Interviews

Cheltenham: Next steps for horse racing

Published

4 years ago

March 14, 2022

Reading Time: 6 minutes

Horse racing is one of the oldest activities in the world and the Cheltenham Festival is one of the spiritual homes of the sport. While the meeting is guaranteed to deliver strong engagement rates for UK-facing operators, there’s less interest among sportsbooks further afield in Europe. However, as horse racing continues to grow on the international stage, are European operators missing a trick by not identifying ways to make Cheltenham Festival and other UK meetings appealing to their own audience?

With the festival kicking off this week, European Gaming spoke to experts in the field on how the sport can make an impact internationally and the best practices required to make it relevant to a wider audience, while maintaining its status in the UK.

Alan Casey, CEO of AllSported

Adam Conway, Head of Trading at SIS

Dylan Casey Head of Paid Media, Checkd Media

Huge opportunities abound throughout the festival which brings a great deal of competition. How can horse racing operators make sure they stand out from the crowd during the event?

Dylan Casey: Too many operators allow their messaging to become like wallpaper throughout Cheltenham week. The ones who succeed are those that offer something unique or present their offer in a way that captures the customer’s eye and paid social advertising can allow operators to do just that.

A major advantage of paid social for horse racing operators is the guarantee of eyeballs and the sequencing of the messaging. The control of adverts being seen in a particular order can allow operators to get creative and even allow them to tailor the offer a customer sees based on their behaviour.

When running paid social for partner’s during the festival, we like them to refresh their messaging and offers daily. By tailoring it to certain races, horses or even jockeys, the messaging is always fresh and can help to avoid ad fatigue.

Not all operators will have the flexibility and resources to promote a different offer for each day of the festival. However, even if an operator’s offer isn’t unique enough to stand out, paid social advertising provides them with a huge opportunity to present that offer in a way that will allow them to do so.

Alan Casey: Content is king. Creating a sense of familiarity and comfort is all-important in cross-selling. Time and again, we see that racecards that feature plenty of content, predictions and ratings improve dwell time significantly.

However, even when an operator has this all-important content, how do they balance the integration times with the results? Separate integrations and multiple API feeds can take time and a lot of resources to put in place. It’s true that content is not always the priority compared to revenue-generating add-ons like cashing out, but without the content to engage customers, it’s likely a sportsbook will only get customers who are there to make a specific bet.

As well as that, consistency and balance matters a great deal, operators don’t need to be stand-out price every race, but an operator needs to be competitive in every race in terms of pricing and place terms. An operator can acquire a lot of customers by having the headline offer of the day or week, but it leaves the door open for customers to exploit that offer and leave.

Adam Conway: Aside from the traditional marketing techniques that operators adopt for the week of Cheltenham Festival, such as attractive promotional offers, offering a vast range of markets that are appealing to both existing bettors and newcomers is important. This includes the use of derivatives, which complement classic markets and allows those with little experience of racing betting to get involved.

Through our partnership with RACELAB we can offer the latest in trading technology which can help operators stay ahead of the smart money and offer prices at opportune times that standout from the crowd.

To what extent is there an appetite for UK horse racing outside the UK and Ireland? How does the sport need to adapt to appeal to this audience?

Alan Casey: From a customer perspective, there is a huge appetite, especially with regards to Cheltenham. It’s an easy sell with the best horses, jockeys and trainers on show and there are always magical storylines that capture the public’s imagination around the festival.

The obstacle for international operators is that the sport requires a huge level of expertise to work within it. The time and financial investment necessary to building a team to monitor the landscape is formidable.

The obvious solution is to outsource, but even then, there are pitfalls. It’s possible that an out-of-the-box service will leave an operator open to inaccurate pricing and following the exchanges blindly is dangerous based on liquidity and latency issues. It can be difficult to acquire and retain horse racing customers and even more so if there is no differentiation in the offering.

Operators need to invest in a flexible solution with a great deal of two-way communication. It’s vitally important to be able to react to your own customers’ bets and factor this into pricing. If an operator is reacting to the market alone, that lag will eat away at their bottom line.

Adam Conway: The cultural significance of major UK horse racing meetings means less for international operators and their customers, but there are still opportunities for non-UK sportsbooks to make the most of these events. The betting product needs be optimised differently for markets where there is less racing heritage, otherwise bettors are not going to be as likely to engage. This means promoting certain markets that can be more relevant to them. For instance, derivatives are becoming increasingly popular with international operators, with markets such as match betting and odds vs. evens far easier to understand. Ultimately, these types of markets don’t require as much insight into the sport itself, which encourages a wider audience to engage with the product. Horse racing needs to attract a new generation of bettors, and outside of the UK these kinds of markets are important to this approach.

