Interviews
Roundtable: Keeping games studios competitive
In this panel discussion, we ask four of the leading games studios what direction games studios are heading in and the trends they are keeping on top of in what is a fast-developing space
Panellists:
Vigen Safaryan, CPO, Galaxsys
Danielle Calafato, CCO, Gaming Corps
Anna Vikmane, Director, BETER Live
Julian Borg-Barthet, CCO, Lady Luck Games
How has your content given you cut-through and how has it developed since you first came to market?
Galaxsys: Our content has given us cut-through by offering unique and engaging gaming experiences to our partners. From the moment we entered the market, we have continually invested in research and development to create innovative and high-quality games that appeal to a wide range of players.
Our games are designed with the latest technologies and we also leverage customer data and feedback to refine our games and ensure they meet the evolving preferences of our audience.
Since entering the market, our content has evolved to offer a wider range of games, including crash-type games, turbo games, card games, and new, cutting-edge titles.
Overall, our focus on quality, innovation, and responsible gaming has enabled us to stand out in a competitive market and gain a loyal customer base. By continually investing in our content, we remain committed to delivering exceptional gaming experiences to our players.
GC: We started out in mainstream gaming, although that was some time ago now. We applied for our MGA license in 2019, which was approved in 2020. We then started by making slot games, pivoting briefly to instant win content like Mine and Crash games, where we knew there was a gap in the market and we could be competitive while we looked to bring in more experienced people as part of our longer-term strategy. We also produced table games that allowed customisation, from skin tone options on the 3D hand animation through to customer branding.
With the success of Jet Lucky 2 and Coin Miner, we were then able to action the goal of bringing in new people and had an influx of high-calibre staff who had a wealth of gaming industry experience under the guidance of Alex Lorimer, our Chief Operating Officer. Ultimately, this brought us almost full circle and back to the development of competitive slot development, with what has so far proven to be great results.
BETER: As a new company, we have been able to build our product from the ground up and this has been a huge advantage. It has enabled us to use cutting-edge technologies and the latest code, combined with the team’s incredible knowledge and experience, to build the foundation of our portfolio with core table games such as blackjack and roulette. We have also added innovations and new product verticals such as gameshows to our roadmap. Our strong technical base gives us the platform to do this while ensuring the quality of our games is second to none.
Our recently-launched Gravity Blackjack is a great example of how we have taken a classic live table game and given it the BETER twist. We placed multipliers on side bets to add more intrigue to each round. The player never knows where the desired multiplier will be and can try different combinations of bets to see what their luck will bring them.
LLG: We have always aimed to strike the balance between different while also developing games that players want to play. As a team, we are passionate and imaginative, and have always pushed the envelope when it comes to creativity and not being afraid to try something new. This approach has worked well and the feedback we have received from operators and players has been positive to a degree that we simply did not expect.
Of course, we have evolved a lot since our first game release and each title is better than the last. This is only possible because we listen to the feedback we receive from our partners and their players, and ensure it is implemented across our product roadmap. For example, this has seen us add ‘buy bonus’ options to our latest titles. But part of our job as a developer is to bring new ideas and concepts to the market that take players by surprise, so we are always trying to seek conformity while at the same time trying to break it.
To what extent has seasonal content helped improve your offering and what long-term value do these games offer?
GC: As a supplier, it is imperative we are tuned into current trends and can read into player appetites at any given time. For example, Christmas music works on games in December in countries where it is a celebrated occasion. It’s about tapping into a feeling or emotion and ensuring you have content to fit.
From a studio’s perspective, you’re always looking to serve content when the audience is most receptive; making sure the day and date a game is released is something that is considered with your audience in mind. There are multiple games on offer for special occasions, but fewer than there are general releases, so your competition is arguably lessened. If your content is good, the chances are by having seasonal content, you and your customer can see better rewards over these periods.
