Dirk Camilleri, Chief Product Officer at iGP
Crypto: always another level
If there’s one player segment pushing expectations further, it’s crypto players. These users live in environments where engagement, personalisation, and ownership aren’t nice-to-haves—they’re non-negotiable. Loyalty tokens, staking, tradable assets, NFT-based rewards: these mechanics are standard across Web3 communities. Traditional loyalty programs won’t cut it here. Crypto players expect flexibility, control, and rewards tailored to how they interact.
That’s why at iGP, we’ve taken a deliberate approach. Our multi-wallet solution allows crypto players to manage real money, bonus funds, and digital assets in a frictionless way. Features like our Bonus Shop, Vault, and Progressive Cashback systems let operators structure loyalty and rewards dynamically, providing players with something they actually value.
Development never stops
Gamification, like any engagement tool, isn’t static. What excites players today might feel tired tomorrow. Our approach is simple – iterate, test, refine. We roll out features to targeted player segments, gather feedback, observe how users interact, and adjust before wider release. It’s an iterative cycle. Some features may take two rounds of refinement, others five. But we never compromise on quality, and we don’t rush. Every product we deliver has to be bulletproof.
That same mindset applies across everything we develop. Data and analytics sit at the heart of how we fine-tune the player journey. Equally important is the feedback from our operators. They’re closest to their players and understand what works and what doesn’t. We listen to that.
For example, when launching our new retail solutions, we spent months analysing how players behave in physical shops, understanding the value they place on the process of collecting slips and cash winnings. Rather than strip those touchpoints away online, we’ve built tools that replicate the same sense of satisfaction, while bridging the gap between retail and digital environments.
It’s about control
Looking ahead, control will define the future of gamification. Operators want granular flexibility to tailor engagement tools by market, player segment, or product. Players want more autonomy – whether that’s converting points, unlocking progression paths, or selecting the rewards that matter to them.
This is the foundation we’ve built our iGaming Deck on. It’s designed to give operators full control over how they deliver bonuses, free spins, jackpots, and promotional campaigns.
Gamification, like any engagement tool, isn’t static. What excites players today might feel tired tomorrow. Our approach is simple – iterate, test, refine. We roll out features to targeted player segments, gather feedback, observe how users interact, and adjust before wider release. It’s an iterative cycle.
Everything is managed from a central hub, with real-time dashboards and flexible configurations. Operators can focus on driving engagement, without being bogged down by fragmented systems or manual processes.
I’m a believer
Gamification is just one piece of a much broader picture. Operators that hesitate—whether on payments, content, UX, or engagement—are finding themselves outpaced. Success today depends on partnering with suppliers who set the tempo or can adapt quickly enough to keep up.
The brands that can combine the best of iGaming with the best of the digital world won’t just survive—they’ll thrive. The rest will likely become part of the consolidation wave that’s already gathering momentum. Personally, I believe our industry has the creativity, talent, and technical know-how to lead. We shouldn’t be borrowing engagement strategies from elsewhere. We should be the ones defining them.
