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Exclusive Q&A with Si Crowhurst, VP Vungle Creative Labs

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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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AI Meets Accountability: DSTGAMING on the Future of Regulatory Automation

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As the Lanyard Sponsor of HIPTHER Baltics: Vilnius 2026, DSTGAMING brings more than a decade of iGaming technology expertise to the Baltic stage. Known for white-label and turnkey casino solutions, advanced game aggregation, secure payment gateways, and GLI-19 compliant platforms certified by BMM Testlabs, DSTGAMING represents the next generation of scalable and regulation-ready gaming infrastructure.

Ahead of the conference, we speak with John Tan, Digital Marketing Analyst at DSTGAMING, about one of the most important topics shaping regulated industries today: The role of AI and automation in regulatory processes.

 

Regulation is becoming faster, stricter, and more data-heavy. Where do you see AI making the biggest immediate impact in regulatory and compliance workflows?

AI is already proving valuable in areas where large volumes of operational data must be processed quickly and accurately. One of the most immediate impacts is in automated data validation, reporting preparation, and anomaly detection. Regulatory workflows often involve reviewing player activity logs, financial transactions, and system records, which can be time-consuming when handled manually.

For platform providers like DSTGAMING, AI can assist operators by flagging irregular patterns, organizing compliance-related records, and improving the speed and consistency of reporting processes. This reduces the burden on compliance teams while helping ensure that submissions to regulators are more accurate and timely. The ability to turn raw operational data into structured insights is where AI delivers strong short-term value.

 

Many businesses still view compliance as reactive and manual. How can automation transform it into a smarter, proactive function?

Automation shifts compliance from a task-driven activity into a continuous monitoring function. Instead of waiting for scheduled checks or audits, automated systems can monitor key indicators in real time and notify operators when thresholds are exceeded or unusual activity is detected.

This proactive approach allows operators to address potential risks before they escalate into compliance issues. Over time, automation also creates consistent records and audit trails, making regulatory reporting more structured and transparent. From a platform perspective, embedding automation into workflows ensures that compliance checks become part of daily operations rather than a separate responsibility handled only during audits or investigations.

 

From AML monitoring to player protection and fraud detection, which regulatory areas are best suited for AI-driven decision support today?

Fraud detection and transaction monitoring are among the most mature use cases for AI-driven support, as they rely heavily on identifying patterns across large datasets. AI models are particularly effective at detecting irregular transaction behaviors, unusual login patterns, or activity sequences that differ from typical user behavior.

Player protection is another area where AI can add value by identifying behavioral signals that may indicate risk, such as sudden changes in activity intensity or spending patterns. While AML monitoring also benefits from AI, the most practical applications today involve supporting human analysts by highlighting suspicious cases rather than replacing manual decision-making entirely. The strength of AI lies in prioritizing risk signals so compliance teams can focus their attention where it matters most.

 

How can operators balance efficiency through automation while still maintaining human oversight, judgment, and accountability?

Automation should be viewed as a decision-support layer rather than a decision-maker. The most effective balance is achieved when automated systems handle repetitive tasks—such as monitoring, logging, and flagging—while human teams retain authority over final decisions and interpretations.

Clear governance frameworks are also essential. Operators should establish defined escalation paths, validation checkpoints, and audit procedures to ensure that automated outputs are reviewed when necessary. This hybrid approach preserves accountability while still benefiting from improved speed and efficiency. Human judgment remains critical, particularly in complex cases that require contextual understanding or regulatory interpretation.

 

What are the biggest mistakes companies make when trying to introduce AI into regulated environments?

One of the most common mistakes is adopting AI without clearly defining its role within regulatory workflows. Without structured objectives and validation processes, organizations risk creating systems that generate outputs without meaningful oversight or traceability.

Another challenge is underestimating the importance of data quality. AI systems depend heavily on reliable, well-organized datasets, and inconsistent data can lead to inaccurate outputs. Companies also sometimes move too quickly without aligning AI deployment with regulatory expectations, which can create compliance risks instead of reducing them. Introducing AI gradually, with clear documentation and validation processes, helps ensure responsible adoption.

 

As a technology provider, how does DSTGAMING approach building solutions that are both innovative and regulator-ready from day one?

DSTGAMING prioritizes architecture that supports transparency, scalability, and operational clarity. From the early stages of development, systems are designed to maintain structured logs, clear data flows, and configurable reporting capabilities that help operators meet regulatory expectations across different jurisdictions.

Innovation is approached with practicality in mind. New technologies, including AI-driven features, are integrated in ways that enhance performance and usability without compromising system reliability. The focus is on delivering tools that support operators in maintaining operational discipline, while also enabling flexibility to adapt to evolving regulatory standards.

By aligning technical development with industry compliance requirements from the outset, DSTGAMING ensures that innovation and regulatory readiness progress together rather than in conflict.

The post AI Meets Accountability: DSTGAMING on the Future of Regulatory Automation appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Expanding on excellence: The power of sequels

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Relax Gaming CEO Martin Stålros explores the growing power of slot sequels, revealing how data, player feedback and innovation are driving franchise success in today’s gaming landscape.

