Interviews
What the Euros taught us
Morten Hauge, Head of Sports at Aspire Global, tells European Gaming about what the company learned during the Euros and how this will impact its approach as the industry gets ready for the domestic season to kick off.
Talk us through the Aspire/BtoBet performance across the Euros, did it exceed expectations in terms of engagement? Any stats that you can share?
It’s fair to say the tournament met our expectations. Certainly, from a CRM and acquisitions point of view. We saw engagement gradually increasing throughout the event and saw spikes when England were playing, as the UK is our most prominent market.
The outcome of the final was the perfect scenario for UK-facing bookmakers – England going all the way to the final and losing on penalties, ensuring their key market was engaged all the way through. England winning the tournament would have seen bookies paying out a great deal at that point.
So, we are now wrapping up all the learnings we have taken from the Euros and devising how we will apply this to the World Cup in Qatar next year. That really will be a tournament like no other, with it taking place over the winter and air conditioning being pumped through the stadiums. Turning around such learnings quickly will become more important as we grow our Latin American business, however.
Were there any noticeable betting behaviour trends from the month-long tournament?
There was a definite sense of cautiousness from UK bettors during the early stages of the tournament. Certainly, when compared to what we saw at the last World Cup. There was a lot less action in the initial round of fixtures, but it built up a steady momentum and that came to a head in the knockout phase. Bets on correct scorelines, as always, saw a huge surge and it was fantastic to see our new widgets such as our free to play AspireBattle, performing as we hoped it would do, attracting players that wouldn’t usually be interested in the Euros. We actually used it to host our own office competition for the Euros, which was a lot of fun. We are going to look to include this in our Premier League acquisition package as well heading into the new domestic season.
Now we’ve entered the post-tournament phase and the quieter betting period before the domestic season begins, how do you support operators in keeping bettors interested and engaged?
Virtual sports are an important product during this quieter period, but sometimes it’s good practice to just let the players breathe a little bit so we’re not overloading them with content. We’ll create some soft awareness around the Olympics, but in truth it isn’t a huge betting event. The 100m sprint is a good betting event that will keep us in the player’s mind before the next big tournament. There might also be some interest in handball soccer and basketball, but even then, that’s only the case when the country has a better chance of winning a medal. On top of that, the time difference means that many of the events are taking place throughout the early hours of the morning, which isn’t ideal for our European audience.
This time is vital for us to take all the data we’ve accumulated from the Euros and put it to good use before the Premier League commences. We will take a look at all the players that gamers bet on to score, for example, so we can identify crossover opportunities and provide a more personalised experience based on their betting behaviour. End users appreciate this tailored service, and it helps give operators a competitive edge. This will also apply to the World Cup qualifiers in September.
The UK recently announced stadiums will be able to return to full capacity for the new season. Does this influence your approach to trading at all, given home crowds are likely to have an impact on games once again?
I don’t think it will influence our approach to trading. I think it would probably have a bigger effect on the market – the bigger betting syndicates will probably have an influence on the market price, particularly at the beginning. It will most likely be priced in the first one to three games and we’ll see some big moves around matchday, in all likelihood, but that’s it.
Some home teams are likely to perform a lot better than they would in empty stadiums. With that in mind, Liverpool would be a good bet to challenge for the title. Their form at Anfield dipped significantly last season and arguably that’s because of the famous Kop crowd not being able to influence games.
Ahead of every new domestic football season, competition is typically fierce as sportsbooks look to acquire and retain customers. How crucial are sophisticated CRM systems in re-engaging with bettors, particularly at a time when acquisition can be expensive?
It will be more important than ever and thankfully for our operator partners, we’ll be ready to provide them with a comprehensive CRM system through our newly launched intelligent software, AspireEngage. We are expecting great things from our new customer lifestyle journey. We are sending all bets in real-time directly to the CRM system so we can use these as triggers very early on to build an individual journey for each player.
Automation with relevance is the key here. AspireEngage is for operators who want to do CRM and do it properly. We can be a lot more targeted with a relevant message, which will be a welcome change to the usual Premier League reactivation strategy because everybody does that. This gives operators a definite edge.
Widgets like Aspiretip that weren’t exactly designed for the Euros, but which performed well, will be important when the domestic season kicks off. This informs players of the different bets and activities that are available to them and will really come into its own for events like the Premier League and the Six Nations.
