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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Looking beyond Brazil, which LatAm market stands out most right now, and what makes it attractive?
Liam Hoofe, Content Strategist at GameOn
Based on our research for GO Intel, I think Chile is the market to watch out for the most. The size of the opportunity is potentially massive, with the Chilean Senate’s own figures estimating that more than 5 million Chileans are already gambling online.
The demand is definitely there, and broader discussions about a regulatory framework are underway. Our estimates in GO Intel also put channelisation rates at 80% if enforcement and regulation ran smoothly.
The proposed ‘cooling-off’ period for operators already active there is also quite a unique approach, and it will benefit those who approach the market with the right foundations in place.
Of course, as we’ve seen with Brazil, there will no doubt be a lot of public debate around the market, and the tax structure could be complex, but of the three we researched, this one still stands out the most.
Paulina Hovar, Lead Sales Manager LATAM at BGaming
Right now, Mexico and Argentina stand out the most to me.
Mexico has been showing steady growth for a while now. It’s already a fairly mature market with strong operator presence, but there’s still plenty of room to scale. At the same time, one of the main things to watch is the tax situation and how regulation may develop in the future, since that could impact profitability and market dynamics.
Argentina is interesting for a different reason. The market is regulated at the provincial level, so it’s much more decentralized. That creates opportunities because entry can be more flexible, but it also means you need to understand the local landscape and choose partners and regions carefully.
Ramiro Atucha, Board Advisor to Kiron Interactive
Mexico stands out. The size of the market alone makes it attractive, and the current regulation is already acceptable enough for public companies to feel comfortable operating there. It’s also moving toward a more formal framework, so there’s still margin to grow. Beyond Mexico, I’d point to Chile, certain provinces in Argentina, and Colombia. All three have their own dynamics, but they’re markets you can’t ignore right now.
When entering markets that are still evolving from a regulatory perspective, what’s the right balance between moving early and waiting for clarity?
Liam Hoofe, Content Strategist at GameOn
That’s the million-dollar question, and it’s one I’m not sure there is a 100% correct answer to. For me, it’s about building relationships, ensuring you have the right infrastructure in place, and understanding a market before you invest.
Operators and studios that just enter with no understanding of the culture and of the way the regulatory landscape could adapt are putting themselves at risk of failing.
Trying to remain one step ahead of regulation and working alongside the regulators to help the market mature is always going to be a much better approach than just waiting for regulation to come into place and being reactive.
Paulina Hovar, Lead Sales Manager LATAM at BGaming
It depends on how mature the market is.
If the regulatory framework is already clear and established, then the best approach is to operate fully within the licensed model from day one.
But in markets that are still in a gray or transitional stage, where operators are already active, it can make sense to take a more gradual approach. That could mean building partnerships, adapting the product to local needs, and preparing for future regulation before fully committing.
You also have to be very careful about legal and reputational risks. Every market is different, so timing and level of involvement should be assessed on a case-by-case basis.
Ramiro Atucha, Board Advisor to Kiron Interactive
As early as possible, as long as it isn’t illegal or forbidden. That’s the right moment to enter and transition through the regulatory process. Brazil is the clearest example. Sports betting was legalized in 2018, but the full regulatory framework only came in late 2023, with licensed operations starting in 2025. The operators that used those years to attract players, test the market and build name recognition without breaking the law made a real difference. By the time regulation arrived, they were already established.
As markets like Chile, Peru, and Uruguay develop, what will separate the brands that succeed from those that struggle?
Liam Hoofe, Content Strategist at GameOn
The biggest differentiator for me is localisation, and by that, I mean real localisation, not just translating a game into Spanish and calling it a day. This means actually creating products and promotions that speak to local audiences. LatAm is not just some big monolithic market with a one-size-fits-all solution – brands that succeed there are the ones that understand this. The ones who know that a player in Chile is not the same as one in Uruguay or Brazil are going to be the big winners.
