iGP Chief Commercial Officer Inesa Glazaitė discusses overcoming legacy platform friction and using the VIBE engine to drive sustainable operator growth and engagement into 2026.
Exclusive interview.- In this exclusive conversation with Focus Gaming News, Inesa Glazaitė, chief commercial officer at iGP, shares her perspective on the key challenges and opportunities facing igaming operators as the industry heads toward 2026. Against a backdrop of tighter regulation, higher taxes, and mounting operational costs, Glazaitė outlines why the ability to move quickly, test ideas safely, and extract more value from existing players has become critical for long-term success.
Throughout the interview, she explains how iGP’s GLI-19 certified turnkey platform was designed to remove the friction caused by legacy systems, enabling operators to evolve without disrupting live operations. Glazaitė also delves into the company’s latest product launches, including the VIBE Value Incentive Bonus Engine, and highlights how integrated loyalty, engagement, and reporting tools can replace instinct-driven decisions with actionable insight. The discussion further explores iGP’s pure B2B model, its impact on trust and collaboration with operators, and the company’s long-term vision for building scalable, compliant, and resilient growth models in an increasingly competitive market.
Looking ahead to 2026, what key opportunities do you see for operators, and how is iGP uniquely positioned to help them capitalise on these?
Looking at the current wider market context, regulation, higher taxes, and rising costs are forcing operators to rethink how growth actually happens. Operators need to be running leaner, making faster decisions, and extracting more value from the players they already have.
Opportunities will come for operators who can experiment safely. That means launching in new markets, testing new mechanics, and adjusting journeys without long lead times or operational risk. Many operators know what they want to do, but their legacy platforms simply do not allow it.
iGP was rebuilt to remove that exact friction. Our GLI-19 certified turnkey platform gives operators a stable foundation, while its structure allows changes to be made without disrupting the wider operation. That gives operators the confidence to move quickly, try new ideas, and capitalise on opportunities as they appear, not after they have passed.
“Opportunities will come for operators who can experiment safely.”
Inesa Glazaitė, chief commercial officer at iGP.
Are there specific gaps in the iGaming market today that iGP aims to address, and how do your solutions provide a competitive advantage for operators?
Naturally, the need for speed and flexibility exposes some clear gaps in the market. A major one in the market is how difficult it still is to evolve once an operator is live.
Legacy platforms often look flexible during the sales process, but once scale and regulation are added, change becomes slow and risky. Functionality is often fragmented across multiple tools and vendors, which increases technical debt and creates operational bottlenecks. Over time, this leads to hesitation around innovation.
Another gap is the disconnect between engagement tools and measurable outcomes. Loyalty systems exist, but many are static and difficult to optimise. Operators end up running promotions without clear visibility into whether they are driving value or simply increasing cost.
iGP addresses both issues by simplifying the core, improving control, and bringing crucial functionality into a single integrated platform all in one place. Operators get a platform that supports scale without locking them in, and loyalty and engagement tools that allow incentives to be tied to behaviour and value. The advantage is not just flexibility, but the ability to act on insight rather than instinct.
iGP recently launched new offerings. How do these add real value for operators and differentiate your portfolio in the market?
That focus on insight over instinct becomes especially important when it comes to retention. This is where many operators are feeling the most pressure. Acquisition is expensive, churn is high, and traditional loyalty models are no longer effective. Most are built around points and tiers, and not real player behaviour.
VIBE, our Value Incentive Bonus Engine, is designed to change that, and we are launching it at ICE Barcelona. It allows operators to build incentives around how players engage, when they are most receptive, and what drives long-term value. That shift matters commercially. A tiny improvement in retention can lift profits significantly, and retaining an existing player costs a lot less than acquiring a new one.
What makes this different is how VIBE fits into the wider iGP portfolio. It is not a standalone tool because it sits within the platform and works smartly alongside our tools, like our new bonus shop and engine, iGD jackpot, and our own fortune wheel builder, Twist of Luck. This allows operators to move away from generic promotions and towards more sustainable, targeted engagement strategies.
How does iGP’s pure B2B structure enhance operator relationships, and what benefits does this bring compared to other models in the industry?
We make sure operators can benefit fully from all of our solutions by operating with a pure B2B structure. It matters because operators know there is no competing agenda, no conflict of interest, and no overlap with their own commercial strategies. Everything we build exists to support operator growth, not to serve a competing, parallel business model.
Because of that, the relationship works differently. Feedback tends to be more direct, conversations are more open, and discussions go deeper into real operational challenges rather than surface-level feature requests. Roadmap decisions are shaped by how operators actually run their businesses day to day, including the pressures of regulation, scale, and player expectations.
Over time, this leads to stronger products and better outcomes. Development is driven by practical use, not theoretical use cases, and improvements are made with a clear understanding of how they will impact live operations.
For operators, the key benefit is trust. They know their data, strategies, and insights are never being repurposed elsewhere, and that every enhancement is designed to help them perform better and compete more effectively in their own markets.
“We make sure operators can benefit fully from all of our solutions by operating with a pure B2B structure.”
Inesa Glazaitė, chief commercial officer at iGP.
In what ways do iGP’s solutions help operators streamline operations, increase player engagement, or optimise revenue?
As operators trust us, when reporting lives in one place, engagement tools in another, and content data somewhere else, operators lose both time and clarity. Also, decisions slow down and risk increases.
iGP reduces that complexity by bringing control, stability and visibility into the core platform. Operators can manage multi-brand and multi-market operations without duplicating effort, while stable integrations reduce the need for manual work and external tools.
On the engagement side, tools like our latest VIBE loyalty engine allow operators to replace generic promotions with incentives that respond to real player behaviour. This makes engagement more relevant and easier to measure.
When operators have clearer insight and more control, revenue optimisation becomes a structured process rather than a series of experiments.
Looking beyond 2026, how does iGP plan to evolve its offerings to stay ahead of industry trends and meet operator needs?
Everything we talked about feeds into how we think about the future. Our focus is not on reacting to every new trend as it appears, but on continuously strengthening the fundamentals operators depend on day to day. Platform performance, scalability, and control remain the priority, because without a reliable core, innovation becomes risky and slow. We will continue refining the platform so operators can handle higher volumes, more brands, and more complex regulatory environments without adding technical debt.
At the same time, we are investing in intelligence and engagement layers that help operators make better decisions, not just run more campaigns. That means deeper visibility into player behaviour, clearer insight across content, bonuses, and channels, and tools that help teams understand what is working and why. Engagement will increasingly be about timing, relevance, and value rather than volume, and systems like VIBE are part of building that capability into the platform itself.
Regulation will continue to shape the industry, but operators still need flexibility. Our goal is to make compliance and reporting feel less like a constraint and more like a built-in capability, so operators can adapt to new requirements without reworking their operations. As competition increases, the operators who succeed will be those who can move quickly, test ideas safely, and scale without disruption.
By improving visibility, reducing complexity, and giving operators more control, we at iGP help them build growth models that are sustainable, adaptable, and resilient over the long term, rather than chasing short-term gains that do not last.
“We are investing in intelligence and engagement layers that help operators make better decisions, not just run more campaigns.”
Inesa Glazaitė, chief commercial officer at iGP.
https://focusgn.com/inesa-glazaite-igp-everything-we-build-exists-to-support-operator-growth
