ICE Barcelona: Interview with Phil O’Driscoll, Solutions Consultant at Fast Track
Spain.- February 6th 2026 www.zonadeazar.com Fast Track showcased its latest developments in automation, data-led CRM and artificial intelligence at the event, with a strong focus on maximizing true player value and improving operational efficiency for operators.
Speaking with Zona de Azar, Phil O’Driscoll described the strategic role of Solutions Consultants: understanding partner needs, designing platform-based solutions and building long-term relationships.
“Our goal is to save operators time, dramatically improve campaign outcomes and increase ROI through automation,” he said.
🤝 Consultative approach and partner relationships
According to O’Driscoll, Fast Track works with more than 500 brands worldwide and focuses on a friendly, consultative market approach.
“We let the platform and partner testimonials speak for themselves,” he noted.
📊 Automation, cost efficiency and player experience
Three industry challenges addressed:
- Time savings via real-time automation
- Cost optimisation through true value modelling
- Improved, frictionless player journeys
He highlighted true value as a metric that looks beyond short-term profit and loss.
🧠 Smarter segmentation and cross-team collaboration
The Greco integration is helping marketing and risk teams collaborate more effectively while improving CRM and bonusing efficiency.
🤖 Real-time data, experts and artificial intelligence
Top-performing operators rely on dynamic player profiles, specialist knowledge and AI-powered decision-making, O’Driscoll explained.
🚀 True Value, Fast Track AI and gamification lead the roadmap
Key innovations presented at ICE:
- True Value as a defining KPI for 2026
- Fast Track AI with natural language interaction
- Rewards and gamification tools
✍️ Edited by: @MaiaDigital – www.zonadeazar.com