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BtoBet’s founder Alessandro Fried discusses vision, strategy and product innovations for 2021

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2020 was hugely successful for BtoBet. What are the set targets for 2021?

Further consolidating our presence in those markets where we are already considered as market leaders, whilst seeking to strengthen our partner portfolio in mature and new markets must be the target we set for ourselves for this year. During 2020, despite all the challenges brought about by the novel coronavirus pandemic, we have not only continued strengthening our positions in markets, such as Africa and Latin America, announcing strategic partnerships that will reap substantial benefits for the company on the medium to long term, but we have also set out a clear vision to make a similar impact in more mature markets such as Europe, whilst setting our eyes on new opportunities.

Increasing our footprint on an international level has always been our intention from the very onset, and what the company has achieved in a relatively short period of time is testimony to the determination and talent within the company’s ranks to meet the set targets.

Furthermore, BtoBet’s acquisition by Aspire Global now puts us in the ideal position to be able to enter more complex market scenarios, such as Europe, which are highly characterised by an overwhelming level of regulation. Together we are able to meet the requirements of all operators requiring a technological partner serving the entire iGaming value chain, providing them with a cutting edge sports betting platform, and also all requirements from a content and services point of view. All this whilst adhering to the compliance requirements of the vast majority of regulated jurisdictions, keeping to a minimum the time-to-market.

Having said this, the overzealous regulation and over taxed market scenarios characterizing the European market have led to businesses turning towards the fresh, and new opportunities other emerging markets can offer them.  And our strong presence in these markets, puts us at in an optimal position to assist those operators seeking to gain an advantageous position in these so-called emerging markets.

The past months have seen BtoBet very active in different markets, announcing key partnerships – such as Betfair and William Hill in Colombia, and Sports Lotteries LLC in Russia – and in the coming weeks we seek to maintain the momentum.

Any new products in the pipeline from BtoBet?

We are currently finalizing a string of new tools that are set to have a great impact for both operators and players.

The major trend today is that we live our lives on screens and this affects every aspect of our daily life. In order to stay current, especially in online gaming, you need to be disruptive. By producing a better product that incorporates the way people live, you can disrupt the space in an industry. Innovation is a constant objective of any company within the iGaming industry.

Having said that, whilst other industries especially the entertainment industry, have harnessed new technologies based on ML and AI in order to ameliorate the customer experience, the betting industry has yet to truly harness this form of disruptive technology. And this is what we have been working on for the past months… tools based on in-depth data analysis allowing operators to fully understand the different player demographics, psychographics and playing habits, ultimately enabling them to create enhanced, personalized experiences based on the individual player preferences and behaviours.

Whilst this will undoubtedly play a major role towards a player-centric UX, bookmakers will also be able to harness great benefits from the technology from an operational perspective. A primary example that comes to mind is that these tools are able to single out suspicious betting patterns and payments. And all these in an automated environment.

How disruptive was the coronavirus pandemic for the industry?

2020 was deeply marked by the global coronavirus outbreak. It has affected the industry in many ways, with many businesses – both B2C and B2B – having to re-dimension the traditional way of how they operate.

Luckily for us, we had been investing for quite some time in widening the content portfolio for all verticals, and simultaneously having had invested heavily on our platform in order to better assist those retail operators opting to start wholly or partially migrating their business to the digital channels in an interlinked environment.

Now the big question is will everything revert back to pre-Covid scenarios? In reality I don’t envision the development of widely available vaccines, which will mark the end of the pandemic, to prompt the industry to go back to the 2019 situation.

The pandemic has undoubtedly brought about a digitalisation reform, and this is reflected in all those industries which featured retail as part of their business model. Adults who have entered the digital age of wagering may shift some of their spending to more traditional forms of entertainment channels – namely retail casinos – but many of those adults will undoubtedly continue sharing their wallet with the digital channels. Does this mean that this is the end for the industry’s retail outlets? Definitely not, but I do expect the digitalisation of the industry to maintain its momentum.

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Compliance Updates

European Standard on Markers of Harm Now Published – EGBA Members Commit to Alignment

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The European Gaming and Betting Association (EGBA) welcomes the publication of the European standard on markers of harm in gambling (EN 18144), on 31 May 2026, through the national standardisation bodies of the European Committee for Standardisation (CEN). EGBA and its members support the standard as an important voluntary baseline for identifying risky gambling behaviour, and its members are committed to aligning their player protection frameworks with the standard across Europe.

The standard establishes a strong baseline for consumer protection across Europe, identifying nine core behavioural markers that operators can use to recognise risky gambling patterns before they escalate:

  • changes in stake volume or frequency.
  • speed or intensity of play.
  • deposit frequency, size, or failed deposits.
  • withdrawals and cancelled withdrawals.
  • player-initiated contact.
  • gambling session duration or time-of-day play.
  • use of multiple products.
  • net losses or loss trajectories over time.
  • changes to safety tools such as limits and self-exclusion.

EGBA proposed this initiative to CEN in 2022 and actively participated in its development alongside operators, national authorities, academics, and other harm prevention stakeholders. The resulting standard – the first of its kind in the gambling industry – is grounded in the latest research and received overwhelming approval from national standardisation bodies in October 2025.

EGBA members are already putting the standard into practice in Europe:

• Most members already monitor all nine behavioural indicators, with many having embedded them across all their operations.

• Members apply risk-scoring models to continuously assess player behaviour and flag emerging risk patterns.

• Members are committed to progressive alignment with the standard across all their operations.

