Connect with us

Interviews

Exclusive Q&A with Tim Grice, CEO of Connective3

Published

on

Reading Time: 5 minutes

 

We are going through one of the most difficult times in human history. The Corona virus pandemic has affected all spheres of human lives. The gaming industry is no exception.

How do the best minds of the industry analyze this rapidly evolving situation?

That’s what we want to find out with this exclusive interview with Tim Grice, the chief executive officer of Connective3, a top-notch digital marketing agency in the gaming industry based in the UK.

Here he talks about himself, his company, quick impacts of the COVID-19 outbreak in the industry and, best of all, some insightful advice on how to proceed during these tough times.

Here we go!

Q. First up, an introductory question. Tell us about yourself. Our readers love to hear top entrepreneurs talking about themselves.

A. I’ve been working in digital marketing for 13 years. I started out as a consultant in 2007, mainly working across SEO and PPC. In 2010 I joined Branded3 as Head of Search; there were no more than three people in the digital marketing team when I joined, but in 3 years we managed to grow the business to over £4m in revenue and 60 people.
Branded3 was acquired in 2013 and I took over the role of CEO in 2015, generating revenues of £7.2m and nearly 100 people in the business.
In 2019 I decided to collaborate with the founders of Branded3 and introduce a new agency brand to the mix, connective3. We have gathered together the most talented people I have worked with over a decade and have created a £1m / 20 person business in 6 months. We have huge ambitions and want to grow the business in the UK and internationally over the next 5 years.

Q. How is your business going at this time of Corona-induced turmoil?

A. Like everybody else things have slowed down. No businesses are willing to commit at such an uncertain time. However, we are working remotely very well and are even seeing some growth from our igaming and other online-only clients.

Q. What about affiliate marketing industry performance as a whole in these times? Some sectors in the affiliate world of gaming and gambling industry must be hit hard, right?

A. Any affiliates linked to travel, retail and hospitality are going to struggle immensely as no one is buying. However, we have seen an increased amount of traffic and conversions across igaming (casino/poker/bingo) as well as certain financial products and services. So very mixed, but there is no doubt some serious pain across multiple sectors.

Q. What do you think affiliate marketers in the struggling sectors should do at this stage? Any advice based on your experience?

A. It’s very hard to react as this is such a freak even; however, if possible I would recommend reviewing all content on your site, ensuring it caters to those using ‘online’ in their search queries. We have seen huge growth in ‘online + keyword’ searches across the board, and are reacting with our clients.
I think the whole crisis really spells out the need for businesses to invest in content aimed at the awareness stage of the customer journey, aspirational content to cater to customers who are browsing and wanting information before they make a purchase. Everyone is at home, no one is buying, but people are still looking in preparation for the end of this crisis. Investing in this area will put you in a stronger position when conversions dry up.

Q. Was the affiliate industry prepared to face such a crisis? What kind of course correction do the affiliate companies in the gaming and gambling sector require both in operation and strategies for tackling such a potentially long emergency period?

A. As above, I don’t think there is much that can be done to avoid the declines, only ease the pain. Investing in information-rich content, diversifying products and having international websites is probably going to be the best way to minimise the impact of a pandemic like this.

Q. What are your quick insights into the situation as we go through an ongoing crisis caused by the Corona outbreak? What are the lessons that you learned from this episode? This could be important as many warn us about similar outbreaks in the future.

A. The best piece of advice I can give is to keep your business cash rich. Have enough in the bank to see your business through six months of no revenue. It will still hurt when something like this happens, but it will allow you to navigate through it and give you the funds to invest when the world wakes up. We’re anticipating a huge wave of growth when normality returns and as a business, we want to be in position to take full advantage. Our strategy is very simple, give world class service and support to our clients and use this time to invest in our inbound marketing output.

Q. Which of the sectors in the gambling industry gained as a result of the recent crisis? It would be great if you can provide figures and stats to support your answers.

