Interviews
Exclusive Evoplay interview on Italy: “We’re creating high-quality games that can really appeal to Italian players.”
Italy is arguably Europe’s second biggest gaming market and the most interesting when it comes to retail vs. online – with 80% or more players still part of the land-based scene.
We caught up with Evoplay CCO Vladimir Malakchi to hear the latest on their plans for capturing the market, as well as how the award-winning studio’s games are proving to be a real asset for their latest Italian partners.
Congratulations on Evoplay’s multiple deals as you expand into Italy! Can you tell us a bit more about your recent partnerships and your plans for further growth in the market?
Thank you! We’re very excited about our recent partnerships and our plans for further expansion. We entered Italy back in 2020, and, over the past three years, we’ve ensured constant growth in players’ interest, trust and openness towards trying out our latest titles.
I truly believe that the key to any commercial success is the partnerships and connections we build with the operators we work alongside. As a result, we are very proud to work with some of the country’s biggest brands. Last year was by far our best yet, securing deals with the likes of Tuko Productions, Scommettendo and Sportbet. Our award-winning slots and instant games have proven to be a real differentiator, and we’re delighted that the feedback has been so positive.
On plans for further growth, we’re strongly focused on building our partner relationships even more, as well as creating high-quality games that can really appeal to Italian players. Our unique gamification tools will no doubt be key to this and are a strong factor in our focus on boosting engagement. So, in short, we’re very excited about Italy’s potential, and we’re confident that our unique approach will continue to resonate with players and partners alike.
What has been the principal driver behind Evoplay selecting Italy as a key market for growth? How would you summarise Italy’s online audience and demographics?
Our main drive here is the increasing adoption of online gaming from land-based. The numbers are clear to see; the online market revenue is projected to grow by 6.69% annually between 2023 and 2027, reaching a total volume of €3.68bn. On audience and demographics, the country is incredibly broad and diverse – which means significant opportunity. There’s a potential market of up to 20 million people for online, with a ratio of approximately 60:40 of male vs. female.
Given that near-parity, we can pursue plenty of creative options. The 25-34 age group is the largest segment, so demand for innovative entertainment is on the rise – which is a gap that Evoplay is serving well! It’s also good to note the level of smartphone penetration – with over 80% of the population using new generation smartphones, game content should be heavily mobile-optimised.
As well as being one of Europe’s biggest gaming markets – Italy also has a unique retail heritage with as much as 90% of gaming still happening offline. What strengths can you offer to operators to provide a platform for conversion into the online world?
Italy’s land-based gaming heritage certainly sets it apart from the rest of Europe. Online gaming holds distinctive benefits such as convenience, a greater variety of games, and of course, bonuses and promotions such as tournaments and quests. I believe that in-game and out-game gamification tools can effectively drive player engagement and improve conversion efforts for sports bettors and offline players. And, of course, those in-game and out-game gamification features add to the whole thrill of playing online, creating a community.
At Evoplay, we pride ourselves on our ability to create immersive and engaging games offline with strong visual and audio elements that can create an experience as exciting as a real casino. We believe that this is particularly important in the Italian market, where players are accustomed to the sensory experience of playing offline and improving conversion efforts for sports bettors and offline players. As a result, we focus heavily on our unique range of gamification features and incentives for our partners.
In addition, we also work closely with our partners to ensure that our games are integrated seamlessly onto their platforms, making it easy for players to access and play them. We understand that trust is a key factor in Italy, so we emphasise ensuring that our games are secure and reliable.
Onto slot types – what gaming trends are you seeing for Italian players and how are you catering to that demand? Which of Evoplay’s games is performing the best?
It’s common knowledge that football is Italy’s favourite sport, and it’s a huge industry with millions of people betting on it. This has had a significant impact on gaming trends in the country. Instant games have become particularly popular, providing a nice contrast to the wait for live sports fixtures when betting. Players love the instant results they get from these games, and it’s a refreshing change of pace. So of course, football-themed games work perfectly for this. Another trend we are seeing is that Italians love to play chicken-themed titles, so this is certainly an avenue we’re continuing to develop!
We are always looking to stay ahead of the curve and provide our Italian players with the latest and most innovative gaming experiences. Classic slots, video slots, in-game gamification elements, out-game gamification, tournaments, and quests are trending heavily, and we’re actively catering to that demand. Our current top-performing games in the Italian market are Penalty Shoot-out, Fruit Super Nova Game Collection, Elven Princesses, and Hot Triple Sevens. These games are loved by players for their engaging gameplay, stunning graphics, and exciting bonus features.
