Interviews
Exclusive Q&A with Si Crowhurst, VP Vungle Creative Labs
We usually start with a brief introduction. Could you tell us about yourself and your current role in your organization?
S.C.: At Vungle, we strive to transform how people discover and experience mobile apps. Our goal is to be the trusted guide for growth and engagement, helping our clients optimise ad performance by creating and rapidly adapting ads that maintain user experience. As the VP of Vungle Creative Labs, I lead the charge on creating data-optimised content to drive engagement and increase returns for publishers and advertisers, ranging from indie studios to powerhouse brands.
Vungle Creative Labs’ secret to success is the multidisciplinary DNA of the team that combines creatives, technologists and data analysts. We’re constantly advancing our creativity and automation platform for custom creative, using data and machine learning to ensure our clients are on the leading edge of mobile advertising.
The main focus of this interview is Vungle’s joint initiative with the WHO/UN Call Out to Creatives to Help initiative – for creating ads and in-app advertising for public health awareness. How did this project come up? Who made the first moves?
S.C.: At the height of the pandemic, the United Nations/World Health Organization launched its first ever “call out to creatives to help” and we simply felt that it was an opportunity to create some really impactful work and really live up to our values. In short, we wanted to do our bit.
The focus of the brief was for designers to create visual content explaining what steps people can take to slow the COVID-19 pandemic and tackle harmful misinformation campaigns. In a modern-day ‘Rosie the Riveter’ effort, we pooled our design talent, data analytics and gaming expertise and set to work creating a series of playable ads (i.e. interactive ads). Drilling into the principles of gamification, we created ads to drive user engagement around the key WHO messages of maintaining physical distancing and personal hygiene.
Tell us a bit more about the whole thing. Basically, you send health awareness messages just like in-app advertisements. Tell us more about the processes involved?
S.C.: The campaign strategy we developed and sent into the WHO/UN focused on delivering playable or interactive ads that carried a public health message instead of a consumer brand performance ad. The design process was also similar. We know from our wider work that gamification works in in-app advertising because it triggers powerful human emotions – think: the need for achievement, competition and status; the desire for reward etc. – so we applied the same thinking to this context. In one design, people interacting with the ads had to interact with the screen, swiping back and forth for the duration of time it takes to wash your hands before they could continue in their given app.
What is exactly Vungle’s role in it? Do you use your data, testing and research insights to create, place and run the health awareness in-app ads, just like you do in the case of usual commercial ads?
S.C.: After reviewing the UN/WHO’s main goals and objectives, we selected the playable ad format as the most effective creative medium. Playable ads are dynamic, non-verbal ads that can transcend language and cultural barriers that could otherwise mean that certain messages don’t carry or fall flat. Visual language is a powerful way to drive home messages and encourage positive behaviour. We knew as the weeks of lockdown passed, there had been a significant uplift in mobile app downloads, so this format was really useful given the context.
The team developed several creative options, choosing to capture the key messages of physical distancing and personal hygiene; some of the most salient health messages that many governments have advocated as fundamentally necessary to the emergency response. We then applied creative testing to learn, scale and adapt the ads at rapid speed to enhance user experience while still achieving engagement goals.
How are the users reacting to these health messages through in-app ads. Are their responses in similar lines as towards the commercial ads?
S.C.: We’re delighted to say that the ads have attracted over 36,771,804 million viewers so far, reaching both Apple and Android users in over a dozen countries. Excitingly, the work now also sits in a WHO library of artwork that will be used to educate individuals and communities all across the world as we pass through this global crisis and, hopefully, learn from it for next time. You see the library here: UN COVID-19 Creative Content Hub. In terms of the comparison to commercial ads, the click through rate has been impressive – 55 percent higher than the average click rate for advertising campaigns in apps –, but given the variables involved in the ad content and aims, you can’t really compare apples with oranges!
You recently wrote about monetization strategies for in-app adds during COVID-19 outbreak. How are things going in the in-app monetization front over the last two months? Are the ad engagement and the revenues from in-app monetization going up or down? Would love to hear some stats and observations on this topic.
