Interviews
Thanos Marinos (MD Greece at Betsson Group) explains Betsson’s strategy in Greece
Today we also sat down with Athanasios-Thanos Marinos – MD Greece at Betsson Group, and talked about the Greek gambling industry.
Betsson has been active in the Greek market for 12 months now. Has the market performed in line with expectations?
We launched Betsson in Greece on 11 June, 2021, and since then we have gained incredible traction in the market. This is because we have leveraged the tremendous experience we have gained in other jurisdictions and used it to deliver a superior player experience in Greece. This includes providing players with access to a wide range of casino games and a compelling sportsbook product, underpinned by award-winning customer support. This has enabled us to gain a significant share of the market in a short space of time and this is something we will now build on as we continue to improve the product and experience we offer to players in Greece, and as the market continues to mature and grow.
What drew Betsson to Greece in the first place?
Greece is one of the largest markets in Europe, so it was a natural step for Betsson to apply for a licence from the Hellenic Gaming Commission when it moved to a regulated model in 2021. To not only secure this licence but to be the first operator to do so was an incredibly proud moment for us and is evidence of our position as a leading regulated markets operator. Today, we hold licences in 19 jurisdictions around the world with an ambitious strategy to enter even more regulated markets over the coming months and years.
What are the key challenges faced when entering a newly regulated market? How are these challenges overcome?
There are always plenty of challenges faced when entering new markets and this is why it is incredibly important to carry out thorough research before applying for a licence. Operators must understand what players are looking for from an online casino and/or sportsbook and then determine whether they are able to offer this or not while being fully compliant with the regulations in place. This research also helps when it comes to localisation and understanding what it will take to not only compete with but stand out from other brands in the market.
Understanding the regulations is also a must. This is the only way to ensure that the licensing process is smooth and seamless, and that time is not lost going back and forth with the regulator over issues that can be avoided by simply following the rules that are in place. It must be said that the Hellenic Gaming Commission was incredibly professional in this regard and went to great lengths to support operators throughout the process while also ensuring its standards were being met and that players were protected.
Of course, we had to make sure that we had the necessary resources and infrastructure in place to overcome any challenges faced – from regulation to tax to compliance – in order to secure our Greek licence and successfully enter the market.
The market is growing quickly. What is driving this growth and what role is Betsson playing in this?
The market is growing incredibly quickly, and we expect this to continue for several years to come. This will be driven by more players becoming aware that online sportsbook and casino is legal and regulated, and available to them. This will see many consumers shift away from playing at land-based venues to playing on their laptops, tablets and smartphones. We plan to spearhead this growth by continuing to deliver a superior experience to our players.
What player trends are emerging? How do these preferences compare to other regulated markets in Europe?
Due to the pandemic and the lack of sporting events we saw an uptick in online casino play and also in the popularity of virtuals. While the return of sports has seen many players transition back, virtual games and in-play are still incredibly popular across both sports betting and casino. What’s more, mobile is very much the dominant channel of play, and we are capturing a huge share of the mobile market in Greece and right across Europe thanks to the Betsson Native Mobile App which has won several industry awards.
Is live casino popular with players? If so, what makes it so popular?
Live casino is actually one of the best performing verticals in Greece, both for Betsson and the wider market. That is why we have partnered with innovative live dealer providers who continue to launch new games and features that ensure our players can enjoy the most engaging and entertaining live experience with Betsson. In terms of what makes it so popular, it is the combination of the thrilling gameplay, the authentic casino environment and the interaction with the dealer and other players.
How have you localised your brands for the Greek market?
Localisation is absolutely key in Greece. We are competing with retail brands that have been active in the market for more than a decade and know exactly what players are looking for. For Betsson, we are firm believers that a one-size-fits-all approach is very much a thing of the past and that is why we see localisation as an ongoing task with us always looking at new ways of offering a more personalised player experience.
Of course, it is just as important to gain brand awareness and engage with players and to do that we have rolled out a number of marketing initiatives. This includes sponsoring the SuperLeague2, which was renamed the Betsson SuperLeague2. The goal here was to be present at all of the 32 football grounds in Greece rather than just supporting one or two of the big teams.
