In this interview, B1 (Be One) CCO Max Sevostianov breaks down why differentiation is still iGaming’s biggest unsolved problem — and why two operators can receive the exact same data feed and achieve completely different results. From personalisation to AI-driven content, here’s what the operators who win are doing differently.
The iGaming industry has been talking about innovation for years. What’s actually changing right now — and what new trends are reshaping the market?
The biggest change is that operators are moving from simply offering more content to offering more relevant content. For years, the industry focused on adding new games, markets and providers. Now the focus is shifting to personalisation, automation and speed. Operators want content that reacts to player behaviour, local market demand and real-time events.
AI is also changing how products are created and managed. It can support faster content production, automated trading, risk management, personalisation and player engagement. The next stage of innovation is not just another game or feature. It is building products that can adapt continuously without creating more manual work for the operator.
You’ve worked with operators across different markets. What’s the one problem that keeps coming up — the one nobody has fully solved yet?
The main problem is differentiation. Most operators have access to similar games, similar odds, similar platforms and similar payment methods. It becomes very difficult for the player to understand why they should choose one brand over another. Operators often try to solve this with bonuses, but bonuses are expensive and do not create long-term loyalty.
The real challenge is creating a product experience that feels unique. That means better content selection, smarter personalisation, local relevance and stronger engagement. The industry is improving, but nobody has fully solved this at scale yet.
Sports Data Feed — is a commodity product. Every operator has access to it. So what actually separates the winners from the rest?
The feed itself is only the foundation. The winners are separated by how they use the data. Speed, stability and coverage are important, but they are now expected. The real difference comes from trading quality, risk management, product presentation and the ability to create a better betting experience around the data.
Operators also need flexibility. They need to control margins, markets, limits and content based on their own strategy. Two operators can receive the same data feed and achieve completely different results. The difference is execution: how quickly they react, how well they understand their players and how effectively they turn data into an engaging product.
Operators are increasingly competing on engagement, not just odds. How does AI-driven content change what operators need to offer to stay ahead?
AI-driven content allows operators to become more relevant to each player.
Instead of showing the same events and markets to everyone, operators can create personalised recommendations, dynamic content and more interactive experiences.
AI can also help produce new formats that are available more frequently and are designed around modern player behaviour. Players increasingly expect short, fast and entertaining experiences. They do not always want to wait for a major football match or a traditional sports schedule.
To stay ahead, operators need to offer content that is available at the right time, in the right format and for the right audience. AI makes that possible at a much larger scale.
There’s a usual moment when a new technology stops being “interesting” and starts being “necessary.” Is AI-driven content the next operators’ baseline expectation?
Yes, but it will happen gradually. Today AI-driven content is still seen by some operators as an experiment or an additional product category. Over time, it will become part of the basic infrastructure of the business. Operators will expect AI to support personalisation, content creation, trading, fraud prevention, customer service and player retention.
The important point is that players may not even know that AI is being used. They will simply expect the product to be faster, more relevant and more engaging. At that stage, AI will no longer be a competitive advantage by itself. It will become a baseline expectation. The advantage will come from how well each operator uses it.
B1 has seen the industry from the inside for years. How does that shape the way you approach operator challenges today?
We understand that operators do not need more presentations about innovation. They need products that solve real commercial problems. Because we’ve worked across the full chain — operators, providers, technology companies — we understand every stage: commercial discussions, integrations, compliance, trading, operations, launch.
That changes how we look at a product. We don’t just ask what it does. We ask how fast it integrates, how it performs in a specific market, how it generates revenue and how much operational work it creates for the team.
We don’t start with technology and search for a problem. We start with the operator’s challenge and find the right solution. That experience helps us move faster — and helps our partners avoid the mistakes that slow most projects down.
ABOUT B1 (BE ONE):
B1 (Be One) is a B2B product-focused iGaming company, shaping AI-driven content and real-time sports data infrastructure.
Website: https://b1.global/ai-cricket
LinkedIn: https://www.linkedin.com/company/b1global/?viewAsMember=true
