Interviews
Q&A with Justin Chen, PickFu Co-founder: How Can Mobile Game Developers Overcome IDFA Void?
Apple’s recent iOS 14.5 update has disabled the Identifier for Advertisers (IDFA), a handy tool for mobile game developers and online marketers to create game features and design advertising strategies.
Here we have with us Justin Chen, co-founder of PickFu, a leading consumer research software that feeds business intelligence through instant online polls.
He talks about the removal of IDFA, its potential impacts, user reaction to the removal, and how game developers and marketers can fill the void.
Q. Welcome Justin Chen, Could you explain the recent talks surrounding IDFA?
A. IDFA acts like a cookie to help advertisers better target iOS users and measure the effectiveness of their mobile marketing campaigns. Apple’s latest iOS 14.5 update has a App Tracking Transparency feature that disables IDFA by default.
This could substantially impact how mobile games are created and marketed. Let me explain it.
Prior to the change, IDFA provided advertisers with information such as whether users downloaded their game through a browser ad or when they’re using the app, how they are interacting with ads in their game, and more. This data became fundamental tot programmatic advertising strategies that free-to-play games use to acquire and target users, improve the user experience, and monetise games. Many marketers believe the update is the death of IDFA, as consumers must now opt in to allow app tracking.
Q. PickFu has recently conducted poll with gamers with Apple devices. Could you tell us more about the results of the poll?
A. PickFu’s poll involved 200 mobile gamers with Apple devices. The poll simply asked whether they would enable or disable app tracking.
In the poll, 81.5% of respondents, though, said they’d disable IDFA tracking. They largely felt it invaded their privacy and were uncomfortable with companies owning their data. According to one respondent, “I don’t want my data tracked by anyone or anything, anonymous or not. I don’t need targeted advertisements. If I am interested in purchasing, I will look into the product myself and do my own research.”
There were 18.5% respondents who said they would enable IDFA tracking. These players commented that they like to receive personalised advertisements and don’t mind being tracked, as long as their personal information wasn’t shared. One wrote, “I don’t like the idea of being tracked, but they are not getting any of my personal information. I would rather get advertisements that might interest me than ones that I don’t care about at all.”
Q. What would be the impact of this on mobile gaming studios?
A. Before iOS 14.5, approximately 70% of Apple users shared their IDFA data with app publishers. This figure could drop to as low as 10%, making the data pool much smaller for advertisers. Mobile gaming studios will have to reevaluate how they collect data to market to mobile audiences.
Q. Now, how will game marketers figure out whether the ads are optimised and targeted to the right people?
Well, there are basically two ways: 1. Find alternate ways and 2. create new methods.
- Find alternate ways to gather real-time audience insights
IDFA helps mobile game developers collect real-time data around how their core audience plays their games and interacts with their ads. Using this data, developers optimised their games to provide a better user experience for players. With the soon-to-be smaller data pool, this granular information will, ironically, become even more granular.
To supplement the dramatically lower numbers, mobile game developers will need supplemental ways to gain audience insights quickly. Surveys of mobile gamers will help developers to gauge opinions in a totally privacy-compliant manner. Speed doesn’t need to be lost, either. The online nature of player polling means that developers can act on their survey results the very same day they pose a question.
- Create new targeting opportunities
The hyper-targeting that IDFA makes possible is one of its most appealing qualities for advertisers, even if less so for those they target. But online surveying providers can offer readymade audiences based on your targeting needs, and these audiences usually self-report their identifying qualities.
Q. That is interesting. What are the options available to game developers and marketers for such surveys?
A. Some available polling audiences that game studios may find valuable:
- Gaming platform: mobile, PC, console
- Gaming habits: daily players, weekly players, occasional players, etc.
- Favourite gaming genres: role-playing, trivia, strategy, word, etc
- Devices: iOS, Android
- App store spending habits: under $10, $100 or more, etc
- Demographic groups: women, parents, income range
Q. Final question now. But can surveys provide the exact kind of data that IDFA used to provide?
A. IDFA shows advertisers how mobile players interact with their ads. But one limitation is that you can’t access any data until you have a launched game with live players.
Surveys enable you to get real-world reactions to a much wider range of mobile gaming assets, from mobile app icons, game concepts, artwork, app names, descriptions and more. You can conduct this research at any stage of a game’s development lifecycle. The earlier you start gathering data, the more confident you will be as you move toward launch.
