Interviews
Non-traditional content roundtable
With younger generations of players now the target audience for operators and suppliers we are seeing an increase in non-traditional content hitting the market, including multiplayer and crash games. European Gaming spoke to a number of providers on the importance of innovating and evolving the casino offering to better suit player preferences.
Nikolay Illiustrov, Head of Games at Playson (NI)
Thomas Smallwood, Marketing Manager at ESA Games (TS)
Ivan Kravchuk, Chief Executive Officer at Evoplay (IK)
Arcangelo Lonoce, Head of Business Development at Habanero (AL)
What makes non-traditional content exciting in a market space where ‘slots are king’ and does this new genre make way for more innovation in iGaming?
NI: We believe that the fact that many younger customers arriving in online casinos are doing so without any prior knowledge of slots, be them online or land based. Whilst this is a challenge, it is also an opportunity for innovation.
Younger generations have grown up not just with different cultural influences but different forms of entertainment, such as mobile games and entertainment apps. Online slots are often a new experience, and it is not clear to them how games like this function. A game’s maths, features and even basic functionality are often alien to them.
To win them over and create longer playing sessions, developers need to provide context that is familiar to this audience. For example, we see lots of attempts to create “mobile-style” slots that relate to mobile games such as Scatter slots or Cluster Pays slots.
TS: I think it is natural that most operators want to appeal to a broader base with the content they offer. We all “consume” content on our mobiles differently than we did a few years ago, so from an acquisition perspective, as well as cross-selling from one vertical to another, non-traditional content gives more opportunities to engage with a different audience and retain those whose tastes are changing.
Non-traditional content gives more opportunity to innovate, but we certainly feel that this innovation is driven by what we see happening within certain demographics or sectors, rather than innovation for innovation’s sake. So, with purpose, non-traditional games like our sports-themed Goal Mine and Basketball Mine which have exciting goal or free-throw rounds, can genuinely attract new players. The same is true of our crash-style games, the format of which allows us to think outside of egaming norms.
IK: Evoplay has established itself as a leader in delivering innovation to the online casino space in many forms. With an aim of reforming the iGaming industry, we lead the way with unparalleled slots and instant games, featuring pioneering concepts that have never been seen on the market before.
Our flagship title, Star Guardians has become the perfect solution for millennial gamers, who now comprise 23% of the wider population. This generation has grown up surrounded by video games and new technologies, and naturally are in search of iGaming experiences that mimic the same excitement as modern products, while providing gambling elements to the play.
Another great example is our recently launched crash game, Goblin Run, with a runner mechanic and competitive spirit making the most of the industry’s obsession with crash-style experiences in recent months. We took a classic framework and introduced aspects of gamification, adding skins, ranks, and chat functions to enhance the social aspect and competitiveness of the experience. These titles alone demonstrate just how far we have come in terms of forcing our way into non-traditional content, and where we are heading on this impressive trajectory.
AL: Looking at the evidence, you can see that non-traditional content has been quite successful in our marketplace. Just look at crash games for example – they appeal to sports punters a lot more than slots do and have seen a meteoric rise this past year, simply due to the fact that they present a fresh idea of interaction and function at a fast pace, with multiple results being delivered in a limited amount of time. This makes them very appealing to players who might not like to spin reels and wait for wins.
I think most of the industry has come to the consensus that we need more non-traditional content, as currently it’s appealing to certain types of players. With that being said, we know that not all non-traditional content has proven successful with slot players. So, whether or not non-traditional content can be used to cross-sell slots, operators would be wise to target segmented demographics – such as those from different verticals.
What are the challenges when creating non-traditional content to ensure it appeals to the target audience?
NI: First and foremost, game design needs a lot of consideration. You need to rip up the rule book and consider options that will appeal to those who are not familiar with classic slots. This takes time, effort and investment and there is no guarantee that you will get it right every time, so it requires patience too. Given that niche solutions can be difficult to scale, you have to accept that there is a strong element of risk involved.
Lastly, and more importantly, you have to consider regulations. When entering a market with new mechanics you can’t be confident from day one about compliance, or how long the new game type will take to obtain all necessary licenses. There are very few overnight successes.
TS: Our lightweight mobile games do appeal to a large audience, therefore perhaps the biggest challenge is a lack of belief in non-traditional content. For example, although we can see in the figures the extent to which our EasySwipe™ games generate new revenue – and even help to increase turnover on sports – it requires the vision on the side of the operator to embrace this.
The flip side is that early adopters will also be able to learn more from the non-traditional content we, and other providers, develop. This intelligence will feed into bespoke content and of course greater power in acquiring a new generation of customers.
