Why iGaming and FinTech must rethink communications infrastructure and embrace automation

As iGaming and FinTech continue to evolve under the pressures of rapid growth, global expansion and regulatory oversight, many organisations have modernised core platforms – yet often overlook a critical layer: communications infrastructure.

Today, managing communications is no longer just about delivering messages. It’s about ensuring those messages are sent intelligently, resiliently, and in real time across increasingly complex and compliance-sensitive environments.

The operational cost of legacy communication systems

Many companies still rely on fragmented setups – disconnected SMS gateways, manual escalation processes. These approaches are not only time-consuming to maintain but also lack the transparency and adaptability required for modern platforms.

When communications are disrupted or delayed, the consequences go beyond user inconvenience. They can impact transaction flows, customer experience, and even regulatory compliance. The operational cost of managing these failures manually, both in terms of time and risk exposure, continues to grow.

For instance, the critical drop in SMS gateway performance, or even scheduled tech works, can last anywhere between 12 to 48 hours. This usually requires teams to enter full reactive mode and create quick workarounds, put more pressure on the support teams or worse – stop any outbound communications.

Atomicity and independence are keys to great operational quality and customer satisfaction.

Automation as a foundation for resilience

Automation in communications is more than a technical upgrade – it’s a structural shift. By embedding intelligence into the way communications are routed and managed, organisations can:

Ensure message continuity through intelligent failover when providers are unavailable.

Optimise delivery via smart routing based on geography, performance or cost.

Adapt in real time with behaviour-based flows that respond to user actions dynamically.

Anti-doubling architecture, which secures you and your CRM from both automated and human mistakes, which can save you a ton of money.

Have a responsive system, which triggers alerts right away in case anything goes wrong and even more – it allows you to define the threshold which would signal before anything even starts to be a problem.

These capabilities significantly reduce manual intervention, accelerate time-to-market for new integrations and minimise reliance on legacy routing logic, enabling general overhaul in delivery statistics by more than 7-10 per cent. 

Communications infrastructure as a strategic layer

The regulatory and performance expectations placed on communications are only increasing. Customers expect timely, relevant, and secure interactions. Regulators demand auditability, control, and vendor accountability. Meanwhile, operational leaders prioritise efficiency and predictability.

A modern communications strategy must support:

Unified control across channels and providers.

Real-time visibility into message flows and delivery status.

Scalable architecture that adapts to new markets and regulations.

Without these capabilities, legacy tools become liabilities. The future lies in centralised systems that offer transparency, compliance readiness, and the agility to meet changing demands.

To address the growing demands of high-growth, regulated sectors, we developed Communications Hub – a centralised, automation-first platform launching this September. It is purpose-built to help organisations orchestrate and safeguard critical communications at scale.

The platform offers:

A unified environment for managing various messaging channels through a single control point, reducing complexity and fragmentation.

Personalised expert support where dedicated account managers provide proactive monitoring, prompt problem resolution, unique alpha name registration, and expert local support.

Centralised deep analytics that draws data directly from sending systems to generate automated, actionable insights beyond what traditional messaging tools provide.

Flexible communication management that allows for instant switching between tools and intelligent routing of flows ensure optimal message delivery.

Advanced sender configuration options that unlock access to sophisticated setup features not available in standard platforms – supporting even the most complex communication strategies.

Revolutionary smooth integration that’s made possible by a proprietary integration kit and modular architecture, reducing provider onboarding time by up to 75 per cent, going from 35-45 days to just 10.

Built-in backup and cascading logic which ensures that message delivery remains uninterrupted, with automatic failover and redundancy mechanisms protecting every communication touchpoint.

Automation-first workflows that minimise manual intervention and allow operational and engineering teams to focus on growth instead of infrastructure maintenance.

Full observability and compliance tooling that provide real-time visibility into message flows and ensuring traceability across all providers and geographies.

All-client readiness. If your CRM system does not allow for a quick integration, we’ve got you covered. You can start using Communications Hub in an API-free way, without losing your ability to still go fully hands-on in client personalisation messaging.

Communications Hub is designed not just to modernise how businesses send messages but to elevate communications into a secure, strategic, and high-performance operational layer.