Interviews
Q&A w/ Timothy Hill, Senior Project Manager at Betsson Group, on how an operator prepares for the World Cup
How does a tier-one operator such as Betsson prepare for a big betting event such as the World Cup?
The World Cup is a huge event for football and also for Betsson. A major sporting (and betting) event such as this touches nearly every department within the company from analytics to IT via marketing, facilities and commercial. Each of these departments must be in sync and we go to great lengths to constantly align so that we are fully prepared for when the first game kicks off. From infrastructure to promotions, everything has to have been tested so that we can be confident that our platform and systems can handle the significant increase in new players and bet volumes that we expect during such tournaments.
To make sure this is the case, we have been preparing since the start of the year. We have teams allocated specifically to this tournament’s activity and they have been laser-focused on making sure that we are ready for the biggest betting event of the year. Of course, we have to be ready for this major event, while also delivering the same superior player experience across all our brands and verticals in the build-up to the tournament and throughout. It’s a massive undertaking that requires strong internal communication and the ability to track teams and activities at all times.
What are the biggest challenges you face? How are these challenges overcome?
The incredibly high level of competition in each of our markets is probably the biggest challenge we face. Betsson is not the only operator looking to take advantage of the huge potential this tournament has to offer, so we have to ensure that we are the best across all areas from sportsbook promotions to payments. It’s all well and good being able to attract new players, but once they are active with our brands, we have to make sure they receive the best possible experience; doing this in multiple global markets is a significant challenge, to say the least. The surge in active players and bet volumes is another challenge, and operators must stress-test their platforms and systems to ensure they can handle the huge increase in activity. Finally, for tier-one operators such as Betsson, it’s important to make sure this tournament does not distract from our regular business. This requires a lot of multi-tasking within teams.
What has been the biggest lesson learned from previous tournaments?
Start preparing early and keep the momentum going. We’ve actually had more time to prepare this year since it is taking place in the autumn/winter, and this has really helped make sure that we’re 100% ready and firing on all cylinders. Any major sport tournament is such a big branding and acquisition opportunity that operators should give it the time and resources it needs and that’s why we’ve been working on our proposition for nearly a year now.
Does your approach to the World Cup change for each brand? How does it change from market to market?
In terms of the sports promotions we are running, we have a big global offer available in all markets and then local offers specific to each jurisdiction. We give our local teams the freedom and flexibility to tailor their marketing plans and campaigns as they know their audiences better than anyone else. In corporate, we see it as our responsibility to give them the resources, tools and support they need to do this.
Player acquisition is a key focus for many operators. What approach are you taking?
Bonuses and promotions are very important for player acquisition during sporting tournaments. Our flagship, The Betsson Million, is available in most of Betsson Groups core markets. Each player is credited with €1 Million in cash and can use the money to predict the outcome of 20 football match questions. An example of such question may be “Will there be more than 2.5 goals in the Qatar vs Ecuador match”. The player can invest the full million in ‘Yes’ or ‘No’ or split the money 70/30 or 50/50 or however they chose. Whatever money remains after the match has been played is taken to the second question. The cash the player has left after 20 questions is theirs to keep without any wagering restrictions or requirements. All players get unlimited chances to win €1M, and the game is available 365 days per year. But this is just one aspect of player acquisition and to successfully onboard new players at scale, operators must provide a seamless user experience from the moment they arrive at the brand. This includes sign-up, KYC, payments, markets and odds, customer support and more.
It’s not just about acquiring players, either. Retention is hugely important, especially considering the bonuses some rival brands are offering to tempt players to their books. At Betsson, we’re looking to super-charge retention with a range of initiatives including football-themed slot games, incentives for trying casino and live gaming and in some market, we are also even offering a Football True or False online contest where players try to answer their way to a share of €1,500. In short, we want to welcome new players looking to bet on the upcoming exciting matches and then show them the incredible entertainment and betting experience they can enjoy across our brands.
Are big bonuses the only way to stand out from rival brands? If not, how else do you look to differentiate and drive player sign-ups?
Bonuses are a huge part of how brands look to differentiate in markets where they are allowed, but they are not the only way. At Betsson, we want players to know that we offer a huge range of betting experiences and options and cross-selling sports bettors to casino and live casino tables is a big focus of ours. To do this, we are running the football theme across our sportsbooks and casinos and have lots of special promotions, themed slots and dedicated live casino environments to help achieve this.
Just how important is retention during big betting events like the World Cup? Is it more challenging with so many bonuses flying around? How do you ensure players remain loyal?
As touched on already, retention is mission-critical for Betsson during sporting events and beyond. Due to the high costs of acquisition, it’s important for operators to retain players and mitigate churn as much as possible for as long as possible. That’s why the quality of the player experience offered once they have signed up is vital. When it comes to ensuring that players remain loyal, we do this via on-going promotions, the availability of markets and value of odds, a lobby stocked with a wide range of slots, casino and live dealer content, localised payment options and the best customer support in the business. The full package, if you like.
What does a successful World Cup look like for Betsson?
We want to see an influx of new players sign up to our brands, and for this to be a driver of higher bet volumes and turnover. Of course, it’s important to retain these players and we hope to see a positive response to our promotions and campaigns. The fourth quarter is often a strong one for gambling companies, and this huge event has a good chances of becoming the biggest sports event ever for Betsson!
How do you ensure that players acquired during the tournament continue to wager with your brands after the final whistle is blown?
It comes down to the retention tactics mentioned earlier. That this tournament is also taking place in the middle of regular football and sports seasons across the globe will also help with retention. In the UK, for example, Boxing Day is just a couple of weeks after the World Cup climax and is one of the biggest betting days in the English Premier League. So long as we can keep players engaged during the Christmas period, I think we will be able to drive loyalty for a long time to come.
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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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