Interviews
Roundtable – Continent 8’s Leaders and Legends
The Continent 8 Leaders and Legends series has been running for several years now, bringing together some of the industry’s biggest names to share their thoughts, insights and experiences on the hottest trends of the moment. The latest Leaders and Legends took place at the KPMG Gibraltar eSummit and saw heavyweights Shay Segev (Chief Executive Officer at DAZN), Joanne Whittaker (Chief Executive Officer at Betfred), Edo Haitin (Chief Executive Officer at Playtech Live) and Vaughan Lewis (Chief Strategy Officer at 888 Holdings) take to the stage to discuss a wide range of topics from the review of the UK Gambling Act to the future of retail in an increasingly digital world.
Moderator:
Micky Swindale – Partner, Global Gaming Team – KPMG
Panellists:
- Edo Haitin – Chief Executive Officer – Playtech Live
- Vaughan Lewis – Chief Strategy Officer – 888 Holdings
- Shay Segev – Chief Executive Officer – DAZN
- Joanne Whittaker – Chief Executive Officer – Betfred
MS: What changes do you expect to see as a result of the UK government’s review of the Gambling Act? What impact might tighter restrictions have on the market and how are you preparing for them?
JW: We just need to know what is coming. The review is hanging over us and we just need to be able to move on as an industry. We are agile, we evolve. We have heard some of the expected changes around slot stake limits, enhanced affordability checks, the levy and so on but until we know exactly what changes are coming, it is hard to properly prepare. Of course, as a business, we are trying to get ready for what is to come. I think initially there was a bit of panic, but we have got passed that now. We had a significant hit on retail when the FOBT legislation came in a few years ago, but we survived that and when I talk to Fred, he always says these legislative changes come in cycles. So, we are watching, we will respond, and I hope that we are given time to implement the technology changes that will be required. But right now, it’s just a case of wait and see.
VL: I think getting the line right as to where gambling tips over from personalisation, enjoyment and the promotion of great products and offers into something that becomes exploitative is the really challenging area that the review of the Gambling Act is trying to address. For us, we just want clarity about what are the standards that we need to meet. Once operators have that clarity, we then back ourselves to be able to provide a great player experience but with high levels of safety and within the standards set. At the moment, we are not clear on what standards we are trying to meet so our hope is that through the review process we get that clarity. Once any changes from the review have been implemented, we can then refocus on delivering the best player experience.
EH: Coming from the provider side, my perspective is perhaps a bit different. I believe that it is in the product to solve issues around responsible gambling and affordability and to deliver the right player experience. This also needs to be done in a way that the regulator can see that the player is doing so within their affordability. So, it is our responsibility as a provider to give our operators the products to do this. On the flip side, and especially as a big provider, I do feel for smaller businesses as the bar for entry into the market is being set even higher. So, regulators should bear in mind that there are companies making their first move that do need clarity and guidance as to what is expected of them.
ML: All jurisdictions, including Gibraltar, are having to quickly adapt to market changes. But what makes Gibraltar such an appealing jurisdiction to companies such as DAZN?
SS: We recently announced that DAZN would be going into betting with the launch of DAZN Bet and that we would be using Gibraltar as the hub for that. Having personally been based in Gibraltar for the last ten years I have found the jurisdiction to be amazing both in terms of the government’s support for the industry and the infrastructure it has provided, as well as the ability to establish a business here. It is also highly respected in terms of its regulatory framework and standards, and the talent that can be accessed here is second to none. This made it a very easy decision for us to set up DAZN Bet in Gibraltar.
MS: As the industry continues to grow, we have seen a real wave of M&A activity crash over the sector. With no sign of these mega deals slowing down, is now the right time for smaller businesses to position themselves for a takeover? And what makes for an attractive acquisition target?
VL: We are not seeing any slowdown in the trend of mega transactions. We have been through multiple waves of M&A and deals just keep getting bigger and bigger. We just closed a £2bn transaction but that now seems relatively small. Just before Christmas, Flutter undertook a £2bn acquisition and didn’t even have an investor call to explain it, it’s kind of like a bolt-on for them now. And then a few weeks ago you have the MGM takeover of LeoVegas, which it called “bite-size”. We are definitely in a new phase of the industry where these huge businesses have been created and significant value has been generated, and that is starting to really drive the M&A cycle.
