iGaming Advisory for Operators, Studios and Platforms

iGaming Growth, Operations and Change with AI

Your suppliers are multiplying. Your CRM team is under pressure. Leadership wants AI. Nobody agrees on what to do first.

ReelOps is an iGaming advisory firm founded by operators — not consultants. We have scaled from zero to €200M+ GGR, managed 100+ provider integrations, and led a business through a €630M exit. We help casino operators, game studios and platforms fix the problems that slow regulated businesses down.

Not because AI is trendy. Because these problems are already costing you time, money and internal confidence.

Book a 15-Minute Strategy Call

No pitch deck. No obligation. Just a clear next step.

€200M+

GGR Scaled

Operator-side from zero

€630M

Exit

Led through acquisition

100+

Integrations

Deep supplier understanding

20+

Years of experience

We work with three types of iGaming businesses

Casino & Sportsbook Operators

For casino and sportsbook teams that need to move faster, spend smarter, and execute in regulated markets.

You're not looking for another layer of buzzwords. You need someone who understands supplier dynamics, CRM pressure, content launches, operational bottlenecks and the reality of regulated growth. We've worked operator-side through startup, scale and acquisition.

Typical engagements:

• Supplier strategy and provider rationalisation
• Content operations and release process design
• Portfolio performance reviews
• CRM and retention workflow optimisation
• Operational readiness for regulated market launches

Game Studios & Aggregators

For iGaming B2B businesses that need to understand what operators actually want — and how to build and sell it.

You need operator-side perspective more than you need another generic consultant. We help you understand what operators actually value, where friction exists in your delivery process, and how to position your product so it gets prioritised.

Typical engagements:

• Product positioning and commercial narrative
• Studio and platform go-to-market support
• Operator-informed product development input
• Capability design and operator-facing positioning
• Commercial and partnership strategy

Platforms & B2B Suppliers

For iGaming businesses under pressure to adopt AI without breaking governance, losing team confidence, or creating compliance exposure.

AI is the topic at every leadership meeting. The problem is execution. We help sharpen product positioning, improve internal processes, and build commercial narratives that operators want to buy — built on the view from the other side of the table.

Typical engagements:

• AI opportunity assessments
• Workflow automation on existing systems
• Lightweight internal tooling and prototypes
• Reporting and operational support
• Governance and risk-aware use case planning

Our Services

Pay for outcomes not for time

Operator Growth & Operations

For casino and sportsbook teams in regulated markets.

•Supplier rationalisation across multi-market operators
•Content operations and release process design
•Product and portfolio performance reviews
•CRM and retention workflow optimisation
•Operational readiness for regulated market launches

B2B Strategy for Studios, Platforms & Suppliers

Built on operator-side experience, not generic go-to-market theory.

•Product positioning and commercial narrative
•Studio and platform go-to-market support
•Operator-facing product feedback and capability design
•Commercial and partnership strategy

AI & Automation Advisory — Practical, Not Theoretical

AI where it genuinely improves how a team works. Governance-aware from day one.

•AI opportunity assessments
•Workflow automation on existing systems
•Lightweight internal tooling and prototypes
•Reporting and operational support
•Governance and risk-aware use case planning

→ Free tool: AI Risk Check — EU AI Act + GDPR risk classification for your use case

Regulated Market Entry

For operators and suppliers entering or scaling in Italy, Spain, Portugal or Malta. Commercial realism. Not theoretical market-entry decks.

•Italy, Spain, Portugal and Malta market context
•Launch planning and internal readiness
•Supplier and content strategy for regulated markets
•Product and commercial setup
•Cross-functional coordination and change support

About ReelOps

ReelOps is a specialist iGaming advisory firm founded by Daniela Lanzolla and Thomas Smallwood. The firm advises casino operators, game studios, aggregators and platforms operating in regulated European markets including Italy (ADM), Spain (DGOJ), Portugal (SRIJ) and Malta (MGA).

ReelOps brings direct operator-side experience — including scaling a business from zero to over €200M GGR, managing more than 100 provider integrations, and leading through a €630M acquisition exit. Services cover operator growth strategy, supplier rationalisation, market entry, AI and automation adoption, and organisational change.

ReelOps is known for practical, governance-aware advisory that works within existing teams and workflows rather than around them. You will always speak directly to Daniela or Thomas — not a junior consultant.

Six things that make ReelOps different

1. Augmentation, not replacement

We work with your product, BI, CRM, compliance and commercial leaders — not around them. The goal is to make internal teams stronger, not to threaten their ownership.

2. Built on your existing workflows

No unnecessary reinvention. Where AI or new tools are involved, we work on top of your current stack and integrate on your workflows.

3. Compliance and governance-aware

In regulated markets, speed means nothing if governance is poor. Every recommendation is workable, explainable and suitable for your regulatory environment.

4. Focused engagements with clear deliverables

No vague transformation programmes. Defined scope, realistic timelines, a commercial case you can understand and solutions you can use right away.

5. No lock-in

We build your capability, not your dependency on us. We will train your team to perform the tasks.

6. Strict confidentiality

Operational, supplier and performance data is sensitive in iGaming. Confidentiality is part of the engagement from day one.

Meet the Team

Daniela Lanzolla

Co-founder & COO

Deep operator-side experience across product, operations, provider management and growth. Scaled a business from zero to €200M+ GGR, managed 100+ provider integrations, and led through a €630M exit. Built hands-on AI adoption experience inside real iGaming businesses.