BETER: Seasonal content is important and always generates great results – both in terms of acquisition and retention – for operators. For BETER Live, we spent year one of operations being focused on putting the technical foundations in place and producing our portfolio of core live titles. Now we have moved into year two, seasonal content is very much included in our product roadmap. We have worked with a couple of operator partners already to customise tables around certain events. This includes a collaboration with our partners for the World Cup, where we changed the UI on our Top Card title to be all things football fever, with the dealer also encouraged to chat to players about the tournament. It was a huge success for both our partner and BETER LIVE.
It was actually a straightforward project for us to launch. Our cutting-edge platform and tech stack allows us to offer a personalised UI to all operators – even on our network tables – so it was a case of deploying this with Parimatch as well as making a few changes to the studio and of course briefing the dealer. It is certainly something we are now looking to do with more operators, as well as launching seasonal tables and games over the coming months.
Where do you think casino games/live casino can improve and what kind of innovations do you think we will see in this space in the coming years?
Galaxsys: First, I think by incorporating more gamification elements into casino games and live casino, we can increase engagement and loyalty.
Second, VR and AR technologies offer a highly-immersive gaming experience. We expect to see more VR and AR-powered casino games and live casino features.
Then there is social gaming, which is becoming increasingly popular. We are likely to see more social gaming features incorporated into casino games and live casinos.
Finally, responsible gaming is becoming more important, and we anticipate more features and tools introduced to help players manage their gaming habits and promote responsible gaming.
GC: I believe there is finally a consensus from providers and operators that there is real value in offering alternative types of product. When you look at the slots space and put the most innovative product of today next to a game from 15 years ago, how much has truly changed beyond the game aesthetically looking a lot more modern and polished?
If we look at mobile gaming, we can see a big trend over the last five years where social elements are becoming increasingly popular; things like sharing your wins or communicating in a live channel. Live casino has begun to take shape recently to include this, but casino games are only just moving in that direction.
BETER: When it comes to live content, the sky really is not the limit and I think we will see great strides taken with the gameshow format. Of course, such is the scope of what can be done with live content, I think we could ultimately see new formats land in operator lobbies, including live crash games.
LL: The problem with innovation is it always leaves a portion of the market behind. Just because I can afford to play and want to play does not mean I can access a live dealer studio on the go; even in the UK, mobile infrastructure is limited and not consistent. Socially, I want to play on my own terms and that is fast and discreetly on my phone.
Also, disabilities are wide-ranging, and sight impairment is something we need to be aware of, so this means everything should be crystal clear, easy to find, and highly entertaining. This might not be the sort of innovation we often talk about, but for me, it’s just as important as new pay ways, crazy mechanics and big bonuses.
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Dr. Eyal Loz Chief Product Officer at RubyPlay
Built for the branded reality – RubyPlay’s high velocity approach to the US market
With localisation, speed to market, and cross-state scalability at the heart of its strategy, RubyPlay is proving that relevance—and results—come from understanding both the player and the moment. Dr. Eyal Loz, Chief Product Officer at RubyPlay, discusses the company’s fast growing US presence and how its agile, insight-driven approach is resonating with players and operators alike. From crafting bespoke branded content to rolling out favoured mechanics with modern twists, RubyPlay is positioning itself as a key partner in the evolving iGaming landscape.
Just a few months into RubyPlay’s US journey, how has player response shaped your perception of the market? And how will these insights shape your roadmap going forward?
We see very strong player preferences to games that combine a Hold and Spin mechanic with perceived persistence. We also see that American players respond well to classic themes with a clear modern flavour. None of this was very surprising, as we are very well tuned with the preferences of players in America. The RubyPlay offering was always optimised for American players, and it’s nice to see that our roll out is working so well, as we expected it to.
We also explored a handful of innovative mechanics that are less prevalent in traditional land-based casinos, and we are happy to see that these were also well received.
Titles like Mad Hit® Diamonds and Diamond Explosions 7s® SE are a few of your early standouts. What do you think is making these games click with the US audience compared to other markets?
