Ahead of the upcoming SBC Summit Malta, iGaming Expert caught up with Bilyan Balinoff, Co-founder of Vegas Legends, to discuss his key objectives for the event and the future of iGaming technology and innovation.
He revealed why retention is the new acquistion, the opportunities that effective personalisation offers to operators and why working with Soft2Bet is “an absolute blast”.
What elements of SBC Summit Malta work so well for your organisation, and why is it important for you to be there this year?
SBC Malta is where serious players meet – not just to talk business, but to shape the future of this industry. For us it is the playground where deals are sparked, trends are born, and legends connect. Vegas Legends moves fast – and we need to be in rooms full of energy, ambition, and the kind of madness that leads to magic. That’s why we’re here.
What’s your key objective at this year’s event and what are the main products/services you’ll be promoting?
We’re here to do what we do best – disrupt the norm and bring real value. This year, it’s all about showcasing how Vegas Legends is redefining multi-brand strategy, backed by a rock solid tech core and a data-first mindset.
What would you highlight as the biggest opportunity in the betting and gaming industry over the next couple of years?
Personalisation. Full stop. The days of one-size-fits-all are done. The brands that win in the next 2-3 years will be the ones that treat every player like a VIP, every time. Think: dynamic content, real-time engagement, and an emotional connection – not just flashy promos.
What elements of your business do you feel are best placed to take advantage of that opportunity?
We’ve built Vegas Legends with flexibility at its core. Multiple brands, one agile brain behind them all. Our edge? Speed + creativity + tech. We can pivot fast, customize fast, and execute even faster. We don’t just have a team – we have a storytelling squad. And that’s what personalisation is really about.
What areas of the business should we be looking to for innovation in the next 12 months?
Retention is the new acquisition. Everyone talks about growth, but very few talk about keeping that growth. We’re innovating around loyalty systems, predictive engagement, and gamification layers that actually feel fun – not forced. Our goal: to make players want to stay, not just be lured back by another bonus.
What new technology do you feel will have the biggest impact for stakeholders?
AI is the obvious answer – but not just for buzz. The impact will be felt in CRM, in player protection, in content curation. The operators that master AI not just for automation, but for connection, will leave everyone else in the dust.
What core challenges do you help solve for your customers/partners?
Simple: how to stand out when everyone’s shouting. We help partners cut through the noise with strategy, speed, and execution. Whether it’s brand positioning, player lifecycle, or operational flexibility – we come in and unlock momentum.
Who have you especially enjoyed working with over the past year (partner/client) and why?
Honestly, Soft2Bet has been an absolute blast. It’s rare to find a tech partner that matches your pace and vision. Zero bureaucracy, just solutions and action. That’s our kind of vibe.
Can you tell us more specifically how you worked with that partner and how the relationship is developing?
We went deep on CRM. The synergy’s strong, the trust is real, and we’re both invested in the long game. No fluff – just fire.
What are you hoping to learn from the conference at SBC Summit Malta and which elements of the agenda will you be focusing on the most?
I’m here to learn what’s next. AI, affiliate evolution, player. I’ll be tuning in to anything that’s future-facing and brutally honest. I want real insights, not recycled ideas. And most of all, I’m here to meet the people who are as obsessed with this industry as I am.
Source: iGaming Expert
