Digitain introduces We Know the Player concept for player-focused iGaming

Digitain has introduced “We Know the Player”, a new positioning concept that places player understanding at the centre of how the company describes its technology, products and operator solutions. The concept builds on more than two decades of experience across markets, products and player journeys, according to the company’s announcement published on September 23, 2026.

The positioning is presented as an extension of Digitain’s existing “Built to Lead” brand statement. While “Built to Lead” communicates the company’s stated ambition and approach to leadership, We Know the Player is intended to explain the experience and knowledge that Digitain says underpin that positioning.

For a B2B iGaming technology provider, the emphasis represents a move beyond product functionality. Digitain is presenting player knowledge as an important part of how technology should be developed for operators that serve different audiences across multiple markets.

Digitain puts player understanding at the centre

Digitain’s new concept is based on the idea that technology development should begin with a clear understanding of the person using the product. The company says its experience across different markets and player journeys has provided insight into how players make decisions, interact with products and respond to friction.

The concept also refers to the need for greater control and personalisation. These considerations are increasingly relevant to digital gaming products because the player experience extends across registration, payments, betting, casino activity, mobile interaction and ongoing communication.

Digitain’s current technology portfolio includes sportsbook, casino, CRM, payments, mobile and retail-related solutions among its wider product offering. Its website describes the company as a B2B iGaming technology provider serving operators in regulated markets.

From this perspective, We Know the Player is intended to connect individual products with the broader player journey rather than treating every interaction as a separate experience.

From technology experience to accumulated knowledge

The positioning concept places particular emphasis on accumulated knowledge. Digitain says that more than two decades of activity across markets, products and player journeys have contributed to its understanding of player behaviour.

That understanding is described as broader than technical expertise alone. It includes awareness of how players interact with interfaces, where friction can emerge and why certain features may influence engagement or retention.

Such an approach also reflects the practical reality of modern iGaming platforms. Operators often manage multiple customer touchpoints through connected systems, making the quality of the overall journey dependent on how those individual components work together.

Digitain’s message therefore links player understanding with the development of technology intended for use across several stages of the customer relationship.

How We Know the Player complements Built to Lead

Digitain has positioned We Know the Player as a deeper explanation of its established “Built to Lead” statement.

In the company’s description, Built to Lead communicates who Digitain is and the ambition behind its direction. We Know the Player is instead designed to describe what that leadership is built on.

The distinction gives the two statements different roles within the wider brand positioning. One focuses on ambition while the other focuses on knowledge and understanding developed through experience.

Digitain says that this accumulated knowledge helps inform the way it approaches technology for its partners. The company’s current corporate messaging similarly places its products and technology around the needs of operators seeking scalable solutions for different markets.

Ani Mkrtchyan explains the concept

Ani Mkrtchyan, Chief Sales Officer of Digitain, is identified by the company as a senior member of its sales leadership team. Digitain’s current contact information confirms her title as Chief Sales Officer.

Commenting on the new positioning, she said: “For more than two decades, every market, product and player journey has taught us something. We Know the Player reflects that accumulated understanding. It is about knowing the person behind every interaction and using that knowledge to build better technology for our partners. That is what gives real meaning to Built to Lead.”

The statement reinforces the central message behind the concept. Rather than presenting knowledge as a standalone marketing claim, Digitain connects it with the development of technology and the commercial relationships it maintains with operator partners.

Her comments also place the individual player at the centre of the wider technology relationship. This framing is consistent with Digitain’s explanation that its products should be viewed as part of a connected experience rather than isolated technical components.

Player knowledge also includes responsible play

An important part of the concept concerns responsible play and player protection. Digitain says that knowing the player involves recognising when behaviour changes, understanding where risk may emerge and identifying situations in which greater protection may be required.

The company presents this as an important balance between user experience and responsible technology development. The message is that understanding engagement should not be separated from understanding risk.

This approach is also relevant to the wider regulatory environment. Gambling regulators in major regulated markets place significant emphasis on responsible gambling measures, player information and tools that can help consumers control gambling activity. The UK Gambling Commission provides guidance covering safer gambling and tools for managing gambling activity while its licensing requirements include the provision of responsible gambling information.

