An interview with Shahar Attias, CEO and Founder of Hybrid Interaction
Our expert interview series continues with a conversation that looks beyond buzzwords and into how iGaming businesses actually operate. This time, we spoke with Shahar Attias, CEO and Founder of Hybrid Interaction, and one of our #Peachtober Frenzy Expert Winners.
Recorded live at SiGMA World, the interview was led by Maria Vartanian, Sales Manager at 18Peaches. What began as a light exchange quickly evolved into a grounded discussion on adaptability, AI, and the realities of running iGaming operations in an industry that rarely stands still.
Full Ownership CRM in iGaming Operations
Hybrid Interaction operates as a CRM and gamification managed services provider for iGaming operators, taking full responsibility for day-to-day CRM activities. This includes configuration, user journeys, promotions, and ongoing optimisation.
According to Shahar, full ownership goes far beyond tools or platforms. It requires a deep understanding of how systems interact and the ability to adapt CRM strategies to each client’s specific needs. This level of control allows teams to move from strategy to execution with minimal friction, even in complex technical environments.
Flexibility as a Core Leadership Skill
Flexibility emerges early in the conversation as a defining trait of effective leadership in iGaming. Shahar reflects on an industry shaped by constant movement, from regulatory shifts to evolving technologies and changing market dynamics.
Rather than treating flexibility as a reaction to change, he frames it as a mindset embedded in how teams are built and how decisions are made. This perspective offers insight into why some organisations continue to move forward while others struggle to keep pace.
AI, Creativity, and Personalization
The discussion also touches on artificial intelligence, without leaning into extremes. Instead of framing AI as either a threat or a solution in itself, Shahar approaches it as a force gradually reshaping how creativity and game experiences are developed.
Personalization is highlighted as one of the areas where this shift becomes most visible, raising questions about balance, control, and creative direction, without offering oversimplified answers.
An Industry That Defies Prediction
As the conversation turns to what lies ahead, one idea becomes clear: certainty is increasingly hard to come by. Rather than offering forecasts or fixed timelines, Shahar reflects on how quickly conditions in iGaming can change and how fragile long-term assumptions often are.
“iGaming is not an industry where you can really predict what things will look like in a year or two,” Shahar notes during the interview.
The discussion points toward a broader shift in how the industry approaches the future, framing unpredictability not as an exception, but as a defining characteristic of the market itself.
Final Thoughts
The conversation explores several of the forces shaping iGaming today without attempting to reduce them to simple conclusions. Instead, it offers a perspective that leaves room for interpretation and reflection.
Many of the nuances that give these ideas real weight come through most clearly in the full discussion. To explore Shahar’s perspective in depth, watch the complete interview.