Milena Tsankarska, Strategic Adviser & Business Development Manager at Cards Print, has built extensive experience across gaming, fintech, international business development, and industry networking. Through her work with the company with a primary focus on the Bulgarian market and the wider EMEA region, she is helping to position Cards Print as a provider of premium card solutions, loyalty systems, and player identification products serving both land-based and online gaming operators. Her recent participation in major industry events, including ICE Barcelona, COS in Thessaloniki and Future Gaming Expo in Belgrade, reflects the company’s growing visibility within the global Gaming industry.
In this CasinoRank interview, Milena Tsankarska discusses how operators are approaching player loyalty and personalization, the increasing importance of Omni channel gaming experiences, and the role of AI and responsible gaming in shaping long-term player engagement. She also shares her perspective on emerging industry priorities, evolving operator expectations, and where Cards Print sees future opportunities within the global gaming market.
Cards Print is expanding beyond premium card and identification solutions into iGaming. How are operators using loyalty and personalization to strengthen player retention and VIP engagement?
Milena Tsankarska: Player retention and VIP engagement have become strategic priorities for operators as customer acquisition costs continue to rise across both online and land-based gaming sectors. Today’s operators are looking beyond traditional loyalty programs and focusing on creating personalized experiences that make players feel recognized, valued, and connected to the brand.
We are seeing increasing demand for integrated loyalty solutions that combine physical and digital touchpoints, allowing operators to reward players seamlessly across their entire ecosystem. Personalized offers, tiered VIP programs, exclusive access, cashless solutions, digital identification, and data-driven rewards are becoming essential tools for enhancing player engagement and long-term loyalty.
At Cards Print, we support this transformation through high-quality identification, loyalty, access control, and VIP solutions that help operators strengthen their customer relationships and elevate the player experience. Backed by more than 17 years of industry expertise and clients in over 40 countries, we combine premium production capabilities, in-house design support, and a flexible approach tailored to each client’s needs.
Ultimately, successful loyalty strategies are no longer just about rewards – they are about creating meaningful, personalized experiences that build trust, increase retention, and foster long-term brand loyalty.
You recently attended major gaming gatherings in Belgrade alongside other international industry events. What were the biggest trends or operational challenges operators seemed most focused on during those conversations?
Milena Tsankarska: Several key trends are currently shaping the future of the gaming industry, and they were consistently discussed at the major industry events I attended this year, including Barcelona, Thessaloniki, and most recently, Belgrade.
Artificial Intelligence remains one of the hottest topics, particularly in the areas of personalization, customer retention, fraud detection, risk management, and operational efficiency. Operators are increasingly looking at AI-driven tools to better understand player behavior and deliver more tailored experiences while optimizing internal processes.
Regulation continues to be another major focus. Markets across Europe and beyond are introducing new compliance requirements related to AML, player protection, advertising restrictions, data security, and responsible gaming. Operators are investing significant resources to remain compliant while maintaining competitiveness and innovation.
Responsible Gaming has evolved from being simply a regulatory obligation to becoming a core business strategy. There is growing collaboration between operators, suppliers, regulators, and industry organizations to develop more effective player protection tools while ensuring sustainable industry growth.
Another important trend is the growing demand for omnichannel customer experiences. Operators are increasingly seeking ways to connect their online and land-based operations through integrated loyalty programs, cashless solutions, digital identification, CRM systems, and personalized rewards.
From an operational perspective, many companies are also facing challenges related to increasing acquisition costs, customer retention, cybersecurity threats, payment optimization, and the need to differentiate in highly competitive markets.
Overall, the industry remains highly innovative and resilient. The companies that successfully balance technology, compliance, responsible gaming, and customer experience will be best positioned for long-term success.
With experience across gaming, fintech, and business development, how has the convergence of payments, player data, and loyalty technology changed what operators expect from partners?
Milena Tsankarska: The industry has become far more interconnected than it was a few years ago. Through my experience in gaming, fintech, and business development, I have seen operators shift from looking for individual products and services to seeking strategic partners who can help connect payments, player data, loyalty, and customer engagement into a seamless ecosystem.
Today, operators are increasingly focused on personalization, retention, and operational efficiency. They expect partners to provide not only technology but also expertise and innovative solutions that help them better understand player behavior, optimize loyalty programs, and deliver a consistent experience across both online and land-based channels.
Ultimately, the most successful partnerships are those that combine technology, data, and customer experience to create long-term value for both operators and players.
