Interviews
Do Responsible Gaming Policies Go Far Enough? An Insider’s Perspective
Exclusive Q&A with GoodLuckMate CEO and Founder Nerijus Grenda
With responsible gaming ever at the forefront of discussions around gambling and with all eyes on the UK as it conducts its once-in-a-generation review of its gambling laws, there could be big changes coming to the industry as a whole.
GoodLuckMate CEO and Founder Nerijus Grenda makes the case for the iGaming industry going even further in its efforts to protect vulnerable players. And he believes that technology holds the key to removing cases of human error that can lead to costly lawsuits and fines.
European Gaming catches up with Grenda to explore how the industry might adapt over the coming years, whether that’s via changes to the law or by mutually beneficial cooperation.
First off, how has the industry changed its stance on responsible gaming? Do you feel that things are heading in the right direction?
I must say that responsible gaming has made great strides over the last decade or so. There is far more awareness about the issues on the part of the industry, the staff working within it, and the players themselves. All this can only be regarded as a good thing. Nowadays, many players around the world have access to free online tests for gambling addiction, tools to limit playing time, deposit amounts, and overall losses, and there is the opportunity to self-exclude from gambling altogether. Add to this the fact that it’s much easier to get help from free professional help via a wealth of links and advice articles and you can see that we’ve come a very long way.
From my experience of working within the industry for many years, I can also see how staff training programs have benefitted all parts of organizations, especially when it comes to spotting the negative behavioral patterns exhibited by some gambling addicts. And this training is usually extended to all parts of the business, from the C-level staff to the customer support teams that act as the first line of defense against gambling addiction. So, yes, I can honestly say that things have been and are continuing to move in the right direction. But now it’s time to go even further!
Do you think more can be done by online casinos and sports betting sites to protect vulnerable players? Can technology play a major role in this?
Absolutely yes to both questions. Without a doubt, there is always more the industry can do to help vulnerable players before problems get out of hand. And in addition to the training I mentioned above, technology has to play the leading role in tackling the problem. From some of the cases I have read about players suing online casinos, it seems like there is either not enough technology being used to detect issues in the first place or that these processes are being overridden by staff wanting to keep a player on the hook. For example, there should be no way that source of funds checks aren’t carried out as soon as a player crosses a certain threshold for depositing and/or losing significant amounts – with no exceptions. Somewhere in the chain, some of these things are being missed or ignored and that really needs to change.
Another way in which technology should be employed is in spotting sudden changes in betting behavior. I have no doubt that some companies are already doing this, but it should become the default across the entire industry. For example, if a player suddenly goes from betting a couple of hundred per month to thousands, there should be technological mechanisms for flagging the behavior and for an additional source of funds check to be carried out. By doing this, any potential gambling addiction cases or illegal sources of money are nipped in the bud. The same goes for employing technology to help staff spot fake IDs and other supporting documents in the case of underage players, for example. There are many ways in which technology can help us.
Will the UK Review of the Gambling Act 2005 shake up the wider industry? What changes do you see being on the cards once it has concluded?
While I am not based in the United Kingdom, I have been keeping a close eye on the reports coming out and the rather negative media attention being focused on the once-in-a-generation review – as I’m sure many others within the industry are doing. From what I’ve been reading lately, I think there will be further restrictions on the advertising of gambling products on TV, particularly at times when there are a lot of teenagers and young adults watching. For example, I believe that the ban on all gambling advertising before the 9 PM watershed might extend to all major sporting events where young adults are watching. Additionally, I’ve seen a lot of concern being expressed about the Premier League’s reliance on gambling companies as commercial partners. So, it might be the case that teams will soon need to change their shirt sponsors, too.
There is also intense media scrutiny on FOBTs (fixed odds betting terminals, otherwise known as slots). Because of this, betting limits have been put in place and I expect that some of these same ideas for limiting player losses to make the leap over to online slots, too. And another related area I see mentioned in media reports is the practice of cross-selling from one gambling product to another. With the UK being a huge market for sports betting, there is a natural tendency within the industry to move these players from relatively low-profit sports betting over to the far more profitable game types such as slots. However, there could be recommendations to limit cross-selling. Alternatively, players may need to have a separate account for each game type – hence making it more difficult for online casinos to convince players to make the switch.
Do you feel that media attention on cases involving gambling addicts negatively affects the entire industry? And do these cases shape public opinion?