At the medium and smaller end, we are still seeing a lot of activity. These transactions often have one or more characteristics that they share including unique products and content that you just can’t get elsewhere or that you can’t create quickly enough, market access, media convergence and other attributes that drive outsized value. This is where the future focus of M&A will be.
MS: The big four operators now account for more than 50% of the UK market share, so these companies can leverage the advantages of scale. But what impact does this have on consumer choice?
EH: We are an entertainment business, and the future of entertainment cannot be controlled by big companies. We see today that the biggest entertainers in the world are individuals that pick up their smartphones and cameras and stream videos on YouTube to tens of millions of followers. That makes them the big force in entertainment. I understand why companies undertake M&A and want to drive scale, but will this stop other businesses from entering the industry, I don’t think so. The nature of entertainment is so fluid that what is popular now will be different in five years’ time and we will most likely consume it differently. Once you work with video and content, you really pay attention to this and when we look at the market and what is in front of us, we see our immediate rivals but also those on the sidelines of the industry. Consolidation might block the immediate entry for some companies, but I do not believe that it will block the variety and versatility of the products that are offered to players.
SS: I think we might also see consolidation between industries with new experiences coming in. Where betting and gaming were perhaps seen as unethical just a few years ago, big businesses from outside of the sector are undoubtedly now looking at it. I think the US opening up has changed perceptions, too. For example, ESPN and Disney have indicated they are considering betting as a potential market for them to explore.
MS: The industry is expanding internationally with new jurisdictions embracing licensing and regulation all of the time. But with most taking a state-by-state or province-by-province approach, just how tough is it for operators to be truly global?
VL: If you were to ask all operators and suppliers if you could wave a magic wand and have harmonised rules across the world, I think the vast majority would say that is the dream scenario. It would enable us to really focus on product innovation and development, player protection and ultimately creating a much better consumer experience rather than having to spend time tailoring the platform for each market. We are one of the few operators that have a global, scalable platform that can run in multiple jurisdictions, but we have to tailor that to each market. If you look at the US, the investment we have to put into each state to meet the local tax and disclosure regulations sucks up a lot of time and diverts resources away from other areas that could be much more productive in terms of making great products and really looking after players. The more we can move towards standardised approaches, especially in the area of player protection, the better it will be for all stakeholders.
EH: Any company that wants to enter regulated markets such as the UK really needs to have a strong compliance team in place. This team is not there to scare you but to give you direction when it comes to developing products within the guidelines set. For us, one of the biggest challenges in the US is that we have to create a dedicated studio in each of the states that we enter based on the Wire Act of 1961. At the time I couldn’t understand why we could not just build one studio, but now we are up and running I see it as a good barrier to the competition. Really, you need to embrace regulation and understand the meaning behind it, even if you do not agree with it. For us as a live casino provider business, having to create a studio in each of the states we target is not optimal. But if you can understand the playground you are in and cater to that culture, it is possible to succeed.
MS: In all of our talk about online, are we losing sight of the land-based punter? Is it true that once they have gone online, they will never come back to retail betting?
JW: During Covid, it was a real fear for our business. Our retail shops were forced to close which saw our online business grow significantly but now restrictions have been lifted we have seen retail fully bounce back. We are really pleased with how the high street is performing and we can see that our customers are enjoying the betting shop experience and especially the social element. Long may that continue.
SS: You can’t ignore that betting shops are more part of the past than the future of the industry. I do think there is an opportunity to reinvent the betting shop experience, which some operators are doing with things like self-service betting terminals. There is something there but, clearly, it is not on the rise and consumers are transitioning to digital. That said, there is room to create something synergistic between retail and online.
JW: I agree there will not be new betting shops coming but at the turnover level customers are returning and they want to come to the shop. Our digital business has normalised, but we are in a much stronger position than we were pre-Covid. There is a place for the high street; I believe in SSBT and omnichannel but customers still want to come into the retail environment. We are also seeing this in other territories. In our US business, the retail performance is strong in the casinos where we have partnerships and in South Africa, we have a significant retail presence, too, although it is a very different retail offering with a much bigger footprint with 30-40 tills. I understand the importance of digital, but retail will survive.
