We are thrilled to share with you another insightful interview with Hybrid Interaction‘s CEO Shahar Attias.
Hybrid Interaction has built its name as a CRM and gamification powerhouse, the company has grown from a solo consultancy into a 15-strong team driving smarter engagement strategies for operators worldwide. In this interview with TheGamblest, Shahar shares what sets Hybrid Interaction apart, why operators still miss the mark on CRM, and how gamification is reshaping the future of player retention.
TheGamblest: Shahar, for those who may not know, could you briefly introduce Hybrid Interaction and the vision behind founding it?
Shahar: We’re a team of CRM & Gamification Experts, providing Managed Services to iGaming operators.
I have started as an independent consultant (and regardless of whoever is reading this – it was way before you were born), working with PLCs across the world. When COVID started, I had a need to expand due to increased demand for my services, and at that point I have started hiring Yerevan talents I knew from previous projects; fast forward to 2025 – we are a team of 15 people with constant growth.
TheGamblest: Hybrid Interaction has built its reputation as a CRM powerhouse in iGaming. What do you think operators still get wrong about CRM today, and what unique frameworks do you apply that set your CRM approach apart from other consulting companies?
Shahar: Surprisingly enough, many operators still bring a knife to a gunfight; they enter this super competitive industry without capabilities that at this day & age they are considered basic, such as Real-Time Automation, Gamification and Personalization.
What we deliver to our clients is an enhanced version of the above, with best-practices we have formed following 350 projects we have successfully completed.
TheGamblest: Many brands pour budgets into acquisition, do you believe retention is a smarter long-term play and why? Can you mention some marketing strategies that stand out as game-changers for operators?
Shahar: You can’t have one without the other – but for sure, CRM people are better looking! When it comes to stand out marketing, I am very proud of my team who managed to apply Gamification mythologies even in cases where the clients haven’t invested in the right tech – but with a combo of experience & creativity, we found a hack that could deliver a scaled down version that still kept engaging their players.
TheGamblest: Gamification has become a buzzword in the industry. From your perspective, what actually makes gamification work in iGaming? Do you see gamification as more effective in casino or sports betting environments? Why?
Shahar: This entire industry is built on entrainment, so Gamification makes absolute sense in our case. I can’t say that it work better for casino, but it’s by far more popular to apply in this vertical – mainly du e to the higher player lifetime value; meaning, with operators knowing they can earn more money from casino players vs. sports, they will invest more into tools that are aimed at increasing each gaming session by a few more minutes or spins.
So it can very well work in sports as well (with different tools, clearly), but the ROI is better with casino engagement.
TheGamblest: You’ve been in the industry for many years, what excites you most about iGaming today compared to when you first started?
Shahar: So many years, so so many years… But yes, it’s still exciting, and I can’t see myself doing anything else. Why? Have you been to an industry conference??? It’s a perfect match between professionalism and nearly all the 7 biblical sins 😉
TheGamblest: Finally, what’s next for Hybrid Interaction in 2025 and beyond?
Shahar: Our aim is to increase our decade long partnerships with our friends at the Tech Platforms such as Smartico, Fast Track, Optimove, CustomerIO and many more; this will allow us to bring more jobs to the 2nd home I have found in Armenia and keep our evangelistic mission to Optimize Retention with more B2C operators. See you in Lisbon!!!