Thomas Smallwood

Co-founder & CCO

20 years of iGaming commercial and B2B experience across supplier strategy, market entry, partnerships and growth. Built and exited a B2B iGaming business. Led business development across RNG and sportsbook portfolios. First-hand experience introducing AI workflows into operating businesses.

You will always speak directly to Daniela or Thomas — not a junior consultant.

We have direct experience in four of Europe's most tightly regulated iGaming markets

Italy — ADM (Agenzia delle Dogane e dei Monopoli)

Italy operates under a strict ADM licensing regime. The Decreto Dignità (L. 96/2018) imposes a blanket advertising ban affecting AI-generated content, personalised promotions and reactivation campaigns. Full EU AI Act application makes Italy one of the most complex markets globally for AI deployment in iGaming. We have direct experience with ADM compliance, Italian market entry and content strategy.

Spain — DGOJ (Dirección General de Ordenación del Juego)

Spain regulates online gambling under the DGOJ with strict advertising restrictions under Real Decreto 958/2020. The AEPD enforces GDPR actively, with significant penalties for profiling without legal basis. AI-driven CRM and reactivation campaigns face dual scrutiny from DGOJ and data protection authorities.

Portugal — SRIJ (Serviço de Regulação e Inspeção de Jogos)

Portugal regulates under Decreto-Lei 66/2015. The CNPD enforces GDPR with particular attention to automated decision-making. Portugal's market is growing, and EU AI Act readiness is increasingly a requirement for operators targeting this market.

Malta — MGA (Malta Gaming Authority)

Malta is a major iGaming hub regulated by the MGA, balancing innovation with player protection. The MGA's sandbox approach supports innovation, but operators must still meet documentation, oversight and governance requirements for AI systems that affect players.

Work we've delivered

Supplier rationalisation across a multi-market operator

Reviewed provider portfolios, built prioritisation frameworks, and delivered actionable rationalisation plans — giving leadership clear visibility on which supplier relationships were adding value and which were creating drag.

Operational change inside a scaling business

Helped teams improve workflows, ownership and execution across product, operations and commercial functions, cutting through legacy processes that were slowing down delivery and decision-making.

AI adoption without team resistance

Tested and built AI prototypes inside our own business, then led the wider team from fear and resistance to confidence and adoption — by showing how AI augments work rather than replaces people.

Regulated European market growth

Helped operators and suppliers connect commercial ambition with operational readiness, supplier planning and regulatory execution across Italy, Spain, Portugal and Malta.

Frequently Asked Questions

How can iGaming operators use AI without creating fear inside the team?

Start with real workflow problems. Show where AI helps and where it doesn't. Keep people in control and position every change as augmentation, not replacement. We have taken our own teams through this shift and use the same approach with clients.

How do I enter the Italian gambling market as an operator?

Entering Italy requires navigating the ADM licensing framework, the blanket advertising ban under the Decreto Dignità (L. 96/2018), a content strategy aligned with local player preferences, and a provider plan that meets technical requirements. We have direct experience with Italian market entry and provide practical support on operations, suppliers and regulatory readiness.

What is supplier rationalisation in casino operations?

Supplier rationalisation means reviewing your provider portfolio to identify which integrations are adding commercial value and which are creating operational drag. We audit provider contracts, build prioritisation frameworks, and deliver actionable plans to reduce dependency, improve terms, and focus resources on suppliers that drive performance.

Can you help with regulated market entry in Spain, Portugal or Malta?

Yes. We support operators and suppliers entering Spain (DGOJ, Real Decreto 958/2020), Portugal (SRIJ, DL 66/2015) and Malta (MGA) with practical guidance on product, operations, content, suppliers and internal readiness.

How do I implement AI in my casino CRM without compliance risk?

Start with a risk assessment using our free AI Risk Check tool. It classifies your CRM use case under the EU AI Act, GDPR Article 22, and your national regulator's requirements. From there, we design implementation with the right governance, oversight and documentation from the start.

What does iGaming advisory typically cost?

We offer focused engagements with defined deliverables and milestone-based pricing — not open-ended retainers. A supplier audit might take 3–4 weeks, a market entry strategy 6–8 weeks. Book a 15-minute call and we'll tell you honestly whether we can help and what the most practical first step looks like.

Do you only work on AI projects?

No. AI is one tool we use when it genuinely improves how a team works. A significant part of our work involves no AI at all. We work on growth strategy, supplier strategy, portfolio performance, market entry and operational change.

Can you work with our existing tools and systems?

Yes. We don't replace your stack — we work on top of it. Whether you use Salesforce, HubSpot, a custom CRM or a home-grown solution, we build workflows and recommendations that integrate with what you already have.

Who should I contact to discuss a project?

You will always speak directly to Daniela Lanzolla or Thomas Smallwood — the two co-founders. There are no junior consultants. Book a 15-minute call and we'll discuss your situation honestly and outline what a practical first step looks like.

Let's start with the smallest useful conversation

Tell us what you're trying to solve — growth, operations, supplier strategy, market entry, AI adoption or team resistance to change. We will tell you honestly whether we can help, and what the most practical first step looks like.

15 minutes. Clear next step. No obligation.

Book a Strategy Call Message us