On top of that, working closely with regulators and showing genuine concern for players’ well-being in these markets will make a huge difference. It’s not enough anymore to just display simple responsible gambling tools; players want to see it in your actions, and it’s obvious to them which brands really care and which are just ticking boxes.
And finally, local partnerships. Some of the most successful companies we work with are those that really integrate themselves and find local partners that offer genuine insight into communities, and can be leveraged to build trust. This can be achieved in a number of different ways, whether it’s through working with local content creators and influencers or getting involved with local charities and events.
Paulina Hovar, Lead Sales Manager LATAM at BGaming
As markets like Chile, Peru, and Uruguay continue to develop, the following three factors will set successful brands apart from the rest.
First, strong local partnerships. Without people on the ground and a real understanding of how each market works, it’s very difficult to build a sustainable position.
Second, product adaptation. Translation alone is never enough. Companies need proper localization that reflects user behavior, cultural differences, and local audience preferences.
And third, regulatory readiness. The companies that invest early in certification, compliance, and building the right processes will have a major advantage later on. It’s expensive and takes time, but in regulated markets, long-term preparation usually makes the difference between short-term growth and lasting success.
Ramiro Atucha, Board Advisor to Kiron Interactive
Brands that bring international experience and proven competitiveness from other markets, combined with genuine local understanding, will get the best of both worlds. The international background gives you credibility and product depth. The local presence gives you a product that’s actually adapted to how players in that country behave. Neither side works on its own. In Chile, Peru, and Uruguay, the operators who get this combination right are the ones who’ll separate from the pack.
The post LatAm: Beyond Brazil – Chile, Uruguay and Peru’s Regulatory Trajectories appeared first on Americas iGaming & Sports Betting News.
Following his appointment as Chief Product Officer at iGaming software pioneer Tequity, industry veteran Alex Scott outlines his vision for the company’s expanding product suite. With over 20 years of leadership experience, including driving WPT Global to become the world’s second-largest online poker room, he shares his insights on how Tequity’s approach is redefining both the games players enjoy and the way they are distributed.
You have held senior leadership roles at major operators and suppliers. What convinced you to join Tequity, and what are your main priorities as CPO?
Tequity is a business that I’ve admired since I first became aware of it. In that time I’ve heard so many positive things about how the company is able to move very quickly and decisively, while still delivering ultra high quality products for its partners. When I started interviewing for the position and meeting the people involved, that only reinforced the positive impression I had. It was clear to me that this was a company that is at the forefront of innovation in the iGaming space, creating and delivering content that is fresh and exciting.
My priority as CPO is to further accelerate the development of top-quality products that are highly relevant to today’s players. I’m excited to roll up my sleeves and get stuck in – there are so many possibilities!
Tequity recently secured BMM Testlabs certification for its RNG and the first batch of Originals titles. How does that accelerate your product roadmap?
This certification will open up many more potential customers for Tequity, and therefore many more opportunities for businesses to take advantage of Tequity’s services, like our bespoke Exclusives and our top-performing Originals. Operators fighting for market share are always looking for those added-value elements that can set them apart from the competition and our fully brandable, customisable and feature-packed content offers that key point of difference.
It will also enable the studios using our RGS and Publishing solutions to widen their own distribution and reach many more potential customers as well – just another reason to choose our RGS. We have seen the strong demand for our games and solutions from partners all over the world, and we believe that this appetite will be more than matched by operators in the regulated market space.
Finally, it represents s a step towards a wider regulated market expansion which I am excited to be involved in.
Player preferences are moving decisively toward fast-paced, community-driven experiences. How do Tequity’s game divisions cater to this next generation of player engagement?
One of the things that sets Tequity apart is that the company truly understands what the modern generation of players are looking for. They are discovering online casino in a very different way to past generations, and require simpler, easier to understand, more socially-driven content if you want their full attention. Today’s players expect instant gratification and seamless, mobile-first experiences that fit into their fast-paced lifestyles. They also want gameplay to feel like less of a solitary activity and more of a shared event.
