Big data, big wins: Leveraging data analytics for market leadership in iGaming

Elisa Calleja is a Junior Customer Insights and Improvement specialist at LeoVegas and received a Master of Science in Strategic Management and Digital Marketing from the Faculty of Economics, Management, and Accountancy at the University of Malta

As someone deeply passionate about both iGaming and data, I chose to focus my dissertation on how iGaming companies are leveraging Big Data analytics to enhance their marketing strategies and maintain a competitive edge. Through in-depth interviews with professionals in Malta’s thriving iGaming sector, my research explored not just the technologies being used, but also the real-world challenges, human expertise, and ethical considerations shaping this data-driven industry.

What became clear early on is that while every business talks about being “data-driven”, in iGaming, this is a non-negotiable. The sheer volume of customer data generated daily, across platforms, devices, and markets, means that companies can either harness this data strategically or fall behind.

One of the key takeaways from my research was how integral cloud-based tools and data visualisation platforms have become. Technologies like BigQuery, Snowflake and Power BI are now standard in most iGaming companies, allowing teams to store, access, and analyse vast datasets at scale. What is more interesting is how these tools empower departments beyond data analytics – marketers, product managers and executives – to visualise customer behaviour and make informed decisions in real time. This level of accessibility fosters a culture where data is no longer just the domain of analysts but a shared asset driving strategic choices across the business.

However, what truly differentiates market leaders is not just the technology they use, but the talent they invest in. From my conversations, it became evident that the real competitive advantage lies in the people who interpret and act on the data. Skilled analysts, data engineers and business intelligence experts play a critical role in extracting value from complex datasets. Their expertise enables companies to move beyond basic reporting and into predictive modelling, forecasting customer lifetime value (LTV), optimising marketing spend and tailoring player experiences.

One example that stood out was the use of predictive analytics to calculate LTV. By estimating the potential value a player might generate over time, companies can make smarter decisions on acquisition costs and personalised incentives. This is a game-changer in an industry where customer loyalty is hard-won and expensive to maintain. Several professionals I interviewed explained how LTV models now guide not just marketing budgets but also CRM strategies, ensuring that high-value players receive tailored experiences that increase engagement and retention.

Artificial Intelligence (AI) is also becoming a central player in this ecosystem. AI-driven models are being used to predict player behaviour, automate real-time campaign adjustments and personalise offers based on individual preferences. Some companies are even experimenting with AI “co-pilots” to assist in content creation and customer interactions. This not only boosts efficiency but also enhances the customer experience, offering players exactly what they want, when they want it.

Of course, it is not all smooth sailing. My research also highlighted several challenges, particularly around data fragmentation and regulatory compliance. In a sector as highly regulated as iGaming, navigating data privacy laws like GDPR while maintaining effective marketing strategies is an ongoing balancing act. The industry is also grappling with the shift towards a “cookieless” world, which threatens to limit the data available for targeting and personalisation. Leaders I spoke with acknowledged that compliance is not just a legal necessity, it is a competitive differentiator that builds long-term trust with players.

Another recurring theme was the rising cost of data infrastructure. Cloud solutions may offer scalability, but they come at a significant financial investment. Add to that the need for continuous upskilling of teams, and it is clear that succeeding in this data-driven landscape requires both strategic foresight and resource commitment.

What I found most inspiring, however, is the resilience and adaptability of the professionals driving this industry forward. There is a growing recognition that the real power of Big Data does not come from the technology itself but from how companies use it to foster meaningful player relationships, make smarter decisions, and stay agile in a rapidly evolving market.

For business leaders in iGaming and beyond, the takeaway is clear: Investing in the right data tools is essential, but investing in the people and processes that turn data into action is where the real competitive edge lies. As markets become more saturated and regulations tighten, those who can leverage data ethically, creatively, and strategically will be the ones who thrive.