Interviews
Irina Laivina, Media 24: “Our content is meant to educate and entertain”
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.
Interviews
Inside the Kongebonus Awards: What Norway’s Players Are Telling the iGaming Industry
As the only iGaming awards originating from Norway, the Kongebonus Awards are decided entirely by open player voting, offering a rare, unfiltered view into what truly resonates with a dedicated gaming community. Kongebonus Editor-in-Chief, David Nilsen, explains how this year’s results reflect shifting player expectations, highlight both emerging and established studios, and contribute to wider industry conversations around quality, innovation and long-term engagement.
The Kongebonus Awards are now in their fourth year. How have you seen them evolve since the first edition?
Since the first edition, the Kongebonus Awards have grown both in reach and in significance. What started as a way to highlight standout games for our Norwegian audience has developed into a recognised annual moment where player sentiment is clearly reflected back to the industry. Each year we see greater engagement from the community and more awareness among studios and suppliers about what the awards represent. The structure has also matured, with categories that better capture the diversity of modern game development. Most importantly, the awards have become a consistent reference point for which games and providers have truly connected with players over the past year, giving the results increasing weight within the wider iGaming conversation.
This year’s awards were presented in connection with ICE Barcelona. How important is it to connect a Norwegian, player-driven initiative with the wider international industry?
Connecting the awards to an international event like ICE Barcelona helps bring local player insight into the global industry spotlight. While the voting comes from Norwegian players, the studios and games involved operate across many markets. Presenting the results in that setting underlines that player preferences in Norway are part of wider trends in iGaming. It also allows international stakeholders to see how a Nordic audience responds to different styles of games, mechanics and themes. That perspective can be valuable for product planning and market strategy.
This year’s winners were decided through open public voting. Why is it important that the results reflect the voice of players so directly?
Having the winners decided through open public voting ensures the results are grounded in real player experience. The recognition comes directly from the people who have spent time with the games, formed opinions and chosen their favourites. That gives the awards a strong sense of authenticity. It moves the focus away from internal industry perspectives and places it firmly with the end users. For studios, this kind of recognition signals that their work has genuinely resonated with players, not just performed well commercially. Player-led results offer a clear and transparent indicator of which games and providers have built lasting appeal, and that makes the outcomes especially meaningful within the industry.
The awards focus not only on commercial performance, but also on quality, innovation and player experience. From this year’s winners, what stood out most to you?
What stood out most was the balance between creativity and accessibility. Players clearly reward innovation, but only when it is paired with strong execution and an enjoyable overall experience. Many of the recognised titles combine distinctive mechanics with clear game identity and smooth gameplay. There is also evidence that consistency matters. Studios that repeatedly deliver engaging, reliable experiences tend to build strong followings, and that loyalty is reflected in the voting.
How do categories such as Rising Star Game Developer and the Readers’ Hall of Fame help ensure the awards spotlight both emerging studios and more established names?
These categories make sure the awards reflect the full spectrum of achievement in the industry. The Rising Star category gives visibility to newer studios that are already making a strong impression with players through innovation and creativity, even if they do not yet have the scale of the largest providers. In contrast, the Readers’ Hall of Fame recognises games that have achieved lasting popularity and become long-term favourites. Including both perspectives shows that excellence is not limited to one stage of growth. It highlights that players value both fresh ideas and proven experiences.
Looking ahead, how do you expect the awards to continue growing, and what role do you see Kongebonus playing in shaping player-led conversations in the industry?
As player expectations continue to change, the awards will develop alongside them. The aim remains to document and highlight the studios and games that genuinely stand out from a player perspective. Over time, this may mean refining categories or exploring new ways to reflect emerging trends, while keeping open voting at the core. Kongebonus will continue to act as a bridge between players and the industry, translating community sentiment into insights that studios and suppliers can learn from. By keeping the focus on player experience and feedback, the awards can play a growing role in encouraging the industry to prioritise quality, innovation and long-term player engagement.
To find out more about this year’s Kongebonus Awards and see the full list of winners, visit: https://www.kongebonus.com/nyheter/vinnere-av-kongebonus-awards-2025/
The post Inside the Kongebonus Awards: What Norway’s Players Are Telling the iGaming Industry appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Interviews
Scaling innovation through the launch of Tequity Publishing
Following the announcement of its new publishing vertical and the successful debut of Royal Drop, we sat down with Tanja Bergman, Head of Growth RGS at Tequity, to discuss how this new arm is set to dismantle technical barriers for ambitious studios and why scalability is the new frontier for the ‘Burst Games’ genre.
