Interviews

Exclusive interview: Betbazar CEO on next-gen demographics

Published

4 years ago

February 25, 2022

Reading Time: 4 minutes

Following on from a hugely successful 2021, which saw tech ecosystem supplier Betbazar capitalise on a surge in interest in Esports and next-gen gaming, we sat down with the company’s CEO, Alex Iaroshenko, to talk through what’s driving the provider’s vision for entertainment.

With plenty of insights on the evolution of next-gen demographics, as well as the latest on European regulation and shifting player preferences, this one’s not to be missed!

Congratulations on a 2021 with plenty of standout achievements being announced previously by us here at European Gaming! Can you talk us through the last 12 months and how that brings the next few months into focus pre-ICE?

The past 12 months have been very exciting for us! Both our team and partners have done an outstanding job in supplying our clients with a wide range of products. I’m very happy to see that our focus and services have evolved beyond our highly successful Esports selection – our ecosystem now encompasses casino, fintech and everything that offers real entertainment.

By creating this Betbazar ecosystem we have been able to better prioritise what we do, our main focus is to continue building our product base across sportsbook, casino and sports games, which sees an incredible combination of casino, fintech and sports merged into one.

We’re also looking at joining the race around bespoke platform services, as I feel this is another significant growth space that offers a wealth of opportunity. In addition to this we’re improving our strategies around KYC and affiliates, allowing both ourselves and our partners to grow.

Betbazar recently announced that it plans to transform what its offer in terms of an ecosystem – with multiple new verticals now stretching beyond sports betting, how does this relate to your vision for the industry in 2022 and beyond?

We believe that the future of the industry is all about meeting the demands of the new generation of player. For us, meeting this demand is all about supplying the right forms of entertainment to them that will engage, excite and ultimately retain them.

Our ecosystem will span multiple verticals – you cannot expect to continue entertainment players with just one standalone product anymore. They demand varied, constant entertainment that cashes out quickly. Effectively we’re catering to the Tik Tok generation who want to jump between multiple forms of entertainment in one evening.

We plan on taking a soft approach to this, easing players from one game to another by offering them something similar to what they initially started with, this way there’s familiarity and they’re not being pushed towards a product they’re not actually interested in.

How do you see the evolution of the casino vertical, given this is now an area you’ll be greatly enhancing your focus? How greatly does the approach to casino differ across emerging European markets?

We’re seeing operators face significant challenges in attracting players in Europe, especially in Central and Eastern regions. Take Ukraine for example, their land-based heritage was viewed negatively for years, and the idea of casino was not considered to part of the social culture. That said, things have started to change since the market has been regulated and big casinos entered the market. Looking at Russia and Kazakhstan, casino is yet to be regulated for online – this will likely change in time.

Looking to this year and the next, I believe emerging markets hold plenty of potential – and with the likes of Georgia and now Ukraine offering plenty of good examples for regulated casino done right. Now it’s key to showcase the benefits of online to jurisdictions yet to regulate and provide products that can suit what regional demographics demand.

From a broad perspective, how can we describe what European casino demographics will be over the next five years? What’s the ideal entertainment environment that needs to be offered by both operator and supplier?

From our perspective, the ideal entertainment environment features high-velocity betting games that offer a combination of casino, social dynamics and gamification such as tournaments. We’re seeing more and more players demand this type of real time, next gen offering that immerses players and makes them feel part of something.

We should expect a future offering that sees players fully immersed in a shared environment that fosters a strong social and community feeling. People want to be in a group, creating a place for gaming that offers a gamified, competition engendered experience (just like video gaming), and that is going to be key for engagement and success over the next decade.

Which verticals do you believe hold the greatest potential over the next five years and how do you see new player interest being created? How much do you see live casino outperforming the likes of slots?

Live casino’s growth trajectory certainly suggests it will continue to grow strongly, it’s a space that’s difficult to disrupt, as you have a number of tier one incumbents that have a hold over the market.

If we’re specifically talking about a new generation and demographic of players, then I think it’s difficult to look beyond Esports. It’s engaging, entertaining and immersive and these new players will be interested in something they were already familiar with, and gaming is one of those things.

Given your extensive experience working across the sports industry with Genius Sports, how will casino evolve alongside sportsbook over the coming years?