Other sponsorship agreements entered include the Rally Acropolis WRC and the International Cycling Tour of Greece. These agreements around high-profile sporting events allow us to generate brand awareness both locally and internationally, so they deliver huge value.
What will the Greek market look like in another 12 months’ time?
It will look a lot more competitive, that’s for sure. We expect to see more operators enter the market over the next 12 months and that will undoubtedly lead to some level of consolidation. The market itself will grow and evolve and we expect the Hellenic Gaming Commission to roll out several important initiatives that will help the land-based sector develop and become more involved with the online market.
Is Betsson committed to Greece for the long term? What plans do you have for the market?
Betsson is here to stay, and we have high expectations for the Greek market. We are a challenger brand right now but very soon, with hard work and commitment, we plan to become one of the top brands in the country. We have even opened a tech hub in Athens and have a number of Betssonites working in Greece to ensure that we really understand the market and what players are looking for. There is no better way of doing this than having boots on the ground.
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Conferences
From B2C Scale to B2B Stability: Kanggiten’s Real-World Lessons in Platform Resilience
Interview with Ivan Korkin, Head of Account Management at Kanggiten
After his successful participation at the HIPTHER Prague Summit 2026, we speak with Ivan Korkin, Head of Account Management at Kanggiten, to explore how real-world B2C operational experience can strengthen B2B platform stability in today’s high-demand iGaming environment — and why resilience, real-time monitoring, and proactive infrastructure design are becoming critical competitive differentiators.
Ivan, your discussion at HIPTHER Prague Summit focused on applying high-volume B2C operational lessons to B2B platform stability. From your perspective, what are the most overlooked insights that B2B providers can learn from real-world B2C environments?
The most overlooked insight is that B2B and B2C platforms do not require fundamentally different security and operational standards. In reality, the B2C experience differs mainly on the client side; the underlying security protocols needed to combat fraudsters, hackers, and bonus hunters remain exactly the same.
When designing platform architecture for long-term reliability, which core principles matter most today – and how has your approach evolved as traffic volumes and player expectations continue to rise?
The foundational principle is ensuring the platform is “Modular by Design”. Monolithic systems are simply too rigid for modern scaling. At Kanggiten, our platform is built from independent modules that communicate either through a shared data channel or via APIs. This ensures that if one module, like a tournament or bonus engine, gets overloaded, it does not bring down the entire platform; core functions like payments remain fully operational. This approach, called “graceful degradation,” keeps the platform reliable under pressure. Additionally, as expectations have risen, our approach has evolved to include self-healing capabilities, automatically restoring needed instances if a hardware failure occurs.
System resilience under load is a growing concern across the industry. What practical strategies should operators and suppliers implement to ensure performance remains consistent during peak demand moments?
Operators must utilize systems built for fast, automatic scaling without human intervention. When data volume grows, the platform should simply add more hardware on the fly. From a data hygiene perspective, peak loads often cause statistics to lag or duplicate. We prevent this by utilizing specialized columnar databases that scale horizontally for heavy analytical workloads. If a technical glitch sends the same data twice, our system recognizes it and refuses to double-count. Finally, resilience requires full system redundancy to achieve 99.9% uptime, ensuring there is zero single point of failure and that live database backups are hosted in physically separate data centers.
Kanggiten places strong emphasis on real-time analytics and monitoring. How do real-time metrics function as early-warning systems in modern iGaming infrastructure, and what signals should teams be watching most closely?
Real-time metrics are critical for identifying anomalies and root causes instantly. Many operators focus solely on technical metrics, but we closely watch business metrics like user registrations, deposits, bonus activations, and critical user chains. A server might appear healthy on a backend dashboard, but a sudden drop in these business metrics serves as an early-warning signal that issues are occurring on the user journey. Tracking these in real time prevents isolated technical glitches from turning into massive revenue losses.
Many teams still operate in reactive mode when incidents occur. What does a truly proactive issue-detection framework look like in 2026, and what cultural or technical shifts are required to get there?
A proactive framework utilizes dynamic product alerts and retrospective data analysis. Instead of waiting for a system crash, our alerting system compares the current volume of events against historical data—such as traffic from three weeks ago—to automatically determine if current metrics are normal or if human intervention is needed. Culturally, moving away from reactive firefighting requires a commitment to continuous testing; we run automated tests, manual checks, and cloud-based load testing before any code ever reaches production.
