Michael Baker-Mosley, iGP: “We’ve accelerated the development of promotional and engagement features”

Michael Baker-Mosley, chief marketing officer at iGP, revealed how the company has refocused its approach as a pure B2B provider.

Exclusive interview.- Michael Baker-Mosley, chief marketing officer at iGP, granted an interview to Focus Gaming News in which he revealed details about the company refocusing its approach as a pure B2B provider, its iGaming Deck expansion and its recent additions.

He also shared his vision of how promotional tools serve as a critical component of player retention and overall profitability, how AI continues to add new capabilities for aggregators, and the company’s emphasis on scalability.

How has iGP refocused its approach as a pure B2B provider?

Shifting to a pure B2B model gave us the clarity and focus to support operators with the tools, tech, and flexibility they need to scale fast and sustainably. Our platform is feature-rich, crypto-ready, and all in one place, designed to help operators build powerful gaming experiences that drive player retention and engagement.

We realised that our operating model limited how quickly we could evolve the platform, as it required significant internal resources and often diverted focus from core development. By focusing on B2B, we’ve been able to go all-in on our core tech, the iGaming Platform and the iGaming Deck aggregator, and move much faster as a result.

This renewed B2B focus has enabled us to double down on building high-impact tools that truly move the needle for operators. We’ve accelerated the development of promotional and engagement features like Free Spins Campaigns, Twist of Luck, and multi-brand performance tools. This has given operators greater control over how they drive growth and connect with players.

More than that, we’ve also levelled up our crypto and data intelligence capabilities. From multi-wallet setups and native crypto gameplay to real-time insights via iGP Pulse and AI- powered segmentation and personalization, we are actively helping operators lead the future of iGaming.

iGP’s iGaming Deck continues to expand at quite a pace. How have you kept up the momentum?

We’ve kept the momentum by ensuring we have a product that can scale. iGaming Deck was never just about game volume. Since day one, it’s been about crashing traditional aggregator models by offering a smarter, faster, more flexible alternative.

We knew the opportunity was there, and we were ready for it. From the start, we built iGaming Deck as a scalable business with the right tech, structure, and vision to support long-term operator growth. It now features over 10,000 games from 40+ award-winning providers, has onboarded more clients than ever, and continues to grow GGR consistently across key markets.

Now, operators don’t just get access to thousands of multi-brand games but also a full toolkit: promo tools, analytics tools, engagement tools, and real-time dashboards, all in one place. We’ve followed up exciting tools like Twist of Luck with jackpots, Free Bets, and more, in order to ensure we’re delivering new experiences for our operators to use to engage their players, one tool at a time.

And speed matters. We’ve streamlined the entire process to get brands live in just four weeks with a single API, full documentation, and an intuitive back o ice. From onboarding to optimization, everything is designed for momentum.

In short, iGaming Deck is redefining what an aggregator should be: data-centric, engagement-driven, crypto-ready, and designed to do more than to deliver games. Legacy aggregators had a good run indeed. But we’re not here to play catch-up. We’re here to lead.

What were the most important recent additions?

We’ve been scaling on two fronts: evolving our core platform and expanding the reach of iGaming Deck. The platform is the operational backbone, powering everything from brand management and payments to engagement and compliance. It’s where operators create powerful gaming experiences, all in one place. Then there’s our next-level aggregator iGaming Deck, designed for multi-brand control and crashing the traditional legacy model with smarter integration, deeper engagement tools, and content that performs. This dual focus has driven a wave of recent releases that are already making a di erence to operator performance.

One highlight is Twist of Luck, our customizable fortune wheel builder. It allows operators to tailor everything from wheel layout and rewards to campaign timing and prize probability. With options for free spins, bonus chips, physical gifts, and even manual prizes, Twist of Luck just adds a new layer of excitement and brand personalization that drives repeat visits and session longevity.

We also have iGP Pulse, a data and BI suite offering actionable insights across revenue, conversion, product, geolocation, and acquisition. With the Management Dashboard and KPI Library, operators can drill into data from any angle,  lter by game, provider, or country, and make real-time decisions with con dence.

On the content side, we welcomed Shady Lady to our roster, bringing inventive gameplay and high-intensity storytelling into the mix. We’ve also extended our reach with Tequity Originals, a suite of modern, customizable instant games built for Gen Z and crypto- native players, complete with provably fair models and branded UI  exibility.

“We’ve been scaling on two fronts: evolving our core platform and expanding the reach of iGaming Deck.”

Michael Baker-Mosley, chief marketing officer at iGP.

And for crypto-focused brands, we’ve expanded tools like Cryptonite and El Crypto, each designed to meet the needs of modern players. El Crypto offers a high-end aesthetic, mobile- first UX, and flexible payment architecture. Cryptonite takes it further with multi- wallet switching, native crypto gameplay, bonus system compatibility, and C2F capabilities built directly into the player experience.

