ICONIC21: The Real Opportunity Lies in Personalization

The next generation of players is responding better to tailored experiences rather than automation and de-personalization. Learn more about our take and how do we build games below.

The iGaming industry is overly saturated. There are thousands of games being launched every single quarter. Countless operators with very different approaches. Fierce competition. Standing out in such landscape cannot be easy. Let alone trying to launch game after game that doesn’t bring anything new or valuable to the market.

New players are shaped by the plethora of digital experiences that they go through every single day. TikTok, Instagram, the “reel” format, fast content, video games, streaming, YouTube content, and the list goes on and on. They expect relevant content, that is perfectly tailored to their interests, habits and preferences. Offering “more” rather than “fit” is no longer an option, with the next frontier lying next to personalization.

Casinos that understand and anticipate player behaviors will drive deeper engagement and higher loyalty much faster, giving them an edge. This edge is completely given by the providers that they work with. This is where we jump in.

Why is personalization more important than AI and automation?

The industry keeps relying on quite a generic approach to player acquisition and retention. Casinos put a lot of care into offering big bonuses, loyalty programmes and the most popular games out there. However, there’s one trend making a big entrance and changing how everything performs: personalization. Games that feel like they were designed for each player. Games that resemble the other digital experiences that each of us is going through day after day.

This brings forth interactivity, community experiences, achievements, progress. Coming back to a platform that already knows your preferences, that takes you exactly where you want to be in less than 2 clicks. Without embracing personalization, operators risk higher churn and lower engagement. With so many game providers available, players have more options than ever, so retention is now the real battleground.

Younger player cohorts, especially those raised on platforms driven by recommendation algorithms and personalized feeds, expect the same level of customization from their gaming experiences. If Netflix can predict which series you’ll binge next and Spotify can suggest your next favorite playlist, then online casinos should look at curating the perfect game selections or bonus offers.

How do we create this level of personalization?

At ICONIC21, we prioritize personalization in just about everything we do. A great example is the work we put into dedicated studios. We recently launched a dedicated studio for a major operator, tailoring every aspect down to the smallest detail to match what the operator knew mattered to their players. From the color scheme and lighting to the decorative screens and even the tablecloths, cards, and dealer uniforms, every detail was designed to reflect the operator’s brand identity.

We also aligned the UI/UX with the behavior and preferences of regular players, making the whole experience feel natural and intuitive. It was like holding up a mirror to the operator’s vision, and the results showed fast. This level of personalization increased player trust reinforced the brand identity and significantly boosted both acquisition and retention. But it didn’t stop there.

Demand shot up. Players started queueing when seats weren’t available, signaling that expansion was the next natural step. The more personalized the experience, the better the reception. And this project proved that in real time.

Games with fast delivery and a lot of personalization

Dedicated studios are a great way to bring personalization into the mix—but not everyone can afford them. So, the next step was figuring out how to offer that same level of customization without limiting ourselves and the operator. RNG-based games are blowing up, especially with players who prefer lower stakes and quick, uncluttered gameplay. And so we launched Blackjack 360: a fast, clean experience that still delivers on personalization, minus the heavy lift of a full live studio.

It comes in four variations:

  • Sunrise – low stakes, perfect for early risers and casual players;
  • Midday – standard stakes for those who like to play at peak hours;
  • Sunset – higher stakes as the intensity rises;
  • Midnight – highest stakes action for players seeking the ultimate thrill.

And almost everything about it is customizable in record time:

  • Backdrop
  • Table design
  • Logo on the cards
  • The button to place a bet
  • Any other elements that have to do with design or gameplay, according to the customers’ preferences
Personalization isn’t just a feature anymore

It’s the core of player engagement. The operators who win in 2025 will be the ones who really know their players.

It should be any casino’s priority to build deeper player connections and drive long-term value. The future of iGaming isn’t about offering more and more and more games. It’s about adapting them exactly to what players want, sometimes before they even know they want it.

The shift from mass engagement to personal connection is what’s going to separate the winners from everyone else. And we’re here to follow the upward trend.