Interviews
Strategies for Cultivating Player Engagement: Insights from Head of SOFTSWISS Sportsbook Alexander Kamenetskyi
Alexander joined the company in May 2020. He has more than 26 years of experience in Sports Betting and Gambling. His expertise lies in betting trends, iGaming sports industry analytics, product development, and product team management.
From your perspective what are the most significant issues confronting betting and gaming companies?
Within the iGaming industry, two core objectives take centre stage: player attraction and player retention. In this context, two pivotal aspects demand our attention.
Firstly, if we take a closer look at the strategies and products of B2B companies, it becomes quite evident that many of them grapple with truly understanding what players really need. Secondly, in the world of betting, it’s not just about offering a product, it’s about making sure that product actively engages players.
What is more, it’s imperative for a bonus system to operate like a well-tuned instrument in the operator’s hands. It should allow them the flexibility to finely adjust the player journey from the moment they step into the project and keep them engaged for the long haul. We are talking about creating an environment where players are not just involved but genuinely interested.
At the same time, we understand that players may want to explore other gaming projects. Our key objective here is to ensure that once they switch to another platform, they immediately come to realise that our bonus system offers a more captivating and user-friendly experience. They might not be able to explicitly explain why, but they will unmistakably feel the distinction. This remains the foundational principle behind our development efforts.
What do you think about such methods of keeping attention, as gamification?
We all have this inner child inside us, right? And we often end up telling that inner child to put away the toys. That’s where gamification steps in. It’s like this cool trick where even apps that have nothing to do with games sneak in some fun stuff.
In the financial sector, there’s this interesting bank app that cleverly incorporates gamification principles. Now, you might think banking is far from gaming, but this app offers some cool incentives. Imagine getting extra cashbacks, cool avatars, and bonuses just for using the app actively. For instance, when you buy tickets to three different countries, they reward you with a ‘traveller’ avatar. They’ve even got this central character, a cat, that you can interact with, turning your banking tasks into a fun gaming experience.
It all comes down to our basic need to play, something we usually hold back on. But when you sprinkle in a bit of fun, engagement shoots up. We start getting into missions and quests, and that keeps us coming back for more. That’s exactly what these app developers are after – they want to keep us hooked. So, we keep coming back to take care of our virtual cat or spin that wheel because, let’s be honest, missing out on those means fewer bonuses. Plus, we are all in on those weekly missions to boost our ranking. It’s all about that core principle – making it fun to keep us around.
How can an operator gain player loyalty?
Throughout my years in this field, I’ve come to truly appreciate the power of personalisation. It’s a game-changer that goes beyond the allure of bonuses or the thrill of gamification.
Within our operations, we have specialised departments like retention and VIP retention. Their mission is to treat each VIP player as a unique individual, not just another customer. It’s about understanding that VIP players have distinct needs and preferences. By promptly addressing their requests and concerns, we make them feel genuinely valued. This principle isn’t confined to the betting world, it’s a universal truth. Bonuses certainly add excitement, but they’re just an extra layer.
When it comes to engaging with VIP players, I have frequently witnessed various scenarios. Sometimes, players approach with questions that have nothing to do with the project itself. They might ask for directions or assistance with entirely unrelated matters. Those who actively step in to help in such situations often become heroes in the eyes of the players. It’s akin to creating a bond where players instinctively look to us for any need, whether it’s related to placing a bet or seeking guidance on entirely different matters. It’s about cultivating a reflex in the player that says, “If I need something, I know where to go.”
When considering regular players who are not in the VIP category, it’s imperative to gauge their retention levels. For example, a company might use a system featuring five retention levels based on player profitability. Employees are assigned KPIs, which might include elevating their clients to the next retention level. Based on their performance, employees can also progress to the next level. This strategy has proven to be highly effective.
Furthermore, when discussing player retention, I would pay attention to recommendations. For instance, consider a scenario where we inform a player that their favourite team is scheduled to play today, but one of the key players is sidelined, and the team is facing issues with their striker. Our approach isn’t about misleading the player; it’s about establishing trust, knowing that maths will do the rest.
Another effective approach to engage players is by introducing tournaments, quests, and jackpots that encourage friendly competition among players. These diverse tools can be harnessed to incentivise players to participate in various activities. For instance, the operator might announce that all bets placed on the International 2023 will contribute to a specific jackpot. This strategy motivates players to actively partake in these actions, enhancing their overall experience.
When discussing betting with odds, it’s important to keep in mind that our profits are linked to the margin. Unfortunately, this fundamental concept is often overlooked by many operators in the betting industry, even those with extensive expertise. It’s common for them to disregard the critical point that a bookmaker’s earnings aren’t intricately tied to the odds they present but are, in reality, shaped by the margin they can uphold.
In certain tournaments, we encourage players to engage in a competition for a shared prize pool. These tournaments come with two key limitations: firstly, the prize pool is fixed for that specific tournament, and secondly, there is a time limit since the pool gradually decreases if players are not actively involved.
Moreover, we can design tournaments where players receive rewards for specific in-game actions or achievements, adding an extra layer of excitement and engagement to the competition.
At SOFTSWISS, what are your primary areas of focus when it comes to designing and enhancing your products?
We have three main criteria in mind. The first two are super important, while the third serves to complement them.
