In this episode of iGaming Accent, host Vakho Mdivani welcomes Nona Titanyan, Project Manager of Hybrid Interaction, for a deep dive into the world of CRM, gamification, and operational strategy in the iGaming industry.
The conversation offers a rare look behind the scenes of how modern iGaming operators manage player engagement and compliance across global markets.
Nona’s journey into iGaming began seven years ago at Adjarabet, where she started as a copywriter before moving into CRM and project management. “I didn’t have previous experience with iGaming before joining Adjarabet… The job as such was really interesting and easy for me, but regarding the iGaming experience, I just started to learn when I started to work there.”
After a stint in e-commerce marketing, Nona returned to iGaming with Hybrid Interaction, where she now manages CRM and gamification projects for operators worldwide. “Our company provides managed CRM and gamification services to iGaming operators… We’re basically certified in all CRM tools and operate as either an internal or outsourced CRM team, depending on the client’s needs.”
The discussion quickly turns to the challenges of compliance, particularly in regulated markets such as Brazil. “With Brazil, we’re basically dealing with compliance for a very long time… When you are facing a challenge in iGaming, it’s very tricky because you are coming up with a workaround, then something else comes up, and you need to deal with it.”
Nona explains how gamification – such as using alternative currencies, missions, and mini-games – can help operators navigate strict bonus regulations and still engage players.
When asked about the essentials of a good CRM setup, Nona emphasizes the importance of integration and automation: “If you have a functioning website or application, a complete bonus engine integrated with CRM or a gamification platform, that’s enough to start. But you need to work on the strategy, because even with a full CRM and gamification setup, there are still many improvements needed on the strategy side.”
Nona also highlights a common industry pitfall – investing in top-tier CRM and gamification tools without a clear strategy.
“If you don’t utilize at least 90% of the functionalities, then that cost is not reasonable within the company… Every tool needs a good setup and good usage as well.”
The conversation examines the distinctions between regulated and unregulated operators, as well as the balance between acquisition and retention. “For new casinos, it’s better to start with the strategy and planning of retention, not acquisition. When you have the players, you need to retain them and start from the second point, not the first one.”
She also responded to a question from 1xBet’s Simon Westbury and posed one of his own for the next guest.
To hear the whole conversation and gain even deeper insights, listen to the complete podcast episode of iGaming Accent.
Don’t forget to subscribe to our Telegram channel!