VL: As an industry, we do not do a great job of standing up and talking about the value of the products we are selling. Retail is back to where it was post-pandemic because people love it, and they go to the shops because it is a fun thing to do. It is similar to the convergence of media and online, so long as we are providing something of value to consumers then that’s great. I think we should be proud of the service and entertainment we provide and for me, retail betting still provides a huge amount of enjoyment for customers. Betting shops never really went away, they just had to close due to the pandemic and they remain a core part of the industry.
EH: I’m going to take the middle ground here. Retail is back and I think part of the reason why players are enjoying going to betting shops is that it was taken away from them for a long time. But I do agree with Shay that reinventing betting shops is an important thing. This includes self-service and other experiences that will drive people to retail as well as online. As a live provider, we are often asked if we are cannibalising land-based by my answer is always no. We are an extension of the business, and I don’t believe we can really replace the experience of going to a casino.
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Conferences in Europe
Speaking the Player’s Language: Promatic Group’s Take on Game Localization in CEE
The Prague Gaming & TECH Summit 2025 brought together some of the brightest minds in the iGaming and tech industries – and the conversation didn’t stop when the curtains closed. As this year’s General Sponsor through its Promatic Games brand, Promatic Group made a powerful impact on-stage and behind the scenes. In a dynamic keynote presentation titled “Localizing Slot Games: Does the Central European Player Need Localized Content?”, Maciej Makuszewski, iGaming Director, and Luka Oblak, Head of Product Design, explored how cultural nuances shape player engagement and game performance across regional markets.
Now, post-event, we caught up with Maciej Makuszewski to delve deeper into the topic of localization, player behavior, and what makes content truly resonate in Central and Eastern Europe.
Maciej, your keynote at the Summit offered compelling insights into how culture and language affect game engagement. What do you believe is the biggest misconception about localization in the iGaming industry today?
It is that it is enough to hire a translator of a game to deliver localized content. This is not the end of the road – on the contrary – this is just the beginning. This may sound like saying the sun rises in the east, but I still would say there can be a lot more attention paid to giving games a local touch.
But coming back to translations, nowadays, even at this basic level, we can observe so many pitfalls and mistakes that could have been avoided if people really had the player at the core of their strategy. I guess we are past this time in history of globalization that unified products and content simply entered new markets with no tailoring whatsoever and there was demand for them, because there hadn’t been much of a choice of anything else. We’d like to see companies try harder when they enter new markets. I hope we will become one that actually gets the hyperlocalization just right.
You and Luka presented some standout cases on localized content. Could you share one example that truly surprised your team – either by outperforming expectations or revealing a cultural insight you hadn’t anticipated?
I guess that would be the transformation of a simple fruit game launched as Red Hot Jackpot in Poland, into a rich animations theme game it became in Nigeria. The nigerian version of Red Hot Jackpot is called Naija Wheels and it is the exact the same math model and game logic as Red Hot Jackpot, but what makes it appealing to the local customers of slot halls in Nigeria is its hyperlocal theme. Naija Wheels is a funny story of things you see in Lagos traffic. So instead of a Cherry symbol you have a symbol of a police officer. Instead of a plum symbol, you have an okada driver from Lagos etc.
Very different game themes, same logics, same business effects – the game is a great performing slot in Poland and a superb hit in Nigeria.
In your view, what are the non-negotiables when designing localized slot content for Central and Eastern European markets? Are there elements developers often overlook?
There are so many local markets in the CEE that it is really hard to unify this. But in a nutshell – we know in our region, highly volatile fruit themed games are very popular. Having said that, it is not a surfire way to success. You may want to localize the content even further through cultural and humor references.
The ROI of local-branded slots is often debated. Based on Promatic Group’s experience, when does it make strategic and commercial sense to invest in hyper-local content – and when is it better to focus on broader appeal?
It all depends why you do this and how you measure the ROI. If you measure a single game ROI this might be a trap. It will very much depend on the math model and features of the particular game. Apart from revenue stream, there are also costs to be considered. If we’re talking about a “game reskin” then certification will be something you can optimize and so on. There are numerous ways to tackle this issue. Sometimes you can come up with a hyper local game and just launch it somewhere else to test if it works, which will boost your revenue stream and the total ROI. All in all we are very happy with our local approach and we intend to stick to it.
