Interview with Irina Pisanko, CPO of Alpha Affiliates

Hello! I started my career in iGaming 7 years ago. During these years I was working in different roles. I started with uploading images on games on a gaming platform, then I was a manager at that gaming platform, and in the end, I was the head of that platform. Me and my team, we wrote 3 gaming platforms on different Stags. After that I successfully launched an online casino on the Indian market. And in 1 year it started to be one of the biggest casinos in India. In my career I was working in different markets, such as CIS countries, India, LATAM, and also Asia. And right now, I’m the CPO of Turnkey Brands in Alpha-Affiliates, and mostly, we are working in Tier-1 countries, such as Canada, Australia and some European countries.

The iGaming industry has been evolving rapidly, with several recent technological innovations having the potential to significantly shape its future. Here are some of the most exciting trends and their possible impact:

• Artificial Intelligence (AI) and Machine Learning: I think this is the most exciting innovation, because AI is revolutionising the user experience by enabling more personalised gaming experiences. By analysing player behavior, AI can tailor game recommendations, promotions, and in-game rewards to individual preferences, boosting player engagement and retention. AI and ML are becoming key tools in fraud prevention, analysing patterns of behavior to identify suspicious activities and prevent fraud or cheating in real-time.
• Gamification: For sure I can’t miss gamification here, because gamification elements like achievements, levels, and rewards systems increase player engagement. This could be applied across various iGaming platforms, including online casinos, sports betting, and poker.
  

Advancements in blockchain technology have had a profound impact on how iGaming companies approach both product development and regulatory compliance, and they are shaping the industry's future in a way that is more transparent, secure, and user-centric. Blockchain technology enables the concept of provably fair games, where every outcome or transaction in a game (such as spins, deals, or bets) can be independently verified. By storing all game data on the blockchain, players can verify that the games are not rigged and that outcomes are genuinely random. This transparency can be a huge selling point, especially for players who might have doubts about the fairness of traditional online gaming platforms.

Game developers and operators can integrate blockchain protocols into their game engines to make fairness verifiable by the player. This will require significant investment in blockchain development skills and infrastructure but could provide a distinct competitive advantage.

Blockchain also allows the creation of non-fungible tokens (NFTs), which are unique digital assets that can represent in-game items, skins, or even game ownership. Also, blockchain offers a decentralised, immutable ledger, making it an ideal tool for enhancing Know Your Customer (KYC) and Anti-Money Laundering (AML) processes. Blockchain's transparency allows for easier tracking of player identities and transactions. Smart contracts and decentralised identity solutions (like blockchain-based IDs) can provide an efficient way to ensure compliance with KYC regulations without compromising user privacy.

The shift from desktop to mobile devices has significantly changed how players interact with gambling products. Mobile offers greater convenience, allowing players to gamble anytime, anywhere, which has led to an increase in on-the-go gaming. User experience has evolved to be more intuitive and optimised for smaller screens, with operators focusing on faster load times, simplified interfaces, and easy navigation.

Mobile has also fostered a more social and interactive approach to gambling, with features like live dealer games, in-game chat, and social media integration. Furthermore, mobile apps and browsers allow for instant access to games, betting, and even real-time notifications about bonuses or game updates, driving more frequent and spontaneous engagement.

Overall, the mobile shift has led to a broader audience, especially younger players, and a more dynamic gambling environment, where quick, social, and personalised experiences are at the forefront.

Alpha Affiliates ensures that our products remain user-friendly and engaging by adopting a user-centric approach, regularly gathering feedback and data to optimise the user experience. We focus on agile product development, allowing for quick iteration and integration of new trends or technologies. By staying on top of mobile optimisation, gamification, and personalisation, we provide a seamless, engaging experience. Additionally, we incorporate real-time data analytics to monitor user behaviour and make data-driven decisions that enhance usability and keep the product relevant in a fast-evolving market.

This year we are planning to start working in several new markets for our company:

• Latin America (LATAM): With countries like Brazil and Mexico legalising online gaming, there's huge potential in sports betting and localisation of games. The growing middle class and mobile penetration are key drivers.
• Asia-Pacific (APAC): Particularly India, Vietnam, and Japan, where mobile gaming is surging. Opportunities lie in esports, fantasy sports, and crypto payments.
• Middle East: The region’s younger, tech-savvy population presents opportunities in social gaming, VIP experiences, and sports betting as regulatory landscapes evolve.

In all of these markets, focusing on mobile-first platforms, localisation, payment flexibility, and compliance will be key to capturing growth.

Alpha Affiliates ensures responsible gaming practices through a combination of preventive tools and educational initiatives. Common strategies include:

• Self-Exclusion and Limit Tools: Players can set deposit limits, time limits, and self-exclude from the platform if needed to promote safe play.
• Age Verification: Strict KYC (Know Your Customer) protocols ensure players are of legal age and prevent underage gambling.
• Responsible Gaming Education: Providing clear information on problem gambling and offering links to support organisations like Gambling Therapy or GamCare.
• Monitoring and Support: Regular monitoring of player behaviour to identify signs of risky gambling, with the option to reach out for support or intervention.

These efforts help maintain a safe, fair gaming environment while fostering player trust and compliance with regulatory requirements.

Yes, for sure, my favourite brand is 1RED. This is a pretty young product, which raised all its metrics in one year, and this is not the end. We already enabled sportsbook there, which attracted more new customers. This year we are planning to have an ambassador from football, but unfortunately, I can’t tell you more details about it.

Thank you! 1Red Casino stands out due to its user-friendly design, wide variety of high-quality games, and personalised player experience. The platform offers a seamless, mobile-optimised experience, while its loyalty programs and tailored promotions keep players engaged.

For the past year we enabled gamification elements on the product, which attract and retain users. Also, local payment methods were enabled on the product, which help users to make their experience more comfortable, because they don’t need to open some new wallets or buy crypto.

So, not all plans I can tell you, but some of them for sure. This year we will start working in new markets, such as LATAM, Africa and Asia. These markets are new for our company, but the experience of our product managers will help us to conquer these markets. Also, this year we are planning to make new promos for our customers, which will be more attractive and make their experience.

Betpack are our trusted partners. We have been cooperating for quite a long period of time, during which we were able to attract a large number of users to our products.

Anyone interested are welcome to connect with me or our Head of Affiliates.