(AsiaGameHub) –   With iGaming platforms facing an overflow of content, the ability for users to discover games has become a key area for engagement. Vegangster Chief Product Officer Michael Oziransky joins iGaming Expert to discuss how innovative interface designs, insights from data, and operational tools are transforming the player’s path.

He details the move towards more dynamic, efficient, and personalized discovery—from TikTok-inspired scrolling to AI-powered experiences—and what operators must do to remain competitive in a complex market.

iGaming Expert: Most casino lobbies still resemble long slot catalogues. Why has discovery remained such a weak point in iGaming UX, despite advances in AI and personalization elsewhere?

Michael Oziransky: To begin, clear trends are beginning to surface. For instance, we have created our own “Scroll & Play” feature, which offers a different method for content discovery, modeled after TikTok-like interfaces. This is not unique to us; other firms are investigating similar ideas, and the foundational technology is becoming more popular.

The current difficulty lies in merging these new interfaces with conventional casino lobbies. Some operators are taking the bold step of launching brands that are completely based on this format, indicating a potential direction for the market.

Nevertheless, the player’s experience is just one component. The operator’s experience is just as vital. To support video-based discovery, operators require powerful back-office tools to manage and organize content effectively. A primary objective for us this year is converting these ideas into scalable, ready-for-production tools that operational staff can use effortlessly within their current workflows.

iGX: With more and more games overflowing an already saturated market, is content discovery more important than the process of developing the titles itself?

MO: In my view, content discovery does not surpass game development in importance. The game is still the fundamental product. The primary purpose of discovery is to attract players to engage with the games.

Having said that, there are noteworthy trends on the horizon. We are observing an increase in dynamic and even procedurally generated content related to slots, with some suppliers providing tools for easier customization of game elements. The convergence of these trends might adjust the emphasis somewhat, but it is still in the early stages.

iGX: What data signals are most valuable today for understanding player intent in real time?

MO: The answer varies by player segment, but from an operational standpoint, a crucial metric is the duration between discovering a game and placing a real-money wager.

We pay close attention to conversion rates within the discovery process, such as the number of interactions or “swipes” a user makes before choosing a game and betting. This offers a precise measure of the discovery experience’s effectiveness.

iGX: Is content discovery becoming more algorithm-based over time or is human curation still relevant for it?

MO: The strategy is evolving into a hybrid model. For VIPs or established users, human curation continues to be important. Operators have deep knowledge of these players and can craft highly tailored experiences manually.

For the general audience, however, algorithmic suggestions are indispensable. The massive amount of content necessitates automation.

Commercial considerations also factor in, like promotional spots or the strategic highlighting of specific games. In summary, discovery will predominantly use recommendation systems, supplemented by strategic human input where it is most beneficial.

iGX: Vegangster identified the familiarity of scrolling for users and introduced the Scroll and Play casino lobby as a way to innovate the content browsing experience. What other user habits or trends do you see as potential opportunities for the industry to explore?

MO: Substantial potential exists in AI-driven interactions, specifically involving AI assistants, characters, or companions that can redefine user engagement with platforms. This could impact not just navigation but also in-game involvement and wider gamification approaches.

Gamification has been largely unchanged for a long time, typically featuring leaderboards and tournaments, but there is ample opportunity to completely reimagine it. Progress in large language models, particularly concerning voice and interactive capabilities, could lead to more dynamic and absorbing experiences.

iGX: How do you balance the personalization approach with responsible gambling standards?

MO: Fundamentally, responsible gambling is about implementing proper safeguards: self-exclusion options, time limits, and other control features.

Personalization does not alter this principle. No matter what content is suggested, these protective measures must be consistently applied. The same behavioral indicators should activate responsible gambling protocols, irrespective of the discovery method used.

iGX: If you were launching an online casino today, what discovery features would you consider non-negotiable to compete in 2026 and beyond?

MO: For a new casino today, flexibility would be an essential feature. Operators require complete command over the interface, be it a classic lobby or a scroll-based one, to enable continuous experimentation, testing, and optimization.

This adaptability must also apply to the back office, allowing teams to implement modifications rapidly and effectively. A seamlessly integrated ecosystem with all required tools is crucial for agility and performance.

A further significant opportunity involves more effectively blending sportsbook functionalities into casino interfaces. These are frequently separate at present, but incorporating live feeds, betting patterns, and streaming content into cohesive, dynamic interfaces could greatly boost user engagement.