Tequity has just officially launched its Publishing vertical. What was the primary catalyst behind this move?
The industry is currently in a fascinating place. There is no shortage of creative talent among studios, but there is a massive technical bottleneck. We have seen so many ambitious studios with incredible concepts – especially those moving beyond traditional slots – who have been getting bogged down in terms of getting those concepts out into the marketplace.
The catalyst for Tequity Publishing was simple. We wanted to break down those technical barriers. By handling the infrastructure, distribution, and compliance frameworks, we allow studios to do what they do best, which is build outstanding games. It’s about speed-to-market without compromising on the quality or the vision of their content.
The launch coincides with the release of Royal Drop. How does this game, and the partnership with Mirror Image Gaming and The Fortune Engine, showcase what Tequity Publishing is all about?
Royal Drop is the perfect proof of concept. It’s a collaboration that highlights three important pillars of modern game delivery. You have Mirror Image Gaming bringing that fresh, video-game-influenced Burst Games energy, The Fortune Engine provide the math tools and templates, and Tequity Publishing offers the global scale and distribution pathway.

It shows that when you remove operational friction, you can create a game-first experience that appeals to a new generation of players who want something more interactive than a standard 5×3 reel.
Tequity Publishing offers two models: RGSaaS and RGS-to-RGS. Can you walk us through the strategic benefits of each?
Flexibility is key, because no two studios are at the same stage of their journey. The RGSaaS model is our full-service offering. It’s designed for studios that want to focus 100% on the creative side. We provide the entire infrastructure and publishing framework and it is essentially a business-in-a-box for game creators.
The RGS-to-RGS model is a more streamlined, tech-first approach for studios that already have their own RGS but lack the distribution muscle. It allows them to plug into our growing operator and aggregator network instantly. Both models are built on the same philosophy: helping studios reach parts of the market they otherwise couldn’t access on their own.
You mentioned reaching new generations of players. How does this vertical specifically empower studios to innovate in ways they couldn’t before?
When a studio is concerned about how they are going to integrate with a multitude of different operators or how to navigate complex jurisdictional requirements, they tend to play it safe. They stick to what they know.
By taking that weight off their shoulders, we give them the opportunity to be brave. Studios like Mirror Image Gaming are pushing the boundaries of modern iGaming, taking influences from the video game world. This is exactly what the new generation of players is looking for. We provide the scalability so that these niche, innovative ideas can achieve mass-market impact.
It’s been a busy period for Tequity, following the success of your Originals series and the iBankroll partnership. How does the Publishing vertical fit into the broader Tequity roadmap for 2026?
It’s all part of becoming the ultimate technology partner for the gaming industry. Whether it’s our streamer-friendly Originals or our Bankroll-as-a-Service offering, the goal is to provide scalable, customisable solutions. Tequity Publishing is the natural evolution of that mission. We aren’t only providing the tools anymore, but also the pathway to the player. Looking ahead, you can expect a series of further launches through our three-way collaborations. We’re proving that the barrier to entry for innovation has never been lower.
Finally, for studios looking to scale quickly, what is your main message to them?
Don’t let technical noise drown out your creative signal. If you have a game concept that breaks the mould, you shouldn’t have to spend years building the distribution architecture to get it seen. That’s what we’re here for. We want to help you launch at a speed and scale that matches your ambition, so that you can make a significant splash in the industry.
The post Scaling innovation through the launch of Tequity Publishing appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
BetMGM
Breaking America with BetMGM
We speak to Charles Mott, CEO & Co-Founder at S Gaming, about the provider’s move into the US market with BetMGM and why more casual gameplay hits the mark with players stateside
Congratulations on your deal with BetMGM in the USA. Why is this such a milestone market launch for S Gaming?
The deal with BetMGM marks our hotly-anticipated launch in the US market, and sees our games go live to players in core regulated states such as New Jersey, Pennsylvania, West Virginia and Michigan. We see huge potential for our content in the North American market, and to make our debut with such a high-calibre operator is a testament to this. The US is still just finding its feet as a regulated online casino market, and our games, with their focus on sustainability and high entertainment, are the perfect fit for audiences who are used to land-based slots and are increasingly moving online. They are simple, easy to understand and play, and ultimately deliver tons of fun over longer playing sessions – just like the slot machines found on the floors of casinos in Las Vegas and beyond.