A. I can’t go into specific details about clients or numbers; however, on a whole we’re seeing quite stable numbers across the businesses we work with. Across casino, poker and bingo we’re seeing on an average a 20% increase in traffic in the UK, and even though sports betting has collapsed, we’ve seen a sharp rise in e-sports. People still want to be able to gamble even though certain products are unavailable.

Q. There is of course a reported surge in customer interest on the igaming betting front. Do you think it is sustainable during the post-crisis stage as well, when the traditional sports will be back in action?

A. I think the current surge is temporary and will stabilise when things settle down and events are allowed to continue. However, this may not be for a while looking at the current situation, so this could be a truly unprecedented summer for online casino/online poker/online bingo products. My advice would be to invest hard now in content marketing and make the most of what looks to be double digit growth in this area. We work with igaming brands getting quality links and coverage which are having a huge impact on rankings. This is where I would invest to take advantage.

Q. What would be your advices and suggestions regarding content marketing strategy for the gaming and gambling industry during this outbreak and after it? Should the old practices hold up or new ones should surface?

A. I have no doubt that buying links, link networks and other manipulative techniques still work to deliver rankings. However, we don’t advocate or practice this; our content marketing and digital PR team are one of the best in the industry and are actively working with multiple igaming businesses delivering hundreds of top tier links every month.

I would invest in informational content on your website, answering all the questions your customers could possibly have about your products and services. However, the main part of my strategy would go into digital PR and delivering high quality trusted links that deliver trust and authority in the long term, as opposed to quick fix strategies that last 3- 6 months. Decent link building can be done at scale now and deliver quantity as well as quality.

Continue Reading
Advertisement

Interviews

Inside the Kongebonus Awards: What Norway’s Players Are Telling the iGaming Industry

Published

on

inside-the-kongebonus-awards:-what-norway’s-players-are-telling-the-igaming-industry

As the only iGaming awards originating from Norway, the Kongebonus Awards are decided entirely by open player voting, offering a rare, unfiltered view into what truly resonates with a dedicated gaming community. Kongebonus Editor-in-Chief, David Nilsen, explains how this year’s results reflect shifting player expectations, highlight both emerging and established studios, and contribute to wider industry conversations around quality, innovation and long-term engagement.

 

The Kongebonus Awards are now in their fourth year. How have you seen them evolve since the first edition?

Since the first edition, the Kongebonus Awards have grown both in reach and in significance. What started as a way to highlight standout games for our Norwegian audience has developed into a recognised annual moment where player sentiment is clearly reflected back to the industry. Each year we see greater engagement from the community and more awareness among studios and suppliers about what the awards represent. The structure has also matured, with categories that better capture the diversity of modern game development. Most importantly, the awards have become a consistent reference point for which games and providers have truly connected with players over the past year, giving the results increasing weight within the wider iGaming conversation.

This year’s awards were presented in connection with ICE Barcelona. How important is it to connect a Norwegian, player-driven initiative with the wider international industry?

Connecting the awards to an international event like ICE Barcelona helps bring local player insight into the global industry spotlight. While the voting comes from Norwegian players, the studios and games involved operate across many markets. Presenting the results in that setting underlines that player preferences in Norway are part of wider trends in iGaming. It also allows international stakeholders to see how a Nordic audience responds to different styles of games, mechanics and themes. That perspective can be valuable for product planning and market strategy.

This year’s winners were decided through open public voting. Why is it important that the results reflect the voice of players so directly?

Having the winners decided through open public voting ensures the results are grounded in real player experience. The recognition comes directly from the people who have spent time with the games, formed opinions and chosen their favourites. That gives the awards a strong sense of authenticity. It moves the focus away from internal industry perspectives and places it firmly with the end users. For studios, this kind of recognition signals that their work has genuinely resonated with players, not just performed well commercially. Player-led results offer a clear and transparent indicator of which games and providers have built lasting appeal, and that makes the outcomes especially meaningful within the industry.

The awards focus not only on commercial performance, but also on quality, innovation and player experience. From this year’s winners, what stood out most to you?