As a truly innovative studio, how can you help online operators improve their conversion efforts for sports bettors and offline players? What can you offer that’s different?
Sports, and indeed sports betting, is an essential part of the Italian fabric. We understand that importance, and we’re proud to offer RNG-based games that provide a unique sports betting experience.
Our games are also designed to be integrated seamlessly with sports betting platforms, which means that players can quickly switch between gaming and sports betting, with the same action enjoyed across both. Evoplay’s RNG-based Football Pack is a vital component of this commitment as it offers a unique and exciting experience that adds to the overall thrill of the betting experience.
Testament to this is the success of our Penalty Shoot-out. This instant game is unique because it features an innovative betting method that keeps players engaged and excited. As players navigate through the game, they experience a realistic penalty shoot-out where they get to choose the nation they want to represent and aim for goal.
Last but not least, what’s Evoplay’s vision for Italy 2023 and 2024? What are your plans for growing even further in the market and entertaining players?
Our vision for Italy in 2023 and 2024 is focused on growth and continued innovation. The market is a core part of our European strategy, and we’re committed to providing the best gaming experiences possible for players here.
To achieve this, we’re launching new games of different types that are tailored to local audiences. Especially exciting is that players can expect another game in the Penalty Shoot-out series. Additionally, we’re also preparing our next flagship game, which is truly fresh and unique, and we’re confident it will be a real hit with players here.
We’re also providing our partners with different game packages that include marketing activities and engagement opportunities. We also see plenty more opportunity in transitioning land-based players to online, which gamification will be a key driver towards achieving. We make calculated data-driven moves, so we will be gathering all the data and feedback from our operators and based on the collected information, we will prepare our next steps and make predictions for 2024.
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We’ve sat down with Irina Laivina, Head of Content at affiliate marketing company Media 24, to discuss how iGaming content could evolve, the key elements of a successful content strategy, the traits of top content managers, and more.
Can you share a bit about your background and what led you to the iGaming industry?
Since childhood, I have been attracted to philology and the study of foreign languages. After university, I realized that content creation was where I could combine my passion for languages with creativity. When I moved to Latvia and changed my social circle, I became more and more drawn into the world of iGaming. Over time, this industry fascinated me so much that I found my professional niche there.
I started at Media24 as a senior content manager, where I introduced new ideas to improve both content and design. These changes had a positive impact on our business goals, eventually leading to my promotion to head of the content department. Now, I continue to optimize and shape our content strategy.
How do you see the role of content evolving in the iGaming affiliate marketing industry over the next five years?
In affiliate marketing content will still play a key role, especially for the SEO-driven affiliate companies. But the way we will create and deliver it will change. The average reader today is more demanding than ever, expecting more value in the content he consumes daily, and willing to spend less time doing it.
The number of content sources has also increased now, too, and that has created many additional angles and opportunities. There’s live streaming, new social media formats, short form videos, and everything in between. So you have to think outside of the traditional strategies and experiment with new ways to connect with your audience to keep up.
Mobile traffic dominance will require adapting for the relevant formats. This trend is already happening globally and will only develop further. Internally, we are following along and are aligning our design and content strategies. Everything must be optimized for mobile-first consumption today.
What are the key elements that make up a successful content strategy in your opinion?
The best content strategy starts with clear goals. At Media 24, we believe that our content should educate and entertain, not take advantage of players. We aim to be a source of helpful information for the reader, not just a platform to promote iGaming brands. In a world of informational overload, your content should be focused on providing real value. Users love it, and search engines prioritize this kind of content too.
We are thinking about the long-term perspective. If content that we produce helps a reader to find what he’s looking for, and is engaging, search engines will naturally rank it higher. So for us it’s not a question of how we can exploit the algorithms, but what is the best way to help a reader make an educated decision.
What role does SEO play in shaping the content strategy at Media 24, and how do both teams collaborate for the best results?
At Media 24 content and SEO departments always work hand by hand. It’s hard to imagine our success without close communication between the two teams. We work closely together to develop content plans, conduct competitor analysis, and rely on the SEO team to guide us in the right direction with their data-driven insights. From there, we apply our editorial expertise to make sure our content is relevant, valuable and helpful. So the SEO team navigates us strategically, while the content department is responsible for creating valuable content that keeps readers coming for more.
When building your team, what traits do you value most in a content manager, and why?
