Press Releases
Parimatch: Consumers want stories, not spreadsheets
Parimatch’s Chief Product Officer Sergey Berezhnoy spoke at ICE London 2020 about how the operator plans to evolve the traditional sports betting experience with a focus not just on technology, but on storytelling. With a history in the video gaming industry, Sergey can see many narrative-building concepts that would translate nicely to the betting sector, although he believes the main overlap – esports – still has a few mountains to climb.
Following a strong 12 months in its home markets, Parimatch attended ICE London 2020 with a clear vision in mind for the future of its sports betting offer.
The international operator has grown its market share with bold marketing campaigns and a strong product backed by great tech, but the main focus for Parimatch’s Chief Product Officer Sergey Berezhnoy over the next year is to research, develop and evolve sports betting’s current customer journey. Many of the innovations at ICE provide the backbone of that journey, providing several payment methods, hundreds of ways to bet, and thousands of events and markets to bet on, with other exciting developments such as VR and AI further bolstering to the industry’s toolbox in recent years. For players, the customer journey is smoother than ever before, but for Sergey, that’s not enough. His background is in the video gaming industry, and he believes that to tap into the widest possible market, the sports betting sector has to develop a story around the act of betting that is as engaging and rewarding as current popular mobile games.
“I use one word, and it’s narrative,” said Sergey. “I joined this sector from the video gaming industry, and there the focus is not on waiting for the end result, but providing as much entertainment as possible on the way to it.
Unfortunately, sports betting is currently the opposite; you come, you bet, you leave. There is no story, no great focus on the clubs involved, and often there are very few relevant events to bet on. Players who are engaged with the betting culture might bet on anything, but new and casual players need a story to bring them in. Look at Snapchat, Instagram and Tik Tok, they only show short stories, but it’s enough to get consumers engaged.”
In fact, the immediacy of sports betting is something else Sergey wants to move forward. While the rise of in-play betting has helped, many results can take between a few hours or a few days to come through depending when bets are placed, so Berezhnoy intends to make sports betting on Parimatch something players can jump into and be rewarded whenever they choose.
“In betting, the distance between betting and reward can be very high, whereas in video games the award is more achievable. We are trying to shorten that distance, but not as short as casino games,” he said. “In our research, we have taken a lot from casual gaming. If you are riding the subway or tube, everybody plays casual games or goes on social media. The big question is, why don’t they bet? It’s about a customer journey, but many sports betting sites still look like excel spreadsheets. Instagram has changed the way we consume photos, it’s our ambition to change the way people bet on sports.”
Berezhnoy added that this will involve asking players human-centric questions on pre-selected content, providing a personal touch to short, targeted stories for players to bet through. Like in video games, they won’t be faced with a thousand choices, but with a few highly engaging ones based around content they already enjoy, whether that be through live, fantasy or virtual sports – or even esports. This is another aspect of gaming that Berezhnoy has a lot of experience in, however he still believes there’s a few challenges ahead before the rapidly rising pastime becomes a key vertical for the sports betting sectors.
“Games publishers are in control of esports and they are not interested in the regulations that are needed to elevate the level of trust required for bookmakers,” he explained. “Publishers want more players, and tighter regulations can put up barriers to that. With a few exceptions, they also don’t give access to their data feed, which makes it very difficult to trade. Sports betting operators are interested in the most popular games with the biggest events, but those publishers don’t need to include sports betting into their model to be successful, and these are major roadblocks for its expansion in the industry.”
Sergey hopes that this will change over the next decade, but in the meantime, he is looking forward to weaving the storytelling ability of video games into all of Parimatch’s sports betting offers.
“At the end of the day, most of us prefer to be told stories than to scour over spreadsheets, and that’s what I want to offer to our players,” he concluded.
Play’n GO invites players to delve into the thrilling realm of Loot & Labyrinths, where tabletop RPGs meet the spinning reels. Combining strategic dice rolls with rewarding slot mechanics, this 5×3 video slot offers an unparalleled fantasy experience.
A group of friends begins a tabletop adventure, only to find themselves transported into the game itself. Now, players must help their avatars – the wizard, rogue, paladin and barbarian – navigate treacherous dungeons, battle formidable foes, and claim legendary loot. With every spin, the stakes rise, bringing the thrill of dice-driven RPG mechanics to slot gaming.
