“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape. 

Charles Mott, Founder and CEO of S Gaming, says finding success in the US is a tough task, but that studios who can replicate the magic of the casino floor have what it takes to make it stateside

There are plenty of European studios that have set their sights on finding success in the US, but very few have actually managed to achieve it. This is because they are making a common mistake, and that’s failing to translate the preferences of US slot players into their games.

For more than a decade now, the UK and European markets have been defined by “the chase” – high volatility slots with massive, infrequent max wins and jackpots that deliver anticipation and thrills, but that also exhaust the player’s balance in minutes.

But if you walk on to the floor of any Las Vegas casino, the atmosphere is different. It’s about “time at machine”. It’s the neon, the regular dopamine hits of smaller wins and the ability to make $100 provide an entire evening’s worth of entertainment.

As the US market increasingly moves to online, with more states embracing regulated iGaming, it’s no longer finding its feet with players now actively looking for a digital version of the land-based soul they have loved for many years.

Moving away from the “big win” to the “long session”

US players have been culturally conditioned by the physical casino experience. Unlike the high-stakes digital environment of Europe, the American player often views slots as a leisure activity rather than a jackpot hunt.

This is why S Gaming has focused on fun, entertainment and sustainability, with our games matching the “steady tortoise” cadence of land-based slot machines. They still deliver lots of big win potential, but across longer and more engaging sessions.

For operators like BetMGM and Fanatics, both of which we’ve recently partnered with, it’s not just about fun, it’s about retention.

A player who loses their balance in three minutes is a churn risk, but a player who wins small, frequent prizes stays in the ecosystem for longer and ultimately generates a much higher lifetime value.

Efficiency over ego

But it’s not just about having the right games, distribution is also key to cracking America. This is a notoriously difficult market because it’s not one jurisdiction, it’s five (and counting) regulatory islands and in each, you need to secure regulatory approvals.

This is actually a moat that keeps many smaller studios out. It’s an issue we had to overcome, and ultimately looked for a partner that could help us bridge the gap. Our agreement with Gaming Realms allows us to use its remote game server and licences to launch into US states.

This “Infrastructure-as-a-Service” model allows a studio to focus on “game grammar” (math and art) while the partner handles the “plumbing” (compliance and connectivity). It’s the leanest way to hit the ground running with a tier-one operator across multiple states simultaneously.

Why tier ones are buying in

You might be wondering why a tier one giant like BetMGM has joined forces with a boutique UK studio and facilitated its launch into the US.

But the reality is that operators are fighting soaring acquisition costs right now and this means they no longer want more games, they want differentiated games that reduce churn and keep players coming back for more.

Our focus on sustainable entertainment aligns with current US regulatory requirements and the focus on responsible gaming. Games designed for longer, lower stakes sessions are inherently “safer” and more palatable to regulators and risk-averse operators alike.

And they just hit the mark more with players. Sure, winning is a big part of playing online slots, but how you get to the win and the perceived entertainment value is now just as if not more so important – not just in the US but in the UK and Europe, too.

The data-driven evolution

Success does not come from a single launch – it comes from having a feedback loop. We now have a handful of games live in the US market, including our flagship Triple 7 Jackpot title, from which we are gathering real-time data on player behaviour.

This is allowing us to move from “what we think players want” to “what the data tells us they love” and this in turn is allowing us to refine our product roadmap and the games we are producing for the US market, ensuring each title is more culturally resonant than the last.

The new era of transatlantic growth

Cracking America in 2026 isn’t about having the loudest brand of the biggest marketing budget – it’s about understanding the psychology of the casino floor.

The studio’s that succeed will be those that realise the US player isn’t looking for a new way to gamble, they’re looking for a digital version of the “Vegas” feeling they’ve known and loved for decades.

With America being a complex but opportunity-rich set of jurisdictions for iGaming businesses to target, we sat down with two industry experts to get their thoughts on navigating the notoriously tricky U.S. market. In the following roundtable discussion, senior figures from platform solutions provider, Bede Gaming, and innovative fast-betting brand, BETER, will give us their insights on entering the U.S., the importance of balancing speed-to-market with proper due diligence and the key differentiators that will allow aspiring challengers to stand out from the competition.

Participants:

Jessica Marrs, VP Product Marketing at Bede Gaming (JM)

Jessica is a proven product leader in iGaming. As former Lead of Bede Gaming’s Account portfolio, she led a team focused on delivering innovative payment solutions, improving player onboarding, streamlining player management and omnichannel capabilities across Bede’s international customer base. Now VP of Product Marketing, Jessica plays a key role in shaping the company’s strategic positioning and global partnerships. Her expertise lies in bridging product strategy and innovation across areas to drive growth and operational efficiency. 

George Arabatlian, Head of Commercial Partnerships at BETER (GA)

George is a senior iGaming executive with over 12 years of industry experience and in-depth knowledge of sportsbook data feeds, casino aggregation, and betting content acquisition. Having previously overseen BETER’s dynamic team of account managers, his contribution to the company’s growth led to his appointment as Head of Commercial Partnerships in 2025. Now responsible for identifying new strategic opportunities, managing relationships, and delivering outstanding ongoing value to BETER partners, his passion for staying ahead of the latest trends has played a crucial role in the company’s recent success.

What factors make the U.S. an attractive market for companies like yours at this current time in its evolution as a regulated market?

