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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Conferences in Europe
Strategies that Scale: Evoplay’s Alex Malchenko on Cracking the Code of Localised iGaming Success
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Alex Malchenko, Head of Sales at Evoplay, joins us for an exclusive conversation ahead of HIPTHER’s European Gaming Congress 2025.
Evoplay, proud Pen & Paper Sponsor of this landmark event, continues to pave the way in iGaming with pioneering content, creative game design, and strategic market expansion.
With over a decade of B2B sales experience, Alex has played a lead role in entering regulated territories, forging new Bingo and Lottery partnerships, and launching fresh business directions – making him the ideal voice to explore insights around localising content for different markets: challenges, nuances, and successful strategies.
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Alex, with your background scaling new markets and products, what challenges have you encountered with content localisation in the iGaming space?
When we enter or grow in a new market, we look at its own specifics. In some markets, the main challenge is regulation, whether it’s strict certification rules, requirements on game content and promotions, RTP levels, or even small details like how session time is displayed. That’s why we take time to understand the rules, the culture, and what local players actually want.
One good example is our instant game Penalty Shoot-Out: Street, which we created for Brazil and its strong football culture. The challenges there were both technical and regulatory, since Latin American markets often have very different rules. In some countries, just certifying the game isn’t enough — additional RGS and RNG certificates and official confirmations are also required.
On top of that, we had to make sure the gameplay matched what players expected. With Penalty Shoot-Out: Street, we achieved this by combining fast bets, quick results, a familiar theme and the thrill of every goal, and it worked.
Another case is our Hot Triple Sevens, a worldwide-popular slot, which we’ve refreshed with new mechanics like Hold & Win. Then we re-skinned the game to suit different audiences — for example, American Sevens and Fogo do Brasil 777 — to make them resonate more with local styles and tastes.
When games are built with the right themes and mechanics for a specific market, they feel more engaging and relevant to players, which can significantly boost their appeal. That’s why localisation is something we put thought into every time, learning from experience, working with partners, testing locally and improving as we go.
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When it comes to Evoplay approaching localisation for a new market, what are the first strategic frameworks or priorities you put in place?
In short: regulation, communication with partners, and understanding players. When entering a new market, we carefully study all aspects, analyse the situation, and build a strategy. This includes legal, commercial, marketing and financial components, among others. Of course, for a complete picture, we also look at competitors’ experience, talk extensively with local participants, and study players — sometimes launching special campaigns independently, sometimes in collaboration with partners.
In this regard, Evoplay has made significant progress this year, reaching a new level. To support this approach, we also run campaigns that help us better understand players and their preferences. For example, the Oath of Steel campaign with SlotsCalendar, featuring a shared prize pool, invited players to take part and share their feedback, which we looked at thoughtfully. Similarly, we worked on a joint game with SlotCatalog, drawing on insights from their player preference analytics. Initiatives like this give us a better sense of what players enjoy and help us shape our games for different audiences, supporting our broader approach when entering or growing in new markets.
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Could you share an example where you had to adapt a game significantly – theme, mechanics, or language – to resonate with local players? What were the specific market nuances you had to tune into?
In our business, every game must meet regulatory requirements, and it’s normal that adapting a game for a specific market requires some extra adjustments. A good example of this is the lottery vertical, which is quite different from standard iGaming. In our business, every game must meet regulatory requirements, and it’s normal that adapting a game for a specific market requires some extra adjustments. A good example of this is the lottery vertical, which is quite different from iGaming. Here, we need to follow particular rules regarding content and promotions, along with other market-specific restrictions.
Other bright examples of our games adapted to local markets include mythology-inspired hits like Temple of Thunder II Bonus Buy and Roman Rule, as well as the previously mentioned American Sevens and Penalty Shoot-Out: Street. These games work well because everything comes together — the theme clicks with players, the visuals fit the concept, and the mechanics are engaging. I’d also highlight the simplicity of the games and their user-friendly UX/UI, which players appreciate no matter the region.
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Operating in regulated markets obviously adds complexity. How do you strike the balance between compliance (e.g., legal, cultural mandates) and maintaining the brand’s creative integrity during localisation?
