Interviews
Evoplay – Convergence of video games RT
Vladimir Malakchi, CCO at Evoplay
Has the global video game boom influenced the design and development of today’s games? Gamification has been a focus for iGaming developers for some time, has this been driven by the rise in video game popularity?
When it comes to popular culture, the video game industry is no doubt one of the most influential verticals, especially gambling, as both gaming and gambling belong to the same concept of entertainment, where audiences from both worlds intersect with each other. After all – the convergence is obvious – both video game and casino players seek the same goals – fun and gaming. However, those who choose gambling games also want to experience the thrill of betting, which offers a whole new dimension.
From a technological point of view, iGaming companies continue to follow the video game industry and adopt their solutions, such as development, game engines, features, graphics, and sound to create an experience similar to the one seen in the video game world. Casino and video game developers also take a similar approach to storylines – they search for innovative, creative, and exciting themes that can provide a fresh and immersive experience to players. iGaming has also inherited the trend of in-game purchases, such as shops and loot boxes, a vivid example of this is the bonus buy feature you see in several casino titles these days – which again shows how much the verticals are converging.
In general, the video game industry is a trendsetter and a source of ideas and inspiration to those within the iGaming space. It attracts both Millennials and Gen Z players, who share many audiences and demographics with many gambling brands.
Licensed games, chosen correctly, can be valuable investments for studios. We have already seen classic video game IPs feature in some slot titles in the past – is this something that can be leveraged further? Must it be something more than just window dressing?
It’s always exciting when the audiences of two popular brands merge together into one type of entertainment – especially when it comes to something from the wider cultural world being integrated into iGaming.
As well as attracting wider audiences from the outside world, it certainly benefits game providers, giving them a larger media presence and in turn creating wider interest from the outside world, which is especially beneficial if you’re a listed company and as a consequence, as it can directly affect your company’s profitability and volume.
However, alongside the benefits that can be achieved by securing brand rights with third parties, we do need to take costs into account. The average royalty to be paid off to the contractor is 3-15% of the GGR, with joint approval needed from both sides, which can certainly affect the potential for a partnership, and indeed the bottom line.
Saying this though, the benefits usually outweigh the costs, and I’m sure we will see more deals of this type in the future, but considering everything mentioned above, it might not be for everyone, especially those who are just entering and establishing themselves on the market. The key, as always, is identifying your audience and followers and creating a gaming experience that resonates with their values.
Betting on people playing games (esports) has for some time-proven hugely successful. What impact has this had and could have going forward, on traditional gambling as a whole?
Without a doubt, the implementation of gaming-inspired features into casino products can significantly expand what’s on offer, and as a consequence, attract new players. This is especially the case when it comes to the spirit of fixed odds and sports betting, and when incorporated into gaming titles, can help go a long way to reaching sports betting fans who might want to give gaming a try.
In our view, instant games are among the best examples of how this approach can be carried out. Players can choose types of bets, which provides them with a gambling experience similar to betting on sports, which in turn makes them feel right at home without any major learning curve required to start playing a game.
The value of such products was analysed heavily during 2020 when sports events were canceled, and bettors needed to find a substitution for the hobby they used to entertain themselves with. Subsequently the adoption of betting mechanics in casino games’ introduced casino brands to the sports betting market and simultaneously covered its audience’s demand – we’ve seen the success it has had during the last two years, and there’s no reason for that not to continue even with sports back, as we are entering a new era of gaming where such transitions are far easier than before.
A recent study declared that video gamers are up to 4.5 times more likely to participate in betting and igaming. How can this new demographic of potential players be best approached?
As we’ve mentioned, there’s plenty of intersection when it comes to audiences and demographics, as at the end of the day, all users are after one thing – entertainment. This means that everything starts with a product that can both encompass and be adapted to players’ usual patterns of expectations for the gaming experience. It is evident that both video gamers and sports betting fans have their own preference – gamers especially look for a storyline, strong characters, and a clearly-defined challenge – while sports bettors will always gravitate towards ‘live events’ and the thrill of taking on the ‘house’.
In line with this – when robust analytics of audiences and demographics are applied, companies can learn where users can be found and the methods behind attracting them through specific messaging and themes. This requires analytics-based marketing, as well as creative and technological solutions, which will of course vary across product type and the desired outcome.