Looking ahead, as modular and full-stack platforms continue to evolve, what should operators prioritize now to ensure their infrastructure remains secure, scalable, and future-ready over the next three to five years?
Operators must prioritize a “provider-agnostic” approach to their infrastructure. Over the next few years, the ability to rapidly adapt to changing regulations and execute seamless, disruption-free migrations between cloud providers will be paramount. Security must also remain a top priority; operators should demand infrastructure that holds the highest-level PCI DSS certification (Level 1 v4.0) , where card data is encrypted with strong algorithms and in-transit data is secured using Sectigo and Google SSL certificates over TLS 1.2 or higher.
Kanggiten was the Silver Sponsor and Badge & Bracelet Sponsor at HIPTHER Prague Summit 2026. What key conversations did you have with operators and partners during the event, and what should the industry be watching next from your team?
We were delighted to speak with ambitious operators who demand speed, control, and performance without the bureaucracy of traditional platforms. We always want to discuss how our modular ecosystem allows businesses to launch in weeks, not months, and scale reliably under any load. As for what’s next, the industry should watch how Kanggiten continues to merge premium B2C conversion tactics with robust B2B infrastructure, delivering technology engineered specifically for measurable revenue growth and uncompromising stability.
The post From B2C Scale to B2B Stability: Kanggiten’s Real-World Lessons in Platform Resilience appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Enjoy
Hybrid Live Casino: Where table trust meets slot‑style engagement
As the lines between gaming verticals continue to blur, operators are rethinking how live casino content earns player attention and time on site. A new category, Hybrid Live Casino, is emerging at this intersection, blending the trust and clarity of presenter‑led table games with the spectacle, progression, and feature‑driven energy traditionally associated with RNG mechanics.
One of the clearest expressions of this shift can be seen in ENJOY Gaming’s newest release Energy Roulette, which maintains the familiar cadence of classic roulette while introducing multi‑stage engagement moments, including a feature-rich, slot-style hold and win bonus round, that feel native to the live environment rather than added on.
ENJOY Gaming’s Director of Account Management, Dimokratis Papadimos, discusses the evolution of player behaviour, the commercial opportunity behind Hybrid Live formats, and what it takes for suppliers to design experiences that feel cohesive rather than gimmick‑driven.
How has player behaviour evolved in recent years, particularly in terms of crossover between slots and live casino?
Player behaviour has become far more fluid. Historically, players tended to stay within a single vertical, but that distinction is fading. Today’s player is less concerned with product categories and more focused on the quality of the experience, including the entertainment value, volatility, and engagement. What we’re seeing is a growing overlap between slot and live audiences. Slot players are increasingly exploring live environments, but they bring their expectations with them. They’re looking for feature-driven gameplay, bigger moments, and a sense of progression. At the same time, live players are becoming more open to formats that introduce additional layers of excitement beyond the traditional table experience. This convergence is creating a new type of player who expects the best elements of both worlds, rather than choosing between them.
Slots and live casino have traditionally been treated as distinct verticals. Why do you believe those boundaries are becoming less relevant today?
The distinction was largely shaped by technology and distribution. Slots were built around individual, fast-paced sessions with strong mechanics, while live casino focused on authenticity, trust, and social interaction. But those technical limitations no longer apply in the same way. Streaming quality, UI design, and game engines have evolved to the point where you can begin to blend these experiences seamlessly. More importantly, player expectations have shifted. Players don’t think in terms of “slots” or “live” – they think in terms of entertainment. If a product delivers engagement, transparency, and excitement, the underlying category becomes secondary. As a result, the traditional boundaries are no longer a constraint; they’re an opportunity.
How would you define Hybrid Live, and what makes it more than just adding features to a traditional live game?
Hybrid Live is not about layering mechanics on top of an existing product – it’s about designing a new experience from the ground up that integrates the strengths of both verticals. At its core, Hybrid Live combines three elements: the trust and presence of a live host, the structural clarity of a table game, and the engagement mechanics typically associated with slots. The key is balance. If the feature feels disconnected from the live experience, it loses credibility. If it’s too subtle, it doesn’t add value. A true hybrid is cohesive. The mechanics, pacing, and presentation are all aligned so that the experience feels natural rather than engineered. That’s what differentiates it from simple feature add-ons.