S.C.: As with every major crisis, the public turns to news and online platforms for information. With school closures and mandatory work-from-home policies, many of us in the industry expected some uptick in the number of mobile games being downloaded, and the initial upsurge post-lockdown was pretty massive. While entertainment advertisers are seeking to leverage this increase in demand and garner extra conversions as a result, it still feels too early to speculate on how things are going in monetisation and how resilient companies will be as we navigate these unchartered waters.
That said, as time goes on, we’re likely to see more and more people turning to apps that run on freemium models. This is what happened in China during the lockdown there. With users flocking to apps, it’s a good time for mobile marketers to strategically optimise their in-app spend, but we recommend engaging with partners who can really help them navigate this uncertain terrain.
We focus on the gaming and gambling sector. The real world of sports has come to a standstill, with all the major sporting events getting cancelled. How did that affect the mobile advertising sector? Is there being a case of another door opening when one door is shut?
S.C.: While in-app advertising for sporting and gambling apps has taken a hit, users have transferred their attention to other apps that help tackle boredom, find some fun or, in many cases, manage their anxieties – for example, anecdotally we know that people have been trying to “upskill” with language apps like Memrise or Duolingo. So, the users are still there, but their allegiance to which apps has simply changed. When sporting events start up again (and as we’ve seen with Premier League football recently restarting), we can expect the sector to see a change in their fortunes.
We shall conclude with a look into the future. What are the major changes, if any, that we could see in mobile advertising? Our readers appreciate your insights on this.
S.C.: AI continues to shape the future of mobile advertising, with the continued proliferation of machine learning algorithmic and automated bidding products from the likes of Facebook and Google having a strong influence. These technologies are taking control away from advertisers with respect to which target levers to pull in their campaigns and instead decisions are being made based on data. This data includes aggregated intelligence from different industries and markets, as well as billions of consumer data points like key words and searches, device types, and geographic locations – all of which will inform what works best in terms of ad spend and budget allocation.
“Seed” audience data – consisting of users who have already shown their interest by taking actions like clicking an ad or purchasing a product – and creative remain the two most impactful levers for a marketer to influence performance and scale. This has led to considerable investment in creative studios and technology that support the ability to produce massive amounts of creative variants, which can be piped into campaigns for testing. Creative that is adaptive and responsive to user preferences will continue to grow.
Finally. short-form, video-sharing apps are a huge trend, and have enormous potential to reshape mobile advertising. Because this type of content feels more native – its users self-describe as creators rather than “influencers,” developing ways to draft behind it is exciting new territory we need to explore.
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We sat down with Tequity’s VP Growth Originals, Dominic Sawyer, to discuss how the industry is evolving to meet the unique appetites of Brazilian players and how technical scaling is the secret weapon for ambitious studios.
Brazil is now well over a year into its regulated era. How has the focus shifted for operators who are looking beyond that initial launch phase?
The first year was about land grabs and establishing a footprint. In 2026, the conversation is much more grounded in operational efficiency and the cost of player acquisition. Brazil is a massive market, but it is also an expensive one. If an operator is spending a premium to bring a player through the door, losing them to a generic, uninspired lobby is a massive waste of resources.
The focus has shifted heavily toward retention. We are seeing operators move away from the volume at all costs approach and towards building a brand-based ecosystem. This is where bespoke content comes in. By using our Originals framework, operators can create games that feel like a native part of their platform. This builds a sense of familiarity and trust. In a regulated market, player loyalty is the only thing that can protect your margins against evolving tax frameworks and marketing restrictions.
We know Brazilian players have a deep-seated love for sports. How is this influencing the types of casino games that are succeeding in the market?
The crossover between sports betting and casino in Brazil is perhaps more pronounced than anywhere else. Brazilian players crave high-energy, high-frequency interaction. They want the tension of a live match translated into a casino format. This is why we have seen such an explosion in the popularity of ‘burst games’ and instant-win titles.
Our product roadmap is heavily influenced by this desire for real-time excitement. Our Crypto Trading Games range, for instance, resonates because it mimics the volatility and decision-making of a live market or a high-stakes football bet. Features like 1,000x leverage and the ability to manage multiple active bets simultaneously provide a level of agency that traditional slots often lack. With the World Cup on the horizon, we expect this appetite for sports-adjacent casino content to reach a fever pitch. Operators who can bridge that gap effectively will see the highest levels of cross-vertical engagement.
