Interviews
Cheltenham: Next steps for horse racing
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.
Powered by WPeMatico
No deposit free spins are one of the hottest bonuses in online casinos. Players love them, but some casino operators aren’t so sure.
Are they really valuable, or do they just attract people who never plan to deposit? To get some real insight, we caught up with Paul Puolakka, CMO of Mr. Gamble, to break down the truth behind no deposit free spins and how casinos can use them to their advantage.
Paul’s been in the iGaming industry since 2014, bringing over a decade of experience across major brands like Betsson, ComeOn!, and Ninja Casino. Over the years, he has consulted a range of iGaming companies on everything from affiliate marketing and localization to optimizing sales funnels.
Since 2020, Paul has been active on the affiliate side, running his own successful projects before joining Mr. Gamble, where he has served as CMO for the past two years. His well-rounded expertise gives him a unique perspective on both the operator and affiliate sides of the business.
Paul, no deposit free spins seem risky for casinos. Why should they offer them at all?
Yeah, I get why some casinos are skeptical. Giving away free spins with no deposit sounds like a recipe for attracting players who just grab the bonus and run. Some do, sure. But casinos that dismiss these bonuses are missing the bigger picture.
When a player claims free spins no deposit offers, the casino gets something just as valuable as money: data. They collect the player’s email, name, birthday, and other demographic details. That’s marketing gold. Even if the player doesn’t deposit immediately, a well-structured CRM funnel can bring them back later. So, instead of seeing free spins as a loss, casinos should see them as an investment in long-term customer acquisition.
If these players aren’t depositing upfront, how can casinos turn them into paying customers?
It all comes down to smart retention strategies. Too many casinos focus only on First Time Depositors (FTDs) and ignore long-term potential. Just because someone doesn’t deposit on day one doesn’t mean they won’t deposit later.
Here’s how casinos can convert no deposit players. First, send a special deposit offer a few days after they claim their free spins. Then, give them a VIP loyalty boost to make them feel special. Lastly, use personalized retargeting ads based on their game preferences.
Casinos that overlook CRM and loyalty tactics are throwing away a huge opportunity. The best ones know how to nurture these players and turn them into long-term customers.
Are there certain markets where no deposit free spins work better?
Definitely. We see big success with no deposit casino bonuses in Nordic countries, Canada, and parts of Europe. Players in these regions tend to be more cautious with their money, they want to test a casino first before making a deposit.
Also, in markets with strict advertising regulations, no deposit free spins are a smart way to attract new players. If a casino can’t run aggressive marketing campaigns, offering free spins gives players a reason to check them out organically.
What are the biggest mistakes casinos make with no deposit bonuses?
The biggest mistake? Focusing only on FTDs. Many casinos judge success only by how many players deposit right away. But that’s short-term thinking.
Instead, they should track how well their CRM funnel converts no deposit players, the percentage of these players who deposit later, and how loyalty programs keep them engaged.
Another major mistake is making withdrawal conditions too harsh. If a player wins from free spins but sees impossible wagering requirements, they’ll get frustrated and leave forever. A better approach would be to offer reasonable terms so players stay engaged and are more likely to deposit.
Should casinos rethink how they value no deposit players?
Of course! Too many operators dismiss these players as low value, but that’s the wrong mindset. In such a competitive industry, even getting a player’s contact information is a win.
If casinos invest in a strong CRM strategy, a well-optimized loyalty program, and easy payment methods, they can turn freebie hunters into loyal, depositing players. No deposit bonuses aren’t just giveaways. When used correctly, they’re one of the best acquisition tools.
The post Are No Deposit Free Spins Worth It? A Chat With Paul Puolakka, CMO of Mr. Gamble appeared first on European Gaming Industry News.
Dr. Eyal Loz Chief Product Officer at RubyPlay
Built for the branded reality – RubyPlay’s high velocity approach to the US market
With localisation, speed to market, and cross-state scalability at the heart of its strategy, RubyPlay is proving that relevance—and results—come from understanding both the player and the moment. Dr. Eyal Loz, Chief Product Officer at RubyPlay, discusses the company’s fast growing US presence and how its agile, insight-driven approach is resonating with players and operators alike. From crafting bespoke branded content to rolling out favoured mechanics with modern twists, RubyPlay is positioning itself as a key partner in the evolving iGaming landscape.
Just a few months into RubyPlay’s US journey, how has player response shaped your perception of the market? And how will these insights shape your roadmap going forward?
We see very strong player preferences to games that combine a Hold and Spin mechanic with perceived persistence. We also see that American players respond well to classic themes with a clear modern flavour. None of this was very surprising, as we are very well tuned with the preferences of players in America. The RubyPlay offering was always optimised for American players, and it’s nice to see that our roll out is working so well, as we expected it to.