In situations like this, branded games are a good approach. Creating them involves working closely with partners, discussing details such as logos and technical settings like RTP or bet ranges.
At the same time, we like to experiment with small creative touches to see what really clicks with players. A good example is The Easter Catch slot, an updated version of our worldwide popular The Greatest Catch, especially designed for the Easter holidays. Taking this approach keeps the game flexible, meets legal and cultural requirements, and still feels like our brand. Tailoring it for the partner and their audience also makes the game more engaging and usually leads to better performance.
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You’ve been instrumental in forging Bingo and Lottery partnerships. How does localisation differ when tailoring for those verticals versus standard casino-style titles?
First of all, I want to emphasise that Bingo and Lottery are quite different from standard iGaming. These are established verticals with their own history, unique communities, and regulatory features. The lottery market is also largely monopolised and moves at a slower pace compared to the fast-moving world of iGaming.
Some online lotteries, while offering more dynamic and engaging experiences than paper versions or traditional online formats, are subject to many restrictions. For example, design themes common in slots are often prohibited, RTP requirements differ, and other regulatory rules apply.
When it comes to trends in this area, the World Lottery Association sets the pace, and other lotteries tend to follow their lead.
Evoplay entered this sector to bring a fresh, innovative perspective, showing how classic games can be reimagined for a new generation of players and enthusiasts seeking new experiences. The projects we’re currently developing here hold great promise and add a fresh spark to this traditional space.
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Thank you, Alex, for walking us through Evoplay’s thoughtful approach to content localisation and the art of balancing strategy with respect for local flavor. We can’t wait to hear more from you and other industry leaders live at the European Gaming Congress 2025.
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Join us at the European Gaming Congress 2025 | 30–31 October | Warsaw
The post Strategies that Scale: Evoplay’s Alex Malchenko on Cracking the Code of Localised iGaming Success appeared first on European Gaming Industry News.
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You’re the Founder and CTO of AmaraTech—what inspired you to start the company, and how has your journey shaped where you are today?
Our Story: Technology Innovation Born from Purpose:
AmaraTech IT Solutions, founded in 2020 in the Washington, DC metro area and expanding strategically into Africa, dedicated to transforming communities through technology. Our journey began with a profound experience in Liberia, a country riddled by 14 years of brutal civil war, witnessed the limitations on human potential and economic growth due to inadequate technology infrastructure. This experience sparked a deep commitment to making advanced technology accessible for all, enabling organizations to flourish amid challenges. We truly believe in technology’s amazing ability to empower and transform communities everywhere.
Intro Link: https://www.youtube.com/watch?v=wstteIwaSKk
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What’s one big lesson you’ve learned as a founder that you wish you knew earlier?
Learning to say no as a founder is one of the most critical yet counterintuitive skills for startup success. The natural instinct is to say yes to every opportunity, partnership, feature request, and meetings, but this creates resource dilution, product confusion, and team fatigue that ultimately kills focus and progress. Startups with limited time, money, and energy must recognize that every “yes” is an implicit “no” to something else, and that niche dominance beats broad mediocrity. The cost of learning this lesson late includes providing so many products that confuse users, burning resources on low-impact initiatives, and missing opportunities in core focus areas. Successful founders develop “hell yes” criteria, create decision frameworks, practice graceful declines, and conduct regular priority audits to maintain laser focus. The paradox is powerful: saying no to more opportunities allows you to say a much bigger yes to what truly matters, creating clearer product vision, stronger team alignment, better resource utilization, and ultimately more fundable and successful business.
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In your view, what makes great managed services today—and how do you bring that to life in the work you do?
At AmaraTech, we believe great managed services today go far beyond traditional IT support—they require proactive, AI-driven cybersecurity intelligence tool that prevents threats before they impact business operations. We deliver this through our integrated ecosystem approach, where cutting-edge threat detection, cloud infrastructure, and business applications work seamlessly together under 24/7 SOC monitoring. What sets AmaraTech apart is our commitment to being true strategic partners: we develop deep industry expertise to understand each client’s unique compliance requirements and operational challenges, then translate our technical capabilities into measurable business outcomes like revenue protection and competitive advantage.
