Part One
The Power of Personalisation and AI
For many in the iGaming sector, AI has quickly moved from an experiment to an established part of the marketing playbook.
More than half of our respondents (52%) describe their company’s use of AI in marketing as fully integrated across channels, with automation and decision-making central to their strategy. However, our research suggests it is spread thin without depth of use, as outlined by the time it takes to launch a campaign (chart, right).
For 28% of respondents to our survey, AI is widespread and embedded, while just 20% admit their use of AI is still limited. Not a single respondent placed their organisation in the “experimental” or “not using” category – perhaps a striking indication of how far the industry believes it has come.
Yet when we examine how AI is actually applied, it is not deployed to empower marketers to streamline workflows from insight to creation and through Optimization. The most common tools in use are marketing automation platforms such as email scheduling and social media management (39%), followed by AI-driven personalisation engines (31%). Predictive analytics (22%) and content creation (8%) remain less common. Although AI is present, its use is not always transformative.
The gap between ambition and execution is most evident when it comes to campaign delivery. The majority of marketers cite difficulty measuring campaign impact (73%), technical or resource dependencies (61%), and a lack of real-time customer data (55%) as their biggest barriers to scaling personalisation.
Dependence on creative (69%), media buying (67%), and analytics teams (55%) reinforces the picture of siloed operations. These dependencies directly affect agility. More than half (54%) say campaigns take less than a month to launch, but nearly a third (31%) still take over a month. Not one respondent said they were able to launch within a single day.
The reasons given highlight deep structural issues: regulatory hurdles, multiple approvals, data enrichment, and complex coordination across teams and jurisdictions. Even as AI appears fully embedded, campaign workflows remain slow and fragmented. Personalisation, often limited to product recommendations (77%) or simple behavioural triggers (61%), is still far from the real-time, multidimensional experiences that players increasingly expect.
The result? A paradox: AI may be present everywhere, but the agility it promises remains unrealised.
Of respondents still take more than a month to launch a campaign
Case in Point
For Caesars, campaign execution was once a slow, multi-team process that took five days to complete. By breaking down silos and streamlining workflows, Caesars reduced that timeline to just five minutes. Marketers were empowered to act quickly, supported by automation and smarter orchestration.
The change delivered unprecedented agility and proved the gap between AI adoption and true marketing speed can be closed.
Watch the video to discover how Caesars achieved a five-day to five-minute transformation
