Conclusion
Closing the gap between ambition and execution
Across this research, a clear paradox has emerged. The iGaming industry is quick to declare AI as “fully integrated” - yet the lived reality is slower campaign execution, heavy dependencies, and structural bottlenecks.
The results highlight both ambition and caution. Marketers are eager to harness AI for personalisation and agility, but regulatory demands, compliance checks, and fragmented workflows continue to delay impact.
In many cases, speed is acknowledged as important but deprioritised in favour of governance or tradition.
What We Learned in the 2026 Playbook
AI is integrated — but agility lags
52% say AI is “fully integrated,” yet campaign execution still takes weeks.
Compliance and collaboration slow speed
Dependencies on legal, creative, and analytics keep workflows fragmented
Positionless Marketing offers a path forward
41% are moving toward it, and 45% are already experimenting.
Positionless Marketing offers one possible path forward. Already being explored by many operators, it promises to empower marketers with end-to-end ownership, reducing dependencies and enabling faster, more personalised campaigns. But it also raises new challenges around brand consistency, ethics, and compliance.
The industry’s task now is not just to adopt AI tools, but to evolve the structures, skills, and processes that surround them. Only then will the promise of agility, and the full potential of AI, be realised.
