Honesty and integrity should be part of any company’s operating ethos. Being able to look clients in the eye and tell them reasonable expectations and still get the deal over the line is a core part of any successful commercial team.
But in iGaming, there are some concerns that this is not necessarily the case.
It has been heard that some providers are promising rapid integration and go live times before wildly underdelivering on those promises, and sometimes taking as long as more than a year to take an operator live.
How long does it take to get a new iGaming brand live?
This is something that iGP has been willing to call out in 2026. Readers may remember CCO Inesa Glazaite’s opinion piece in January on this very topic
It’s something that iGaming Expert was eager to follow up on. So, at ICE 2026, Michael Baker-Mosley, the company’s CMO, spoke candidly about the premise of overpromising and underdelivering in iGaming.
He said: “Realistically, it takes two to three months to get a new platform live, and that would be a good timeline. But some people tell operators four weeks and we know about deals that we’ve lost, they’ve gone live a year later.”
iGP aims to set realistic expectations to operators that if they want a working and robust solution, they must be ready to wait for the proper development and tech integration process.
How long does an iGaming integration take?
In other words, iGP wants to have honesty and integrity in its commercial approach. But the nature of the market and operators’ insatiable appetite for a quick win is shifting the goalposts.
Yet the platform provider has shifted its commercial strategy in the last year to work only with those operators who understand the genuine work it takes to go live.
As Baker-Mosley explained: “If you want to offer real powerful gaming experiences, it takes time. We talk about it a lot in B2B, but less so in B2C. Increasingly, we have a homogenised product where operators are competing on experience, not on product.
“If everybody’s got the leading 10 slots in the world, you’re competing on brand and experience. So to get that right, to penetrate into a new market takes time and investment.”
It isn’t just about dampening expectations, though. Baker-Mosley noted that clients who have been willing to invest and take the time to go through processes properly have reaped the benefits.
“The hope is though, with the right strategy, you can bring that experience alive and you grow faster. We’ve got something out at the moment talking about what it’s like to be an iGP customer. There’s just a graph showing GGR… So from when they migrated from someone else, to when they launched with us, and within three months their GGR just shot up.”
How can iGaming operators take market share in competitive markets?
Ultimately, GGR and NGR is what counts. Operators want to make money to deliver back to their shareholders. But having the right tech in place is essential to do so; if player wallets don’t work or if the casino lobby doesn’t show relevant games, they won’t play. If they don’t play, operators don’t make money.
iGP wants to help those ambitious operators take market share in competitive markets. Tier one operators, Baker-Mosley said, know their brand and work with the right partners to unlock the potential.
“We know that in new markets getting in first is important. We saw the race across the US and LatAm and that was the right strategy; speed to market is important. But when you’re in a competitive market that’s already established, and you’re fighting for players, it’s a different strategy.”
Operators have a key decision to make, in Baker-Mosley’s view. They can work with those who fight on politics, or with those who fight on product.
iGP bringing good vibes to iGaming
iGP is firmly in the latter camp, its CMO asserted. Now in the third year of its new company structure which saw Baker-Mosley join colleagues such as Jovana Popovic-Canaki, Dirk Camilleri and Glazaite, iGP has gone from making its presence known to now making its presence felt.
“We have spent two years building these products, so for 2026, it’s about competing and fighting on that product. To a certain extent we are calling out some players in the market on product.
“The pool of competitive operators is getting smaller and there’s lots of different reasons for that. I think in some quarters, especially from the regulatory and the tax background from clients’ background some people feel a little hopeless. But we’re seeing that if you give operators the tools and they know their customers, they can outcompete.”
iGP’s solutions encompass platform, aggregator, crypto, retail and lottery and come together in a turnkey solution.
New to market in 2026 is VIBE – iGP’s Value Incentive Bonus Engine. It isn’t a new product, per se, but it allows operators to take the best of its loyalty and bonus solutions from the existing portfolio.
It is designed to help operators in a world of tax pressures, regulatory purgatory and rising CPA costs.
Baker Mosley said: “We talk about how homogenous the product is, but we’ve rebuilt and launched our loyalty program and named it VIBE.”
“Smaller operators are getting crowded out. Some of them are nimble, but they don’t have as sophisticated retention tools as some of the big guys have. We’re arming our operators with everything they need to fight for their customers in a way they’ve not been able to do before.”
It goes back to iGP wanting more honesty in iGaming and wanting to work with ambitious and realistic operators who genuinely want to grow market share in a long-term and sustainable manner.
As Baker Mosley concluded: “The offer isn’t necessarily sexy. Why don’t you join us and achieve 200 billion per cent growth in five days? Or ‘join us and benefit from incremental gains and win market share’.
“One is made up, one is the truth. I think the operators we want to work with think about that and conclude ‘I know where I need to be’. A £1million marketing spend doesn’t get you as far as it did even 12/18/24 months ago, so you have to be more intelligent. I think with the grown ups of the industry, that message will penetrate.”