Online, social gaming is a place where many gamers meet up, forge friendships and communities – to what extent can this be mirrored within iGaming?
Socialisation is an established concept in the video game industry, where multiplayer gaming has almost become a must-have offering and certainly has become an event that players expect when certain games are released. A wide variety of platforms designed for communication between players is key to making this happen – with forums, chats, and online communities allowing gamers to interact with each other.
Steam set the trend for socialisation in the gaming vertical, providing an opportunity for players to discuss games, share their opinions and give recommendations. Twitch has continued this trend, as well as attracting gambling streamers, once again demonstrating how the two audiences often intersect. The content on Twitch attracted fans of casino games, which gave rise to the communication between gamblers.
Today, the social aspect of gambling continues to grow, which will no doubt continue to see growth continue given the demand. The pandemic and insufficient levels of communication due to lockdowns have only enhanced the demand for socialisation within iGaming, as it’s become quite apparent that modern players seek to exchange their playing experience.
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Following the announcement of its new publishing vertical and the successful debut of Royal Drop, we sat down with Tanja Bergman, Head of Growth RGS at Tequity, to discuss how this new arm is set to dismantle technical barriers for ambitious studios and why scalability is the new frontier for the ‘Burst Games’ genre.
Tequity has just officially launched its Publishing vertical. What was the primary catalyst behind this move?
The industry is currently in a fascinating place. There is no shortage of creative talent among studios, but there is a massive technical bottleneck. We have seen so many ambitious studios with incredible concepts – especially those moving beyond traditional slots – who have been getting bogged down in terms of getting those concepts out into the marketplace.
The catalyst for Tequity Publishing was simple. We wanted to break down those technical barriers. By handling the infrastructure, distribution, and compliance frameworks, we allow studios to do what they do best, which is build outstanding games. It’s about speed-to-market without compromising on the quality or the vision of their content.
The launch coincides with the release of Royal Drop. How does this game, and the partnership with Mirror Image Gaming and The Fortune Engine, showcase what Tequity Publishing is all about?
Royal Drop is the perfect proof of concept. It’s a collaboration that highlights three important pillars of modern game delivery. You have Mirror Image Gaming bringing that fresh, video-game-influenced Burst Games energy, The Fortune Engine provide the math tools and templates, and Tequity Publishing offers the global scale and distribution pathway.
It shows that when you remove operational friction, you can create a game-first experience that appeals to a new generation of players who want something more interactive than a standard 5×3 reel.
Tequity Publishing offers two models: RGSaaS and RGS-to-RGS. Can you walk us through the strategic benefits of each?
Flexibility is key, because no two studios are at the same stage of their journey. The RGSaaS model is our full-service offering. It’s designed for studios that want to focus 100% on the creative side. We provide the entire infrastructure and publishing framework and it is essentially a business-in-a-box for game creators.
The RGS-to-RGS model is a more streamlined, tech-first approach for studios that already have their own RGS but lack the distribution muscle. It allows them to plug into our growing operator and aggregator network instantly. Both models are built on the same philosophy: helping studios reach parts of the market they otherwise couldn’t access on their own.
You mentioned reaching new generations of players. How does this vertical specifically empower studios to innovate in ways they couldn’t before?
When a studio is concerned about how they are going to integrate with a multitude of different operators or how to navigate complex jurisdictional requirements, they tend to play it safe. They stick to what they know.
By taking that weight off their shoulders, we give them the opportunity to be brave. Studios like Mirror Image Gaming are pushing the boundaries of modern iGaming, taking influences from the video game world. This is exactly what the new generation of players is looking for. We provide the scalability so that these niche, innovative ideas can achieve mass-market impact.
It’s been a busy period for Tequity, following the success of your Originals series and the iBankroll partnership. How does the Publishing vertical fit into the broader Tequity roadmap for 2026?
It’s all part of becoming the ultimate technology partner for the gaming industry. Whether it’s our streamer-friendly Originals or our Bankroll-as-a-Service offering, the goal is to provide scalable, customisable solutions. Tequity Publishing is the natural evolution of that mission. We aren’t only providing the tools anymore, but also the pathway to the player. Looking ahead, you can expect a series of further launches through our three-way collaborations. We’re proving that the barrier to entry for innovation has never been lower.