Having spent recent months immersed in casino game development for the crypto generation, I’m really looking forward to contributing to these efforts and having an impact of my own.
You will be joining the Tequity team at iGB Live in London next month. What is the key takeaway you want operators and studios to leave with?
As the newest Tequity signing, I’m looking forward to meeting the rest of the team and many of our partners and customers at iGB Live.
Tequity is an extremely fast and capable company that builds high-quality, interesting products at the cutting-edge of the industry. My hope is that operators and studios leave the event understanding our expertise and capabilities. But I also want them to leave with a sense of the enthusiasm and passion that we have for building great games that stand out from the crowd.
The post Q&A with Tequity’s new Chief Product Officer Alex Scott appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Check out our latest Q&A w/ Robert Miller, President, Kiron North America.
Everyone is talking about the opportunity presented to the North American market by the World Cup. Just how big an opportunity do you believe it is? And what is the size of this opportunity for virtual sports?
For live sports betting, the World Cup is one of the biggest opportunities available. It drives significant betting volume, attracts new customers and creates moments of engagement that few sporting events can match. For virtual sports, the opportunity is different. The World Cup can help introduce new players to a broader betting ecosystem, but virtual sports are not dependent on major tournaments to succeed. Their real strength is providing consistent engagement throughout the year. While the tournament creates a short term surge in activity, the long term opportunity lies in offering customers engaging experiences every day, not just during major events.
Events like the World Cup present a huge demand for content from operators. How can virtual sports help operators in North America during these times?
Live matches will always be the centrepiece of the World Cup experience and rightly so. However, operators also need ways to keep customers engaged between matches and throughout the wider tournament journey. Virtual sports complement live betting by providing continuous entertainment and additional touchpoints when there is no live action available. The greatest value comes when virtuals are integrated into a broader engagement strategy that keeps players connected to the platform before, during and after major sporting events.
The North American market has been maturing significantly in the last few years, does a tournament as big as the World Cup showcase the strength of the market? Or highlight the flaws in its set-up?
It does both. The strength of the market is clear in the scale of customer participation and the growing appetite for sports betting experiences. Major tournaments demonstrate just how much demand exists. At the same time, they highlight one of the industry’s biggest challenges: retention. Many operators are highly successful at attracting customers during major events, but maintaining engagement afterwards remains a key focus. Long term success will come from building experiences that keep players engaged throughout the year, not just during peak sporting moments.
North American sports fans have a very different relationship with football compared to European or Latin American audiences. How does that affect the way virtual football products need to be positioned or presented in this market?
Product positioning needs to reflect the realities of the local audience. Football continues to grow in North America, but it does not yet have the same cultural position it enjoys in many other regions. For that reason, virtual football products should focus on accessibility, entertainment and ease of engagement. Players respond to experiences that are intuitive, fast paced and easy to understand. The emphasis should be on delivering continuous action and a compelling user experience rather than relying solely on familiarity with the sport itself.
The World Cup has a jam-packed schedule and the North American sports calendar is one of the most packed in the world. With so much live content available, how do you make the case for virtual sports to operators who believe they already have enough sports action to offer?
The conversation is not about choosing between live sports and virtual sports. The most effective operators recognise that the two can work together. Live sports naturally create periods of inactivity between events, while different player segments engage with content in different ways. Virtual sports fill those gaps and create additional opportunities for interaction. When positioned correctly, they enhance the overall entertainment offering rather than compete with live sports.
When the World Cup has finished, what is the lasting impact on virtual sports in North America and how do providers ensure they do not lose any momentum they have gained?
The lasting impact comes from what operators do with the attention generated during the tournament. Major sporting events create opportunities to introduce new customers to products and experiences they may not have explored previously. Maintaining momentum requires strong operational integration, seamless customer journeys and products that continue to deliver value long after the tournament ends. Providers that focus on year round engagement rather than short term spikes will be best positioned to benefit.
The post How Virtual Sports Can Help Shape The North American Market During and After the World Cup appeared first on Americas iGaming & Sports Betting News.
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