Firstly, we always look at the player’s needs. Keeping players engaged and interested is a top priority. Secondly, we’ve got what the operator needs. We want to motivate players to do things that are not only fun for them but also good for the operator. Like, encouraging bets on live and express events – it’s a win-win. Lastly, there’s market trends. We are always keeping an eye on what’s hot and what’s not because we know other operators are doing the same. We want to stay in the game and make sure our players have the latest and greatest.
And let’s not forget about the importance of automation. The smoother and more automated these tools are, the better they work for both operators and players.
Diving into the finer details, let’s examine what a player really needs. Ideally, betting should be effortless for them, requiring minimal thought, and in return, they should receive bonuses for their actions, serving as a catalyst for their engagement. It’s imperative that players feel acknowledged, encouraged, and valued – just like that.
When it comes to bookmakers, their main objective is to motivate players to bet on live and express events. This is all about boosting player engagement. However, operators generally prefer not to invest excessive time and resources into managing bonuses and customisation, as it can be a challenging task.
Another challenge revolves around content. It involves the need to brainstorm ideas, create content, publish it on the site, promote it to players, and most importantly, ensure that they engage with it. Many companies maintain dedicated departments to handle these tasks, specifically focusing on content management. Unfortunately, this can result in substantial financial overhead as these departments need ongoing maintenance and resources.
Our system empowers operators to effortlessly create new bonuses in a matter of minutes. Even for bonuses that were issued in the past, it takes less than a minute to relaunch them. The brilliance of our system lies in its ability to automatically generate T&C and banners, completely removing the need for operators to get involved in this process.
Furthermore, when a bonus reaches its expiration date, our system removes the associated banner and all related content automatically. This means operators don’t have to spend their valuable time and energy on content management. In essence, we strive to save our partners precious time and streamline their operations. With our product, we aim to shift operators’ primary focus towards attracting more traffic while automating repetitive tasks, ultimately making their workflow much more efficient.
The SOFTSWISS Sportsbook comes equipped with integrated gamification features, including exclusive industry bonuses and jackpots, providing both players and operators with a wide array of enhancements to elevate their gaming experience. Beyond the typical sports betting bonuses, the SOFTSWISS Sportsbook boasts four entirely unique bonuses that play a pivotal role in substantially boosting player engagement – Hunting Bonus, Hunting Tournaments, Lootbox Bonuses, Freebet Booster.
Another challenge that operators often grapple with is determining the right value for bonuses. It’s essential that players receive bonuses that match their betting activity and continue to entice them. This balance is critical in all areas of betting, whether it is online casinos, offline casinos, or sports betting.
The main obstacle here is finding a way to reward smaller players appropriately without overly lavishing them with bonuses. For instance, it wouldn’t make sense for a player betting just 1 euro to receive a whopping 100 euro bonus. Conversely, it’s equally vital not to underwhelm high-value players. It can be quite awkward when a VIP player, who is wagering substantial amounts, is offered a mere 100 euro bonus. Finding this balance is a delicate yet crucial aspect of our work.
The real challenge here is to make sure we automate this system effectively. Fortunately, we’ve got it covered through our Hunting Bonus. Our system operates seamlessly in automatic mode, guaranteeing that players who consistently bet larger amounts, like 3,000 euro, get the free bets they deserve.
The SOFTSWISS Sportsbook smoothly integrates with various platforms, seamlessly collaborating with their CRM systems and features. This eliminates the need for extensive operator retraining, allowing them to continue working with familiar tools and processes. Additionally, it offers enhanced customisation options for a more personalised experience.
More importantly, this flexibility extends beyond SOFTSWISS platforms. Operators are not confined to using platforms exclusively developed by SOFTSWISS. They can effortlessly incorporate our Sportsbook functionality into a diverse array of platforms, whether within or outside the SOFTSWISS ecosystem.
What business metrics can be improved with gamification tools and bonuses?
The operator can offer a bonus for the next month if a player’s deposits exceed 1,000 euro for the current month, given that the player typically deposits around 800 euro. In this scenario, even if the player’s current deposits stand at 800 euro, and they may not have the full amount readily available, there’s a strong likelihood that they will make an additional 200 euro to qualify for the bonus. This action automatically elevates the player’s status or level.
By focusing on a player group that typically places an average bet of, let’s say, 5 euro, the operator can implement a unique bonus strategy. For instance, for players who achieve a winning streak in football bets with a wager of 7.5 euro, every third successful bet activates a 10 euro free bet. As players persist in their betting activities and progressively raise their average bet, often without being consciously aware of it, the operator witnesses a natural 50% increase in their average bet size.
Consequently, the operator anticipates a corresponding 50% increase in Gross Gaming Revenue (GGR). While the bonus component of the operator’s expenses does increase in this scenario, it typically remains around 25%, and the GGR surges by 50%. In essence, the operator gains an additional 25% in overall revenue.
Regarding bonuses, operators in both casinos and sports betting often fail to address a crucial aspect: defining the bonus offer’s purpose. Operators must precisely determine their incentive goals, whether it’s increasing deposits, raising the average bet size, or prolonging player engagement. Bonuses should be strategically tailored to encourage players to take particular actions that align with the operator’s objectives.
When implementing a bonus, it’s imperative to recognise the intended impact on a particular metric and establish clear, measurable criteria for assessing its success. This clarity ensures that bonuses are not just a perk for players but also a strategic tool for driving desired outcomes in the operator’s favour.
