In the digital era, the race to personalisation in betting and gaming is accelerating rapidly.
While more than three-quarters of consumers express frustration when companies do not provide customised interactions, in a space as inherently personal as iGaming, a tailored approach by operators is becoming indispensable. Indeed, four out of every five gamblers rate personalised offers and bets as “valuable” or “very valuable”.
While operators increasingly recognise the importance of personalisation in their player-facing interactions, though, customisation comes in different shapes and sizes.
Some proactive operators are now exploring AI-driven recommendation engines, adaptive interfaces and regional content studios to meet growing player expectations for tailored experiences.
However, despite the countless data touchpoints available through digital gaming, many operators have only scratched the surface with relatively generic offerings that rely on basic, top-line data – providing minimal differentiation.
Making the case for hyper-customisation
According to Hayk Tovmasyan, head of live casino at CreedRoomz, a leading live casino provider, such surface-level localisation will not be sufficient in the battleground for attention.
Instead, deeply immersive, culturally attuned, and interactive player-driven experiences will only grow in importance.
“In the fiercely competitive landscape of live casinos, mere presence is no longer enough,” Tovmasyan says.
“To truly capture and retain players, providers must forge deep, meaningful connections. At CreedRoomz, we believe the key lies in hyper-customisation – a strategy that goes far beyond simple translation to deliver experiences that resonate profoundly with players on a cultural, linguistic, and even emotional level.”
With this in mind, Tovmasyan’s business is positioning itself not only as a live casino provider, but also as a creator of tailored entertainment ecosystems that put players firmly in control.
For CreedRoomz, advanced customisation has become more than just a feature and is now a core pillar of the provider’s competitive strategy, and a fundamental driver of engagement and retention.
To this end, CreedRoomz combines native-speaking dealers with bespoke, branded environments to create a personal and authentic experience. On top of this, thematic game shows and tailored engagement tools – including those with unique multiplier features and intuitive, localised interfaces – optimise engagement.
Cultural connections
Connecting on a cultural level is described by Tovmasyan as the provider’s “most impactful hyper-customisation strategy”.
He adds: “Our commitment to not only language-oriented but also native-speaking live dealers immediately bridges cultural and linguistic gaps.
“Players feel more comfortable, understood, and connected when interacting with a dealer in their own language. This fosters trust, enhances the social aspect of the game, and makes the experience feel truly personal, mimicking the best of a local land-based casino.”
The aim is to give operators the power to extend their brand’s identity directly into the live casino. In order to achieve this, fully customisable halls and tables can be presented so operators can replicate the ambiance of a casino, as well as their colour schemes and brand.
“This bespoke environment creates a strong sense of belonging and loyalty for players,” Tovmasyan says.
Empowering operators and players
While empowering operators is one part of the equation, there is also a focus on empowering the players themselves by giving them not only more control, but also a more active role in the live casino experience.
The Side Bet Gamble mechanic in CreedRoomz’s popular Cashout Blackjack game, for example, puts players in the driving seat while amplifying emotional investment at a highly engaging moment. Unlike traditionally passive bonus rounds, players are presented with two active choices – to Gamble or Skip – during a rapid five-second countdown.
The feature update has followed a significant user interface (UI) redesign and key gameplay enhancements, with Tovmasyan underlining the importance of “dynamic, data-driven design” for helping to shape the user experience.
“This bespoke environment creates a strong sense of belonging and loyalty for players”
Additionally, Aurum Mode is another innovative feature from CreedRoomz that provides players with an optional, customisable experience within roulette games that can lead to enhanced multipliers. When a player activates Aurum Mode, they enter a distinct, golden-themed interface that overlays the standard roulette table. This new UI is designed to be more visually striking and focused on the feature’s core mechanics.
“This mode offers a dual advantage: it provides a fresh, visually appealing UI for players seeking a different experience, while also offering them the chance for much larger, more exciting payouts on winning bets,” Tovmasyan says.
Putting players in control
The “hybrid concept” that underpins the ‘Mr. First Live’ game show is another prime example of giving players the autonomy to shape their own gaming experiences. When players qualify for a brand-new bonus round, the game’s fast-paced bouncing ball-inspired format transforms into a sprint race to collect rewards and multipliers.
“This unique two-part experience encourages longer session times and builds strong player loyalty,” Tovmasyan explains, highlighting the game’s multiplier-related features and multiple bonus ticket levels that are “designed to drive exceptional player value”.
The value element of a tailored engagement strategy is certain to resonate with players. According to extensive research into attitudes towards personalisation, the opportunity to enhance value, enjoyment and convenience are the three most important reasons why consumers like customised interactions.
Overcoming the hurdles
Inevitably, creating hyper-personalised environments at scale presents both technical and creative hurdles.
“On the technical side, the main challenges are building infrastructure that can manage and process massive amounts of real-time data, while simultaneously rendering and delivering unique content to millions of users without lag,” Tovmasyan says.
“Creatively, the biggest challenge is maintaining quality and a coherent narrative. Our main goal is to avoid content that feels repetitive or impersonal, ensuring that every player’s unique experience still feels handcrafted and engaging.”
This focus on the player experience is essential in terms of personalisation. Interestingly, research shows that two-thirds of consumers in general have endured at least one personalised experience with a brand that was inaccurate or invasive. Many such incidents have led to individuals unsubscribing or disengaging with a platform or service.
The challenge therefore is to balance impactful – but not intrusive – personalisation with scalability in iGaming, especially as live casino expands into new markets.
Modular approach
Turning this vision into reality in the iGaming sector requires a “modular and flexible” approach, allowing for rapid localisation with native-speaking dealers and culturally relevant content, according to Tovmasyan.
“This makes it possible to enter new markets like LatAm and Asia without rebuilding the entire system,” he adds. “This approach provides a personalised feel for players while allowing the business to expand efficiently.”
Such a measured approach also gives iGaming operators the opportunity to adapt to new trends and influences, especially as the gambling and media sectors continue to converge under the broader ‘entertainment’ umbrella.
“The future of live casino engagement will be defined by a new wave of technologies that create more immersive, personalised, and interactive experiences for players,” Tovmasyan explains.
“The line between live casino and entertainment will continue to blur with advanced gamification and interactive game shows, offering sophisticated bonus rounds and social features that create a sense of community and competition.”
With modular systems facilitating quicker market entries, the drive to personalise player experiences is leading to increasingly tailored entertainment ecosystems, which in turn boost customer loyalty and strengthen operators’ bottom-line performance.
Hayk Tovmasyan, head of live casino at CreedRoomz
As competition intensifies in iGaming, personalisation has become a defining differentiator. Hayk Tovmasyan, head of live casino at CreedRoomz, explains how hyper-customisation, cultural relevance and modular design are shaping the next generation of player-driven live casino experiences.