Interviews
Thought Leadership with Donna Kelly, Chief People and Culture Officer at Push Gaming
European Gaming spoke to Push Gaming’s Chief People and Culture Officer, Donna Kelly about how they have developed to become one of the best employers in iGaming and what structures they have in place to encourage internal progression.
Push Gaming has seen rapid growth over recent years. Can you tell us more about how the culture at Push has grown with it?
We’ve come a long way over the past few years but we have stayed true to what makes us unique. Our team is at the forefront of everything we do here at Push Gaming and we have built a culture that is centred around trust, collaboration, transparency and accountability.
We have a talented team who are highly driven to create premium quality and exciting game and we work hard to nurture a healthy and positive atmosphere to compliment this..
The same passion we pour into our games is mirrored in the way we build our teams. We give everyone the freedom, flexibility and trust to execute their roles. We are always looking for ways to improve, regularly asking for feedback from the team; what is working, what isn’t and as a result, we can ensure that we’re moving in the right direction.
Internal promotion seems to be a regular occurrence in Push. What about Push as a working environment inspires such high retention rates, and what benefits come from retaining talented people rather than externally hiring?
Individual progression is a key focus for us. We have many success stories where people have joined at the early stages in their careers and are now heading up teams and departments. With the company rapidly growing, there are plenty of opportunities for progression. This is something that we actively focus on internally.
We give our team the support, freedom and tools to work to the best of their ability and to allow them the opportunities to grow as individuals. It has served us well so far!
It is also important to us that we are providing people with learning and development opportunities. We have many different functions and skill sets at Push and we encourage teams and individuals to approach us with courses, tools and technology that can boost their personal development.
How has Push grown in recent months and years, and what does this mean for the future?
Push has seen significant growth over the last few years – our portfolio is constantly expanding, we have entered new markets and there are more on the horizon. To support that growth, of course, we must grow our teams. We’re growing in line with our long-term strategy of consistently bringing the best in entertainment to new players in new territories and creating content with a variety of themes, features and player demographics.
Our ethos has always been quality over quantity, but a well-thought-out long-term vision has put us in a place where we can grow our output, quality and variety of games all at once.
We are in a strong place, with an incredibly talented team and we will continue to build Push with like-minded individuals who share our vision for excellence and quality.
How does Push handle recruitment?
We understand the recruitment process can be lengthy for candidates and as such, we try to make it as smooth and quick as possible by identifying key candidates early to ensure we can progress quickly.
It is important that we are able to identify ambitious people with the potential to grow beyond their current capabilities and fit well into our culture – these are the key things we look for when recruiting.
How do you encourage the collaborative environment that is so important to commercial growth?
We regularly hold company-wide brainstorm sessions where anyone can throw out an idea, from a theme to a mechanic or art style they think players would like. Your role may not be involved in the game development process, but if you have a good idea, you definitely have a platform. That’s the culture we’ve managed to nurture here.
It’s also important for us to find smarter ways of collaboration, especially given that a big chunk of it occurs remotely. We source the latest in collaborative technology, encourage only important meetings that don’t run on, and motivate people to focus on outcomes rather than second-by-second monitoring.
Transparency and accountability really is key to ensuring this way of working takes us forward. Each team is encouraged to translate the company vision into the goals they want to achieve, meaning they set targets that are achievable but ambitious and generated from the bottom up.
All of this culminates in a really trusting and sharing environment where we all feel free to work collaboratively, regardless of location. We have a fantastic team and our games are born of a genuinely diverse group of minds who all feel comfortable expressing when they feel something can be done better, that way we are all accountable to continue innovating.
How do you promote teamwork and team building within Push Gaming?
We make sure we take the time to celebrate our wins as a team. We try to organise as many social opportunities as possible, both virtually so that we can get the whole team together and in person for those based in similar locations.
We regularly hold virtual launch parties for game releases and enjoy a company-wide games afternoon. It’s never mandatory to participate, so to see so many people show up makes it even more clear that our trust and confidence in our team is paying off – we’re lucky we have such a great team.