About SOFTSWISS
SOFTSWISS is an international iGaming company supplying certified software solutions for managing gambling operations. The expert team, which counts 1,500+ employees, is based in Malta, Poland, Georgia, and Belarus. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013 SOFTSWISS was the first in the world to introduce a bitcoin-optimised online casino solution.
Interviews
Legends Charity Game: Rasmus Sojmark on Football Icons, Lisbon, and Raising €1 Million for Charity
On 15 September 2025, Lisbon will host the Legends Charity Game, a once-in-a-lifetime football match where Portugal’s greatest players face off against global legends—all to raise over €1 million for four life-changing charities. In this exclusive interview, Rasmus Sojmark, CEO & Founder of SBC, shares the inspiration, the star-studded lineups, and the powerful purpose driving this historic event.
Q: What is the Legends Charity Game?
RS: The Legends Charity Game is something we’ve been dreaming about for a long time, and now it’s finally happening.
On Monday, 15 September, right in the heart of Lisbon, a team of Portugal’s greatest football legends will step onto the pitch to take on a global lineup of football legends from across the world.
These legends are the players so many of us grew up watching, idols who shaped our love for the game, now coming together for a match that is about more than nostalgia. It’s about charity, and our goal is to raise over €1,000,000 for four incredible organisations: the Ukrainian Red Cross Society, which continues to support those affected by the war in Ukraine, the Portuguese Red Cross, International Alert, and Caritas Portugal, which all do vital work with vulnerable communities in Portugal and beyond.
The match will welcome 60,000 fans to the stadium, either Estádio da Luz or Estádio José Alvalade, depending on Champions League scheduling announced at the end of August, and will be broadcast to millions around the world.
The Legends Charity Game is how we have chosen to open SBC Summit 2025. With real heart and purpose. So if you are planning to be in Lisbon for the Summit, please make sure to arrive before this Monday evening charity event.
We’ve poured everything into making it special, not because we had to, but because we believe in it. The players believe in it too. It is going to be emotional and genuinely amazing, and we can’t wait to share it with everyone.
I could go on about this for hours, but here’s the short version. This is about celebrating football’s greats, uniting people through sport and charity, and raising money for those who need it most. I’m proud we’re making it happen.
Q: What inspired you to launch the Legends Charity Game?
RS: Football has been part of my identity since I was a kid. I played it from the age of 5, lived it, breathed it. Like so many kids of my generation, I grew up idolising the greats from the 80s, 90s, and early 2000s, whose names appeared on every magazine cover and match highlight.
I played on muddy pitches and even dreamed of a career in the sport. And in one way or another, I did build my career around it, didn’t I?
If you had told me as a kid, sitting in front of my screen for hours playing Championship Manager, picking the likes of Figo, Mendieta, Cafu, Zanetti, Hagi, Del Piero, and Schmeichel for my ultimate squad, that one day I would be organising a real-life legends match, I wouldn’t have believed it.
But that is exactly what has happened.
At SBC and Sport Global, we have always focused on creating unique experiences, not just numbers. It has always been about making people feel something, creating memories, and bringing value and joy. The Legends Charity Game is a natural evolution of that mission.
Over the years, we have welcomed famous footballers to our events in many different ways. Some have played in the SBC Football Championship, like Mendieta. Others have hosted our awards, like Ruud Gullit, Marcel Desailly and Clarence Seedorf. We have had keynote speakers like Figo, Baresi and Peter Schmeichel, and visits from Brazil legends Cafu and Ronaldinho. Blending football with business has always been part of the SBC story.
Now, we are taking it a step further.
This game means a lot to me. It brings together everything I’ve loved since I was a kid. Football, community, and creating something memorable with people who share that same passion. But more than anything, it’s about doing some good and giving back. With so much conflict and hardship in the world, it felt important to use everything we’ve built to support others. It’s a way to give back and hopefully, make a real difference.
Q: Tell us a bit more about the game. Which football legends are confirmed for Portugal?
RS: It still feels surreal seeing all these names on the same team sheet. The Portugal Legends include players like Luís Figo, Deco, Carvalho, Simão, Maniche, Fábio Coentrão, Vitor Baia, Nuno Gomes, Hélder Postiga, and many more who have given fans unforgettable moments over the years.
Portugal made perfect sense for this match. Over the last few decades, the country has produced some of the most ambitious, technical, and passionate players in the world. From the Euro 2016 win to this year’s comeback in the UEFA Nations League against Spain, and the star players in the PSG Champions League-winning side, they’ve built a footballing culture that consistently punches above its weight. Portuguese football is on fire, and it’s clear even just by looking at the number of top players in elite clubs.
We’ve been lucky enough to work closely with the FPF (Portuguese Football Federation) to bring some of these great players along, and it’s been amazing to feel the excitement building in Lisbon. Portugal will be co-hosting the World Cup in 2030, so this match also feels like a tribute to the road that brought them here and the legends who paved the way.
Many of the players taking part were part of that legendary Euro 2004 squad. They made it to the final, only to lose to Greece in one of the biggest upsets in football history.
By the way, Georgios Karagounis, who captained that victorious Greek side in 2004, will now be lining up for the World Legends team, facing off against many of the same Portuguese players he beat in that final. Quite poetic.
Q: What about the World Legends squad?