IK: If we’re talking about our 3D games, the main complexity lies in the implementation of various innovations in a cross-technology environment. To pull this off, it requires a thorough and fundamental development of every single component of a product. We often meet the challenge of implementing a concept’s design in the backend, while the adaption of our games to mobile platforms also requires a high level of attention to detail, especially in terms of the user interface and experience.
Thanks to our game engine Spinential, we can easily modify our products depending on market peculiarities and regulatory requirements. In addition to this, the engine allows us to add gamification elements to our titles, such as Bonus Buy and Jackpot features, making them even more attractive to audiences and operators.
AL: I can only speak for the non-traditional content we create ourselves, for example the content we produce wouldn’t necessarily appeal to those that want the crash games experience. But they will be presented in a different way from our traditional products. Take our Orbs of Atlantis title for example, the video slot doesn’t feature reels but is a game based on physics – where up to 80 different symbols fall and crash against each other, with adjacent symbols creating wins. This shows you can provide a mathematical model which is quite slot-based but deliver it in a way which appears to be different to slots. It’s important to cater to different demographics that might be more interested in a slightly different experience to the one you find in slots. As far as we are concerned, we ensure that our production follows a strong mathematical model that you generally find in slots.
Creating content that’s less traditional will naturally come with some challenges depending on who you’re targeting. If you want to attract those that like quick results, virtuals or live sports then you must ensure that your non-traditional content speaks to them on a cultural level. It all depends on your demographics and what you have in mind when you created the product. At Habanero, the non-traditional content we create is primarily aimed at slot players, as we have a strong understanding of the experience they’re after.
How do you expect this genre to develop in the near future with player preferences forever evolving?
NI: This genre has already shown promise when it comes to development and meeting player preferences with the advent of crash and multiplayer games. The former cater for players who feel quite comfortable betting but demand a quick and simple format.
Meanwhile, multiplayer games represent a great opportunity of attracting emerging demographics, bringing a social element into games creates an illusion of playing together with millions of other players. This feeling of being part of a community and share a gambling experience has great potential.
Tournaments could be also an example of a multiplayer approach, but not traditional tournament mechanics with a leaderboard and single winner. Instead, they provide a competition between teams where players can communicate with each other and create a more social and engaging experience.
TS: We will continue to produce our sports-themed Mine series, with Tennis Mine being released later in the year and new crash-style games to follow. At the same time, we will look to learn from the end user to see how we can do things better. Our ethos is about being simple, fast and mobile, so providing we do not waver from this we are happy to continue evolving the content we produce.
From a wider viewpoint we are discussing with operators how we can tailor our games to suit their specific markets, so there will be more bespoke content in the future, and bespoke in this sense will mean more than just adding a logo. We feel a degree of localisation is a potential game-changer for non-traditional content.
IK: I am confident that non-traditional content will continue developing and involve more providers as they become inspired by the positive experiences of other industry representatives. While there will always be demand for traditional slot content, the demand for ground-breaking products will only increase as the industry grows, giving developers a huge scope to deliver creativity and innovation.
The main obstacle for other providers is the risk associated with emerging technologies that are still new to them. We have seen this with the HTML5 revolution, and we are seeing it now with innovations like the metaverse. Having spent several years experimenting with solutions and developing our leading game engine, we already know what to expect and how to make the most of this innovation, while others need to start afresh.
AL: It’s hard to say, but the evidence shows that these games are here to stay because they tap into the culture and psychology of key demographics. It won’t take anything away from traditional content, but you can see everyone experimenting with designs that communicate fresh themes and experiences to an audience, whilst working out of a mathematical model that the audience is more familiar with.
Some companies have proven to be very successful and have grown very quickly in this space; this doesn’t seem to be a fad and appears to be something that taps into player culture. If you look at the way the market is evolving, then you will notice that there’s a type of restlessness from stakeholders to deliver different experiences to players.
Look at fishing games in Asia: they have proven tremendously successful in that region but they’re something which might not work elsewhere for a number of reasons. With non-traditional content you always have to consider player experiences which happen outside the realm of gambling and seamlessly combine this with suitable mathematical model – you’ll always need to maintain that gambling core that appeal to the demographics you are speaking to.
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Adam Wilson, CEO at Splash Tech, looks at how operators can best utilise free-to-play (FTP) solutions to drive engagement with their customers.
It is often said that one of the main attractions of sport is the anticipation of the event, even more so than the event itself. How much do FTP games for sportsbooks tap into the buzz around sporting events for fans?