Hold & Win has been a cornerstone mechanic within slots. What are the key challenges and opportunities when adapting a mechanic like this into a presenter-led live format?
Hold & Win has proven to be highly effective within slot games by creating anticipation and a sense of progression, but translating that to a live environment requires careful design. The biggest challenge is preserving the integrity of the live experience. Players need to feel that the game remains transparent and presenter-led, rather than dominated by a feature that could feel detached or overly complex. Timing is also critical. In slots, everything is immediate. In live, pacing must work both for the player triggering the feature and the wider audience watching. The opportunity, however, is significant. When adapted correctly, Hold & Win introduces a multi-stage win journey into live casino – a concept that has traditionally been missing. It transforms a single outcome into an event, building tension and engagement over time. This is where formats like Energy Roulette demonstrate the potential: the base game remains familiar, but the moment of a win becomes more immersive and dynamic.
From an operator perspective, what commercial advantages can hybrid live formats offer in terms of engagement, cross-sell, and differentiation?
Hybrid formats open up several commercial advantages. First, they naturally support cross-sell by appealing to both slot and live audiences within a single product. This reduces friction for players who may be hesitant to switch verticals. Second, they tend to drive deeper engagement. Feature-based gameplay introduces longer session times and more memorable moments, which can positively impact retention. Finally, there is a clear differentiation benefit. The live casino space is highly competitive, and many products follow similar structures. Hybrid Live allows operators to offer something distinctive without moving away from trusted formats like roulette or blackjack. It’s not about replacing existing products – it’s about expanding the portfolio with experiences that stand out.
Do you see Hybrid Live as a short-term innovation cycle, or part of a longer-term evolution in how live casino is designed and consumed? Where does ENJOY see this category developing over the next few years?
This is part of a longer-term structural evolution rather than a short-term trend. The convergence across verticals is driven by player expectations, which will continue to evolve. Looking ahead, we expect Hybrid Live to become a defined category in its own right, with more sophisticated mechanics, stronger visual identity, and deeper levels of interactivity. The challenge for developers will be maintaining simplicity and accessibility while introducing richer experiences. At ENJOY, the focus is on building formats that feel intuitive, scalable, and commercially viable for operators. The goal is not to innovate for the sake of it, but to create products that genuinely reflect how players want to engage with live casino today. Energy Roulette is an early example of that direction, but the broader ambition is to continue exploring how proven mechanics can be reimagined in a live context in a way that feels both authentic and forward-looking.
A strong example of this principle in practice is ENJOY Gaming’s Energy Roulette, which was designed from the outset as a unified hybrid experience rather than a standard table game with bolt-on features. Its live-presented flow remains structurally identical to classic roulette, yet the game introduces organically integrated moments — including a multi-phase Hold & Win bonus round — that elevate the emotional rhythm of play without disrupting familiarity. This illustrates how hybrid mechanics can enhance the genre while still preserving the trust, presence, and clarity that define live casino experiences.
Energy Roulette highlights how this adaptation can succeed when executed thoughtfully. The transition into the Hold & Win feature is triggered within the natural cadence of roulette play, creating a shared event that both the triggering player and the wider audience can follow in real time. The feature maintains the core appeal of Hold & Win — incremental progression, escalating anticipation, and clear win visibility — while remaining fully anchored in a presenter-led environment. This demonstrates how a mechanic traditionally associated with RNG slots can be reimagined in a way that feels live-native rather than imported.
The post Hybrid Live Casino: Where table trust meets slot‑style engagement appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Conferences
Building Beyond Trends: Tom Horn Gaming on What Really Drives Slot Success
“The studios that last are those willing to experiment and try new things, while staying grounded in their core principles. It’s easy to follow trends, but what really matters is understanding players, trusting your instincts, and consistently delivering quality.”
As the iGaming industry continues to evolve, the pressure to innovate has never been greater. True success, however, goes beyond simply following the latest trends.
Ahead of the HIPTHER Prague Summit, where Tom Horn Gaming will take the stage as Grand Sponsor, our CEO, Ondrej Lapides, shares his perspective on what it really takes to build games that stand the test of time.