RS: As mentioned, Karagounis will be lining up for the World Legends team, and I have no doubt some of the Portuguese players will be itching for a little revenge after that Euro 2004 final. That kind of history adds so much depth to this game. It’s not just about who’s playing, it’s about the stories, the rivalries, the shared memories that come flooding back.
They’ll be managed by Peter Schmeichel, an absolute legend, with Diego Lugano serving as assistant manager. Lugano captained Uruguay to Copa América success in 2011 and, while a recent injury keeps him off the pitch, he’ll be bringing his defensive leadership.
In goal, we’ve got none other than Edwin van der Sar, the Dutch giant and Manchester United legend. Two more keepers are yet to be announced!
In defence, we have a line of some of the best defenders the game has ever seen. Let’s start with Cafu, who captained Brazil to World Cup glory in 2002 and was also part of their 1994 winning squad. Cafu is joined by Marco Materazzi, who won five Serie A league titles in a row, a Champions League, and, of course, the 2006 World Cup. Then we’ve got Argentina’s Javier Zanetti, France’s Christian Karembeu — all Champions League winners — and another United and Champions League winner, Patrice Evra. But the rock in defence will be none other than Barcelona one-club legend and Spain 2010 World Cup winner Carles Puyol.
In midfield, we have a historic European dream lineup. Karagounis will be joined by Slovakia’s Marek Hamšík (Mr. Mohawk himself), a Napoli icon and Slovak captain who led his country to their first-ever World Cup. There’s also Gaizka Mendieta, a good friend of mine, representing Spain. I’ve admired Mendieta as one of the best playmakers in the world, especially during those unforgettable Champions League finals with Valencia, which made him the most expensive player in the world when he was sold to Lazio.
From France, we have Youri Djorkaeff, a World Cup winner and now CEO of the FIFA Foundation. Romania will be represented by Gheorghe Hagi, a player who, for me, ranks among the greatest of all time. Representing Bulgaria, we have Krassimir Balakov, a national legend and former national team manager.
And then there’s Kaka. One of the greatest players of all time. He is one of the nine players in the world to win the World Cup, Champions League, and Ballon d’Or.
Up front, we have the legendary Henrik Larsson from Sweden, and rest assured, he will be bringing his finishing touch. He is joined by Argentina’s Javier Saviola, who many Benfica fans will remember fondly (and many Sporting fans, maybe not so fondly)! Representing England, we have Michael Owen, Ballon d’Or winner and England striker ace. And from Italy, we have none other than Del Piero, Juventus superstar and Italy’s 2006 World Cup winner.
We wanted the World Legends squad to reflect the global spirit of football. To show that this is more than just a one-country tribute, but a celebration of the sport’s greatest names from every corner of the globe. Players who’ve shaped football history, brought joy to millions, and now come together for a cause that’s bigger than the game itself.
Q: Why do you believe football, and in particular the Legends Charity Game, is uniquely positioned to rally people behind meaningful causes?
RS: Football has this incredible, almost magical power to bring people together, often in ways nothing else can. I’ve seen total strangers become best friends (or mortal enemies) over a last-minute goal. It’s one of the only things that can make grown adults paint their faces, cry on live TV, and believe that “this year is our year”… every single year. But behind all the passion and drama, football also has a serious superpower: it connects people. That’s what makes it such a powerful platform for rallying people behind meaningful causes.
When legends of the game take to the pitch, people pay attention. And when that spotlight can be used to raise awareness, funding, and momentum for causes that truly matter, it becomes an opportunity to do something that goes beyond the pitch. That’s the spirit behind the Legends Charity Game.
The World Legends and the Portugal Legends appeal to generations. Many of us have grown up idolising these players and watching them play the beautiful game for decades.
Younger generations still admire the legends when they watch streams or YouTube clips of the likes of Ronaldinho bringing his magic to the game like few other players have ever been able to achieve. They are also playing with the Legends in the EA Sports FC game titles (former EA Sports FIFA series), and now they get to watch them play live at the Legends Charity Game.
In a few words, the Legends Charity Game has a generational appeal. Father, son, and grandfather will want to watch the game together.
Q: What guided your decision to aim for over €1,000,000 and choose the charities you’re supporting?
RS: Setting a goal of €1,000,000 was about being honest with ourselves about what this match could achieve. If we’re going to bring together global football icons, fill a stadium in Lisbon, and broadcast this around the world, then we owe it to the cause to aim high. We wanted a goal that felt bold, that actually moves the needle, and that reflects the power of football when it’s used as a force for good.
As for the charities, it was important for us to connect both globally and locally to honour the people in Lisbon welcoming us, and to stand with those who need solidarity the most. This game is our way of doing that. This landmark event supports four incredible charities working on the frontlines of crisis.
- The Red Cross in Ukraine continues to provide emergency aid and medical care to civilians devastated by the war in Ukraine
- The Portuguese Red Cross brings relief to communities affected by natural disasters and economic hardship at home.
- International Alert is working tirelessly to build peace and protect vulnerable lives in conflict-affected regions around the world.
- Caritas Portugal ensures that families in Portugal facing poverty and displacement are given dignity, support, and shelter.
By supporting this game, fans and players alike are turning their love for football into a force for good. It’s a powerful reminder that the global football family can do more than entertain. It can heal, empower, and restore hope. Together, we can make this more than a game. We can make it a movement.
Q: Will the match be streamed or televised? How can fans actively take part in this initiative before, during, or after the match?
