In an iGaming Real Talk interview in Dubai, the firm says the tool reads player emotion and context to guide operator actions.

SoftConstruct AI has unveiled RecSys, an AI Game Recommendation System, during an exclusive iGaming Real Talk interview recorded at AIBC Eurasia in Dubai on Thursday 30th April.

Mushegh Khachatryan, Chief AI Officer at SoftConstruct AI, said RecSys is designed to move beyond traditional recommendation models by interpreting player emotions in real time and accounting for context, with the goal of suggesting “the next best action” for operators. “You can understand your customer’s emotions in real time and suggest the next best action. We are building intelligent systems which can reason and act.”

Khachatryan said SoftConstruct built an AI Center of Excellence by hiring talent from outside the iGaming sector, and described RecSys as part of “production-ready agentic AI” intended to support personalised campaigns and decision automation. Surya Palli, host of iGaming Real Talk, said: “SoftConstruct is essentially building a Netflix-style personalised experience for the iGaming industry, where every player gets a lobby made just for them.”

Responsible gaming was also discussed, with the company claiming AI can detect risky behaviour faster and more consistently than human teams, and recommend timely breaks while balancing player protection with sustainable growth.

Khachatryan also stressed the need for explainable, controlled deployment. “AI should help teams perform five times better rather than replace them… Without proper boundaries, short-term momentum boosts with AI can actually hurt your company in the long term.” The company said operators can manage campaigns, personalisation and risk through chat interfaces, with at least 85% accuracy “from the first interactions,” and directed viewers to the full interview on the iGaming Real Talk YouTube channel.

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In the fast-paced environment of digital businesses, communication isn’t just a utility – it’s the heartbeat of the business. Whether it’s a high-stakes trade confirmation or a time-sensitive user’s notification, a lost message is often a direct precursor to lost revenue. Today, we sat down with Bohdan Bulatsan, CTO at CommsHub to discuss why the industry is shifting away from traditional messaging setups toward a more resilient, “strategic redundancy” approach. We explore how CommsHub is redefining delivery standards through intelligent routing and financial transparency.

In the high-stakes world of digital businesses, we often talk about “guaranteed delivery,” but the reality of infrastructure is that things break. From a technical leadership perspective, why is the “Single Vendor” model becoming a terminal risk for modern enterprises?

That’s right. No technical system is infallible. Downtime and glitches are inherent to infrastructure; the real differentiator is how you manage those failures to protect the business. Relying on a single vendor creates a “Single Point of Failure.” If that one provider goes down, your entire operation grinds to a halt.

At CommsHub, we address this by implementing a sophisticated provider cascading system. This architecture ensures that if one path is blocked, the traffic finds another. By eliminating the reliance on a single provider, we transform communication from a financial gamble on uptime into a stable, predictable business process.

CommsHub moves the conversation from “sending messages” to “strategic redundancy.” Can you walk us through the logic of your automated routing – how does the platform decide which path a message takes in milliseconds to ensure the highest delivery rate?

Our cascading logic functions as an intelligent safety net. When our system detects a failure signal from a provider, it triggers a reaction in milliseconds. The mechanism immediately consults a predefined routing roadmap and reroutes the message through the next optimal path in the chain.

Crucially, we allow clients to configure response wait times in both static and dynamic modes. This is a game-changer for businesses where speed is as vital as the delivery itself. Ultimately, our system is built for flexibility; we don’t just send messages – we architect a logic that supports virtually any messaging scenario a business requires.

Integration speed is often a bottleneck; you’ve managed to cut the industry standard from 45 days down to just 10. How does this technical agility impact a brand’s ability to scale into new, unpredictable international markets?

In the modern economy, standing still is the same as moving backward. Our clients are constantly expanding into new geographic territories and they need a partner that moves at their speed. By shrinking integration time to around 10 days, we allow businesses to respond to market opportunities almost instantly.

Our priority is the continuous onboarding of validated providers. This doesn’t just give our clients access to new GEOs; it gives them the power of choice within their existing markets, ensuring they always have the most competitive and reliable options available.

We’ve seen that “lost messages” translate directly to “lost revenue.” How does CommsHub’s unified dashboard bridge the gap between technical delivery logs and the financial transparency that C-level executives need?

Data is only useful if it’s actionable. C-level executives need to see the “why” behind the spend. The CommsHub analytics module is divided into two pillars: Performance and Finance.

The Performance section allows teams to monitor delivery rates and message statuses by country in real-time. Meanwhile, the Financial section provides total visibility into spending, broken down by provider and region. This bridge between technical performance and cost-efficiency allows Finance and Marketing departments to make data-driven decisions rather than educated guesses.

Looking at the mission of CommsHub – to make communication “simple, clear and predictable” what is the one technical myth about bulk messaging you want to debunk for businesses currently struggling with delivery stability?

The most dangerous myth is the belief that finding one “perfect” or “premium” provider is enough. The reality is that no provider – regardless of their size – is immune to regional outages, regulatory shifts or sudden performance drops.

If you want stability, stop looking for the perfect provider and start building a resilient strategy. True reliability comes from intelligent routing, multi-vendor redundancy and the ability to adapt to changing conditions in real-time. That is the mission we fulfill at CommsHub.

As we’ve discussed, the transition from a single-vendor dependency to a diversified, intelligent routing system is no longer a luxury – it is a necessity for survival in high-growth sectors. CommsHub continues to lead this charge, proving that when technical agility meets financial transparency, businesses can scale without the fear of silence. For those looking to turn their communication infrastructure into a competitive advantage, the path forward is clear: prioritize resilience over the illusion of a “perfect” single source.

