Conferences in Europe
Speaking the Player’s Language: Promatic Group’s Take on Game Localization in CEE
The Prague Gaming & TECH Summit 2025 brought together some of the brightest minds in the iGaming and tech industries – and the conversation didn’t stop when the curtains closed. As this year’s General Sponsor through its Promatic Games brand, Promatic Group made a powerful impact on-stage and behind the scenes. In a dynamic keynote presentation titled “Localizing Slot Games: Does the Central European Player Need Localized Content?”, Maciej Makuszewski, iGaming Director, and Luka Oblak, Head of Product Design, explored how cultural nuances shape player engagement and game performance across regional markets.
Now, post-event, we caught up with Maciej Makuszewski to delve deeper into the topic of localization, player behavior, and what makes content truly resonate in Central and Eastern Europe.
Maciej, your keynote at the Summit offered compelling insights into how culture and language affect game engagement. What do you believe is the biggest misconception about localization in the iGaming industry today?
It is that it is enough to hire a translator of a game to deliver localized content. This is not the end of the road – on the contrary – this is just the beginning. This may sound like saying the sun rises in the east, but I still would say there can be a lot more attention paid to giving games a local touch.
But coming back to translations, nowadays, even at this basic level, we can observe so many pitfalls and mistakes that could have been avoided if people really had the player at the core of their strategy. I guess we are past this time in history of globalization that unified products and content simply entered new markets with no tailoring whatsoever and there was demand for them, because there hadn’t been much of a choice of anything else. We’d like to see companies try harder when they enter new markets. I hope we will become one that actually gets the hyperlocalization just right.
You and Luka presented some standout cases on localized content. Could you share one example that truly surprised your team – either by outperforming expectations or revealing a cultural insight you hadn’t anticipated?
I guess that would be the transformation of a simple fruit game launched as Red Hot Jackpot in Poland, into a rich animations theme game it became in Nigeria. The nigerian version of Red Hot Jackpot is called Naija Wheels and it is the exact the same math model and game logic as Red Hot Jackpot, but what makes it appealing to the local customers of slot halls in Nigeria is its hyperlocal theme. Naija Wheels is a funny story of things you see in Lagos traffic. So instead of a Cherry symbol you have a symbol of a police officer. Instead of a plum symbol, you have an okada driver from Lagos etc.
Very different game themes, same logics, same business effects – the game is a great performing slot in Poland and a superb hit in Nigeria.
In your view, what are the non-negotiables when designing localized slot content for Central and Eastern European markets? Are there elements developers often overlook?
There are so many local markets in the CEE that it is really hard to unify this. But in a nutshell – we know in our region, highly volatile fruit themed games are very popular. Having said that, it is not a surfire way to success. You may want to localize the content even further through cultural and humor references.
The ROI of local-branded slots is often debated. Based on Promatic Group’s experience, when does it make strategic and commercial sense to invest in hyper-local content – and when is it better to focus on broader appeal?
It all depends why you do this and how you measure the ROI. If you measure a single game ROI this might be a trap. It will very much depend on the math model and features of the particular game. Apart from revenue stream, there are also costs to be considered. If we’re talking about a “game reskin” then certification will be something you can optimize and so on. There are numerous ways to tackle this issue. Sometimes you can come up with a hyper local game and just launch it somewhere else to test if it works, which will boost your revenue stream and the total ROI. All in all we are very happy with our local approach and we intend to stick to it.
Let’s talk about the future. With shifting player expectations and tech advancements like AI personalization, how do you see the localization strategy evolving over the next 2–3 years at Promatic Group?
I would expect this hyperlocalization becomes a commodity in the industry. This will also require a lot of human factor so that it is done the right way. AI will speed things up, but I believe that the human touch will be key. We already have amazing tools, but using them the right way is what will make a great difference.
The post Speaking the Player’s Language: Promatic Group’s Take on Game Localization in CEE appeared first on European Gaming Industry News.
Conferences in Europe
Eurasia and the Middle East in Focus at SBC Summit 2025 Emerging Markets Stage
Untapped potential, surging demand, and shifting regulations are putting Eurasia and the Middle East firmly on the iGaming radar.
SBC Summit 2025 will tap into this momentum with a new Emerging Markets: Eurasia & the Middle East track on Wednesday, 17 September at the Feira Internacional de Lisboa (FIL), featuring five powerhouse sessions on market entry, regulation, and long-term growth strategies.