RS: Yes, the match will be both streamed and televised. We’re working closely with broadcasters to make sure the Legends Charity Game can be watched by fans around the world, whether you’re in Portugal or elsewhere. The production is being handled by SBC, and we’re treating it like a top-tier broadcast. Think Champions League-level coverage, with multiple camera angles, spider cams, and a full stadium setup. We want people watching from home to feel every moment, just like those in the stands.
As for getting involved, there are lots of ways to be part of this. You can buy a ticket and join us in Lisbon. If you can’t be there in person, you can still support the cause: tune into the livestream, donate online, share the event with your network, or enter the charity raffle that will take place during halftime.
Q: How did you convince sponsors that this wasn’t just a “CSR checkbox” but a meaningful movement?
RS: We’re incredibly grateful to the sponsors who believed in this from the very beginning.
Oftentimes, people view a sponsorship as just putting logos on a screen. This is when it’s hard to sell — if you can’t convince people that there’s something real and solid behind the idea. In this case, it was really easy. It was about standing behind something real.
We never approached sponsors with a slick CSR deck or a “feel-good” checkbox. That’s not what this is about. From day one, the Legends Charity Game has been something built with heart, purpose, and a real desire to use football for something greater.
We are building something with substance. A world-class lineup of true football legends. A clear, ambitious goal to raise €1,000,000. Four incredible charities. And most of all, a belief that football has the power to bring people together and inspire action.
What really made the difference with sponsors was the sincerity. They could see this wasn’t just a one-off. We’re not aiming for a press release headline and moving on. We’re building a tradition. That clarity, combined with the emotion behind the cause, is what resonated.
So, a huge and heartfelt thank you to our early confirmed sponsors like Soft2Bet, Sportingtech, YO Health, Spribe, Amusnet, Vegas Legends, Alea, Playtech, Smartsoft, Superbet and iGP. You didn’t just sponsor a match. You became part of the Legends Charity Game. Your support is helping us do something that goes beyond football, something that will genuinely make a difference in people’s lives. So yes, for our sponsors, it was a show of solidarity. A reminder of what good football can do when we put our hearts into it.
Q: As Lisbon prepares to host 60,000 fans, what role are local and global partners playing in helping you spread the word across borders?
RS: Local and global partners have played a huge role in making this more than just a one-night event in Lisbon. From day one, our goal was to create something that resonated well beyond the stadium walls, and that wouldn’t be possible without the incredible support we’ve had across the board. The Portuguese Football Federation, Benfica, and Sporting CP have been instrumental in giving this project a true home in Portugal. They’re part of the country’s identity, and having their backing has rooted the event in local pride and credibility from the very beginning.
But to spread this message globally, we’ve also leaned on the strength of our media and strategic partners such as A Bola, Ringier Sports Media Group, MARCA, La Gazzetta dello Sport, Better Collective, Sport1, SofaScore, Flashscore, Record, Stats Perform, and more. They’re helping us tell the story, one about legacy, community, and purpose. With their help, we’re reaching fans in Spain, Italy, Portugal, Greece, Poland, Romania, Sweden, Denmark, Slovakia, the Netherlands, Mexico and beyond.
We are working closely with MediaPro to create the live broadcast of the event, which we aim to share with millions of people around the world. Several broadcasting partners have been lined up across Europe, Brazil, and Latin America.
Our own experience as an events company helped us scale this quickly, but it’s the trust we’ve built over time, as SBC and through Sport Global, that opened doors and made people want to get involved. And of course, none of this would be possible without the unbelievable team behind the scenes who turned a big idea into something real in record time.
Q: The Legends Charity Game will take place on September 15, just a day before the SBC Summit 2025 kicks off. How do you envision the synergy between the charity game and SBC Summit?
RS: The timing of the Legends Charity Game on September 15 is obviously very convenient. It’s a way to open SBC Summit 2025 with purpose, emotion, and meaning. The Summit is our biggest show yet, expecting 30,000 attendees from across the global gaming and tech industries. But before all the panels, meetings, and networking kick off, we wanted to ground everyone in what we are really passionate about: a genuine love for sport and a belief in its power to bring people together.
The Legends Charity Game gives us a chance to pause and do something meaningful as a community. It’s about football, connection, and giving back. It brings together iconic players, fans, industry professionals, and local communities around a shared moment. And starting the week that way, not with a handshake, but with heart, changes the tone of everything that follows. Yes, we run major events for the iGaming world, but our mission is bigger than that. We’re here to grow not just the industry, but the impact it can have. That’s the synergy, and it’s what makes this week in Lisbon feel truly special.
And, by the way, on Tuesday, September 16, many of the players from both the Portugal and World Legends squads will appear live on the Super Stage at the MEO Arena. Hosted by Kirsty Gallacher, this will be a rare opportunity for attendees to hear directly from the legends, ask questions, and share a moment with some of football’s most iconic figures. It’s a continuation of the emotion from the night before, and for many, it will be the first time seeing these football greats. What an experience.
Q: Do you think this could become an annual tradition?
RS: Absolutely, it will. With Portugal set to co-host the World Cup in 2030, our goal is to make this an annual fixture, year after year, right here in Lisbon. Honestly, I couldn’t be more excited. It’s a passion project in every sense of the word.