With Loot & Labyrinths, Play’n GO brings a fresh take on role-playing themes, allowing players to engage in encounters that test their luck and strategy. Whether facing off against monsters, looting treasure, or enjoying a well-earned tavern break, every decision can tip the odds in their favour.
The game’s standout features elevate its strategic depth. The Random Encounter mini-game challenges players to roll their way through three unique events: Monster Attack, Treasure Lair, and Tavern Night, each offering distinct rewards and opportunities to boost multipliers up to 5x. Meanwhile, Dungeon Free Spins push the adventure further, allowing players to draw buffs that transform symbols, grant extra spins, and unlock progressively higher multipliers – culminating in a potential 100x boost.
For fans of immersive slot storytelling, Loot & Labyrinths builds on Play’n GO’s legacy of rich narratives, aligning with titles that transport players to otherworldly adventures like Champions of Mithrune and Trinity Impact. Its engaging mechanics and stunning fantasy-inspired artwork make it an ideal choice for players who enjoy both slot gaming and RPG-style strategy.
Head of Game Retention at Play’n GO, George Olekszy, said: “We love bringing fresh ideas to the slot world, and Loot & Labyrinths is a prime example. The blend of dice-rolling mechanics with engaging slot features offers a unique experience. Players will appreciate the strategic choices, immersive theme, and, of course, the chance for epic wins!”
With its dynamic gameplay and rich fantasy setting, Loot & Labyrinths is set to captivate players seeking a new way to spin and strategise. Ready your dice – fortune favours the bold!
The post Loot & Labyrinths: Roll the Dice for Riches appeared first on European Gaming Industry News.
HIPTHER, media brand and organizer of renowned boutique networking events for the Gaming and Tech industries, is thrilled to announce the ending and the Big Winners of its iGaming & TECH Fall–Winter Run-Off 2024–2025, presented and sponsored by GameOn.
The results are in, and the iGaming and tech community has once again gone the distance! The iGaming & TECH Fall–Winter Run-Off 2024–2025, proudly presented by GameOn, came to a strong finish, celebrating movement, determination, and next-level endurance.
Over the past few months, dozens of industry professionals laced up and braved the rain, wind, and cold for a virtual challenge that turned kilometers into camaraderie – and competition. Participants from across the globe logged hundreds (and in some cases, thousands!) of kilometers in this season’s challenge, proving that the iGaming & tech world knows how to move.
A massive congratulations to our Top 5 Women and Top 5 Men, who truly embodied the spirit of the Run-Off and inspired us all with their dedication:
🏅 Top 5 Women:
🥇 1st Place: Lucy Owen (Playtech) – 1794.3 km
🥈 2nd Place: Stefania Nitulescu (Betfair Romania Development) – 1116.5 km (Winner of the 2024 Summer Run-Off Challenge, ASICS Frontrunner)
🥉 3rd Place: Galya Srugo (Paysecure) – 970.2 km
🏅 4th Place: Irma Kristic (NSoft ) – 859.7 km
🏅 5th Place: Ineta Macinskiene (WALLETTO) – 520.3 km (Also a top 5 finisher in the 2024 Summer Run-Off Challenge)
🏅 Top 5 Men:
🥇 1st Place: Hristijan Nasevski (Bragg) – 1678.7 km (Winner of the 2024 Summer Run-Off Challenge)
🥈 2nd Place: Rob Fell (RiskCherry) – 835.6 km
🥉 3rd Place: Krystian Kotynia (Relout) – 776.9 km (Also placed in the top 5 during the 2024 Summer Run-Off Challenge)
🏅 4th Place: Will Talbut (Playtech) – 763.4 km
🏅 5th Place: Heimar Lecht (Telesign) – 758.5 km (Another consistent top performer from the 2024 Summer Run-Off Challenge)
Zoltan Tuendik, Co-Founder at HIPTHER and Founder of the HIPTHER iGaming Strava Club, stated: “The iGaming Runners Strava Club has far surpassed our expectations, and we’re only just getting started. With Summer Runoff 2.0 on the horizon and even more exciting plans in the pipeline, this community is picking up serious momentum—one step at a time
From consistent champions to first-time participants, every single runner in this challenge has made a mark. Whether you were in it to compete or simply to stay active and motivated through the colder months – your passion and perseverance made this challenge unforgettable.”
