Interviews
What the Euros taught us
Morten Hauge, Head of Sports at Aspire Global, tells European Gaming about what the company learned during the Euros and how this will impact its approach as the industry gets ready for the domestic season to kick off.
Talk us through the Aspire/BtoBet performance across the Euros, did it exceed expectations in terms of engagement? Any stats that you can share?
It’s fair to say the tournament met our expectations. Certainly, from a CRM and acquisitions point of view. We saw engagement gradually increasing throughout the event and saw spikes when England were playing, as the UK is our most prominent market.
The outcome of the final was the perfect scenario for UK-facing bookmakers – England going all the way to the final and losing on penalties, ensuring their key market was engaged all the way through. England winning the tournament would have seen bookies paying out a great deal at that point.
So, we are now wrapping up all the learnings we have taken from the Euros and devising how we will apply this to the World Cup in Qatar next year. That really will be a tournament like no other, with it taking place over the winter and air conditioning being pumped through the stadiums. Turning around such learnings quickly will become more important as we grow our Latin American business, however.
Were there any noticeable betting behaviour trends from the month-long tournament?
There was a definite sense of cautiousness from UK bettors during the early stages of the tournament. Certainly, when compared to what we saw at the last World Cup. There was a lot less action in the initial round of fixtures, but it built up a steady momentum and that came to a head in the knockout phase. Bets on correct scorelines, as always, saw a huge surge and it was fantastic to see our new widgets such as our free to play AspireBattle, performing as we hoped it would do, attracting players that wouldn’t usually be interested in the Euros. We actually used it to host our own office competition for the Euros, which was a lot of fun. We are going to look to include this in our Premier League acquisition package as well heading into the new domestic season.
Now we’ve entered the post-tournament phase and the quieter betting period before the domestic season begins, how do you support operators in keeping bettors interested and engaged?
Virtual sports are an important product during this quieter period, but sometimes it’s good practice to just let the players breathe a little bit so we’re not overloading them with content. We’ll create some soft awareness around the Olympics, but in truth it isn’t a huge betting event. The 100m sprint is a good betting event that will keep us in the player’s mind before the next big tournament. There might also be some interest in handball soccer and basketball, but even then, that’s only the case when the country has a better chance of winning a medal. On top of that, the time difference means that many of the events are taking place throughout the early hours of the morning, which isn’t ideal for our European audience.
This time is vital for us to take all the data we’ve accumulated from the Euros and put it to good use before the Premier League commences. We will take a look at all the players that gamers bet on to score, for example, so we can identify crossover opportunities and provide a more personalised experience based on their betting behaviour. End users appreciate this tailored service, and it helps give operators a competitive edge. This will also apply to the World Cup qualifiers in September.
The UK recently announced stadiums will be able to return to full capacity for the new season. Does this influence your approach to trading at all, given home crowds are likely to have an impact on games once again?
I don’t think it will influence our approach to trading. I think it would probably have a bigger effect on the market – the bigger betting syndicates will probably have an influence on the market price, particularly at the beginning. It will most likely be priced in the first one to three games and we’ll see some big moves around matchday, in all likelihood, but that’s it.
Some home teams are likely to perform a lot better than they would in empty stadiums. With that in mind, Liverpool would be a good bet to challenge for the title. Their form at Anfield dipped significantly last season and arguably that’s because of the famous Kop crowd not being able to influence games.
Ahead of every new domestic football season, competition is typically fierce as sportsbooks look to acquire and retain customers. How crucial are sophisticated CRM systems in re-engaging with bettors, particularly at a time when acquisition can be expensive?
It will be more important than ever and thankfully for our operator partners, we’ll be ready to provide them with a comprehensive CRM system through our newly launched intelligent software, AspireEngage. We are expecting great things from our new customer lifestyle journey. We are sending all bets in real-time directly to the CRM system so we can use these as triggers very early on to build an individual journey for each player.
Automation with relevance is the key here. AspireEngage is for operators who want to do CRM and do it properly. We can be a lot more targeted with a relevant message, which will be a welcome change to the usual Premier League reactivation strategy because everybody does that. This gives operators a definite edge.