Of course, establishing an in-house trading team to cover 24/7 racing events can be costly. In addition, the availability of traders that have the specialist knowledge required can be difficult to find in markets where there is a modest racing culture, which means they cannot efficiently manage pricing and risk. Our SIS Trading Services can help operators in these markets by offering them a fully outsourced solution that leaves the entire racing proposition in the hands of our experts.

How can international operators capitalise on UK horse racing meetings like Cheltenham Festival, which are proven to generate strong bettor engagement in its home market? What can domestic operators do to maintain a slice of the action amid such intense competition?

Adam Conway: One of the main challenges that UK operators face during major UK meetings such as the Cheltenham Festival is profitability. Promotions which include offers like extra places paid can impact the overall margins they can make. These sportsbooks require products and tools that can grow business and maximise margins. At SIS, we are working hard to make this possible by enhancing our Trading Services with the addition of next generation trading tools. In partnership with RACELAB, our traders now have the very latest technology advantage, ensuring we can stay ahead of the smart money and produce more intelligent prices. This includes the Odds Engine compilation software, which has the biggest breadth of content and the most sophisticated trader controls and the highest number of priced horses (including all the local pools).

For international bettors from regions where there is less racing heritage, we have found that it has been useful to offer additional levels of support to operators new to the sport. This means increasing the emphasis on those betting markets that are simpler to understand and don’t require specific in-depth racing knowledge. We can offer operators a managed trading service to help them manage their risk.

Alan Casey: A little education goes a long way. A huge number of people that aren’t full-time racing fans flock to bet on Cheltenham every year because of the status it holds. Investing in the right odds and pricing package that includes content as part of the deal can go a long way towards engaging these fans, as well as seasoned ones.

Cheltenham simply lends itself to this kind of content with some captivating narratives every year. Rachael Blackmore and Henry de Bromhead combining throughout last year’s event and taking the festival by storm stands out as a great example. There are always interesting narratives surrounding Ruby Walsh and Willie Mullins as well. It all captures the imagination and if international operators can gain the means to educate their customers on the ins and outs of the sport, they will be on to a winner.

Domestically, it’s about finding the right balance between trading and marketing teams. Consistency is essential in this product offering throughout the week. Single race odds boosts or acquisition offers don’t guarantee you a customer’s wallet for the four days of the festival or even for an entire day. The key is giving customers a choice of races that spreads out the positions more evenly and then helps the operator engage the customer in each race throughout the festival.

How is price latency and odds generation different in horse racing compared to other sports betting activities? What challenges does this present for operators?

Alan Casey: If we take a traditional sport like football, the teamsheets are announced an hour before kick-off and we see the market shifts as a result. Outside of that, there isn’t a lot of other information flowing into the market.

In horse racing however, there is more information in the market and operators are exposed from the minute they put bets up with no set times as to when information will enter the market. Latency issues become far more apparent in horseracing, dealing with large bets can result in loss of margin from a day’s racing. During the final minutes before the off, any latency or speed issue can result in operators being left badly exposed.

With the market constantly flocculating like this, Push APIs that inform operators the instant a price has changed can be invaluable, leaving no time for incorrect pricing on a sportsbook. Mere seconds of inaccurate pricing can be the difference between profit and loss.

Adam Miles Director of Sales DEGEN Studios

Why the Slot Market Needs to Move Beyond the ‘Safe Middle’

Published

53 minutes ago

March 17, 2026

Wladimir P.

why-the-slot-market-needs-to-move-beyond-the-‘safe-middle’

Check out our latest Q&A w/ Adam Miles, Director of Sales, DEGEN Studios

You’ve joined DEGEN as Director of Sales at a key moment for the studio. What drew you to the role?

DEGEN has a very defined identity. It’s not trying to sit in the safe middle of the market, and it’s not trying to be everything to everyone. The games are high-volatility, identity-led and built with a specific player in mind. That makes the commercial proposition much stronger.

In a saturated industry, differentiation isn’t optional. Operators don’t need more generic content. They need studios that understand their audience and can deliver something with character and intent. DEGEN already had that direction, which made the opportunity compelling.

DEGEN positions itself as bold and disruptive. Does that make the sales conversation easier or more challenging?

It makes it clearer. When you have a defined identity, you’re not trying to convince every operator. You’re engaging with those who understand the value of differentiated content and who have player segments that respond to high-volatility, high-impact experiences.

Safe content will always have a place. But there is a significant audience looking for something more intense, more distinctive. Our job commercially is to ensure DEGEN’s portfolio is positioned where it will resonate most.

Transparency around who you are simplifies the conversation, shifting the focus from volume to value.

What are your immediate priorities in the role?

First, strengthening global distribution in a targeted way. It’s not about placing the portfolio everywhere. It’s about aligning with operators and aggregators who understand our positioning and can give the games the right context in their lobbies.

