Onlyplay partnership lead outlines what operators will demand from providers in 2026

The criteria operators use to select game providers are shifting beyond the traditional checklist of portfolio strength, promotional tools, and smooth integration, according to Anna Sergeieva, Head of Partnerships at Onlyplay. Those elements are now considered entry-level requirements, with differentiation increasingly hinging on factors such as AI readiness, data sophistication, and the ability to compete for attention beyond the iGaming vertical.

AI readiness and metadata become differentiators

One of the most influential trends reshaping operator-provider dynamics is the growing use of AI-driven personalisation in casino lobbies. Operators are moving beyond static catalogues, tailoring content recommendations based on individual player behaviour, preferred mechanics, themes, and past gameplay. This shift places a premium on structured product information.

“Providers need to learn how to speak the language of AI,” Sergeieva explains. “The more structured and detailed information we can provide about a game, the higher the chances that an algorithm will present it to the player.”

In this environment, metadata around themes, mechanics, bonus features, visual style, and mathematical models is as important as the game itself. Operators also increasingly expect advanced analytics and performance forecasting to help optimise offerings for specific player segments.

Competing outside the iGaming bubble

Sergeieva argues that the competitive landscape extends far beyond rival game studios. Player attention is now fragmented across social media, mobile games, streaming platforms, and even prediction markets.

“Today, we compete with any product or service capable of capturing a user’s attention and delivering instant emotional engagement,” she notes.

To stay relevant, providers must respond to broader digital entertainment standards by introducing fresh mechanics, new engagement models, and product innovations that keep players engaged beyond traditional gameplay loops.

Social mechanics as a growth lever

The integration of social features within iGaming products is one of the fastest-growing trends in the sector. Players increasingly expect interactive, shared experiences rather than passive entertainment. Onlyplay’s Piggy Tap, a Tap Game that has ranked among the studio’s top performers for three years, was developed in direct response to this demand.

“After numerous experiments, we realised that the market is looking for more than just new slot games,” Sergeieva says. She points to growing demand for alternative forms of player interaction with gaming content, a gap that Piggy Tap successfully addresses by blending social mechanics with iGaming.

Strategic challenges outweigh technical ones

While integration and security are often cited as the industry's main technical hurdles, Sergeieva observes that the truly demanding projects are strategic in nature. The most resource-intensive requests involve highly customised solutions where a partner wants to test a new concept without certainty about its commercial outcome.

“Technically, almost anything can be built,” she states. “The real challenge is finding the right balance between technical capabilities, business objectives, and partner expectations.”

She cites a project that took months to adapt a game to a client’s specifications, only for the product to underperform commercially. Conversely, small adjustments requested by partners with a clear understanding of their audience and strategy have led to significant uplifts in engagement and revenue. The strongest results come when a clear business vision on both sides underpins technical decisions.

Emerging markets demand product adaptation

Markets such as those in Africa require special attention because their technical infrastructure differs markedly from mature regions. Loading speed, file size, and data consumption directly affect the player experience. Onlyplay invested in lightweight game versions optimised for local network conditions and lower-spec devices.

Sergeieva emphasises that these optimisations are designed to go unnoticed. The aim is not to market “lightweight games” as a feature, but to deliver a smooth, enjoyable experience regardless of internet quality or hardware limitations.

Partnerships as strategic assets

As regulatory complexity increases and markets evolve, operators expect providers to bring more than just content to the table. They look for market expertise, flexibility, adaptability, and a genuine long-term commitment.

“This is exactly why we continue strengthening our partnerships team,” Sergeieva says. “In today’s iGaming environment, partners expect more than fast responses. They expect a strong understanding of the market, the product, and their business goals.”

She believes that professional expertise forms the foundation of partnerships that can weather regulatory shifts and market transitions.

Outlook for 2026

Looking ahead, success for providers will hinge on far more than portfolio quality. AI readiness, market expertise, technological adaptability, and the ability to build enduring partnerships are emerging as the critical differentiators. Operators are increasingly choosing a partner they can grow with, rather than simply a portfolio or a brand name.