We speak with Sanjulian Nis, head of VeliEDGE at VeliTech, to learn more about the CRM headaches operators face and how its standalone CRM platform clears them up.

NEXT: CRM is a major aspect of running a successful online casino or sportsbook, but what challenges do operators face when identifying the right platform to power their engagement and retention strategies?

Sanjulian Nis: There are plenty of CRM platforms available to operators, but the majority have been developed for a wide range of industries and not specifically for online gambling. Not only that, but they often come with enterprise-level complexities that bring additional overheads. This means these platforms simply can’t handle the realities of the industry and the unique ways in which operators must communicate with players to keep them engaged with their brands. It’s all about delivering the right message to the right player at the right time, via the right channel, but this requires a sophisticated and capable platform that has been built for iGaming from the ground up.

NEXT: What are the unique challenges that iGaming operators face when it comes to CRM, especially compared to other sectors?

SN: Speed. In this industry, speed is everything, and often the difference between losing a player and keeping them engaged and loyal. Player attention shifts quickly – most can be easily tempted away from a brand by a generous free bets or free spins bonus offer – and that’s why operators must be able to launch campaigns in minutes and not hours. They also need to be able to track, analyse and optimise these campaigns in real-time to maximise performance, deliver the strongest KPIs and ultimately achieve the highest ROI on spend. This is an industry where churn remains high, and to combat this, operators must communicate with players authentically, add value to their experience through personalised messages and promotions based on their activity, and engage them at precisely the right moment and via the channels where their attention can be found.

We can also note that highload remains a key challenge. Compared to many other industries, iGaming generates significantly higher volumes of activity and events. Player engagement is not evenly distributed throughout the day — there are peak hours when platforms receive tens or even hundreds of thousands of events per hour. In total, this means we are constantly processing tens or even hundreds of millions of events every day.

NEXT: What should operators look for in a CRM platform to ensure they can overcome these challenges?

SN: They need to identify a platform that provides speed along with the ability and the reliability to work with highload that ultimately gives peace of mind. With VeliEDGE, for example, an operator can get a campaign up and running in five minutes or less. It also offers ready-to-use templates that have been battle-tested so that operators can cook up successful engagement campaigns straight out of the box. Finally, it offers real-time tracking so that operators can see results instantly with crystal clear analytics that allow them to optimise and make changes in real-time – this includes putting the metrics that matter the most, such as GGR, MAU, WAU, DAU and engagement trends – in plain sight. In short, they need to look for a CRM platform that’s simple, fast and built specially for the iGaming industry – and that’s exactly what they get with VeliEDGE.

NEXT: Why should operators switch to VeliEDGE, especially when most fear migrating to new solutions?

SN: As I’ve said, most CRM solutions drain an operator’s energy because they haven’t been built specifically for the iGaming industry. But VeliEDGE has. We actually built it for our own iGaming brands, tested it across real markets, and then made it available to other operators. With VeliEDGE, we keep things really simple, starting with a smooth migration – operators can switch from their old CRM with no downtime and no stress. VeliEDGE is easy to use, too, and even a new hire can launch campaigns in minutes, keeping control in the hands of the marketing team and not developers. Our platform covers data-driven retention, player journeys and gamification — all in one place. So, there is no need to juggle five different tools and invoices. Finally, it’s built to scale. Unlike others, we don’t charge for every new workflow, so operators can super-charge growth without hidden costs.

NEXT: How does VeliEDGE sit alongside your other B2B products and solutions by VeliTech?

SN: At VeliTech, we deliver technology proven in the world’s most demanding markets. From a no-code CRM and iGaming core system to a game aggregation platform, premier sportsbook, and payments, the integrated VeliTech product suite covers every aspect of iGaming operations. Today, VeliTech serves more than 40 million players across the globe, handling 100 million bets per month with an uptime rate of 99.99%. But what really sets it apart is the deep level of customisation and localisation, and the suite of gamification tools it comes with. Of course, operators can take all VeliTech solutions, or the ones they need the most.

NEXT: What do you mean by your ecosystem is “battle tested”?

SN: Before VeliTech existed, we were just a team of developers within a larger iGaming group, supporting brands in diverse ultra-regulated markets like Congo, India and Denmark. Each market came with unique challenges — regulations, payments, and player behaviours, and when no existing platform met our needs, we built one ourselves. Our brands became co-creators of what would become our iGaming core system, shaped by the daily realities of running businesses in these markets. That’s how VeliTech was born — a product ecosystem created from the ground up to support brands at every stage, from launch to growth. We don’t just develop solutions, we operate them daily across our own portfolio of brands – this means that when an operator joins forces with VeliTech, they gain access to platforms tested by millions of players across core emerging markets, including Africa, Asia and LATAM. Now, when we work with operators in these markets, we bring that same spirit of partnership and understanding. We know the challenges because we’ve faced them ourselves. And we know what it takes to turn those challenges into opportunities for growth.

As head of VeliEDGE, Sanjulian Nis drives the strategy, delivery, and continuous innovation of our no-code CRM platform. With 10+ years across management and IT development, he blends product leadership with hands-on technical insight to solve real operator challenges in iGaming.

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