For a content manager, first of all, the key thing is attention to details. In content creation, even small errors can affect credibility, user experience, and performance, so precision is key. I also highly appreciate the initiative and the desire for learning new things. The industry does not stand still, so a good content manager is constantly exploring new tools, trends and working methods, offering fresh ideas and solutions.
We work with 90+ geos and with such a reach it’s very important for the content to be relevant to every country niche specifics and language. That’s why we prioritize hiring native speakers and local experts in every given market. The ones that have a deep understanding of cultural nuances, player preferences and market regulations. This guarantees our content is authentic and resonates with readers in every region.
Are there any long-term goals you’re focusing on at Media 24?
I would really like to optimize all our processes as much as possible. This is something that we are working on actively, and we see that the development of technology can assist us in that. For example, we are currently exploring how we can use the possibilities of AI agents to save time for our team. The main goal is to create smarter work processes.
AI will not replace human content creators, as it lacks originality and niche-specific expertise. But this technology can enhance how we work in many ways. That’s why we’re already developing AI-driven solutions to speed-up our operations and assist us in different repetitive tasks. Once we are able to automate routine and time-consuming parts of our work, this will allow the content team to focus more on creativity and strategy. So by experimenting with AI, we’re not replacing creativity. We are giving it extra space.
The post Irina Laivina, Media 24: “Our content is meant to educate and entertain” appeared first on European Gaming Industry News.
A lot has changed since the US Supreme Court struck down PASPA (The Professional and Amateur Sports Protection Act of 1992) as being unconstitutional, effectively ending Nevada’s near-monopoly on sports betting in the country. With every US state now free to legalize and launch its own sports betting market, in-person, online, and mobile sports betting grew at a neck-breaking pace.
This explosive growth saw the emergence of ‘affiliate companies’ – marketing agencies specializing in performance marketing and promoting licensed sports betting operators. However, as the market entered a new phase and growth slowed, some affiliates have been seeing mixed results in the past year.
We sat down for a chat with Shmulik Segal, Founder and CEO of Media Troopers, an advertising agency specializing in sports betting and iGaming in North America, to hear his views on the gambling marketplace and what the future holds for affiliates. Segal takes a realistic approach and acknowledges the days of insatiable growth are gone, but he still sees great potential in the market.
Looking at the bigger picture, how bad were things for affiliates in the past year?
Segal: “I won’t tell you the past year hasn’t been challenging for marketing agencies like ourselves. Looking at 2024 earning reports of publicly traded marketing agencies in the gambling industry, the results are a mixed bag, Segal says. “While some of the largest players in the space saw their US revenues drop by over a third compared to 2023, the earnings of others just flatlined.”
What causes you to be optimistic then?
“But on the flip side of the coin, there were also companies that saw double-digit growth in earnings,” Segal compares. “So what does that mixed bag of results tell us? Although the days of explosive growth are over, the market is certainly not on a one-way street. I still see tons of opportunities for companies that are adjusting and doing the right things.”
So what are the main challenges the affiliate market is facing?
“I can divide the challenges into two main categories: objective and subjective. Objective categories would be anything that’s ‘man-made’, such as legislation (new states that open up), increased regulation (restrictions on advertising, increased taxation), the evolution of technology (Artificial Intelligence and further mobile personalization), competition (both operators and other marketing channels and companies), and all other factors that are created by governments, companies, and individuals,” he explains.
“The subjective factors are more geographical or permanent. Let’s take sports betting as an example. According to the American Gaming Association’s state tracker, Out of 51 potential jurisdictions across the country (50 states + Washington DC), 38 have legalized sports betting. However, only seven states have legalized iGaming.”
So, how do you treat these challenges differently?
“As an affiliate, you understand the fundamental difference between the two types of challenges: your level of control. While you can mitigate objective challenges, you must adapt to subjective ones.”
How do you stay relevant as an affiliate amidst these challenges?
“The first thing we must always keep in mind is that we make a living out of providing our customers with additional value, i.e. unique knowledge and expertise that the operator doesn’t have and fits perfectly into its marketing mix. We must provide our customers with a competitive, cutting edge.”
“Case in point: we constantly strive to be ahead of the curve in everything we do. Our technology platform constantly adapts and upgrades to include more powerful AI tools for segmentation, targeting, and personalization. A huge part of our media teams’ job is to look for the ‘next big thing’ be it a fresh marketing channel or a new source that will enable us to expand our reach and tap into new markets.
Our commercial teams work closely with existing and potential operators to find new ways to bring value to players, be it new games, news, or promotions. And it goes without saying that our compliance team takes great care of ensuring we adhere to the highest standards of safe advertising and responsible gaming.”