We try to link our themes to the games – for our recent release Mad Cars, we had our teams in various locations experience some different types of driving – our UK team tried out Quad Biking and blindfolded driving, our other offices tried buggies and go-karting.
We have a lot of fun, whilst also maintaining a high-performance culture which has been key to us continuing to evolve and reaching the heights we’ve enjoyed together.
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The European Gaming Congress (EGC) returns to Warsaw for 2024 on 15-16 October, and organizer HIPTHER is proud to introduce the conference’s esteemed Sponsors – trailblazing companies and accomplished professionals that help make the magic happen! In this Sponsors Spotlight Interview, we welcome Maciej Makuszewski, iGaming Director at Promatic Group, parent company of the Platinum Sponsor for EGC 2024, Promatic Games.
For many people outside the gaming industry, putting social responsibility and online slot games in the same sentence might seem counterintuitive. What’s your perspective on this? How can a slot development company demonstrate responsibility?
You’ve hit on a very interesting point right from the beginning. From an outsider’s view, social responsibility and online gambling might seem like polar opposites—like water and fire. But within the industry, we understand that to succeed, all parties, and especially operators and game studios, need to cater to a broad audience. This includes not only players seeking excitement and adrenaline but also casual players who just want a bit of entertainment. We simply need to think about the mass market when designing the gaming experience.
From there, it becomes essential to safeguard ALL players by promoting responsible behaviors and minimizing risks. After all, even with a naturally risky activity like gambling, people still want a sense of security in their experience. This is where social responsibility becomes key. While the public often associates our industry with problem gambling or even addiction, this is a simplistic view. A problem gambler is not a good player—not for them, and certainly not for us. We aim to create a safe and enjoyable environment for all players, which ultimately benefits everyone involved.
So speaking of iGaming in general, what are the key areas when it comes to promoting responsible behavior and minimizing risks for players, as you rightly put it?
I would consider Responsible Gaming as an umbrella term that encompasses a range of measures. I usually break these down into several key categories:
- Identifying and protecting vulnerable players
- Game mechanics
- Transparency and communication
- Youth exposure
- Game design and incentives
- Financial limits and self-exclusion mechanisms
- Utilization of player data
Of course, this list can evolve depending on specific market needs, but these are the core elements. I haven’t included aspects like fairness or certification, as these are typically viewed as basic prerequisites in most regulated markets—they aren’t specific to Responsible Gaming but rather fundamental requirements for offering games to customers. Additionally, technical standards can also play a supporting role in fostering a responsible gaming environment.
Given that your role as a game studio is to provide the games themselves, how can you contribute to making the experience as responsible as possible? You’re not in full control over all of the seven areas you mentioned earlier.
You’re right—our role is narrower compared to operators, but we still have a significant impact in key areas. We can influence game mechanics, transparency and communication, youth exposure (to some extent), and game design and incentives. While we don’t manage player data, we can still support the identification of problem gambling behaviors.
Take game mechanics, for example. As a studio, we invest a lot of time in balancing the speed of gameplay with clear, accurate visualizations of the spin results. One of our key principles is ensuring that all our designs and developments are configurable to meet Responsible Gaming requirements. For instance, our games were recently certified in the Czech Republic, where the regulator mandates that each spin lasts at least two seconds. This is a Responsible Gaming measure, and our configurable software allowed us to implement this requirement quickly.
Another area that’s been a focus of many regulators is the Bonus Buy feature. We were hesitant to introduce it because some of the behaviors associated with this feature may heighten the risk of problem gambling. After months of careful consideration, we decided to launch it only with the ability to monitor every player action related to this functionality. We are committed to tracking this feature closely to ensure it aligns with responsible gaming standards.
You’re also going to touch on game design and incentives at the European Gaming Congress (EGC), correct?
Yes, that’s right! We’re excited to share the story behind one of our most innovative games, Ale Fajny BOBER. The game’s theme is inspired by a popular viral video, and it was a fascinating challenge for our team to translate the essence of a two-minute YouTube clip into an engaging slot experience. We had many discussions on how to best capture and visualize that story within a slot game format. But I’ll save the finer details for the conference—we’ll be talking about it on Day 1 during our presentation! Feel free to join and ask questions!
