Interviews
Relax Gaming boosts team with key promotion amid plans to boost Italian footprint
Relax Gaming has established a strong footprint in regulated markets around the world, and Italy is no exception. The Italian market holds plenty of promise for the brand and following on from Money Train 4’s exclusive launch in the country, there is great scope to provide immersive gaming experiences for players.
Relax’s New Director of Italy, Gianluca Crimaldi explains how the industry’s leading game studio and platform provider will continue to make its mark.
First off, congratulations on your promotion to Director of Italy! Can you talk us a bit through your role at Relax and your immediate priorities?
Thank you! My role will be focusing on building on our brand’s already well-established presence in one of Europe’s biggest markets. We debuted in Italy back in April 2022, and in many ways we’ve got a wealth of opportunity to capitalise on.
While I can’t say too much just yet, our development roadmap up until Q3 2024 is incredibly exciting – which I know is going to be very exciting for our Italian players, and I’m confident t that we have plenty of titles coming up that will resonate incredibly well with local players – our key mission here is to provide a platform for engagement that not only drives differentiation, but also entices land-based players to give the world of online a try for the first time. This is important in Italy especially, given much of the market is still composed of retail.
Taking a look at Relax’s recent performance in Italy since your market entry in April 2022, what’s Relax’s current position on the market and what opportunities do you see?
Thanks to our hard-work and some really strong launches, including the Money Train series and Dream Drop Jackpots, which has created 11 millionaires in just over a year, we’ve established a very strong reputation here already. We’ve seen huge player spikes during our key releases, and as a result, excellent player retention as we look to truly drive differentiation. While I believe we were always confident we’d make our mark here when we debuted in April 2022, I can safely say these numbers exceeded even our optimistic expectations. Italian players really love what we have to offer.
On opportunities, as we’ve already mentioned, Italy has one of the largest demographics of retail-based players in Europe, so there is huge potential for expanding one’s player base, and we’re planning to innovate even more in the year ahead to ensure that Italian audiences have access to the best that our content portfolio has to offer.
Particularly notable was your major coup in bringing Money Train 4 exclusively to StarCasino ahead of the game’s international launch – does this highlight the focus Relax has on the Italian market?
That was certainly a fantastic move for us! Money Train 4 was our key release of 2023, and the anticipation from operators and players alike was incredible. To be able to go live in Italy with StarCasino, a day before the official launch speaks volumes on the importance we place on the Italian market, as well as the value we place with our major partners.
We have seen a great appetite for our content in Italy, and this was the latest step in ensuring we continue to make our mark here. This also highlights the emphasis we have on ensuring we can provide something truly special for operators to engage and excite their players. Greatness always comes from a team effort – and seeing such amazing results in a short period of time is a testament to everyone’s hard work.
On to the macro viewpoint – what’s your take on Italy’s iGaming performance in recent years and how have trends been shaped post-2020?
Italy is viewed as a complex market, mainly due to the regulatory processes and knowledge that is required to navigate these hurdles. Once these are overcome, there are high rewards and huge opportunities. It’s all about identifying opportunities and challenges – and then providing the solution.
I have been fortunate enough to work across many markets, and this will be incredibly useful in ensuring differentiation and originality with content which is a key to succeeding in Italy. As we’ve already touched on, the Italian market has been somewhat sceptical about online casino over last decade. This is due to both the country’s social culture and retail betting heritage – both of which make Italy truly unique. In line with that, the transition to the online sector has been far slower than other areas of the continent, especially when compared to the UK and Scandinavia. This is changing fast however, and in the last year, we’ve seen adoption accelerate exponentially across the country, with more players than ever enjoying online entertainment as well as the superior engagement it offers compared to retail.
Continuing with the land-based market, which still takes up about 80%+ of player demographics, as one of the industry’s major suppliers, how is Relax helping operators convert land-based players to the exciting world of online?
It’s certainly what makes Italy unique. There are long-standing brands that have established reputations in the retail space, and they will continue to have their customers. Relax prides itself on producing a diversified content portfolio that engages all players, and this is a key in ensuring growth in the online sector. I see this transition as a natural development in line with changing player demographics – especially when it comes to the smartphone generation.
Of course, a country with such a rich retail heritage will similarly demand content online, which means players will unquestionably be more attracted to more classic titles in comparison to other markets like the UK and Scandinavia. Just as we’ve seen with these two markets in the 2010s, once players begin to expand their range of gaming online, and once they start to engage with your own content, you’ll no doubt see a greater uptick across a more modern range of titles – especially with the likes of our Money Train series! At Relax we pride ourselves in offering a different something for everyone, and I have no doubt that with our fantastic titles, we will see continued exponential growth in online adoption – which we are looking forward to being a key part of!
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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