Interviews
Exclusive GAMING1 interview on Belgium, France and the Netherlands: “We must always remember this is an entertainment industry.”
In anticipation of the Belgian Royal Decree coming into effect on 1 July, we sat down with Emmanuel Mewissen, CEO at GAMING1, to talk about the operator’s commitment to responsible gaming, how it will be retaining customers in a ‘limitless’ digital landscape – as well as the company’s exciting future plans.
As one of Belgium, the Netherlands and France’s most exciting operators, can you tell us a bit about your business there and how are your brands Circus and 777 performing?
Thank you! Belgium, the Netherlands, France and Switzerland are our core markets – all of which offer some of Europe’s best opportunities. We want to focus on the areas in which we are currently present and see what we need to do to improve in these areas. Our mission is always to offer the best possible experience and for our customers to have fun and enjoy themselves in a responsible and controlled way.
Starting with land-based, our network across all three markets is very consistent. We own 12 casinos in Belgium, France and Switzerland. In Belgium, we have recently inaugurated our first resort, the Circus Casino Resort in Namur. This innovative formula combines casino activities with a wellness centre, restaurant, hotel and areas for receptions and conferences.
Of course, Circus and 777 are part of our multi-brand approach and they’re performing very well. In line with that, we are always looking to improve our service even more on the digital front, 777 is present in four countries (BE, CH, SP, NL) and Circus online in two countries (BE, NL). With Circus, we aim to offer a 360-degree customer experience with the combination of both our terrestrial and digital offerings.
As part of our approach to responsible gaming – which is a core brand ethos that we are truly committed to, we focus on the countries in which we are already present to solidify our value proposition. For a brand to perform well in a country, it’s like a mathematical equation. Setting up a local sales unit in the market where you are offering enables you to develop your local knowledge. This helps you to build a solid network and properly develop the business based on customer habits and needs.
With the advent of markedly strict advertising regulation coming into place in Belgium via the Royal Decree, how is GAMING1 preparing for such a major shift in market conditions?
Regulated Belgian operators like us agree with the desire to limit excessive advertising, but we must ensure that this decision does not drive players into the illegal industry – which is a real risk. We live in a limitless and ever-expanding digital world. As a result, independently to this Royal Decree, only legal operators will follow the law and, in doing so, they risk becoming weak and invisible, with the digital space offering plenty of opportunity for players to go offshore.
How can we protect consumers from illegal operators who do not respect these rules? It’s easy to observe illegal operators engaging in influence marketing on social media by promoting poker tournaments and celebrities with thousands of followers. This diverts the attention of players who go and play on unregulated sites. This is why visibility and competitiveness are important for a legal operator. The facts and figures will show in the future that these bans on marketing visibility will have the opposite effect, and that prevention will suffer as a result.
We, at GAMING1, didn’t wait for the Royal Decree to come into force to work actively on prevention and player protection. Prevention and protection are part of our corporate strategy. Years ago, we decided to develop a tool based on artificial intelligence that detects changes or risky behaviour at an early stage.
The detection tool is now operational and is based on indicators that were identified thanks to our collaboration with experts and university scientists specialising in addictive behaviour. In addition, we comply with legal measures such as the EPIS list, which is a legal protection list that bans certain types of customers (on the basis of certain functions, minors, debt mediation, etc.).
At a group level and for all our brands and partnered brands, we adopt a global approach to prevent addiction and make sure we only operate on regulated markets. In addition, we now comply with the Belgian Royal Decree, and we have adapted our websites, platforms, and marketing accordingly for our Belgian brands. This decree comes into force on 1st July 2023.
How do you believe this new set of regulations will affect the operating environment for local brands? Do you see it affecting the playing field significantly?
If you radically restrict advertising, including sponsorship, and lock the country into a narrow regulatory space, you will probably fail to see the desired result because you are out of touch with digital and international realities. Legal operators will become invisible with the next level of prohibition, and this will pave the way for the illegal market with all the risks associated with the absence of control. We can already see that 20% of Belgian players visit such sites.
This new law also tackles sponsorship. As far as this part is concerned, we have been sponsoring various associations, teams and sporting events for many years. This goes well beyond a commercial positioning and allows us, among other things, to convey messages about responsible play, as shown by our latest messages with the EGR-Award winning ‘Time To Play Responsibly’ campaign with former footballer Ronaldinho during the 2022 Qatar World Cup. The Royal Decree provides for a total ban on sports sponsorship from 2028 and we believe sports clubs, medias and events in Belgium will suffer as a result of this measure.
In short, I see the royal decree as a real obstacle for Belgium’s regulated private operators because, with these drastic constraints and restrictions, we will lack visibility and competitiveness compared to illegal operators who will continue to capture Belgian customers.
It’s also a bad political decision, because it completely misses the real challenge, which is customer protection. The debate is not about banning advertising as such, but about how to protect players and, above all, what to protect them against. The people who want to play will always find out a way to play.
This is why the worst dangers are illegal operators who have no regulation or form of prevention. This royal decree does not take account of the economic and digital reality of our modern consumption patterns, and this observation is independent of our industry since it is a general and societal fact.
Onto one very exciting area to keep an eye on – there’s talk of France regulating online casino for the first time. What’s your take on this possibility and will you have big plans for the market if this becomes a reality?