Just how important was it to go live with a tier-one operator like BetMGM? And how will the deal allow you to quickly build momentum in the US?
It’s mission critical. Going live with BetMGM allows us to build immediate trust with players, tap into a large and loyal playerbase, and simultaneously enter multiple regulated iCasino states at the same time. Now that we are up and running with BetMGM, we are turning our attention to striking partnerships with other operators active in the market. It’s pretty much the same blueprint that we’ve followed in our home market of the UK where we are now live with all but a handful of brands – something we have been able to achieve in a little over two years. We know the US is a slightly different market, but we are confident in our approach to game development and, as we gather more data on how US players interact with our games, will use this feedback loop to guide our product roadmap going forwards so that each title is better than the last and more suited to the preferences of US players.
You mentioned that your games are aimed at more casual players. How does this align with the preferences of US consumers?
If you walk onto the gaming floor of any Las Vegas casino, you’ll see row after row of slot machines. Increasingly, these machines are designed to keep players entertained for longer through gripping gameplay and regular wins. A lot of online slot content delivers high risk/high reward gameplay, where players can quickly clear through their balance as they hunt down big wins – wins that don’t land all that often. In a market where operators care deeply about retention and lifetime value, games that keep players spinning for longer really matter. Our approach to producing sustainable, fun games for players in the UK and Europe has allowed us to not only stand out but to engage players at scale, and we are confident players in the US, especially those who enjoy land-based slotting, will also be drawn to them at scale.
Has launching in the US been a major undertaking for S Gaming, or did it prove to be plain sailing for the most part?
When planning our move into the US market we identified two routes. We have our own remote game server, so we could build on that, secure licences in each state we wanted to enter, and then deploy our content directly with operators. The other option would be to work with a third-party RGS provider that already has the licences and integrations we needed. While the first option might sound like the best, in reality, especially for a smaller studio, the cost of and resources required for securing individual state licences can be prohibitive. So instead, we joined forces with Gaming Realms as they have the cutting-edge RGS and licences (in both the US and Europe) we were looking for. This means we simply need to build a US version of each game on the Gaming Realms RGS and can then deploy content with the wide range of operator partners they are connected with in regulated iCasino states across the US.
Tell us more about the initial run of games you’ve launched with BetMGM.
We’ve launched the partnership with Barnyard Bash Chicken Chase which will be followed by Triple 7 Jackpot in February and Cat and Mouse Collect in March – with one new game a month to follow as we build out our US portfolio. If players were to try just one of our games, it would be Barnyard Bash Chicken Chase. It gets players clucking as they spin the reels, collect Eggs and add them to the growing Nest – the more eggs collected, the bigger the Nest Egg becomes. Not only that, Eggs can randomly activate the matching colour-coded Nest Egg and award entry to the Chicken Trail feature, drop Egg-stra Free Spins or lay an Instant Prize.
But once they’ve tried it, they’ll definitely want to take Triple 7 Jackpot for a spin. This classic slot is dripping in neon action – the Triple 7 feature is always on screen but is locked until a spin lands three Bonus 777 symbols. This unlocks the feature with on spin awarded, giving players a shot at the 500x Jackpot prize. Free Spins are also up for grabs with seven Free Games awarded when three Scatters land in the base game.
Finally, Cat and Mouse Collect is a playful, feature-rich slot built around a simple but engaging Collect mechanic. Players pin the reels, collect up the cheeses and feed the hungry mice until they’re fit to burst. Green plates will serve up an instant prize, Blue will start the wild and wacky Cheese Chase and Red dishes out some feisty Free Spins. With regular feature triggers and plenty of on-reel interaction, it’s designed to keep players engaged from spin to spin without relying on extreme volatility.
What does success in the US look like for S Gaming over the next 12-18 months?
Success for us isn’t about one big hit, it’s about becoming a trusted, widely-distributed supplier in regulated iCasino states. Over the next year we want to significantly expand beyond BetMGM, roll out a steady pipeline of US-optimised titles and build the kind of player data and
operator relationships that let us grow sustainably. If players in New Jersey, Pennsylvania and Michigan are regularly choosing S Gaming titles as part of their core rotation, then we’ll know we’re really breaking into the market.
The post Breaking America with BetMGM appeared first on Americas iGaming & Sports Betting News.
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