As AI-driven personalization advances, how can operators balance stronger player engagement with responsible gaming and long-term trust?
Milena Tsankarska: Responsible gaming has been a central part of my professional journey for many years, including my work with the Responsible Gaming Foundation and various industry initiatives focused on education, awareness, and the implementation of best practices across both land-based and online gaming sectors.
Today, the conversation has evolved significantly. While AI and advanced data analytics provide operators with unprecedented opportunities to personalize the player experience and improve customer engagement, these same technologies must also be leveraged to strengthen player protection. AI should not only be used to optimize marketing and retention but also to identify potentially risky behavior patterns, support early intervention mechanisms, and promote safer gambling practices.
The most successful operators will be those that view responsible gaming not simply as a regulatory requirement, but as a long-term business strategy. Sustainable growth can only be achieved when player wellbeing remains at the center of the business model. Transparency, responsible communication, effective self-exclusion tools, affordability monitoring, and proactive player support are becoming increasingly important elements of a modern gaming operation.
Building trust requires a balanced approach where innovation, personalization, and commercial objectives are aligned with ethical standards and player protection measures. By fostering collaboration between operators, suppliers, regulators, technology providers, and industry organizations, we can continue to raise standards and create a safer, more sustainable gaming ecosystem that benefits both businesses and players in the long term.
Cards Print works with both land-based casinos and digital gaming businesses. Are you seeing stronger demand for Omni channel experiences that connect physical casino loyalty programs with online player ecosystems?
Milena Tsankarska: Absolutely. One of the strongest trends we are seeing across the gaming industry is the growing demand for seamless player journeys that connect the physical and digital worlds.
Today’s players expect a consistent experience regardless of whether they engage with a brand in a land-based casino, through a mobile app, or on an online gaming platform. As a result, operators are increasingly investing in integrated loyalty ecosystems that allow players to earn, redeem, and manage rewards across multiple channels through a single customer profile.
This is where solutions such as loyalty cards, digital wallets, cashless payments, player identification technologies, CRM integrations, and personalized reward programs become increasingly important. The objective is not only to improve customer convenience but also to provide operators with a more complete understanding of player behavior and preferences.
At Cards Print, we are seeing growing interest in technologies that bridge the gap between physical venues and digital platforms. Operators are looking for solutions that enhance customer engagement, strengthen loyalty, and deliver a more personalized experience while maintaining security, compliance, and operational efficiency.
The future belongs to operators that can successfully create a unified ecosystem where technology, loyalty, payments, identification, and customer experience work together seamlessly across all touchpoints.
Which practical AI applications do you believe will have the biggest impact on operators over the next few years?
Milena Tsankarska: I believe the biggest impact will come from AI-powered personalization, predictive analytics, customer retention, fraud detection, and operational efficiency. AI will help operators better understand player behavior, deliver more relevant experiences, and make faster, data-driven decisions.
At the same time, AI will play an increasingly important role in responsible gaming, compliance, and risk management. The operators that successfully combine innovation with player protection and trust will be best positioned for long-term success.
Looking ahead, what are the main strategic priorities for Cards Print within the gaming industry, and where do you see the biggest opportunities for growth and innovation in the evolving iGaming market?
Milena Tsankarska: One of our main strategic priorities at Cards Print is to continue evolving from a premium card and identification provider into a broader loyalty and technology solutions partner for the gaming industry.
We see significant opportunities in the integration of land-based and online gaming through loyalty programs, digital identification, personalized rewards, and omnichannel player experiences. Another major trend is the growing use of AI, which is transforming how operators understand player behavior, improve retention, and deliver more personalized customer journeys. At Cards Print, we are already implementing and exploring AI across our services and internal processes to increase efficiency, accuracy, and responsiveness.
To support these developments, we continue to expand our portfolio beyond traditional card manufacturing. Alongside our premium identification, access control, VIP, and loyalty solutions, we are also exploring opportunities to offer Spotlight Loyalty CRM, a powerful platform that enables operators to manage loyalty programs, player segmentation, targeted promotions, rewards, and customer engagement through a single integrated solution.
Innovation, security, flexibility, and design excellence remain at the core of our business. As we proudly celebrate 18 years of excellence this year and serve clients in more than 40 countries, we remain committed to helping gaming operators strengthen player loyalty, improve retention, and create exceptional customer experiences.We believe the future of the industry will be shaped by the successful integration of technology, data, loyalty, and personalization, and Cards Print is proud to be part of that transformation.
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.
