Viktoriia Yefimenko, Communications Hub: “To stay competitive igaming brands need to rethink their messaging stack”

Viktoriia Yefimenko, Product Manager, Communications Hub, unveils a new platform to optimise messaging for igaming operators.

Press release.- In the race for user engagement, milliseconds matter. So do message deliverability rates, response windows and operational efficiency. In igaming, where attention spans are short and the stakes high, brands are only as strong as their ability to communicate – clearly, quickly and at scale.

But here’s the truth: too many igaming platforms are building their customer communication systems on fragile foundations. Pieced-together integrations. Overpriced service contracts. Siloed providers. And every outage or delay carries a cost, whether it’s a lost deposit, a missed promotion, or worse – an abandoned user.

This isn’t just a tech issue. It’s a business risk.

Why the messaging stack needs a reset

Over the past few years, igaming operators have pushed for marketing innovation: real-time personalisation, gamified loyalty, hyper-local offers. But the plumbing underneath – how messages actually get delivered – hasn’t kept up.

We’ve spoken to dozens of CRM, tech and operations teams and a pattern emerges: the communication stack is often built on aging infrastructure that was never meant to scale in this way. Integrations take weeks or months. Flash calls and SMS delivery are routed manually. Analytics? Fragmented at best. Cost control? Elusive.

And while the user-facing tools are evolving rapidly, the backend tools that power retention and conversion remain static.

Communications Hub: the heart of your messaging operations

At the Communications Hub, we’ve taken a step back and asked: what would messaging infrastructure look like if it was designed today, with igaming’s speed and complexity in mind?

The result is an all-in-one platform that combines SMS, flash calls, alpha name registration and intelligent routing – all from a single interface. But more than just a toolkit, CommsHub is built as the heart of your messaging operations: one that learns, adapts and safeguards your communication flows at every stage.

Viktoriia Yefimenko, product manager, Communications Hub, said: “We wanted to build something that feels simple, solid and ready when you are. Something you can plug into once – and rely on fully.”

With CommsHub, onboarding new providers is drastically faster – down to just 14 days instead of 30-45 on average or more. Traffic automatically switches if one provider fails, eliminating costly blackouts. Real-time analytics flow directly from the source, offering clarity that standard interfaces can’t deliver.

The level of granularity and control allowed by Communications Hub is unmatched – you may shift down to as small as area codes routing and sender ID selection.

Built for those who can’t afford to miss a beat

CommsHub was designed with scale and stress in mind. We’re talking about markets where campaigns happen in bursts, where one dropped message can mean thousands in lost revenue.

Whether you’re a sportsbook preparing for derby day, or a igaming operator launching a high-stakes bonus, you need tools that hold up – technically and commercially.

Yefimenko, said: “Our clients don’t just want another vendor. They want a partner who understands the realities of their day-to-day life. They want flexibility without fragility. And they want visibility without having to fight for it.”

And while our initial focus is on igaming, the challenges we solve are universal across affiliate marketing, e-commerce, fintech and performance-led verticals. Anyone who’s ever tried to juggle multiple messaging providers or waited days for analytics they needed yesterday knows the value of consolidation done right.

Communication beyond integration

Yefimenko said: “We are here to make messaging sense again.”

In September, the Communications Hub team will be participating at the SBC Summit Lisbon. Anyone who’s interested will be able to check out the product.

We believe that communication should be seamless, scalable and smart by design – not patched together on the fly.

It’s time to move beyond the legacy stack. 

It’s time to integrate, communicate and grow.