, scaling responsibly while building loyalty.