What stood out most was the balance between creativity and accessibility. Players clearly reward innovation, but only when it is paired with strong execution and an enjoyable overall experience. Many of the recognised titles combine distinctive mechanics with clear game identity and smooth gameplay. There is also evidence that consistency matters. Studios that repeatedly deliver engaging, reliable experiences tend to build strong followings, and that loyalty is reflected in the voting.

How do categories such as Rising Star Game Developer and the Readers’ Hall of Fame help ensure the awards spotlight both emerging studios and more established names?

These categories make sure the awards reflect the full spectrum of achievement in the industry. The Rising Star category gives visibility to newer studios that are already making a strong impression with players through innovation and creativity, even if they do not yet have the scale of the largest providers. In contrast, the Readers’ Hall of Fame recognises games that have achieved lasting popularity and become long-term favourites. Including both perspectives shows that excellence is not limited to one stage of growth. It highlights that players value both fresh ideas and proven experiences.

Looking ahead, how do you expect the awards to continue growing, and what role do you see Kongebonus playing in shaping player-led conversations in the industry?

As player expectations continue to change, the awards will develop alongside them. The aim remains to document and highlight the studios and games that genuinely stand out from a player perspective. Over time, this may mean refining categories or exploring new ways to reflect emerging trends, while keeping open voting at the core. Kongebonus will continue to act as a bridge between players and the industry, translating community sentiment into insights that studios and suppliers can learn from. By keeping the focus on player experience and feedback, the awards can play a growing role in encouraging the industry to prioritise quality, innovation and long-term player engagement.

 

To find out more about this year’s Kongebonus Awards and see the full list of winners, visit: https://www.kongebonus.com/nyheter/vinnere-av-kongebonus-awards-2025/

The post Inside the Kongebonus Awards: What Norway’s Players Are Telling the iGaming Industry appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Continue Reading

Interviews

Scaling innovation through the launch of Tequity Publishing

Published

on

scaling-innovation-through-the-launch-of-tequity-publishing

Following the announcement of its new publishing vertical and the successful debut of Royal Drop, we sat down with Tanja Bergman, Head of Growth RGS at Tequity, to discuss how this new arm is set to dismantle technical barriers for ambitious studios and why scalability is the new frontier for the ‘Burst Games’ genre.

 

Tequity has just officially launched its Publishing vertical. What was the primary catalyst behind this move?

The industry is currently in a fascinating place. There is no shortage of creative talent among studios, but there is a massive technical bottleneck. We have seen so many ambitious studios with incredible concepts – especially those moving beyond traditional slots – who have been getting bogged down in terms of getting those concepts out into the marketplace.

The catalyst for Tequity Publishing was simple. We wanted to break down those technical barriers. By handling the infrastructure, distribution, and compliance frameworks, we allow studios to do what they do best, which is build outstanding games. It’s about speed-to-market without compromising on the quality or the vision of their content.

The launch coincides with the release of Royal Drop. How does this game, and the partnership with Mirror Image Gaming and The Fortune Engine, showcase what Tequity Publishing is all about?

Royal Drop is the perfect proof of concept. It’s a collaboration that highlights three important pillars of modern game delivery. You have Mirror Image Gaming bringing that fresh, video-game-influenced Burst Games energy, The Fortune Engine provide the math tools and templates, and Tequity Publishing offers the global scale and distribution pathway.

It shows that when you remove operational friction, you can create a game-first experience that appeals to a new generation of players who want something more interactive than a standard 5×3 reel.

Tequity Publishing offers two models: RGSaaS and RGS-to-RGS. Can you walk us through the strategic benefits of each?

Flexibility is key, because no two studios are at the same stage of their journey. The RGSaaS model is our full-service offering. It’s designed for studios that want to focus 100% on the creative side. We provide the entire infrastructure and publishing framework and it is essentially a business-in-a-box for game creators.