The Legends Charity Game is more than just a match—it’s a celebration of football, unity, and giving back on a global stage. With Portugal’s football heroes facing off against world legends, and a goal to raise over €1 million, this event promises to leave a lasting legacy both on and off the pitch. To hear more of Rasmus Sojmark’s insights into the business of sport, charity, and the iGaming industry, check out his recent appearance on the HIPTHER Talks Podcast — listen to the audio here or watch the video here.
The post Legends Charity Game: Rasmus Sojmark on Football Icons, Lisbon, and Raising €1 Million for Charity appeared first on European Gaming Industry News.
In an era where digital threats are becoming increasingly sophisticated, the iGaming industry faces a relentless battle against fraud and cyberattacks. To combat this evolving landscape, European Gaming recently spoke with Chris Blake, Director at Firesand, about their new product, Firesand Shield. This cutting-edge security solution has been developed to tackle the complex tactics of modern fraudsters and hackers head-on.
In this interview, Chris Blake provides an in-depth look at how Firesand Shield was created specifically to combat the rise of account fraud, explaining how these attacks are becoming more automated and stealthy. He details the product’s multi-layered approach that goes beyond traditional bot detection, integrating seamlessly with operator platforms while delivering powerful real-time intelligence. Blake also discusses how Firesand Shield not only protects against fraud but also helps operators meet stringent regulatory requirements in highly regulated markets. Finally, he shares his vision for the future, outlining how Firesand is committed to staying one step ahead of a constantly changing threat environment.
Firesand Shield was developed to combat the rise of account fraud within the iGaming industry. How are these attacks evolving, and what level of disruption are they causing?
Account fraud is becoming more sophisticated. Attackers now use highly automated ‘low and slow’ techniques that avoid detection by mimicking normal user behaviour, which allows them to evade detection, as well as exploit platforms at scale.
In another change, rather than brute force attacks on platforms, we’re seeing credential stuffing attacks powered by breached data and botnets. This is where nefarious actors will use stolen databases of known usernames and passwords to try and gain access to accounts.
The outcome of this is that these attacks can cause significant impacts on operators. Compromised accounts lead to chargebacks, bonus abuse, regulatory issues, and player attrition.
Firesand Shield was built specifically to address these challenges at the level the industry demands. It goes beyond standard bot detection by recognising behavioural indicators that traditional tools miss, using a multi-layered approach that combines analytics, reputation intelligence, and real time risk profiling.
Our proactive, intelligence-led defence ensures that operators have a significant advantage in preventing fraud, maintaining platform integrity, and crucially, preserves a seamless player experience.
How does Firesand Shield integrate with operator platforms and back ends to deliver a seamless solution?
Integration can take part via two methods, that are both unobtrusive to the day-to-day activities of a platform. A classic API integration sees operators connect core user workflows, including login, registration, password reset, to Firesand via RESTful APIs. Firesand returns risk scores based on credential health, unusual behaviour, and IP location mismatches.
In addition, through both OAuth for enterprise SSO and simple username and password logins, we can facilitate access to a live dashboard provides visibility into login trends, potential attacks, and detailed metrics.
How can Firesand Shield help operators reduce regulatory risk, especially in highly regulated jurisdictions like the US, UK, or mature European markets?
Modern regulations demand active threat detection, prevention, and response, not just passive tools like firewalls or CAPTCHAs. There are demands now to prove you can detect, prevent, and respond to credential-based threats that potentially compromise platform integrity.
Firesand Shield supports this with real-time detection of threats, human-led attack identification, and unwanted actors.
As well as identifying potential threats, our built-in dashboards offer real-time reporting, instant access to logs and forensic data, and are created to ensure that all reports are audit-ready, with one-click data exports. This removes the operational burden of post-incident analysis, and allows operators to demonstrate control across their estate, satisfying regulators and clients alike.
It all aligns with best practices under various regulations, such as GDPR, gambling commission rules, and state-level cybersecurity legislation in the US. Firesand Shield is not just a fraud prevention tool, but a powerful compliance ally.
What kind of real-time fraud intelligence and threat response capabilities does Firesand Shield offer for operators managing large-scale player traffic during peak events?
Big sporting events, casino promotions, or game launches are prime targets for attackers. They use the surge in traffic as cover for credential stuffing, account takeovers, and bonus abuse. These aren’t just bot driven, but increasingly human-led or blended threats designed to bypass legacy defences.
Firesand Shield is built for high-volume, high-risk environments, delivering real time results under pressure, and automated mitigation at scale.
With traffic pattern monitoring that detects abnormal spikes in activity, or dynamic reputation scoring, where traffic from known malicious sources can be blocked, the product allows for real time decision making that assists operators. Firesand Shield goes beyond detection, allowing for immediate responses all controlled from our dashboard.
Even during peak events, Firesand Shield ensures system performance is unaffected while delivering the fraud protection and data required to protect players, satisfy regulators, and maintain operational integrity.
With an outlined roadmap of improvements to Firesand Shield, can security software keep pace with the ever-changing landscape of bot-driven fraud attacks?
Absolutely, and it must. The landscape of account fraud, particularly bot-driven attacks, is evolving faster than ever. Attackers continuously adapt, using more advanced automation, machine learning, and even human fraud farms to bypass traditional defences. Static, rules-based systems quickly become outdated. That is why Firesand Shield is built as a living platform with agility at its core.
