Interviews
Roundtable – Thinking Outside the Box with experts from Betsson, Gamingtec and Press Enter
Q: Is the online gambling industry lagging behind others when it comes to UX?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
Although we are seeing substantial improvement, the simple answer is yes, when you compare the industry to other digital industries and their giants like Netflix, Spotify, Amazon – it is clear that these companies invest heavily in differentiating themselves from others in their field, offering customers with the most user-friendly and effective browsing experience. As an industry, our focus has heavily been on the content we release, innovation and adapting to constant change, which can distract our focus on user experience optimisation. It is understandably quite a challenge given that the industry has grown at such a fast pace and we’re often faced with regulatory changes, even impacting the way we can promote games on site, which means that every market has different UX requirements.
Gamingtec – Andrei Beu – Commercial Director
The COVID-19 pandemic shook the very foundations of businesses from different industries, forcing them to adapt to changing times at a much faster pace. More and more businesses realized the importance of building their online presence as the world retreated indoors. We can say that the gambling industry is somewhat more conservative hence lagging behind tech, travel or big data, yet there are certain markets (like EU) which are focusing a lot of attention on UI/UX.
Press Enter – Hampus Eriksson – Chief Product Officer
We are operating in an online industry, estimated to be worth more than $50bn which says to me we are doing something right. The industry is incredibly competitive and in order to acquire and retain players, UX has to be a priority for anyone hoping to drive a successful business and experience substantial growth.
Competition also drives innovation and our industry is renowned for pioneering technology that provides the best UX available. This not only applies to the moment players arrive at the lobby but also the choice of games, easy navigation, player personalisation, but also to more compliant requirements that are in place to ensure player protection. UX is everything and I believe the gambling industry truly thinks about the end to end player journey and what that UX looks like.
There will always be some incredible examples outside of gambling that surprise and impress us, and this is great, because it’s also important to be regularly inspired and learn how we can adapt new technologies to enhance our own industry.
Q: Casino game lobbies have not drastically changed in many years – why is this?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
The focus through the years has very much been around providing players with the best content and engagement before and whilst playing the games. This includes tailored content targeted at specific players based on their preferences, intriguing offers and engaging gamification experiences such as tournaments and missions, often offering massive prize pools. This was always the most effective way in attracting players to browse games, however as markets regulate and marketing becomes more limited, optimisation of your shop window becomes integral in allowing players to find content which they enjoy.
Gamingtec – Andrei Beu – Commercial Director
This is again a matter of the markets we are looking at. The more technically evolved countries have also brought in a better UX and are constantly updating their online gambling offering. We can easily tell the difference between operators active in Africa versus Europe. So lesser tech progress attracts conservativeness.
Press Enter – Hampus Eriksson – Chief Product Officer
At a glance, I can understand how one might think that lobbies have largely stayed the same in terms of format, however there is a lot more going on behind the scenes. Casinos have gone from offering players hundreds of games to thousands of games across multiple verticals. Today, players are provided with all the tools to navigate the lobby, with filtering systems, game categories, etc and operators are now finding ways of using the information they glean from player behaviour to come up with new and interesting ways to present games that the player would enjoy most.
Q: What technologies/solutions are available to help deliver a more personalised experience?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
We are definitely not short of data in our industry, which is the key ingredient to developing a personalized gaming experience. We spend hours on hours every day drilling down on deep dive analysis, with the end goal to deliver the most dedicated user journey. There are also third party companies specializing in content analysis and building personalized frameworks. Apart from this, with the tremendous volume of games on display and influx of new content being released on a daily basis, having a smooth content management system is essential. I would say there should be a balance of a refined game recommendation engine, with the touch of human experience as the ideal approach to achieve this experience, since our industry is constantly evolving, with new game types constantly being innovated by game studios – we need to ensure we are always on top of the current trends.
Gamingtec – Andrei Beu – Commercial Director
There are several tools that have been widely used in the past years to shape the UI/UX and they will keep on having an important role. Yet it’s only natural that designers and developers alike will look into the emerging UX technologies like Voice UI (Amazon Alexa, Google Home, Apple’s Siri and Microsoft’s Cortana), touchless gesture control, AI, VR and others. The industry will need to adapt as the trends show us the users being more and more connected to emerging technology.
