On the SiGMA stage at SiGMA Asia 2025, Jasper Vicencio, President of AB Leisure Exponent (ABLE) delivered a compelling keynote that challenged the industry to look beyond algorithms, bonuses and banner ads. In the powerful final keynote on the SiGMA stage titled The New Science (and Soul) Behind 바카라er Engagement, Vicencio laid out a fresh framework for connecting with players in a way that is deeply human, data-informed and emotionally intelligent.
Vicencio argued that player engagement must evolve from transactional to transformational, grounded in empathy, omnichannel consistency and a clear sense of brand purpose. Drawing from ABLEs extensive experience in both land-based and digital operations, the keynote highlighted how meaningful engagement blends behavioural insight with intuitive marketing where every interaction feels relevant, respectful and real.
Reach and relevance
Opening with a powerful visual, Vicencio showed the number 300, the average number of feet a person scrolls on their phone each day, roughly the height of the Statue of Liberty. Attention span is very short, he said. How do we matter more? He explained that question should be the new cornerstone of player engagement.
In a world obsessed with KPIs and gross gaming revenue, Vicencio urged operators to look deeper. Its not reach but relevance. Not volume but value. Not metrics but emotional impressions. What keeps players returning isnt just bonuses or banner ads but also the feeling of being recognised, remembered and respected.
Emotional moments with great impact
Vicencio shared a story from one of ABLEs Bingo Mega Livestream events, where players chatting with hosts received live shout outs. One participant described it as the best part of her day. Its a small gesture, but one with big impact. Its about being seen, felt and recognised, he said. These micro moments create emotional deposits, they say, We see you and you matter.
This philosophy carries into everything ABLE does. From remembering players birthdays to tracking their preferences and celebrating their milestones, the focus is on building loyalty through genuine connection. Repeat engagement correlates strongly with emotional micro-moments, even more than rewards, Vicencio noted.
Designing for culture
In advocating for true localisation, Vicencio warned against generic global game design. We want games that are not translated for Filipinos but designed for them, he said. For ABLE, culture is about the mechanic not just the aesthetic.
This approach informs everything from simple, intuitive game mechanics to multi-channel engagement. Mobile apps are where trends start, live streams are where community builds, he explained. Combine digital reach with cultural reach.
Vicencio coined the term omni-feel, not just omni channel presence but consistency of emotion across platforms. He explained that this is how brands earn their place in a players daily rhythm.
Responsible gaming was also front and centre but not in the traditional sense. We dont believe in responsible gaming that interrupts experiences, he said. Instead ABLE integrates tools like self-set limits, cooldown periods and even financial literacy programs for high winners. Personalisation becomes essential when you know someones been playing too long or when they might just need a little encouragement.
Built with heart
Vicencio closed with a reminder of why any of this matters 바카라ers dont remember the biggest jackpots, they remember how you made them feel. In a space that evolves rapidly, ABLEs model is built on continuous learning, community feedback and emotional intelligence.
Build with heart, humility and the players at the centre of the business, he said. Behind every game is a human moment, its up to us to make that moment really count. A key takeaway from Vicencios message was that the future of engagement isnt about louder ads, its about listening better. By aligning science with soul, gaming operators can cultivate lasting connections that turn players into loyal communities.
This powerful address marked the final keynote on the SiGMA Asia 2025 stage, closing out a dynamic week of innovation, insight and industry-shaping ideas. Catch up on all the biggest moments, top speakers and event highlights from across the event.