As we saw recently with all the attention paid to Super Bowl in the run-up to the game, people were heavily invested to the extent that even the half-time show became the subject of countless articles in the media and commentary on social channels. Naturally, predicting outcomes for teams and players is a major focus for sports fans worldwide and that is where free-to-play (FTP) games come in for sportsbooks by tapping into the sense of excitement. Combining the lure of free rewards and often big cash prizes with the promise of compelling sporting action definitely creates a perfect storm for marketeers. At Splash Tech, we have the technology and product to create tangible results on the back of pre-game noise, be it in the United States or anywhere else in the world, across all sports.
In terms of technology, across UI/UX, data and other areas, what refinements have you seen that have had a big impact in the way end users interact with FTP games?
Over the years, the FTP vertical has certainly become sophisticated in terms of how slick and engaging games and products are when presented to the end user. The effectiveness of a modern FTP strategy rests on how segmentation is carried out. It is all about rewarding the right user at the right time with the right prize and this is the secret to success.
If we look at dynamic segmentation, player experiences can be tailored to their progress within an operator’s ecosystem. New customers encounter more compelling offers, incentivising initial deposits, while established players experience gamified reward systems, promoting and recognising continued engagement. All incentives are personalised based on player lifetime value, delivering appropriate rewards to each user instantly. By offering players pertinent, timely, and enjoyable games, providers of promotional solutions can significantly boost operator revenue.
You recently struck a deal with Wildz Sports to roll out a series of Daily Predictor and Pick 6 games across a wide range of sports. How do you plan to keep these games fresh and interesting?
Localisation is very important when working with multi-regional partners. You can have the same game types running, but the content has to be tailored to user and regional preferences. With the Wildz Sports deal, we are rolling out game experiences across football, ice hockey, cricket, rugby and all US sports. Naturally, you wouldn’t expect a huge take-up for a cricket-based experience in the United States, but operators have found that it’s a sport that is extremely popular with bettors in other geographies. As such, FTP can play a major role in acquisition and retention in countries and regions that love the sport.
Finally, what is the future direction of FTP games? How can they evolve to become even more seamless and attractive as both acquisition and retention tools?
FTP can and should start at the top of the funnel and follow a user all the way through their journey with a sportsbook or casino. With the data we now have at our disposal, we can trigger real-time game experiences tailored to user preferences, optimised to enhance their loyalty with a brand. Given the diverse preferences of players, a one-size-fits-all approach simply won’t cut it in what is an extremely competitive market. Highly targeted and relevant engagement is crucial for capturing and retaining player attention and neglecting the tools that enable this can be a costly mistake.
The post Splash Tech: How operators can tap into the hype appeared first on European Gaming Industry News.
How does the Atlaslive Platform leverage AI to enhance responsible gaming and player protection as a leading B2B iGaming tech provider?
At Atlaslive, we see AI as a game-changer in responsible gaming, offering smarter, data-driven solutions to protect players while empowering operators. Our platform integrates machine learning tools that continuously analyze player activity, detect early signs of risky behavior, and provide personalized interventions—all while maintaining a seamless gaming experience. The goal is to equip operators with proactive tools that support player well-being without unnecessary friction.
Looking ahead, we’re diving deeper into AI’s potential, exploring more advanced profiling techniques to refine risk assessments and deliver interventions that feel intuitive and effective. The responsible gaming landscape is evolving rapidly, and we’re committed to staying ahead, ensuring our solutions meet market demands and regulatory expectations.
AI is also revolutionizing compliance by automating key processes like KYC verification, real-time player monitoring, and reporting. This not only saves operators time but also strengthens regulatory adherence without adding operational complexity. As AI technology continues to advance, it’s clear that its role in responsible gaming will only grow, creating a safer, more responsible, and ultimately fairer gaming ecosystem where both operators and players benefit.
What AI-driven technologies does the Atlaslive Platform use to detect potentially harmful player behaviors?
The Atlaslive Platform uses real-time behavioral analytics powered by AI to detect patterns that may indicate risky player activity. Our system continuously monitors key behavioral signals, such as sudden increases in deposit frequency or unusually long gaming sessions, helping operators identify potential concerns before they escalate.
We leverage advanced machine learning models to refine these detections, ensuring accuracy and minimizing false positives. However, we also prioritize usability—our AI-driven insights are designed to be clear and actionable, allowing operators to intervene at the right time with minimal disruption. It’s about striking the right balance between cutting-edge technology and practical, real-world solutions that enhance player protection.
What are the opportunities and challenges for suppliers and operators when integrating AI into responsible gaming, player engagement, and operational efficiency?