Relax has built a reputation for turning strong titles into even stronger sequels. What signals tell you a game has the potential to evolve into a franchise rather than remain a one-off success?

The main signal is the engagement response from both players and operators. Within the first couple of weeks following a launch, we get a clear indication of whether a game has long-term potential, as there needs to be strong demand for a sequel to even be considered.

From there, our in-house studios analyse behavioural patterns to understand what resonates with players, identifying how a game can be further developed while aligning with both player preferences and operator requirements.

We typically see franchise potential when player retention is driven by the core gameplay loop and the excitement of “near-miss” moments, rather than simply high RTP or jackpot size. Increasingly, the response from the streaming community also plays a role, with titles that deliver high volatility, watchable moments tending to sustain interest over time.

Mechanical versatility is another key factor, and we look for frameworks where the underlying math model is robust enough to support feature layering. If a mechanic can be expanded or refined without breaking the game’s logic, it becomes a strong candidate for a sequel.

Alongside this, distinct character and theme identity are crucial. Memorable protagonists, such as the Money Train crew or the duo in Bill & Coin, help build an emotional connection with players. For example, in Bill & Coin 2, we introduced Dicey and The Mummy to extend the narrative and integrate them into gameplay.

Looking at Relax’s most successful titles like Bill & Coin 2 and the Money Train series, how do you approach evolving mechanics and features without losing the simplicity and appeal that made the original resonate with players?

Our approach is to retain a familiar base game while introducing one major new layer or hero mechanic. This allows us to deliver an exciting experience that still feels natural and recognisable to players.

As mechanics become more complex, such as the addition of more symbols in Money Train 4, we rely on intuitive visual cues. We use distinct animations and sound design to ensure that players clearly understand why they have won, even if the underlying math behind it is more sophisticated.

At the same time, we focus on retaining the soul of a title and preserving what we consider the non-negotiables, which are the specific features that players loved in the original. These elements remain the anchor of the experience, even as we expand volatility or increase maximum win potential, maintaining that balance is key to evolving a game without losing the original appeal.

The Money Train series is often cited as a benchmark for sequel success. How important has player and operator feedback been in shaping each iteration of the franchise?

Operator feedback is crucial when it comes to technical and UI refinements, while player feedback directly influences feature frequency and volatility curves, and together these insights play an important role in shaping how each instalment evolves and improves on the last.

Building on this, each Money Train sequel has been developed using the data from its predecessor; for instance, the introduction of persistent symbols was a direct response to player desire for high-anticipation, long-tail bonus rounds. This allows us to refine the experience while continuing to build on what players already enjoy.

As a result, the Money Train series has become part of the Relax DNA, with each instalment somehow managing to take the game even further. Everyone has their favourite Money Train slot, and that is a testament to all of the teams involved in creating such a powerful series over a number of years.

With recognisable IP now proving so effective, how do you balance investing in established franchises versus taking risks on entirely new concepts?

Established franchises act as an anchor for stability and performance within our roadmap, which is carefully planned, and this foundation allows us to invest in new concepts and bring fresh ideas to market.

We believe taking risks on new titles is essential, as this is how future franchises are discovered. Without backing original concepts like Bill & Coin, we would not be able to create the “new classics” of tomorrow.

From a resource perspective, this balance is reflected in how we operate, with our core internal studios focus on developing flagship sequels, while our Silver Bullet and Powered By partners are empowered to explore more niche or experimental gameplay. This ensures we can continue to innovate while building on proven successes.

Looking ahead, do you think the industry is moving toward a more franchise-driven approach?

We are seeing a clear trend shifting from simple sequels to broader ecosystems, where a franchise can span multiple verticals, including slots, crash games, and even brand-integrated jackpot systems like Dream Drop. This reflects a move towards more connected, long-term player experiences, where a title can evolve beyond a single release into something more expansive.

Franchises will continue to play a dominant role, but the breakout hit will always come from a new concept, with the future belonging to those who can build a franchise around genuine innovation rather than simply reskinning existing ideas.

The post Expanding on excellence: The power of sequels appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Movers and Shakers – The differentiation strategy: BETER’s approach to navigating an ever-changing betting landscape

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“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.

 

Chuck Robinson, Chief Revenue Officer at BETER

The US market is often criticised for being heavy or slow-moving due to its complex regulatory layers. From your perspective as a CRO, how is BETER’s agile product approach specifically designed to complement traditional sports as well as fill the gaps that traditional sportsbook providers have left open in this region?

The US market is not slow; it is structured. The challenge is that much of the industry is still trying to apply global thinking to a highly localised environment. Traditional sportsbooks are built around peaks, major leagues, and big events, but bettor behaviour no longer follows that pattern. Engagement does not stop when the schedule does.