Press Enter – Hampus Eriksson – Chief Product Officer
Going back to the previous question about UX, personalisation plays a large part in this. If a client doesn’t feel like they feel valued or that they belong, then they’re not going to want to stick around. An operator can provide the most immersive and thrilling content, but without ensuring personalisation is a priority within their UX ambitions, then it will not be money well spent.
There are a number of technologies available and many of which are easily integrated into iGaming platforms. These can range from extremely advanced solutions using many data points that will subsequently start learning player preferences by recommending games they are likely to enjoy or more simple solutions that allows you to present a range of games to be presented to a group of players qualifying into some set criteria’s.
The implementation of AI has also played a huge factor when it comes to personalisation and has been a hugely valuable tool in driving overall engagement throughout the player journey leading to increased wagering activity and ultimately maximising the lifetime value of each customer.
Q: Why is delivering a personalised experience so important for the player?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
Picture yourself as a person who is opening an online casino page for their first time, all you are presented with is a bunch of game thumbnails, perhaps some important information about the game, as well as the option to filter through the various game offerings and studios. As an average player, this massive selection can be quite overwhelming and often the player will choose a game related to an offer, or one of the first games they see on the page. If one of the first games you enter is an extremely volatile game for instance, as an average player you could deplete your balance instantly and get the opinion that you cannot win. We are building some brilliant content in this industry and there is absolutely something for any type of player, how you guide a player to making their choice of game is key to their perception of playing online.
Gamingtec – Andrei Beu – Commercial Director
Focusing on customers and testing different options is key in determining the most relevant and effective UX for online gambling. Various types of screen resolutions and browsers need to be supported to ensure an equally easy and enjoyable experience for the players. Moreover, operators need to make sure they consider every step users might take to find a game, access help, search and any reasons why they might want to abandon the site/app. The quicker users get to their goal, the more frequently they are likely to return to the same operator.
Q: What opportunities does it present the operator?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
The obvious opportunity is of course a far greater customer engagement and retention. By delivering a personalized experience from a UX point of view, every time a player logs in to their account, they are not seeing a static page, but ideally a fully customized experience. Retention is key in any industry, it is cheaper to retain players than acquire, I believe that the user experience, especially looking ahead, is going to be key in judging site stickiness and brand loyalty. Players are spoilt for choice nowadays, with new brands always being launched, the user journey is more important than ever.
Gamingtec – Andrei Beu – Commercial Director
Personalization is at the heart of a comprehensive customer experience. The benefits of good UI/UX are measurable and research shows us the importance of proper personalization:
- the ROI is likely to increase 5 to 8 times and sales by 10%
- personalized calls to action convert 200% better
- 90% of users are likely to be willing to share their behavioral data if the operator can make their experience faster and easier
Press Enter – Hampus Eriksson – Chief Product Officer
Investing in personalisation is a necessary approach by most operators because without it, it will dramatically reduce the lifetime value of that player. Therefore, the opportunities are all around ensuring the retention of players. I think that Game Recommendation Engines in all their various forms are maturing, and there is a lot of focus and investment going into that. CRM personalisation has also come on leaps and bounds, enabling operators to offer an end to end level of personalisation. This is particularly valuable when we engage with our players via Customer Support and/or Payments. The chat bots are great at taking care of many FAQs, and this undoubtedly expediates many requests on behalf of our players.
However, there will always be situations where players will need a real human interaction to solve a problem. Therefore, I think we have a great opportunity to improve how we respond to these types of enquiry; such as, why do I have to explain my problem to a customer representative and why have they not got the technology and tools to see what my problem is before I start talking to them? The stuck game rounds, spins that didn’t pay out correctly or bonuses that didn’t trigger or release is the type of information buried deep in 3rd party systems and can be accessed if you are guided where to look. I think we can make significant improvements in that area and empower 1st line support more to give help more promptly, rather than start collecting the information from the user to start up the investigation. Furthermore, as an industry we still need to continue to invest into empowerment of our 1st line. This is one of the few chances we get to communicate directly with our players, and you do not get a better opportunity to change a bad experience into a positive one. I am still amazed when I gamble around casinos and need help and still get hit with the same response that I got 10 years ago: “we need to escalate to the relevant department” answers, we need to minimise this to the absolute necessary level.
