Andrés Blanco, Gamanza Engage: “The tools that allow brands to build a unique and innovative relationship with each player are the real game changers”

Andrés Blanco, managing director of Gamanza Engage, explains how new technologies are transforming marketing in igaming and how personalisation has become a key factor in player retention.

Exclusive interview.- That artificial intelligence and advancing technology are redefining the world is nothing new. What is less talked about is how these tools are transforming igaming marketing.

In this exclusive interview with Focus Gaming News, Andrés Blanco, managing director of Gamanza Engage, shares his insights on the rapid evolution of igaming marketing driven by automation and artificial intelligence.

Blanco also explains how technologies like CRM systems, gamification, and hyper-personalisation are levelling the playing field and discusses the growing importance of adaptability, data-driven strategies, and localised approaches in emerging markets like Brazil, offering a compelling look at the future of marketing in the online gaming industry.

In recent years, automation and AI have transformed marketing in igaming. How does Gamanza Engage view this evolution, and what impact is it having on operators of different sizes?

The pace of change has been truly impressive, even for those of us who have been in this industry for years (or decades!). Automation and artificial intelligence are redefining what marketing teams can achieve, and it has taken more than a few by surprise. At Gamanza Engage, we’re seeing growing interest, especially from small and medium-sized operators who, thanks to their flexibility, are adapting quickly and embracing these tools with enthusiasm. Nowadays, a compact team can run advanced strategies that used to be exclusive to large brands with massive budgets. What I’m seeing from mid-sized operators is that David is putting up a good fight against Goliath.

Many emerging brands in LatAm are competing with big operators thanks to technology. What key tools are helping them level the playing field?

The tools that allow brands to build a unique and innovative relationship with each player are the real game changers. An effective CRM system, a solid loyalty program, and well-designed gamification elements help create an authentic, consistent, and personalised brand experience. That enables emerging brands to stand out and build a strong base of loyal players without having to spend heavily on traditional branding campaigns like in the past.

Personalisation has become a key factor in player retention. How can operators deliver a more individualised experience without losing efficiency?

The key is truly knowing your players and being open to experimentation. Real personalisation is born from a curious mindset: test, measure, and refine. To do that, you need tools that enable real-time segmentation and behavioural analysis. Without that tech foundation, it’s hard to scale personalised experiences without sacrificing operational efficiency.

There’s also a fascinating insight from the University of Missouri that illustrates the power of this shift: AI-driven personalised strategies are increasing marketing conversion rates by over 20 per cent, thanks to better alignment between messaging and individual user motivations. This is already changing industry expectations. It’s no longer just about segmenting by age or location, but about understanding gameplay moments, emotional states, and key behaviours to act precisely at the right time. That’s the kind of personalisation that truly moves the needle in retention.

“AI-driven personalised strategies are increasing marketing conversion rates by over 20 per cent, thanks to better alignment between messaging and individual user motivations.”

Andrés Blanco, managing director de Gamanza Engage

With regulated markets like Brazil growing, igaming marketing faces specific challenges. What strategies do you consider essential to succeed in these environments?

In highly diverse markets like Brazil, the smartest move is to start small. Instead of trying to cover the entire country, successful operators are targeting specific niches, regions or segments with less competition where they can specialise, understand the local audience, and grow from there. This strategy allows them to gain traction without spreading themselves too thin or risking large upfront budgets.

It’s said that marketing teams are getting smaller but having a bigger impact. What skills do you think will be essential for marketing professionals in the online gaming industry?

New marketing profiles must be far more versatile. They need to feel comfortable with automation tools, be quick and capable at interpreting data, have critical thinking skills, and a desire to translate brand vision into concrete actions. They should also be curious, organised, and adaptable. Technology doesn’t replace human talent, but it enhances it. And those who know how to harness it will be the ones leading the change.

Gamanza has developed tools like Gamanza Engage. How are these solutions helping operators optimise their strategies and improve profitability?

Gamanza Engage has been an empowering tool for many operators. It’s helping remove the fear of competing against the industry giants. Thanks to our suite, an operator can automate communications, launch gamified missions, manage a loyalty program, and execute promotions with real impact, and all with limited resources.

We like to say that Gamanza Engage is like the Swiss Army knife of igaming marketing: compact, practical, and packed with useful features that work seamlessly together. This gives operators control and agility without needing to rely on multiple disconnected providers or tools. Plus, with our modular architecture, they can start with one area (like CRM or gamification) and expand at their own pace.

Big companies sometimes take too long to react, and that’s giving smaller and mid-sized operators a chance to take the lead.

“Big companies sometimes take too long to react, and that’s giving smaller and mid-sized operators a chance to take the lead.”

Andrés Blanco, managing director de Gamanza Engage

Looking ahead, what trends do you believe will shape the next evolution of igaming marketing?

AI will undoubtedly be the key differentiator. And at Gamanza Engage, we’re staying ahead of the curve thanks to our partnerships with Golden Whale and our own internal developments. These collaborations allow us to offer advanced capabilities in prediction, dynamic segmentation, and automated decision-making.

But the most transformative element will be the hyper-personalisation made possible by AI. It won’t just be about sending a “personalised” message anymore, but adapting the entire player journey: from the missions, they’re presented with, to the rewards they receive, and the exact moment an offer is triggered—everything in real-time, based on their behaviour, preferences, and level of engagement.

It’s an exciting future, and we’re helping our clients get ready to make the most of it.

See also: Juegalo launches loyalty & gamification programme with Gamanza Engage partnership