iGaming is a well-established part of the wider entertainment sector. Providing engaging and enjoyable experiences for consumers is something this industry does better than most.
But doing so proves a difficult challenge due to several factors. One challenge is that there are so many ways that users can entertain themselves; an online casino is just one of perhaps hundreds of apps on a user’s device. Another is that within iGaming, there is so much choice. Which brings us back to data.
Those operators who can hold the attention of players for the longest are those who can provide the most relevant content to that specific user. That takes not just plenty of data, but also the expertise and technology to understand the data and action those insights.
Franz Gerhart, CEO of Vyking – a platform provider and aggregator – said: “You need to deliver a hyper personalized experience for the end user. When you want to do that, you need a lot of data.”
What benefits does business intelligence give iGaming?
Gerhart, recently speaking to iGaming Expert, asserted that having data-driven insights within a platform isn’t only about providing positive user experiences, but that it can also help operators make better decisions when it comes to risk management.
“If you have a user who visits your website, checking the bonus terms and conditions for 15-20 minutes, then they make a maximum deposit, and take a maximum bonus. Who do you think that user is? I’d suggest, it’s very likely they are an abuser,” he added.
“Operators know what a bonus abuser’s journey looks like and they often paid dearly for the education. Mapping this knowledge into a comprehensive curve, including behavioural and transactional data for fitting the model against real-time data is what they need. Oftentimes behavioural data alone is enough. A visitor that checked the T&Cs for 15 minutes to then max out the deposit bonus that features high RTP games, who do you think that users is? I’d suggest, it’s likely they are an abuser,” he added.
“You could deter these people early on but you need to record these events, and you need to record them in a way that you can apply the data without breaking the bank on expensive data pipelines.”
What data does Vyking’s iGaming platform process?
Vyking’s iGaming platform comes with a suite of tools to help operators make better decisions, create personalised experiences and manage their exposures effectively.
It comes with 24/7 monitoring capabilities, risk and fraud monitoring tools and reporting and BI solutions. Ultimately, how much or little an operator takes is up to the client. Gerhart said that the platform is designed with flexibility and autonomy built in as a priority.
He elaborated: “We’re like the Linux of the iGaming industry. We’re as open source as it gets which enables people to have their own roadmap, have their own agenda, and be able to build. It’s a framework built for builders. You build your own brand and establish your autonomous roadmap.
“We don’t just provide technology. We manage the full aggregation infrastructure, supplier sourcing, commercial agreements, and reconciliation. That removes operational complexity, while giving operators the freedom to design and control their own frontend.
How does BI improve the player experience?
Player engagement is often credited to studios and game suppliers, not to the platform layer behind the scenes. Gerhart, however, sees it differently.
He asserted that platform providers and aggregators can influence what games players see within the casino lobby; with so many games available, operators need information to know what games to show to which users.
“Imagine a player in Sub-Saharan Africa landing on our platform and being served data-heavy premium casino content, in a market where the dominant behaviour is data-light crash games or sports betting. Traditional casino isn’t the primary engagement driver in many of these regions. If we don’t have the flexibility to adapt content and optimise for local player behaviour in real time, we risk losing those players immediately.”
Gerhart said that the Vyking platform caters to those demands and is designed to help its clients keep ahead of the competition.
“Operators need real flexibility in how they incentivise players. It’s no longer about launching a standard bonus and hoping it performs. It’s about building engagement mechanics that reflect how your audience actually behaves.
That requires a strong bonus engine and tooling that’s fully integrated into the platform. We’ve built configurable features like VIP systems and cashback mechanisms that operators can adapt to their own strategy. But features alone aren’t enough. The real edge comes from understanding who the player is, how they move through the product, and when engagement makes sense. That’s where we’ve invested heavily at Vyking, building the intelligence layer that turns incentives into smarter, more deliberate engagement.”
Will I be left behind without BI power?
Gerhart noted that it is possible to have an online casino in 2026 without data-driven insights via business intelligence solutions. But he offered the caveat that it’s like fighting a modern war against drones with a horse-and-cart.
“This is not a matter of adding another tool or another feature. This is a matter of survival for everyone and it depends on whether you have it or not. This weaponry changes everything.
In today’s battles, you cannot ride a horse – it’s not going to work. That’s pretty much the same situation for operators. If you don’t have this in the future and others have it, you will stand no chance.”
From Access to Advantage
Vyking has also continued to expand its aggregation layer, most recently announcing key partnerships with Yggdrasil and Pragmatic Play, further strengthening its content ecosystem across key markets.
But for Gerhart, aggregation scale alone isn’t the end goal.
“We’ll continue growing our content partnerships because operators need breadth and reliability,” he said. “But the real value comes when you combine that scale with intelligence. Having the content is one thing. Knowing how to position it, optimise it and monetise it properly, that’s where the real advantage lies.”
He concluded that while aggregation provides the foundation, intelligence is what ultimately drives performance. “In this industry, access is becoming commoditised. Intelligence is not.”