Q: How do you see casino game lobbies and the way content is pushed to players changing?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
I imagine that lobbies will come more alive with more customization on the user-end. The average shelf-life of a new game is becoming shorter and shorter, given the volume of content coming through, as a result the decay curve of a new game release is also much quicker. Everyone wants that front-page exposure, therefore judging that a game sticks from the beginning is vital. This should tie in with games becoming more feature-rich, which guarantees that they’ll be pushed through in more categories and filtering, thus granting them more exposure. We should aim to move away from static looking lobbies and bring online casino pages to life, really bringing forward the exciting experience and thrill which you experience in-game, before you even open the game.
Gamingtec – Andrei Beu – Commercial Director
Online casino operators generate huge volumes of data on a daily basis, and within this data there are plenty of indicators as to player preferences in each market. Identifying and monitoring trends in each market enables the operators to determine which games/providers they should promote, also allowing them to create bespoke content.
There is a series of factors to consider if you want to really engage with your players as an operator and the change will likely be based on behavioral data as well as emerging tech allowing the operators to provide a unique UI/UX.
Press Enter – Hampus Eriksson – Chief Product Officer
Our industry is constantly innovating and it won’t be long before it’s introducing a much more advanced way of serving the games and marketing information that players want to receive. I also think that for the more casual and recreational player, there might be a slower uptake in any significant changes to the game lobby but who knows – watch this space!
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European Gaming speaks with Wedia Group CEO, Carl-Henrik Tuwezén, about building a modern affiliate and streamer-led marketing group that thinks beyond acquisition.
Can you take us back to Wedia’s founding story: what sparked the idea, and what sets you apart from other affiliate and streamer-led marketing groups?
For me, it all started with a streamer I believed had real potential. I helped him informally at first – how to get better deals, what to prioritise on stream, and a few years later an investment opportunity came up for him. He asked if I wanted to join and I left my role at Videoslots to scale what was, at the time, essentially a small stream into a broader operation. From late 2021 we’ve grown to a core team of 16–17 plus a wider network of writers, streamers and editors, and we run a multi-channel mix across SEO sites, streaming and paid social. What differentiates us is the mindset – we try to manage the full lifecycle of a player. We don’t want to be the affiliate that ranks, sends traffic and disappears. We build reasons for people to come back to the brands we’ve introduced.
You’ve said Wedia focuses on long-term value rather than pure acquisition. What does that look like in practice for operators and providers?
Practically, it means planning retention and reactivation from day one. We will try to agree with partners what happens three months after the first push: what are we doing to re-engage those players? That’s not always an easy conversation as many Affiliate Managers are still measured on acquisition alone, but operators value it. We also leverage social and product ideas to create repeated touchpoints and also build their brand via us. One example is a free-to-play sportsbook concept we trialled; another is running content and campaigns with game and software providers. The point is that we’re not just chasing a keyword win. We want sustained usage of our products and a measurable lift in lifetime value for partners, by being a reliable, good source for players to come back to.
Streamia.io is a big part of that story. What is it, and why is it a game-changer for streamers, providers and operators?
Streamia is a transparent, gamified way for streamers and influencers to start earning, and for providers and operators to activate creators at scale. Streamers pick up “missions” with clear criteria and rewards; as they level up, they earn more while our cut reduces. That alignment matters – we only win if they do, and over time they keep more of the upside. On the provider side we’ve run missions like “stream the new title this week and submit a highlight clip” with the potential for cash or merch rewards. On the operator side we can add performance missions: hit a target this week and unlock a payout. We also give vetted streamers an offer wall – essentially a dynamic link hub that aggregates offers from multiple operators. It’s Geo-IP targeted, so the wall automatically localises to each viewer’s country and surfaces the most relevant operator offers. That lets creators present a mix of brands inside a single stream and convert audiences beyond their home market without manual juggling. It’s simple to start, transparent to grow, and built for repeat collaboration.
