The Next Big Bet: What Every Gaming Professional Needs to Know About Industry Disruption

Change in the gaming industry isn’t coming—it’s already here. And if you’re not paying attention, you might get left behind.

Ariel Adler is the Vice President of Strategy & Business Development at Light & Wonder, the leading cross-platform global games company specializing in Land-based, iGaming, and Social Casino gaming. He has been deeply involved in gaming strategy and innovation over the past few years, helping shape the future of an industry that’s steadily evolving. Adler sees firsthand how gaming companies are adapting—or failing to—amid shifts to digital channels like iGaming and social casino, AI-driven personalization, and the rising demand from younger players for seamless, digitally interconnected experiences. His advice? Stay nimble, stay informed, and most importantly, be willing to rethink the way things have always been done.

The Digital Transformation of Gaming

The conversation around gaming’s digital transformation often focuses on a supposed shift from land-based casinos to digital platforms. But according to Adler, it’s more of a convergence than a replacement. “You’re starting to see players want to play in multiple channels,” Adler explains. “A player who enjoys a slot machine at a land-based casino also wants to play that same game digitally on their phone.”

This is where iGaming (online slots and casino-style games for real money) and SciPlay (social casino apps that are free to play with in-app purchases) come in. These digital offerings allow casinos to engage players beyond the casino floor, creating a holistic gaming experience that travels with them. While the shift is gaining momentum, adoption varies significantly by region. iGaming remains limited to six U.S. states but has seen significant expansion internationally, with many regions already embracing online gaming at a larger scale. But as consumer demand grows, companies that invest in seamless integration between physical and digital play will have the competitive edge.

The Battle for Players' Attention: Competing Beyond Casinos

Casinos aren’t just competing with each other anymore. The real battle? “We’re competing against other forms of entertainment,” Adler says.

Streaming services, social media, mobile gaming—today’s consumers have endless choices. To keep players engaged, casinos need to think beyond traditional gaming and invest in digital marketing strategies that meet players where they already are. “The way you keep players within the casino is more of a function of digital engagement today,” Adler explains. “This is largely driven by personalization — on everything from ads on slot machines to marketing promotions within casino loyalty apps.”

Balancing Risk and Innovation in a Changing Market

Disruption can be unsettling, but for gaming professionals, it’s also an opportunity. The key is embracing change without abandoning what works. “The best way for companies to succeed is to be willing to try new things,” Adler says. “Be willing to do a product pilot with something that’s a little bit more non-traditional, see if it works, and then expand it on your floor.”

Take cashless payments, for example. While adoption has been slow—especially with the industry’s older demographic—Adler sees it as inevitable. “As the population ages, these disruptive technologies are going to be adopted more in the land-based channel.” The same goes for AI and data-driven personalization. AI is already helping casinos tailor marketing efforts and improve player retention, and game suppliers are leveraging the technology to aid in game design. However, companies that remain skeptical of these tools risk falling behind competitors that embrace data-driven strategies.

Launching a Career in Gaming

For professionals looking to enter the gaming industry—or those wanting to future-proof their careers—Adler offers three key pieces of advice:

1. Know the games.

Understanding the industry starts with firsthand experience. Spend time in a casino, observe player behaviors, and explore different game styles. “Be well-versed in the industry trends and the types of games that do well and that don’t do well,” Adler advises. Whether it’s traditional slot machines or emerging digital formats, knowing what attracts players—and why—gives you an edge.

2. Stay informed on industry disruptors.

AI, cashless gaming, and digital convergence are reshaping the landscape. “It’s important to know how these disruptors might play themselves out in our market,” Adler shares. Keeping up with these shifts helps you make smarter career moves and stay relevant. Pay attention to how regulations evolve, how new technologies are integrated into casinos, and what disruptors are impacting other industries that could make their way to the casino and gaming space.

3. Be adaptable.

The gaming industry is evolving rapidly, and those who can pivot with it will thrive. “You have to be nimble. You have to adapt,” Adler emphasizes. The way people work is changing, and professionals who embrace new technologies will be better positioned for success. AI, digital engagement, and shifting player preferences are reshaping the industry—staying flexible and open to change is key.

The Mindset That Wins

At the end of the day, the gaming professionals who will thrive in this era of disruption are the ones who embrace change, experiment with new ideas, and never stop learning. “There are people across all industries who are the true industry leaders,” Adler says. “And I find that humility—relying on experts, having an open mind, and learning—is the best way to succeed.”

Gaming is evolving. The question is: Are you?