The track will provide in-depth analysis of key jurisdictions, including Georgia, Armenia, Uzbekistan, and the UAE; markets undergoing significant change due to political shifts, evolving regulations, and growing local demand.
Sessions will offer practical guidance on entering and operating in these regions, with a focus on understanding regulatory frameworks and adapting to local market conditions.
Rasmus Sojmark, Founder and CEO of SBC, said: “Eurasia and the Middle East are a core focus for SBC Summit 2025. The opportunities here are real, but so are the challenges. Long-term success means understanding the local landscape and building genuine relationships on the ground.
“With this track, we want delegates to hear directly from the people who know these markets best, and to walk away with strategies they can put to work straight away.”
The track will open with the Eurasia Leaders Panel: Expansion or Contraction – Which Way Will the Bridge Between Continents Swing?, offering delegates the chance to hear directly from the leaders shaping the market across the Caucasus, Central Asia, and the Balkans. Irakli Asanishvili (Head of Central & Eastern Europe, Flutter International), Adam Lamentowicz (CEO, Superbet Group), Max Potomkin (Deputy CEO, Parimatch), and Simon Westbury (Strategic Advisor, 1xBet) will examine whether political and regulatory pressures could stall momentum in markets like Georgia and Uzbekistan or if the region’s passionate fanbase and tech-savvy operators will continue to fuel expansion.
Following this, Georgia & Armenia Lead the Way will explore how these markets are adapting to recent tax and regulatory changes. Nika Gigashvili (Managing Director / Partner, SMH Global), Giorgi Gvenetadze (CCO, Flutter CEE), Vahagn Tangamyan (Head of Legal Department, Totogaming), and Gega Topuridze (CBDO, Betlive) will discuss how operators can adapt to new frameworks while capitalising on the region’s abundant talent pool and digital infrastructure.
The session Cryptocasinos & Emerging Markets – The Boom Continues will examine the rise of crypto-based gaming models in Eurasia and the Middle East. The panel will bring together Tiago Almeida (CEO, Oddsgate), Andrew Gellatly (Executive Director, Alderney Gambling Control Commission), Stefan Kovach (Founder & CEO, RARER THINGS), Melissa E. Lamb (Director of Sales – Luxury, Payhound), and Tom Waterhouse (Chief Investment Officer, Waterhouse VC) to examine how operators can maximise increasing crypto-adoption while maintaining compliance and responsible frameworks.
Crossing Borders: Cross-Selling in Balkan Markets will bring together regional experts to explore how businesses can thrive in culturally connected markets while navigating diverse regulatory frameworks. Dan Alexandru Ghiță (President, Rombet), Ivan Gojic (Chief Sportsbook Officer, Entain CEE), Rossi McKee (Vice President, CT Gaming), Alexander Popov (Director of Supervision, Gambling & Gambling Activities Directorate, National Revenue Agency (Bulgaria)), Marinos Shiapanis (Co-Founder & CEO, Campeon Gaming), and Artem Skrypnyk (CEO, Favbet Tech) will share their insights on building a consistent brand across multiple jurisdictions without compromising compliance.
Inside the UAE’s Ambitious Vision: Building a World-Class, Regulated, and Responsible Gaming Market from the Ground Up will examine the UAE’s move towards adopting a regulated gambling framework. Garret Greene (SVP Global Relationships, SBC), Christina Hu (Chief Strategy Officer, Momentum), Kevin Mullally (CEO, GCGRA), David Patent (EVP, Wynn Al Marjan Island), Lauralyn Sandoval (Vice President Gaming Strategy and Business Development, Aristocrat), will explore what a regulated betting framework in the region could look like and how the UAE’s approach could influence neighbouring jurisdictions and reshape global perceptions of gaming in the Middle East.
The Emerging Markets: Eurasia & The Middle East track forms part of SBC Summit’s Emerging Markets stage, alongside sessions analysing iGaming and sports betting growth in Africa (Tuesday, 16 September) and Asia (Thursday, 18 September).
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The post Eurasia and the Middle East in Focus at SBC Summit 2025 Emerging Markets Stage appeared first on European Gaming Industry News.
