Does iGaming capitalise on the technology that envelops the industry? This is the driving force behind Fast Track, which has finalised the integration of Greco in a move designed to complete its full value proposition.
With operational headwinds coming in a variety of shapes and sizes across differing geographies, the company remains focused on simplifying processes for the optimum benefit of its clients.
On a bustling ICE showfloor, CEO & co-founder, Simon Lidzén, casts a glance at what has shaped Fast Track’s future success, and how they’re utilising a key integration and technology to stay one step ahead of the game.
Laying the groundwork
“We are relentlessly focused on our vision,” Lidzén begins, which is centred around digitalising the iGaming industry and delivering the first self-learning engagement platform.
Every single step taken in terms of the innovative journey being worked on is done so to ensure that Fast Track, alongside its roster of partners, are coming one step closer to realising that mission statement.
From introducing the “first real time data platform” ten years ago and offering “unmatched granularity of data” to aid decision making processes, to scaling that with a Singularity model that allows clients to create truly personalised one-to-one experiences.
Into the present and Fast Track AI, billed as “iGaming’s first natural language platform” followed as 2025 drew to a close.
“When we released Fast Track AI in October, we saw huge adoption of the platform straight away,” he explains. “That could be the initial thing that got people curious about what we’re doing in that space.”
“Then when we see people returning that are not just using it once or twice, but it becomes embedded and a daily interaction that means AI becomes embedded into their operational workshop course.”
“I started calling people and I spoke to operators that were using it, and they kept telling me the same thing. It’s been transformative. With a simple question, I can eliminate the time it took for my BI team in order to do the same, to find a cohort in my data or find something very specific.”
“Now they get the answer straight away, and they are all telling me the same story. They’re learning more about the CRM strategies in the space of two weeks than they’ve done in the previous year.”
Elsewhere, an “overwhelming response” regarding a need for promotional engines also captured attention.
In a bid to elevate the customer experience, Lidzén points to real time data integration that made onboarding seamless, with “some incredible success stories” demonstrating “real, tangible results”.
A very exciting piece of technology
The turn of the year saw Greco become a core Fast Track product, following an initial integration some two years earlier. During the interim, the team developed a data science model capable of estimating a theoretical true value for every player.
“This helps establish the element of risk and managing risk in promotions in order to make sure that when you’re scaling with AI you ensure that you do that in a sustainable way, so that you’re not losing all of your money by doing promotions that are not performing very well,” Lidzén notes.
“That’s the kind of pace that people start talking about. It’s hugely exciting.”
Hailed as the ‘solution to scale your bonus strategy’, this development “completes the value proposition”, with Fast Track manifesting CRM strategies to have the right technology to create the required engagement.
“When you embed Greco as part of the Fast Track proposition, you have a team behind you and you get a platform and a technology that looks over everything that you’re offering,” he notes.
“It essentially passes its own recommendations and configures the platform to ensure that you get the most value out of every penny that you invest in promotional spend.”
“For 2026, it’s about putting all of these pieces together to work as one.”
“Getting Greco to be a natural extension of the cost offering as much as embedding the gamification, data and science models that is going on in terms of making life better, having more insights and better CRM in general.”
ICE saw the introduction of a true value model, which is designed to analyse every single intrinsic piece of gameplay that the player has ever placed, which type of game selection, volatility of games, RTP, stake optimisation patterns, how they’re using it and a range of other models around bonus behavior.
Ultimately, through a deeper understanding of how players are activating and engaging in promotions, it arrives at a theoretical true value that informs clients of a statistical merit of a specific user based on gameplay.
“That value will now be embedded as a core driver in how to scale strategies,” Lidzén explains. “You will see things happening that you wouldn’t believe would be possible two years ago. You can have a forecast of the bonus that you’re setting, or the campaign that you’re setting up.
“You will be able to see straight away, this is how this is going to play out on the player base that you’re trying to target with it. It’s going to tell you exactly the return on investment.
“You combine that true value together with everything we’re doing in Rewards and Fast Track, and it’s going to be a very, very exciting piece of technology that is coming out this year. That’s the focus.”
Tech advancements – a superpower for the industry
Technological progression is evident all around us. While this presents countless opportunities for those correctly harnessing its effectiveness, numerous challenges remain.
For Lidzén, what is becoming increasingly more important for organisations is information architecture and the data availability, which is labelled as ‘hitting us in the face a little bit right now’.
“I’ve been promoting that kind of reality for the last 10 years, but we are still in a place right now where a lot of operators are starting to see the true advantage of the technology that is around them,” he says.
“You couldn’t do that before, but unless you have that correct information architecture, the right culture internally and the right data availability, it’s going to be very hard to actually put it to use. We see that as a huge aspect.”
While it seems everyone is keen to adopt the latest AI tech and take full advantage, execution surrounding how you create data science models around players and ensure that the player experience is lifted remains critical.
However, in conclusion, Lidzén rounds things off by looking at a further aspect that is crucial to shaping what lies ahead when it comes to the future of Fast Track.
“Feedback from partners is fundamental in order to be able to drive,” he adds. “When we do development of any new products or any new features, we have an MVP mindset. We want to bring it to market as soon as possible so that we see people’s initial reactions, engagement and feedback in order to evolve that product more.
“Of course we have to solve problems by the end of the day. Digitalising the iGaming industry means understanding what there is to digitalise and what digital transformation you need help with.”