It’s been an incredible start to the year for award-winning CRM and engagement specialists Fast Track, writes Lauren Harrison.
The company has doubled down by bringing its gameplay risk management engine, Greco, fully in-house and scaling it as a core product. It has also expanded its engagement toolkit, launching Tournaments, a new product designed to drive competitive, real-time player engagement.
To catch up on the latest and to see how Fast Track is integrating automation into CRM, iGamingFuture’s Curtis Roach sat down with Dan Morrison, Director of New Business.
They discussed how predictive analysis is used to improve and personalise player journeys.
Dan joined Fast Track in 2020, bringing extensive experience in player acquisition and conversion to the role. Before this, he founded ConversionBet–an acquisition and conversion platform for iGaming operators–and held senior industry roles, including Managing Director at iConvert.
Curtis kicked off by asking:
As AI becomes embedded across CRM platforms, how do you see the role of CRM evolving from a retention tool into a real-time growth engine for operators?
“CRM is evolving from a reactive retention tool into a proactive growth enabler. Previously, operators only had tools that allowed them to react to player behaviour, but AI is changing that and fast.
“It’s now becoming a necessity for operators to use AI and new CRM platforms to stay ahead of the curve and be more proactive when it comes to product offerings, initiatives and bonuses. This includes risk assessment too.
“That’s where solutions like Greco can play a critical role by integrating gameplay risk and real-time intelligence directly into CRM decision-making.
“It’s all about using big data to understand the player’s behaviour and what they might do and want next.”
Player expectations are rising fast. How can AI-driven CRM help operators move beyond segmentation toward truly individual, predictive player journeys?
“Until now, CRM has largely revolved around segmentation. AI-driven CRM changes this entirely. We are shifting from a segment-based marketing and CRM strategy towards generative real-time personalisation.
“This allows operators to treat their thousands of players as individuals based on their displayed preferences, behaviours and even risk indicators.
“For example, our new Tournaments feature matches players to competitions based on how they play. A player who chases big wins can be entered into a multiplier-based competition. A volume player competes on turnover. The result is tournaments that feel personal and perform better.
“Big data and AI have changed the game, meaning we can understand more about players than ever before, and use this data to provide a personalised journey that feels unique to each player and predicts their next move.”
Natural language platforms are rapidly changing how brands interact with customers. How do you see conversational AI and natural language interfaces reshaping CRM workflows, player support, and real-time engagement in iGaming?
“Conversational AI and the development of natural language AI models is something that Fast Track truly believes is the future of player relationship management.
“When Large Language Models are trained in the right way, they provide the potential to transform CRM from a passive experience into a personalised, real-time and proactive ecosystem.
“Instead of relying on static, one-size-fits-all communications, operators can now treat every player like a VIP by analysing, predicting and reacting to player behaviour consistently and instantly.”
With increasing regulatory scrutiny, how can AI enhance player engagement while simultaneously supporting safer gambling and responsible play initiatives?
“A few years ago, when AI was first being integrated into iGaming, everyone was looking for ways to embed it into their products and organisation, but it was still viewed as a ‘nice to have’ rather than a necessity.
“As AI has developed, it’s become a core part of iGaming infrastructure, but it’s not just about pushing products that better suit an individual player. The same information we use to understand consumer behaviours can now also be used to assess and prevent risk and encourage responsible play.
“AI is no longer a nice addition, but a key part of player protection that can balance business performance with strict regulatory compliance – that’s a huge benefit for gambling companies, which are duty-bound to protect players and promote responsible play.”
Editor’s Note:
AI is revolutionising iGaming and nowhere more so than the player experience.
According to Dan, AI transforms CRM from a reactive and passive retention channel into a predictive, real-time engine for both growth and responsible play.
This dual function is key.
AI is not just about pushing personalised products and engagement mechanics; it’s also about identifying and predicting risk to offer higher standards of protection and care, while improving the gameplay experience.
For Dan, “AI is no longer a nice addition” but a key and integral part of operations – and those who fail to integrate it meaningfully risk falling behind, both in terms of meeting player expectations and compliance goals.