AI presents significant opportunities for both B2B tech providers and operators in iGaming. On the player engagement side, AI-driven personalization is a game-changer. By analyzing real-time player behavior, AI can recommend games, promotions, or responsible gaming interventions tailored to individual habits. Research shows that AI-powered alerts can be highly effective—over 50% of high-risk players who received targeted warnings adjusted their gambling behavior the same day, with 54% continuing to play more responsibly a week later. This level of personalization not only supports safer gaming but also fosters stronger player loyalty by making interactions more relevant and meaningful.
From an operational perspective, AI enhances efficiency across multiple areas. It automates KYC processes, detects fraud, and streamlines resource allocation. Machine learning models can also identify risk patterns—such as sudden spikes in deposits or extended play sessions—and trigger timely interventions, helping operators act proactively rather than reactively.
However, these benefits come with challenges. Transparency remains a key concern, as players increasingly want clarity on how AI-driven decisions impact them. Studies indicate that over 80% of people have concerns about AI transparency, according to research by Jobin et al. Additionally, navigating evolving regulations, such as the EU’s AI Act, requires operators to ensure their AI tools meet strict standards for fairness, privacy, and accuracy.
Ultimately, while AI is reshaping responsible gaming and operational efficiency, success depends on balancing innovation with compliance and building trust with players. The real challenge lies in leveraging AI’s potential while ensuring ethical, transparent, and player-friendly implementation.
What ethical considerations should iGaming operators keep in mind when implementing AI for responsible gaming?
When it comes to using AI for responsible gaming, operators need to understand that it’s about supporting players, not controlling them. Transparency is very important here, and players should know how AI is being used and feel confident that it’s there to help, not to invade their privacy or manipulate their behavior.
It’s also important to keep the human element in mind. While AI can handle a lot of the heavy lifting, like spotting risky patterns or automating interventions, as I mentioned before, operators should make sure there’s still room for empathy and personalized support when it’s needed. AI should complement human oversight, not replace it entirely.
Another consideration is fairness. AI systems need to be designed and monitored to avoid any unintended biases or outcomes that might negatively impact certain groups. I think it is more about creating tools that genuinely protect players while building trust and a sense of fairness in the gaming environment.
How do you see AI shaping the future at Atlaslive, not just in responsible gaming but across your entire iGaming platform?
AI is set to play an even bigger role at Atlaslive, enhancing multiple aspects of our platform beyond responsible gaming. One of the most exciting areas is real-time odds optimization — AI’s ability to process vast amounts of data instantly allows us to adjust odds dynamically based on live events. This makes betting faster, smarter, and more responsive, ensuring that operators can offer the most competitive and accurate odds at any moment.
Another major focus is automated customer care. AI-powered support systems can efficiently handle player queries, from setting limits to finding specific games or resolving account issues. By streamlining these interactions, AI ensures that customer service is not only faster but also more personalized, creating a smoother user experience.
We’re also exploring AI-driven content personalization. By analyzing player preferences and behavioral patterns, AI can recommend games, bonuses, and features that feel uniquely tailored to each user. This level of customization keeps engagement high and makes every interaction on the platform more relevant and immersive.
Ultimately, AI is helping us refine and elevate every part of the iGaming experience, from betting mechanics to customer engagement and operational efficiency. As technology continues to evolve, its role in optimizing both player satisfaction and operator performance will only grow.
About Atlaslive
Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.
The post The Future of Responsible Gaming: AI’s Role in Player Protection – Atlaslive’s View appeared first on European Gaming Industry News.
2024 was your debut year with Xanada Investments. Looking back, what are the key highlights or moments that defined this first year for the fund?
2024 marked the beginning of an ambitious journey for Xanada Investments – a year where we laid a strong foundation for what’s to come. While the real work lies ahead, I can confidently say that we’ve set the stage.
The highlight was undoubtedly our successful allocation of $9 million across 8 impactful projects, selected from a pool of 350 submissions. Each startup impressed us with its scalability, strong team, and ability to deliver real results – qualities we value as the cornerstone of every successful partnership.
Another defining moment was the debut of the Xanada Startup Contest. It was a platform not just to identify potential investments. We actively participated in major industry events like iGB LaunchPad, SiGMA Pitch, and SBC First Pitch – events we couldn’t pass up. As a newcomer, we not only made our presence known but also earned recognition, securing awards and forging valuable connections.
Beyond numbers, the year was about building a community – a network of partners, founders, and investors who believe in driving transformative change.This is just the start of an exciting journey.
