iGaming Growth: Role of Scalability and Personalisation

Cloud technology is changing how gambling businesses manage demand, understand their audiences, and introduce new services. Shayan Sanyal, AWS’ Global Games Industry Business Development Leader, explored these aspects in a discussion of the sector’s technological priorities. His central argument connects scalability and personalisation through a shared foundation of infrastructure, data, and machine learning.

Cloud Migration: Business Benefits

Soft2Bet’s transition to AWS shows how infrastructure changes can improve day-to-day operations. Previously, the company relied on several on-premises sources, making it harder to consolidate information. A unified environment created a consistent basis for near-real-time analysis. According to the figures presented by Mr Sanyal, the company also achieved substantial efficiency gains.

Soft2Bet reported 3 notable results:

• 55% lower computing costs;
• 200% improvement in time to market;
• 70% less time required for partner onboarding.

Mr Sanyal’s broader point was that savings are only the beginning. Once records become easier to access and combine, specialists can investigate customer activity in greater depth. Connecting additional sources also becomes a configuration task rather than an extensive hardware upgrade. That flexibility gives the business more scope to improve services as new requirements emerge.

Cloud Services for Managing Peak Loads

Major sporting events can place considerable pressure on a betting platform. However, buying enough permanent capacity for the busiest occasions leaves expensive resources underused during quieter periods. Elastic cloud services address this imbalance by scaling up and down with activity. This helps businesses handle sudden traffic increases without maintaining the same technical reserves year-round.

Mr Sanyal used SPRIBE, the developer behind the popular crash game, Aviator, to illustrate the value of this flexibility. After moving to AWS, the supplier increased processing capacity while reducing operating expenditure. Now, the system processes 4 times more wagers and remains ahead of even the maximum recorded loads.

Aviator’s reach and performance illustrate the scale involved:

• distribution to nearly 5,000 casinos;
• availability across more than 100 countries;
• up to 400,000 bets per minute at most.

For international businesses, handling volume is only part of the challenge. Betsson manages more than 20 brands across Europe, Asia, and the Americas, where local requirements vary. Mr Sanyal highlighted its use of AWS Outposts and Cloud WAN to bring infrastructure closer to customers while supporting jurisdiction-specific obligations.

The group also continues to focus on security and lower latency across its operations. This example shows why international expansion requires a flexible technical foundation alongside reliable service delivery.

Personalisation Beyond Standard Customer Segments

Stable performance creates the conditions for a good experience, but relevance determines what punters encounter. Mr Sanyal questioned the industry’s tendency to describe audience segmentation as personalisation. Categories can help organise campaigns, yet they reveal relatively little about someone’s intentions during a particular visit. Many gambling businesses still rely heavily on these general distinctions.

Typical audience segments include:

• newly registered customers;
• high-value accounts;
• sports bettors;
• casino fans.

A more responsive approach combines historical preferences with current context. Navigation choices, the pace of play, and reactions to content can all provide useful signals. These observations may influence recommendations, communication timing, or interface presentation. The aim is to respond to players’ circumstances as they develop, rather than rely entirely on a fixed profile.

Machine learning supports this process by identifying patterns in 1st-party information. Tailored suggestions then produce further responses, which help refine subsequent decisions. The usefulness of that feedback depends on the accuracy and consistency of the underlying records. As similar tools become widely available, a dependable analytical foundation becomes an increasingly important advantage.

Connecting Personalisation with Player Protection

Understanding behaviour also creates opportunities to support safer gambling. Mr Sanyal explained that engagement and harm prevention can rely on the same underlying analytical capabilities. AWS guidance architectures using Amazon SageMaker allow operators to train models on their own records and identify potentially risky activity in near real time. Earlier detection can help teams recognise when a suitable intervention may be needed.

A unified technical foundation is only part of the solution. The results must lead to appropriate actions to improve customer care. System configuration, input data quality, and clear internal procedures all determine how useful the system will be in practice. Protective measures should therefore be considered alongside the wider service design.

Effective implementation requires:

• consistent records that support reliable analysis;
• accurate configurations aligned with the intended purpose;
• clearly defined responses to potentially concerning activity.

Generative AI: Accelerating Product Development

Artificial intelligence can also change how engineering teams bring improvements to market. Mr Sanyal discussed Entain’s modernisation efforts and its use of an AI-focused hackathon to develop staff skills. According to the presentation, deployment times fell considerably, while critical simulation components ran faster. These examples demonstrate the potential to reduce delays in bringing improvements to customers.

The reported figures included:

• application and feature deployment in under 2 hours, compared with weeks previously;
• critical operations completed in under 450 milliseconds, down from 2.5 seconds;
• participation by 250 teams across 13 offices.

The broader benefit comes from making complicated work easier to manage. Specialists then have more room to test ideas, investigate problems, and refine existing services. Businesses can explore additional opportunities without increasing resources at the same rate. For management, the priority is identifying where automation can reduce day-to-day development friction.

iGaming Technology: 3 Possible Directions

Mr Sanyal identified 3 developments that could influence the industry’s next phase. Each creates questions about responsibility, service design, and the ability to respond to change. Their relevance will depend on individual business priorities and market conditions. Preparing for these possibilities requires organisational decisions and technical investment.

3 trends that could affect the competitiveness of operators in the coming years:

1. Autonomous AI. Businesses will need clear boundaries between delegated tasks and decisions that require human judgement.
2. Regulatory adaptability. Systems must adapt to changing requirements in different jurisdictions.
3. Audience participation. Creator-led platforms such as Roblox and Fortnite suggest directions for interactive entertainment, although applying them to gambling remains a prospect.

The Main Things About Flexible iGaming Technologies

Adaptability matters as an online gambling business grows. Scalable systems handle traffic peaks, while good data supports more relevant experiences. Together, they can improve risk detection and speed up product delivery. Operators gain more when these capabilities work together.

The key takeaways for iGaming businesses are:

1. Cloud services support efficiency. Adjustable capacity helps accommodate demand without keeping unnecessary resources permanently available.
2. Personalisation requires context. Current actions provide insights that cannot be obtained by relying solely on general audience categories.
3. Protection belongs within service design. Behavioural analysis should connect with suitable intervention procedures.
4. AI can simplify development. Reduced complexity gives technical teams more scope for experimentation.
5. Adaptability supports expansion. Architecture should accommodate new markets, evolving regulatory obligations, and changing commercial priorities.