Finally, for studios looking to scale quickly, what is your main message to them?
Don’t let technical noise drown out your creative signal. If you have a game concept that breaks the mould, you shouldn’t have to spend years building the distribution architecture to get it seen. That’s what we’re here for. We want to help you launch at a speed and scale that matches your ambition, so that you can make a significant splash in the industry.
The post Scaling innovation through the launch of Tequity Publishing appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
We speak to Charles Mott, CEO & Co-Founder at S Gaming, about the provider’s move into the US market with BetMGM and why more casual gameplay hits the mark with players stateside
Congratulations on your deal with BetMGM in the USA. Why is this such a milestone market launch for S Gaming?
The deal with BetMGM marks our hotly-anticipated launch in the US market, and sees our games go live to players in core regulated states such as New Jersey, Pennsylvania, West Virginia and Michigan. We see huge potential for our content in the North American market, and to make our debut with such a high-calibre operator is a testament to this. The US is still just finding its feet as a regulated online casino market, and our games, with their focus on sustainability and high entertainment, are the perfect fit for audiences who are used to land-based slots and are increasingly moving online. They are simple, easy to understand and play, and ultimately deliver tons of fun over longer playing sessions – just like the slot machines found on the floors of casinos in Las Vegas and beyond.
Just how important was it to go live with a tier-one operator like BetMGM? And how will the deal allow you to quickly build momentum in the US?
It’s mission critical. Going live with BetMGM allows us to build immediate trust with players, tap into a large and loyal playerbase, and simultaneously enter multiple regulated iCasino states at the same time. Now that we are up and running with BetMGM, we are turning our attention to striking partnerships with other operators active in the market. It’s pretty much the same blueprint that we’ve followed in our home market of the UK where we are now live with all but a handful of brands – something we have been able to achieve in a little over two years. We know the US is a slightly different market, but we are confident in our approach to game development and, as we gather more data on how US players interact with our games, will use this feedback loop to guide our product roadmap going forwards so that each title is better than the last and more suited to the preferences of US players.
You mentioned that your games are aimed at more casual players. How does this align with the preferences of US consumers?
If you walk onto the gaming floor of any Las Vegas casino, you’ll see row after row of slot machines. Increasingly, these machines are designed to keep players entertained for longer through gripping gameplay and regular wins. A lot of online slot content delivers high risk/high reward gameplay, where players can quickly clear through their balance as they hunt down big wins – wins that don’t land all that often. In a market where operators care deeply about retention and lifetime value, games that keep players spinning for longer really matter. Our approach to producing sustainable, fun games for players in the UK and Europe has allowed us to not only stand out but to engage players at scale, and we are confident players in the US, especially those who enjoy land-based slotting, will also be drawn to them at scale.
Has launching in the US been a major undertaking for S Gaming, or did it prove to be plain sailing for the most part?
When planning our move into the US market we identified two routes. We have our own remote game server, so we could build on that, secure licences in each state we wanted to enter, and then deploy our content directly with operators. The other option would be to work with a third-party RGS provider that already has the licences and integrations we needed. While the first option might sound like the best, in reality, especially for a smaller studio, the cost of and resources required for securing individual state licences can be prohibitive. So instead, we joined forces with Gaming Realms as they have the cutting-edge RGS and licences (in both the US and Europe) we were looking for. This means we simply need to build a US version of each game on the Gaming Realms RGS and can then deploy content with the wide range of operator partners they are connected with in regulated iCasino states across the US.
Tell us more about the initial run of games you’ve launched with BetMGM.
We’ve launched the partnership with Barnyard Bash Chicken Chase which will be followed by Triple 7 Jackpot in February and Cat and Mouse Collect in March – with one new game a month to follow as we build out our US portfolio. If players were to try just one of our games, it would be Barnyard Bash Chicken Chase. It gets players clucking as they spin the reels, collect Eggs and add them to the growing Nest – the more eggs collected, the bigger the Nest Egg becomes. Not only that, Eggs can randomly activate the matching colour-coded Nest Egg and award entry to the Chicken Trail feature, drop Egg-stra Free Spins or lay an Instant Prize.
