VeliTech’s Mats Lundin on AI in Sales and Why AI-Written Emails Get Deleted | Exclusive Interview with iGaming News Today

Mats Lundin has spent around 11 years in iGaming across game distribution, aggregation, sportsbook, CRM and platform businesses. He recently joined VeliTech as Chief Sales Officer.

In an exclusive interview with iGaming News Today, he set out where AI is genuinely helping commercial teams, and issued a warning about the way most of the industry is currently using it.

AI makes good salespeople better, it does not replace them

“I don’t think AI will replace good salespeople,” Lundin told iGaming News Today. “I think it will make good salespeople more structured, productive and efficient.”

He uses it daily himself, he said, for putting his thoughts into structure and speeding up processes. But he attached a condition that undercuts most AI-first workflows: “you still need to know what you want to say and have the core message right before using AI”.

VeliTech has gone further than tooling. Lundin said the company has replaced its previous CRM with an in-house AI-driven system that he helped build, designed around his own experience of using CRM systems across his career, to make the sales process more structured and data-driven.

The warning marketers should read twice

Lundin was blunt about where the industry is getting AI wrong, and it is in the part every B2B marketing team touches.

“We all receive AI-generated sales emails that are immediately deleted because they feel generic or intrusive,” he said.

His conclusion is the line worth keeping: “AI creates huge opportunities, but we shouldn’t use it in a way that makes customers want to ignore us.”

Why one commercial strategy will not travel

Lundin has opened markets across Africa, Latin America and Europe, and he does not think a single playbook survives the trip.

Europe is the most complex and mature, he said, heavy on regulation, licensing and certification, hard to enter but capable of producing long-term client relationships once you are in. Africa cannot be treated as one market at all: South Africa, Nigeria, Kenya and Ghana differ on regulation, payments, player behaviour and technology requirements. Latin America is relationship-driven and has moved fast, and as he put it, the market people once called the market of the future is now here.

“You cannot copy and paste the same commercial strategy from Africa to Europe or from Europe to LATAM,” he told iGaming News Today, which is why he argues for sales teams specialised by individual market.

What else Lundin covers in the exclusive interview

• How VeliTech positions itself against operators managing multiple standalone suppliers
• What attracted him to the company, and what he prioritised in his first months as Chief Sales Officer
• How regulation changes commercial structure, not just compliance workload
• What high taxation does to the commercial model in a regulated market
• The lesson he took from watching strong companies get caught by smaller ones
• Where he sees AI creating openings in lead generation and business development
  
  

The full exclusive interview with Mats Lundin is published on iGaming News Today.