Through transparent reporting, continuous innovation with leading cybersecurity vendors, and flexible engagement models that scale with growth, we don’t just manage technology—we architect security-first solutions that drive business success. When you partner with AmaraTech, you’re not getting a vendor; you’re gaining a cybersecurity-focused technology advisor dedicated to keeping your business protected, compliant, and positioned for innovation in an increasingly complex threat landscape. My passion for helping organizations embrace progressive technology drives successful business transformation and seamless technology integration, positioning our company as a leader in next-generation cybersecurity solutions.
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Do you see any gaps in the tech industry that you think more companies should be addressing?
The cybersecurity industry urgently needs to develop AI-native security frameworks that can match the speed and sophistication of AI-powered attacks, which are scaling exponentially while traditional defenses remain linear. Current cybersecurity frameworks are built on reactive, signature-based models that cannot adapt fast enough to counter AI-generated attack variations, creating dangerous gaps in real-time threat response.
The industry must prioritize developing adaptive security architectures that integrate human expertise with AI-driven defense systems, democratize advanced security tools for organizations of all sizes, and establish rapid threat intelligence sharing networks that operate at machine speed. At AmaraTech, we’re addressing these framework gaps by building AI-enhanced security operations that evolve with threat patterns, making enterprise-grade adaptive defenses accessible through managed services, and creating collaborative intelligence systems that amplify human analyst capabilities rather than replacing them. The critical challenge is shifting from traditional periodic security updates to continuous, proactive AI-native frameworks that can defend against tomorrow’s threats today—because the window for reactive cybersecurity approaches is rapidly closing in an AI-accelerated threat landscape.
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How do you keep up with the fast-changing tech landscape—especially when it comes to things like cybersecurity, compliance, or AI?
As cybersecurity threats evolve at unprecedented speed with AI-powered attacks and constantly shifting compliance requirements, AmaraTech maintains its competitive edge through a comprehensive intelligence ecosystem that combines strategic vendor partnerships, real-time threat monitoring through our Security Operations, and active participation in threat intelligence sharing communities. Our team maintains cutting-edge certifications while operating hands-on testing labs for emerging AI security technologies, ensuring we can rapidly assess, deploy, and scale new defensive measures across our client portfolio within hours of threat emergence. This systematic approach to continuous learning—from regulatory compliance partnerships to client-driven insights and internal knowledge sharing—positions us as a proactive cybersecurity advisor who anticipates and prepares for threats before they impact business operations. While many MSPs react to security incidents, our commitment to staying ahead of the threat landscape through multi-layered intelligence gathering and rapid adaptation capabilities ensures our clients receive protection against both current attacks and tomorrow’s emerging cyber challenges, making cybersecurity readiness a competitive advantage rather than a reactive necessity. It enables organizations to thrive in our increasingly connected, threat-aware digital landscape by fostering inclusive partnerships that bridge technology gaps and accelerate innovation adoption across diverse business sectors.
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What’s coming up next for you and AmaraTech—any big plans, goals, or ideas you’re excited to roll out?
I’m currently leading the development of a groundbreaking AI-powered cybersecurity platform designed to revolutionize security management for businesses and organizations through advanced technology integration and intelligent automation. This comprehensive solution leverages custom AI models built on cutting-edge large language models to enhance user interaction and automate complex security workflows, delivering protection through a dual-module architecture. The platform combines systematic Vulnerability Management—featuring automated assessment, structured remediation workflows, and continuous monitoring capabilities—with advanced Threat Intelligence that generates operation-specific insights tailored to each organization’s unique risk profile, industry sector, and business context. By delivering actionable threat intelligence for informed risk assessment and strategic remediation planning, this innovation empowers organizations to systematically identify, prioritize, and address security risks while maintaining regulatory compliance, ultimately improving overall security posture and delivering personalized cybersecurity experiences that create measurable business value across diverse client platforms.
The post HIPTHER Community Voices: Alieu Kamara – Founder and CTO of AmaraTech appeared first on European Gaming Industry News.
It’s not just black and white label
Yoni Sidi, CEO at Wiztech, says white labels are all about striking the balance between pros and cons, but for some, it’s impossible to achieve and that’s why it’s important to consider other options.