JM: The U.S. is a huge collection of markets, all of which are growing rapidly and show no signs of slowing down. At Bede, we feel the demands of U.S. customers, operators and regulators will be familiar to us, as we see many similarities to the other markets we’re active in, in terms of its fast growth and unique compliance requirements. With the flexibility and agility Bede provides via our open-API, single-codebase model, we believe our technology and expertise will help us support U.S. operators succeed – especially those that are focused on casino, slots, lottery, sports and omni-channel experiences. With Bede, it’s easy to integrate whatever you need for your specific state, whether it’s a content aggregation or a full end-to-end platform solution. Our speed-to-market capabilities also empower businesses to respond to changing requirements quickly, which is key to staying ahead of the curve and maintaining strong relationships with regulators.

GA: The U.S. market is vast, with a growing number of states now operating under well-defined regulatory frameworks. As several states are also likely to regulate in future, there remain substantial opportunities for growth. Together, these factors create a stable environment where innovative, compliant businesses can thrive. Within these markets, we see a strong and rising demand for fast-betting content – which is something BETER specialises in delivering at scale.

Competitive sports are part of the American DNA. Even with such a wide variety, one constant in the market is the appetite for fast-paced content that keeps bettors engaged and entertained 24/7. We’ve seen this firsthand in states such as New Jersey, Colorado, Iowa, Indiana and Florida, where BETER’s exclusive esports and sports content was approved last year. What we’ve learned since is that regardless of the discipline, if it’s exciting and impactful, the U.S. audience wants it.

Another factor elevating the appeal of the U.S. is the rapidly-expanding ecosystem surrounding regulated gaming. Conferences and exhibitions are becoming larger and more sophisticated, helping to build a strong, connected professional community. This gives us a powerful platform to showcase our award-winning fast-betting content and strengthen relationships in the industry.

Any organisation seeking long-term success in regulated gaming and willing to play by the rules needs to establish a presence in the U.S. This is where innovation thrives and both operators and bettors seek new and engaging experiences – precisely the environment in which BETER excels!

How can businesses balance speed-to-market with the need for careful regulatory and cultural due diligence?

JM: The balance between speed-to-market and regulatory compliance must always begin with thorough market research and high-quality, stable platform architecture. Our platform is a single codebase with a modular design, ensuring high agility and unlimited access to the innovations, integrations and configurations that will be essential for cross-market success in the U.S, which involves a lot of state-specific nuance. As being able to adapt to different regulatory requirements and player preferences is so crucial, the fact that even our bespoke, territory-specific solutions are built with configurable options makes it easy for operators to keep on top of compliance while also maintaining their own brand differentiation. In terms of reliability, the cutting-edge technology and third-party automation tools we use ensure continuous stability. By leveraging machine learning and micro-server right-sizing to respond to traffic demands, we’re able to consistently deliver 99.99% availability, ensuring the customer environments can seamlessly handle varying workloads, maintain performance and scale dynamically with live traffic levels.

GA: Speed certainly matters, but in regulated markets, trust is mission-critical.

Winning in the U.S. – or any regulated jurisdiction – isn’t about being first; it’s about being right. The companies that succeed are those that move quickly while still showing full alignment with regulatory requirements, cultural nuance, and industry integrity. This balance is only achievable when businesses leverage strong data, local partnerships, localisation strategies, and adaptive technologies – all foundations that enable fast deployment, while also maintaining compliance.

At BETER, our strategy is to move fast, but with purpose. This means building every expansion on clear regulatory processes, deep local insights, robust integrity measures, and transparent communication with regulators. Our award-winning Integrity Team plays a central role in our U.S. strategy, ensuring that all BETER content that’s approved for regulated markets operates under continuous 24/7 integrity monitoring, total transparency, and the highest standards of fair play.

By following this model, we’re able to understand each state’s requirements quickly, secure the necessary approvals, and go live with partners at speed – all while establishing a foundation of reliability that supports long-term growth.

How complex is it to navigate the state-by-state gaming regulation in the U.S.?

GA: It’s complex, but rightly so. Each state operates under its own regulatory framework, definitions, and evidentiary standards. States want to ensure companies in their markets are reputable, transparent, and capable of meeting the highest operational and integrity standards.

At BETER, we now have several U.S. states under our belt, and this has given us a deep understanding of how to make the approvals process as smooth and seamless as possible. What we’ve learned is that the work begins long before the application is submitted. It starts with proactive communication with regulators to fully understand the procedure required in that state.

One of the most important things is to identify a strong local legal partner who understands state-specific nuances and can help navigate these often-complex requirements. This avoids missteps, reduces delays, and ensures the application moves through the system efficiently. At the same time, maintaining constant dialogue with regulators, providing timely clarifications, and demonstrating transparency in operations all go a long way. This is where our legal team does such a great job. Their work underpins BETER’s credibility, helping us build trust with regulators and partners, and allows us to secure approvals in a timely and compliant manner in every state.

The U.S. iCasino and entertainment market is becoming more crowded; how can businesses really stand out and what considerations must they make for attracting U.S. players?

JM: Casino and entertainment have always been strongly bonded in the U.S., but the recent evolution is the regulation. With such a vast range of content to choose from, offering an enjoyable experience is relatively easy, but for long-term success, we believe it will be critical for operators to develop player safety programmes and features that encourage retention. Operators will need to tailor their strategies in these areas to the demands of each specific market, as understanding the different player preferences will be key to them reaching and appealing to their target audience. For land-based operators looking to break into the digital space, we see a significant difference in expectations around registration between retail and online, so this must be considered when providing any omni-channel/convergence solution. Player behaviour also differs greatly between verticals, so having an innovative segmentation tool like Bede’s can help operators group users accurately and provide better-tailored journeys and offers that feel unique.