Tomasz Przybylowicz on BetterThanTraffic’s New Approach to iGaming Conversion

Tomasz Przybylowicz, CEO of BetterThanTraffic, is focused on a part of the acquisition funnel that many iGaming operators still struggle to fully understand: the anonymous visitors already arriving on their websites. Better Than Traffic analyses behavioural signals from unregistered users to identify intent, segment audiences and personalise communication at the moments when visitors are most likely to register or make their first deposit.

In this CasinoRank interview, Przybylowicz discusses why engagement matters more than simply generating additional traffic, what operators can learn from the behaviour of anonymous visitors, and how real-time personalisation can turn existing acquisition spend into more registrations and FTDs. He also explores the changing relationship between affiliates and operators, the role of AI in personalisation, and why the next phase of iGaming acquisition will increasingly focus on extracting more value from the traffic operators already have.

From your experience working with operators, what have you learned about what actually makes an unknown visitor convert? 

Tomasz Przybylowicz: Engagement. The key to converting unregistered visitors to register users (and ultimately first-time depositors) is understanding what they are interested in and personalizing the offer based on their behavior before registration.

In other words you need to identify which users to engage, determine the right moment to interact with them, and decide what message or offer to present.

You have recently highlighted the gap between what operators know about registered players and what they know about anonymous visitors on their websites. Why does this gap remain so significant in iGaming? 

Tomasz Przybylowicz: Smart operators know their existing players very well, but they tend to pay far less attention to the rest of their website visitors – the unregistered segment, which can account for up to 96% of all traffic.

We know very few operators that properly analyze the acquisition side of their websites or use dedicated tools to optimize the registration process.

Better Than Traffic analyses behavioural signals such as engagement, navigation, hesitation and registration interruptions to identify moments when a user is most likely to convert. Which behavioural signals tend to be the most valuable? 

Tomasz Przybylowicz: The most important signals are the visitor’s level of engagement and the context in which that engagement occurs. To use a real-world example, it is not a good idea to approach a customer the moment they enter your store and immediately ask, “How can I help?”

It is much better to wait and observe how they move around the store: which aisle they choose, which products they look at, and which items they pick up. Once you have gathered real-time data about their interests and level of engagement, you can approach them at the right moment with an offer that is relevant to their specific context.

You recently spoke about the future of affiliate marketing at iGB L!VE. How do you see the relationship between affiliates and operators evolving as the industry moves beyond measuring clicks and registrations towards understanding the quality and value of the players being acquired? 

Tomasz Przybylowicz: Trust and transparency are essential for successful cooperation. To make this work, we need to remember that this is a genuine partnership.

Our responsibility is to deliver high-quality registrations, while the operator must ensure that the rest of the funnel works smoothly so these users do not get stuck at the payment stage when attempting to make their first deposit. Both parties share responsibility for the final result.

How can operators use behavioural data and AI to make player journeys more relevant without making personalisation intrusive? 

Tomasz Przybylowicz: Good personalization is never intrusive. If a visitor finds it annoying, it means it has been done incorrectly. Personalizing communication with registered players based on their activity and experience on the website is relatively straightforward.

Personalizing it for unregistered visitors is a different challenge, and this is where operators still have room for improvement. The best approach is to focus on users’ behavioral signals and tailor your message to what they genuinely want and when they want it.

Better Than Traffic’s proposition is ultimately about getting more value from traffic operators already have rather than simply acquiring more of it. Where do you see the biggest untapped opportunities today across the journey from first website visit to registration? 

Tomasz Przybylowicz: The greatest untapped potential lies among visitors who leave the landing page and return to the main website. These visitors require a more personalized, one-to-one approach, and the website needs to respond to their interests and intent.

From the very first visit, the operator should monitor and score the behavior of unregistered users to determine which scenario is most appropriate for each visitor and guide them toward registration and, ultimately, their first deposit.

Looking ahead to the rest of 2026, what do you think will fundamentally change the way iGaming operators approach acquisition and conversion — and where does Better Than Traffic see the biggest opportunity to lead that change? 

Tomasz Przybylowicz: Acquisition and conversion are in our company’s DNA.

The next major shift in iGaming won’t be about buying more traffic—it will be about generating more value from the traffic operators already have.

That’s where Better Than Traffic comes in: incremental FTDs without additional traffic. More new depositing players with virtually the same acquisition budget.