Live from ICE Barcelona: Exclusive Interview with Hassan Peymani of CreateFuture

As the dust settles on ICE Barcelona 2026, we are thrilled to share this interview we conducted at the event. Hassan Peymani from CreateFuture, an AI-native consultancy, gave us an inside look at how his team has been quietly transforming some of the world’s leading iGaming operators. 

With deep expertise in product, engineering, and strategy, CreateFuture has spent the past seven years helping brands move faster, scale smarter, and deliver meaningful innovation under real commercial and regulatory pressure. In this interview, Hass reflects on launching products at pace, building trust and what it takes to succeed in the rapidly evolving iGaming landscape.

https://www.youtube.com/watch?v=nq4YsQHwHR8

Abigail: Hello, Abigail Welch here, the editor of iGaming News, coming to you live from ICE Barcelona 2026. I'm thrilled today to be joined by Hass from CreateFuture. Thanks for taking the time to speak to us.

Hassan: Thanks for having me.

Abigail: Could we kick things off by you giving us a description of your role in CreateFuture?

Hassan: Sure. I have three hats at CreateFuture. First, I’m accountable and responsible for the P&L of the iGaming division. Second, I work on the strategy to bring us to market, in tandem with the marketing division. Third, and the best part of the job, is putting our experts in front of the industry to showcase the great work we do.

Abigail: Wonderful. For anyone new to CreateFuture, how would you describe who you are and how you help operators?

Hassan: CreateFuture is an AI-native strategic consultancy. We help operators move faster with product and engineering initiatives. We are a 600-person consultancy in the UK, working across the full product lifecycle.

When it comes down to brass tacks, we have 600 people in the UK who are highly engaged problem-solvers with deep domain experience in iGaming.

Abigail: You are here at ICE Barcelona this week. Why is this event so important for CreateFuture, and what is your objective for the event?

Hassan: I think we’re one of the best-kept secrets in iGaming. For me, this event marks the start of our broader reveal to the industry. We’ve been working in the space for seven years without spending much on marketing and have built a substantial portfolio with organisations like Fanduels, Fanatics, Evoke, and Tombola. I’m really excited to bring our expertise and domain knowledge back into the industry on a larger scale.

Abigail: Yesterday, you took part in the IGB executive session, the Sunset Sprint with Fanatics. What were the key themes that resonated with the audience during that session?

Hassan: What I found really useful—and from speaking to attendees, they agreed—was that our partner Fanatics lifted the hood a little and let people see inside what really goes on when delivering a product at scale.

Abigail: You were joined by Josh, the VP and Head of Engineering at Fanatics. Did having that client perspective add something extra to the discussion?

Hassan: Absolutely. It was partly about transparency and honesty, which is very interesting for an operator to do. It shows the trust and value they place in us, allowing them to showcase their work on a large project.

Abigail: One standout talking point was launching a predictions product within five months. What made that pace possible?

Hassan: Several factors. First, trust—at a human, commercial, and pragmatic level between the operator and partner. Fanatics have a startup-focused mentality, so they can pivot and make bold decisions quickly. That gives partners like us stewardship and autonomy, with clear communication to ensure decisions are the right ones.

Abigail: What did it reinforce to you about growing without losing focus on quality?

Hassan: We have a lot of experience scaling teams across operator initiatives. In a fluid environment like the prediction space, which is new to many operators, technical teams need adaptability, curiosity, and flexibility. Scaling our culture alongside our colleagues and the operators is crucial. Trust is a key ingredient in scaling successfully without losing quality.

Abigail: Building under real commercial and regulatory pressure is a reality in this industry. What lessons from this project feel most relevant right now?

Hassan: One key takeaway is that strategic ambitions must be set at the highest level and cascaded down to all teams within the operator. This reduces friction and roadblocks when a partner comes in to support them. CreateFuture has seven years of experience in iGaming, so we’re comfortable challenging an operator’s approach when needed. Being bold upfront helps set the right culture and anticipate potential roadblocks before they occur.

Abigail: Could you give us a broader picture of the different verticals that CreateFuture works in?

Hassan: We work across all aspects of an operator’s ecosystem: casino, sportsbook, trading, predictions, back office, and PAM work. The goal is to identify challenges within any part of that ecosystem and support operators as they evolve over time.

Abigail: What can we expect from CreateFuture in 2026 in terms of projects and business focus?

Hassan: Our focus is to surface the great work our colleagues do with operators around the globe and build credibility in the marketplace. ICE 2026 is just the start of that journey. We’re working on multiple projects in North America and Europe, helping large operators accelerate and supporting tier-two organisations with transformation and innovation. We have hundreds of people deployed across the iGaming space doing impactful work.

Abigail: Thanks for speaking with us.

Hassan: Thanks for having me.