As iGaming platforms grapple with content saturation, discovery has emerged as a critical battleground for user engagement. Vegangster CPO Michael Oziransky sits down with iGaming Expert and explores how new interface models, data-driven insights, and operational tools are reshaping the player journey.
From TikTok-style scrolling to AI-driven experiences, he outlines the shift towards more dynamic, efficient, and personalised discovery, and what it takes for operators to stay competitive in an increasingly complex ecosystem.
iGaming Expert: Most casino lobbies still resemble long slot catalogues. Why has discovery remained such a weak point in iGaming UX, despite advances in AI and personalization elsewhere?
Michael Oziransky: First of all, I think we’re starting to see clear trends emerging. For example, we’ve developed our own “Scroll & Play” feature, which is an alternative way to discover content, inspired by TikTok-style interfaces. We’re not alone in this; other companies are also exploring similar concepts, and the underlying technology is gaining traction.
The challenge now is integrating these new interfaces alongside traditional casino lobbies. Some operators are even launching brands built entirely around this format, which is a bold move, but shows where the market may be heading.
However, player experience is only part of the equation. Operator experience is equally critical. To enable video-based discovery, operators need robust back-office tools to manage and curate content efficiently. One of our main challenges this year is turning these concepts into scalable, production-ready tools that operational teams can use seamlessly without disrupting existing workflows.
iGX: With more and more games overflowing an already saturated market, is content discovery more important than the process of developing the titles itself?
MO: I don’t think content discovery outweighs game development. Ultimately, the game itself remains the core product. Discovery serves one main goal: getting players to play.
That said, there are emerging trends worth watching. We’re starting to see more dynamic or even generated content around slots, with some providers already offering tools to customise game elements more easily. The combination of these trends could shift the balance slightly, but it’s still early.
iGX: What data signals are most valuable today for understanding player intent in real time?
MO: It depends on the player segment, but from an operational perspective, one of the most important metrics is the time it takes to move from discovery to a real-money bet.
We look closely at conversion within the discovery flow, for example, how many interactions or “swipes” a player makes before selecting a game and placing a bet. This gives us a clear view of how efficient the discovery experience is.
iGX: Is content discovery becoming more algorithm-based over time or is human curation still relevant for it?
MO: I would say the approach is becoming hybrid. For VIP players or long-term users, human curation still plays a key role. Operators understand these players well and can create highly personalised experiences through manual configuration.
For the broader player base, however, algorithm-driven recommendations are essential. The sheer volume of content makes automation unavoidable.
At the same time, commercial factors also come into play, such as promotional placements or strategic positioning of certain games. Overall, most discovery experiences will increasingly rely on recommendation engines, supported by targeted human input where it adds the most value.
iGX: Vegangster identified the familiarity of scrolling for users and introduced the Scroll and Play casino lobby as a way to innovate the content browsing experience. What other user habits or trends do you see as potential opportunities for the industry to explore?
MO: There is significant opportunity around AI-driven experiences, particularly with AI assistants, characters, or companions that can reshape how users interact with platforms. This could influence not only navigation but also in-game engagement and broader gamification strategies.
Gamification itself has remained relatively static for years, with leaderboards and tournaments as standard, but with room to rethink the concept entirely. Advances in large language models, especially in voice and interaction, could unlock more dynamic and immersive experiences.
iGX: How do you balance the personalization approach with responsible gambling standards?
MO: At its core, responsible gambling relies on having the right safeguards in place: self-exclusion, timeouts, and other control mechanisms.
Personalization doesn’t fundamentally change this. Regardless of the content being recommended, those protections must remain consistent. The same behavioural signals should trigger responsible gaming interventions, independent of the discovery layer.
iGX: If you were launching an online casino today, what discovery features would you consider non-negotiable to compete in 2026 and beyond?
MO: If launching a casino today, flexibility would be a non-negotiable feature. Operators need full control over the interface, whether it’s a traditional lobby or a scroll-based experience, allowing them to experiment, test, and optimise continuously.
This flexibility must extend to the back office, enabling teams to make changes quickly and efficiently. Having a well-integrated ecosystem with all necessary tools is critical for speed and performance.
Another key opportunity lies in better integrating sportsbook features into casino interfaces. Currently, these are often separate experiences, but bringing live feeds, betting trends, and streaming content into unified, dynamic interfaces could significantly enhance engagement.