HIPTHER and GameOn would like to thank each and every participant for bringing their A-game to this season’s challenge. Your energy keeps the iGaming & tech community strong and united—even while running solo.
The next iGaming & TECH Run-Off challenge returns in May 2025, so stay tuned for more! Until then – keep running, keep pushing, and keep leveling up.
About HIPTHER’s iGaming & TECH Run-Off
At HIPTHER, wellness and sustainability aren’t trends – they’re part of our DNA. The #hipthers were the first to introduce Fitness and Wellness Networking into boutique conferences, featuring Morning Networking Runs and Yoga Sessions that helped set the tone for mindful connection.
In 2024, inspired by the incredible dedication of participants, HIPTHER Co-Founder Zoltan Tuendik launched the HIPTHER Run-Off Club on Strava, a global community initiative to promote health, fitness, and camaraderie within the iGaming and Tech industries.
With the unwavering support of GameOn as main sponsor, the Club has since organized dedicated Run-Offs during major industry events like SiGMA Europe 2024 and ICE Barcelona 2025 – uniting passionate runners from around the world in a celebration of movement, connection, and shared momentum.
The post HIPTHER Wraps Up the iGaming & TECH Fall–Winter Run-Off 2024–2025 Presented by GameOn appeared first on European Gaming Industry News.
The inaugural installation at Casino Partouche d’Annemasse features a complete setup of four state-of-the-art DIAMOND X™ 3.32 cabinets along with the SUPERIA GAMES™ Link 1. Players can now enjoy an extraordinary Linked Jackpot experience, brought to life with ultra-modern, high-quality LED signage, ensuring stunning visual impact and engaging gameplay.
A premium gaming experience like no other
The SAPPHIRE PACKAGE delivers a synergistic combination of innovation and entertainment, offering high-end gaming content through SUPERIA GAMES™ Link 1. This game mix seamlessly blends classic fan-favorites from CASH CONNECTION™ and GOLDEN LINK™ with brand-new titles, providing a diverse selection of 25 thrilling games and exciting jackpot opportunities.
The heart of the SAPPHIRE PACKAGE is the DIAMOND X™ 3.32, a premium multi-screen gaming machine that combines elegance, innovation, and player-focused design. Featuring two 32” full HD LCD game screens with LED backlighting and an integrated 32” topper for enhanced Progressives support, this cabinet ensures maximum visibility and visitor attraction on the gaming floor.
Additionally, the brilliant LED signage powered by the proven AbsoluteVision™ platform enhances the gaming experience with its dynamic content, crisp resolution, and robust LED panels – ensuring long-lasting performance and exceptional visual appeal. Its striking design makes it a true eye-catcher on the casino floor, drawing players in and creating an exciting focal point for gaming enthusiasts.
The SAPPHIRE PACKAGE is part of an exclusive series of premium offerings. Each of these special offers delivers a unique combination of innovation, high-end gaming equipment, and ultimate entertainment experience.
A new benchmark in casino entertainment
This groundbreaking installation in France marks a major milestone for NOVOMATIC, setting a new standard for premium linked gaming solutions.
Arnaud Moumdjian, Director at Casino Partouche d’Annemasse, states: “Our goal is to constantly innovate and offer our guests the most exciting and modern gaming experiences. With the SAPPHIRE PACKAGE, we are proud to be the first casino worldwide to present this new concept – a stunning combination of cutting-edge NOVOMATIC technology and immersive design. Since the moment it was installed, the feedback has been overwhelmingly positive: Players are drawn to the vibrant LED signage and thrilled by the game selection, which includes iconic titles like Book of Ra™ and Queen Cleopatra™. We thank our long-standing partner NOVOMATIC for making this exclusive launch possible.”
Patrick Delbauffe, Sales Manager at NOVOMATIC France, adds: “We are delighted to celebrate the first-ever installation of the SAPPHIRE PACKAGE at Casino Partouche d’Annemasse. This achievement highlights our strong partnership with Groupe Partouche and our shared commitment to delivering innovative and high-quality gaming experiences. With the DIAMOND X™ 3.32 cabinets and the exciting SUPERIA GAMES™ Link 1, we are confident that this new addition will captivate players and bring outstanding performance to the gaming floor.”
The post NOVOMATIC premieres SAPPHIRE PACKAGE in Casino Partouche d’Annemasse in France appeared first on European Gaming Industry News.
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