“Agentic” AI platforms are removing a key barrier to scaled personalisation in iGaming and sports betting, while helping operators protect margins.

Operators have long been able to segment audiences but lacked the resources to create enough tailored content. AI decisioning tools now generate and optimise content at scale, aligning campaigns with financial KPIs such as NGR and GGR.

The shift was discussed on the iGaming Daily podcast, where Joe Streeter, Editor of iGaming Expert, spoke with Shai Frank, SVP Product & GM Americas at Optimove. He explained that AI agents can determine the minimum incentive needed to convert a player.

“For cross-sell campaigns, you may want to optimise for net revenue,” Frank said. “The AI delivers the least aggressive offer that still converts, protecting margins.”

Agentic systems also fix issues in legacy CRM setups, where overlapping rules created complex customer journeys. AI now manages these automatically, allowing multiple campaigns to run at once while prioritising the best outcome for each player.

Frank warned that generative AI introduces compliance risks. To manage this, platforms are adding validation layers that check content against brand and regulatory rules before it is deployed. This reduces errors and limits manual review.

Ahead of major events like the 2026 FIFA World Cup, operators are focusing on first-party data. Analysing past behaviour helps identify players with long-term value and avoids overspending on short-term acquisition.

Gamification is also gaining traction as an alternative to bonuses. Free-to-play features such as missions and leaderboards can increase engagement without reducing margins.

Frank added that AI will take over executional marketing tasks, allowing teams to focus on strategy, improving efficiency across acquisition and retention.

Check out the latest episode of iGaming Daily to hear more on what Frank had to say.