Interviews
Exclusive CEE interview with Evoplay Entertainment
With the CEE region no doubt set to be one of Europe’s biggest growth stories this year, we caught up with Evoplay Entertainment’s CBDO, Vladimir Malakchi, to talk through the region’s demographics, opportunities and hottest markets through 2021 and beyond.
The CEE region has become an increasingly important factor for growth on the continent, which markets do you see being the main drivers?
It’s all about the big-hitters that have an established framework in place, whether that be Bulgaria, Romania, Lithuania, Croatia or any of the other regulated markets. What we’ve seen in the last few years has been exponential in terms of growth, and that’s undoubtedly a good thing. Solid, concise frameworks that allow a safe and level playing field for both player and operator has created a wide berth of entry for multiple international brands across the region. Given the windfall on revenue for governments, rather than seeing GGR go offshore, will undoubtedly prove to be a good thing for local economies, and has already proven to be a significant contributor to national budgets.
In hand with that development comes a surge in the quality of gaming available – as well as a more advanced menu of entertainment experiences – whether that be table games, instant games or slots. I’m fully confident that the advantages of a safe, regulated market will continue to be felt by countries that have established a steady GGR growth rate and a favourable environment for doing business.
In general, how would you define the typical CEE player’s profile towards slots, instant and table games? What kind of entertainment are players looking for?
The typical CEE player mainly shares characteristics with those you’d find elsewhere in Europe. Having said that, the transition to online has indeed come later than in the West, so it is inevitable that we see games that have a lot in common with the land-base sector to appeal to players. We’re also seeing plenty of interest in instant games (especially when it comes to our stable of titles), which I believe to be a massive growth area. Why? The clue’s in the name – they give players a chance to enjoy instant entertainment, lighting-fast game rounds and a quickfire result.
Are there any particular territories that stand out for you as having a unique player demographic?
While we’re certainly not a brand that believes in a ‘one size fits all’ approach when it comes to global delivery, from personal experience I can say that the extent that one sees unique player demographics vary from country to country is relatively minimal. A greater factor that shapes delivery of product, and in effect defining the demographics of the players you deliver to in each market – is the infrastructure and accessibility. For example, with rural or highland areas, slower internet speeds are inevitable and therefore require more adaptable content that can either be leveraged via game engines to enhance the download speed, or alternatively through the application of light technical requirements for the game itself.
Having said that, CEE is digitising at an impressively fast pace. Heavy investment in high-speed broadband coverage can be observed throughout Europe, with 86% of the Czech Republic’s rural locations now connected to the internet, for instance, while Romania (as I’m sure any citizen there will be fast to tell you), has one of the fastest internet speeds in the world!
How should operators in the region be looking to tailor / customise their content to further drive retention and engagement?
There’s really no substitute for analysing the market in depth. That means closely studying the preferences of local players and the state-of-play for any potential competitors. Operators who get that process right can adapt their offering accordingly, thus driving revenue in the long-term.
We know that while session durations are relatively consistent across Europe, the average stake value is not. This is especially the case in the CEE region, where arguably the economic fallout from COVID-19 can be felt harder than most, which requires a gaming experience that can provide extended entertainment without draining player’s bank balances in minutes. This is especially the case for what is a hugely tech-savvy demographic – who are far more discerning than many outsiders would assume – and therefore require a solid product with the maths to back it up. Success here is all about authenticity, and players will recognise a lack of it from a mile off.
Gamification’s going to be a hot topic in the months ahead given the need for entertainment – as a market expert, what types of features do you believe will be key in 2021?
Tournaments are very strong right now – and formats that allow players to compete against each other in real time are going to be a mainstay in gaming development this year. I see this as being indicative that providing players with an additional sense of competition, such as pitting players against players through formats like multiplayer gameplay, is a whole new level of gamification in itself that can do wonders for making your products more interesting for your audience locked down at home.
I’m particularly excited about what multiplayer can offer, and we’re taking this area very seriously. They’re going to be a serious asset when it comes to providing an additional dimension of gameplay. Combine that with faster rounds with instant games (which are very hot right now), as well as the opportunity for more varied stakes – and you have a lightning-fast experience that can create a hugely exciting betting environment and really drive engagement and retention.
Ukraine of course is going to be very closely watched – how would you rate the regulation process so far and do you believe we’re on track to go live by mid-next year?
We’ve seen good progress in Ukraine since July last year when online gambling was officially made legal – and the government has been working hard to get a regulatory framework in place, with a commission already formed to monitor the issuing of licenses to casino operators.