In addition, IDFA provides purely quantitative data such as impressions and click-through rates. However, you’re left to guess the why behind these numbers. By incorporating polling into your strategy, you’ll hear directly from players, helping to understand why they like or dislike characters, ad creative, or whatever else you show them.
Taking qualitative feedback into account will improve your game overall, allowing for improved player interactions, stronger download figures, and better overall ROI.
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Interviews
Inside the Kongebonus Awards: What Norway’s Players Are Telling the iGaming Industry
As the only iGaming awards originating from Norway, the Kongebonus Awards are decided entirely by open player voting, offering a rare, unfiltered view into what truly resonates with a dedicated gaming community. Kongebonus Editor-in-Chief, David Nilsen, explains how this year’s results reflect shifting player expectations, highlight both emerging and established studios, and contribute to wider industry conversations around quality, innovation and long-term engagement.
The Kongebonus Awards are now in their fourth year. How have you seen them evolve since the first edition?
Since the first edition, the Kongebonus Awards have grown both in reach and in significance. What started as a way to highlight standout games for our Norwegian audience has developed into a recognised annual moment where player sentiment is clearly reflected back to the industry. Each year we see greater engagement from the community and more awareness among studios and suppliers about what the awards represent. The structure has also matured, with categories that better capture the diversity of modern game development. Most importantly, the awards have become a consistent reference point for which games and providers have truly connected with players over the past year, giving the results increasing weight within the wider iGaming conversation.
This year’s awards were presented in connection with ICE Barcelona. How important is it to connect a Norwegian, player-driven initiative with the wider international industry?
Connecting the awards to an international event like ICE Barcelona helps bring local player insight into the global industry spotlight. While the voting comes from Norwegian players, the studios and games involved operate across many markets. Presenting the results in that setting underlines that player preferences in Norway are part of wider trends in iGaming. It also allows international stakeholders to see how a Nordic audience responds to different styles of games, mechanics and themes. That perspective can be valuable for product planning and market strategy.
This year’s winners were decided through open public voting. Why is it important that the results reflect the voice of players so directly?
Having the winners decided through open public voting ensures the results are grounded in real player experience. The recognition comes directly from the people who have spent time with the games, formed opinions and chosen their favourites. That gives the awards a strong sense of authenticity. It moves the focus away from internal industry perspectives and places it firmly with the end users. For studios, this kind of recognition signals that their work has genuinely resonated with players, not just performed well commercially. Player-led results offer a clear and transparent indicator of which games and providers have built lasting appeal, and that makes the outcomes especially meaningful within the industry.
The awards focus not only on commercial performance, but also on quality, innovation and player experience. From this year’s winners, what stood out most to you?
What stood out most was the balance between creativity and accessibility. Players clearly reward innovation, but only when it is paired with strong execution and an enjoyable overall experience. Many of the recognised titles combine distinctive mechanics with clear game identity and smooth gameplay. There is also evidence that consistency matters. Studios that repeatedly deliver engaging, reliable experiences tend to build strong followings, and that loyalty is reflected in the voting.
How do categories such as Rising Star Game Developer and the Readers’ Hall of Fame help ensure the awards spotlight both emerging studios and more established names?
These categories make sure the awards reflect the full spectrum of achievement in the industry. The Rising Star category gives visibility to newer studios that are already making a strong impression with players through innovation and creativity, even if they do not yet have the scale of the largest providers. In contrast, the Readers’ Hall of Fame recognises games that have achieved lasting popularity and become long-term favourites. Including both perspectives shows that excellence is not limited to one stage of growth. It highlights that players value both fresh ideas and proven experiences.
Looking ahead, how do you expect the awards to continue growing, and what role do you see Kongebonus playing in shaping player-led conversations in the industry?
As player expectations continue to change, the awards will develop alongside them. The aim remains to document and highlight the studios and games that genuinely stand out from a player perspective. Over time, this may mean refining categories or exploring new ways to reflect emerging trends, while keeping open voting at the core. Kongebonus will continue to act as a bridge between players and the industry, translating community sentiment into insights that studios and suppliers can learn from. By keeping the focus on player experience and feedback, the awards can play a growing role in encouraging the industry to prioritise quality, innovation and long-term player engagement.
To find out more about this year’s Kongebonus Awards and see the full list of winners, visit: https://www.kongebonus.com/nyheter/vinnere-av-kongebonus-awards-2025/
The post Inside the Kongebonus Awards: What Norway’s Players Are Telling the iGaming Industry appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Interviews
Scaling innovation through the launch of Tequity Publishing
Following the announcement of its new publishing vertical and the successful debut of Royal Drop, we sat down with Tanja Bergman, Head of Growth RGS at Tequity, to discuss how this new arm is set to dismantle technical barriers for ambitious studios and why scalability is the new frontier for the ‘Burst Games’ genre.