The RGS-to-RGS model is a more streamlined, tech-first approach for studios that already have their own RGS but lack the distribution muscle. It allows them to plug into our growing operator and aggregator network instantly. Both models are built on the same philosophy: helping studios reach parts of the market they otherwise couldn’t access on their own.

You mentioned reaching new generations of players. How does this vertical specifically empower studios to innovate in ways they couldn’t before?

When a studio is concerned about how they are going to integrate with a multitude of different operators or how to navigate complex jurisdictional requirements, they tend to play it safe. They stick to what they know.

By taking that weight off their shoulders, we give them the opportunity to be brave. Studios like Mirror Image Gaming are pushing the boundaries of modern iGaming, taking influences from the video game world. This is exactly what the new generation of players is looking for. We provide the scalability so that these niche, innovative ideas can achieve mass-market impact.

It’s been a busy period for Tequity, following the success of your Originals series and the iBankroll partnership. How does the Publishing vertical fit into the broader Tequity roadmap for 2026?

It’s all part of becoming the ultimate technology partner for the gaming industry. Whether it’s our streamer-friendly Originals or our Bankroll-as-a-Service offering, the goal is to provide scalable, customisable solutions. Tequity Publishing is the natural evolution of that mission. We aren’t only providing the tools anymore, but also the pathway to the player. Looking ahead, you can expect a series of further launches through our three-way collaborations. We’re proving that the barrier to entry for innovation has never been lower.

Finally, for studios looking to scale quickly, what is your main message to them?

Don’t let technical noise drown out your creative signal. If you have a game concept that breaks the mould, you shouldn’t have to spend years building the distribution architecture to get it seen. That’s what we’re here for. We want to help you launch at a speed and scale that matches your ambition, so that you can make a significant splash in the industry.

The post Scaling innovation through the launch of Tequity Publishing appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Continue Reading

BetMGM

Breaking America with BetMGM

Published

on

breaking-america-with-betmgm

We speak to Charles Mott, CEO & Co-Founder at S Gaming, about the provider’s move into the US market with BetMGM and why more casual gameplay hits the mark with players stateside

 

Congratulations on your deal with BetMGM in the USA. Why is this such a milestone market launch for S Gaming?

The deal with BetMGM marks our hotly-anticipated launch in the US market, and sees our games go live to players in core regulated states such as New Jersey, Pennsylvania, West Virginia and Michigan. We see huge potential for our content in the North American market, and to make our debut with such a high-calibre operator is a testament to this. The US is still just finding its feet as a regulated online casino market, and our games, with their focus on sustainability and high entertainment, are the perfect fit for audiences who are used to land-based slots and are increasingly moving online. They are simple, easy to understand and play, and ultimately deliver tons of fun over longer playing sessions – just like the slot machines found on the floors of casinos in Las Vegas and beyond.

 

Just how important was it to go live with a tier-one operator like BetMGM? And how will the deal allow you to quickly build momentum in the US?

It’s mission critical. Going live with BetMGM allows us to build immediate trust with players, tap into a large and loyal playerbase, and simultaneously enter multiple regulated iCasino states at the same time. Now that we are up and running with BetMGM, we are turning our attention to striking partnerships with other operators active in the market. It’s pretty much the same blueprint that we’ve followed in our home market of the UK where we are now live with all but a handful of brands – something we have been able to achieve in a little over two years. We know the US is a slightly different market, but we are confident in our approach to game development and, as we gather more data on how US players interact with our games, will use this feedback loop to guide our product roadmap going forwards so that each title is better than the last and more suited to the preferences of US players.

 

You mentioned that your games are aimed at more casual players. How does this align with the preferences of US consumers?

If you walk onto the gaming floor of any Las Vegas casino, you’ll see row after row of slot machines. Increasingly, these machines are designed to keep players entertained for longer through gripping gameplay and regular wins. A lot of online slot content delivers high risk/high reward gameplay, where players can quickly clear through their balance as they hunt down big wins – wins that don’t land all that often. In a market where operators care deeply about retention and lifetime value, games that keep players spinning for longer really matter. Our approach to producing sustainable, fun games for players in the UK and Europe has allowed us to not only stand out but to engage players at scale, and we are confident players in the US, especially those who enjoy land-based slotting, will also be drawn to them at scale.