We also explored a handful of innovative mechanics that are less prevalent in traditional land-based casinos, and we are happy to see that these were also well received.
Titles like Mad Hit® Diamonds and Diamond Explosions 7s® SE are a few of your early standouts. What do you think is making these games click with the US audience compared to other markets?
These two titles are solid performers in all markets, so we had high expectations to see these perform very well with American players. Both these mechanics have all the elements that make for a strong US title – Hold and Spin, perceived persistency, Buy Feature and a solid art package with a classic yet modern feel.
The US iGaming market is unique, not just in regulation, but in how players engage with content. How does your strategy for the US differ from other global regions and how do you maintain global competitiveness while staying locally relevant?
It’s important to remember that top performing mechanics tend to transcend time and space. Hold and Spin mechanics have performed well in almost all markets since they were introduced over 10 years ago. What makes a specific game more relevant to one specific region is the theme and flow of the game. For example, games featuring mahjong tiles will perform well in South East Asia but will not perform to the same level of success in the US. Similarly, games with strong Egyptian themes will not perform in Asia but have a good potential in the US.
RubyPlay’s superpower is in our velocity and adaptability. We are able to identify opportunities with operators to support their brand identity and create specialised bespoke content for them, taking into consideration elements such as the relevance of that theme to the market, and the brand of the operator. We live in a branded reality, and we consider our client’s brand a top priority.
You’ve spoken about empowering brands through strong partnerships. How do you approach collaboration in the US market to ensure both RubyPlay and its partners succeed?
Brands are a lifestyle in the USA. We have to understand this first in order to reach the audience in the way that our US partners take as second nature. By focusing on building high velocity, we are able to create relevant bespoke content for our partners that is unique to their needs.
Velocity is really important because branding opportunities don’t last very long. When a client negotiates a collaboration between their brand and a 3rd party, the deal will always close very late and will not last very long. Our ability to be in tune with the reality of such short deliveries on tight schedules, measured in weeks, not years, has given us a disproportionate advantage.
We have a stronger awareness of special events, whether sports, holidays, or cultural, and our responsiveness allow us to always stay relevant through our portfolio or bespoke content with the timings of such events in mind.
What role does localisation play in your expansion strategy?
Localisation is absolutely crucial. As I mentioned before, the combination of a robust and large variety of game mechanics, combined with the ability to minimise time to market thematically, we are able to always stay relevant to new markets we started operating in. When entering a new market, it’s hard to predict what is going to work, so building velocity, and keeping an open mind is key.
With more states opening up, how is RubyPlay preparing to scale its presence across the country? Any new or upcoming experiences or innovations players and partners can expect this year?
We are well on our way to enter Pennsylvania and West Virginia as we are well aware that US. operators are heavily focused on a cross-state strategy regarding promotions. If we can support this by having the top states, we ensure a stronger and more effective experience for players with branding in mind. After all, markets are one of the most important product features.
Other than that, we are planning to roll out our Awarded Feature with many of our direct clients. This will allow operators to award the Buy Feature for free via a back-office campaign. We saw this can be very effective in branding, retention and acquisition, and allow operators to either award players with the best part of the gaming experience, or up-sell promotions via their CRMs.
I’m very excited to see the impact the Awarded Feature will have with our partners on all areas of their business.
The post Built for the branded reality – RubyPlay’s high velocity approach to the US market appeared first on Gaming and Gambling Industry in the Americas.
Revolutionising Cricket Premier League: Max Sevostianov – COO at Betbazar, shares insights on how AI-Cricket and hyper-local data products are helping Operators engage, convert, and retain players year-round
With the start of the Premier League cricket season in India, what key trends are you seeing in the iGaming industry around this sport?
We’re witnessing explosive demand for faster, more immersive cricket content. Ball-by-ball gaming is really taking off, driven by players who crave real-time action and micro-engagements. This has pushed Operators to double down on mobile-first experiences — speed, accessibility, and UX are everything in this space.
Another standout trend is hyper-localisation. It’s no longer enough to offer cricket content in English — platforms are integrating regional languages, tailoring promotions based on local fandoms, and weaving in fantasy-style formats that resonate deeply with Indian audiences.
Perhaps the biggest shift we’re seeing is strategic: cricket is evolving from a seasonal event to a sustainable, year-round revenue channel. Operators aren’t just riding the IPL wave — they’re building ecosystems around domestic leagues, international fixtures, and even niche formats, ensuring engagement doesn’t drop off after the final.
Do you think the league will trigger a revenue surge for South Asian Operators? What should they focus on to make the most of this opportunity?
