Mr. Gamble Exclusive Q&A With Shahar Attias, Gamification & CRM Expert at Hybrid Interaction

Is there value in gamifying a space that’s already built on games?

In this exclusive Mr. Gamble Q&A we’re diving into that very question with Shahar Attias, a gamification & CRM expert and CEO at Hybrid Interaction Ltd and a seasoned expert whose sharp wit is only matched by his deep industry knowledge. Having worked over 20 years in iGaming, Shahar is gracious enough to share with us the nuggets of wisdom he has gathered along the way.

Thanks for joining us, Shahar! Can you share the pivotal moment that led you to focus on CRM and gamification?

There was a sudden realization that an informational newsletter boosts the website visits. I have approached management and asked for a team of three people so they could send emails all day long to different groups of players. Now we call this value segmentation, but 25 years ago, there just wasn’t the right term for it.

What inspired you to start Hybrid Interaction, and what was the biggest challenge in launching it?

After having built the CRM departments for three companies which went public (Evoke, Playtech, PokerStars), I decided to do that as a consultant. There were a few challenges along the way, mostly due to our collective paranoia (“I will not share my VIPs with you!”). This led me to adopt a slogan that has stayed with me for decades: consultants who talk do not work.

You’ve worked on over 250 consulting projects, what’s one that stands out as a defining moment?

It’s actually over 300 projects now. I think that being there together with the founder of Pin-up Global, right from the very first moments, is probably a decent achievement. Keeping that level of confidence, even after growing so rapidly, means that, on top of my superb looks, I have also one hell of an experience to offer to our clients.

What trends do you see shaping iGaming in 2025 and beyond?

Less BS and more focus on what actually brings you money. With a saturated competition as it is, operators can not waste their time and budget on inefficient marketing measures. Hence, we will see them investing more in things like CRM, which actually help with efficiency.

How do you think AI will impact CRM and player engagement in the coming years?

AI will redefine the way we all conduct our work. Those who don’t master the art of prompting will sadly be left behind. The same goes for CRM. This revolution will spare no heads, even the prettier ones.

Gamification has become a major focus in iGaming. What makes a loyalty program truly effective?

Gamification has less to do with long-term loyalty and more about extending the current session by a few more minutes or spins. Effective loyalty comes from branding and the value you embed into your offering. Because of this, it is that much harder to automate. It almost always has to be done personally.

What are the biggest mistakes operators make when trying to improve player retention?

They do not hire our agency. Jokes aside, the biggest error would be not focusing on the proper, profit-making KPIs. Without clear goals, you cannot have a clear process.

What’s one lesson from your career that you wish every newcomer to iGaming knew?

Go to a large scale conference at least once. Sit and listen to panels. Read industry news and listen to podcasts. In short, educate yourself before trying to come off as an expert.

What’s your all-time favorite slot game, and why?

Starburst, because of its impact on the industry on so many levels (pun intended).

If you could change one thing about the iGaming industry, what would it be?

I wouldn’t allow people to take a vacation during summer time. It interferes with my business plans.

You’ve made bold moves throughout your career. Do you have a philosophy that guides your decision-making?

No, but I do have public speaking advice: do not be afraid of being a little controversial. A passionately expressed opinion that most people disagree with is far more memorable than a tired platitude.

What excites you the most about the future of iGaming and where you see the industry heading in the next few years?

I’m thinking of myself as the veteran of the industry, as I’ve been doing it since before most of our readers have been born. No other occupation has even managed to keep me smiling like that when I start my day. I simply hope this trend continues.