Interviews
Exclusive Safer Gambling/Harm Prevention Roundtable
The latest EGBA reports have indicated that not only are members sending more safer gambling messages than ever before, but also that these messages are becoming increasingly personalised. How important do you think it is for gambling companies to keep looking at the topic of safer gambling/harm prevention and finding more tailored ways to reach their at-risk customers?
Oliver Niner (ON): PandaScore is on the supplier side of the industry, but responsible gambling is very important to the business and everyone who works for it. We go to great lengths to ensure that the data that we provide to our operator partners allows them to do the best job they can of looking after their players, that their activity can be monitored and that any potential problem gambling issues can be picked up early. It’s not our responsibility to protect players, but we do everything we can to facilitate safe gaming. This includes ensuring that all participants in the esports matches that we provide data and odds for are over the age of 18 and we also have a blacklist of matches and tournaments where the likelihood of collusion and other issues are high. This means that we only provide data and odds for matches that are fair and where all players are over the age of 18. Personalisation is a must for operators across all areas of their business, and responsible gambling is no different. If you really want to engage a customer, you need to connect with them on a personal level.
Alex Iaroshenko (AI): Having a solid policy in place for safer gambling/harm prevention and paying close attention to related technology such as Fraud Detection Systems (FDS) are two of the most important things an iGaming business needs to do. When they can prove to the industry that they’re focused on these matters and are committed to developing more sophisticated ways of dealing with at-risk players, their business obviously becomes a lot more trustworthy and they’re likely to attract greater cooperation from companies on the B2B side in future. From the B2C side, speaking openly about safer gambling and how you intend to protect your players also improves your standing in the eyes of bettors as it reassures them they’re playing in an environment where their best interests are being looked after.
What is it about personalised messaging that you think makes it more impactful with customers? Does following betting behaviour closely and responding to events in real time potentially enable gambling operators to intervene at the exact moment where customers are most at risk?
ON: So this isn’t really in PandaScore’s wheelhouse but I am a firm believer that personalised messaging and closely monitoring betting behaviour are highly effective when it comes to improving responsible gambling. There are powerful technologies in the market that allow for real-time monitoring of player behaviour, with the first sign of problem play flagged, often automatically. So long as the operator has the right processes in place, individual players can then be engaged and supported before it becomes a major issue for them. As a provider, we do everything we can to support our operator partners in their efforts to protect players – as mentioned above, this includes providing them with the best data only from tournaments and matches where players are over the age of 18. Ultimately, responsible gambling requires commitment from all stakeholders and as a supplier of data and odds, we are doing everything we can to contribute to this effort.
AI: Absolutely. By closely following a customer’s betting activity and responding to certain “red flag” behaviours in real time, gambling operators can potentially intervene at the precise moment where their messaging will be at its most impactful. This is often referred to as responsible gambling or harm minimisation and has become a key part of overall safer gambling strategy, with many gambling regulatory authorities now requiring operators to issue these personalised interventions and use other RG measures to protect vulnerable customers. Generally speaking, a personalised message is always going to be more likely to get a customer’s attention than a generic one, and while this can be beneficial for safer gambling purposes, operators should ensure these tailored communications are used responsibly elsewhere and aren’t encouraging users to engage in harmful gambling behaviour.
In light of the above, how big of a role do you think AI has to play in improving the protection that’s offered to at-risk players? Presumably if gambling operators are able to monitor betting activity and issue appropriate safter gambling messaging automatically, it will eliminate human error and ensure that no players fall through the cracks when they’re at their most vulnerable?
ON: PandaScore is a big proponent of AI – so long as it is used in the right way – and we have embraced this technology and used it extensively when building our product offering. AI can absolutely be used to improve responsible gambling, especially when it comes to monitoring player behaviour and patterns to identify potentially at-risk players early. That said, AI needs to be combined with human oversight in order for it to be deployed responsibly and for operators to be able to leverage the full potential of the technology, especially when it comes to safe gaming. By combining humans and AI, the technology can be further developed and refined specifically for the purpose of safe gaming so that it keeps getting better at identifying potentially at-risk players and then delivering the right messaging at the right time.
AI: While AI can significantly enhance responsible gambling measures, it’s important to note that it should always be used in conjunction with human oversight and viewed through a lens that also takes ethical considerations into account. At this precise moment in time, human expertise remains crucial in interpreting AI-generated insights and using them to make decisions that balance player protection with a positive user experience. All AI systems must therefore be designed with transparency, fairness and privacy in mind to ensure they are used responsibly and ethically. Essentially, a good AI system should act as a reliable co-pilot that can track, inform and make recommendations when there’s a safer gambling issue, but it’s down to staff to interpret this data and decide the best course of action.
In terms of safer gambling, one of the most encouraging signs for the industry is that in addition to operators, the players themselves are also becoming more engaged with responsible gambling, with 30% voluntarily using safety tools like time outs, bet limits and self-exclusion. Do you think this shows operators are doing a good job in promoting these tools and making them easy to use?