Let’s talk about the future. With shifting player expectations and tech advancements like AI personalization, how do you see the localization strategy evolving over the next 2–3 years at Promatic Group?
I would expect this hyperlocalization becomes a commodity in the industry. This will also require a lot of human factor so that it is done the right way. AI will speed things up, but I believe that the human touch will be key. We already have amazing tools, but using them the right way is what will make a great difference.
The post Speaking the Player’s Language: Promatic Group’s Take on Game Localization in CEE appeared first on European Gaming Industry News.
Compliance Updates
Navigating Legal Frontiers: Nordic Legal’s Vision for the Finnish Gambling Market
The Prague Gaming & TECH Summit 2025 brought together top experts across the iGaming and tech landscape, and Nordic Legal stood out as the event’s Scandinavian Legal Expertise Sponsor. A renowned legal advisory firm in the Nordic region, Nordic Legal continues to shape the future of gambling legislation and compliance in Europe.
In this post-event interview, we caught up with Pekka Ilmivalta, Head of the Finnish Office at Nordic Legal, to dive deeper into the firm’s insights on the upcoming Finnish gambling reform, the legal challenges it poses, and the opportunities it presents for operators preparing to enter the market.
Finland is preparing to launch its regulated gambling sector in January 2026. As an expert with over 20 years of experience in the gambling industry, how do you view its draft legislation and the current state of the Finnish gambling market?
Finns are used to gambling online, and the size of the market is close to 2 billion euros in GGR. As the market share of the national monopoly operator, Veikkaus, has declined to around 50 percent, nearly half of the gambling spending already takes place outside the Finnish regulation. Therefore, the gambling legislation reform is really needed.
The Government Proposal now being dealt with in the Finnish Parliament is generally a comprehensive and a good package. As the political parties are quite unanimous about the need for the reform, I expect the parliamentary discussion to concentrate on the balance between responsibility measures and the features making the market interesting enough for the operators to enter the regulated market. Especially marketing, use of affiliates and bonusing will, and should, be discussed.
I believe that the Parliament will approve the new legislation early next autumn and that the B2C license application process will be able to begin already in January next year.
The Finnish legislative review council has raised concerns about potential increases in gambling harms under the new regulatory framework. What measures do you believe are necessary to mitigate these risks, and how could Finland balance market liberalization with responsible gambling practices?
Personally, I think that gambling harms must be taken seriously. However, as almost half of the Finnish gambling now happens outside the regulated market, I am convinced that succeeding in channelization is a crucial starting point to really mitigate gambling harms. Therefore, attractiveness of the market and measures against the black market are extremely important. Furthermore, self-exclusion and responsible gambling tools are, of course, needed for the players. Generally, I believe that AI assisted monitoring could and will have an important role in preventing harmful gambling in the future. To really work, responsible gambling tools need to be both pragmatic and relevant for each individual player.
Considering Finland’s upcoming gambling reform, what legal and operational challenges should gambling operators be prepared for, particularly regarding compliance and player protection? Which key trends do you see shaping the market’s future?
As it seems now that affiliates and welcome bonuses will be banned, operators will have to find other means to build their brand and acquire customers. Even though traditional marketing and sponsoring are widely acceptable, I would expect to see innovative solutions to stand out from the probable marketing avalanche during the first months after the market opening. Perhaps new kinds of sponsorships or retail activities? Or even enhanced player protection measures to gain a competitive edge?
Overall, I would advise operators to start their market entry preparations early enough. The licensing procedure could take several (6 to 9) months. Also, adjusting to the local technical and player protection requirements might not happen overnight.
What insights could help Finland create a balanced and effective gambling market?
I believe that the new legislation will provide a good enough framework for a functional gambling market. However, based on experiences from Sweden and Denmark, I would point out two practical aspects crucial to making the new legislation effective: First, there needs to be collaboration between licensed operators and the new regulator. Dialogue and a mutual will to find solutions should be the common mindset. Secondly, the regulator hopefully has enough resources (tools, persons and persistence) to interfere with the black-market operations, which will evidently still exist also after the reform.
Nordic Legal has extensive experience advising European governments on regulatory best practices. How can your firm assist operators looking to enter the Finnish market and navigate the evolving legal landscape?