With so many international brands entering Brazil, how can an operator ensure their content doesn’t just look like a translated version of a European site?
Laziness in localization is a fast track to irrelevance. A player in São Paulo isn’t looking for a translated UK slot, but a game that feels like part of the local culture. True differentiation involves cultural alignment, brand recall, and a pacing of gameplay that matches local preferences.
We believe in providing a modular approach that hands the creative keys back to the operator. This allows them to tailor visual treatments and UI to reflect local festivals, brand ambassadors, or specific colour palettes. When a game feels like it was built for the Brazilian market rather than just adapted for it, the player connection is significantly stronger. You want your content to feel like part of the local furniture, reinforcing the operator’s brand identity at every turn.
Innovation is high, but technical barriers often slow things down. How is Tequity helping studios scale faster to bring high-quality games to the Brazilian market?
There is no shortage of brilliant creative ideas in the industry, but there is often a massive technical bottleneck when it comes to global distribution and compliance. For an ambitious studio, the prospect of navigating the specific regulatory requirements of Brazil while trying to build a global presence is daunting.
This is exactly why we launched Tequity Publishing. We want to dismantle those technical barriers. Through our RGSaaS (Remote Game Server as a Service) model, we provide the infrastructure, distribution muscle, and compliance frameworks that allow studios to focus entirely on the creative side. Whether it’s a small studio with a fresh concept or a more established provider looking to plug into our aggregator network, we provide the pathway to the player. By removing the operational friction, we ensure that high-quality, innovative content can hit the market at the speed the industry demands.
The industry is increasingly streamer-driven. How are suppliers ensuring games are stream-ready for the influencers who currently dominate Brazilian social feeds?
Social media is the new storefront in Brazil. The traditional casino lobby is being bypassed in favour of TikTok, Twitch, and Telegram feeds. If a game isn’t visually engaging or doesn’t provide natural clipping moments, it’s missing a massive trick. Successful suppliers are engineering content to be inherently shareable, creating a narrative that is easy for a streamer’s audience to follow. When an influencer shares a high-multiplier win, it creates an organic marketing event that is far more effective than a standard banner ad. It’s about providing the tools for operators to lower their acquisition costs by creating content that players want to emulate and share.
The post Mastering the Brazilian maturity curve appeared first on Americas iGaming & Sports Betting News.
We sit down with Madelein Ozok, Head of Studio at the new Microgaming-powered studio, to learn more about how it’s approaching slot development and why leveraging its highly experienced management team will be key to success.
Red Papaya is a new online slot studio powered by Microgaming. Tell us more about the studio and how you plan to make your mark on the industry.
Red Papaya is a bold and bright studio, powered by Microgaming, with big plans to disrupt the status quo with slots that put players on the edge of their seats spin after spin. How will we ensure we do this? By blending creativity, features and data to create compelling slotting experiences that captivate players in markets around the world. We also have a highly experienced management team in place – it’s made up of award-winning veterans of the slot development space with a proven track record in delivering top-performing, data-driven games that have quickly risen to the top of the charts. When it comes to themes, features and markets, we’ve done it all, and will leverage this experience to ensure Red Papaya creates games that not only meet but exceed player expectations.
You’ve previously said that features will be a big point of differentiation, but in a market flooded with unique mechanics and bonuses mechanisms, how will you stand out?
We aren’t here to reinvent the wheel, rather to take popular, proven mechanics and put our own spin on them. Developing unique mechanics is a high risk strategy that rarely pays off – studios can often indulge in what is actually a passion product for the team, while players are often reluctant to spend time and money learning something new. That said, they do expect studios to keep things interesting, and that’s why we are more about iteration than out and out innovation. Our first run of games includes player favourite features like Hold & Win, Cash Collect and Jackpot, but with a “twist”. Of course, we do have some ideas for unique mechanics and features in the works are taking a very considered approach to developing them for launch so they don’t push players too far out of their comfort zones.
Studios make a lot of noise about their mechanics but is the the only ingredient required for a successful slot game?
