For gaming operators, the next wave of growth will not come only from acquiring more players. It will come from understanding existing players more deeply, identifying high-potential guests earlier, engaging them with relevance, and growing relationships in ways that are both profitable and sustainable.
Built for gaming operators, Hey Seven helps identify, engage, and grow premium players across land-based, online, and omnichannel environments. Founded by experienced Tier I gaming and technology executives Tal Rubinstein, Mikhail Gaushkin, and Michal Lissauer, Hey Seven created and released what it describes as the industry’s first autonomous AI-native premium player development platform, operating 24/7 in each customer’s preferred language.
That distinction between analytics and relationship-building is central to how Hey Seven positions itself in the market.
“The industry is fully equipped with many great vendors offering the gaming analytics that are available now. We come in at an entirely different layer. We come in on top and say, OK, we understand what you did. Hey Seven understands who you are. By understanding who you are, we hyper-personalize the relationship at scale. Our Agentic Model is trained to do what we call EQ, which is understanding the sentiment and the human emotional touch points,” said Rubinstein, Hey Seven’s chief executive officer.
Rubinstein and Gaushkin believe even the best casino hosts have finite capacity and can personally manage only a limited number of high-touch relationships. Hey Seven was built to address that gap.
Hey Seven unifies gaming, behavioral, and conversational signals in a single system. By adding an EQ layer — the tone, timing, context, and personal touch that help a player feel understood — the platform creates a more complete player profile, driving stronger relationships, increased loyalty, and measurable incremental revenue.
“The platform learns from every interaction, and it can engage every premium player or emerging premium player simultaneously,” said Gaushkin, Hey Seven’s chief commercial and revenue officer.
Hey Seven was designed to address four persistent limitations in traditional player development:
- Human Ceiling — Even experienced hosts can personally manage only a finite number of meaningful, high-touch relationships.
- Hidden Value — Emerging high-value players slip through segmentation that was never built to see them.
- Blind Reinvestment — You know what a player did; you rarely know what they want next.
- Compliance Consistency — Applying communication, reinvestment, and responsible-gaming guidelines consistently across large teams can be challenging.
During his years in gaming and Tier I technological experience, Gaushkin worked with CRM, analytics, and a variety of other sophisticated solutions. He devoted time to understanding the systems and concluded that they were missing the human element.
“Our platform tracks all the data and combines it with gaming intelligence, behavioral intelligence, and conversational intelligence,” he said. “This creates a layer that essentially helps us take care of the customer at a higher level and provide service to the right customer at the right time.”
Cultivating a player base becomes more complex when operators must account for different levels of player value, sophistication, motivation, and intent.
“That exactly is our advantage,” Rubinstein said. “That is precisely the technical moat that we are building. It does not come from understanding just the gaming analytics, the dry numbers on paper. What our agentic AI platform is trained to do is understand EQ — understanding sentiment and human emotional touch points.”
Rubinstein related that one of the communication channels Hey Seven is using is text messaging, saying, “As you may know, text messages get a 95-plus percent open rate within five minutes of delivery, unlike emails, which get overall open rates of less than 20 percent.”
“What excites me may not excite somebody else,” she continued. “We learn that by listening to the player and continuously incorporating feedback from every interaction. We understand the entire layer of conversation: how fast you reply, how you reply, natural language processing, and which words you choose to use. Do you use emojis or exclamation marks?”
“Everything that is put into a text, which is now the primary form of communication, is analyzed in an EQ layer. That means we want to read between the lines to understand who you are, what motivates you, what excites you, and what drives you — not just what you did on the casino floor.”
“We have an amazing tech product, but our ‘secret sauce’ is the people behind Hey Seven,” Rubinstein said. “Eventually it is who you do business with. When you sign a deal, you look the other people in the eye and you say this is a partner I can trust, this is a partner I want to work with.
“At Hey Seven we have three core values that we live by every single day. They all apply internally – to our customers, to our investors, and to our partners.”
Rubinstein said that Hey Seven is committed first to excellence. Belief in being the best “is not a bad thing, it’s not arrogance” she said. “It is waking up every morning and choosing to do your best.
“Our second core value is transparency. There is nothing hidden, no hidden cost. Third is accountability, which means we are accountable for what we say and for what we promise. I am very proud of our team.”
