Andrew Pearson, Founder and Managing Director of Intelligencia, operates at the intersection of analytics, AI, and casino operations, bringing decades of experience working with some of the world’s largest gaming and sportsbook organizations.
In this CasinoRank interview, he shares why market intelligence has become essential to modern iGaming expansion—helping operators move beyond instinct, navigate complex regulatory environments, and make more precise, data-driven decisions in an increasingly competitive landscape.
Why is market intelligence now central to how online casino operators assess expansion opportunities?
The online casino sector has moved beyond the era of swashbuckling bets. The days when operators could enter a new market, cross their fingers, and expect profits are over. Success now requires surgical precision, with market intelligence as the scalpel.
Every jurisdiction has its own rules—local servers, certified games, or partnerships with well-connected entities—while tax rates and licensing fees can shift unpredictably. Market intelligence is the map through this regulatory minefield. Without it, operators are effectively walking blindfolded. It is the difference between entering prepared and facing legal or regulatory risk. It reveals competitors, gaps, opportunities, and where others may be overextended.
According to Grand View Research, the global online gambling market was valued at USD 78.66 billion in 2024 and is projected to reach USD 153.57 billion by 2030, growing at an annual rate of 11.9%. Growth is driven by high-speed internet, smartphone adoption and advanced features like AI, VR, and AR, alongside the rise of low-cost devices and accessible apps. It’s a strong and expanding market—but one defined by tight margins and intensifying competition.
Saturation, Risk, and the Cost of Being Wrong
The low-hanging fruit is gone. Markets are increasingly saturated, taxed, and regulated, and new opportunities in regions like Brazil, Nigeria, Thailand, Eastern Europe, and Latin America require far more than a simple site launch. Understanding a market means assessing payment methods, cultural attitudes, and the regulatory landscape, as seen in localized strategies in emerging markets—whether formal, gray, or restrictive.
At the same time, the modern player is no longer just a “user,” but a data-driven profile. Operators analyze behavioral patterns, game preferences, skill levels, and lifetime value to predict engagement and retention, taking game development to the next level. Market intelligence isn’t just about finding new players. It’s about understanding existing ones deeply enough to anticipate their next move.
The cost of being wrong has skyrocketed. What used to be a manageable loss can now turn into a nine-figure mistake—across licensing, compliance, marketing, and reputation. Market intelligence helps prevent this. It acts as modern due diligence. Gut instinct is no longer enough.
Today’s operators rely on data, dashboards, and competitive insights to make probability-driven decisions. Margins are tight and competition is intense. Those who know more win. Those who guess fall behind.
When evaluating potential new markets, what types of data or indicators tend to be most useful in determining whether a jurisdiction is commercially and structurally ready for online casino operations?
If the regulatory framework—“Is It Legal?”—is red, nothing else matters. If it’s legal, assess whether the market is open, restricted, or prohibited. Review licensing costs, timelines, and compliance requirements. Focus on the total cost of compliance—not just the application fee.
Taxation on Gross Gaming Yield (GGY) is often the single most decisive factor; even small increases can destroy margins, as seen in the UK’s Remote Gaming Duty rise from 21% to 40%, which significantly impacted operators and pushed players toward offshore alternatives. Beyond taxes, operational restrictions must be assessed. Stake limits, affordability checks, and advertising bans can shape viability, with many markets classified as restrictive.
Policy also influences behavior—studies from the 2022 FIFA World Cup show how advertising can increase betting frequency, reinforcing tighter regulation. Political direction matters too, as shifts toward stricter control can turn markets hostile post-entry. Once viability is established, the focus shifts to whether the market is worth the effort.
Commercial Viability and Market Dynamics
This includes analyzing Gross Gambling Revenue (GGR) and growth rates, channelization (regulated vs. black-market activity), competitive concentration, and revenue segmentation across products like slots, sports betting, and table games. A low channelization rate signals strong offshore competition with structural advantages.
The “Can We Win?” question is about execution. Operators must ensure players can fund accounts easily, making local payment methods essential—whether cards, e-wallets, bank transfers, instant systems, or crypto. Infrastructure also matters: is the market mobile-first with strong 4G/5G, or still desktop-reliant, and can it support live dealer games? Understanding player demographics is equally important—who they are, their spending power, and how responsive they are to loyalty programs. Since retention is driven by incentives, without competitive offerings, growth becomes difficult.
Finally, technology and trust must align. Markets may require locally certified platforms, and failure to integrate with local providers or payment systems can derail entry. At the same time, cybersecurity and data protection shape player confidence—markets with past breaches often face lower trust and higher acquisition costs.
In fast-moving, highly regulated sectors like iGaming, where data is abundant but context is critical, how can organisations better use market intelligence to inform strategic planning?
Organisations should not treat market intelligence as a monthly PowerPoint passed from analysts to executives. It needs to be a structured, ongoing process where insights are tested, challenged, and refined before influencing decisions.
The iGaming sector is saturated with dashboards. Everyone has access to similar data—the real advantage lies in interpretation. Data might show that 68% of players use mobile, but strong teams go further: do they actually gamble on mobile or just browse? Are devices compatible? Does the platform perform well on popular local handsets? True intelligence builds over time, moving from descriptive to diagnostic, then predictive and prescriptive insights.
In iGaming, the real challenge is the market itself, constantly evolving regulation, aggressive competitors, and fragile infrastructure. Data is abundant, but context is scarce. The only way to create meaningful context is to rigorously question and challenge what the data is saying.
Market intelligence is not a static report—it’s an active process. It forces organisations to justify their decisions: why this market, why now, and what risks are being overlooked. If an opportunity withstands that level of scrutiny, it’s worth pursuing. If not, it may prevent costly mistakes.
Looking beyond market entry decisions, how can market intelligence support operators in understanding competitive dynamics and market evolution within existing regulated markets?
Market intelligence becomes even more valuable after market entry, particularly in fast-evolving markets where differentiation is more difficult to achieve. It allows operators to understand not only who they are competing against, but how those competitors are performing, where they are overextended, and where opportunities for differentiation exist. This includes tracking shifts in player behavior, changes in acquisition costs, and evolving product preferences.
At the same time, the focus shifts toward deeper player understanding. By analysing behavioral patterns and engagement data, operators can anticipate player actions, optimize retention strategies, and improve overall lifetime value. In mature markets, success is rarely about doing more — it is about operating with greater precision. The advantage does not come from having access to data, but from interpreting it more effectively and acting on it faster than competitors.
Market intelligence, when used correctly, enables that level of precision and becomes a key driver of long-term competitiveness.
With a background in digital media and a keen eye for emerging technologies, Ronaldo bridges the gap between players and platforms through clear, insightful reporting to the iGaming industry.