For a slot to be a hit, it needs to be the full package. This means it has a great theme, captivating narrative with relatable characters, striking design, big sound, quality animations and, of course, thrilling gameplay delivered through the right combination of mechanics and features. This is why as well as mechanics, Red Papaya is going to set a new standard for the production value of slot games. This will be achieved through cinematic visuals, superior sound design and epic stories that draw players in and put them at the heart of the action.
Take our debut release, Kong’s Jungle Tower, as an example. It’s been designed to deliver an immersive audio and visual experience, including sound cues from Kong which help to amp up the action and then intensify as the features get closer. Kong’s roar builds up and sounds like he’s getting closer while the reels begin to shake and ignite with fiery effects, creating the sense that a big, thunderous win is about to land.
As you say, Kong’s Jungle Tower is Red Papaya’s debut slot. What can players expect when firing up the reels for the first time?
In Kong’s Jungle Tower, players embark on an expedition into uncharted territory where fortunes can be found hidden within a forgotten temple, deep within the jungle. The Cash Collect slot sees players helped on their adventure by several features, including the legendary Jungle Tower which includes 15 Cash Prizes to be won. Then there are Monkey Coins that sweep across the reels, gathering instant treasures and unlocking the mightiest prizes from the summit of the tower. Even when the reels fall silent, Kong’s adventurous spirit electrifies the Tower with Multipliers, charging up Cash Prizes for spectacular wins. But that’s not all. Three Bonus Symbols trigger eight Free Spins – once activated, the reels increase to a 5×5 setup for even more win opportunities. As the Free Spins play out, three Bonus Symbols will award eight additional Free Spins while two Bonus Symbols will grant three more Free Games. As you can see, it’s a feature-rich slot that will get players pounding their chests as the big wins get closer and closer.
For Red Papaya, what does success look like for the rest of the year?
We’re a player-first studio, so success will be players engaging with our growing portfolio of slots and being captivated and entertained by the experience that each has to offer. We know exactly what it takes to develop blockbuster slots, and our first run of titles have the hallmarks of chart-toppers. Of course, you never know how a game will resonate with players, but the early stats coming in from titles like Kong’s Jungle Tower, Nova Blast and Lucky Rainbow Rush suggest we have a hit on our hands. The challenge will be ensuring that our next games on the roadmap, which includes Pirate’s Fight for Fortune, are just as successful but we fully intend for each release to out-perform the game that comes before it.
The post Getting to know Red Papaya appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
“En el mercado regulado de apuestas sentí que estaba intentando nadar en un océano dominado por tiburones. En el mercado de predicciones, estamos ayudando a construir el propio océano.” (C.S)
El mercado de predicciones comienza a ganar espacio en Brasil en un momento de transformación para la industria del gaming y los productos digitales basados en probabilidades.
Aunque todavía es un concepto incipiente en el país, y contradictorio en países vecinos, este modelo, que combina elementos de mercados financieros, tecnología y comportamiento del usuario, ya ha demostrado su potencial en otras regiones al ofrecer estimaciones colectivas sobre eventos futuros.
Sin embargo, su avance ha sido conflictivo en América Latina.
En mercados como Argentina, por ejemplo, está enfrentado restricciones e incluso prohibiciones, en medio de debates regulatorios sobre su naturaleza y su posible similitud con las apuestas tradicionales.
En este contexto, Brasil aparece como un terreno aún en definición, donde la reciente regulación de las apuestas deportivas abre espacio para discutir nuevos formatos digitales basados en probabilidades.
Es en este escenario donde surge la figura de Carlos Santos, CEO y uno de los impulsores de este segmento en el mercado brasileño con el lanzamiento de Previlabel.
Con experiencia previa en el ecosistema de apuestas, Santos decidió dar un paso más allá del modelo tradicional para apostar por la construcción de una nueva categoría en el país: los mercados de predicción.
A través de su visión y su proyecto, el ejecutivo busca no solo introducir este concepto en Brasil, sino también desarrollar la infraestructura tecnológica necesaria para que nuevos operadores y empresas puedan formar parte de este ecosistema emergente.
En esta entrevista, Carlos Santos analiza el potencial del mercado de predicciones en Brasil, los desafíos de su desarrollo y las oportunidades que pueden definir el futuro de este segmento en la región.