How can operators maximise the use of AspireEngage ahead of the new domestic season? How will it improve performance?
It’s a real-time, easy to use solution and will open the opportunity for operators to deliver sophisticated marketing techniques that offers the kind of personalised customer experience that gets bettors coming back for more.
So, if a player bets on the Premier League or LaLiga in August, they will have a completely different experience to those that go down the rugby union path, for example.
Automation is difficult when an operator also wants to remain consistently relevant and up to date. With this journey builder we can offer a lot more value than ever and really improve customer satisfaction.
It also makes a big difference for bettors that are just joining for events like darts, snooker or rugby union. Traditionally, these demographics aren’t huge bettors but the operator still needs to make the most out of them when they do want to engage. It’s easy to offer CRM that caters to the customers that are naturally engaged but targeting those players that only dip in now and then is what AspireEngage offers. Put together, all those players add up.
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Fast Track, the leading SaaS technology company and CRM provider in the iGaming industry, has unveiled the second instalment of its Inside Out video series.
Titled “Ain’t No Rest for the Wicked” the interview features CEO and Co-founder Simon Lidzén in a candid, behind-the-scenes discussion about the company’s growth, challenges, and vision for the future.
In the 30-minute video, Simon reflects on Fast Track’s nearly ten-year journey: “Success to me is about setting goals and achieving them. This year has been intense, but incredibly rewarding. From scaling Fast Track to launching groundbreaking products like Rewards, we’re just getting started.”
The conversation explores the launch of Rewards, Fast Track’s promotional ecosystem that integrates CRM with gamification to deliver engaging and personalised player experiences. Simon also discusses the company’s rapid global expansion and the challenges of scaling leadership within a fast-growing organisation. Looking ahead to 2025, he highlights Fast Track’s focus on leveraging AI to redefine CRM and customer engagement.
Simon’s reflections also touch on the company’s culture: “Fast Track is built on relentless innovation and a team that thrives on solving challenges. Seeing how much we’ve grown and how far we’ve come makes this journey so exciting.”
For those unfamiliar with Fast Track, the company is a high-growth SaaS leader, known for pioneering the use of AI to deliver personalised experiences to customers. Its software empowers companies to automate marketing and operational workflows, enabling teams to focus on strategy and innovation. Fast Track is reshaping CRM for iGaming, setting a new standard for customer engagement.
Watch the interview here: https://2ly.link/23JyZ
The post Fast Track CEO Shares Honest Reflections in New Interview: Ain’t No Rest for the Wicked appeared first on European Gaming Industry News.
As we enter 2025, what unique opportunities do you see for WA.Technology in the LatAm iGaming market?
The iGaming market in Latin America is experiencing rapid transformation, and this dynamic shift presents considerable opportunities for companies with the right strategy and adaptability.
We are witnessing a shift from informal, semi-professional operations to a growing demand for a formal, structured, and professional gaming industry that can meet the higher expectations emerging from both regulators and consumers.
At WA.Technology, we are perfectly positioned to leverage our extensive local knowledge to achieve just that. Our team has been working across the region for years, from Mexico to Brazil, Colombia, and beyond, which gives us a unique edge in navigating the regulatory complexities and unique behavioural dynamics of this evolving landscape.
This authentic regional understanding not only allows us to stay ahead of market trends but also empowers us to innovate in a way that aligns with global best practices while being sensitive to local cultures, customs, and regulations. As the LatAm gaming market continues to mature, we are ready to support operators in a more structured, regulated, and growth-oriented environment.
How does WA.Technology plan to maintain its progress across the region in 2025?
Our approach to sustained growth in Latin America is driven by the expertise of our team, who bring years of experience from across the region. The team at WA.Technology has collectively worked across a variety of LatAm gaming markets, gaining firsthand knowledge of local regulations and consumer preferences. This wealth of experience enables us to navigate the ever-changing landscape with agility and precision.
As the region continues to evolve, we will continue to integrate global best practices while remaining flexible enough to address the unique needs of each local market. Our strategy at WA.Technology largely focuses on building close relationships with various local stakeholders, refining our offerings based on real-time feedback and ensuring our presence continues to make a long-lasting difference in the region.