ON: I think the majority of players are self-aware and understand the need to stay in control of their play. This is certainly the case with esports players and bettors, and if this continues to filter down into the wider gambling world then that’s absolutely a good thing. Of course, there is always more that can be done, and operators should be more proactive when it comes to responsible gambling. The market leaders are doing well in this regard and are setting a solid standard for others to follow. There is a lot that can be learned from the esports space, too. It is very much community-driven with players connecting via platforms such as Discord where they openly talk about their gaming activity in what they consider to be a safe environment. This will hopefully trickle down into traditional sports betting, providing operators with an opportunity to better engage players in an authentic way and share messages around safe gaming rather than pushing them at players, which is the case now.
AI: Ultimately, responsible gambling is a shared responsibility between operators and players. The former have an important role to play in providing necessary tools and resources to their customers, but the latter must then take the responsibility to use them wisely and seek help when they feel it’s necessary. As such, a collaborative process between the industry and its customers is key to fostering a safer and more responsible gambling environment; and the stats we’re seeing indicate this approach is starting to take root. So yes, operators should be given credit for promoting these tools and making them easy to use, but we must also praise customers for being responsible and taking control of their situations.
One of the many services available at BETBAZAR is KYC, which obviously assists clients in ensuring their depositors are of age and able to gamble responsibly. How important are services like KYC in helping operators quickly/reliably verify their customers so they can better protect them?
AI: KYC services are essential tools for operators in the gambling industry that allow them to verify the identity of their customers, prevent fraud, comply with regulations and promote responsible gambling. By implementing KYC processes, operators can better protect their customers, uphold the integrity of their platform and – in some cases – even prevent harmful gambling behaviour before it happens. The key to a good KYC process is having a system in place that enables the operator to get all of the data that they need approved and verified quickly, while not making things complicated for the user and discouraging them from completing their sign-up process. The tools that we provide at BETBAZAR certainly do just that, ensuring a seamless process for both the client and their customers
While safer gambling/harm prevention measures are obviously very important, do you think there needs to be a balance struck between protecting players and ensuring they’re not too restricted? It seems that if you impose too many checks, verification processes or controls on players gambling, you run the risk of driving them directly to unsafe sites with fewer regulations…
ON: There does need to be a balance. One way this can be achieved is to make improvements to the user experience and incorporate responsible gambling tools into that. The front-end experience has changed very little over the past five years or more, and there is space for operators and suppliers to pioneer new approaches here. Onboarding needs to be fast and frictionless, but with smart design, this can be achieved while bringing responsible gambling to the forefront. The underlying technology required for this is readily available, but most operators have focused their use of this on ensuring payments are rapid and bonuses personalised, rather than how to better integrate safe gaming into the overall player experience. A change in tack here could have a profound impact on safe gaming.
AI: Having overly stringent safer gambling/harm prevention measures can indeed drive players to unregulated or unsafe gambling sites, which can pose an even greater risk to their well-being than if the site they originally wanted to play at was a little more relaxed in the first place. As such, both regulators and operators must work together to ensure a suitable balance is struck between protecting players and maintaining a positive user experience. As mentioned above, KYC checks are essential but should be designed to be as seamless and non-intrusive as possible. Then, rather than solely relying on restrictions, operators should invest in educating players about responsible gambling practices and empower them to make their own decisions. To complement this, operators may also consider using a tiered system where customers choose the level of protection that best suits them.
Finally, is there anything that you think the online gambling industry in general should be doing differently when it comes to promoting safer gambling and harm prevention? Should there be a more open dialogue between regulators and operators when it comes to deciding policy/strategy?
ON: There should always be an open dialogue between regulators, operators and other stakeholders. Collaboration is key to progress, and this must come from the top down. Operators know they must protect players and are doing this, but there is always room for improvement. Esports is all about community and I think the wider gambling industry would do well to look to come up with community-led initiatives that bring players together and allow them to engage with them in a more authentic environment. They should also look to redeploy their technical capabilities into responsible gambling – they can profile players and segment them on a granular level for the purpose of marketing and bonusing, but are they really using these capabilities to be more benevolent and take player protection to the next level?
AI: As we’ve outlined above, there are several areas in which the online gambling industry could improve its approach to promoting safer gambling and harm prevention. These include increased transparency, enhanced education for players, greater collaboration with regulators – including research and data sharing – technological innovation and having regular audits and assessments of safer gambling practices to establish what’s working and what isn’t. At the end of the day, promoting safer gambling is a shared responsibility between operators, regulators and players, so by fostering an open dialogue, sharing data and insights and working together, the industry can create a safer, more responsible gambling environment that protects players’ well-being while preserving the integrity of the industry
Looking Back: Growth & Achievements
FBMDS is celebrating five years of expansion and innovation. How would you describe the brand’s journey during this time?