In this exclusive interview with Hipther, we explore how Tom Horn Gaming approaches product development, from balancing innovation with familiarity to designing games that resonate across diverse player segments and markets. The conversation also touches on the growing importance of player-centric design, long-term engagement, and the industry shifts shaping slot development in 2026 and beyond.
As Central and Eastern Europe gain increasing relevance in the global iGaming landscape, the Prague Summit provides a timely platform to exchange ideas, share insights, and look ahead at what’s next for the industry.
Tom Horn Gaming has been in the industry long enough to see trends come and go. From your perspective, what really separates studios that stand the test of time from those that simply chase what’s popular?
In my view, longevity in this industry comes down to balance and a genuine belief in what you do. The studios that last are those willing to experiment and try new things, while staying grounded in their core principles. It’s easy to follow trends, but what really matters is understanding players, trusting your instincts, and consistently delivering quality. When you combine creativity with discipline and a long-term mindset, you create products that resonate well beyond the latest industry buzz.
Your portfolio balances recognisable slot formats with proprietary mechanics like QuickX
. How do you decide when to innovate and when to refine what already works?
It’s always a mix of data, experience, and intuition. Innovation is important, but it should never come at the expense of clarity or player enjoyment. Sometimes the right move is to take something that already works and refine it further. At other times, the market clearly shows that players are ready for something new. Finding that balance is partly analytical and partly instinctive, built over time through a deep understanding of how players engage with games.
Your games often combine modern mechanics with very recognisable slot DNA. Why do you think familiarity still plays such a strong role in player engagement today?
Player expectations vary a lot across markets and segments. Some players prefer classic slot gameplay that feels instantly familiar, while others are looking for something more experimental. Our role is to cater to both by offering a diverse portfolio. Familiarity makes games accessible and comfortable, while modern mechanics bring fresh excitement and new layers of engagement.
Player attention spans are getting shorter, yet expectations around engagement and excitement keep rising. How do you approach game design to make titles instantly accessible without sacrificing depth?
It really comes down to putting more thought and effort into the design process. We dedicate significant resources to balancing gameplay so the core experience is easy to understand from the first spin, while sustaining engagement over time. Achieving that balance requires close collaboration among designers, mathematicians, and product teams to make sure the experience feels both intuitive and rewarding.
Looking at your recent releases, there’s a clear focus on replayability rather than one-off novelty. How important is long-term player value when developing new games?
Long-term engagement is very important, but again, it’s about balance. Not every game is built with the same objective in mind. Some are designed to deliver quick excitement, while others aim for longer sessions. A strong portfolio needs both. The key is making sure each game delivers real value and keeps players coming back.
From your perspective as a slot supplier, which innovations do you believe will genuinely shape slot development in 2026 and beyond, and which current trends are unlikely to last?
We’re already seeing a growing demand for more layered gameplay and richer feature sets, and I expect that to continue. Players are looking for more dynamic experiences rather than purely static mechanics. At the same time, fast-paced formats like crash games have gained strong traction and are influencing expectations around immediacy and interaction. That said, not every trend will last. In the end, the games that succeed will be those that combine innovation with strong fundamentals and a clear understanding of player preferences across different markets.
Your recent partnerships significantly extend distribution across Europe and Latin America while reinforcing compliance-focused delivery. How can aggregation partnerships contribute to sustainable scaling across different regulated markets?
Scaling across regulated markets requires the right partnerships and strong technical foundations. For this to work properly, the technical integration needs to be robust, seamless, and fully aligned with regulatory requirements. When that connection is well implemented and continuously optimised, it allows content to reach operators quickly while maintaining the reliability and compliance that these markets demand.
As Grand Stage Sponsor of the HIPTHER Prague Summit, what message or mindset would you like operators, partners, and industry leaders to take away from your presence at the event?
Events like the Prague Summit are particularly valuable because they put a spotlight on Central and Eastern Europe, a region that is playing an increasingly important role in the global iGaming landscape but doesn’t always get the same attention as larger markets.
For us, the real value lies in knowledge exchange. It’s an opportunity to discuss the latest developments, share insights from real operations, and compare experiences across different jurisdictions. Bringing these perspectives together helps the industry learn from one another and take away practical insights that can support future growth and innovation.
The post Building Beyond Trends: Tom Horn Gaming on What Really Drives Slot Success appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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