Technology is rapidly transforming the gaming marketing landscape, shifting from traditional approaches to data-driven strategies emphasizing precision and personalization.
During the 2025 ASEAN Gaming Summit on Wednesday, Eoin Kirwan of Ionic Group highlighted the overall change in a panel titled “The Future of Gaming, Technology, and Advertising.”
“The consensus of the user is changing,” Kirwan remarked, setting the stage for a discussion that explored how evolving consumer behavior is pushing marketers to adopt more targeted and personalized strategies.
Kirwan highlighted the flaws in conventional advertising platforms, citing inaccurate data and evolving user preferences.
“Most advertising platforms are broken,” he asserted, noting the growing influence of trusted influencer reviews over traditional ads. This shift demands a move away from cost-centric models like CPC and CPA toward more strategic, personalized engagements. “We’ve had to completely switch our strategies — from CPC and CPA to being more personal and strategic about what we do,” Kirwan explained.
Max Tesla, CEO of Blask, noted the critical role of data and AI in navigating this evolving landscape. He stressed the importance of understanding competitive dynamics and brand valuation through meticulous data analysis. “If the data isn’t good, you can’t be sure what you have is correct,”
Tesla warned, reinforcing the ‘garbage in, garbage out’ principle. He described AI as the driving force behind personalization, moving beyond segmentation to anticipate and cater to individual player preferences. “AI is the superpower behind personalized experiences,” Tesla stated.
Dan Morrison from Fast Track echoed this view, advocating for the actionable use of data to drive player conversion and loyalty. He underscored the value of real-time data in responding to player behavior, enabling operators to turn potential losses into positive engagements.
Dan Morrison, Director of New Business, Fast Track
“When it comes to real-time data, it’s very hard to find,” Morrison admitted, acknowledging the technical and commercial challenges. Nevertheless, he emphasized its necessity in today’s fast-paced environment. “You need specialists in conversion, loyalty, and player care,” Morrison added.
The panel also explored the nuances of targeted advertising, emphasizing the power of influencers and AI to break through the noise of traditional ads. Kirwan highlighted the shift away from intrusive pre-roll ads toward authentic, engaging content delivered by trusted voices. Tesla expanded on AI’s role in hyper-personalization, advising operators to understand the technology behind their tools to ensure effective implementation.
For startups, the panelists shared practical insights. Tesla advised adopting a data-driven approach to market analysis, while Kirwan emphasized the value of mentorship to navigate industry complexities. Morrison stressed the importance of strong retention and risk management strategies to mitigate player churn and fraudulent activities.
“There’s one thing about getting traffic through your front door,” Morrison remarked. “It’s another thing entirely to keep that traffic engaged.”
The panel also addressed the diverse Asian market, stressing the need for localized strategies. Data insights revealed that localization is not just a bonus — it’s essential. The panelists warned that a one-size-fits-all strategy is destined to fail. “Understanding localization strategies at their core is key,” Kirwan emphasized. “What you advertise here (Philippines) is completely different from what you advertise in Japan.”