It is also expected that the number of licences that the authorities choose to grant will be limited – this, just like we’ve recently seen in Argentina, means that we have a queue of foreign operators waiting for certification, and I predict will start seeing the results show in around six months. I look forward to contributing towards the creation of a safe and regulated gaming environment for all, as well as seeing the benefits that gaming revenue will bring to our national economy – just as it has for other regulated CEE territories. The future is certainly looking bright!
And last but not least, are there any leading figures or businesses you can recommend to our readers for 2021 inspiration?
The biggest source of inspiration to me personally continues to be the fantastic team of staff we’ve got right here at Evoplay Entertainment. The tremendous success we’ve enjoyed as a company drives me to strive for more, and I genuinely believe that when we work together as a company, there is almost nothing we can’t achieve.
Don’t be afraid to take inspiration from your own accomplishments, no matter how large or small. It’s a reminder that your greatest days lie ahead – something that’s particularly important to remember in the current circumstances!
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No deposit free spins are one of the hottest bonuses in online casinos. Players love them, but some casino operators aren’t so sure.
Are they really valuable, or do they just attract people who never plan to deposit? To get some real insight, we caught up with Paul Puolakka, CMO of Mr. Gamble, to break down the truth behind no deposit free spins and how casinos can use them to their advantage.
Paul’s been in the iGaming industry since 2014, bringing over a decade of experience across major brands like Betsson, ComeOn!, and Ninja Casino. Over the years, he has consulted a range of iGaming companies on everything from affiliate marketing and localization to optimizing sales funnels.
Since 2020, Paul has been active on the affiliate side, running his own successful projects before joining Mr. Gamble, where he has served as CMO for the past two years. His well-rounded expertise gives him a unique perspective on both the operator and affiliate sides of the business.
Paul, no deposit free spins seem risky for casinos. Why should they offer them at all?
Yeah, I get why some casinos are skeptical. Giving away free spins with no deposit sounds like a recipe for attracting players who just grab the bonus and run. Some do, sure. But casinos that dismiss these bonuses are missing the bigger picture.
When a player claims free spins no deposit offers, the casino gets something just as valuable as money: data. They collect the player’s email, name, birthday, and other demographic details. That’s marketing gold. Even if the player doesn’t deposit immediately, a well-structured CRM funnel can bring them back later. So, instead of seeing free spins as a loss, casinos should see them as an investment in long-term customer acquisition.
If these players aren’t depositing upfront, how can casinos turn them into paying customers?
It all comes down to smart retention strategies. Too many casinos focus only on First Time Depositors (FTDs) and ignore long-term potential. Just because someone doesn’t deposit on day one doesn’t mean they won’t deposit later.
Here’s how casinos can convert no deposit players. First, send a special deposit offer a few days after they claim their free spins. Then, give them a VIP loyalty boost to make them feel special. Lastly, use personalized retargeting ads based on their game preferences.
Casinos that overlook CRM and loyalty tactics are throwing away a huge opportunity. The best ones know how to nurture these players and turn them into long-term customers.
Are there certain markets where no deposit free spins work better?
Definitely. We see big success with no deposit casino bonuses in Nordic countries, Canada, and parts of Europe. Players in these regions tend to be more cautious with their money, they want to test a casino first before making a deposit.
Also, in markets with strict advertising regulations, no deposit free spins are a smart way to attract new players. If a casino can’t run aggressive marketing campaigns, offering free spins gives players a reason to check them out organically.
What are the biggest mistakes casinos make with no deposit bonuses?
The biggest mistake? Focusing only on FTDs. Many casinos judge success only by how many players deposit right away. But that’s short-term thinking.
Instead, they should track how well their CRM funnel converts no deposit players, the percentage of these players who deposit later, and how loyalty programs keep them engaged.
Another major mistake is making withdrawal conditions too harsh. If a player wins from free spins but sees impossible wagering requirements, they’ll get frustrated and leave forever. A better approach would be to offer reasonable terms so players stay engaged and are more likely to deposit.
Should casinos rethink how they value no deposit players?
Of course! Too many operators dismiss these players as low value, but that’s the wrong mindset. In such a competitive industry, even getting a player’s contact information is a win.
If casinos invest in a strong CRM strategy, a well-optimized loyalty program, and easy payment methods, they can turn freebie hunters into loyal, depositing players. No deposit bonuses aren’t just giveaways. When used correctly, they’re one of the best acquisition tools.
The post Are No Deposit Free Spins Worth It? A Chat With Paul Puolakka, CMO of Mr. Gamble appeared first on European Gaming Industry News.