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Traffy, a performance marketing agency specializing in in-app traffic, together with Traffy media buyers, prepared this material to share practical insights, testing experience, and scaling strategies in the iGaming vertical.

iGaming Campaign Overview: Scaling Strategy and CPI Optimization

In the gambling vertical, the Traffy team faced a typical growth challenge: how to scale campaigns without losing control over CPI and without sacrificing traffic quality.
The main goal was to reduce CPI while maintaining conversion rates to registration and deposit. Special attention was given to the scaling phase and subsequent campaign relaunches, where performance most often begins to degrade.

Before implementing the new strategy, single-format, unique gameplay creatives were used. While effective initially, this approach started to limit scaling potential as volumes increased.

How to Scale iGaming Campaigns Without Increasing CPI

As advertiser conditions allowed for active scaling, the task was to reduce CPI in order to improve conversions and lower deposit costs on the offer. CPI is unstable when using single-format creatives — it increases when scaling active ad accounts. If you rely on only one format, there is no real optimization, which leads to faster creative burnout and makes it harder to find new references that perform as well as previous ones.

Intraday dynamics were quite illustrative. In the morning, CPI could increase by up to 100%, then partially stabilize by midday, and rise again in the evening, adding around 20–25% to daily values. At the same time, campaigns continued delivering — they didn’t break, but efficiency gradually declined.

The main reason was not classic audience saturation. This was not a typical scale → saturation → CPI growth scenario. The problem was deeper: the single-format approach itself was limiting the algorithm. Creatives burned out faster, and the optimization system became less effective due to the lack of alternative signals.

Format burnout also occurred because there are limited in-app ad intelligence tools, and only a small number of teams have access to them due to their high cost. As a result, the overall pool of proven working creatives is relatively small. When only one creative format is used, it quickly burns out, forcing the search for new references — but often there is nothing left to scale further.

Why Single Creatives Formats Lead to Higher CPI and Instability

During testing, the team reached an important insight: CPI growth and instability were directly linked to using only one type of creative.

In practice, the algorithm was constrained by a single format — it had no ability to redistribute budget or optimization signals. This increased CPI volatility and accelerated burnout.

This understanding came empirically through a series of tests. It also became clear that some formats, such as news-style creatives and playable formats, were underutilized, which limited scaling potential.

Creatives Testing Strategy to Reduce CPI in iGaming Campaigns

The team shifted focus toward creatives diversification.
They decided to run multiple creatives types simultaneously, giving the algorithm more flexibility. Three key formats were introduced:

• interview
• gameplay
• social gameplay

The main share of traffic was allocated to interview creatives (50%) with a CPI of about $8.58, while gameplay accounted for 25% with a CPI of ~ $6.5, and social gameplay — the remaining 25% with a CPI of ~ $10.23 (Moloco Ads).

Scaling was primarily achieved through relaunching campaigns with increased budgets.
The team tested 4 to 6 creatives per campaign with a $250 budget. If performance was strong, the campaign was relaunched with a higher budget, and its behavior was closely monitored.

How campaigns were launched:
If new campaigns included only new creatives, they were kept and scaled alongside existing active campaigns, or relaunched when needed.

Testing was conducted in parallel: different formats were launched simultaneously, and the decision-making cycle took 2–3 days. The primary evaluation metrics were CPI and cost per registration, followed by CPA.

Results: Lower CPI and More Stable Campaign Scaling

Switching to a multi-format strategy delivered a noticeable impact. Previously, overall CPI ranged between $13–18, but after implementing the new approach, it decreased to approximately $8.4.

The key improvement was scalability: campaigns could be scaled without sharp CPI spikes. Although CPI growth with increased volume remains inevitable, it became much more controlled and predictable.

From a performance perspective, different formats showed varying CPI levels. The best result was achieved by social gameplay, while other formats demonstrated higher CPI. However, this did not reduce their importance in scaling.

For scaling, social-style formats and interview creatives performed best. Interview creatives tend to burn out faster, while social gameplay creatives — being bright, visually engaging, and highly informative — scale more effectively.

No format proved to be universally best for growth. All three formats scaled effectively, and their combination gave the algorithm more opportunities for optimization.

Best Practices for Launching and Scaling iGaming Creatives

In practice, the most effective approach is straightforward: launch 4–6 creatives across 2–3 formats (interviews, social approaches) and run them either sequentially or simultaneously, as done at Traffy.

A specific recommendation from a Traffy buyer: use playable elements in the end card — this can significantly reduce CPI. Creating a unique end card for each creative in the same style also lowers CPI and increases engagement with the creative itself.

At the same time, it is important to understand that there are no “dead” formats: over time, any creatives will burn out regardless of their type.

Conclusion: Multi-Format Creatives Strategy for Predictable iGaming Scaling

Creatives format diversification proved to be the key factor for stable scaling. Instead of trying to control CPI within a single format, the team expanded the optimization space. This allowed for better traffic redistribution, slower creative burnout, and reduced performance volatility.

As a result, scaling became not only more efficient but also more predictable — without the sharp CPI spikes typical of single-format strategies.

If you have any questions or would like to apply these strategies to your campaigns, feel free to submit a request via our website or reach out directly at [email protected].

The post In-App Creatives in iGaming: How to Lower CPI and Scale Campaigns with Moloco Ads appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.