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For most operators, a white label solution seems to offer the best route to market. But is that actually the case?
I’ve been working in the industry for more than two decades now, and over that time, I’ve worked on both sides of the fence – so on the white label operator side and on the white label provider side. This gives me a deep understanding of the pros and cons of white label solutions, and this understanding ultimately led me to launch Wiztech. To answer your question more directly, white labels are always about striking the balance between the pros and cons they present – for some operators, a balance can be found, but for others, it can’t. Ultimately, it comes down to knowing what you want from your platform or technology stack, and whether a white label can meet those requirements with the budget and resources you have available to you.
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So, what are the pros and cons of a white label platform?
There are plenty of upsides to white labels, and that’s why they’re used by so many operators. The main advantages are speed to market and cost effectiveness – you can literally go from first discussions to your online casino being live in a matter of weeks. The upfront fees are relatively small, and, in most cases, you pay a revenue share back to the platform provider. This can tighten margins a little, but it means you don’t have to have a large capital reserve to get going. Another benefit is that you can take on as much or as little of the operation as you like – for some, they will let the platform provider take care of the operational aspect while they focus solely on marketing and customer acquisition. Other upsides include licensing, with the white label partner securing and being responsible for the licences they hold.
Drawbacks. The biggest for me is the lack of differentiation you get with a white label. The many brands that run on the platform often look very much the same, just with different logos and branding. After a few months of operating your online casino, you’ll likely notice friction points that you’ll want to address, but the rigid nature of white-label platforms means it’s incredibly difficult to smooth out even the smallest of bumps in the road. It’s also incredibly difficult to roll out unique features and functionality as the development team is usually working through a backlog of requests – most of which are for the friction bumps that need ironing out. Factor in the frequent regulatory changes that happen, and the need for the development team to respond to them, and it’s easy to see how hard it can be to improve the experience being offered to players.
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How can operators strike a balance between the pros and cons of white labels?
It comes down to understanding the capabilities of the platform provider and whether they offer customisation and localisation. If they don’t, the operator needs to determine if this is a price they’re willing to pay in exchange for the speed to market and cost effectiveness that white labels provide. Of course, some white label providers do offer support and are happy to help when it comes to developing and deploying bespoke features and functionality. But in my experience, most don’t have the capacity for this, even if they say they do. For me, the balance is found by accepting the limitations of white labels and working within the (often pretty rigid framework) they provide. There are plenty of examples of operators that have done this and have gone on to run very successful brands in highly competitive markets.
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Is there an alternative to white labels?
The most obvious alternative is to develop a proprietary technology stack, but this approach comes with just as many, if not more, pitfalls. Building a platform from the ground up is incredibly expensive and tremendously risky, and this is why so few operators outside of the industry power players have been able to pull it off. And even those that do often encounter issues such as ongoing maintenance, tech debt, staffing and compliance. But there is a middle ground between white label and proprietary, and it can be found with smaller platform providers whose technologies offer the agility, flexibility and adaptability required for operators to launch highly customised, almost bespoke, online casinos and sportsbooks.
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How does Wiztech fit into the platform mix, and how do you support your partners in achieving their goals in often highly competitive markets?
At Wiztech, we champion modular tech and the likes of AI and automation. By embracing these, we have been able to build powerful yet highly customisable casino and sportsbook solutions that are also fully compliant in tightly regulated markets. In our experience, being able to quickly respond to regulatory changes provides a competitive advantage to our customers. In Mexico, for example, our client Winpot has been able to deliver a unique player experience while always ensuring compliance. And this is against a backdrop where regulatory changes often come with very little notice. Our technology can adapt quickly while Winpot continues to capitalise on the growing demand for entertaining online casino products and experiences.
But just as important as our technology is our approach to our partners. This sees us undertake a comprehensive onboarding process where we spend a lot of time understanding the client’s “why” before we map out the “what” and the “how”. This has proved to be incredibly effective and ensures that our clients can get the most out of the flexibility of our platform and the high levels of customisation and personalisation it provides.
The post The White Label Dilemma: Finding the Right Balance for Your iGaming Business appeared first on Gaming and Gambling Industry in the Americas.
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