Yoni Sidi, CEO at Wiztech, says that changing regulations, shifting player preferences and the demand for personalisation mean operators must use flexible tech to run their brands.
Agility has become something of a superpower for iGaming platforms, with operators seeking out solutions that deliver the highest levels of flexibility, customisation and localisation.
This is a fast-moving industry, where regulations change at a moment’s notice, new markets open up in a matter of months, and player preferences shift at a cadence not seen before. To not only survive but thrive in this environment, operators must be able to adapt, and at pace. 
But agility and adaptability go beyond a mindset or approach to running an online casino or sportsbook and must be baked into the tech stacks used to power brands.
Before discussing what platform agility actually looks like, it’s first important to understand what broader industry challenges are making adaptability so important.
Regulatory sands are moving, often
Regulators are constantly updating their frameworks to ensure they are fit for purpose, but this often puts new demands on operators – demands they must meet at short notice.
In newly regulated markets, it’s common to see changes to tax structures in the first couple of years, and this can have a significant impact on those active in the market. It can mean dialling in bonusing and marketing spend, and even altering how operators report revenues and tax liabilities to the regulatory authority.
Even in established markets, changes are regularly made to things like RTP thresholds, wagering requirements and the payment methods they can be offered.
To remain compliant, operators must make (sometimes drastic) changes in a relatively short period of time, and to do that, they require a platform that’s super agile.
Saturation means innovation
Operators are often active in highly competitive markets that are borderline saturated with rival brands offering a very similar core experience. This is why operators need to innovate and differentiate, but this can be incredibly challenging, especially for those using a white-label solution.
For these operators, by definition, the experience they offer to players will be incredibly similar to other brands in the market, and that’s why platform agility is so important.
By using an agile platform, they can launch bespoke functionality and features without delay, tailoring the experience offered to the exact needs of their players. For example, they might want to add a particular payment option to the gateway or remove two steps from the sign-up process to make it more streamlined. These may seem like basic changes, but when running on a standard white-label platform, they can take months to develop and implement.
Of course, this means deploying more complex things like bespoke loyalty systems or localised content can ultimately never happen.
Personalisation is a must
Operators know they need to deliver highly personalised player experiences, but the level of personalisation they can offer is dependent on the capabilities of the platform they use.
Personalisation usually requires advanced CRM systems and the use of cutting-edge technologies like AI and machine learning, but these are often not compatible with legacy platforms and solutions.
This puts operators powered by these solutions at a significant disadvantage, and with no real options to close the gap other than to migrate to a more modern platform.
On the flip side, those using agile tech stacks can introduce new personalisation features such as game recommendations and bonuses tailored to each player.
Flexibility and adaptability where it’s needed most
It’s clear to see that operators face several core challenges and that without an agile tech stack, they simply can’t compete with rivals using the latest platforms. So what should operators look for when choosing a partner, and what areas in particular need to provide the greatest flexibility?
The Wiztech platform, for example, is modular, allowing operators to use the modules they need in any given market.
For example, sports and casino might be permitted in market a, but only sports in market b. With us, operators can pick and choose what they launch into each market.
In terms of where agility and flexibility are most important, it comes down to the ability to deploy bespoke functionality, deliver personalised communications and offers, and add localised content.
Generally, it must be able to deploy changes effectively and quickly, and do so in a way that ensures the operator is compliant at all times.
Today, there are many platform solutions available to operators, but only a small number provide the agility and flexibility needed to succeed in regulated markets across the globe. But even with the right technology in place, agility needs to be in the DNA of the operator and be reflected in its culture and work practices.
This is the only way of truly maximising the adaptability of the platform, and to use it to pull ahead of rival brands in any given market. This makes the platform the superpower, and the operator the superhero that knows exactly how to use it.