Dr. Eyal Loz Chief Product Officer at RubyPlay
Built for the branded reality – RubyPlay’s high velocity approach to the US market
With localisation, speed to market, and cross-state scalability at the heart of its strategy, RubyPlay is proving that relevance—and results—come from understanding both the player and the moment. Dr. Eyal Loz, Chief Product Officer at RubyPlay, discusses the company’s fast growing US presence and how its agile, insight-driven approach is resonating with players and operators alike. From crafting bespoke branded content to rolling out favoured mechanics with modern twists, RubyPlay is positioning itself as a key partner in the evolving iGaming landscape.
Just a few months into RubyPlay’s US journey, how has player response shaped your perception of the market? And how will these insights shape your roadmap going forward?
We see very strong player preferences to games that combine a Hold and Spin mechanic with perceived persistence. We also see that American players respond well to classic themes with a clear modern flavour. None of this was very surprising, as we are very well tuned with the preferences of players in America. The RubyPlay offering was always optimised for American players, and it’s nice to see that our roll out is working so well, as we expected it to.
We also explored a handful of innovative mechanics that are less prevalent in traditional land-based casinos, and we are happy to see that these were also well received.
Titles like Mad Hit® Diamonds and Diamond Explosions 7s® SE are a few of your early standouts. What do you think is making these games click with the US audience compared to other markets?
These two titles are solid performers in all markets, so we had high expectations to see these perform very well with American players. Both these mechanics have all the elements that make for a strong US title – Hold and Spin, perceived persistency, Buy Feature and a solid art package with a classic yet modern feel.
The US iGaming market is unique, not just in regulation, but in how players engage with content. How does your strategy for the US differ from other global regions and how do you maintain global competitiveness while staying locally relevant?
It’s important to remember that top performing mechanics tend to transcend time and space. Hold and Spin mechanics have performed well in almost all markets since they were introduced over 10 years ago. What makes a specific game more relevant to one specific region is the theme and flow of the game. For example, games featuring mahjong tiles will perform well in South East Asia but will not perform to the same level of success in the US. Similarly, games with strong Egyptian themes will not perform in Asia but have a good potential in the US.
RubyPlay’s superpower is in our velocity and adaptability. We are able to identify opportunities with operators to support their brand identity and create specialised bespoke content for them, taking into consideration elements such as the relevance of that theme to the market, and the brand of the operator. We live in a branded reality, and we consider our client’s brand a top priority.
You’ve spoken about empowering brands through strong partnerships. How do you approach collaboration in the US market to ensure both RubyPlay and its partners succeed?
Brands are a lifestyle in the USA. We have to understand this first in order to reach the audience in the way that our US partners take as second nature. By focusing on building high velocity, we are able to create relevant bespoke content for our partners that is unique to their needs.
Velocity is really important because branding opportunities don’t last very long. When a client negotiates a collaboration between their brand and a 3rd party, the deal will always close very late and will not last very long. Our ability to be in tune with the reality of such short deliveries on tight schedules, measured in weeks, not years, has given us a disproportionate advantage.
We have a stronger awareness of special events, whether sports, holidays, or cultural, and our responsiveness allow us to always stay relevant through our portfolio or bespoke content with the timings of such events in mind.
What role does localisation play in your expansion strategy?
Localisation is absolutely crucial. As I mentioned before, the combination of a robust and large variety of game mechanics, combined with the ability to minimise time to market thematically, we are able to always stay relevant to new markets we started operating in. When entering a new market, it’s hard to predict what is going to work, so building velocity, and keeping an open mind is key.
With more states opening up, how is RubyPlay preparing to scale its presence across the country? Any new or upcoming experiences or innovations players and partners can expect this year?
We are well on our way to enter Pennsylvania and West Virginia as we are well aware that US. operators are heavily focused on a cross-state strategy regarding promotions. If we can support this by having the top states, we ensure a stronger and more effective experience for players with branding in mind. After all, markets are one of the most important product features.
Other than that, we are planning to roll out our Awarded Feature with many of our direct clients. This will allow operators to award the Buy Feature for free via a back-office campaign. We saw this can be very effective in branding, retention and acquisition, and allow operators to either award players with the best part of the gaming experience, or up-sell promotions via their CRMs.
I’m very excited to see the impact the Awarded Feature will have with our partners on all areas of their business.
The post Built for the branded reality – RubyPlay’s high velocity approach to the US market appeared first on Gaming and Gambling Industry in the Americas.
Revolutionising Cricket Premier League: Max Sevostianov – COO at Betbazar, shares insights on how AI-Cricket and hyper-local data products are helping Operators engage, convert, and retain players year-round
With the start of the Premier League cricket season in India, what key trends are you seeing in the iGaming industry around this sport?