Developing our CIRCUS brand in France almost six years ago was obviously with some hope that one day, France would finally adapt its casino law to address the digital challenges. We have eight operations in France – seven casinos and one club in Paris. Our club in Paris performs well and is one of the poker market leaders in France. Having our origin outside France, we felt proud in 2019 to be granted a licence to operate in Paris. It demonstrates that we are very serious about accepting our responsibilities as a business.
Nevertheless, we’re surprised France does not to allow online casinos despite being Europe’s largest market. As a consequence, France has become a huge casino black market – and this is detrimental to player protection of course, but also to the country’s economy and employment opportunities. Giving that unfair competition, this is also detrimental to the existing casinos and the budget of the numerous localities that host these regulated land-based casinos.
Last but not least, with six months to go in 2023, what are GAMING1’s upcoming plans and what can we look forward to?
To look forward to – we will continue improving our responsible gambling software and prevention tools which will ensure we are in a position that meets the regulator’s request in terms of customers’ protection. Responsible gaming has always been a core part of our philosophy, and one we take great pride in.
With that – we want to appear trustworthy to regulators so that we can showcase that we truly believe in a safe and responsible entertainment experience. With that, we also want to show that the legal sector is an expert and is also the solution to create prevention. Also, as a work in progress, we want the customer journey to be a unique omnichannel experience in the next two years.
Last but not least, our plan will always be to ensure that our customers have fun and enjoy their experience, as after all, we must always remember that this is the entertainment industry. We consider our activities in a sustainable way, and this will continue to shape a large part of our approach.
No deposit free spins are one of the hottest bonuses in online casinos. Players love them, but some casino operators aren’t so sure.
Are they really valuable, or do they just attract people who never plan to deposit? To get some real insight, we caught up with Paul Puolakka, CMO of Mr. Gamble, to break down the truth behind no deposit free spins and how casinos can use them to their advantage.
Paul’s been in the iGaming industry since 2014, bringing over a decade of experience across major brands like Betsson, ComeOn!, and Ninja Casino. Over the years, he has consulted a range of iGaming companies on everything from affiliate marketing and localization to optimizing sales funnels.
Since 2020, Paul has been active on the affiliate side, running his own successful projects before joining Mr. Gamble, where he has served as CMO for the past two years. His well-rounded expertise gives him a unique perspective on both the operator and affiliate sides of the business.
Paul, no deposit free spins seem risky for casinos. Why should they offer them at all?
Yeah, I get why some casinos are skeptical. Giving away free spins with no deposit sounds like a recipe for attracting players who just grab the bonus and run. Some do, sure. But casinos that dismiss these bonuses are missing the bigger picture.
When a player claims free spins no deposit offers, the casino gets something just as valuable as money: data. They collect the player’s email, name, birthday, and other demographic details. That’s marketing gold. Even if the player doesn’t deposit immediately, a well-structured CRM funnel can bring them back later. So, instead of seeing free spins as a loss, casinos should see them as an investment in long-term customer acquisition.
If these players aren’t depositing upfront, how can casinos turn them into paying customers?
It all comes down to smart retention strategies. Too many casinos focus only on First Time Depositors (FTDs) and ignore long-term potential. Just because someone doesn’t deposit on day one doesn’t mean they won’t deposit later.
Here’s how casinos can convert no deposit players. First, send a special deposit offer a few days after they claim their free spins. Then, give them a VIP loyalty boost to make them feel special. Lastly, use personalized retargeting ads based on their game preferences.
Casinos that overlook CRM and loyalty tactics are throwing away a huge opportunity. The best ones know how to nurture these players and turn them into long-term customers.
Are there certain markets where no deposit free spins work better?
Definitely. We see big success with no deposit casino bonuses in Nordic countries, Canada, and parts of Europe. Players in these regions tend to be more cautious with their money, they want to test a casino first before making a deposit.
Also, in markets with strict advertising regulations, no deposit free spins are a smart way to attract new players. If a casino can’t run aggressive marketing campaigns, offering free spins gives players a reason to check them out organically.
What are the biggest mistakes casinos make with no deposit bonuses?
The biggest mistake? Focusing only on FTDs. Many casinos judge success only by how many players deposit right away. But that’s short-term thinking.
Instead, they should track how well their CRM funnel converts no deposit players, the percentage of these players who deposit later, and how loyalty programs keep them engaged.
Another major mistake is making withdrawal conditions too harsh. If a player wins from free spins but sees impossible wagering requirements, they’ll get frustrated and leave forever. A better approach would be to offer reasonable terms so players stay engaged and are more likely to deposit.
Should casinos rethink how they value no deposit players?
Of course! Too many operators dismiss these players as low value, but that’s the wrong mindset. In such a competitive industry, even getting a player’s contact information is a win.
If casinos invest in a strong CRM strategy, a well-optimized loyalty program, and easy payment methods, they can turn freebie hunters into loyal, depositing players. No deposit bonuses aren’t just giveaways. When used correctly, they’re one of the best acquisition tools.
The post Are No Deposit Free Spins Worth It? A Chat With Paul Puolakka, CMO of Mr. Gamble appeared first on European Gaming Industry News.
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.
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