“But no less important,“ he concludes, “is the operations team that ties all the pieces together and executes everything. That’s one of the biggest challenges, given operations can be slow-moving, we constantly need to improve our execution to keep up with the changes the other parts of the team bring.”
What about other types of challenges? The ones you can’t mitigate?
“When it comes to subjective challenges, however, you have much less control, and this is where companies must brace themselves and adapt quickly. Case in point, there are 38 sports betting states, while a portion of the remaining ones, such as Hawai, Utah, Texas, and California, won’t introduce sports betting or iGaming in the foreseeable future.
With fewer states regulating gaming in the foreseeable future, is the market bound to shrink?
“I don’t see it that way. Long gone are the days when a new market opened every few months. What would you do? You can’t ‘magic up’ more states. But you can certainly adapt and brace yourself to improve and grow your share in existing markets, which is exactly what we are focusing on doing,” he explains. “Along with acquiring new players through new and existing markets, we are constantly looking for new channels that will bring our customers (operators) loyalty and higher lifetime value.”
You are talking about increasing share and value, does that mean there are no new opportunities?
“We see huge potential, with opportunities constantly coming to knock on our door. North Carolina and Vermont were the two new markets that launched in 2024, and we are already seeing a lot of growth there. For example, North Carolina, which only went live with sports betting in March 2024, but by the end of the year, already clinched ninth place in the Top 10 sports betting states, reporting revenues of over $583.
This is why we treat every state as a standalone ecosystem with its unique set of challenges, requirements, and potential. The next exciting challenge (and opportunity) we are preparing for is Missouri, which legalized sports betting at the end of 2024 but has yet to launch. We have already been hard at work since the ballot was approved in November, so we can hit the ground running and start sending our MO sportsbook partners newly depositing customers from day one.
What about organic growth in existing markets?
“There’s certainly that also. While every new state that launches sports betting can potentially bring a spike in growth, we are certainly seeing organic growth and improved results across the board year after year. Take as an example the Super Bowl. In 2025, legal US bets on the Super Bowl grew 10% year-on-year. Or March Madness, on which best are expected to grow 13% from last year.
So, is there still organic growth in existing markets? For us, it’s a big, fat yes.”
Are you planning on staying within the iGaming and sports betting markets in the near future?
“That’s a very good question I ask myself every day, Segal smiles and immediately corrects himself. “Actually, scratch that. I ask myself this question many times over the course of a day in the office.”
He elaborates: “iGaming is tangent to other gaming verticals, and sports betting has an overlap with a whole universe of sports and its related verticals. Every website in these verticals needs traffic, and we know how to provide it. So new opportunities knocking on our door. But how do we capitalize on these without losing our focus and commitment to our core business? We keep our ears and eyes open, but never lose focus.”
The post Affiliates in the US Sports Betting Market – Has The Game Gone Cold? appeared first on Gaming and Gambling Industry in the Americas.
HIPTHER, organizer of the Prague Gaming & TECH Summit 2025, is excited to welcome Cloudfresh as the Networking Break Sponsor, a company empowering businesses with top-tier cloud services. As a Zendesk Premier Partner, Cloudfresh specializes in integrating, optimizing, and scaling the best in-class cloud solutions, acting as a vital link between companies and cloud technologies. In this exclusive interview, we speak with Vita Usatyuk, Sales Executive at Cloudfresh, to explore how AI, omnichannel support, and personalized player interactions are reshaping customer service in gaming.
Player support is becoming a crucial factor in gaming retention. How can integrated customer service solutions enhance player satisfaction and engagement while keeping gamers in the game?
Integrated customer service solutions are essential for enhancing player satisfaction and engagement, ultimately driving player retention. By providing support across various channels like chat, messaging, phone, and email, gaming companies can meet players where they are, offering seamless and convenient assistance. This omnichannel approach ensures that players can easily reach out for help before, during, or after a game. Furthermore, AI-powered tools can provide instant help and personalized interactions, addressing player needs proactively and efficiently. A robust support system contributes significantly to a positive gaming experience, fostering loyalty and encouraging players to stay engaged with the game.
The gaming industry faces unique challenges in customer support, from omnichannel demands to peak traffic surges. How does Cloudfresh leverage Zendesk to help gaming companies streamline support operations and optimize agent workload?