These two titles are solid performers in all markets, so we had high expectations to see these perform very well with American players. Both these mechanics have all the elements that make for a strong US title – Hold and Spin, perceived persistency, Buy Feature and a solid art package with a classic yet modern feel.
The US iGaming market is unique, not just in regulation, but in how players engage with content. How does your strategy for the US differ from other global regions and how do you maintain global competitiveness while staying locally relevant?
It’s important to remember that top performing mechanics tend to transcend time and space. Hold and Spin mechanics have performed well in almost all markets since they were introduced over 10 years ago. What makes a specific game more relevant to one specific region is the theme and flow of the game. For example, games featuring mahjong tiles will perform well in South East Asia but will not perform to the same level of success in the US. Similarly, games with strong Egyptian themes will not perform in Asia but have a good potential in the US.
RubyPlay’s superpower is in our velocity and adaptability. We are able to identify opportunities with operators to support their brand identity and create specialised bespoke content for them, taking into consideration elements such as the relevance of that theme to the market, and the brand of the operator. We live in a branded reality, and we consider our client’s brand a top priority.
You’ve spoken about empowering brands through strong partnerships. How do you approach collaboration in the US market to ensure both RubyPlay and its partners succeed?
Brands are a lifestyle in the USA. We have to understand this first in order to reach the audience in the way that our US partners take as second nature. By focusing on building high velocity, we are able to create relevant bespoke content for our partners that is unique to their needs.
Velocity is really important because branding opportunities don’t last very long. When a client negotiates a collaboration between their brand and a 3rd party, the deal will always close very late and will not last very long. Our ability to be in tune with the reality of such short deliveries on tight schedules, measured in weeks, not years, has given us a disproportionate advantage.
We have a stronger awareness of special events, whether sports, holidays, or cultural, and our responsiveness allow us to always stay relevant through our portfolio or bespoke content with the timings of such events in mind.
What role does localisation play in your expansion strategy?
Localisation is absolutely crucial. As I mentioned before, the combination of a robust and large variety of game mechanics, combined with the ability to minimise time to market thematically, we are able to always stay relevant to new markets we started operating in. When entering a new market, it’s hard to predict what is going to work, so building velocity, and keeping an open mind is key.
With more states opening up, how is RubyPlay preparing to scale its presence across the country? Any new or upcoming experiences or innovations players and partners can expect this year?
We are well on our way to enter Pennsylvania and West Virginia as we are well aware that US. operators are heavily focused on a cross-state strategy regarding promotions. If we can support this by having the top states, we ensure a stronger and more effective experience for players with branding in mind. After all, markets are one of the most important product features.
Other than that, we are planning to roll out our Awarded Feature with many of our direct clients. This will allow operators to award the Buy Feature for free via a back-office campaign. We saw this can be very effective in branding, retention and acquisition, and allow operators to either award players with the best part of the gaming experience, or up-sell promotions via their CRMs.
I’m very excited to see the impact the Awarded Feature will have with our partners on all areas of their business.
The post Built for the branded reality – RubyPlay’s high velocity approach to the US market appeared first on Gaming and Gambling Industry in the Americas.
Revolutionising Cricket Premier League: Max Sevostianov – COO at Betbazar, shares insights on how AI-Cricket and hyper-local data products are helping Operators engage, convert, and retain players year-round
With the start of the Premier League cricket season in India, what key trends are you seeing in the iGaming industry around this sport?
We’re witnessing explosive demand for faster, more immersive cricket content. Ball-by-ball gaming is really taking off, driven by players who crave real-time action and micro-engagements. This has pushed Operators to double down on mobile-first experiences — speed, accessibility, and UX are everything in this space.
Another standout trend is hyper-localisation. It’s no longer enough to offer cricket content in English — platforms are integrating regional languages, tailoring promotions based on local fandoms, and weaving in fantasy-style formats that resonate deeply with Indian audiences.