Tequity has just officially launched its Publishing vertical. What was the primary catalyst behind this move?
The industry is currently in a fascinating place. There is no shortage of creative talent among studios, but there is a massive technical bottleneck. We have seen so many ambitious studios with incredible concepts – especially those moving beyond traditional slots – who have been getting bogged down in terms of getting those concepts out into the marketplace.
The catalyst for Tequity Publishing was simple. We wanted to break down those technical barriers. By handling the infrastructure, distribution, and compliance frameworks, we allow studios to do what they do best, which is build outstanding games. It’s about speed-to-market without compromising on the quality or the vision of their content.
The launch coincides with the release of Royal Drop. How does this game, and the partnership with Mirror Image Gaming and The Fortune Engine, showcase what Tequity Publishing is all about?
Royal Drop is the perfect proof of concept. It’s a collaboration that highlights three important pillars of modern game delivery. You have Mirror Image Gaming bringing that fresh, video-game-influenced Burst Games energy, The Fortune Engine provide the math tools and templates, and Tequity Publishing offers the global scale and distribution pathway.

It shows that when you remove operational friction, you can create a game-first experience that appeals to a new generation of players who want something more interactive than a standard 5×3 reel.
Tequity Publishing offers two models: RGSaaS and RGS-to-RGS. Can you walk us through the strategic benefits of each?
Flexibility is key, because no two studios are at the same stage of their journey. The RGSaaS model is our full-service offering. It’s designed for studios that want to focus 100% on the creative side. We provide the entire infrastructure and publishing framework and it is essentially a business-in-a-box for game creators.
The RGS-to-RGS model is a more streamlined, tech-first approach for studios that already have their own RGS but lack the distribution muscle. It allows them to plug into our growing operator and aggregator network instantly. Both models are built on the same philosophy: helping studios reach parts of the market they otherwise couldn’t access on their own.
You mentioned reaching new generations of players. How does this vertical specifically empower studios to innovate in ways they couldn’t before?
When a studio is concerned about how they are going to integrate with a multitude of different operators or how to navigate complex jurisdictional requirements, they tend to play it safe. They stick to what they know.
By taking that weight off their shoulders, we give them the opportunity to be brave. Studios like Mirror Image Gaming are pushing the boundaries of modern iGaming, taking influences from the video game world. This is exactly what the new generation of players is looking for. We provide the scalability so that these niche, innovative ideas can achieve mass-market impact.
It’s been a busy period for Tequity, following the success of your Originals series and the iBankroll partnership. How does the Publishing vertical fit into the broader Tequity roadmap for 2026?
It’s all part of becoming the ultimate technology partner for the gaming industry. Whether it’s our streamer-friendly Originals or our Bankroll-as-a-Service offering, the goal is to provide scalable, customisable solutions. Tequity Publishing is the natural evolution of that mission. We aren’t only providing the tools anymore, but also the pathway to the player. Looking ahead, you can expect a series of further launches through our three-way collaborations. We’re proving that the barrier to entry for innovation has never been lower.
Finally, for studios looking to scale quickly, what is your main message to them?
Don’t let technical noise drown out your creative signal. If you have a game concept that breaks the mould, you shouldn’t have to spend years building the distribution architecture to get it seen. That’s what we’re here for. We want to help you launch at a speed and scale that matches your ambition, so that you can make a significant splash in the industry.
The post Scaling innovation through the launch of Tequity Publishing appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
BetMGM
Breaking America with BetMGM
We speak to Charles Mott, CEO & Co-Founder at S Gaming, about the provider’s move into the US market with BetMGM and why more casual gameplay hits the mark with players stateside
Congratulations on your deal with BetMGM in the USA. Why is this such a milestone market launch for S Gaming?
The deal with BetMGM marks our hotly-anticipated launch in the US market, and sees our games go live to players in core regulated states such as New Jersey, Pennsylvania, West Virginia and Michigan. We see huge potential for our content in the North American market, and to make our debut with such a high-calibre operator is a testament to this. The US is still just finding its feet as a regulated online casino market, and our games, with their focus on sustainability and high entertainment, are the perfect fit for audiences who are used to land-based slots and are increasingly moving online. They are simple, easy to understand and play, and ultimately deliver tons of fun over longer playing sessions – just like the slot machines found on the floors of casinos in Las Vegas and beyond.