 

Has launching in the US been a major undertaking for S Gaming, or did it prove to be plain sailing for the most part?

When planning our move into the US market we identified two routes. We have our own remote game server, so we could build on that, secure licences in each state we wanted to enter, and then deploy our content directly with operators. The other option would be to work with a third-party RGS provider that already has the licences and integrations we needed. While the first option might sound like the best, in reality, especially for a smaller studio, the cost of and resources required for securing individual state licences can be prohibitive. So instead, we joined forces with Gaming Realms as they have the cutting-edge RGS and licences (in both the US and Europe) we were looking for. This means we simply need to build a US version of each game on the Gaming Realms RGS and can then deploy content with the wide range of operator partners they are connected with in regulated iCasino states across the US.

 

Tell us more about the initial run of games you’ve launched with BetMGM.

We’ve launched the partnership with Barnyard Bash Chicken Chase which will be followed by Triple 7 Jackpot in February and Cat and Mouse Collect in March – with one new game a month to follow as we build out our US portfolio. If players were to try just one of our games, it would be Barnyard Bash Chicken Chase. It gets players clucking as they spin the reels, collect Eggs and add them to the growing Nest – the more eggs collected, the bigger the Nest Egg becomes. Not only that, Eggs can randomly activate the matching colour-coded Nest Egg and award entry to the Chicken Trail feature, drop Egg-stra Free Spins or lay an Instant Prize.

But once they’ve tried it, they’ll definitely want to take Triple 7 Jackpot for a spin. This classic slot is dripping in neon action – the Triple 7 feature is always on screen but is locked until a spin lands three Bonus 777 symbols. This unlocks the feature with on spin awarded, giving players a shot at the 500x Jackpot prize. Free Spins are also up for grabs with seven Free Games awarded when three Scatters land in the base game.

Finally, Cat and Mouse Collect is a playful, feature-rich slot built around a simple but engaging Collect mechanic. Players pin the reels, collect up the cheeses and feed the hungry mice until they’re fit to burst. Green plates will serve up an instant prize, Blue will start the wild and wacky Cheese Chase and Red dishes out some feisty Free Spins. With regular feature triggers and plenty of on-reel interaction, it’s designed to keep players engaged from spin to spin without relying on extreme volatility.

 

What does success in the US look like for S Gaming over the next 12-18 months?

Success for us isn’t about one big hit, it’s about becoming a trusted, widely-distributed supplier in regulated iCasino states. Over the next year we want to significantly expand beyond BetMGM, roll out a steady pipeline of US-optimised titles and build the kind of player data and

operator relationships that let us grow sustainably. If players in New Jersey, Pennsylvania and Michigan are regularly choosing S Gaming titles as part of their core rotation, then we’ll know we’re really breaking into the market.

The post Breaking America with BetMGM appeared first on Americas iGaming & Sports Betting News.

Continue Reading

Trending

Get it on Google Play

Fresh slot games releases by the top brands of the industry. We provide you with the latest news straight from the entertainment industries.

The platform also hosts industry-relevant webinars, and provides detailed reports, making it a one-stop resource for anyone seeking information about operators, suppliers, regulators, and professional services in the European gaming market. The portal's primary goal is to keep its extensive reader base updated on the latest happenings, trends, and developments within the gaming and gambling sector, with an emphasis on the European market while also covering pertinent global news. It's an indispensable resource for gaming professionals, operators, and enthusiasts alike.

Contact us: [email protected]

Editorial / PR Submissions: [email protected]

Copyright © 2015 - 2024 - Recent Slot Releases is part of HIPTHER Agency. Registered in Romania under Proshirt SRL, Company number: 2134306, EU VAT ID: RO21343605. Office address: Blvd. 1 Decembrie 1918 nr.5, Targu Mures, Romania