BetStarters COO: Why AI will define next-gen iGaming
As artificial intelligence (AI), personalisation, and next-generation payments reshape the global iGaming landscape, BetStarters Chief Operating Officer (COO) Glenn Debattista believes the industry is entering a pivotal phase, one where technology must deliver speed, accuracy, and responsibility all at once. Speaking to SiGMA World, Debattista said personalisation is no longer a future trend but a defining part of the present, driven by data analytics, AI-powered user journeys, and real-time responsible gambling safeguards.
Previously, Debattista told SiGMA World that modern iGaming leadership demands rapid adaptability as technology, regulation, and player expectations evolve. In his latest discussion with us, he takes that evolution further, arguing that the future of iGaming will be shaped by AI-driven personalisation, seamless payments, and platform modularity that lets operators scale in real time.
From instant payments and multi-market banking methods to modular platforms that adapt in seconds, Debattista sees the next era of iGaming built on systems that scale and evolve as quickly as player behaviour. He argues that AI will soon extend far beyond odds-making, transforming fraud prevention, risk management, and predictive engagement, replacing the work of full trading teams in a fraction of a second.
Industry innovation
SiGMA News: Personalisation is becoming central in iGaming. How does BetStarters leverage data analytics and AI to help operators deliver tailored player experiences while ensuring responsible gambling safeguards? Also, what role do you see AI playing in the next wave of iGaming innovation?
Glenn Debattista, BetStarters COO: Personalisation is not only the future, but it’s also the present. However, it has to be balanced with responsibility. At BetStarters, we use data analytics to surface relevant markets, tailored bonuses, and personalised UX journeys, while embedding responsible gambling tools like spending limits, play monitoring, and proactive alerts. AI’s next wave will go beyond odds-making. It will drive predictive engagement, fraud prevention, and risk management. It’s about making the platform feel personal and efficient. Gone are the days when a trading room required 50 traders to operate properly. AI is able to do what these 50 traders do in a split second.
SiGMA News: Payments and risk management are evolving rapidly with instant payments, alternative banking methods, and even crypto. How does BetStarters integrate secure and seamless payment solutions into its platform?
Debattista: Payments are no longer just transactions; they’re part of the user experience. Players expect instant deposits, seamless withdrawals, and trusted methods, whether that’s mobile money in Africa, crypto in some markets, or instant banking in Europe. BetStarters integrates multiple payment solutions natively into our platform. The goal is to give operators flexibility while giving players a frictionless and secure experience.
SiGMA News: Looking ahead, where do you see BetStarters making the strongest impact, AI-driven personalisation, esports betting, regulatory compliance tech, or next-generation platform modularity?
Debattista: Our strongest impact will come from platform modularity. Whether it’s esports, personalisation, or compliance, everything flows from giving operators the tools to configure, scale, and adapt in real time. That’s how we see ourselves: not just as a platform provider, but as an innovation partner shaping the next generation of sportsbooks and casinos.
iGaming: What’s next?
SiGMA News: Many European operators are looking towards LatAm and Africa for growth. From your perspective, what are the biggest opportunities and risks in these emerging markets?
Debattista: LatAm and Africa are where the next wave of growth is coming from. The opportunities are clear with mobile-first audiences, young demographics, and markets with a huge appetite for both sports and digital entertainment. The risks are also clear: fragmented regulations, inconsistent payment infrastructures, and cultural nuances. Success in these regions isn’t about copying a European playbook, but it’s about local partnerships, adapting products to fit user behaviour, and building payment solutions that work on the ground.
SiGMA News: Esports betting and skill-based wagering are on the rise. How do you think traditional sportsbooks should adapt their offerings to remain relevant in this fast-growing vertical?
Debattista: Traditional sportsbooks need to stop treating esports as just another sport. It’s a different culture with different engagement models and different users. The UX should feel closer to a live-streaming platform than a traditional betslip. Skill-based wagering adds another layer, making betting feel interactive and participatory. Sportsbooks that adapt their product to feel more like gaming communities will stay relevant; those that don’t will lose the next generation of bettors.
SiGMA News: If you look ahead five years, what do you see as the biggest disruptors for the iGaming industry, emerging tech like blockchain, regulatory crackdowns, or consumer demand for new entertainment formats? Why?
Debattista: The biggest disruptor won’t be a single technology. It will be the convergence of three forces: tighter regulations, emerging tech like blockchain and AI, and consumer demand for entertainment-first formats. The industry is moving from transactional betting to immersive entertainment. Those who adapt will thrive; those who don’t will be regulated out, disrupted out, or simply left behind by players who expect more than a betslip.
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