The gaming industry presents unique customer support challenges, including omnichannel demands and peak traffic surges, especially during new release windows. We in Cloudfresh implement Zendesk solution for the customer support to help gaming companies streamline their support operations and optimize agent workload. Zendesk offers a unified platform that integrates various support channels, enabling agents to manage interactions from a single workspace. AI-powered automation can handle routine inquiries, allowing agents to focus on complex issues. Zendesk also provides tools for intelligent ticket routing, workforce management, and performance monitoring, which helps optimize agent efficiency and ensure timely issue resolution.
Personalization is key to delivering a top player experience. How can gaming brands use AI-driven customer support to provide more tailored interactions and proactively address player needs?
Personalization in gaming support is no longer a luxury, it’s a necessity. AI-driven solutions are empowering gaming companies to meet this demand in innovative ways. Here are some practical examples:
- AI Agents for 24/7 Support and Instant Answers: Players expect support around the clock. Zendesk’s AI Agents can provide instant, accurate answers to common questions, drawing from your knowledge base. This ensures players get the help they need immediately, any time of day.
- Intelligent Triage and Routing: AI can analyze incoming support tickets and route them to the right agent or team based on the player’s issue, game, or platform. This ensures that players are connected with specialists who can address their specific needs efficiently.
- Proactive Support and Personalized Recommendations: By analyzing player data and behavior, AI can help anticipate common issues and proactively offer solutions or tips. This could include in-game notifications, personalized FAQs, or tailored support articles. For example, Kaizen Gaming, a European eGaming company, delivers 95% resolution at first contact with live chat and 360° views of customers. This level of insight allows for highly personalized and proactive support.
- Automation for Scalability: Gaming companies often experience peak support volumes around game releases or updates. Zendesk’s automation capabilities, enhanced by AI, can handle surging ticket volumes and reduce wait times. Play Games24x7, an Indian online gaming company, reduced their resolution time by 68% by leveraging Zendesk automation and analytics. This demonstrates the power of AI in scaling support operations efficiently.
By leveraging Zendesk’s AI-driven features, gaming companies can provide more tailored, efficient, and proactive support experiences, ultimately driving player satisfaction and loyalty.
Cloudfresh has extensive expertise in implementing and optimizing Zendesk solutions for gaming businesses. Can you share a recent success story where your solutions significantly improved customer experience?
Yes, we have many success stories, and one recent example is our work with Bloober Team, a renowned game development studio specializing in psychological horror games. Bloober Team faced challenges in providing efficient player support, especially during peak times around game releases. They needed a solution that could scale, provide comprehensive data from players, and streamline their support workflow.
We implemented Zendesk’s Enterprise Suite for Bloober Team, including add-on apps and a custom ticket form to gather essential information from players. We also integrated DeepL for translation to assist with their diverse player base.
The results were transformative. Bloober Team now has a robust system to manage player support, allowing them to react quickly to issues and provide timely solutions. This has significantly improved their ability to maintain contact with players, address concerns, and ultimately enhance the player experience. This case demonstrates our ability to tailor Zendesk solutions to the specific needs of gaming companies, helping them to overcome support challenges and foster stronger player relationships.
At the Prague Gaming & TECH Summit 2025, AI and automation in gaming support will be major discussion points. How do you see AI-driven support evolving in the next few years, and what should gaming operators focus on to stay ahead?
It’s clear that AI is no longer a future possibility in gaming support – it’s the present and the driving force of its evolution. We’re seeing a distinct separation between companies that are embracing AI and those that aren’t. Those “CX Trendsetters” are pulling ahead, and gaming operators need to be in that category. It’s not just about replacing human agents either; it’s about ‘human-centric AI.’ We’re talking about augmenting agents, giving them superpowers to handle complex issues while AI handles the routine.
Looking ahead, expect AI to get even smarter – predictive, hyper-personalized, with more natural conversations. And it’s not just chatbots anymore; AI-powered automation will touch every support channel, creating those seamless omnichannel experiences players demand. Crucially, AI will provide a wealth of data and insights, allowing for data-driven optimization of support strategies.
So, for gaming operators who want to stay ahead, it boils down to this: invest strategically in AI, empower your agents to work alongside it, focus on leveraging those AI-driven insights, build systems that can scale and adapt, and, of course, prioritize data security. That’s from my point of view the roadmap for success in the AI-driven future of gaming support.
With Cloudfresh at the Prague Gaming & TECH Summit 2025, this year’s event will showcase the latest innovations in AI-driven player support and customer service strategies. Don’t miss the opportunity to connect with industry leaders, gain exclusive insights, and explore the future of gaming support technology!
The post Elevating Player Experience: Cloudfresh’s Vision for AI-Driven Gaming Support appeared first on European Gaming Industry News.
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