You’re entering new territories over the next year. Which regions are you most excited about, and what opportunities or challenges do you see?
We view Streamia through a global lens, with a strong focus on Europe and LATAM – Asia is also on the radar. Across Wedia’s in-house affiliate brands, we typically launch with SEO first, then add streamer activations once there’s traction. Wherever we go, we do it properly: local language, local nuance, local community. The opportunity is clear, creator-led engagement travels well when you respect the market.
When choosing partners, what do you look for in operators and providers, and how do you ensure relationships deliver value on both sides?
We operate a thorough ‘KYC’ process because we want reliable, long-term partners. We also try to be fair on deal setup and very transparent on performance. If a launch underperforms, we don’t wait for a quarterly review – we’re the first to call and ask what we can test, where the funnel drops and what “good” looks like relative to a benchmark. Sometimes it’s a landing-page tweak, sometimes a different creator, sometimes timing. That proactive stance is part of our USP – it’s better for operators and it’s better for us.
Looking ahead to the next couple of years, what’s your vision for Wedia and Streamia?
Affiliation will always reward teams that are quick and light-footed, so we’ll keep that adaptability. For streaming, the ambition is simple: if a brand wants to try or scale streaming, we want them to think of us first, to come to Streamia to connect with creators in a structured, measurable way. And as Wedia Group, we want to be seen as more than a Nordic player. The plan is to add more markets, more depth and more product so we can offer a broader, acquisition and retention-oriented proposition to operators and providers. Ultimately, we’re building products, websites and communities that people enjoy and return to. We care that the players we send genuinely like the experience, not just that they signed up once.
The post Wedia on retention-first affiliation and the rise of Streamia.io appeared first on European Gaming Industry News.
Conferences in Europe
Building the Future of iGaming Business: DSTGAMING on Powering Casinos from Launch to Scale
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DSTGAMING and Digital Marketer John Tan, join us ahead of the European Gaming Congress 2025.
DSTGAMING brings over a decade of expertise in delivering advanced iGaming solutions, and will be supporting this year’s European Gaming Congress as Lanyards Sponsor. Known for its white-label and turnkey casino platforms, custom game development, powerful aggregation, and secure payment solutions, DSTGAMING empowers operators to launch, scale, and succeed with confidence in today’s competitive landscape.
John, DSTGAMING has built a reputation as a trusted iGaming solutions provider. From your perspective, what makes the company stand out in such a crowded industry?
DSTGAMING stands out by combining over a decade of industry expertise with a truly end-to-end portfolio. While many providers specialize in a single area, DSTGAMING integrates platform solutions, aggregation, payment systems, and bespoke development under one umbrella. This holistic approach ensures that operators not only gain access to advanced technology but also benefit from a partner that understands scalability, compliance, and market dynamics across regions.
Many providers offer white label and turnkey solutions. How does DSTGAMING approach these models differently, and how do you see operators deciding which is the right path for them?
DSTGAMING approaches both models with flexibility and operator growth in mind. White-label solutions are designed for newcomers seeking a fast and cost-effective market entry, complete with licensing and operational support. Turnkey solutions, on the other hand, cater to established operators who want greater control over branding, customization, and scalability. By clearly defining the strengths of each pathway, DSTGAMING helps operators choose the model that aligns with their resources, goals, and long-term strategy.
With over 10,000 games integrated from 100+ providers, your aggregator is one of the strongest in the market. How does this scale benefit operators and players alike?
For operators, this scale reduces integration complexity and ensures they can meet diverse player preferences with a single API. For players, it translates into variety and choice, whether they are looking for classic slots, live dealer tables, or innovative new mechanics. The sheer depth and diversity of the portfolio allows operators to maximize engagement and retention while staying competitive in multiple markets.
Beyond ready-made solutions, DSTGAMING also offers custom game development. Could you share how bespoke development enhances brand identity and player engagement for your clients?
