Fabio Zammit on optimal ways to increase conversion rates
In the tech world, particularly in rapidly growing areas such as online gambling, blockchain, and FinTech, in-house teams often require compact tech partners. Root Codex was born to meet this need, where Fabio Zammit and a small team of experienced developers and UX designers provide the best tech solutions for CMOs, CPOs, and CTOs.
In an exclusive interview with SiGMA News, Fabio Zammit, founder and CEO at Root Codex, discussed the opportunities presented by new technologies in key areas of the iGaming industry, including regulation, innovation, localisation, and personalisation. He also explained how to apply new technologies to increase conversion rates.
Alternative payment methods in the context of regulation
Q: Increasing regulatory scrutiny in the iGaming industry means that payment transparency is becoming a top priority. How do you envisage the evolving role of blockchain solutions in this context?
We often associate blockchain with cryptocurrency payments; however, its greater value lies in serving as an immutable audit trail for all financial transactions, covering deposits, withdrawals, bonuses, and affiliate commissions. Although some still question the traceability of blockchain, every transaction is, in fact, recorded on a public ledger, making fraud far easier to detect than with traditional methods. This transparency can provide regulators with real-time oversight, while also reassuring players that operators are acting fairly.
The big challenge for widespread adoption is achieving regulatory alignment. Some jurisdictions are more receptive to blockchain-enabled systems than others. Still, the overall momentum is clear: blockchain plays an increasingly central role as both a compliance tool and a trust-building mechanism.
Q: What regional differences have you observed in the adoption of payment solutions within the iGaming industry? Which markets are more receptive to innovation, and in which markets do traditional approaches still dominate?
In Europe, particularly in Scandinavia and parts of Eastern Europe, players and regulators alike have embraced alternative payment methods, including open banking, e-wallets, and even crypto. Latin America and Africa are demonstrating a strong appetite for mobile payments, reflecting the unbanked population and high smartphone penetration rates.
Overall, regions with younger demographics and looser legacy infrastructure tend to leapfrog towards innovation faster than mature, highly regulated markets.
The capabilities of a compact team
Q: Personalisation and gamification are emerging as key engagement drivers. Is it realistic for a single developer to offer a comprehensive solution that effectively covers both areas?
It is less about who is developing it and more about the flexibility of the technology and the data you have available. If the platform provides the proper technical framework and adaptability, then personalisation and gamification can absolutely work together. For example, a bonus challenge could be personalised using gameplay data, while the gamification layer makes it engaging through progress tracking or rewards.
Ultimately, you have the dataset and the technical flexibility. In that case, there’s no reason a single developer cannot deliver both effectively; it just depends on how open and modular the entire stack is.
Q: Root Codex operates with a relatively small team, yet global brands like Mr Green choose to work with you. What advantages does this lean approach offer, and what challenges do you face?
Our size is actually one of our strengths. A lean team means less bureaucracy, faster decision-making, and the ability to tailor solutions quickly to the clients’ needs. While we are a smaller team, we bring a combined 30 years of experience, with half of that experience directly in the gambling industry.
We also have a great sense of appreciation for the wider business: user experience (UX) and marketing which some providers tend to lack. Operators often struggle with scalability, and we have addressed this by building tech that is inherently modular and scalable, without compromising reliability. In other words, we give them flexibility and speed, backed by solid experience.
Innovation is the main challenge for the industry
Q: AI-powered solutions are gaining traction in marketing, analytics, and user experience. Which types of operators benefit most from these technologies? Are there any segments that can still thrive without the aid of AI?
It’s hard to think of a segment that can truly thrive without AI. Unlike big data, where not every company qualifies for a solution, AI offers value across the board. The difference lies in how operators leverage their assets. Large operators with large datasets can utilise AI for recommendation engines, fraud detection, and personalised promotions that become increasingly smarter with scale. Mid-sized operators benefit from automation, whether in customer support or acquisition campaigns.
Niche operators with strong brands and loyal communities may still succeed without AI integration, often by focusing on authenticity, unique content, or personalised service. But over time, as player expectations evolve, even smaller operators will need at least some form of AI model to remain competitive.
Q: You’ve been a regular participant at SiGMA expos. What positive changes and challenges have you observed in the iGaming industry in recent years? What will stand out in 2025?
The most significant positive change has been the industry’s growing maturity, accompanied by stronger compliance, more responsible gambling initiatives, and a greater diversity of voices at events like SiGMA.
The primary challenge now is innovation; we need a better user experience and games that truly excite players, rather than merely offering more of the same.
At the same time, I expect to see increasing cross-pollination between iGaming and adjacent sectors, such as esports, Web3, and possibly augmented reality.
Q: From a practical standpoint, what are the most effective and accessible ways for online operators to boost conversion rates today?
The real opportunity for boosting conversion now lies in personalisation.
Just as social media is shifting from what is broadly popular to what matches a user’s specific interests, the gambling industry needs to adopt the same approach. AI makes this possible by tailoring the experience in real time. For example, one player might see slot recommendations based on their past gameplay and volatility preferences. At the same time, operator can offer personalised challenges or bonus structures that match their style of play. Even simple touches can dramatically increase engagement and retention.
Of course, other factors, such as streamlined payments and optimising onboarding, do remove barriers, but personalisation is what truly drives players to stay, return, and convert.
In conclusion
Fabio Zammit, founder and CEO at Root Codex and speaker at the SiGMA Euro-Med conference, believes personalisation is key to increasing conversion in iGaming. Flexible technologies and AI allow for real-time adaptation of the gaming experience by offering relevant content, bonuses, and tasks. That increases engagement and player retention.
Simplified payments and quick registration lower barriers, while a personalised approach encourages repeat visits and transactions. Zammit emphasises that blockchain and alternative payment methods enhance transparency and trust, especially in highly regulated environments.
The iGaming industry demands innovation and adaptability. Operators that implement AI and blockchain gain a competitive advantage and strengthen their market position.
This article was first published in Russian on 26 August 2025.