¿El mercado de predicciones aún es poco conocido en Brasil. ¿Cómo explicaría este concepto a alguien que nunca ha oído hablar de él?
Los mercados de predicción son plataformas donde las personas negocian probabilidades sobre eventos futuros.
En lugar de simplemente apostar por un resultado, los usuarios compran o venden posiciones basadas en la probabilidad de que algo ocurra.
El precio de estas posiciones termina reflejando lo que el mercado cree que es la probabilidad de ese evento.
Por eso, muchos describen este modelo como una especie de bolsa de valores de probabilidades, donde la información, la opinión y el dinero se combinan para formar una estimación colectiva del futuro.
¿Por qué cree que Brasil puede convertirse en un mercado relevante para plataformas de predicción?
Brasil tiene varios factores que favorecen este tipo de mercado. En primer lugar, es un país altamente conectado digitalmente y con una gran adopción de nuevas tecnologías financieras.
En segundo lugar, existe una cultura muy fuerte en torno a los deportes y a los eventos públicos, lo que genera naturalmente interés por las predicciones.
Además, la reciente regulación de las apuestas deportivas ha abierto espacio para nuevas discusiones sobre productos relacionados con probabilidades y mercados digitales.
El país acaba de regular las apuestas deportivas. ¿Los mercados de predicción son una evolución natural de esto o una industria diferente?
Están relacionados, pero no son exactamente lo mismo.
En las apuestas deportivas tradicionales, las probabilidades son definidas por la casa de apuestas.
En los mercados de predicción, en cambio, son los propios usuarios quienes forman esas probabilidades al negociar posiciones entre sí.
Esto crea una dinámica más cercana a un mercado financiero, donde el precio cambia a medida que surgen nuevas informaciones y las personas ajustan sus expectativas.
¿Cuáles son los principales tipos de eventos que podrían volverse populares en este mercado en Brasil?
El deporte probablemente será el punto de entrada más natural, ya que existe una gran base de usuarios interesados en este tipo de eventos.
Pero con el tiempo, estos mercados pueden expandirse hacia áreas como política, economía, entretenimiento e incluso tecnología.
En otros países ya existen mercados de predicción sobre elecciones, indicadores económicos y grandes eventos globales.
Esto demuestra que el modelo tiene potencial para ir más allá del entretenimiento.
¿Existe el riesgo de que el mercado de predicciones sea confundido con las apuestas tradicionales?
Sí, especialmente al inicio.
Como ambos involucran dinero y probabilidades, es natural que exista cierta confusión. Sin embargo, la diferencia está en la dinámica del mercado.
En las plataformas de predicción, los usuarios pueden negociar probabilidades y reaccionar ante nueva información, lo que hace que el sistema sea más parecido a un mercado financiero que a una apuesta tradicional.
Con el tiempo, a medida que el público entienda mejor el funcionamiento, esta distinción tenderá a ser más clara.
En el exterior, las plataformas de predicción ya existen desde hace tiempo. ¿Qué puede aprender Brasil de estas experiencias?
La principal lección es que estos mercados funcionan mejor cuando hay transparencia, liquidez y reglas claras de operación.
Las experiencias internacionales muestran que, cuando están bien estructurados, los mercados de predicción pueden generar estimaciones bastante precisas sobre eventos futuros. Sin embargo, también ha quedado claro que es fundamental contar con mecanismos de integridad y un entorno regulatorio que acompañe la innovación.
Brasil tiene la ventaja de poder observar estos ejemplos y adaptar las mejores prácticas a su propio contexto.
¿Qué le hizo mirar hacia los mercados de predicción en lugar de continuar únicamente en el mercado tradicional de apuestas?
Durante el último SBC en Lisboa tuve un momento muy claro de reflexión sobre el mercado. Me di cuenta de que estaba intentando competir en un entorno extremadamente difícil para empresas nuevas: enfrentar directamente a gigantes ya consolidados en el sector de apuestas.
El mercado regulado de apuestas en Brasil es altamente competitivo y está dominado por empresas con gran capital. Es como intentar nadar junto a tiburones en un océano que ya les pertenece.
