iGaming operators are being urged to drop “ego” and focus on underserved player segments, particularly women, as competition intensifies across mature online markets.
Speaking on the SBC Leaders podcast with Sue Schneider, Moshe Adir, Co-Founder of Vegas Kings, said the industry continues to overlook the commercial value of female players despite their strong presence in online slots. He argued that the lack of female-focused brands reflects leadership bias rather than market demand.
“There are a lot of niches that haven’t been explored,” Adir said. “People worry that if they go niche they can’t scale. But when you scale, you compete with everyone. Find a niche, build a brand around it and stay focused on that customer.”
Adir stated that many male-led brands avoid targeting women directly, fearing a reduced total addressable market. In reality, he said, broad positioning forces operators into costly acquisition battles against established giants, weakening margins and brand identity.
The episode also reviewed the sector’s early development. Adir entered the industry in 1994, building some of the first casino websites. At the time, distribution relied on mailing physical CDs because internet speeds were too slow for downloads. Payments were processed manually over the phone.
Regulation was another turning point. Adir described the 2006 US Unlawful Internet Gambling Enforcement Act (UIGEA) as a major disruption that wiped out his American client base and pushed operators into grey markets with limited player protection.
Looking ahead, Adir compared current scepticism around Virtual Reality to earlier doubts about online poker and mobile gaming, both of which became core revenue drivers. He said immersive tech and AI-led personalisation are likely to shape the next growth phase.