One hundred percent! Major cases are usually reported fairly high up in the news running order simply because the numbers make for an interesting read. People have a natural tendency to find out how a single person was able to not only bet but also lose hundreds of thousands, or even millions in some cases. And the way pretty much all of these cases are reported casts a negative shadow over the entire gaming industry. Almost invariably, we are made to see the online casino in question as the bad guy (and their statements are usually reserved for the very end of the article), with much of the focus being on how the source of funds checks were not carried out properly, or how the player was targeted with numerous offers and enticements over a sustained period of time, for example. All of this undoubtedly shapes public opinion negatively.
Finally, is there enough will within the casino industry to continue to push responsible gaming, or is the profit motive always going to supersede player protection?
While profit is and always will be the main motive behind choosing to set up and run an online casino or sportsbook site, I think a little more focus on responsible gaming would help avoid very costly lawsuits and/or fines later down the line. Furthermore, even if these costs can easily be factored in as a necessary part of the business, the negative press attention that comes along with these cases simply isn’t justifiable in the long run. By getting things right in the first place, there’s more opportunity to build a respectable brand that will endure for many years to come – and with that comes long-term profit, of course. I also think that if the industry works as a whole, shares data on any potential loopholes they’ve spotted, and continues to focus on responsible gaming as an entirely positive aspect of the gambling industry, then everyone wins.
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Match Hype has just won two industry competitions. Talk us through your product.
Match Hype brings engagement from social media platforms like TikTok and Instagram into the sportsbook. Our technology automatically turns raw sports data into short videos full of sports and betting insights. We have the capacity to create up to a million videos daily in more than 30 languages. We also provide hosting and streaming of the videos, and we track everything in the video thanks to our own player. The high level of video experience and the scale make us unique in the market, and we believe that this innovation is extremely needed in the industry—and the judges in the competitions probably agree with us.
What technologies are you leveraging to deliver such a cutting-edge tool/product?
We have more than six years’ experience in developing dynamic video solutions for clients like Microsoft, HBO, and SAP, and a decade in high-end video production for similarly well-known clients. Match Hype is the essence of this. We have developed our own robust cloud infrastructure that enables us to work on a huge scale. We can also leverage the integration of third-party solutions that help us make the video content rich and engaging. The AI boom came at the right time to help us make the experience for the viewer even better.
Who is Match Hype aimed at?
We focus mostly on sportsbook operators, where we think we can bring the biggest value. But we also have clients on the affiliate and media side. Our “competition” at the moment are creative professionals who are able to create one video at a time. To cover hundreds or thousands of events daily, you need huge manpower. With Match Hype, you don’t need that—it’s all automated. Anybody who appreciates this level of efficiency will benefit.
The end users are any sports fans who enjoy engaging videos. So basically everybody.
Has this industry been slow to embrace video content and unlock the potential it offers? If so, why?
It’s hard for us to talk about the whole industry, as we haven’t been part of it for that long. But iGaming feels like a conservative industry where only truly meaningful innovations make it. Fingers crossed for Match Hype being one of them. We are confident because of our track record in other industries, and mostly thanks to the results of our dynamic videos that are already used by significant igaming industry players.
What makes video content so effective at customer acquisition? How can Match Hype be used in this regard?
People just love video content. In the last review, TikTok said that the average user spends around 90 minutes a day on their platform. Platforms like Spotify used to be music and podcasts only; now they are full of videos. You just can’t ignore that. Video killed the radio star, and a static sportsbook is next to die.
And what about retention? How can it be used to keep players engaged and coming back for more?
Imagine that a 30-second video gives you the exact insights to help you make a betting decision without spending dozens of minutes on different resources to gather all the information. People don’t want to read anymore. This is probably an even bigger strength of Match Hype than user acquisition.
What can we expect from Match Hype in the coming months?
We will establish Match Hype as an industry standard for dynamic video content. We’ll bring many more sports like tennis, basketball horse racing and. We are preparing real-time video use cases—for example, half-time updates in football—and new distribution channels like integration directly into streams. The potential is huge. Stay tuned.
Any final thoughts?
For the last year, we have talked with literally hundreds of iGaming experts, investors, and executives. Almost every one of them sees fan engagement as a huge topic in the upcoming months and years. And video will definitely play a key part in it.
Video says more than a thousand words. Give it a go—watch one of our 30-second videos and see for yourself.
The post Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype appeared first on European Gaming Industry News.
For those that might not know, can you give us a brief overview of Pick’Em Player Props?
In simple terms, the new Pick’Em Player Props product from WA.Technology is almost like a hybrid between fantasy sports and sports betting. In the same vein as traditional player props products that you see in traditional sports, players can select markets on individual players – we have just taken that model and elevated it.