Custom development enables operators to stand out in a marketplace where many platforms look similar. By creating games that reflect a brand’s theme, culture, or promotional goals, DSTGAMING helps operators deliver a unique experience that strengthens brand recognition and loyalty. Bespoke games also give operators the opportunity to innovate around player preferences, building stronger engagement through originality.
Secure, seamless payments are vital to iGaming. What are the biggest challenges DSTGAMING solves for operators when it comes to multi-currency and crypto transactions?
Operators often face fragmented payment channels, regulatory complexities, and cross-border transaction hurdles. DSTGAMING addresses these by offering a unified payment gateway that supports multiple fiat currencies and leading cryptocurrencies. The focus is on ensuring fast, reliable, and compliant transactions that reduce player friction while safeguarding operators from risk.
Gamification has become a buzzword in the industry. How do DSTGAMING’s gamification tools, like loyalty programs, mini-games, and missions, translate into measurable retention results?
Gamification tools are built to extend the player lifecycle and drive consistent engagement. Loyalty programs reward repeat activity, missions add a layer of progression, and mini-games offer instant entertainment. Together, these elements encourage players to stay active longer, return more frequently, and increase their lifetime value. The measurable impact for operators is higher retention rates, stronger brand stickiness, and improved revenue sustainability.
Looking ahead, what trends in iGaming solutions excite you most, and how is DSTGAMING preparing to stay ahead of the curve?
Key trends include the rise of localized content, the growing role of cryptocurrencies and blockchain in payments, and the increasing demand for AI-driven personalization. DSTGAMING is actively investing in these areas by expanding its crypto solutions, enhancing data-driven tools for player engagement, and building stronger localization capabilities. The company’s strategy is to anticipate shifts in player behavior and regulation, ensuring operators can adapt quickly and capture new opportunities.
Thank you, John, for sharing DSTGAMING’s perspective on building scalable, innovative iGaming platforms that empower operators worldwide!
Join us at the European Gaming Congress 2025 | 30–31 October | Warsaw
The post Building the Future of iGaming Business: DSTGAMING on Powering Casinos from Launch to Scale appeared first on European Gaming Industry News.
Conferences in Europe
Strategies that Scale: Evoplay’s Alex Malchenko on Cracking the Code of Localised iGaming Success
Alex Malchenko, Head of Sales at Evoplay, joins us for an exclusive conversation ahead of HIPTHER’s European Gaming Congress 2025.
Evoplay, proud Pen & Paper Sponsor of this landmark event, continues to pave the way in iGaming with pioneering content, creative game design, and strategic market expansion.
With over a decade of B2B sales experience, Alex has played a lead role in entering regulated territories, forging new Bingo and Lottery partnerships, and launching fresh business directions – making him the ideal voice to explore insights around localising content for different markets: challenges, nuances, and successful strategies.
Alex, with your background scaling new markets and products, what challenges have you encountered with content localisation in the iGaming space?
When we enter or grow in a new market, we look at its own specifics. In some markets, the main challenge is regulation, whether it’s strict certification rules, requirements on game content and promotions, RTP levels, or even small details like how session time is displayed. That’s why we take time to understand the rules, the culture, and what local players actually want.
One good example is our instant game Penalty Shoot-Out: Street, which we created for Brazil and its strong football culture. The challenges there were both technical and regulatory, since Latin American markets often have very different rules. In some countries, just certifying the game isn’t enough — additional RGS and RNG certificates and official confirmations are also required.
On top of that, we had to make sure the gameplay matched what players expected. With Penalty Shoot-Out: Street, we achieved this by combining fast bets, quick results, a familiar theme and the thrill of every goal, and it worked.
Another case is our Hot Triple Sevens, a worldwide-popular slot, which we’ve refreshed with new mechanics like Hold & Win. Then we re-skinned the game to suit different audiences — for example, American Sevens and Fogo do Brasil 777 — to make them resonate more with local styles and tastes.
When games are built with the right themes and mechanics for a specific market, they feel more engaging and relevant to players, which can significantly boost their appeal. That’s why localisation is something we put thought into every time, learning from experience, working with partners, testing locally and improving as we go.
