The iGaming industry is adopting new approaches to quality assurance (QA) as operators focus on improving player experience, payment performance, and product reliability. Speaking at SiGMA Asia 2026, TESTA CEO Kyle Wiltshire explained how crowd testing and artificial intelligence (AI) are helping gaming companies identify issues earlier and gain a clearer understanding of how products perform in real-world conditions.
Wiltshire said crowd testing gives operators access to insights that are often unavailable through traditional testing methods. “It enables you to get information you may not have had before,” he said. “At the last mile, you can see what a gambling website or app actually looks like to a real user with an actual device off a local cell tower or internet service provider in the market.”
Real users reveal real-world issues
Traditional quality assurance is often carried out in controlled environments using simulations and predefined conditions. Crowd testing takes a different approach by placing products in the hands of real users using their own devices, internet connections, and payment methods.
According to Wiltshire, this helps operators understand how platforms perform in live environments rather than laboratory settings. He noted that testing with real users can uncover issues related to localisation, performance, registration flows, and payments that may not appear during standard QA processes.
Human insight remains essential
AI is also changing the quality assurance landscape. Wiltshire said many routine testing tasks can now be automated. “With AI engines, a lot of what is traditionally done in QA can be automated, done faster, done better,” he said.
The 2025 State of AI Test Automation report found that 73 per cent of enterprise QA teams now use AI-powered testing tools, while 80 per cent reported faster testing cycles. The study also found that 89 per cent of organisations plan to increase investment in AI-driven testing technologies.
However, Wiltshire stressed that AI alone cannot evaluate every aspect of the player experience. Areas such as translation quality, local user expectations, and perceived game performance still require feedback from real people.
“AI is not going to help you understand if something is translated well or how people in the market compare in terms of game performance or speed,” he said.
Payment testing goes beyond simulations
Payment systems remain one of the most complex areas of iGaming testing. Many operators rely on simulated payment checks that confirm whether a transaction request has been processed.
Wiltshire said this approach leaves important gaps in visibility. “We’re going to have a real person, a real bank account or credit card,” he explained. “We’re going to be able to see how this looks from the beginning all the way to the end, from deposit to withdrawal.”
By using real-world payment testing, operators can monitor every stage of the transaction process, including authentication procedures, payment delays, withdrawal timeframes, and how transactions appear on consumer bank statements.
Research across the iGaming sector shows that payment failures remain one of the leading causes of player frustration and account abandonment. As competition increases, operators are placing greater emphasis on frictionless payment experiences and local payment methods.
Building trust through independent testing
Wiltshire also highlighted the role of independent testing in resolving disputes between operators, suppliers, and technology partners. “A big part of our work is being a neutral third party,” he said.
As iGaming markets continue to expand globally, operators are increasingly combining AI-powered automation with crowd testing to improve product quality, optimise payment systems, and deliver better player experiences based on real-world evidence rather than assumptions.
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