Our development roadmap is shaped by continuous threat intelligence, client feedback, and industry trends. Upcoming enhancements include:
- Additional bot detection
- VPN detection
- Adaptive risk-scoring algorithms, tuned in real time to each operator’s unique traffic patterns
- Machine learning models that evolve as attacker tactics change
- Expanded breach intelligence feeds to flag compromised credentials faster
- Operator-led rule customisation, allowing real-time tuning without code or downtime
- User hygiene scoring, offering visibility into the health of player credentials across your platform
What makes Firesand Shield different is that it is not just reactive, but proactive and predictive. We’re not waiting for attackers to act. Instead, we are constantly learning from data across the iGaming ecosystem and pushing updates to stay ahead.
Built with regulatory frameworks in mind, we have strived to produce a solution that counters multiple pain points experienced across the industry that can have severe effects on operations if bad actors are successful with their intentions.
For operators and regulators alike, this means confidence that Firesand Shield is not just fit for today, but also ready for what’s next. Security software can and must keep pace, and our roadmap ensures that Firesand Shield leads that charge.
The post Exclusive Interview: Firesand Shield – Combatting Account Fraud in iGaming appeared first on European Gaming Industry News.
In the dynamic and rapidly evolving world of esports, a new chapter is being written at BETER with the appointment of Adam Conway as the General Manager of Esports. A veteran with over a decade of experience at SIS, where he was instrumental in shaping their esports and trading strategies, Conway brings a wealth of knowledge and a fresh perspective to his new role. In this exclusive interview, we delve beyond the surface-level discussions and get a frank, insightful look into the core issues driving the esports betting industry today.
Conway offers a deep dive into the burgeoning trend of fast-bet esports, examining its growth trajectory and its place within a regulatory framework that is still playing catch-up. He sheds light on the crucial interplay of computer vision, cutting-edge integrity technology, and live data, explaining how these elements are forging the next generation of betting models. The conversation also turns to BETER’s impressive scaling, revealing how the company manages to host over 500,000 monthly events while maintaining an exceptionally low integrity breach rate of under 0.01%.
Furthermore, Conway outlines the strategic importance of key markets such as the US, Latin America, and the APAC region in the future evolution of esports products. This Q&A is a refreshing departure from the usual industry fluff, offering a candid look at both the commercial drivers and the compliance challenges. Conway provides his unique perspective on what regulators often misunderstand about micro-markets, making this a must-read for anyone interested in the future of esports betting.
You spent more than a decade at SIS where you oversaw its trading desks and in-house tournaments. Why after such a long and successful period with the company, did you decide to jump ship to BETER? And what are you hoping to achieve with BETER?
Fast-betting content for esports and sports was pioneered by BETER, which soon became the in-demand provider of this type of content to operators worldwide. Being offered the chance to lead its esports division was an opportunity I knew I was best placed to take, so I couldn’t turn it down. Naturally, it was a tough decision to leave SIS, a company where I spent more than a decade working my way up through senior roles such as Head of Trading and Global Head of Esports and Competitive Gaming, but all good things must come to an end, and for me, the scale of the opportunity and the timing were just right.
In terms of what can be achieved, it’s about building on the incredibly strong foundation that is already in place. This has been done by being a trailblazer in the fast-betting esports content space and bringing next-generation products to market, such as its flagship ESportsBattle tournaments, which set the industry standard. It covers multiple disciplines, including eFootball, eHockey, eBasketball, and most recently, eTennis, with contests held in dedicated facilities located in three countries. Across these titles, BETER has more than 300 semi-professional athletes on its books, just to give you an idea of the scale of the operation. We deliver live streams, real-time data, and odds for more than 35,000 exclusive ESportsBattle events each month, and we are on track to scale that to 500,000 events annually. But this will only be possible because of the passion, commitment, and dedication of the BETER team, while maintaining leading uptime and margins from a trading perspective.
This sheer volume ensures operators can consistently provide a wide range of engaging content, tailored to the interests of their players. And despite the scale, only 0.01% of matches are flagged for investigation as suspicious, thanks to our dedicated Integrity team, which operates around the clock with a clear framework and robust oversight tools.
Additionally, BETER offers a powerful Esports Odds Feed, delivering market-leading odds with the highest uptime for more than 450 tournaments globally. This includes over 40,000 pre-match and live events annually across popular titles such as CS2, Dota 2, League of Legends, Valorant, and more. Our coverage spans tournaments from Tier 1 to Tier 3, accounting for up to 95% of all available contests. Odds are calculated using official data and refined by our in-house team of more than 130 expert traders.
As you can see, BETER is the most promising fast-betting content provider in the industry. Its scale is unmatched across esports and sports products, locations and venues, monthly event volume, athletes, and the calibre of its trading team. But most importantly, this is only the beginning. I see tremendous potential to further expand BETER’s portfolio and transform it into a true industry powerhouse, leveraging my 20+ years of experience to help drive that vision forward.
The scope and scale of your tournaments are unrivalled, with thousands of contests taking place each month with the goal of offering even more. But how are you elevating your offering beyond the quantity of contests run, and how do you ensure you continue to meet the highest standards of quality?
Being able to offer enough events to fill gaps in operators’ offerings is a powerful advantage, especially when it comes to selecting a reliable content provider. However, volume alone isn’t enough to keep bettors engaged 24/7, particularly when catering to Gen Z and Millennial audiences.