During the game, players can make between two and six bet selections. For example, will Erling Haaland score more or less than 2.5 shots? The number of bet selections the player makes then determines their multiplier. By allowing bettors to unleash their sporting knowledge and provide engaging games for them to play, we are helping our operator partners to not only engage with a wider player base but also to fuel long-term retention. It really is a one-of-a-kind product and one we’re incredibly excited about. It’s already proving to be a top performer in LatAm.
Why has now been the right time to unveil Pick’Em Player Props?
Over the last few years, we’ve seen significant growth in the number of player proposition products. There are several reasons for that. Sports fans have shown a growing affinity for individual players rather than a team. They follow players on social media and engage with content featuring that player.
This reflects the wider trend we’re seeing: the new generation of fans is more in love with the players than the team itself. A great example of this is both Lionel Messi and Cristiano Ronaldo. Bettors worldwide would wager on either of those players and engage with their content regardless of which team they played for or what club they supported.
The appetite for player-driven betting is increasing dramatically, resulting in a greater demand for products specifically tailored to individual athletes.
With more traditional sportsbooks, however, we’ve found that there isn’t as much depth of product regarding player propositions – aside from goal scorer markets. We wanted to change that – we wanted to deliver a fun, engaging product that helps build a sense of community among players.
Since Pick’Em Player Props is also a hybrid of fantasy and sports, it can act as an attractive tool to facilitate new market entries, as fantasy sports are not regulated like sportsbooks or iGaming. Take the US for example. In most states, operators do not need a licence to offer a fantasy sports product. This is the case for many markets around the world, too. I believe this will be an attractive proposition for operators looking to expand their international footprint, and as a truly global provider, we’re here to make that happen.
In your view, what differentiates WA.Technology’s Pick’Em Player Props from other player props products on the market?
Currently, we are the only B2B provider to offer a player propositions product that combines sports and fantasy. A handful of companies in the US offer something similar, but they are all B2C companies – we are bringing something totally unique to the B2B space.
Fantasy Sports have always been popular in the US. But over the last 18 months, we’ve seen a meteoric rise in the demand for player proposition markets; we wanted to develop a product that caters to that growth in demand and delivers something unique for our partners.
For other player props products on the market, something that is worth noting is that the design and UX are doing little to engage Millennial/Gen Z bettors. This audience demands a streamlined UX that is easy to use. Our Pick’Em version has been specifically designed with this demographic in mind, although we have been careful not to disenfranchise other age groups. We have kept the design sleek, streamlined and easy to use to deliver that. It’s extremely well-designed compared to what you might see in a more traditional sportsbook.
The game is straightforward to understand because we have fixed multipliers. This decision differentiates us from more traditional products, where the multipliers vary depending on how many bets you place. It also makes the product much more accessible for players who might otherwise not be familiar with fantasy or player props.
Another major defining factor is that we have ensured players can add multiple bets from different markets together. On most sports betting sites out there, you cannot combine player props markets. You couldn’t, for example, have a bet slip combining Erling Haaland’s Over/Under Shots and Kevin De Bruyne’s Shots on Target. We know this is frustrating for many bettors. We wanted to eliminate that barrier and elevate sports fans’ experience.
How does the level of data granularity influence the design and effectiveness of player proposition betting products, particularly in terms of player engagement and personalised betting options?
We are very fortunate that the data feed we use for our player props markets is the best. We have a wide range of insights and data analytics available, giving us an edge over other companies within the space – this is a serious differentiator.
The enhanced data range means we can deliver many more bespoke, personalised betting options to players while also getting more granular with the markets we can offer.
Our Managed Services Team, which oversees all things trading, also closely monitors the markets that are most popular with players. For example, if we see an influx in bets on ‘shots on target’, we know how to create more promotions around this particular market. We can tailor the CMS to engage better with players and create a more personalised experience.
Players can also ‘favourite’ particular players and clubs. Any market featuring that player will automatically appear when the Pick’Em Player Props application loads up.
Are there any markets where you believe Pick’Em Player Props will prove to be particularly popular? If so, why?
In all honesty, I can’t think of a market where this won’t be popular! Regions such as LatAm present an enormous opportunity for the growth of player proposition markets. I believe we can really plug a gap in the products currently offered to bettors.
Across the continent, we’ve seen players show a real passion for player-focused markets, and we’re here to capitalise on that. In Brazil, for example, if we were to create markets on Neymar, I’d anticipate this would gain much traction!