Conferences in Europe
Ivan Montik and Rubens Barrichello take stage at SBC Summit: Excellence Under Pressure
It’s hard to find a business sector evolving faster today than iGaming. Perhaps only Formula 1, with its incredible speed, comes close. Champions of innovation and speed, Ivan Montik, Founder of SOFTSWISS and Rubens Barrichello, former F1 driver and Non-Executive Director in Latin America at SOFTSWISS, will take the Super Stage at the SBC Summit in Lisbon on 16 September. Their fireside chat, Excellence Under Pressure: Evolving in a Fast-Moving Space, will explore how to thrive in an industry that never slows down.
The SBC Summit is one of the world’s leading events for the sports betting and iGaming industry, bringing together more than 25,000 delegates, 600 speakers, and 1,000 exhibitors from across the globe. Its Super Stage hosts the headline sessions, featuring thought leaders who shape the industry’s future. Against this backdrop, the fireside chat between Montik and Barrichello promises to be a highlight of the Lisbon event.
In Formula 1, excellence means performing at the limit while rules and technology constantly evolve. iGaming is no different. In this fireside chat, Ivan Montik and Rubens Barrichello will explore how to sustain excellence under pressure – turning regulation into advantage, balancing speed with reliability, and building systems that adapt without breaking. Barrichello will share lessons from F1’s rapid technological changes, while Montik will show how SOFTSWISS applies similar agility in iGaming, innovating quickly while ensuring compliance and stability.
Last year, Montik and Barrichello’s dialogue on leadership became one of the highlights of the SBC Leaders Summit, sparking strong interest from the audience. Building on that success, they return to the stage this year with a new focus: innovation.
“Excellence under pressure means building systems that adapt fast without breaking. As a founder, I always stand for consistency, reputation, and delivering for our clients. We never innovate for the sake of innovation – but we always look ahead. Our R&D team closely monitors trends so we don’t miss them, but create them. At the same time, we ensure stable, uninterrupted iGaming software that runs 24/7 with uptime close to 100%. At this speed, it’s about taking every curve smoothly and helping our clients lead in every market. I look forward to meeting our partners at the Summit, sharing insights, and connecting in person,” said Ivan Montik, Founder of SOFTSWISS.
Ivan Montik and Rubens Barrichello will also join the SOFTSWISS team at Stand B160 to discuss the business and innovations worldwide.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post Ivan Montik and Rubens Barrichello take stage at SBC Summit: Excellence Under Pressure appeared first on European Gaming Industry News.
The SOFTSWISS Game Aggregator has been recognised as Best Aggregator at the SiGMA World Euro-Med Awards 2025, marking its second major win in just one week. Days earlier, the solution was named the Best Aggregator at the CGS Recife Awards 2025 in Brazil. Earning two prestigious titles on two continents confirms the Game Aggregator’s reputation as the standard-setter for the industry.
Being recognised twice within a week is a milestone that underscores the global stature of the SOFTSWISS Game Aggregator. Latin America and Europe – two rapidly evolving iGaming markets – have both named it Best Aggregator, affirming its reputation for reliability, scalability, and innovation. These awards highlight the company’s commitment to growth, global coverage, and platform stability.
The Game Aggregator offers direct access to more than 35,000 games from 300+ providers and operates seamlessly in 24 regulated jurisdictions. Its robust infrastructure ensures 99.999% uptime and the ability to handle thousands of requests per second, making it one of the most stable aggregation platforms worldwide. With this latest honour, the Game Aggregator celebrates its eighth international award.
Recognition as Best Aggregator twice in one week reflects the platform’s ability to deliver measurable results. Its Tournament Tool raises daily betting volumes by 22%, while Jackpot Aggregator campaigns increase average player turnover by 50%. These tools translate awards into business growth for operators.
“To be named Best Game Aggregator twice in one week is a remarkable achievement and a powerful validation of our product. Recognition in both Latin America and Europe proves the Game Aggregator’s global strength. Our team will continue to expand the platform’s capabilities, delivering unmatched content, stability, and engagement tools that help our partners grow,” added Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator.
The SOFTSWISS team will be available at SBC Lisbon 2025, Stand B160, to discuss the possibilities of the Game Aggregator.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post SOFTSWISS Game Aggregator Wins Europe After LatAm in One Week appeared first on European Gaming Industry News.
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