We are committed to driving long-term growth, building strong partnerships and providing the best possible value to our clients across Latin America.
For operators looking to enter Latin America in 2025, what are some of the key trends/nuances they need to be aware of? And how is WA.Technology helping them to navigate these?
Entering the Latin American market in 2025 presents a variety of opportunities for growth. However, operators looking to make the most of what this region has to offer must carefully consider local regulations, consumer behaviour, and cultural differences in each country. After all, LatAm is not one homogenous region – each country has its own unique dynamics at play.
Regulatory frameworks continue to evolve rapidly, with each individual regulator in the region setting its own rules, meaning that operators must be highly adaptable and well-prepared for any future legislative changes. But regulations aren’t the only challenge.
Understanding local consumer habits, preferences, and cultural nuances is equally critical to building a successful operation. For example, the products players enjoy in Brazil are likely to be completely different to those favoured by Mexican bettors.
At WA.Technology, we help operators navigate these complexities by offering solutions that are fully compliant with local laws and tailored to meet the diverse needs of Latin American consumers.
We don’t see ourselves as just a technology provider; we want to be a trusted partner, supporting operators in their journey to understand the regulatory environment and local market dynamics, ensuring they’re well-positioned for long-term success.
With Brazil now live, how does WA.Technology plan to gain an edge in what is likely to be a highly competitive market?
Brazil is undoubtedly the flagship market in Latin America, and we’ve been preparing for this moment for some time. With a market of such size and potential, competition is bound to be hard. However, we are confident that our extensive local presence and tailored approach will give us a distinct edge unmatched by any other provider on the market.
We’ve made significant investments in Brazil, building a team that is highly knowledgeable about the local market and deeply embedded in the regulatory landscape. I am proud to say our team has worked extremely hard to ensure we were ready in time for the new regulations in Brazil and that we are in a position now to grow even further in this market as a result. With dedicated local offices, a strong team of regulatory experts and seasoned professionals with operational expertise, we are well-equipped to navigate the complexities of Brazil’s rapidly growing iGaming market.
Our extensive knowledge of the local market and commitment to delivering innovative, market-specific solutions allows us to provide licensed operators with the tools they need to succeed in this competitive space.
How will your approach to Brazil differ from that of the wider LatAm market?
While Brazil is undeniably one of the largest and most significant markets in Latin America, our approach to the region as a whole is both comprehensive and tailored to the unique characteristics of each country.
We recognise that Latin America is a highly diverse and dynamic market where each country presents distinct opportunities, challenges, and regulatory landscapes.
At WA.Technology, we adopt a market-specific strategy across our entire business, ensuring that we provide localised solutions that meet the unique needs of each country while maintaining a strong, responsive presence in all key markets.
Our team brings extensive experience from working in countries such as Argentina, Chile, Peru, Ecuador, Colombia, the Dominican Republic, and Mexico. In fact, we recently expanded our footprint by opening offices in Mexico City, which allows us to stay closely connected to local developments and offer even more tailored support to our partners in this market.
Mexico is particularly important to us in terms of future growth, and we view it as a key focus for WA.Technology alongside Brazil. Our integrated, flexible approach ensures we can remain agile across the entire region, responding effectively to each market’s specific demands while maintaining a cohesive regional strategy.
What are your goals for expanding WA.Technology’s footprint in LatAm over the next 12 months? And how do you plan to achieve these?
Looking ahead to the rest of 2025, our key goals for expanding WA.Technology’s footprint in Latin America is rooted in two fundamental pillars: extensive market knowledge and strong local presence.
As the region evolves at a rapid pace, staying ahead of market shifts requires constant attention. Our strategy is to maintain a physical presence in every major market, fostering relationships with local stakeholders, regulators, and operators. By doing this, we are able to anticipate changes in the wider market and position ourselves as a proactive, solutions-driven partner, ensuring that our partners can retain their competitive edge.
We aim to further solidify our relationships with key players across the region and remain highly engaged in local markets, adapting our solutions in real-time to meet emerging needs.
Our focus on continuous engagement ensures that we’re always in tune with the evolving landscape, positioning WA.Technology to lead the way in driving innovation and delivering value in Latin America.
The post Patricio Molloy: WA.Technology is ready to raise the bar for LatAm in 2025 appeared first on Gaming and Gambling Industry in the Americas.