Second, deepening partnerships. We want operators to see DEGEN as a studio with a defined role in their content mix, particularly for high-volatility segments.

Internally, it’s also about feedback. Sales shouldn’t operate in isolation. Performance data, operator insight and market trends need to feed back into roadmap discussions. That loop between commercial and creative teams is essential if you want consistent growth.

DEGEN recently launched the DEGEN Powered initiative. How does that fit into your commercial strategy?

DEGEN Powered expands the conversation beyond individual releases. By partnering with studios like Spin Lab, who share a similar philosophy around player-first, identity-led design, we’re building a broader ecosystem.

It’s not a funding model or a traditional publishing structure; it is a strategic alignment. The studios maintain independence, but the DEGEN Powered banner signals shared values and a commitment to high-impact gameplay.

Commercially, that adds depth. It shows consistency in approach and reinforces the idea that this isn’t a one-off tone, it’s a growing segment of the market.

In such a competitive market, what gives DEGEN a genuine edge?

Most studios will aim for the broadest possible appeal, for DEGEN it’s about audience focus and being intentional. The portfolio is built around clearly defined player behaviours, particularly those who engage with higher volatility and stronger thematic identity.

When you understand who the game is for, your commercial message becomes sharper. Instead of promising universal appeal, you can demonstrate defined appeal backed by performance logic.

Operators are increasingly data-driven. They segment their player bases carefully. When a studio understands that segmentation and builds accordingly, the commercial discussion becomes more credible.

As your role develops, what does success look like for you?

Success is about expanding the brand sustainably. That means entering key markets with the right partners, strengthening our global footprint and ensuring the portfolio performs consistently across different territories.

It’s also about reputation. I want DEGEN to be recognised not just as a creative studio with attitude, but as a reliable commercial partner. A studio that delivers differentiated content and backs it with structured, strategic growth.

If operators associate DEGEN with bold, high-volatility experiences that perform for specific segments, and they trust us to support that with strong partnerships and execution, then we’re on the right path.

Ultimately for me, the role is about scaling the commercial side of the business while protecting what makes DEGEN different.

The post Why the Slot Market Needs to Move Beyond the ‘Safe Middle’ appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Alberto Ruiz-Ocaña Senior Business Development Manager at GLI

Compliance by Design: How Built-In Regulation Accelerates Game Launches

Published

4 days ago

March 13, 2026

Wladimir P.

compliance-by-design:-how-built-in-regulation-accelerates-game-launches

Interview with Alberto Ruiz-Ocaña, Senior Business Development Manager at GLI

Ahead of HIPTHER Prague Summit 2026, we speak with Alberto Ruiz-Ocaña, Senior Business Development Manager at Gaming Laboratories International (GLI®), to explore how embedding compliance directly into the game development lifecycle can dramatically accelerate market entry in today’s increasingly regulated gaming landscape.

Alberto, you will be speaking on the Markets, Expansion & Forward Outlook panel at the Compliance Stage. From your vantage point, how is the role of “compliance by design” evolving as operators and suppliers scale across an increasing number of regulated markets?

Previously, gaming operators and suppliers focused primarily on designing products to meet market demand, and although this remains a vital focus point, when expanding into multiple regulated markets they face challenges dedicating significant time and resources to adapt these products to meet requirements of each individual jurisdiction.

Today, leading operators and suppliers are integrating compliance into the product lifecycle from the beginning. Compliance is no longer treated as a final checkbox, but as a core design principle that shapes workflows and feature decisions. This approach allows teams to scale faster across regulated markets, reduce rework, and empower teams to build games that are both innovative and regulation-ready.

From your experience working with operators and suppliers globally, what are the most common compliance gaps that still delay launches in regulated markets?

In my experience, the most common delays around launches are due to difficulty in understanding the technical requirements defined by the regulators, which can vary directly and in ways that are more nuanced in each jurisdiction. By consulting and engaging with our compliance specialists upfront, it allows teams to clearly define all technical and regulatory prerequisites before applying changes to products. This proactive approach avoids rework and reduces uncertainty, enabling teams to launch faster.

GLI is widely recognized for its pre-compliance and certification services. How does early engagement with testing partners change the speed and efficiency of market entry for new products?

Early engagement with a testing partner is a key accelerator for successful market entry, especially when planning to launch across multiple markets. When GLI is involved at the very beginning, visibility into technical constraints, certification requirements, and market specific expectations are provided. This full life-cycle compliance approach allows operators and suppliers to build strong, scalable platforms, while clearly separating the elements that must be adapted for each jurisdiction.

As regulated markets continue to multiply, how should development teams balance innovation speed with the growing complexity of jurisdiction-specific technical standards?