“This is an important milestone for player protection in Europe. When widely adopted, this voluntary standard will lead to earlier identification of risky play and, ultimately, better protection for players. Our members are ahead of the curve on implementation – they are already applying many aspects of the standard and are committed to alignment across their European operations. We encourage other operators to adopt the standard and help raise the bar on player protection across Europe,“ said Maarten Haijer, Secretary General of EGBA.

As a voluntary tool, the standard complements existing national regulatory frameworks across Europe. In some jurisdictions, certain markers may not be applicable where they conflict with national law, and implementation will reflect the regulatory realities of each market. EGBA remains committed to supporting its members and the wider industry to drive implementation of the standard across Europe.

The standard (EN 18144) is now available for purchase from national standardisation bodies across Europe.

The post European Standard on Markers of Harm Now Published – EGBA Members Commit to Alignment appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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ELA Games Releases Pinatas Festival World Cup

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ELA Games has released its latest slot game, Pinatas Festival World Cup. Featuring an absorbing narrative, this title shows how the studio naturally adapts popular releases for major calendar moments. The game merges the festive, colourful spirit of a carnival with the thrill of international tournament play, offering players a front-row seat to the action.

The original Pinatas Festival became incredibly popular for its bright, contrasting animation and upbeat Mexican street fiesta theme. With the World Cup being hosted across the Americas, giving the title a seasonal evolution felt like the perfect way to celebrate. The studio took the lively street party atmosphere and expanded it, blending the familiar celebration with the energy of a major tournament.

A Striking Visual Upgrade for the World Cup

The World Cup is unrivalled in its sheer size, uniting billions of fans worldwide and dominating sporting conversation. Releasing the game in the build-up to the big matches gives players the perfect way to embrace the football spirit, tapping into that worldwide anticipation. To match the prestige and scale of the world’s biggest sporting competition, Pinatas Festival World Cup introduces major artistic upgrades crafted specifically for the tournament. The studio has meticulously refined the graphics to deliver a sharp, radiant experience that pops on every spin.

The visual updates feature an extensive cast of characters, each brought to life to represent the passion of the fans. These characters have been outfitted in updated costumes with smoothly integrated, enlarged national flag logos to be perfectly on brand with the atmosphere of the tournament. This attention to detail brings the football energy straight to the screen, allowing players to feel the pride of the games as the action unfolds.

Capturing the Global Energy

Creating an authentic sports-themed title demands a complete understanding of the atmosphere that makes these tournaments so memorable. The development team focused intently on translating the roar and anticipation of a stadium crowd into an all-encompassing entertainment experience.

Marharyta Yerina, Managing Director at ELA Games, said: “Our entire design for Pinatas Festival World Cup completely revolves around capturing the global energy of the tournament. We poured the excitement of the stadium and the passion of the fans into the atmosphere, creating a space that feels like a worldwide celebration of the sport. It is an excellent opportunity to design a World Cup-themed game for our loyal players, making this project particularly enjoyable for our entire team. We really wanted to convey the immense size and feel of the tournament in slot form.”

The post ELA Games Releases Pinatas Festival World Cup appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Arnold Ash sponsors Arthurian League’s 2026 US Tour

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Arnold Ash, the executive recruitment and advisory specialist, has become sponsor of the Arthurian League’s US Tour, culminating in the inaugural Transatlantic Cup – a prestigious fixture between title-winning English and American amateur sides.

Marking 250 years of US independence, the game is scheduled during the 2026 World Cup, taking place on Friday 26 June in Philadelphia, the birthplace of American independence.

US amateur champions West Chester United SC are holders of the 2025 US Adult Soccer Association (USASA) National Amateur Cup. They will host a side representing England’s Arthurian League, which won the 2024 FA Inter-League Cup and features some of the oldest football clubs ever, including former FA Cup winners Old Etonians and Old Carthusians.

Arnold Ash’s logo will appear on the front of the Arthurian side’s white and red England kit. As the team’s headline partner the deal covers the travelling squad’s full 12-day tour with additional matches against New York Athletic Club and Boston Bolts.

The multi award-winning executive recruitment and advisory firm will also benefit from in-stadium branding at the ticketed match at Drexel University’s Vidal Athletic Complex, as well as on the historic event’s online and social channels.

The sponsorship builds on a relationship that saw Arnold Ash sponsor the Arthurian League representative team at the UEFA Regions Cup 2024. Its commitment to grassroots sport and emerging talent has seen the company support a number of charities, including Gloves and Doves, which helps promote unity and coexistence in Israel and the Middle East through the sport of boxing, and sponsor and support rising star boxer ‘Razor Ali’, an Iranian refugee based in London.


Jon Arnold, CEO at Arnold Ash, said:
“Arnold Ash has been a proud sponsor of the Arthurian League representative sides at major events before, but it doesn’t get any bigger than this. The team is hugely talented, made up of the top amateur players England has to offer and – as the best-of-the-best – reflect the Arnold Ash core principles of quality, experience and consistency.

“The World Cup is now underway, but for the next five weeks, the Transatlantic Cup is where the real action is at! We wish both England teams the best of luck stateside!”


Billy Jenkins, Manager of the Arthurian League representative team, said:
“Arnold Ash’s sponsorship is hugely valuable to our team, and we are incredibly grateful for their continued backing of grassroots football.

“We are honoured to participate in the first-ever Transatlantic Cup and just like England’s professional team hope to be lifting prestigious silverware on US soil in the coming weeks.”


The Transatlantic Cup takes place at 7.30pm on Friday 26 June, 2026 at Drexel University, Philadelphia. Tickets cost $15 and are available at
www.wcp.flicket.io.

The post Arnold Ash sponsors Arthurian League’s 2026 US Tour appeared first on Americas iGaming & Sports Betting News.

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