iGaming is a sector that is constantly talking about innovation. With rapidly changing consumer demands comes new products and features to cater to the audience. Yet so many platforms struggle to keep up with the times, which is hindering some operators’ ability to win over players who have so many options.
Amid this landscape, iGP’s Chief Commercial Officer Inesa Glazaite tells iGaming Expert all about the company’s platform, which has been built from the ground up. Glazaite outlines how it can help eliminate technical barriers and drag operators into the 2020s with its newly designed turnkey solutions.
iGP rebuilt its platform from the core up. What gap in the industry were you determined to close for operators?
We see many operators trying to grow on legacy platforms that have been pushed far beyond their original design. Something as simple as updating game availability for a new jurisdiction, or adjusting deposit rules, requires a surprising amount of manual effort. And when an operator decides to scale across multiple brands or markets, the gaps in the technology are quite obvious.
Rebuilding the core to address this issue, we have redesigned the platform so that core functions like market controls, payments, risk settings, content and player management are grouped in logical areas. This removes the guesswork for operators and makes operations smoother.
The Back Office has become a lot more coherent, with reporting, segmentation, customer support, compliance controls, payments and game management pulling from the same logic. CMS and templates are reshaped so operators can update their front end without feeling restricted by the system beneath it.
As part of the rebuild, we secured GLI 19 certification for iGaming Platform, demonstrating that it meets the requirements expected in regulated environments.
What we have rebuilt is a platform that feels lighter, more organised and much more in tune with how operators work today.
iGP is a pure B2B provider. How does having no B2C arm strengthen the trust and collaboration you build with your partners?
When a supplier also runs a B2C business, operators naturally wonder where the lines are drawn. They want to be sure their data and insights stay protected and that product decisions are made with their needs in mind rather than those of an internal consumer brand. That uncertainty affects how open conversations can be.
Because we only focus on B2B, the relationship is much simpler as we do not compete with operators at any level. Our entire focus is building technology that serves them and only them.
Whether it is the PAM structure, the segmentation tools, the new bonus shop and loyalty systems, or the way we handle reporting and compliance, the goal is always the same: give operators more control and more clarity. There is no competing priority that influences how features are designed or how support works.
This creates space for much more honest dialogue. Operators share more, plan more openly, and involve us earlier in their thinking because they know we are aligned with them from the start.
How does the new core transform turnkey into a long-term growth system that keeps operators fully in control?
Legacy turnkey setups are great for launching quickly, but they often reach their limits as soon as the operator tries to scale, make the brand feel more personalised, or manage multiple brands with different market needs. We saw operators getting stuck between the convenience of turnkey and the need for flexibility.
The rebuilt core lets us offer a different type of turnkey. Operators still get the speed they expect through our templates and ready-to-go structures, but they also gain real control through CMS, multi-brand management tools, segmentation and flexible payment and jurisdiction settings. Each brand can be configured, localised and shaped independently without relying on heavy development work.
Our bespoke Casino Builder creates room to shape the lobby and player journeys. Bonus Shop and Promo API allow operators to design promotions, rewards and retention flows that reflect their own identity rather than a one-size-fits-all model.
It gets operators live quickly, but it also gives them the freedom and control to develop their brands.
Your turnkey solution connects platform, content, bonus tools, lottery and more. What kind of efficiency and stability does this create for operators in daily operations?
Operators frequently have to juggle too many systems. Content sits in one place, bonus tools in another, reporting in a third and support tools somewhere else entirely. That fragmentation slows teams down and introduces inconsistencies that are difficult to trace.
Our approach is to bring everything into one space. Our game aggregator iGaming Deck integrates directly with the platform so game configuration, provider settings, and performance data live alongside other operational functions. Bonus Shop works with the same segmentation and wallet logic used across the platform, which keeps reward behaviour predictable. CMS and Casino Builder connect branding with real-time operational data. And we tie the whole picture together by giving a unified view of activity across markets and brands.
Instead of managing scattered tools, teams can put their energy into running the business and responding to what they see in real time.
How does the rebuild eliminate technical debt and prepare partners for seamless market expansion and regulatory readiness?
The rebuilt core gives operators the agility to adapt to a new promo tool, a new integration, or a new compliance requirement without breaking anything in the system. Updates behave predictably, and teams can make changes without triggering issues elsewhere.
Technical debt becomes visible when something does not respond as expected during a market launch or when a regulatory change turns into a multi-brand fix. It creates extra work and slows progress.
In order to remove that instability, we created one consistent framework for how the platform behaves across markets. Jurisdiction settings, player protection rules, content controls, and payment structures now sit in organised areas of the Back Office. Core checks follow the same logic everywhere. Dashboards present data in a uniform way so teams do not have to interpret each market differently.
This makes market entries easier to manage and keeps updates consistent across brands. When the platform stays stable under change, operators can move forward without being slowed by unnecessary friction.
With the new core now live, how will iGP continue to advance its technology and strengthen the value it delivers to operators worldwide?
Now that the core is clean, we can move forward with much more focus. One of the biggest areas of advancement is player engagement. The new Bonus Shop gives operators a clearer way to build reward experiences, with stronger segmentation, flexible triggers, and a structure that makes it easier to run multiple campaigns at scale. We are also improving our loyalty system so operators can create more meaningful progression paths, with rewards, levels, and on-site mechanics that feel more aligned with each brand.
Also, we are adding deeper behavioural analytics and more actionable insights so teams can understand not only what players are doing, but why. This ties directly into our promotion workflows and supports more personalised journeys as operators look for sharper retention strategies.
Front-end control will also keep evolving. The template and component library is expanding so operators can localise quickly, differentiate more easily, and keep multi-brand environments aligned without unnecessary development work. Payment flows, customer support tools, and compliance controls are also being strengthened to match the complexity operators face when scaling across markets.
The aim is steady progress across the entire ecosystem. With the rebuilt core platform, we can keep improving without adding noise or disruption, and operators can feel the upgrade.
