Methodology

AI is everywhere.

Agility is not.

Our survey reveals why.

Methodology

AI is everywhere.

Agility is not.

Our survey reveals why.

As AI becomes more deeply integrated across marketing teams, a paradox has emerged.

Many iGaming leaders now describe AI as fully embedded in their strategies - yet campaign execution still suffers from delays, dependencies, and compliance bottlenecks.

This tension between ambition and delivery makes 2025 a critical moment to take stock of where the industry really stands.

To explore this, we surveyed 100 senior executives from leading iGaming operators. Respondents included CMOs, Marketing Directors, Brand Directors, Heads of Marketing, and Commercial Directors — the individuals responsible for both strategy and day-to-day execution.

The survey focused on three areas:

The Power of Personalisation and AI – how AI is currently being used to shape campaigns.
Overcoming Obstacles to Agility – the barriers that continue to slow execution.
Positionless Marketing – an emerging approach that promises greater independence and adaptability.

By capturing the perspectives of decision-makers across multiple roles and markets, the research highlights not just where AI is delivering results, but also where the industry is struggling to turn integration into true agility. This Playbook builds on those insights, providing both a snapshot of current practice and a guide to the opportunities ahead.