Anna Sergeieva, head of partnerships at gaming content provider Onlyplay, sheds light on the changing market of operator-provider dynamics in the iGaming sector. A decade ago, operators sought partners offering solid game portfolios and team integration. Today, providers must offer much more — it’s no longer about just meeting the baseline. Sergeieva points out that with growing player expectations and AI technology advancements, operators demand even more sophisticated solutions from their partners.
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AI Personalization Becomes Crucial
One major shift in the industry is the increasing use of AI to tailor casino experiences for players. Gone are the days when games were simply displayed in catalogs. Now, operators are using AI to curate game offerings based on player history and preferences. “Providers need to learn how to speak the language of AI,” Sergeieva explains. She emphasizes that detailed metadata has become just as key as the games themselves in influencing which titles an AI might recommend to players. It’s all about the data. The trend is towards providers delivering not just games but also analytics and forecasting tools that allow operators to optimize offerings for specific player demographics. Industry insiders know that metadata specificity could be the deciding factor in highly competitive markets.
Competing for Attention
The battle for player attention now extends far beyond the confines of iGaming. But this is a reality Sergeieva acknowledges, noting how providers find themselves competing against mobile games, social media, and streaming platforms. “Today, we compete with any product or service capable of capturing a user’s attention,” she says. This shift is forcing providers to explore new engagement strategies. Entertainment formats are evolving, and so are the expectations around interactivity and engagement. For instance, Onlyplay’s development of the Piggy Tap game — featuring interactive social mechanics — highlights how igaming products are adapting to engage users more deeply.
Strategic Challenges Over Technical Ones
While technical hurdles like integration and security are evident, Sergeieva argues that the real challenge lies in strategic alignment between operators and providers. “Technically, almost anything can be built,” she notes, highlighting that strategic balance is key — aligning technical capabilities with business goals ensures success. A case in point was a project requiring extensive development to meet a client’s specific demands. Though technically flawless, the product didn’t achieve commercial success, illustrating that execution without strategy won’t suffice. Conversely, when partners clearly understand their market and objectives, even modest enhancements can yield major results.
Adapting to Emerging Markets
Different regions demand different product considerations. For instance, African markets require games to be optimized for local network conditions and lower-spec devices. Onlyplay has adapted by creating lighter game versions that improve user experience without players even noticing the optimization. The focus here isn’t on marketing these adjustments as features but ensuring seamless gameplay regardless of technical constraints. Still, industry veterans will recognize the importance of these behind-the-scenes tweaks in expanding market share.
Partnerships as Strategic Assets
In today’s iGaming environment, partnerships aren’t just about game launches — they’re strategic alliances aimed at long-term growth. With increasing regulatory complexities, operators expect more than content. They seek partners who offer market insight, flexibility, and a commitment to mutual success. Sergeieva sees this as a foundation for enduring partnerships. And “They’re looking for partners who understand the market, the product, and their business goals,” she states. The emphasis is on building teams ready to navigate market transitions and evolving regulatory landscapes. What happens next? The iGaming sector in 2026 will hinge on more than just a provider’s portfolio. Success will be defined by a provider’s AI readiness and their ability to forge genuine, long-lasting partnerships with operators. As the industry evolves, operators are increasingly seeking collaborators who offer technological adaptability and strategic vision.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