You mentioned the game Ale Fajny BOBER. Could our readers be familiar with other titles that have come out of your studio?
Ale Fajny Bober is indeed a new game, which had its premiere in Poland on September 26. Promatic Games has a portfolio of hundreds of exciting slot games that have been both successful and widely appreciated by players. Some of these include: Mummy’s Treasure Deluxe, Dracula’s Treasure, Janosik 30 and Miss Joker Show – the latter has even been shortlisted for the Best iGaming Product category at the EiGE2024 awards, with the final taking place at the upcoming conference. I warmly invite to join us at the event and cast your vote for our title. See you there!
Promatic Group’s iGaming Director, Maciej Makuszewski, and Product Design Manager, Luka Oblak, will be presenting a workshop at the European Gaming Congress on ‘Mastering the Art of Balanced Slot Development.
Join us in Warsaw and meet the Promatic Games Team in person:
The post Can Fun Be Safe? The Role of Social Responsibility in Slot Game Design appeared first on European Gaming Industry News.
Dr Michael Auer Managing Director of OpenBet’s Neccton
Responsible Gaming Education Month roundtable
As Responsible Gaming Education Month (RGEM) rounds to a close in the US, Dr Michael Auer, Managing Director of OpenBet’s Neccton, and Joann Piece, Chief Commercial Officer at Games Global USA, share their insights into the biggest responsible gaming and player protection challenges currently facing operators in America’s regulated states and the tools needed to secure a sustainable and safer future for the industry.
What are the key player protection challenges faced by operators and suppliers in 2024?
MA: Evolving global gaming markets, such as the US and LatAm, demand operators have in-depth insights into their players’ behaviour. With high player volumes, this can pose a challenge for those without up-to-date technology. Operators have the responsibility to take proactive steps to protect players from harm, but in new jurisdictions such as Brazil and Peru, it is vital for them to win the trust of their customers and promote responsible gaming from the off. In a recent Hibou survey, of 2,839 Brazilian respondents, 16% reported experiencing financial issues due to their gambling, which should make combating harm and effectively tracking their player base a core priority for operators.
For suppliers, developing responsible gaming tools that meet the needs of the market is essential. By achieving this, they can take positive steps towards building a sustainable and safer industry. Of course, to be confident their tools are up-to-date and will have a notable impact on reducing potentially harmful behaviours, they must be informed by the richest data available from real players. Peer reviewed research that uses datasets from operators themselves is the best way to do this.
JP: There are very different player protection challenges for operators who are directly accepting wagers from the player vs suppliers who are typically offering their products to the operators – to offer to the player. The main difference is complete oversight of a player’s activity vs partial. An operator can join the dots and see all of a player’s conduct across every wager and vertical, whereas a supplier will typically only see the fraction of that play which occurs on their products. Working together, suppliers can help operators with contextualising to help fulfil their duty of care.
Suppliers will typically operate across numerous states, so where state-by-state, game design and safer gambling requirement variations exist it can pose a challenge. In this regard, continued moves towards harmonisation across states would be beneficial for all stakeholders.
What tools and resources can be provided to help operators implement effective responsible gaming measures?
JP: We have mentioned that harmonised standards assist players, operators, suppliers and regulators. However, measures should be evidence based to ensure that we are putting in place solutions which we know are going to be effective and which help all parties target their resources to maximum effect. From an operator’s perspective, access to any player data that can help build an accurate picture undoubtedly helps in delivering that duty of care. Following the lead of other countries, the UK is seeing the implementation of centralised industry-led exclusion registration via the GamProtect system.
Results from the pilot stage looks promising and with some US focussed operators having been involved in that pilot, it would be interesting to see if the US states could come together to replicate such a register to protect the most vulnerable players when for example they physically relocate between states.
MA: Operators looking to succeed in their respective markets must demonstrate superior responsible gaming capabilities and may turn to technology to support their efforts. OpenBet’s Neccton empowers operators to effectively track player behaviour in real-time, offer limit setting and pop-up messaging functions, and integrate anti-money laundering and fraud detection tools.