Perhaps the biggest shift we’re seeing is strategic: cricket is evolving from a seasonal event to a sustainable, year-round revenue channel. Operators aren’t just riding the IPL wave — they’re building ecosystems around domestic leagues, international fixtures, and even niche formats, ensuring engagement doesn’t drop off after the final.
Do you think the league will trigger a revenue surge for South Asian Operators? What should they focus on to make the most of this opportunity?
Absolutely — the Premier League is essentially Black Friday for cricket in India and the wider South Asian market. It’s the peak of the calendar, where user engagement and volumes skyrocket. But high traffic alone doesn’t guarantee high returns.
To truly capitalize on this opportunity, Operators need robust infrastructure. That means rock-solid uptime, especially during critical moments like the toss or final overs when activity spikes. Fast bet settlements, wide market coverage — from traditional formats to more niche or prop bets — and content that keeps users hooked, like virtuals or eCricket, are all must-haves.
This season, the winners won’t just be those with the most users — they’ll be the ones who can scale seamlessly, automate efficiently, and deliver content that’s as thrilling as the match itself.
What cricket-related products are currently making the biggest impact in the iGaming market?
Three products are really making waves right now.
First, Virtual (AI) and eCricket formats are proving to be game-changers. These always-on experiences keep players engaged even between live matches, maintaining momentum throughout the season and beyond.
Second, high-frequency data feeds are unlocking a new level of interactivity. Instant markets, player props, and ball-by-ball gaming are now the norm, providing users with a dynamic and deeply immersive experience, especially appealing to mobile users who seek fast, responsive gameplay.
Finally, localised and gamified content is crucial. We’re seeing strong traction with fantasy-style elements and UI’s designed specifically for cricket fans. When combined with regional language support and tailored promotions, this kind of personalisation boosts both engagement and long-term retention.
These innovations are driving serious volume — and, more importantly, keeping players coming back.
Betbazar recently launched a new product – AI Cricket. Can you walk us through its key features and what makes it so promising?
AI-Cricket is the latest innovation on Betbazar’s marketplace, and it’s setting a new benchmark for virtual sports. At its core, it delivers 24/7 AI-powered cricket matches with realistic gameplay that mirrors live action — from batting styles to fielding dynamics — all generated by advanced algorithms.
What truly sets AI Cricket apart is its end-to-end automation. Everything from match creation to odds generation is fully automated, allowing Operators to run with minimal overhead and maintain a consistent 8% margin, without the need for manual trading.
On the user side, it’s all about engagement. The product supports fantasy-inspired modes and even customisable avatars, offering a highly immersive experience that feels fresh every time. And because it’s always available, it gives Operators a powerful tool to drive retention, even during downtime in the real-world sports calendar.
So AI-Cricket blends innovation with profitability, making it a standout product for today’s cricket-focused iGaming market.
Сricket coverage in Betbazar’s Live Data Feed is described as unique. How broad is the coverage, and what specific advantages does it offer to operators?
Betbazar’s Live Data Feed offers one of the most comprehensive and operator-friendly cricket solutions in the market today. We’re talking about 15,000+ pre-match and over 9,000 live Cricket & Kabaddi Events, and an additional 10,000+ AI Cricket events each year — a scale that ensures operators can engage users year-round.
But what really sets it apart is the quality behind the quantity. Settlement times for top events are incredibly fast, typically within five minutes after the match, giving players confidence and keeping the gaming process flow smooth.
From a technical perspective, we’ve built it for performance, featuring low-latency updates, a high SLA for reliability, and customisable margins that allow Operators to fine-tune their offerings to suit different markets and risk profiles.
In short, it’s a powerful, high-performance data solution designed to meet the fast-paced demands of modern cricket, enabling operators to stay ahead of the game.
About Betbazar
Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is to build a digital iGaming marketplace that connects creators with operators, accelerating growth through best-in-class products.
The post Betbazar Explores Cricket in iGaming: What Operators Need to Know appeared first on Gaming and Gambling Industry in the Americas.
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.
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