Deepak Shukla is the Founder and CEO of Pearl Lemon Group, the London-based agency group behind Pearl Lemon Games. Unlike mass-market game studios, Pearl Lemon Games focuses on tailored casino experiences built around operator needs, drawing on the wider group’s expertise across marketing, SEO, AI, and business growth to support clients beyond the development stage.
In this CasinoRank interview, Shukla discusses what will define the iGaming industry over the next 12 months, covering the rise of AI-driven personalisation, the growing demand for instant payouts and frictionless onboarding, and the shift toward localised player strategies. Shukla also shares what operators are asking for when they approach Pearl Lemon Games today, and why the studios that focus on understanding their players, rather than chasing the latest trends, are the ones best positioned to grow.
What trends do you think will define the iGaming industry over the next 12 months?
Deepak Shukla: In the coming 12 months, AI-driven personalisation is going to remain a trending topic. Not something that would catch all eyes with its novelty and glamour, but in such areas as retention, support services, and responsible gaming. Operators need to provide more relevant user experience while at the same time complying with increasingly stringent regulations.
There is also a trend toward instant payouts and fast onboarding. Users don’t have a lot of tolerance for tedious registration procedures and long waits for withdrawals. The companies that remove those pain points, without creating security risks, will have an advantage.
Another trend is the move toward more localised strategies. Operators are realising that what works in one region doesn’t always work in another as regulated markets continue to open up. Understanding local player expectations is becoming just as important as scale.
Responsible gaming will stay high on the agenda too. More operators are investing in tools that help identify risky behaviour earlier and support player protection. Partly because regulators expect it, but also because it’s becoming essential for long-term growth.
What types of requests are operators coming to you with most often today, and what do those projects reveal about how player expectations are changing?
Deepak Shukla: Operators aren’t just looking for more content anymore. The thing they are searching for is something that will motivate players to return to the game. The emphasis has been put on player retention, engagement, and unique experience.
There are many games now and thus coming up with just another game is not going to cut it.
We’ve seen growing interest in faster-paced formats such as crash and instant-win games across the industry. How is this trend affecting the types of mechanics and gameplay experiences your clients are asking you to build?
Deepak Shukla: On a broader scale, the move towards faster, easier interactions is clear. Instant feedback is the norm across any online activity, and this extends to gaming.
This is not about building on complexity. It is about developing mechanisms that are easy to grasp, fun to play right away, and rewarding to continue playing.
Pearl Lemon Group has expanded into a range of specialist businesses over the past few years. How does Pearl Lemon Games fit into that wider vision, and what opportunities does that give your clients?
Deepak Shukla: Another strength of Pearl Lemon Games is its ability to draw on a larger team of professionals specialising in marketing, SEO, PR, recruiting, AI, and business growth, apart from game development. Development is not enough.
There is also the need for visibility, user engagement, and sustainable growth, which is where our other strengths become relevant.
If you could give one piece of advice to iGaming operators planning their product strategy for the year ahead, what would it be?
Deepak Shukla: Instead of spending time trying to keep up with trends, you should be spending your time figuring out how to understand your players better. Trends move very fast.
It is the operators who work to make things easier for their users who tend to succeed.
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.
