€16M of turnover our Client's platform generates per week 
36,360 request / per second are supported by one of our systems 
German B2C and B2B transactional portals run on the framework we are developing! From custom software to AI-Driven hyperautomation
The iGaming market is maturing. Just a few years ago, industry conversations revolved primarily around technology: how to build a casino platform from scratch, how to create an in-house sportsbook engine, when to invest in custom software, and when a white-label solution was the smarter choice. Today, that discussion has shifted dramatically, not because technology has become less important, but because it has reached a point of full saturation. Platforms are now standardized, integrations are widely available “off the shelf,” and the competitive edge that once came from having the right tech architecture has all but disappeared.
In this new reality, winning is no longer about having the most features, it’s about using them in the most effective way. And this is precisely the moment when artificial intelligence, mature, stable, and powered by massive datasets, emerges as a strategic layer and the catalyst for the industry’s next leap forward.
If 2010–2020 was the decade of platforms, and 2020–2023 the era of standardization and tooling maturity, the present marks the beginning of AI-powered operational excellence.
It’s worth noting that few technology companies have accompanied the industry through each of these phases, from the pioneering days of bespoke solutions, through the rise of white-label platforms, all the way to today’s hyperautomation and AI-driven process orchestration.
One of those companies is createIT, a team that not only witnessed each cycle but actively shaped them, building hundreds of products and solutions for operators and suppliers. This long-term involvement provides a depth of perspective newer market players simply don’t have.
Custom software -The era of pioneers and technological individualism
The first stage of iGaming’s development was defined by maximum flexibility and full operational control. Each engine relied on its own unique algorithms, modules were designed from scratch, third-party integrations were rare and often replaced with in-house implementations, and backend architectures were tightly aligned with each operator’s business strategy.
2010–2020 was a period in which competitive advantage came from handcrafted, highly specialized technology.
Companies like createIT worked on projects that would later become the foundations of the industry: the first casino engines, proprietary transaction systems, and early platforms developed for operators entering the market for the very first time. This experience gave them a structural understanding of how iGaming works.
White Label – Industrialization and mass scalability
After years of custom-built solutions, the market began demanding standardization. Rising development costs and increasingly complex regulations gave birth to the white-label model. Operators needed solutions that were not only compliant and flexible in the face of legislative changes, but also capable of responding quickly to competitive pressure and evolving player expectations. White-label platforms significantly reduced both time-to-market and cost-to-market.
This was the moment the industry began to resemble a mature SaaS ecosystem. Over time, white-label vendors became nearly identical in terms of functionality, a phase often described as the commoditization of platforms and products.
Custom-software veterans like createIT held a unique advantage: they understood exactly what off-the-shelf platforms lacked and could fill those gaps with proprietary components, integrations, and extensions. They became the creators of the first “added-value layer” sitting on top of standard white-label solutions.
Technological saturation – When the platform is no longer a competitive edge
Today’s iGaming ecosystem is fully saturated: sophisticated platforms, broad integration networks, standardized front- and back-end architectures, and an increasing number of suppliers offering nearly identical functionality. The differences between vendors are now largely “cosmetic.” Competitive advantages stem mostly from onboarding speed and market-specific adaptation, but technologically, most providers operate on the same playing field.
This is why the industry now requires an entirely new growth vector – one unlocked through automation and AI fitting.
AI – The Layer of Intelligent Hyperautomation Redefining iGaming
Artificial intelligence is not just another feature. It is not a CRM add-on. It is not an optional module.
AI is a meta-layer – a catalyst that optimizes every part of the organization.
Its impact spans three fundamental areas:
- hyperautomation of operational processes
- decision-making driven by predictive models, not intuition
- automation of high-volume, repetitive tasks
The industry has surpassed the threshold of technological saturation. New platform features no longer change the operator’s reality. Operators don’t need more tools, they need systems that think, react, and optimize.
Below are examples of advanced AI-fitting capabilities that increasingly determine brand strength in iGaming:
- Automated high-volume testing and enhanced customer support operations.
- Marketing and campaign automation.
- Proactive detection of player-side issues and anomalies.
- Acceleration of content and game development.
- Faster, more reliable product delivery with minimal production-level risk.
Who truly understands yechnological transformation in iGaming?
Apart from companies that simply rephrased their marketing to position themselves as “AI providers,” very few genuinely know how to build and deploy AI, both internally and for clients. createIT stands out among them.
It is one of the rare organizations that, built custom platforms, supported companies operating in a white-label model, eveloped its own B2B products and today delivers AI fitting not just effectively, but optimally aligned with each client’s needs.
createIT has a full, end-to-end perspective of the iGaming technology lifecycle – from its foundational layers to the emerging meta-layer. Our advantage is not only in knowing how to write the code, but in understanding how operator needs evolve – because they have been present at every stage of the industry’s growth.
AI is not the next step. It Is the new architecture of iGaming
Custom → White Label → Standardization → AI-driven hyperautomation.
The iGaming market has completed its technological maturation cycle and is now entering its most strategic phase – one in which competitive advantage no longer comes from owning a platform, but from achieving operational excellence powered by algorithms.
The operators and suppliers who will win are those who:
- systematically eliminate manual work,
- predict player behavior instead of reacting to it,
- deliver micro- and nano-level personalization,
- operate faster, more precisely, and more adaptively than their competitors,
- treat AI as the organization’s “second brain,” not as a technological add-on.
This is a pivotal moment – one that emerges only once per decade
And those who, like createIT, have been both witnesses and contributors to every previous development cycle are now uniquely positioned not only to navigate this new paradigm, but to help define it.