With our deep knowledge of Finnish legislation, extensive experience from regulatory developments in other jurisdictions, and strong industry relationships, we are well-positioned to support operators and B2B suppliers entering the Finnish market. We can offer comprehensive guidance not only on compliance and licensing, but also on navigating strategic challenges, ensuring our clients are well-prepared for a dynamic and shifting legal landscape. Our proactive approach enables us to identify regulatory changes early and help clients stay ahead of industry developments.
The post Navigating Legal Frontiers: Nordic Legal’s Vision for the Finnish Gambling Market appeared first on European Gaming Industry News.
Online casinos are in a race to meet the growing demands of players, but many operators are being left behind. Slow payment systems, high transaction fees, and outdated software are limiting growth and hurting the player experience. But with the right tools, operators can break free from these limitations and create fluid, player-first experiences.
Bar Konson, Chief Business Development Officer at NuxGame, offers solutions that many operators have been waiting for. With NuxGame’s crypto-ready turnkey platform, operators can quickly solve common issues and roll out future-forward digital casinos that appeal to modern players. The crypto market is growing fast, with an expected $5 billion by 2030. Find out in this interview how making the most of crypto can take your casino to the next level and leave competitors behind.
The impact of crypto in iGaming is undeniable. Bar, do you believe Bitcoin is here to stay, or are we just seeing the beginning of a temporary trend?
The truth is, Bitcoin and crypto are here to stay, and it’s not just a “cool new thing” for players. They offer fast transactions, more security, and a level of transparency that players are increasingly looking for. The iGaming scene is modernizing, and those who aren’t adopting crypto solutions are definitely going to fall behind. You don’t want to watch everyone else pass you by.
So how does NuxGame support the crypto trend? What makes your platform stand out in this fast paced environment?
At NuxGame, we’re not simply handing over a crypto solution and calling it a day. We provide a fully integrated crypto casino software solution that supports multiple cryptocurrencies, but more importantly, we’re here for you every step of the way. Our customer service managers understand that each operator has unique priorities, so we work closely with you to make sure that everything works exactly the way you want it. The dashboard shows everything in real-time, while players get quicker transactions and a better overall game. And the best part is that you’re not left alone with the system integration. Our team is always ready to make your operations work exactly how you want.
I know you’ve got a lot of experience with turnkey solutions. What makes NuxGame’s turnkey casino solution a perfect fit for operators looking to add crypto into their business?
The whole idea behind a turnkey casino solution is to give operators everything they need to go live as soon as possible. When you add crypto, that means offering everything from crypto-friendly payment systems to blockchain-backed gaming for transparency and security. But the important part is that it’s not merely about putting a “crypto” label on your website and leaving it at that. We provide full integration with multi-coin support, crypto bonuses, and even real-time analytics. For operators, it’s the peace of mind that comes with knowing that upon making the switch, everything works — and it works fast. No waiting, no stress, just a revenue-boosting crypto experience. And you’ll be seeing profits in no time. Because you’ll get the tools to start engaging players immediately.
Bar, let’s talk about the notable transition from traditional casinos to online. Are operators who come from land-based casinos jumping on the crypto train? How are they adapting?
Absolutely! A lot of traditional operators are taking their first steps into the online scene and realizing crypto’s impact in it all. They already have local brand recognition, and now it’s time to take that trust and build it online. The great thing is, with crypto, they don’t have to worry about those annoying international payment delays or high fees. We help them adapt without the growing pains, offering localization for both payments and content. It’s basically taking what they already know and applying it to the online space: no need to rebuild everything. You’ve got your brand and audience — now let us help you go digital. It’s that easy.
One last thing: with all the changes happening in the iGaming space, especially with the crypto’s growing presence, what do you think operators should be focusing on in 2025?
2025 is all about speed and adaptability. Markets are moving at record pace, and operators who are stuck in the “perfect platform” mentality are going to miss the boat. Players expect fast, secure experiences, and with crypto, that’s what they get. But to keep up, operators need to launch fast, learn fast, and be ready to grow quickly. That means not over-complicating things: you don’t need to build from zero when you’ve got the right tools. With platforms like ours, operators can quickly adapt to trends, integrate new features, and focus on what really matters: delivering a fantastic player experience. The market’s moving, and those who move with it are the ones who win.
The post Exclusive Q&A With Bar Konson, Chief Business Development Officer at NuxGame appeared first on European Gaming Industry News.
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