The Philippines is setting the standard when it comes to the trends that seem to be shaping the iGaming landscape in South East Asia, Affili.Ph co-founder and Chief Marketing Officer Chris Johnson said to SiGMA News during an interview at SiGMA Asia 2026 in Manila.
iGaming trends to shape South East Asia
Johnson had been asked what he believes are the trends in iGaming which will shape the next five years in South East Asia, to which he responded that, as seen in the Philippines, the biggest trends will be “increased regulation, mobile-first experiences, and of course, AI-driven personalisation, but without discounting influencer and community-led acquisition”.
He commented that he sees the next five years for the Asia-Pacific region, with regard to iGaming, evolving through localised content and in a way which increasingly focuses on player trust, as well as responsible gaming.
Responsible gaming’s role in brand strategy
On the topic of responsible gaming, when asked what role it plays in brand strategy, Johnson said that it is no longer “just a compliance requirement,” but rather that it is now a “core part of building long-term player trust”.
He remarked that the strongest brands are those which manage to balance growth with player acquisition, but also pay attention and give credence to player protection, transparency, and sustainable engagement.
AI’s impact on engagement and compliance
Even outside of the iGaming industry, AI has taken the world by storm and become a constant in the social zeitgeist, with every sector and industry seemingly trying to tap into AI and looking to find ways to effectively incorporate it into their operations.
SiGMA News asked Johnson how he thinks AI and data analytics may transform player engagement and compliance monitoring.
He responded by saying that, in his opinion, “AI will enable more personalised player experiences while also strengthening compliance through real-time detection, fraud prevention, responsible gaming interventions, and enhanced monitoring capabilities across the ecosystem.”
Regulatory frameworks in the Philippines
As mentioned, Johnson believes that one of the biggest trends in the Philippines and South East Asia in general when it comes to iGaming is increased regulation.
With that in mind, SiGMA News asked the Affili.Ph CMO for his thoughts with regard to how regulatory frameworks in the Philippines are evolving, and how operators should prepare for the shifting landscape.
“That’s a really good question,” he began. “I expect continued maturation of the regulatory landscape with greater focus on compliance, responsible gaming, advertising standards, and service provider accreditation like Affili.”
He continued that Affili believes operators should invest in early governance, compliance processes, and trusted local partnerships.
The most recent SiGMA Asia Market Report identified the Philippines as Asia’s leading regulated market, with recorded monthly revenue peaks having exceeded $1 billion as the sector benefited from strong regulatory oversight and a structured licensing framework, signalling its strong standing.
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