Consult with GLI early and often. There are more opportunities than ever before, and that is exciting for suppliers. With that also comes the need to be mindful of regulations which can also evolve quickly. Because of our global network, GLI can provide the most up-to-date information available so that suppliers can build their innovative products with compliance in mind right from the beginning of their development process.

Many emerging jurisdictions are introducing new regulatory frameworks. What practical steps should suppliers take today to future-proof their products against evolving compliance requirements?

After testing and certification, it is equally important for suppliers and operators to stay closely connected with GLI. Ongoing collaboration ensures that teams remain informed about regulatory updates, emerging requirements, and market-specific changes before they become obstacles.

Another practical step is to design products using well-established GLI Standard Series as the framework. These industry standards reflect global best practices and provide technical guidelines that suppliers can use during development, helping them align with many regulatory expectations from the start.

When suppliers build their platforms around these widely recognized standards, they create a strong and compliant foundation that already aligns with the majority of regulatory principles. From there, adapting to specific jurisdictional requirements becomes significantly easier and more efficient.

Beyond technical approval, how does strong compliance strategy contribute to long-term commercial success, trust with regulators, and smoother global expansion?

Having a strong compliance strategy is essential to suppliers of all sizes, and utilizing the global GLI network of technical and compliance experts is the best tool in anyone’s toolbox. One of the most meaningful outcomes we hear from clients who tap into our expertise is that, after completing certification, their product is stronger from a quality and reliability perspective. Doing things properly shows trust and quality, which is one of the keys to success.

GLI is the Grand Quality & Compliance Sponsor at HIPTHER Prague Summit 2026. What key conversations are you looking forward to having with operators and suppliers during the event, and where do you see the biggest compliance challenges — and opportunities — emerging next?

I am excited to hear what the other panelists will share, but also very interested in the questions from the public, as we need to know the different points of view of all shareholders in the gaming sector. My main goal is to meet new people and support with our knowledge on any projects they will have moving forward.

The post Compliance by Design: How Built-In Regulation Accelerates Game Launches appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Evoplay

Seasonal Campaigns and Tournaments: Q&A w/ Olga Pronak Head of Key Account Management at Evoplay

Published

6 days ago

March 11, 2026

Wladimir P.

seasonal-campaigns-and-tournaments:-q&a-w/-olga-pronak-head-of-key-account-management-at-evoplay

How are seasonal campaigns and tournament-based mechanics changing the way players engage with slots compared to traditional gameplay?

Right now, we see that tournament mechanics and seasonal campaigns increase player engagement by introducing additional layers of success and rewards. However, we cannot say this with complete certainty yet, as we need more time to observe long-term patterns. Sometimes players simply do not have time to join short promotions, as they are busy with their daily lives. At the same time, running shorter campaigns of around three months gives players multiple chances to compete while maintaining high engagement throughout the promotion.

What makes limited-time events and promotional layers so effective in driving retention and repeat play?

By now, the gaming industry is very familiar with tournaments and, more recently, prize drops. However, in today’s environment, where people are used to receiving new information in short 30-second videos every day, it can become boring for a player to see and play the same things everywhere, even though they enjoy tournaments. A greater number of promotional layers gives players a sense of novelty and fresh engagement.

We saw this in practice with our Big Adventures campaign, which ran in phases featuring Tournaments, Prize Drops, and Wheel of Fortune rather than a single promo. Prize draws were held every three months, offering high-value rewards such as iPhones, alongside in-game rewards and additional chances to win through Tournaments, Prize Drops, and Wheel of Fortune. This mix maintained player activity, built anticipation, and generated extra engagement as players approached the final grand prize, a trip for two to the Maldives. The key value of this approach is that it expands the pool of potential winners, giving more players real opportunities to succeed and stay motivated.

How do competitive elements like leaderboards and rewards reshape player motivation and interaction?

I believe this principle is well known, as it is used everywhere now – in marketing, education, and sports. However, in Tournaments, Prize Drops, or Wheel of Fortune, it may differ slightly, as we see different motivations shaping player interaction and engagement. In Tournaments, we show players their current position and how many additional points they need to earn to reach a prize or move to a higher tier. In Prize Drops or Wheel of Fortune, we show that other players have already won prizes, demonstrating that the rewards are real and that everyone has the same opportunity to win. People like to be part of exclusive groups.

Do you see seasonal ecosystems becoming a standard expectation for slot audiences in the years ahead?

It’s hard to say whether this will remain the standard over the coming years, as the entertainment industry is evolving rapidly, including in iGaming, where innovations driven by AI and other emerging technologies are advancing. We also enjoy experimenting with new tools and implementing bold ideas, including exploring ways to engage players in fresh and unexpected ways. But at least for the next year, I believe this will be one of the most popular approaches.

The post Seasonal Campaigns and Tournaments: Q&A w/ Olga Pronak Head of Key Account Management at Evoplay appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.