Shayan Sanyal, AWS’ Global Games Industry Business Development Leader, shared his thoughts on cloud technologies, machine learning (ML), and AI. He explained how these tools help gambling operators build robust infrastructure, tailor user experiences, and meet regulatory requirements.
According to the expert, scalability and personalisation should not be viewed as separate, independent fields. Both aspects rely on the same technological foundation that integrates cloud services, data, and ML. This shared core helps companies manage workloads more efficiently, launch new products faster, and respond almost instantly to user actions.
Casino Market’s specialists explored Mr Sanyal’s key insights, useful for gambling operators. Our team can help you launch and develop a cutting-edge iGaming project.
Cloud Infrastructure and Real-Time Analytics
Illustrating the benefits of migrating to web tools, the expert cites Soft2Bet as an AWS client. The company managed to:
- reduce costs linked to computing resources by 55%;
- accelerate market entry for releases by 200%;
- cut new partner onboarding time by 70%.
According to the spokesman, digital infrastructure’s impact goes beyond just expense optimisation. A flexible architecture allows for the consolidation of online traffic from various channels, which can then be used for (near) real-time analytics.
Previously, Soft2Bet relied on many disparate, on-premises data sources. After migrating to AWS services, the brand built a unified foundation for its information processing. Integrating new channels has since become a matter of configuration rather than a large-scale hardware modernisation project.
Access to up-to-date data enables operators to move beyond basic infrastructure optimisation. With an upgraded engine, they can analyse user behaviour more deeply and develop genuinely personalised services.
Remote Platforms for Managing Peak Loads
Mr Sanyal placed particular emphasis on scaling technical components during major sporting events. High-demand periods require project stability. Nevertheless, maintaining infrastructure capacity designed for peak loads can be inefficient during standard operations.
Cloud-based ecosystems allow dynamic scaling of computing resources as activity increases, then resetting during calmer times. This factor makes it possible to manage tasks without overpaying for digital reserves.
Illustrative Examples of Industry Leaders
The specialist mentioned SPRIBE, the developer of one of the most popular crash games, Aviator. The title’s key features:
- up to 400,000 bets per minute at most;
- distributed to nearly 5,000 casinos;
- available across 100+ countries.
By migrating to ASW solutions, the provider increased its peak throughput while reducing operational costs. Now, the system processes 4 times more wagers and remains ahead of even maximum recorded loads.
Another example is the international operator Betsson, which manages over 20 brands in European and Asian countries, as well as the Americas. Each regulated market the company works in requires compliance with unique regulatory requirements and stable service delivery across different locations.
Mr Sanyal noted that this partner leverages 2 AWS products, Outposts and Cloud WAN. They help place Betsson’s infrastructure closer to its audience while adhering to the specific legal standards of individual jurisdictions. The company also continues to focus on enhancing security and minimising latency.
These examples show how technology solutions help operators maintain project performance. Coping with fluctuating loads and geographic expansion requires modern cloud services.
Personalisation Based on Player Behaviour
The expert highlighted a common shortcoming in industry approaches. In practice, many operators limit their engagement with the audience to segmentation only.
Users are categorised into general groups, such as:
- new players;
- high-value customers;
- sportsbook or casino fans, etc.
These cohorts are then presented with content and promotions that have proven effective for similar user segments. According to Mr Sanyal, while this approach is useful, it falls short of genuine, comprehensive personalisation.
For more precise tailoring, several factors must be considered:
- the current pace of play;
- the context of the ongoing session and its features;
- specific actions and real-time behaviour, rather than solely historical data.
Deeper analysis helps refine recommendations, determine their optimal timing, adjust message content, and even modify the interface. AWS provides architectural solutions that integrate an operator’s 1st-party data with ML technologies to generate personalised offers.
At the core of this model lies a continuous cycle of evaluation and improvement:
- Data on player behaviour is used to train algorithms.
- AI-generated customised offers elicit new audience responses.
- The outcomes are incorporated to develop future recommendations.
In this framework, information quality and the reliability of its sources become a significant competitive advantage. As artificial intelligence is serving an increasing number of companies worldwide, operators should do more than adopt advancements. A robust data foundation must support these tools, too.
User Protection and Engagement: Technology
Mr Sanyal explained how audience retention can be reconciled with the principles of responsible gaming. According to the expert, these objectives are not mutually exclusive, as the same data and ML algorithms can be leveraged to address both.
AWS offers architectural solutions based on Amazon SageMaker, which lets operators train models using 1st-party data and identify signs of risky behaviour almost instantly. Such tools detect concerning shifts in user activity promptly, enabling timely intervention.
The effectiveness of these instruments depends on:
- program configuration;
- the quality of the input information;
- proficiency of integration with customer protection.
The spokesman emphasised that personalisation and online casino security do not require 2 separate technological systems. A unified infrastructure can support both tailored user experiences and risk detection.
Generative AI: Accelerating Product Development
Discussing artificial intelligence’s potential to boost the efficiency of engineering teams, Mr Sanyal cited Entain as an example. The company modernised its on-premises platform using Kiro, AWS’ agentic coding tool.
Additionally, it hosted a successful hackathon, which:
- involved 250 teams and 13 offices to explore generative AI;
- reduced new app and feature deployment from several weeks to less than 2 hours;
- accelerated execution of critical operations from 2.5 seconds to under 450 milliseconds.
The expert noted that technology’s capabilities extend well beyond automating isolated processes. Applying these algorithms helps teams streamline development and reduce cognitive load. Consequently, specialists can test hypotheses more rapidly and experiment with new products without a proportional increase in resource expenditure.
Further Growth of the Industry: 3 Possible Directions
Mr Sanyal identified several trends that could affect the competitiveness of operators in the coming years:
- Autonomous and agent-based AI. Companies will have to determine which tasks can be delegated to smart systems and which decisions should remain under human control. This issue is especially important for business management and responsibility to users.
- Adaptation to oversight changes. As new requirements emerge and regulations are revised internationally, technology platforms must update processes and infrastructure quickly to suit individual markets.
- Empowering players. As a reference, the expert cited the video gaming giants Roblox and Fortnite. In their products, users not only participate in sessions, but also create unique content. Such models may influence the development of interactive gambling products in the future.
The Main Things About Flexible iGaming Technologies
Current industry trends show that, in the long term, operators’ competitiveness will depend less on individual marketing campaigns or technologies. Instead, the focus will shift to quicker and smoother adaptation to ever-changing market conditions.
In this regard, stakeholders should pay attention to the following aspects:
- Cloud infrastructure increases business agility. Examples like Soft2Bet, SPRIBE, and Betsson show how cloud services can help optimise costs, improve productivity, and enable solutions to work across jurisdictions.
- Effective personalisation depends on data quality. Beyond standard audience segmentation, operators should analyse user actions during the current session and employ ML to prepare tailored recommendations.
- AI can foster both engagement and player protection. A shared technology base lets companies create personalised offers, spot potentially risky behaviour, and speed up new product development.
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