(AsiaGameHub) –   As iGaming platforms contend with content saturation, discovery has become a pivotal battleground for user engagement. Vegangster CPO Michael Oziransky sits down with iGaming Expert to examine how new interface models, data-driven insights, and operational tools are redefining the player experience journey.

Covering everything from TikTok-inspired scrolling to AI-powered experiences, he breaks down the move toward more dynamic, efficient, and tailored discovery processes—plus what operators need to do to remain competitive in an ever-more intricate ecosystem.

iGaming Expert: The majority of casino lobbies still look like extended slot catalogues. Even with AI and personalization advances in other sectors, why has discovery stayed a gap in iGaming user experience?

Michael Oziransky: First off, I believe distinct trends are beginning to surface. For instance, we’ve created our own “Scroll & Play” feature—an alternative content discovery method inspired by TikTok’s interface. We’re not the only ones; other firms are also experimenting with similar ideas, and the supporting technology is growing in popularity.

The current challenge is integrating these new interfaces with traditional casino lobbies. Some operators are even launching brands fully centered on this format—a daring step, but one that hints at the market’s future direction.

That said, player experience is just one piece of the puzzle. Operator experience matters just as much. For video-based discovery to work, operators need strong back-office tools to manage and curate content effectively. A top priority for us this year is turning these ideas into scalable, production-ready tools that operational teams can use smoothly without interrupting their current workflows.

iGX: As more games flood an already saturated market, is content discovery more vital than the game development process itself?

MO: I don’t believe content discovery takes precedence over game development. At the end of the day, the game is still the core product. Discovery’s main purpose is to get players to engage with those games.

That being said, there are emerging trends to keep an eye on. We’re seeing more dynamic or even AI-generated content related to slots, with some providers already offering tools to simplify game element customization. These combined trends might shift the balance a bit, but it’s still early days.

iGX: Which data signals are most valuable right now for understanding player intent in real time?

MO: It varies by player segment, but from an operational standpoint, one of the most key metrics is the time it takes a player to go from discovering a game to placing a real-money bet.

We closely analyze conversion rates within the discovery process—like how many interactions or swipes a player makes before choosing a game and placing a bet. This helps us gauge how effective the discovery experience is.

iGX: Is content discovery becoming increasingly algorithm-driven, or does human curation still play a relevant role?

MO: I’d say the approach is becoming a hybrid. For VIP players or long-term users, human curation still has a key role. Operators know these players well and can craft highly personalized experiences via manual setup.

For the wider player base, though, algorithm-powered recommendations are a must. The sheer amount of content makes automation necessary.

At the same time, commercial factors like promotional placements or strategic positioning of specific games also factor in. All in all, most discovery experiences will rely more and more on recommendation engines, with targeted human input where it brings the most value.

iGX: Vegangster recognized that scrolling is familiar to users and launched the Scroll and Play casino lobby to innovate content browsing. What other user habits or trends do you think the industry could explore as opportunities?

MO: There’s a lot of potential in AI-driven experiences—especially AI assistants, characters, or companions that can change how users interact with platforms. This could impact not just navigation but also in-game engagement and overall gamification strategies.

Gamification has stayed fairly static for years, with leaderboards and tournaments as standard features—but there’s space to completely reimagine the concept. Progress in large language models, especially in voice and interactive capabilities, could open up more dynamic and immersive experiences.

iGX: How do you balance personalized approaches with responsible gambling standards?

MO: At its heart, responsible gambling depends on having the right safeguards: self-exclusion, timeouts, and other control tools.

Personalization doesn’t change this at its core. No matter what content is recommended, those protections need to stay consistent. The same behavioral signals should trigger responsible gaming actions, regardless of the discovery layer.

iGX: If you were launching an online casino now, what discovery features would you see as non-negotiable to compete in 2026 and beyond?

MO: If I were launching a casino today, flexibility would be a must-have feature. Operators need full control over the interface—whether it’s a traditional lobby or a scroll-based experience—to experiment, test, and optimize on an ongoing basis.

This flexibility has to extend to the back office, letting teams make changes quickly and effectively. A well-integrated ecosystem with all necessary tools is key for speed and performance.

Another major opportunity is better integrating sportsbook features into casino interfaces. Right now, these are often separate experiences, but combining live feeds, betting trends, and streaming content into unified, dynamic interfaces could boost engagement significantly.