We’re witnessing explosive demand for faster, more immersive cricket content. Ball-by-ball gaming is really taking off, driven by players who crave real-time action and micro-engagements. This has pushed Operators to double down on mobile-first experiences — speed, accessibility, and UX are everything in this space.
Another standout trend is hyper-localisation. It’s no longer enough to offer cricket content in English — platforms are integrating regional languages, tailoring promotions based on local fandoms, and weaving in fantasy-style formats that resonate deeply with Indian audiences.
Perhaps the biggest shift we’re seeing is strategic: cricket is evolving from a seasonal event to a sustainable, year-round revenue channel. Operators aren’t just riding the IPL wave — they’re building ecosystems around domestic leagues, international fixtures, and even niche formats, ensuring engagement doesn’t drop off after the final.
Do you think the league will trigger a revenue surge for South Asian Operators? What should they focus on to make the most of this opportunity?
Absolutely — the Premier League is essentially Black Friday for cricket in India and the wider South Asian market. It’s the peak of the calendar, where user engagement and volumes skyrocket. But high traffic alone doesn’t guarantee high returns.
To truly capitalize on this opportunity, Operators need robust infrastructure. That means rock-solid uptime, especially during critical moments like the toss or final overs when activity spikes. Fast bet settlements, wide market coverage — from traditional formats to more niche or prop bets — and content that keeps users hooked, like virtuals or eCricket, are all must-haves.
This season, the winners won’t just be those with the most users — they’ll be the ones who can scale seamlessly, automate efficiently, and deliver content that’s as thrilling as the match itself.
What cricket-related products are currently making the biggest impact in the iGaming market?
Three products are really making waves right now.
First, Virtual (AI) and eCricket formats are proving to be game-changers. These always-on experiences keep players engaged even between live matches, maintaining momentum throughout the season and beyond.
Second, high-frequency data feeds are unlocking a new level of interactivity. Instant markets, player props, and ball-by-ball gaming are now the norm, providing users with a dynamic and deeply immersive experience, especially appealing to mobile users who seek fast, responsive gameplay.
Finally, localised and gamified content is crucial. We’re seeing strong traction with fantasy-style elements and UI’s designed specifically for cricket fans. When combined with regional language support and tailored promotions, this kind of personalisation boosts both engagement and long-term retention.
These innovations are driving serious volume — and, more importantly, keeping players coming back.
Betbazar recently launched a new product – AI Cricket. Can you walk us through its key features and what makes it so promising?
AI-Cricket is the latest innovation on Betbazar’s marketplace, and it’s setting a new benchmark for virtual sports. At its core, it delivers 24/7 AI-powered cricket matches with realistic gameplay that mirrors live action — from batting styles to fielding dynamics — all generated by advanced algorithms.
What truly sets AI Cricket apart is its end-to-end automation. Everything from match creation to odds generation is fully automated, allowing Operators to run with minimal overhead and maintain a consistent 8% margin, without the need for manual trading.
On the user side, it’s all about engagement. The product supports fantasy-inspired modes and even customisable avatars, offering a highly immersive experience that feels fresh every time. And because it’s always available, it gives Operators a powerful tool to drive retention, even during downtime in the real-world sports calendar.
So AI-Cricket blends innovation with profitability, making it a standout product for today’s cricket-focused iGaming market.
Сricket coverage in Betbazar’s Live Data Feed is described as unique. How broad is the coverage, and what specific advantages does it offer to operators?
Betbazar’s Live Data Feed offers one of the most comprehensive and operator-friendly cricket solutions in the market today. We’re talking about 15,000+ pre-match and over 9,000 live Cricket & Kabaddi Events, and an additional 10,000+ AI Cricket events each year — a scale that ensures operators can engage users year-round.
But what really sets it apart is the quality behind the quantity. Settlement times for top events are incredibly fast, typically within five minutes after the match, giving players confidence and keeping the gaming process flow smooth.
From a technical perspective, we’ve built it for performance, featuring low-latency updates, a high SLA for reliability, and customisable margins that allow Operators to fine-tune their offerings to suit different markets and risk profiles.
In short, it’s a powerful, high-performance data solution designed to meet the fast-paced demands of modern cricket, enabling operators to stay ahead of the game.
About Betbazar
Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is to build a digital iGaming marketplace that connects creators with operators, accelerating growth through best-in-class products.
The post Betbazar Explores Cricket in iGaming: What Operators Need to Know appeared first on Gaming and Gambling Industry in the Americas.
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