Watch: Can data and creativity work together to win player loyalty?
During SiGMA Central Europe in Rome, the panel titled Brains or Heart? Data vs. Creativity in the Battle for Player Loyalty brought together industry visionaries to tackle one of the most pressing questions in player retention. Alexey Chepkov, COO of SOFTSWISS, moderated the discussion alongside Oliver De Bono, CEO of Quantum Gaming, Herbert Gaban, CCMO Latam at KBET and Christopher Bartolo, CTPO at Wildz Group. The panel explored how data-driven strategies and creative intuition intersect to shape loyalty in an increasingly competitive gaming landscape.
Balancing numbers and narrative
The panel opened with a discussion on the role of data in understanding player behaviour. “Data drives the iGaming industry, but behind every number there is a human story,” Alexey Chepkov noted. Oliver De Bono emphasised the importance of interpreting data meaningfully. “You take your LTV, look at drop-off points, observe repeated depositors, and start identifying patterns. But the real question is, what data matters?” he explained.
Herbert Gaban added a crucial perspective from the Latin American market. “Everyone wants to be data-driven, but the key is what you do with it. Creativity is where the data truly meets the human element,” he said. Christopher Bartolo echoed the sentiment, describing data as a compass and creativity as the explorer, guiding product innovation while ensuring differentiation in the market.
Culture of data and creativity
The conversation quickly moved toward culture and implementation. Bartolo shared, “I like building cultures where the motto is fail faster, then you succeed faster. Psychological safety allows everyone, from HR to finance, to contribute ideas.” Gaban stressed the importance of accessibility and integration, “Data must be easy to find and everyone must contribute to it. A cultural approach ensures the team isn’t just following numbers but actively shaping them.”
Panelists agreed that while AI and advanced analytics provide new insights, understanding player behaviour remains a blend of art and science. De Bono highlighted that the most loyal players often defy demographic expectations, underlining the need for careful selection of relevant metrics.
Creativity in action
Data provides clarity, however creativity delivers connection. Bartolo described using sentiment analysis to monitor player reactions, allowing proactive adjustments to branding or game offerings. De Bono illustrated how even simple thematic differences between brands can drive vastly different player engagement, showing that intuition and aesthetic choices remain critical. Gaban summarised, “Data offers opportunities, but the question is whether you lead with them creatively. It’s not about having the data, it’s about using it to craft an experience players remember.”
Ultimately, the panel underscored a simple truth that data tells you what happens, creativity and insight explain why it matters. For iGaming operators, blending these forces enriches both player experience and brand value.
To continue learning from global experts, explore SiGMA’s 2026 global calendar of events, featuring more expert panels and networking opportunities designed to inspire the next wave of innovation in the gaming industry.
