DEVILS1 CEO on 2026 Gambling Operator In-House Team Trends

Alexander Slobozhenko, founder and CEO of DEVILS1, discussed the expansion of internal international teams within gambling operators during a recent interview. He outlined how rising traffic costs and regulatory changes are reshaping market structures in 2026.

Shift Toward Internal Operations

The growth of in-house departments stems from a structural market response rather than simple cost reduction. Customer acquisition prices across several regions have increased over the past three years, while player lifetime value has remained stable. Relying exclusively on external partners now reduces operational flexibility and increases the financial impact of optimization errors. Operators are retaining control over traffic purchasing and campaign management to stabilize unit economics.

Data Utilization and Regional Adaptation

Internal teams leverage proprietary player data that external affiliates typically cannot access. Post-deposit behavior metrics, regional performance indicators, and retention patterns are now applied directly to live campaigns. This approach supports localized strategies, as each market requires distinct payment solutions, creative formats, and communication standards. Universal campaign models frequently underperform compared to region-specific adaptations.

Long-Term Profitability and Market Consolidation

Initial profitability may decrease during the transition phase due to investments in personnel, workflows, and technical infrastructure. These expenditures function as capital allocation for predictable margin management and reduced dependency on third-party distributors. The industry is moving toward geographic expansion alongside margin compression, prompting consolidation and a shift toward larger entities with established data infrastructure. Independent operators utilizing standardized models face continued margin pressure, while specialized affiliates with unique traffic sources maintain their market position.