Gaming Corps CCO Graham Greensmith on AI and Brand-Led Loyalty | Exclusive Interview with iGaming News Today

Graham Greensmith’s career in gaming began in 2005, in what he calls very humble beginnings, working in and managing bingo clubs in London. He is now Chief Commercial Officer at Gaming Corps.

In an exclusive interview with iGaming News Today, he set out where AI has earned its place in the industry, what actually keeps players loyal, and the one part of the business he refuses to automate.

On AI: “supplement, not replace”

Greensmith told iGaming News Today that much of AI’s value sits in the back end, where players never see it. “With AI it’s about growing the intangibles and impacting tangibility,” he said.

Among the areas he pointed to, the first is lobby positioning. Operators are using AI to personalise which games surface for a given player, based on game metadata combined with that player’s own behaviour.

The second is regulatory. Replicating rules from data produces a consistent application of those rules which, in his words, cannot be questioned when it is presented to a regulator.

The third is production. At Gaming Corps, AI handles the repeated steps in the game production journey, letting the studio adapt its Instant Blitz format to an operator’s own brand IP fast enough that prototypes and tasters become a sales tool in their own right. He was clear it is not only back-end work either, naming design and animation as areas where AI affects what the player actually sees.

He believes it is still early, and too soon to judge how valuable AI ultimately becomes. But he had a warning for anyone waiting it out: businesses “not capitalising on the immediate value of AI are at risk of falling behind, if they haven’t already”.

On loyalty: why Midnite and MrQ are taking share

Asked how gaming companies keep players engaged and build long-term loyalty, Greensmith told iGaming News Today it comes down to delivering value, and pointed to a few factors.

He started with product mix, describing the range of product types Gaming Corps offers so operators can select what fits their own content strategy. He then raised community gaming and, for operators specifically, brand recognition.

That is where he named Midnite and MrQ, two UK operators he says are targeting the mass market and “eating into the market share of some of the tier-one or legacy tier-one operators”. Players having an association with the brand generates loyalty, he said, suggesting it may be something larger operators, particularly those that are less nimble or publicly owned, are going a little stale on.

What else Greensmith covers in the exclusive interview

• Why he believes businesses replacing the human element with chatbots are heading for “inevitable long-term failure”
• What rising taxation and Brazil’s regulatory U-turn mean for the player value proposition
• Why he thinks the industry is in a race to the bottom, and how Gaming Corps is trying to avoid it
• The leadership lessons he took from managing London bingo clubs from 2005
• Where he fears players will go when licensed operators stop delivering value
• The one principle he says has guided his entire career

The full exclusive interview with Graham Greensmith is published on iGaming News Today.