But once they’ve tried it, they’ll definitely want to take Triple 7 Jackpot for a spin. This classic slot is dripping in neon action – the Triple 7 feature is always on screen but is locked until a spin lands three Bonus 777 symbols. This unlocks the feature with on spin awarded, giving players a shot at the 500x Jackpot prize. Free Spins are also up for grabs with seven Free Games awarded when three Scatters land in the base game.
Finally, Cat and Mouse Collect is a playful, feature-rich slot built around a simple but engaging Collect mechanic. Players pin the reels, collect up the cheeses and feed the hungry mice until they’re fit to burst. Green plates will serve up an instant prize, Blue will start the wild and wacky Cheese Chase and Red dishes out some feisty Free Spins. With regular feature triggers and plenty of on-reel interaction, it’s designed to keep players engaged from spin to spin without relying on extreme volatility.
What does success in the US look like for S Gaming over the next 12-18 months?
Success for us isn’t about one big hit, it’s about becoming a trusted, widely-distributed supplier in regulated iCasino states. Over the next year we want to significantly expand beyond BetMGM, roll out a steady pipeline of US-optimised titles and build the kind of player data and
operator relationships that let us grow sustainably. If players in New Jersey, Pennsylvania and Michigan are regularly choosing S Gaming titles as part of their core rotation, then we’ll know we’re really breaking into the market.
The post Breaking America with BetMGM appeared first on Americas iGaming & Sports Betting News.
What innovation consists of within the slots industry is often debated. While there are often calls for more groundbreaking features to be introduced, the reality is that the progression of trusted and popular concepts is what drives the industry forward with new releases.
We caught up with the Kendoo’s Commercial Director, Kate Romanenko, to understand more on how long-term retention is often underpinned by controlled evolution of proven concepts, as shown in the company’s success over the past year.
In an industry driven by novelty, why do you think long-term consistency is becoming just as valuable as innovation?
In the competitive iGaming market, everyone is obsessed with “what’s next,” long-term consistency has become a signal of trust. Operators are increasingly cautious: they want games that perform predictably over time, not just those who grow only on launch. Controlled evolution, like we showed with 3 Pots and 4 Pots games, such as 3 Fortune Trees, 3 Gates of Pyramid, 4 Egypt Scarabs etc., proves that you can refresh mechanics and visuals without breaking what already works. Innovation still matters, but when it’s backed by performance data and retention, it becomes scalable, sustainable value rather than short-lived hype.
How does Kendoo ensure technical and gameplay stability across its growing portfolio, especially as it scales into new markets?
At Kendoo, we build on a select set of well-tested core mechanics, evolving them thoughtfully rather than introducing unproven systems. Each game reflects our research, experience, and deep understanding of player needs. This approach lets us expand into new markets without compromising reliability, delivering operators consistent performance and players a smooth, familiar experience they can trust.
What role does reliability play in building strong partnerships with aggregators and platforms?
Reliability is the foundation of trust with aggregators and platforms. When integrations are stable, launches are predictable, and games perform consistently, partners can scale with confidence. For Kendoo, reliability reduces operational friction on their side, fewer incidents, faster rollouts, and clearer performance expectations. Over time, this turns a supplier relationship into a long-term partnership, where growth is planned together rather than driven by constant risk around new releases.
Do you think players are beginning to value dependable, well-balanced games over constant experimentation?
Players enjoy novelty, but they return to games that feel fair, familiar, and well-balanced. Constant experimentation can create friction, while dependable mechanics build confidence and habit. That’s why evolved formats with proven performance tend to retain better: players know what to expect, and that reliability turns curiosity into long-term engagement. For example, taking mechanics like Pots, which originated in land-based casinos, and successfully adapting them for online play.
Can you point to a Kendoo title that’s become a steady performer over time and what that tells you about what players really value?
A clear example is 3 Fortune Trees. Since launch, it has consistently driven strong retention and engagement across markets, with an average of 500 bets per player, which is excellent. The game demonstrates that players value Pots mechanics and reliable, well-balanced gameplay over flashy, one-off features. Its engaging mechanics, popular theme, and premium art and animation all come together to create a game that players love to play.
The post Kendoo interview: Can stability be the new innovation? appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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