What inspired you to launch the Xanada Startup Contest, and how would you evaluate its impact in 2024?
It’s no secret that many startups are in need of investment. But the real question is, do they have the expertise, networks, and strategic foundation to actually make that investment work? This was one of the key insights that led us to create the Xanada Startup Contest. It wasn’t about running a competition with just a single winner; it was about creating a transparent process: a live showcase of how startups grow, pivot, and adapt in real-time.
Too often, what happens behind the scenes stays hidden, but we wanted to change that. The results speak for themselves. With 250 applications pouring in, representing a diverse range of ideas from around the globe, we witnessed firsthand the depth of creativity within the startup ecosystem. And through a rigorous selection process, we identified and elevated one standout winner – FTDx. The real impact of the contest lies in its ability to challenge founders to think bigger and execute better. That’s what makes the Xanada Startup Contest more than just a competition.
Many associate investment funds with slow decision-making processes. Yet Xanada Investments has been incredibly dynamic. What’s your secret to keeping up this pace in the previous year?
The secret lies in creating frameworks that balance precision with speed. We’ve developed rigorous evaluation processes that combine both quantitative and qualitative metrics to assess startups effectively without losing momentum.
But beyond frameworks, it’s about having a team with the right mindset. At Xanada Investments, we embrace adaptability and foster collaboration. Our team operates with the energy and agility of a startup, and that allows us to move quickly, even in an industry often seen as traditional and slow.
You partnered with 8 startups this year. What caught your attention in these projects, and what’s your strategy for picking the “perfect match” for Xanada Investments?
At Xanada Investments, our focus has always been on backing projects that bring something unique to the table. What sets us apart is not just what we look for, but how we see it. For us, it starts with the people – the founders. Their vision, resilience, and ability to execute are what capture our attention first. These are individuals who truly understand their markets, are ready to pivot when challenges arise, and have the determination to turn ideas into reality.
Among the projects we’ve backed this year, Promofy is revolutionizing user retention with AI-driven gamification, delivering personalized engagement at scale. Gamixter is helping operators optimize player interaction with real-time engagement tools, creating more immersive gaming experiences. Bettorify, focused on the rapidly growing Asian market, provides localized white-label and turnkey solutions, enabling operators to navigate regional complexities with ease.
These are just a few examples of the startups we support. Each project we invest in plays a role in building a stronger, more dynamic iGaming landscape. And we’re only getting started.
With 11 award nominations and 2 wins already, success is clearly part of Xanada’s DNA. But how do you define success beyond the numbers?
For us, success isn’t measured by the number of awards. Of course, we are talking about financial returns, about impact, although we deeply appreciate the recognition – it’s always rewarding to see our efforts acknowledged on such a level. These awards are proof that we’re on the right track, but they are only part of the story.
But are we helping startups achieve their goals? Are we setting new benchmarks in the iGaming industry? The true measure of success lies in the growth of the projects we support and the people behind them. When we see startups flourishing, scaling their businesses, and turning ideas into impactful solutions, that’s the ultimate reward.
Another key indicator of success for us is the relationships we cultivate. When founders and partners come to see Xanada Investments not as just an investor but as a trusted collaborator and ally, we know we’re doing something right. These connections, built on trust and mutual ambition, are the foundation of our ecosystem.
What does the future hold for Xanada Investments in 2025? Are there any ambitious goals or projects you can share with us?
2025 is about scaling powerful results. We plan to invest in 10–12 new startups, focusing on projects with strong business fundamentals, exceptional teams, and clear strategies for growth. Our approach prioritizes opportunities with a targeted IRR of 25–40% and a MOIC of 3–5x, ensuring every investment aligns with our commitment to sustainable, measurable returns.
We’re taking the Xanada Startup Contest to the next level this year. Xanada Investments is expanding its reach and updating the evaluation process to attract a wider range of participants from diverse industries and markets. To ensure the best selection, we’re involving not only our team but also top industry experts to evaluate the entries. This will help us find and support the most promising ideas out there. With more transparency and live engagement, you’ll have the chance to see and hear these groundbreaking ideas in action. Stay tuned, big things are on the horizon!
Xanada Investments is also focused on strengthening our internal capabilities. A key priority for 2025 is to grow our team by bringing in top talent, including a dedicated analyst, to refine our data-driven approach to startup evaluation. We want to be a partner that equips startups with the tools, mentorship, and connections they need to succeed. The road ahead is ambitious, but we’re ready to seize the opportunities 2025 has in store.
The post XANADA’S BREAKTHROUGH YEAR AND THE ROAD AHEAD appeared first on European Gaming Industry News.
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