That’s why we constantly diversify our offerings by adding disciplines and experimenting with new formats. For example, our eFootball content includes three formats (2×4, 2×6, and Volta), while eBasketball is available in two formats (4×5 and 4×8).
We’ve also recently launched eTennis tournaments, making BETER the first provider to bring such content to the market. This allows operators to stand out with a truly unique product. We’re starting with around 400 monthly events, with plans to scale up to 2,200 by year-end, featuring various match formats across two concurrent 24/7 streams.
It`s just a small part of our broader product development roadmap. We’re actively exploring new opportunities and assessing the potential value we can deliver to partners across the Atlantic. Among the most promising additions to our tournament lineup are eBaseball and American eFootball—two disciplines that align well with the preferences of key target markets and can be seamlessly launched and integrated thanks to our technical capabilities and dedicated professional team.
We’re also focused on delivering a more engaging and comprehensive bettor experience by expanding the number and variety of available markets. Our trading team is currently working on integrating player props, corners, card markets and more into our fast-betting offering, designed to bring more thrills and boost bettor retention.
Our expansion spans all key markets: North America, Latin America, APAC, and Europe. However, global reach also requires continuous product validation and adjustments, particularly in terms of localisation and compliance with local regulatory policies. That’s why we prioritise stability, transparency and reliability—qualities that operators consistently demand. Because of this, ESportsBattle maintains one of the highest uptimes in the industry, exceeding 90%, while also delivering a sustainable operator margin of 7.5%.
In response to partner demand, we’ve also begun offering fully branded, dedicated eFootball tournaments. These give operators the ability to further differentiate themselves and engage bettors more effectively.
BETER team at the EGR B2B Awards 2025 — proud winners of the Esports Betting Supplier award
What integrity safeguards do you consider absolutely essential today, given your pioneering work with sub-second latency streams and on-camera referees? And where do you still see cracks that technology or policy must address?
There are very few cracks left, thanks to the outstanding work of our dedicated Integrity team, which is now over 20 strong and led by Andrii Nekrutov, our Chief Integrity Officer, who brings more than 20 years of experience in law enforcement and security. Integrity is the cornerstone of our operations, and we uphold the principles of fair play across all tournaments and matches.
We’ve developed a comprehensive, multi-pillar approach to integrity, which includes onboarding, education and prevention, regulations, monitoring, investigation and prosecution. We also collaborate closely with law enforcement agencies, sporting bodies and federations.
We maintain a holistic approach to corporate governance, supported by an integrity certification system, multilingual and multi-platform educational programs, our proprietary Integrity Incident Database and Operations Centre, dedicated whistleblowing platform and more. These measures have collectively earned us several accolades, including the Safer Gambling Award at this year’s European iGaming Awards.
To bring all these initiatives together, we developed Integrity+, our proprietary digital platform designed to prevent match-fixing, support athletes and uphold fair play. Powered by AI and accessible across all devices, Integrity+ seamlessly integrates education, reporting and real-time risk management into a single, comprehensive tool tailored to the needs of today’s sports professionals.
Additionally, we recently signed a Memorandum of Understanding with the International Betting Integrity Association (IBIA) and became a member of the Esports Integrity Commission (ESIC, also receiving its Gold Standard Accreditation. As part of that process, ESIC conducted a thorough review of our operations, including physical studio security, access control, surveillance and CCTV coverage, communication device restrictions, event oversight, personnel requirements and game settings. We successfully met all their criteria.
Trading is now very much a data game, but that hasn’t always been the case. Looking back, which single data signal had the greatest impact on pricing accuracy and what underrated metric will you deploy at BETER to keep your esports traders ahead of the competition?
Without a doubt, the automation of scouting through Computer Vision has been a game-changer, and it’s something I’ve made a top priority since joining BETER. This technology, which is set to go live soon, is fundamental because it delivers both speed and precision in trading processes, a combination that’s no longer optional in today’s market.
Looking ahead, the next frontier for us is machine learning. By embedding it into our trading models, we’ll be able to continuously refine and optimise our strategies, unlocking deeper insights, increasing responsiveness, and ultimately delivering greater value to our operator partners and their players. It’s not just about staying ahead—it’s about setting the pace.
Globally, it seems regulators are getting more comfortable with esports but remain cautious about micro-markets. What is it about fast-betting products that some regulators don’t like and how are you looking to educate them as to how the product can be offered responsibly?
As a provider of fast-betting products, it is our responsibility to work closely with regulators, not only to meet their rigorous standards but also to ensure we partner exclusively with official operators and aggregators who hold the necessary approvals in their respective jurisdictions.
For instance, in securing vendor registration in New Jersey, we worked hand in hand with the Division of Gaming Enforcement to obtain the required approvals to deliver our content to local operators and players. We have taken the same collaborative approach in other regulated markets such as Buenos Aires and Peru, where we also maintain the necessary licences and certifications.
In every case, our commitment to integrity has helped reassure regulators that our content is fair, secure, and compliant. We have also demonstrated how we support our operator partners in offering our content responsibly, with our Integrity and Trading teams working side-by-side with partners’ teams.
Of course, it’s essential for operators to offer the experiences players are seeking— increasingly fast-bet products for esports. By partnering with BETER, they can meet this demand while being fully confident in the fairness, integrity, and safety of the content they offer.
The post Driving the Future of Fast-Betting Esports: Inside BETER’s Global Expansion appeared first on European Gaming Industry News.
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