Widgets like Aspiretip that weren’t exactly designed for the Euros, but which performed well, will be important when the domestic season kicks off. This informs players of the different bets and activities that are available to them and will really come into its own for events like the Premier League and the Six Nations.
How can operators maximise the use of AspireEngage ahead of the new domestic season? How will it improve performance?
It’s a real-time, easy to use solution and will open the opportunity for operators to deliver sophisticated marketing techniques that offers the kind of personalised customer experience that gets bettors coming back for more.
So, if a player bets on the Premier League or LaLiga in August, they will have a completely different experience to those that go down the rugby union path, for example.
Automation is difficult when an operator also wants to remain consistently relevant and up to date. With this journey builder we can offer a lot more value than ever and really improve customer satisfaction.
It also makes a big difference for bettors that are just joining for events like darts, snooker or rugby union. Traditionally, these demographics aren’t huge bettors but the operator still needs to make the most out of them when they do want to engage. It’s easy to offer CRM that caters to the customers that are naturally engaged but targeting those players that only dip in now and then is what AspireEngage offers. Put together, all those players add up.
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EvenBet Gaming’s CEO, Dmitry Starostenkov, speaks to EEGaming about the company’s expansion into the casino vertical, what drove the decision, what it took to build, and what it means for operators looking to grow beyond a single product.
EvenBet has spent more than two decades building its reputation in poker. What told you the time was right to move into casino?
We kept having the same conversation with partners who trusted our poker infrastructure, asking whether we could support them on the casino side too. For a long time, our answer was to point them elsewhere but, with competition intensifying, that became harder to justify.
But there’s a wider shift happening too. Operators are under real pressure to extract more value from their existing player base. Acquisition costs are rising, regulated markets are tightening, and the days of building a sustainable business on a single vertical are gone. Operators who are growing have found more ways to extend player value across their full product offering, and that requires purpose-built infrastructure.
We have the technical foundation and understand the player behaviour. The question became when to make the move, and how to do it in a way that was genuinely an improvement on what was already out there.
Moving from the single poker vertical into a full casino platform is a significant undertaking. Where did the product challenges actually lie?
The single player account sounds simple until you’re actually building it. Shared balance, unified player profile, seamless movement between poker and casino all create complexity that compounds quickly. The other challenge was scope. A game aggregator covering 15,000 titles across 230-plus providers has the potential to create real infrastructure problems. We had to build something that could handle that scale without becoming unwieldy for operators to use. And we didn’t want to compromise the poker product to get there either – that was non-negotiable. Everything had to work as one system, not two products stapled together.
How does cross-vertical conversion work, and why does that matter so much to operators right now?
The friction in moving a player between verticals has always been the drop-off point. Separate logins, separate wallets and separate experiences are all different reasons for a player to disengage. When that’s removed, the conversion happens more naturally.
What makes the difference is having product mechanics that actively pull players across. One Click Poker removes the traditional lobby entirely, which has historically been the biggest barrier for casino players who find poker intimidating or unfamiliar. Spins Poker goes further by taking player-versus-player gameplay and wrapping it in slot-style mechanics, so the experience feels native to a casino player from the first session.
In the other direction, casino rewards sitting inside the poker environment give poker players a natural reason to explore. It becomes a two-way pipeline rather than a one-way push, and operators can see that working in the data. That’s what cross-vertical conversion looks like when the product architecture supports it properly.
What does EvenBet Gaming now offer an operator that they genuinely can’t get elsewhere?
Most casino platforms don’t come with a serious poker product attached, and most poker providers don’t have a credible casino offering. We’re in a fairly unique position in that we can genuinely deliver both, and the integration between the two is real and not just a partnership held together by an API. In terms of who this is for, it’s operators who want to grow. Whether that’s a new entrant who needs a clean, fast route to market, or an established operator who has a casino product but knows they’re missing a revenue stream without poker. We’re positioned to offer that market entry and scalability, without compromising quality.
The post Behind EvenBet Gaming’s strategic evolution into casino appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Looking beyond Brazil, which LatAm market stands out most right now, and what makes it attractive?
Liam Hoofe, Content Strategist at GameOn
Based on our research for GO Intel, I think Chile is the market to watch out for the most. The size of the opportunity is potentially massive, with the Chilean Senate’s own figures estimating that more than 5 million Chileans are already gambling online.