In my experience sportsbook has always been a fantastic tool for acquisition in that new players first sign up to place bets on their favourite sports and then move onto casino products, giving them a try. The key is ensuring that product complement each other – without cannibalising spend.

The two need to sit alongside each other and offer different types of entertainment that engages the player whilst still offering something familiar. For example, a fixed odds betting game with a live dealer would appeal to sports fans as they understand the concept.

Ultimately, I don’t think the industry will change much and we’ll have relative stability, the nature of the business has pretty much been the same for the past few years – and will likely continue to be.

Can casino ever come an acquisition tool in its own right given that at present sportsbook usually takes the majority of new sign-ups?

Sports betting will always be one of the major channels for operators to attract new players, and for the majority of markets, this will likely continue to be the same going forward. As mentioned, I believe the key for casino is to create an experience that compliments the sports betting experience, rather than cannibalising the wallet, which results in a shorter customer lifecycle. Of course, there will always be players out there that will give casino a try first ahead of placing a sports bet, but it will always be rarer.

Interviews

Scaling innovation through the launch of Tequity Publishing

Published

4 days ago

January 28, 2026

Wladimir P.

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

Published

2 weeks ago

January 20, 2026

GamingAmericas.com

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.

3 Fortune Trees.

Kendoo interview: Can stability be the new innovation?

Published

2 weeks ago

January 19, 2026

Wladimir P.

kendoo-interview:-can-stability-be-the-new-innovation?

What innovation consists of within the slots industry is often debated. While there are often calls for more groundbreaking features to be introduced, the reality is that the progression of trusted and popular concepts is what drives the industry forward with new releases.

We caught up with the Kendoo’s Commercial Director, Kate Romanenko, to understand more on how long-term retention is often underpinned by controlled evolution of proven concepts, as shown in the company’s success over the past year.

In an industry driven by novelty, why do you think long-term consistency is becoming just as valuable as innovation?

In the competitive iGaming market, everyone is obsessed with “what’s next,” long-term consistency has become a signal of trust. Operators are increasingly cautious: they want games that perform predictably over time, not just those who grow only on launch. Controlled evolution, like we showed with 3 Pots and 4 Pots games, such as 3 Fortune Trees, 3 Gates of Pyramid, 4 Egypt Scarabs etc., proves that you can refresh mechanics and visuals without breaking what already works. Innovation still matters, but when it’s backed by performance data and retention, it becomes scalable, sustainable value rather than short-lived hype.

How does Kendoo ensure technical and gameplay stability across its growing portfolio, especially as it scales into new markets?

At Kendoo, we build on a select set of well-tested core mechanics, evolving them thoughtfully rather than introducing unproven systems. Each game reflects our research, experience, and deep understanding of player needs. This approach lets us expand into new markets without compromising reliability, delivering operators consistent performance and players a smooth, familiar experience they can trust.

What role does reliability play in building strong partnerships with aggregators and platforms?

Reliability is the foundation of trust with aggregators and platforms. When integrations are stable, launches are predictable, and games perform consistently, partners can scale with confidence. For Kendoo, reliability reduces operational friction on their side, fewer incidents, faster rollouts, and clearer performance expectations. Over time, this turns a supplier relationship into a long-term partnership, where growth is planned together rather than driven by constant risk around new releases.

Do you think players are beginning to value dependable, well-balanced games over constant experimentation?

Players enjoy novelty, but they return to games that feel fair, familiar, and well-balanced. Constant experimentation can create friction, while dependable mechanics build confidence and habit. That’s why evolved formats with proven performance tend to retain better: players know what to expect, and that reliability turns curiosity into long-term engagement. For example, taking mechanics like Pots, which originated in land-based casinos, and successfully adapting them for online play.

Can you point to a Kendoo title that’s become a steady performer over time and what that tells you about what players really value?

A clear example is 3 Fortune Trees. Since launch, it has consistently driven strong retention and engagement across markets, with an average of 500 bets per player, which is excellent. The game demonstrates that players value Pots mechanics and reliable, well-balanced gameplay over flashy, one-off features. Its engaging mechanics, popular theme, and premium art and animation all come together to create a game that players love to play.

The post Kendoo interview: Can stability be the new innovation? appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.