My research in this sphere has shown that real-time interventions, such as reality checks, improve the effectiveness of player protection efforts. Our software, which is informed by academic research and adapted in line with the latest insights, is supported by a dedicated compliance consultancy service which gives operators the confidence to fulfil their responsible gaming responsibilities.
What are the key priorities for suppliers in promoting responsible gaming in the years to come?
MA: Suppliers must keep up with the latest developments in responsible gaming tools and research as markets evolve. I have published more than 50 peer reviewed studies in academic journals related to safer gaming and continue to conduct contemporaneous research into player protection. Utilising real player data and insights from experts will help suppliers evolve their offerings to match the changing needs of operators and their customers.
Additionally, staying on the pulse of recent regulatory developments must also be a priority, as shortcomings can delay the production of much-needed software that instils confidence in operators and regulators alike and meets the needs of the market.
JP: The main focus for suppliers around safer gambling relates to game design. There isn’t that direct contact with the players, so the scope of direct interaction is removed. In this regard, harmonisation of standards and requirements around game design is hugely beneficial to all stakeholders.
We would love to see some of the excellent academic work being undertaken in this field being picked up, endorsed and incorporated into formal standards by regulators.
All suppliers are willing to do whatever it takes to ensure their products help keep players safe but we want to ensure changes are going to achieve the desired outcome and the best way to do this is to take the evidence based approach.
GameplAI is harnessing the gains in automation seen in other tech sectors and bringing them to the sports betting industry, with more accurate pricing and automation which reduces the manual overhead of risk-management for trading teams. Its growing group of partners are benefiting from a series of never-before-seen, player-focused markets that engage fans both pre-game and in-play.
Gaming Americas caught up with their Co-Founder, Graham Savage, the man at the helm of a company on the road to becoming the premium supplier of automated and quantitative-driven sports solutions for the sector.
After GameplAI’s defining Q1 raise earlier this year, how have you been deploying the funds?
There are two core priorities for the deployment of our capital. The first is the expansion of our team. We have already doubled the size of the team since January and we are still looking to hire additional technology and sports-modelling expertise. The second strand is a focus on licensing. Given the global footprint of our expanding customer base, we are actively pursuing licences in multiple U.S. states in addition to emerging LatAm regions such as Peru and Argentina.
What does adding Marco Blume as an investor do for the company?
Marco provides fantastic insight and context in terms of what is most important to operators when assessing third-party products. Under his tenure, Pinnacle became a global leader in terms of sports product and pricing and this is the equivalent position that we are keen to assume within the suppliers’ sphere.
How do you see the supply market changing in the year ahead?
We see a strong emphasis being placed by operators on both in-play and props products. We feel this will be a dual responsibility to solve, with the onus being on companies like ourselves to create innovative products bolstered by compelling and accurate pricing, whilst our B2C partners will prioritise delivering intuitive and engaging front end UI to further embellish the product experience.
How were the Euros/Copa America for you and your recent operator deals?
We used both tournaments as a test bed. Betano, the premium online sports betting and gaming brand, launched a segment of the football player props product that we have developed in conjunction with Opta data. These markets proved to be hugely popular and we will roll out our extensive football props solution with Betano over the coming weeks.
In parallel, we launched a proof of concept of our football narrator product with a leading UK operator, which generates contextual markets in-play, relative to the most recent game state. These markets were really well-received by UK-based customers and we will look to broaden the scope of that collaboration, now that the domestic season has resumed.
What are the opportunities for GameplAI right now in the medium to long-term?
We have been very fortunate with the stature of partners with whom we are working. Their respective product and trading teams have been a fantastic support and resource for us – and working with people of that calibre will only serve to further enhance the quality of our product offering.
Broadening our international footprint is also hugely exciting and by the end of year we will be live with market-leading partners across three separate continents, which represents incredible progress in 12 months. We are hugely enthused at the prospects ahead and firmly believe GameplAI will be at the forefront of driving new product innovation in sports in 2025 and beyond.
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