Interview with Muriel Le Senechal, Regional Commercial Manager LatAm Fast Track
Spain 13 February 2026 www.zonadeazar.com.- Fast Track presented its new solutions based on AI, advanced gamification and total player personalisation
From ICE Barcelona 2026, Zona de Azar spoke with Muriel, Regional Commercial Manager LatAm at Fast Track, who shared the main innovations that the company brought to the biggest event of the year for the iGaming industry, with a clear focus: artificial intelligence applied to day-to-day operations, CRM automation and hyper-personalised experiences for players.
During the interview, Muriel highlighted the growth of the event and the strategic importance of the fair for showcasing the provider’s latest technological developments.
‘The show is huge, much bigger than we expected, so it’s great to be here. We always bring the best we have, and this year, without a doubt, Fast Track AI is the star of the show,’ she said.
Watch the interview below:
🤖 Artificial intelligence as the central engine of the platform
One of the most significant announcements was the launch of the natural language system integrated into the Fast Track ecosystem, an innovation that allows operators to interact with the platform in a conversational manner.
Thanks to this technology, users can generate reports, request insights, create campaigns, automate activities and analyse operational performance using natural language, all within the same environment.
‘Now operators can create reports and activities, request insights and understand their daily operations simply by talking to the platform. This completely changes the way we work,’ explained Muriel.
The incorporation of Fast Track AI cuts across all of the company’s services and seeks to simplify the lives of operators by centralising functions and accelerating decision-making.
🎯 Gamification: tournaments and new features in Rewards
At the same time, the company presented important new features in its Rewards gamification module, which now includes tournaments as part of its offering.
This evolution enriches the player experience and adds new engagement mechanics within the CRM, complementing the personalisation proposal.
‘The roadmap for this year is really strong. We are launching a lot of new features, so it’s worth keeping an eye out,’ Muriel said.
🧠 CRM and personalisation: the key to performance
Another central point of the talk was the importance of returning to the basics of CRM to achieve better results.
According to Muriel, the competitive difference between operators who achieve high levels of performance and those who do not lies in the ability to build one-to-one relationships with players.
‘It’s not just about being one step ahead in technology, but about preparing the strategy well, understanding the fundamentals of CRM, and only then creating automations that allow you to speak to the player in a personalised way,’ he explained.
In this regard, he stressed that the future of the Latin American market will be marked by individualised communication, specific campaigns based on tastes and behaviours, and a much closer relationship with each user.
‘When we start talking to the player as a unique person, that’s when the big change in Latin America really happens,’ he said.
🌎 Expansion in Latin America and key events in 2026
Fast Track also confirmed a busy schedule for the region this year, with a strong focus on Brazil and other strategic markets.
Among the upcoming milestones, Muriel announced an exclusive workshop for operators in São Paulo on 18 and 19 March, an invitation-only event designed to help companies evolve from the basics of CRM to more advanced strategies.
In addition, the company plans to have a strong presence at events such as SiGMA Mexico and Miami, reinforcing its commitment to growth in Latin America.
‘Our idea is to bring the best CRM technology with artificial intelligence to Latin America so that operators can evolve quickly and grow in the best way possible,’ he concluded.
✍️ Edited by: @MaiaDigital – www.zonadeazar.com