Part One
The Data
How would you describe your company’s current use of AI in marketing?
Fully integrated (AI is fully integrated across all marketing channels and is a central part of the marketing strategy, such as automation and decision making)
Widespread and embedded across the team (AI is deeply integrated into most or all marketing processes, with team members using it regularly across campaigns)
Limited (AI is used in some areas, but is not fully implemented or utilized across the team or processes)
Zero respondents said AI use was experimental or that they were not yet using AI
Gabriela Martins da Silva
Event Director
iGX
"The data is clear: AI is no longer a fringe experiment in iGaming marketing - it’s foundational. Over half of respondents report full integration, while almost a third have embedded it deeply across teams. This marks a decisive shift from curiosity to capability. Yet 20% still operate with limited use, risking competitive disadvantage as peers move toward real-time optimisation and AI-informed personalisation. For them, the challenge is cultural as much as technological: rethinking workflows, upskilling teams, and aligning leadership. The industry is no longer asking if AI belongs in marketing, but how far it can go. Our role is to showcase best practice, encourage ethical adoption, and ensure AI empowers creativity rather than replaces it."
Which AI-powered tools or platforms are you currently utilising?
Marketing automation (e.g., email automation, social media scheduling)
AI-based personalisation platforms (e.g., dynamic content, product recommendations)
Predictive analytics tools
AI-driven content creation (e.g., copywriting, image generation)
Gabriela Martins da Silva
Event Director
iGX
"This highlights a clear gap between the ambition to personalise and the ability to execute at scale. While personalisation is widely seen as a strategic priority, 73% of respondents cite difficulty measuring impact - the biggest barrier to progress. Technical dependencies and a lack of real-time customer data add to the challenge, showing that personalisation is as much about infrastructure and talent as it is about knowing the customer. The rising demand for diverse creative assets and the continued reliance on manual processes further slow responsiveness. Despite growing AI adoption, many teams still struggle to turn tools into seamless workflows. This is a moment to recalibrate. The industry must invest in agile tech stacks, cross-functional collaboration, and smarter measurement frameworks. Personalisation at scale is not just a marketing challenge - it is a business transformation."
Which teams or resources do you typically depend on to launch a marketing campaign?
(Respondents were asked to select up all that apply)
Creative/design team
Media buying or acquisition team
Analytics/insights team
Engineering/IT team
Legal or compliance team
Data/BI team
Financial Services
Not one single respondent said their marketing teams handle everything internally
How long does it typically take you to go from marketing campaign idea to launch?
More than a month
Less than a month
Less than a week
Less than a day
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Respondents are not currently personalising
What type of personalisation do you most often use in campaigns?
(Respondents were asked to select all that apply)
Product or game recommendations
Channel/time preferences
Behavioural triggers (e.g., based on actions or lifecycle stage)
Behavioural triggers (e.g., based on actions or lifecycle stage)
Behavioural triggers (e.g., based on actions or lifecycle stage)