That is the gap we focus on. Our 24/7 fast-paced esports and sports content is designed to complement traditional sports, not compete with them. We provide continuous, short-format opportunities that keep users engaged between and beyond major events. This is particularly relevant in the US, where basketball, for instance, is one of the most consumed and bet-on sports, making eBasketball fast-paced content a highly intuitive and complementary product that naturally aligns with existing bettor preferences and viewing habits.

Unlike seasonal offline sports, our content directly serves the needs of “always-on” next-generation users. It is less about adding more content and more about creating continuity. In a market as competitive as the US, that is where real value lies.

Innovation often means speed, but in betting, speed without integrity is a liability. How do you lead a team to innovate on live data products, such as fast-paced esports and sports, without compromising the strict integrity standards that US operators demand?

There is a tendency to treat speed and integrity as trade-offs. In reality, if you build properly, they go hand in hand. The issue is not speed—it is control. If you do not control the environment, speed introduces risk. If you do, it becomes a strength.

At BETER, integrity is built into the product from the outset. We operate in controlled environments, with a dedicated Integrity team overseeing monitoring on a 24/7 basis for all our distributed content. This is how we maintain a benchmark where only around 0.02% of matches have been flagged as suspicious over the last 12 months.

More importantly, it gives operators confidence. In markets like the US, where scrutiny is both high and crucial, that confidence is just as important as the product itself.

What is the one thing about the US bettor’s appetite that the rest of the industry is currently misjudging, and how is BETER positioning its roadmap to capitalise on that oversight?

The industry still tends to over-index on big events as the primary driver of engagement. However, bettors, especially younger audiences, are increasingly looking for immediacy. They want faster outcomes, more frequent opportunities, and the ability to engage on their own terms. That shift is already happening, but not everyone is building for it.

Our focus has been on scale and accessibility. We deliver over 700,000 fast-paced esports and sports events through our exclusive content portfolio, featuring ESportsBattle, Setka Cup table tennis, and the BSKT Cup. This ensures that operators are not limited by the traditional sports calendar.

At the same time, relevance matters. We are looking to develop fast-paced eLeague disciplines that mirror American football, basketball, and baseball, because it is not just about localisation; it is about meeting users where they are with content they instinctively understand.

With global events like the FIFA World Cup on the horizon, products like ESportsBattle’s eFootball enable operators to build engagement before the first whistle and sustain it long after. The numbers speak for themselves: during EURO 2024, we saw unique eFootball bettor counts rise by 41% and overall turnover increase by 28%, with the number of unique bets up by up to 35% across operators’ platforms offering eFootball.

The real opportunity is not just in the event—it is in everything around it.

Expanding into the US is not just a sales challenge; it is also a cultural and strategic one. What has been the most significant pivot you have had to make in BETER’s global strategy to ensure it resonates with the specific nuances of the American betting ecosystem?

The biggest shift has been moving away from a one-size-fits-all approach. In the US, there is no single market; there are multiple markets operating under different regulatory frameworks, each with its own expectations.

That requires a level of flexibility that many global strategies are not built for. We have invested heavily in adaptability, both in how we approach compliance and how we structure our product delivery, so we can meet these requirements without slowing down. This is where strong legal and compliance expertise becomes critical, and we are fortunate to have a dedicated in-house legal team that plays a crucial role in navigating regulatory complexity and ensuring we remain aligned with evolving state-by-state requirements.

At the same time, expectations around integrity are significantly higher. This has pushed us to further invest in integrity measures, including comprehensive education programmes and the implementation of AI-driven tools.

Just as important is mindset. Operators in the US are looking for long-term partners who understand the ecosystem, not just suppliers. That has shaped how we approach relationships in the region and has been a key driver of our growth.

Looking at the movers and shakers of the next 18 months, where do you see the next major disruption coming from? Is it in the technology itself, or in the way providers and operators collaborate to protect the end-user experience?

The next phase of disruption will not be driven by a single piece of technology; it will come from a shift in expectations.

Operators are becoming more selective. It is no longer enough to provide content; you need to deliver consistency, trust, and long-term value. This is driving closer collaboration between providers and operators, particularly around integrity, data transparency, and end-user protection. These areas are quickly becoming differentiators, not just requirements. At the same time, the regulatory landscape is also expanding, including increased scrutiny around emerging wagering formats such as prediction markets, which will require even greater precision in compliance and market structuring.

Integrity will remain central, but the bar is being raised further. We expect greater scrutiny around esports and sports tournaments, particularly in relation to their governance structures and affiliations with nationally recognised sports federations. These partnerships and validations will increasingly serve as an additional layer of confidence for both operators and regulators, reinforcing trust in the legitimacy of competitive formats.

Alongside this, fast-paced content will continue to evolve, becoming more personalised, more localised, and more deeply integrated into the overall betting experience.

The companies that stand out over the next 18 months will be those that recognise that engagement alone is not enough. It must be sustainable and built on trust.

The post Movers and Shakers – The differentiation strategy: BETER’s approach to navigating an ever-changing betting landscape appeared first on Americas iGaming & Sports Betting News.

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