VELI Group CEO and co-founder Itai Hadas has shared insights into the company's distinctive business model, which combines B2C operations with B2B technology, aiming for full control over the iGaming value chain. Hadas discussed the company's approach and lessons learned in a recent interview, highlighting the importance of operational integration, local market adaptation, and the strategic use of AI.
Integrated Approach to Technology and Operations
VELI Group's strategy centers on building technology that its own brands depend on. By operating both consumer-facing brands and providing B2B technology, the group tests and refines its platforms in real-world settings. This approach allows VELI to address issues such as payments, game aggregation, player engagement, and compliance directly, rather than relying on external suppliers. The company has developed a comprehensive gaming system that integrates player account management, casino and sportsbook aggregation, segmentation, risk management, and gamification into a unified ecosystem.
AI and Innovation: Practical Application Over Hype
Hadas emphasized that true innovation in iGaming must deliver operational value, not just new features or trendy labels. At VELI, AI is being integrated across business functions, supporting everything from code development to player journey management and decision-making. The company believes that the next generation of operators will require AI-driven operating models, but with human oversight for creativity and commercial strategy. Hadas cautioned against superficial uses of AI, noting that only businesses with integrated data and clear governance will fully benefit from these technologies.
Challenges and Lessons in Scaling and Leadership
Scaling the business has required balancing global technology leverage with local market relevance. VELI addresses this by controlling its technology stack and allowing for market-specific adaptations. Hadas also reflected on the importance of making timely people decisions and building teams capable of handling uncertainty and constructive debate. Leadership, he noted, is about setting direction and standards while trusting strong leaders to execute.
Why This Matters for Industry Stakeholders
VELI Group’s integrated model demonstrates a shift towards operators seeking more control over their technology and customer experience. For operators, this approach can reduce the friction of managing multiple suppliers and systems, while enabling faster adaptation to local market needs. Affiliates and suppliers may see increased demand for solutions that fit into unified, AI-powered ecosystems. Regulators will need to consider how integrated platforms and advanced analytics impact compliance and player protection.
Key takeaways
- VELI Group combines B2C operations with B2B technology to control the value chain.
- The company is integrating AI across its systems for operational and decision-making support.
- Leadership and scaling require balancing speed with clear direction and local market adaptation.
- Integrated, AI-driven ecosystems are becoming increasingly important for competitive operators.