The demand is definitely there, and broader discussions about a regulatory framework are underway. Our estimates in GO Intel also put channelisation rates at 80% if enforcement and regulation ran smoothly.
The proposed ‘cooling-off’ period for operators already active there is also quite a unique approach, and it will benefit those who approach the market with the right foundations in place.
Of course, as we’ve seen with Brazil, there will no doubt be a lot of public debate around the market, and the tax structure could be complex, but of the three we researched, this one still stands out the most.
Paulina Hovar, Lead Sales Manager LATAM at BGaming
Right now, Mexico and Argentina stand out the most to me.
Mexico has been showing steady growth for a while now. It’s already a fairly mature market with strong operator presence, but there’s still plenty of room to scale. At the same time, one of the main things to watch is the tax situation and how regulation may develop in the future, since that could impact profitability and market dynamics.
Argentina is interesting for a different reason. The market is regulated at the provincial level, so it’s much more decentralized. That creates opportunities because entry can be more flexible, but it also means you need to understand the local landscape and choose partners and regions carefully.
Ramiro Atucha, Board Advisor to Kiron Interactive
Mexico stands out. The size of the market alone makes it attractive, and the current regulation is already acceptable enough for public companies to feel comfortable operating there. It’s also moving toward a more formal framework, so there’s still margin to grow. Beyond Mexico, I’d point to Chile, certain provinces in Argentina, and Colombia. All three have their own dynamics, but they’re markets you can’t ignore right now.
When entering markets that are still evolving from a regulatory perspective, what’s the right balance between moving early and waiting for clarity?
Liam Hoofe, Content Strategist at GameOn
That’s the million-dollar question, and it’s one I’m not sure there is a 100% correct answer to. For me, it’s about building relationships, ensuring you have the right infrastructure in place, and understanding a market before you invest.
Operators and studios that just enter with no understanding of the culture and of the way the regulatory landscape could adapt are putting themselves at risk of failing.
Trying to remain one step ahead of regulation and working alongside the regulators to help the market mature is always going to be a much better approach than just waiting for regulation to come into place and being reactive.
Paulina Hovar, Lead Sales Manager LATAM at BGaming
It depends on how mature the market is.
If the regulatory framework is already clear and established, then the best approach is to operate fully within the licensed model from day one.
But in markets that are still in a gray or transitional stage, where operators are already active, it can make sense to take a more gradual approach. That could mean building partnerships, adapting the product to local needs, and preparing for future regulation before fully committing.
You also have to be very careful about legal and reputational risks. Every market is different, so timing and level of involvement should be assessed on a case-by-case basis.
Ramiro Atucha, Board Advisor to Kiron Interactive
As early as possible, as long as it isn’t illegal or forbidden. That’s the right moment to enter and transition through the regulatory process. Brazil is the clearest example. Sports betting was legalized in 2018, but the full regulatory framework only came in late 2023, with licensed operations starting in 2025. The operators that used those years to attract players, test the market and build name recognition without breaking the law made a real difference. By the time regulation arrived, they were already established.
As markets like Chile, Peru, and Uruguay develop, what will separate the brands that succeed from those that struggle?
Liam Hoofe, Content Strategist at GameOn
The biggest differentiator for me is localisation, and by that, I mean real localisation, not just translating a game into Spanish and calling it a day. This means actually creating products and promotions that speak to local audiences. LatAm is not just some big monolithic market with a one-size-fits-all solution – brands that succeed there are the ones that understand this. The ones who know that a player in Chile is not the same as one in Uruguay or Brazil are going to be the big winners.
On top of that, working closely with regulators and showing genuine concern for players’ well-being in these markets will make a huge difference. It’s not enough anymore to just display simple responsible gambling tools; players want to see it in your actions, and it’s obvious to them which brands really care and which are just ticking boxes.
And finally, local partnerships. Some of the most successful companies we work with are those that really integrate themselves and find local partners that offer genuine insight into communities, and can be leveraged to build trust. This can be achieved in a number of different ways, whether it’s through working with local content creators and influencers or getting involved with local charities and events.
