Viktoriia Yefimenko, CommsHub: “In igaming, the timing is everything”
Shows & conferences - 20 October, 2025
In the latest edition of SBC Summit Lisbon, Focus Gaming News sat down with Viktoriia Yefimenko, CEO of CommsHub, to discuss the company’s all-in-one communication orchestration platform and its specific application within the igaming industry.
Yefimenko began by explaining that CommsHub is designed to provide businesses with superior methods for managing their communications. She noted a positive reception from end-users, which is driving the company to expand its offerings. The product roadmap includes "richer analytics" and "smarter automation to reduce the manual effort," reflecting a core belief that less human intervention is needed in communication management.
The conversation then shifted to the critical nature of timing in the igaming sector. Yefimenko emphasised that speed and reliability are the two main pillars upon which CommsHub is built. She said: “In igaming, probably the message which arrives 30 seconds late might as well not arrive at all.” To prevent such delays, the platform uses real-time analytics to monitor if any routes are slowing down or experiencing issues. Its cascading feature ensures messages continue flowing through alternative channels until they are successfully delivered.
Discussing the unique characteristics of the igaming industry, Yefimenko identified it as being "all about trust and timing." While CommsHub focuses on timely delivery, it also provides tools that cater to building that trust. The platform gives businesses the ability to A/B test their content to discover what resonates best with their users. This allows companies to make informed decisions about their messaging and personalisation strategies.
Yefimenko also detailed the role of analytics in preventing issues before they become significant problems. The system can send various levels of notifications if performance drops, ensuring communication flows are maintained. Furthermore, the analytics module allows clients to see the results of their A/B tests in one place, making the decision-making process more efficient.
Finally, regarding the client integration process, Yefimenko described it as "fairly easy." Depending on a client's development resources, the process can take up to three weeks. However, for companies without available development teams that wish to start immediately, CommsHub also offers an "API-less way to start off."