At the recent 2025 ASEAN Gaming Summit in Manila, the panel “Adapting to Changing Demographics” offered a compelling look at how the iGaming industry is evolving to meet the needs of today’s players.
Moderated by veteran iGaming consultant Alex Czajkowski, the discussion featured Kyle Wiltshire, Founder and CEO of Testa, and Janis Baltalksnis, Sales Lead Asia for SoftGamings. Together, they explored the intersection of product design, technology, and cultural nuance in a fast-changing market.
Czajkowski kicked off by emphasizing the power of localized products. “Players are looking for the right fit online,” he said, pointing to the Philippines as a case study. “Companies like BingoPlus grew fast by getting this right.” He cautioned that offering the wrong games risks player churn, noting trends like color games and crash games for instant gratification. “But what’s next?” he asked, setting the stage for a forward-looking dialogue.
Janis Baltalksnis highlighted the preferences of newer generations. “They want quick, engaging fun – shorter attention spans are the norm,” he said. User-friendly interfaces are critical, he added, with Asian markets favoring minimal registration – often just a phone number and password. Payment solutions are equally vital. “Crypto is the biggest trend,” Baltalksnis noted. “You can’t succeed in many places without it.” Czajkowski agreed, likening its frictionless appeal to WeChat’s seamless environment.
Kyle Wiltshire brought a digital-first perspective. “In developing markets, companies sometimes forget they’re a digital product competing with Netflix and TikTok,” he said. Success hinges on understanding local devices and access habits. “Complex content that works in Europe might flop in Asia on basic mobile phones,” he explained. Operators must align games and payment channels with regional realities.
The conversation shifted to demographics in the Philippines, where Czajkowski described a unique market split: a small elite, a thin middle tier, and a vast lower-end mass market with limited spending power. “You need games that run on cheap devices,” he said, contrasting this with traditional high-roller models. Baltalksnis stressed deeper localization beyond language. “A standard European approach – English plus local payments – won’t cut it in Asia,” he said. Wiltshire echoed this, citing poor translations as a barrier. “Look at Netflix – they nail localization,” he said. “Tie it to a person’s culture.”
Personalization emerged as a game-changer. Czajkowski redefined CRM – Customer Relationship Management – as “Conversion, Retention, Motivation.” “It’s more than emails,” he said. “Real-time, customized messaging across channels keeps players engaged.” Wiltshire drew inspiration from TikTok’s speed. “It queues content instantly – players expect that now,” he said. “Emails won’t move mobile-first audiences.” Czajkowski doubled down: “It’s gotta be fast. Feed them the right thing instantly, like after a bad casino day, with real-time CRM.”
The panel wrapped with Czajkowski’s “Six P’s of iGaming Success” – Product, Processing, People, Personalization, Prioritization, Performance – before adding a seventh: Planning. “You need a good Plan B,” he quipped. Baltalksnis advised new entrants to focus regionally and master traffic generation, while Wiltshire underscored preparation. “Do your homework,” he said. “Those who plan, not rush, win market share.”
The session left attendees with a clear message: adapting to changing demographics means blending sharp localization, swift technology, and thoughtful planning. Wiltshire, Baltalksnis, and Czajkowski painted an industry poised for growth – if it listens to its players. For a room of gambling professionals, it was a timely reminder of where opportunity meets execution.
