The utilization of AI has been the significant marketing trend of 2024 and the juggernaut shows no sign of slowing in 2025.

With iGaming companies spending up to a third of their overall turnover on marketing, the need to be more efficient with this spend is becoming increasingly important.

By combining gamification and personalization – two buzz words from previous years – AI can deliver increased retention. It can also ensure reduced churn and higher engagement for casino and sportsbook operators. This, in turn, results in increased profits.

The GamePark recommender engine is an example of how AI can be utilized to increase engagement. AI is used in many of the engine’s key features.

GamePark allows operators to serve tailored content and game suggestions based on a player’s previous behavior. The engine combines contextual data such as browser, device, and geolocation to tailor recommendations. As the player engages more with your games, GamePark’s AI refines its suggestions, resulting in greater engagement.

The beauty of GamePark is that this happens across the whole customer journey. Personalization can take place in the login screen and lobby through to all marketing touchpoints. Games can be suggested via email, SMS and push notification too, boosting the efficiency of your marketing spend.

Data and A/B Testing

The GamePark system also has a comprehensive A/B testing facility, allowing you to test your recommendations against a control group. This allows you to experiment with a range of filters based on your KPIs and marketing strategies.

Filtering by game cost to the operator or RTP to the player is possible. Other key filters include ‘Because you played’, ‘Similar players liked’, ‘Exclusive VIP Picks’, and thematic-based game picks.

With competition becoming increasingly fierce in the iGaming industry, the operators that will stand out will be the ones that embrace technology and have a bold marketing strategy.

If you are interested in how GamePark can boost your casino or sportsbook, get in touch to see our 15-minute demo.