Fue entonces cuando entendí que tal vez la oportunidad no era competir en ese mercado de la forma tradicional, sino participar en la construcción de una nueva categoría dentro del sector. El mercado de predicciones aún está en sus inicios en Brasil, lo que abre espacio para la innovación, la tecnología y el liderazgo.
Percibí que podía aprovechar toda la experiencia adquirida en el sector de apuestas para ayudar a estructurar este nuevo momento del mercado en el país.
¿Cuál fue el momento en que decidió convertir esto en un negocio?
Cuando regresé a Brasil después del SBC Lisboa, mi visión de negocio cambió completamente.
Comencé a estudiar más profundamente el mercado de predicciones y entendí que no era solo una tendencia global, sino también una oportunidad real para construir infraestructura en este sector en Brasil.
A partir de esta visión, iniciamos una asociación con Brasil Bitcoin, aprovechando toda su experiencia en Web3 e infraestructura digital para desarrollar esta tecnología.
La idea fue combinar esa experiencia en blockchain con nuestra visión de producto y mercado, creando una base tecnológica capaz de aportar más competitividad e innovación a este nuevo segmento.
¿Cuáles fueron los mayores desafíos al comenzar en este sector?
El principal desafío fue construir la tecnología.
Los mercados de predicción requieren una infraestructura muy específica, que incluye sistemas de negociación de probabilidades, liquidez, gestión de eventos y mecanismos de integridad.
Como este mercado aún es muy nuevo en Brasil, prácticamente no existían soluciones listas adaptadas a la realidad local. Esto exigió un gran esfuerzo de desarrollo para crear una tecnología sólida capaz de sostener el crecimiento de este ecosistema.
¿El público brasileño está preparado para entender y utilizar los mercados de predicción?
Creo que sí. El brasileño ya ha demostrado una gran capacidad de adaptación a nuevos productos digitales.
Basta observar el crecimiento de las apuestas deportivas, las criptomonedas y las plataformas financieras en los últimos años.
Cuando el modelo se explica bien y la experiencia es simple, la adopción tiende a ocurrir rápidamente.
¿Qué hace exactamente Previlabel dentro de este mercado?
Previlabel es una empresa de tecnología enfocada en infraestructura para mercados de predicción.
Desarrollamos la tecnología que permite a emprendedores crear sus propias plataformas de predicción y construir negocios dentro de este nuevo segmento que está comenzando a surgir en Brasil.
Nuestro objetivo es facilitar la entrada de nuevos operadores en este mercado.
Ustedes no operan solo una plataforma — venden tecnología para quienes quieren crear la suya. ¿Cómo funciona este modelo?
Exactamente.
Previlabel funciona como un proveedor de tecnología para este mercado. En lugar de operar una única plataforma, desarrollamos la infraestructura que los operadores pueden utilizar para lanzar sus propias marcas dentro del mercado de predicciones.
Esto permite que emprendedores y empresas ingresen en este sector de forma mucho más rápida, sin necesidad de desarrollar toda la tecnología desde cero.
¿Cree que veremos muchas plataformas de predicción surgir en Brasil en los próximos años?
Creo que esto ocurrirá muy rápidamente. En los próximos meses ya deberíamos ver varias plataformas emergiendo en Brasil.
Históricamente, el país siempre ha atraído nuevos modelos de negocio digitales debido al tamaño del mercado y al alto nivel de adopción tecnológica.
Cuando surge un nuevo segmento prometedor, Brasil suele convertirse en uno de los principales mercados de experimentación.
¿Existe una especie de “carrera” para crear el primer gran mercado de predicción brasileño?
Sí, esto es algo natural en cualquier industria naciente.
Cuando un nuevo mercado comienza a formarse, siempre existe una competencia inicial entre empresas para ver quién logra posicionarse primero y convertirse en referencia.
Probablemente estamos en el inicio de este proceso en Brasil, y quien consiga construir una tecnología sólida, ganar la confianza del público y escalar primero tendrá una ventaja muy importante.
The post Los mercados de predicción ganan terreno en Brasil con la entrada de Previlabel appeared first on Americas iGaming & Sports Betting News.
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