Tom Walton, Director at technology consultancy, Burendo, shares how operators can achieve sustainable profitability with learnings from other sectors
Operators who are merging and acquiring other businesses, launching new products or even integrating third-party technologies, can find themselves navigating complex internal processes. It is a complex large-scale challenge. Where M&As are commonplace, brand consolidation can be critical when securing sustainable profitability while planning for higher returns in the future. Within the emerging LatAm and US markets, acquisition remains a key focus. A common issue, regardless of geography, is the challenges presented by outdated or fragmented platforms and systems, a major obstacle in the growth trajectory.
In many cases, fundamental changes in how the organisation functions: its people, processes and technology holds the key to better value, higher profits, operational efficiency and reduced risk. By addressing these complexities with proven experience, technology consultants can support operators to be successful in their strategic initiatives.
Agility in competitive markets
To remain competitive in an ever-changing market, operators must move fast and with agility to refine their offering. A constant eye on retention, acquisition and regulatory changes is paramount to avoid financial impact. Despite this risk, research conducted by Accenture in 2022 found that 95% of B2B and B2C C-level executives believe their customers are changing faster than they can change their business, indicating most operators risk falling behind. This poses the question of how this can be supported.
The value of technology consultancies is in enabling businesses to extract greater value from existing resources through a confident understanding of what good looks like. Bringing external ideas gathered through experience, exemplary resources from process to people, can demonstrate what good looks like. More importantly, it shortens the timeline to achieving real goals in the organisation. Being under resourced or lacking the skills needed across these challenges makes it difficult to gain an overarching perspective particularly within a siloed approach.
At Burendo, we leverage more than 40 years of cross-sector experience. We are not only working with some of the biggest operators in betting and gaming, but partner with other highly regulated industries including finance and healthcare. We have helped operators across many initiatives helping them to realise cost savings or increased revenue in a matter of weeks. We pride ourselves in ensuring we leave a lasting positive impact on the culture, enabling our partners to be empowered to carry on our work.
The retention battle
Many operators are too busy with day-to-day tasks or overwhelmed with where to start when it comes to transformation and building a cutting-edge user experience. An example of the gap between capacity and demand is the rising popularity of in-play betting. During live sports, the speed in which players can find and place their bet is critical. Here, streamlined processes that allow for quick innovation will correlate with customer satisfaction, resulting in higher retention rates.
A fresh perspective for lasting change
A successful approach to optimisation requires taking the challenge and viewing it from an experienced and innovative angle. Our partners truly benefit from best practice and valuable lessons derived from other sectors. Through experience we have found that these challenges are not exclusive to betting & gaming and so the ability to apply these learnings drive success.
Managing complex systems and large volumes of data is a common obstacle. By applying these cross-sector principles through working with technology consultants, operators can gain valuable insight into re-engineering platforms and the skills needed, to meet both current and future demands.
Building exceptional, scalable and adaptable architectures ensures that businesses can continue to grow and evolve as the industry changes. This forward-thinking approach positions operators ahead of the curve, meaning they are poised for success in the years to come and have the agility to address any challenges or opportunities that arise.
Creating lasting change requires more than just solving immediate problems. Our goal for our clients is to maintain high levels of efficiency long after an initial transformation is complete. By empowering teams to implement and sustain improvements, operators can maintain continuous growth and unlock growth worth tens of millions of pounds, far outweighing their cost of delivery.
The focus must now shift to building stronger, more Agile organisations that can adapt to changing market conditions. Sustainable efficiency enables operators to optimise time-to-market, improve platform performance, and manage resources more effectively, creating a foundation for long-term growth.
About Burendo
Founded in 2018 and with offices in Leeds and London, Burendo is an award-winning, consultancy delivering stand-out products and services through technology. We partner with organisations to accelerate organisational value delivery and transform customer experiences.
We are pragmatic thinkers and doers who understand the operational world of organisations and customer demands. We work as a partner to give our clients the latest ideas, tools and techniques to deliver effective results that build long-term value.
For more information, you can visit the Burendo website: www.burendo.com
If you have any questions, please contact Kate Smith, Senior Digital Marketing Executive by email: [email protected]
The post Consolidating brands efficiently to achieve high growth appeared first on European Gaming Industry News.
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