Just how important was it to go live with a tier-one operator like BetMGM? And how will the deal allow you to quickly build momentum in the US?
It’s mission critical. Going live with BetMGM allows us to build immediate trust with players, tap into a large and loyal playerbase, and simultaneously enter multiple regulated iCasino states at the same time. Now that we are up and running with BetMGM, we are turning our attention to striking partnerships with other operators active in the market. It’s pretty much the same blueprint that we’ve followed in our home market of the UK where we are now live with all but a handful of brands – something we have been able to achieve in a little over two years. We know the US is a slightly different market, but we are confident in our approach to game development and, as we gather more data on how US players interact with our games, will use this feedback loop to guide our product roadmap going forwards so that each title is better than the last and more suited to the preferences of US players.
You mentioned that your games are aimed at more casual players. How does this align with the preferences of US consumers?
If you walk onto the gaming floor of any Las Vegas casino, you’ll see row after row of slot machines. Increasingly, these machines are designed to keep players entertained for longer through gripping gameplay and regular wins. A lot of online slot content delivers high risk/high reward gameplay, where players can quickly clear through their balance as they hunt down big wins – wins that don’t land all that often. In a market where operators care deeply about retention and lifetime value, games that keep players spinning for longer really matter. Our approach to producing sustainable, fun games for players in the UK and Europe has allowed us to not only stand out but to engage players at scale, and we are confident players in the US, especially those who enjoy land-based slotting, will also be drawn to them at scale.
Has launching in the US been a major undertaking for S Gaming, or did it prove to be plain sailing for the most part?
When planning our move into the US market we identified two routes. We have our own remote game server, so we could build on that, secure licences in each state we wanted to enter, and then deploy our content directly with operators. The other option would be to work with a third-party RGS provider that already has the licences and integrations we needed. While the first option might sound like the best, in reality, especially for a smaller studio, the cost of and resources required for securing individual state licences can be prohibitive. So instead, we joined forces with Gaming Realms as they have the cutting-edge RGS and licences (in both the US and Europe) we were looking for. This means we simply need to build a US version of each game on the Gaming Realms RGS and can then deploy content with the wide range of operator partners they are connected with in regulated iCasino states across the US.
Tell us more about the initial run of games you’ve launched with BetMGM.
We’ve launched the partnership with Barnyard Bash Chicken Chase which will be followed by Triple 7 Jackpot in February and Cat and Mouse Collect in March – with one new game a month to follow as we build out our US portfolio. If players were to try just one of our games, it would be Barnyard Bash Chicken Chase. It gets players clucking as they spin the reels, collect Eggs and add them to the growing Nest – the more eggs collected, the bigger the Nest Egg becomes. Not only that, Eggs can randomly activate the matching colour-coded Nest Egg and award entry to the Chicken Trail feature, drop Egg-stra Free Spins or lay an Instant Prize.
But once they’ve tried it, they’ll definitely want to take Triple 7 Jackpot for a spin. This classic slot is dripping in neon action – the Triple 7 feature is always on screen but is locked until a spin lands three Bonus 777 symbols. This unlocks the feature with on spin awarded, giving players a shot at the 500x Jackpot prize. Free Spins are also up for grabs with seven Free Games awarded when three Scatters land in the base game.
Finally, Cat and Mouse Collect is a playful, feature-rich slot built around a simple but engaging Collect mechanic. Players pin the reels, collect up the cheeses and feed the hungry mice until they’re fit to burst. Green plates will serve up an instant prize, Blue will start the wild and wacky Cheese Chase and Red dishes out some feisty Free Spins. With regular feature triggers and plenty of on-reel interaction, it’s designed to keep players engaged from spin to spin without relying on extreme volatility.
What does success in the US look like for S Gaming over the next 12-18 months?
Success for us isn’t about one big hit, it’s about becoming a trusted, widely-distributed supplier in regulated iCasino states. Over the next year we want to significantly expand beyond BetMGM, roll out a steady pipeline of US-optimised titles and build the kind of player data and
operator relationships that let us grow sustainably. If players in New Jersey, Pennsylvania and Michigan are regularly choosing S Gaming titles as part of their core rotation, then we’ll know we’re really breaking into the market.
The post Breaking America with BetMGM appeared first on Americas iGaming & Sports Betting News.
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