We’re also in the final stages of rolling out a powerful jackpot engine, giving operators more flexibility around prize logic, themes, and campaign strategy.

And beyond digital, our retail offering is gaining traction too, especially as we prepare to roll it out in LatAm, giving operators new ways to unify online and o line player engagement.

Whether it’s content, engagement, data, or crypto, everything we’re adding is designed to help operators scale.

How important are promotional features, and how do you keep these competitive?

Promotional tools form a critical component of player retention and overall profitability. At the heart of that lies gamification. Today’s players, especially digital natives, expect meaningful interaction across every digital touchpoint. If your platform cannot deliver that, you fall behind.

That’s why at iGP, we don’t treat gamification as a bolt-on. It’s a core part of the player journey. Free Spins Campaigns, jackpots, tournaments—they’re all fully integrated into iGaming Deck. Operators can con gure these tools quickly, tailor them by market or segment, and monitor impact in real time, all from one back o ice.

Where we push the edge is with Twist of Luck. It is a branded engagement engine. Operators can design their own wheels, control reward logic, and connect it to loyalty tools, seasonal promos, or high-frequency campaigns. It brings the fun, but also measurable performance.

Crypto players bring an even higher bar for engagement. In Web3, loyalty tokens, staking, and NFT-based rewards are the norm. That’s why we built features like El Crypto and Cryptonite to reflect how crypto-first users interact. These tools support multi-wallet setups, crypto-native engagement, and personalised bonus segmentation.

All of this is powered by our BI suite iGP Pulse that gives operators real-time visibility into what works. From player insights to campaign conversion, everything is there to help refine, improve, and scale.

Gamification doesn’t stand still. What excites players today might be invisible tomorrow. That’s why we iterate constantly testing features, gathering feedback, refining before release. Whether it’s jackpots, free bets, or something entirely new, we’re committed to delivering tools that let operators stay competitive and players stay engaged.

Ultimately, it’s about control. Operators need flexibility to tailor experiences, and players want autonomy over how they’re rewarded. At iGP, we’re building for both, one tool at a time.

“We don’t treat gamification as a bolt-on. It’s a core part of the player journey.”

Michael Baker-Mosley, chief marketing officer at iGP.

Do you think AI will continue to add new capabilities for aggregators?

Of course. It’s happening faster than many expect. AI is already impacting every facet of our lives, and that includes how we search, how we shop, and how we play and pay. So when it comes to iGaming, AI helps automate operations and reimage the entire player journey.

The biggest leap is in how we personalise the player experience, not just to serve a static lobby or run generic campaigns. Today, players expect intelligent curation, timely rewards, and content that adapts to how they play.

At iGP, we’re integrating AI. By combining real-time gameplay data with machine learning models, we’re helping operators deliver personalised game recommendations, behaviour-triggered campaigns, and smart bonus logic. It is important to o er each player a smarter, more responsive journey that evolves session to session.

AI is transforming operator-side intelligence too. We’re embedding automated insights across our ecosystem from predictive forecasting and real-time content impact to smart segmentation. So, operators can make faster, sharper decisions with less manual effort.

This is also what powers GamePark, our advanced analytics model that gives operators a full performance lens: see what’s trending, what’s falling short, and which content drives real value across di erent markets and player types. It’s built for proactive campaign planning, smarter curation, and higher impact.

The future of aggregation should be all about putting the right experience in front of the right player at the right time. And AI makes that scalable.

Do you intend to continue focusing on scalability?

Absolutely. Scalability is our design principle. Everything we’ve built at iGP has been engineered to scale with our partners, no matter their size, market, or ambition. Whether you’re a lean startup looking to launch fast with a single casino brand, or an established group managing twenty brands across multiple jurisdictions, we make sure you scale with con dence to grow into your full ambition to become tomorrow’s global leader.

We have big ambitions, and we know our partners do too. That’s why every layer of our platform, from tech stack and tools to templates and integrations, is built to support long- term scalability without adding operational drag.

Our platform is feature-rich, crypto-ready, and all in one place, and that means fewer moving parts, faster rollouts, and a seamless path from one market to the next. Our modular templates, as mentioned previously, are built with scalability in mind.

Beyond the frontend, we give operators powerful tools to manage and grow their operations from a single access point. Our multi-brand deck makes it easy to oversee performance across all brands, while the hourly-updating reporting suite keeps your decision-making sharp and your strategies data-led. And with fast, API-driven integrations, you’re never waiting on tech to catch up with your ambition.

At iGP, we believe scaling a gaming business should feel empowering. That means having full visibility across performance, tools that move at the speed of your players and your ambition, as well as the infrastructure to grow with confidence.