Interview with Muriel Le Senechal, Regional Commercial Manager LATAM Fast Track

Spain.- February 6th 2026 www.zonadeazar.com Fast Track unveiled its latest innovations in artificial intelligence, CRM automation and gamification at the show, with a clear focus on operational efficiency and hyper-personalised player experiences.

Speaking with Zona de Azar from the event floor, Muriel Le Senechal, Regional Commercial Manager LATAM Fast Track, highlighted both the scale of ICE Barcelona and the company’s strategic priorities for 2026.

“The event is huge — much bigger than we expected — so it’s great to be here. We always bring the best we have, and this year, Fast Track AI is definitely the star,” she said.

Watch the interview below:

🤖 Artificial intelligence at the core of the platform

One of the key announcements was the launch of natural language capabilities embedded across the Fast Track ecosystem. This feature allows operators to create reports, generate insights, build campaigns and automate activities simply by interacting with the platform conversationally.

By integrating AI across all services, Fast Track aims to simplify day-to-day operations and speed up decision-making for operators.

🎯 Gamification upgrades: tournaments and new features

Fast Track also showcased major developments within its Rewards gamification module, which now includes tournaments as part of its offering.

These new mechanics strengthen engagement strategies and complement the platform’s personalisation tools.

“The roadmap for this year is very exciting. We’re bringing many new features, so stay tuned,” Muriel added.

🧠 CRM strategy and one-to-one personalisation

During the interview, Muriel stressed that the strongest-performing operators are those who master the fundamentals of CRM before scaling automation.

According to her, the future of Latin America’s iGaming market will be shaped by personalised communication and campaigns tailored to individual player behaviour.

“When you truly speak to the player one-to-one, that’s when the big change happens in Latin America,” she explained.

🌎 Expansion in Latin America and a packed 2026 agenda

Fast Track confirmed an ambitious roadmap for the region, particularly in Brazil and other strategic markets.

Among the upcoming highlights, Muriel revealed plans for an invitation-only immersive workshop for operators in São Paulo on March 18 and 19, designed to help businesses evolve from CRM basics to advanced strategies.

The company will also strengthen its presence at events such as SiGMA Mexico and in Miami, reinforcing its commitment to Latin America.

“Our goal is to bring the best CRM technology powered by AI to the region so operators can grow faster and smarter,” Muriel concluded.

✍️ Edited by: @MaiaDigital – www.zonadeazar.com