When it comes to Evoplay approaching localisation for a new market, what are the first strategic frameworks or priorities you put in place?
In short: regulation, communication with partners, and understanding players. When entering a new market, we carefully study all aspects, analyse the situation, and build a strategy. This includes legal, commercial, marketing and financial components, among others. Of course, for a complete picture, we also look at competitors’ experience, talk extensively with local participants, and study players — sometimes launching special campaigns independently, sometimes in collaboration with partners.
In this regard, Evoplay has made significant progress this year, reaching a new level. To support this approach, we also run campaigns that help us better understand players and their preferences. For example, the Oath of Steel campaign with SlotsCalendar, featuring a shared prize pool, invited players to take part and share their feedback, which we looked at thoughtfully. Similarly, we worked on a joint game with SlotCatalog, drawing on insights from their player preference analytics. Initiatives like this give us a better sense of what players enjoy and help us shape our games for different audiences, supporting our broader approach when entering or growing in new markets.
Could you share an example where you had to adapt a game significantly – theme, mechanics, or language – to resonate with local players? What were the specific market nuances you had to tune into?
In our business, every game must meet regulatory requirements, and it’s normal that adapting a game for a specific market requires some extra adjustments. A good example of this is the lottery vertical, which is quite different from standard iGaming. In our business, every game must meet regulatory requirements, and it’s normal that adapting a game for a specific market requires some extra adjustments. A good example of this is the lottery vertical, which is quite different from iGaming. Here, we need to follow particular rules regarding content and promotions, along with other market-specific restrictions.
Other bright examples of our games adapted to local markets include mythology-inspired hits like Temple of Thunder II Bonus Buy and Roman Rule, as well as the previously mentioned American Sevens and Penalty Shoot-Out: Street. These games work well because everything comes together — the theme clicks with players, the visuals fit the concept, and the mechanics are engaging. I’d also highlight the simplicity of the games and their user-friendly UX/UI, which players appreciate no matter the region.
Operating in regulated markets obviously adds complexity. How do you strike the balance between compliance (e.g., legal, cultural mandates) and maintaining the brand’s creative integrity during localisation?
In situations like this, branded games are a good approach. Creating them involves working closely with partners, discussing details such as logos and technical settings like RTP or bet ranges.
At the same time, we like to experiment with small creative touches to see what really clicks with players. A good example is The Easter Catch slot, an updated version of our worldwide popular The Greatest Catch, especially designed for the Easter holidays. Taking this approach keeps the game flexible, meets legal and cultural requirements, and still feels like our brand. Tailoring it for the partner and their audience also makes the game more engaging and usually leads to better performance.
You’ve been instrumental in forging Bingo and Lottery partnerships. How does localisation differ when tailoring for those verticals versus standard casino-style titles?
First of all, I want to emphasise that Bingo and Lottery are quite different from standard iGaming. These are established verticals with their own history, unique communities, and regulatory features. The lottery market is also largely monopolised and moves at a slower pace compared to the fast-moving world of iGaming.
Some online lotteries, while offering more dynamic and engaging experiences than paper versions or traditional online formats, are subject to many restrictions. For example, design themes common in slots are often prohibited, RTP requirements differ, and other regulatory rules apply.
When it comes to trends in this area, the World Lottery Association sets the pace, and other lotteries tend to follow their lead.
Evoplay entered this sector to bring a fresh, innovative perspective, showing how classic games can be reimagined for a new generation of players and enthusiasts seeking new experiences. The projects we’re currently developing here hold great promise and add a fresh spark to this traditional space.
Thank you, Alex, for walking us through Evoplay’s thoughtful approach to content localisation and the art of balancing strategy with respect for local flavor. We can’t wait to hear more from you and other industry leaders live at the European Gaming Congress 2025.
Join us at the European Gaming Congress 2025 | 30–31 October | Warsaw
The post Strategies that Scale: Evoplay’s Alex Malchenko on Cracking the Code of Localised iGaming Success appeared first on European Gaming Industry News.
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