The Malta Gaming Authority similarly identifies player protection and responsible gaming as regulatory priorities. Its player protection framework includes measures such as responsible gaming information, self-exclusion mechanisms and limits intended to support safer gambling practices.

Digitain’s decision to include responsible play within the We Know the Player positioning therefore places the concept within a broader industry discussion about technology, player experience and protection.

A connected view of the player journey

Another notable element of the positioning is its emphasis on the whole player journey. Digitain says that understanding the player cannot be restricted to a single product or business function.

The company describes its wider portfolio as covering multiple areas including Sportsbook, CRM, Payments, Mobile, Casino and Retail. The concept is intended to connect these functions around one underlying understanding of the player rather than treating each product as an independent interaction.

For operators, this perspective can be relevant when different platforms and services need to work together. A player may move between mobile applications, sportsbook products, casino content, payment interfaces and promotional communications during a single relationship with an operator.

The positioning therefore presents consistency across these touchpoints as part of understanding the player more fully.

What the new concept represents for Digitain

We Know the Player gives Digitain a framework for describing how experience translates into its technology proposition. The company is not presenting the concept simply as a slogan but as a statement about how knowledge gathered across years of market and product experience should influence the way technology is developed.

It also provides additional context for the Built to Lead message. Together, the two statements are designed to communicate both the ambition of the organisation and the knowledge that Digitain says supports that ambition.

The approach allows the company to connect commercial technology with broader considerations such as personalisation, usability, player protection and responsible play.

At the same time, the wording remains positioned as a corporate concept rather than a measurable claim about every player or every operator environment. Its significance will ultimately depend on how the positioning is reflected in products, services and partner experiences over time.

Conclusion

Digitain’s We Know the Player concept places player understanding at the heart of its latest corporate positioning. Drawing on more than two decades of experience across markets, products and player journeys, the company is using the concept to explain the knowledge it says informs its technology strategy and operator solutions.

The positioning also provides a clearer connection to Built to Lead by defining knowledge and player understanding as foundations of Digitain’s stated leadership approach. Its focus extends beyond engagement and product design to include personalisation, risk awareness and responsible play.

As the iGaming sector continues to place greater attention on connected platforms and player protection, the new concept gives Digitain a structured way to communicate how it views the relationship between technology and the people who use it. The longer-term relevance of We Know the Player will depend on how consistently that philosophy appears across the company’s products and partner solutions.

FAQs

What is Digitain’s We Know the Player concept?
We Know the Player is a new positioning concept introduced by Digitain that focuses on player understanding and how experience across markets and player journeys informs its technology, products and operator solutions.

When did Digitain introduce We Know the Player?
Digitain announced the concept on September 23, 2026 through an official company update.

What does We Know the Player mean for Digitain?
The concept describes Digitain’s stated understanding of player behaviour and how that knowledge can inform technology development, player journeys and solutions for operator partners.

How is We Know the Player connected to Built to Lead?
Digitain describes Built to Lead as a statement of its ambition and leadership approach while We Know the Player explains the experience and knowledge that the company says underpin that approach.

Who commented on the new Digitain concept?
Ani Mkrtchyan, Chief Sales Officer of Digitain, provided the quoted commentary accompanying the announcement. Her current role is also listed on Digitain’s official website.

Why does player understanding matter in iGaming technology?
Player understanding can help technology providers consider usability, personalisation, friction points, engagement and responsible play across different stages of the customer journey.

Does We Know the Player focus only on casino products?
No. Digitain describes the concept as extending across its broader technology portfolio, including Sportsbook, CRM, Payments, Mobile, Casino and Retail.

How does the concept address responsible play?
Digitain says that understanding the player includes recognising changes in behaviour, identifying potential risk and understanding when greater player protection may be appropriate.

Is responsible play part of the wider regulatory environment?
Yes. Regulatory authorities including the UK Gambling Commission and Malta Gaming Authority maintain requirements and guidance relating to safer gambling, player protection and responsible gaming.

What is the broader message behind We Know the Player?
The broader message is that Digitain wants its technology proposition to be informed by an understanding of the person behind each interaction rather than focusing only on individual products or technical capabilities.