Absolutely — the Premier League is essentially Black Friday for cricket in India and the wider South Asian market. It’s the peak of the calendar, where user engagement and volumes skyrocket. But high traffic alone doesn’t guarantee high returns.
To truly capitalize on this opportunity, Operators need robust infrastructure. That means rock-solid uptime, especially during critical moments like the toss or final overs when activity spikes. Fast bet settlements, wide market coverage — from traditional formats to more niche or prop bets — and content that keeps users hooked, like virtuals or eCricket, are all must-haves.
This season, the winners won’t just be those with the most users — they’ll be the ones who can scale seamlessly, automate efficiently, and deliver content that’s as thrilling as the match itself.
What cricket-related products are currently making the biggest impact in the iGaming market?
Three products are really making waves right now.
First, Virtual (AI) and eCricket formats are proving to be game-changers. These always-on experiences keep players engaged even between live matches, maintaining momentum throughout the season and beyond.
Second, high-frequency data feeds are unlocking a new level of interactivity. Instant markets, player props, and ball-by-ball gaming are now the norm, providing users with a dynamic and deeply immersive experience, especially appealing to mobile users who seek fast, responsive gameplay.
Finally, localised and gamified content is crucial. We’re seeing strong traction with fantasy-style elements and UI’s designed specifically for cricket fans. When combined with regional language support and tailored promotions, this kind of personalisation boosts both engagement and long-term retention.
These innovations are driving serious volume — and, more importantly, keeping players coming back.
Betbazar recently launched a new product – AI Cricket. Can you walk us through its key features and what makes it so promising?
AI-Cricket is the latest innovation on Betbazar’s marketplace, and it’s setting a new benchmark for virtual sports. At its core, it delivers 24/7 AI-powered cricket matches with realistic gameplay that mirrors live action — from batting styles to fielding dynamics — all generated by advanced algorithms.
What truly sets AI Cricket apart is its end-to-end automation. Everything from match creation to odds generation is fully automated, allowing Operators to run with minimal overhead and maintain a consistent 8% margin, without the need for manual trading.
On the user side, it’s all about engagement. The product supports fantasy-inspired modes and even customisable avatars, offering a highly immersive experience that feels fresh every time. And because it’s always available, it gives Operators a powerful tool to drive retention, even during downtime in the real-world sports calendar.
So AI-Cricket blends innovation with profitability, making it a standout product for today’s cricket-focused iGaming market.
Сricket coverage in Betbazar’s Live Data Feed is described as unique. How broad is the coverage, and what specific advantages does it offer to operators?
Betbazar’s Live Data Feed offers one of the most comprehensive and operator-friendly cricket solutions in the market today. We’re talking about 15,000+ pre-match and over 9,000 live Cricket & Kabaddi Events, and an additional 10,000+ AI Cricket events each year — a scale that ensures operators can engage users year-round.
But what really sets it apart is the quality behind the quantity. Settlement times for top events are incredibly fast, typically within five minutes after the match, giving players confidence and keeping the gaming process flow smooth.
From a technical perspective, we’ve built it for performance, featuring low-latency updates, a high SLA for reliability, and customisable margins that allow Operators to fine-tune their offerings to suit different markets and risk profiles.
In short, it’s a powerful, high-performance data solution designed to meet the fast-paced demands of modern cricket, enabling operators to stay ahead of the game.
About Betbazar
Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is to build a digital iGaming marketplace that connects creators with operators, accelerating growth through best-in-class products.
The post Betbazar Explores Cricket in iGaming: What Operators Need to Know appeared first on Gaming and Gambling Industry in the Americas.
-
Baltics6 days agoHIPTHER Confirms Exciting Networking Venues and Stage Themes for MARE BALTICUM Gaming & TECH Summit 2025
-
Carey Theil6 days ago
Greyhound Advocates Applaud Oregon Governor Tina Kotek for Signing Historic Internet Betting Ban on Greyhound Races
-
Australia5 days ago
AUSTRAC Announces Expansion of Fintel Alliance
-
Caesars Entertainment5 days ago
OLG Selects Caesars Entertainment as the Service Provider for Windsor Casino
-
AGCO6 days ago
AGCO issues penalties of $151,000 against Great Canadian Entertainment for alleged age verification failures
-
Compliance Updates5 days agoMinimum Deposit Casinos Warns of Sweeping Changes as States Crack Down on Online Sweepstakes Casinos
-
Balkans5 days ago
Enhanced Regional Presence: The Partnership Between SYNOT Games and BET.bg
-
Compliance Updates3 days ago
AOJND and FEDBET to Appoint Expert Task Force to Support ONJN in Combating the Illegal Gambling Market