Paulina Hovar, Lead Sales Manager LATAM at BGaming
As markets like Chile, Peru, and Uruguay continue to develop, the following three factors will set successful brands apart from the rest.
First, strong local partnerships. Without people on the ground and a real understanding of how each market works, it’s very difficult to build a sustainable position.
Second, product adaptation. Translation alone is never enough. Companies need proper localization that reflects user behavior, cultural differences, and local audience preferences.
And third, regulatory readiness. The companies that invest early in certification, compliance, and building the right processes will have a major advantage later on. It’s expensive and takes time, but in regulated markets, long-term preparation usually makes the difference between short-term growth and lasting success.
Ramiro Atucha, Board Advisor to Kiron Interactive
Brands that bring international experience and proven competitiveness from other markets, combined with genuine local understanding, will get the best of both worlds. The international background gives you credibility and product depth. The local presence gives you a product that’s actually adapted to how players in that country behave. Neither side works on its own. In Chile, Peru, and Uruguay, the operators who get this combination right are the ones who’ll separate from the pack.
The post LatAm: Beyond Brazil – Chile, Uruguay and Peru’s Regulatory Trajectories appeared first on Americas iGaming & Sports Betting News.
Following his appointment as Chief Product Officer at iGaming software pioneer Tequity, industry veteran Alex Scott outlines his vision for the company’s expanding product suite. With over 20 years of leadership experience, including driving WPT Global to become the world’s second-largest online poker room, he shares his insights on how Tequity’s approach is redefining both the games players enjoy and the way they are distributed.
You have held senior leadership roles at major operators and suppliers. What convinced you to join Tequity, and what are your main priorities as CPO?
Tequity is a business that I’ve admired since I first became aware of it. In that time I’ve heard so many positive things about how the company is able to move very quickly and decisively, while still delivering ultra high quality products for its partners. When I started interviewing for the position and meeting the people involved, that only reinforced the positive impression I had. It was clear to me that this was a company that is at the forefront of innovation in the iGaming space, creating and delivering content that is fresh and exciting.
My priority as CPO is to further accelerate the development of top-quality products that are highly relevant to today’s players. I’m excited to roll up my sleeves and get stuck in – there are so many possibilities!
Tequity recently secured BMM Testlabs certification for its RNG and the first batch of Originals titles. How does that accelerate your product roadmap?
This certification will open up many more potential customers for Tequity, and therefore many more opportunities for businesses to take advantage of Tequity’s services, like our bespoke Exclusives and our top-performing Originals. Operators fighting for market share are always looking for those added-value elements that can set them apart from the competition and our fully brandable, customisable and feature-packed content offers that key point of difference.
It will also enable the studios using our RGS and Publishing solutions to widen their own distribution and reach many more potential customers as well – just another reason to choose our RGS. We have seen the strong demand for our games and solutions from partners all over the world, and we believe that this appetite will be more than matched by operators in the regulated market space.
Finally, it represents s a step towards a wider regulated market expansion which I am excited to be involved in.
Player preferences are moving decisively toward fast-paced, community-driven experiences. How do Tequity’s game divisions cater to this next generation of player engagement?
One of the things that sets Tequity apart is that the company truly understands what the modern generation of players are looking for. They are discovering online casino in a very different way to past generations, and require simpler, easier to understand, more socially-driven content if you want their full attention. Today’s players expect instant gratification and seamless, mobile-first experiences that fit into their fast-paced lifestyles. They also want gameplay to feel like less of a solitary activity and more of a shared event.
Having spent recent months immersed in casino game development for the crypto generation, I’m really looking forward to contributing to these efforts and having an impact of my own.
You will be joining the Tequity team at iGB Live in London next month. What is the key takeaway you want operators and studios to leave with?
As the newest Tequity signing, I’m looking forward to meeting the rest of the team and many of our partners and customers at iGB Live.
Tequity is an extremely fast and capable company that builds high-quality, interesting products at the cutting-edge of the industry. My hope is that operators and studios leave the event understanding our expertise and capabilities. But I also want them to leave with a sense of the enthusiasm and passion that we have for building great games that stand out from the crowd.
The post Q&A with Tequity’s new Chief Product Officer Alex Scott appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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