Beyond trends: Arturs Zagurilo on building high-performance iGaming platforms
Developing solutions for specific business needs, whether for start-ups or large enterprises, can be far removed from current trends. , CCO at GammaStack, explained to SiGMA News how to ensure conversion growth at the platform level for iGaming companies. In addition to the gambling sector, his company develops comprehensive IT services and solutions for fantasy sports and storage systems.
Competition for attention
In a world saturated with entertainment content, iGaming competes for attention with giants. Gaming companies fight for screen time with TikTok, Netflix, and Instagram. According to Arturs, iGaming stands out in this regard because of the feeling of real participation: ‘The risk, reward, and emotional high of winning or progressing is something that passive platforms cannot offer. Add to that a fast user experience, personalised offers and social elements, and iGaming easily distracts attention from other platforms.’
Practical innovations at GammaStack
When it comes to trends, Arturs prioritises “practical innovations”. Instead of following trends, the GammaStack team focuses on improving fundamentals, providing operators with tangible progress. For example, improvements in user segmentation and the bonus mechanics have enabled one client to reactivate 17% more users, reduce bonus abuse by 23% and increase the average deposit size by 12%. ‘It may not look impressive in a presentation, but it worked, and that’s what matters,’ Arturs noted.
‘Gamification is getting smarter’
At the same time, Arturs believes that the trend can become a powerful driver of user engagement and retention if applied correctly.
‘Gamification is getting smarter. It’s not about giving out badges for playing games, but about creating systems that feel personal and dynamic’. Platforms that have effectively adapted to this trend significantly increase retention. They utilise tools such as real-time missions based on user behaviour, multi-level rewards, and tournaments that foster social competition.
‘Gambling companies are already testing mood-based features that adapt depending on how the player interacts. When done right, this kind of gamification not only looks good but also keeps players around longer.’
User experience C the best place for AI
The industry is still in the early stages of implementing artificial intelligence. Currently, user experience is the area where AI plays the most crucial role, Arturs believes. Platforms can instantly personalise games, offers and events based on player activity. And the ‘wow’ factor in the player experience provides operators with a genuine return.
Operations and regulatory compliance are quickly catching up in the area of user experience, Arturs continues. AI is already helping to detect fraud, speed up KYC and improve risk assessment.
Personalisation vs. privacy
With the growing focus on personalised experiences, the balance between personalisation and responsible handling of personal data is coming to the fore. Arturs knows how to personalise the user experience without crossing boundaries: ‘The key is to be clear and give users control. People need to know what data is required and be able to customise it as they see fit.’
For its part, the GammaStack team works with anonymised and segmented data wherever possible. Its goal is to make the player feel understood, not observed. This concept only works if the developer builds privacy into the platform from the outset.
Transfer of ownership rights to the platform
GammaStack offers operators full ownership of their platforms, a model that resonates with the modern market. Operators want control and don’t want to lose revenue due to long-term agreements with providers. With full ownership, they can manage the platform on their terms, from infrastructure to interface. They can launch projects faster, customise everything to suit their needs, and grow without encountering obstacles, Arturs explains.
‘It’s like the difference between renting and owning your own home. Ownership allows you to build something lasting.’
GammaStack’s team culture
According to Arturs, true innovation starts with people. The best ideas come from teams that feel trusted and empowered. GammaStack seeks individuals who take initiative, ask insightful questions, and aren’t afraid to try new things, even if they fail. The company fosters a supportive environment that makes all of this possible. When this culture works, innovation becomes natural rather than forced.
It’s simple
The platform’s development includes tools that enable operators to increase user conversion rates steadily. For example, social media log-in, personalised registration, and chat functions in live games are essential. An engaging game lobby that can be customised according to player preferences is a huge plus. When users visit a website and immediately see what they really want to play, they are more likely to stay on it.
But speed and simplicity remain the most critical factors, as always. ‘If the site loads quickly, looks neat and doesn’t force the user to go through complicated procedures, conversion rates go up C it’s that simple,’ concludes Arturs.
This article was first published in Russian on 14 July 2025.
