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Why the Slot Market Needs to Move Beyond the ‘Safe Middle’
Check out our latest Q&A w/ Adam Miles, Director of Sales, DEGEN Studios
You’ve joined DEGEN as Director of Sales at a key moment for the studio. What drew you to the role?
DEGEN has a very defined identity. It’s not trying to sit in the safe middle of the market, and it’s not trying to be everything to everyone. The games are high-volatility, identity-led and built with a specific player in mind. That makes the commercial proposition much stronger.
In a saturated industry, differentiation isn’t optional. Operators don’t need more generic content. They need studios that understand their audience and can deliver something with character and intent. DEGEN already had that direction, which made the opportunity compelling.
DEGEN positions itself as bold and disruptive. Does that make the sales conversation easier or more challenging?
It makes it clearer. When you have a defined identity, you’re not trying to convince every operator. You’re engaging with those who understand the value of differentiated content and who have player segments that respond to high-volatility, high-impact experiences.
Safe content will always have a place. But there is a significant audience looking for something more intense, more distinctive. Our job commercially is to ensure DEGEN’s portfolio is positioned where it will resonate most.
Transparency around who you are simplifies the conversation, shifting the focus from volume to value.
What are your immediate priorities in the role?
First, strengthening global distribution in a targeted way. It’s not about placing the portfolio everywhere. It’s about aligning with operators and aggregators who understand our positioning and can give the games the right context in their lobbies.
Second, deepening partnerships. We want operators to see DEGEN as a studio with a defined role in their content mix, particularly for high-volatility segments.
Internally, it’s also about feedback. Sales shouldn’t operate in isolation. Performance data, operator insight and market trends need to feed back into roadmap discussions. That loop between commercial and creative teams is essential if you want consistent growth.
DEGEN recently launched the DEGEN Powered initiative. How does that fit into your commercial strategy?
DEGEN Powered expands the conversation beyond individual releases. By partnering with studios like Spin Lab, who share a similar philosophy around player-first, identity-led design, we’re building a broader ecosystem.
It’s not a funding model or a traditional publishing structure; it is a strategic alignment. The studios maintain independence, but the DEGEN Powered banner signals shared values and a commitment to high-impact gameplay.
Commercially, that adds depth. It shows consistency in approach and reinforces the idea that this isn’t a one-off tone, it’s a growing segment of the market.
In such a competitive market, what gives DEGEN a genuine edge?
Most studios will aim for the broadest possible appeal, for DEGEN it’s about audience focus and being intentional. The portfolio is built around clearly defined player behaviours, particularly those who engage with higher volatility and stronger thematic identity.
When you understand who the game is for, your commercial message becomes sharper. Instead of promising universal appeal, you can demonstrate defined appeal backed by performance logic.
Operators are increasingly data-driven. They segment their player bases carefully. When a studio understands that segmentation and builds accordingly, the commercial discussion becomes more credible.
As your role develops, what does success look like for you?
Success is about expanding the brand sustainably. That means entering key markets with the right partners, strengthening our global footprint and ensuring the portfolio performs consistently across different territories.
It’s also about reputation. I want DEGEN to be recognised not just as a creative studio with attitude, but as a reliable commercial partner. A studio that delivers differentiated content and backs it with structured, strategic growth.
If operators associate DEGEN with bold, high-volatility experiences that perform for specific segments, and they trust us to support that with strong partnerships and execution, then we’re on the right path.
Ultimately for me, the role is about scaling the commercial side of the business while protecting what makes DEGEN different.
The post Why the Slot Market Needs to Move Beyond the ‘Safe Middle’ appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Lee “Faker” Sang-hyeok joins Cristiano Ronaldo and Magnus Carlsen in the Esports Foundation’s Ambassador Program.
The Esports Foundation (EF) has appointed Lee “Faker” Sang-hyeok as a Game Ambassador for the Esports World Cup (EWC) and Esports Nations Cup (ENC) through 2028, the organization said on July 15, 2026 in a statement issued from Riyadh and Paris.
EF said Faker joins Cristiano Ronaldo, listed as the Foundation’s Global Ambassador, and Magnus Carlsen as part of the Esports Foundation Ambassador Program. The Foundation said Faker will represent “the perspective of esports players” across its international events, athlete initiatives, media engagements and leadership forums.
“You can’t talk about esports without mentioning Faker. He is the defining athlete of competitive gaming: a champion whose excellence, discipline and longevity have inspired an entire generation,” said Ralf Reichert, Chief Executive Officer of the Esports Foundation. “As our Game Ambassador, Faker represents something fundamental to the Ambassador Program: esports creates its own global sporting icons. Across EWC, ENC and NGSC, he will help ensure that the players who built this sport have a voice in shaping where it goes next.”
Faker said: “Competition has shaped my life, and I am proud to join the Esports Foundation as Game Ambassador. I want to continue competing for the biggest titles with T1 while representing the players and fans who have helped esports grow worldwide. Through the Esports World Cup, Esports Nations Cup and the Foundation’s wider platforms, I hope to inspire the next generation to pursue excellence, remain resilient and believe in how far competitive gaming can take them. There is still much more to achieve.”
EF highlighted Faker’s competitive record, describing him as a six-time League of Legends World Champion, EWC 2024 winner, two-time MSI champion and ten-time domestic champion with T1. The Foundation also said Faker became the first esports athlete to receive the Blue Dragon Medal in 2026, describing it as the Republic of Korea’s highest sporting honor awarded by President Lee Jae-myung.
The post Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.
The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.
Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.
Andrew Mook, Midnite’s Head of Brand Marketing, said:
“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.
“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.
“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”
Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:
“We’re delighted to welcome Midnite as our new Principal Partner.
“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.
“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”
The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.
The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.
Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”
The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.
ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.
The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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