2025 gaming evolution and a shift toward retention

As AI and analytics continue to drive innovation across industries, SciPlay’s Group Vice President, US Games, Cameron Stewart, shares key trends he believes will shape the industry’s approach to LiveOps and Personalization in 2025. Cameron's insights offer a unique look into the future of real-time personalization and the emerging tools.

2025 gaming evolution: Moving from segmentation to true personalization

"The industry has relied on segmentation for years, but in 2025, it’s all about personalizing the player experience in real time. Instead of grouping players, studios should look to crafting unique paths based on individual behavior. It's about making each session feel tailored to the player, whether they're a first-time user or a long-time fan."

AI and real-time event optimization in live operations

"AI is a powerful tool that can enhance live operations when used thoughtfully. By analyzing player behavior, it can help us identify opportunities to optimize the timing and relevance of in-game events. However, AI isn’t a magic bullet—it’s about leveraging it carefully to complement human insight and creativity, ensuring that every interaction feels intentional and meaningful for players."

Elevating liveops as a strategic equal to game development

"LiveOps isn’t just a support function; it’s becoming a core part of development strategy. I think more companies will start seeing it this way in 2025, giving LiveOps teams the same strategic weight as game development. When LiveOps is treated as an equal, we can drive both short-term excitement and long-term loyalty, ensuring that players always have something new and relevant to engage with."

Emphasizing retention over acquisition

"Retention is king, and in the coming year, I expect a greater industry shift in that direction. It’s not just about attracting new players but about making sure they have an experience that keeps them coming back. Building strong, long-lasting connections with players will always trump short-term growth from new users.”