Our journey over the past five years has been one of bold moves, strategic growth, and relentless innovation. As part of the FBM® Group, we began as pioneers in Video Bingo, but our vision extended far beyond that. We have focused on delivering profitable products to our clients and engaging gaming experiences to players. By expanding into multiple gaming categories and strengthening our global presence in key markets like Mexico and Brazil, we have redefined what a localized, player-centric gaming experience should be.
What were the key milestones that shaped FBMDS’ success over the past five years?
Several milestones have defined our success. First, our solidification as a market leader in Video Bingo and Lotto Games, setting the gold standard with best-seller products like Multi Mega, Power Pick Lotto, and Champion IV. Our leadership in Video Bingo is reinforced by unique features like the jackpot system, Magic Ball, and attractive paytables, all of which drive engagement and retention.
Second, our presence at international trade shows has played a crucial role in strengthening relationships with key partners and clients while reinforcing our brand positioning, as seen in events like G2E Las Vegas 2024. Lastly, our rapid expansion in the LATAM region, particularly in Mexico and Brazil, has solidified FBMDS as a trusted and respected brand in a highly competitive landscape.
What has been the most significant challenge, and how did FBMDS overcome it?
The online gaming industry is highly competitive, and differentiation is key. Our challenge was to deliver games that not only stood out but also ensured profitability for operators and engaging experiences for players. We tackled this by investing in customization, localization, and innovation—ensuring that every product aligns with the preferences of specific markets. Our ability to adapt game mechanics, themes, and retention strategies has positioned us ahead of the competition, creating unique gaming experiences that drive business success.
Product Evolution & Market Leadership
FBMDS has built a strong reputation in Video Bingo. How has this segment evolved, and what makes FBMDS a leader in this category?
Video Bingo is our DNA, and we have continuously pushed its evolution by refining gameplay mechanics, introducing engaging themes, and incorporating advanced technology to enhance user experience. Our commitment to differentiation sets us apart: our jackpot feature, the Magic Ball, and attractive paytables are tailored to maximize player engagement and operator profitability. Customization is at the heart of our strategy, ensuring our games resonate with local markets and drive long-term success.
Among FBMDS’ product portfolio, do you have a personal favorite? Why?
It’s hard to pick just one, but I’d highlight our Video Bingo games because they represent our legacy and continued leadership in the industry. We believe Video Bingo is an essential asset for any online casino, as it offers a nostalgic yet modern experience, combining interactive features with high retention rates. Our jackpot system enhances player excitement, while innovative game mechanics keep engagement levels high. In addition, our crash games showcase our adaptability and innovation, delivering high-quality visuals and dynamic gameplay. These two categories reflect our strategic pillars: player engagement and profitable gaming solutions for operators.
Future Outlook & Expansion Plans
Looking ahead, what’s the vision for FBMDS’ next five years?
We are just getting started. Our vision is to expand our influence by continuously delivering innovative and engaging gaming experiences that drive profitability for operators. While we maintain our leadership in Video Bingo, we are also focused on strengthening our position in other gaming verticals. We will continue investing in localized, player-driven innovation, ensuring that every product we launch enhances both player experience and operator success.
Brazil is a key market with huge potential. How does FBMDS plan to strengthen its presence in this region?
Brazil is a strategic priority for us. With regulatory developments and increasing demand for online gaming, we see tremendous opportunities to expand. Our approach is centered on offering tailored gaming experiences that resonate with Brazilian players, ensuring our products align with their cultural and gaming preferences. Additionally, we are forging strategic partnerships with operators to facilitate seamless and impactful expansion in the region, ensuring that our games drive engagement and profitability for our partners.
Innovation & What’s Next
Can you share any insights about upcoming products or features that FBMDS is working on?
Absolutely. We are developing a new generation of Video Bingo games featuring advanced jackpot systems, enhanced gameplay mechanics, and even more engaging features tailored to player preferences. Our goal is to create experiences that keep players entertained while maximizing operator revenue. In addition, we are working on new slots and bonus structures designed to drive engagement and profitability, ensuring that FBMDS remains at the forefront of gaming innovation.
What can operators and players expect from FBMDS in the near future?
A: More expansion, more innovation, and an even stronger, more diverse gaming portfolio. Players can expect cutting-edge experiences featuring interactive and rewarding mechanics, while operators will benefit from flexible, high-performance gaming solutions designed to optimize engagement and profitability. We are committed to maintaining our leadership in Video Bingo while continuously evolving to meet market demands.
Final Thoughts
After five years of continuous growth, what message would you like to share with FBMDS’ partners and players?
First and foremost, a heartfelt thank you to our players, partners, and the entire FBMDS team. Your trust and support have been instrumental in our journey. As we move forward, we remain committed to delivering exceptional gaming experiences, driving profitability for our partners, and continuously pushing the boundaries of innovation. The best is yet to come!
If you had to describe FBMDS’ journey in one word, what would it be?
Transformational.
The post Interview w/ Renato Almeida, Director at FBM appeared first on Gaming and Gambling Industry in the Americas.
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.
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