In this exclusive Q&A, Dmitry Starostenkov, CEO of EvenBet Gaming, shares insights from the company’s latest report, Core iGaming Trends and Challenges in 2024.
He discusses industry-wide trends, marketing strategies, HR challenges, and the transformative role of technology, while providing a glimpse into what lies ahead for the sector in 2025.
What are the main trends and challenges highlighted in the report, and what do they mean for the industry?
The 2024 iGaming landscape has been defined by dynamic shifts, with regulation and compliance continuing to dominate as the industry’s most pressing challenges. While this figure marks a decrease from 29% in 2023, it underscores the persistent complexity of navigating global regulatory frameworks. Regions such as the USA are taking significant steps toward regulatory evolution, including stricter self-exclusion programs and licensing processes. Emerging markets, especially Brazil, present both opportunities and hurdles as operators gear up for its first year in the legal online betting market.
Innovation adoption has grown as a critical challenge, with 12% of professionals emphasising the need to integrate AI and emerging technologies to enhance user experiences. Notably, the focus on responsible gaming has surged due to increased addiction cases, further intensifying regulatory scrutiny. Meanwhile, expansion remains a top priority, with 53% of respondents aiming for growth, both in size and in emerging markets.
How is the growing emphasis on technology reshaping the iGaming industry?
Technology is at the heart of the iGaming sector’s evolution, with 15% of respondents citing it as their main priority in 2024, ranking it second only to expansion. Personalised customer experiences lead the innovation charge, capturing 21% of votes, followed by games with new mechanics (19%) and AI implementation (18%). This shift reflects a maturing industry where operators and providers are prioritising immersive and engaging experiences to attract and retain players.
AI, in particular, plays a dual role, enhancing user experience through tailored content and improving operational efficiency by detecting fraud and optimising backend processes.
However, the adoption of this technology remains a challenge due to integration complexities and increasing cybersecurity threats. Nearly 20% of respondents flagged these issues as significant, emphasising the need for robust investments in both AI and security measures. Interestingly, VR and Metaverse technologies have yet to gain widespread traction, with only 7% of affiliates and land-based operators showing interest.
How is marketing set to evolve, especially given the difference in preferences between regions like Europe and Asia?
Marketing strategies must evolve to cater to regional preferences and industry shifts. Our report reveals that social media remains a primary channel for iGaming professionals, capturing 15% of the vote as the leading source of industry updates. Interestingly, this is a sharp decline from 31% last year, reflecting a diversification in information consumption across channels.
In Asia, social media dominates, with 24% of professionals relying on it, compared to 14% in Europe. European professionals show a more balanced approach, with in-person networking and events ranking equally important. This highlights the need for tailored marketing strategies that align with regional habits.
What strategies can companies adopt to attract and retain top talent?
Recruiting skilled professionals remains a significant challenge, with 13% of CEOs highlighting it as a top concern. The industry’s rapid growth demands talent that can adapt to the complexities of entering new markets while effectively delivering innovative solutions. 28% of respondents emphasised the importance of a professional and supportive team in attracting candidates, highlighting the need for companies to foster positive workplace cultures. High salaries (19%) and dynamic growth opportunities (19%) also rank as crucial factors.
However, the overarching appeal of working in an evolving and ambitious industry continues to resonate strongly with professionals. Companies should invest in showcasing their internal culture through HR-focused content on social media and their websites, strengthening teamwork, growth, and innovation.
Looking ahead, what key differences do you anticipate for the industry in 2025 compared to previous years?
2025 is set to be a pivotal year for iGaming, marked by regulatory evolution and market consolidation. Brazil’s new online betting market has officially launched, challenging operators to navigate stringent requirements, including server localisation and the prohibition of cryptocurrencies and free bets. Similarly, the USA’s proposed federal legislation could reshape the industry with measures like a national self-exclusion program and restrictions on AI use.
Technology will also play a transformative role. We expect wider adoption of AI for personalisation and fraud prevention, alongside the gradual integration of VR and blockchain. These innovations will address both operational challenges and evolving player preferences, ensuring operators remain competitive. The emphasis on responsible gaming will also continue to grow, shaping not only regulatory policies but also public perception of the industry. In 2025, success will hinge on adaptability, innovation, and a commitment to player well-being.
Download the full report for free: https://evenbetgaming.com/core-igaming-trends-and-challenges-in-2024/
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