The real selling point for Pick’Em Player Props here is that we offer an extensive range of sports and markets that cater to a broad audience – but within that, we can personalise sports and bet selections not to overwhelm the player. I’d expect that markets on football will perform exceptionally well across Africa and LatAm, while countries such as South Africa may have a stronger preference for Rugby or Cricket.
Ultimately, it’s about understanding the unique preferences of players within each jurisdiction our partners operate in and tailoring the product accordingly. With teams based in various markets worldwide, we can get to grips with the local knowledge and fully understand what resonates with bettors.
In your view, what are some of the factors behind the growth of player props products in the last 12 months?
Most definitely shows how sports media companies are incorporating more player-specific content into their roster. This already has a huge impact, and I can’t see it changing anytime soon.
Whether it’s interviews with specific players, post-match analytics on performance or even the inherent growth of social media, the balance is undoubtedly tipping more towards the player rather than the team.
Personalisation will also have a considerable knock-on effect on the growth of player propositions. Bettors want more bespoke offers, specific bet suggestions and more instant content tailored to their unique playing habits. With a product like Pick’Em Player Props, you can personalise that betting experience to your heart’s content.
It also becomes much easier for sportsbooks to align with a specific user’s interests when we deliver unmatched data analytics and levels of personalisation that are available via WA.Technology’s product suite.
In short, Pick’Em Player Props gives operators the tools they need to create wide-ranging engagement opportunities without sticking to the rigid sporting calendar, where sometimes you might have to wait several days between a game. By incorporating fantasy sports, we can deliver round-the-clock content much faster, therefore meeting the demands of players. If you want to find out more – make sure to stop by Stand 1095 at SiGMA!
Behind every stellar online slot is an equally stellar maths model. These are becoming more experimental as the industry flirts with an increasing array of innovative new mechanics. We spoke to Pablo Martinez, Math/Design Lead and Founder at maverick game studio Peter & Sons to find out more.
Do you have to be a maths genius to build a slot machine?
Nah, you don’t need to be a maths genius. It’s more about having the right mix of skills and loving what you do. You need to play a lot of games, see what’s working out there, and understand what makes them fun. Knowing maths helps, sure, but it’s more about creating something players want to keep coming back to.
Peter & Sons is known for making games that dare to be different, visually and thematically. Is the underlying math equally experimental?
Definitely! We love pushing boundaries, both in how our games look and how they play. Sure, it’s a bit of a gamble to have a bunch of games with unique mechanics, but we’re all about trying new things. Games like Peter Hunter and our upcoming Muddy Waters are great examples — they bring fresh gameplay and new experiences to the table. Each year, we try to put out at least one or two experimental titles, keeping things interesting while mixing them with more familiar styles.
Do you come up with the maths model first and then build the game around that? Take us through the process of building the game from start to finish.
We usually start with an idea for the mechanics first. We make a quick prototype to see if the concept can work with the maths. Then we bring in the art team to brainstorm themes that will fit well. Once we have a basic prototype, we go through a bunch of tweaks and changes until the art, mechanics, and maths all feel right together. It’s a back-and-forth process where we’re constantly finetuning everything to get the best balance.
Why do you think a mechanic like Megaways was so successful?
Megaways took off because it’s a fun, exciting mechanic that gave players something fresh, but smart brand marketing really helped it catch on.
Is there pressure as a slots developer to come up with the ‘next’ Megaways?
Not really. Coming up with new mechanics is always fun, but it’s not the only way to make a hit. Plenty of top games are just clever twists on classic mechanics. It’s more about creating a great experience that keeps players coming back, whether it’s something brand new or just a fresh spin on something more familiar.
Which slots are more popular, high or low volatility, and why do you think that is?
It depends on the market, but in some unregulated markets — and especially with some operators — high-volatility slots are really popular. A big reason for this is streamers. High-volatility games make for exciting content, so they get a lot of attention and hype online. That thrill factor really draws players in.
Which is your favorite Peter & Sons mechanic and why?
Right now, I’d say the fishing mechanic in our upcoming game Muddy Waters. It’s a new twist on the fishing genre that really brings something fresh to the gameplay. It’s exciting to take a familiar theme and make it feel totally different.
Tell us about the mechanics in your latest release, Barbarossa Revenge.
Barbarossa Revenge is a pirate-themed, high-volatility game with 243 ways to win. It’s a DoubleMax game, meaning the multiplier doubles with each cascade. You’ve also got Multiplier Jumps and a Cashout feature that guarantees wins. During Free Spins, the multipliers don’t reset and can keep growing unlimited. With a max win potential of 30,000x the bet, this game is a real thrill!
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