Do you believe that, fundamentally, many iGaming products within the modern industry look the same and, if so, why?
The iGaming industry has hit a plateau when it comes to design. Whether it’s a sportsbook or an online casino, everything looks pretty much the same. It all goes back to old-school betting shops and slot machines – because that model still works and drives revenue. The industry thrives on high-risk, high-reward principles – at least when it comes to betting. However, when it comes to business decisions – not so much. There’s no guarantee that a radically different UI or UX would perform better, and no one wants to be the first to gamble on an unproven concept when the existing models are still profitable.
Why isn’t anyone pushing for change?
Of course, shifts are still happening; not necessarily in how platforms look, but in how they function. Operators are asking for more flexibility in customising their frontends, and we see that the ability to tweak and tailor interfaces is highly valued. Some operator-driven innovations, like story-style widget icons, are even setting new trends. Instead of completely reinventing the interface, the real evolution is happening through gamification: making experiences more social, more interactive and more dynamic through new mechanics rather than a full design overhaul.
At GR8 Tech, we’re in tune with this and are giving operators the tools to experiment, adapt and find what works best for their audience. The change might not come as a sudden industry-wide UI revolution but through these small, meaningful shifts in engagement and customisation.
In your experience within the industry, when do you recall the last major shift in online gaming visuals occurring? Do you see any indicators of a similar shift in the near future?
Honestly, I can’t pinpoint the last major visual shift. Players stick to what they know and operators follow the data, not design trends. Even when new players like crypto casinos enter the market, they copy the same old interfaces because they work. As for the future, I don’t see a massive visual revolution happening anytime soon.
In what way – if any – do you believe younger gambling demographics can influence trends within iGaming visuals in the modern industry?
Surprisingly, the different habits and preferences of the younger generation don’t seem to have a major impact on iGaming here, with established practices outweigh emerging trends. Even Gen Z, who grew up on fast-paced apps and interactive content, still adapt to the traditional layout once they enter gambling.
Instead of demanding something completely new, they just go with what’s already there
Not to say they aren’t welcoming changes that align with more mainstream entertainment, or that they wouldn’t prefer new things over what exists now. However, this isn’t enough to drive change from the user side yet. If younger players rejected these layouts outright, things might be different – but, for now, they’re still playing within the existing framework.
Do you think companies who are looking to innovate their iGaming visuals to break away from the norm could, in the long run, potentially hinder their chances of succeeding in localised markets across the globe?
Innovation in iGaming visuals is a bit like reinventing the wheel – do it right and you are a pioneer; do it wrong and you have just made a square. Straying too far from user expectations in specific markets can indeed create friction and no operator wants to gamble on their platform’s success, experimenting at the expense of player satisfaction, when there’s already a working solution. For a true shift to happen, a big-name operator would have to go all-in on a completely new front-end experience – and that’s a bet few are willing to take.
However, many operators opt to refine and optimise, introducing fresh elements while maintaining stability and consistency in an already competitive market. We at GR8 Tech help our clients explore innovation at a comfortable pace, giving them the flexibility to experiment with whatever elements they want without unnecessary risk. Our platform with a no-code modular frontend allows operators to customise without the need for any development. Every widget, layout and navigation element can be adjusted to better fit their brand and target audience. One of our clients, for instance, introduced round widget icons for quick content access, a feature that proved so visually interesting and effective that other operators took notice and followed suit.
The industry mostly sticks to what’s proven
At the same time, we also offer proactive visual refreshes, enabling operators to experiment with new designs and see how they resonate with their audiences. A great example of this is our newly launched exchange-style sportsbook UI, which brings the familiarity of exchange betting into a traditional Sportsbook environment. This feature, we think, demonstrates how UI innovations do not have to be disruptive to be impactful.
Overall, how fundamental are innovative visuals to the success of an iGaming product?
If innovative visuals were fundamental, the industry would have either crumbled or looked completely different today – so the answer is quite obvious. A great design is important, but it’s not the be-all and end-all for success. While a fresh, modern design can attract attention, it’s the overall user experience that matters most. Players want easy navigation, engaging features, and reliable functionality. It’s really the gameplay, social elements and engagement tools that keep players coming back.
In which industry sector of iGaming do you think we are actually seeing the most change at present?
Operators in all verticals are interested in trying new things if given the tools and the opportunity. The real question is whether providers are enabling this demand. For example, our no-code widget-based frontend, as I already mentioned, allows operators to tweak, test and refine their platforms without heavy development work.
When it comes to gamification, suppliers have to make their offerings both smarter and easier to set up, as this helps operators boost engagement with interactive features. Operators are gravitating toward flexibility and we provide the tools to support their innovative ideas. Whether those are small tweaks or bold experiments, we make it easy to evolve without risk.
