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How Parimatch Use Data-Driven Approaches to Launch Experimental Betting Projects
Parimatch is changing the betting industry, and data is the key to these changes. Together with Head of BI and Analytics Parimatch Anna Gayvoronskaya, we’ll tell you how we applied data-driven approaches to launch the session game Footboss — a new gamified way to involve customers in the betting world.
Parimatch Betting Experiment: game Footboss
Footboss is a simple soccer-themed IDLE RPG game integrated into the Parimatch app: the player doesn’t need to register anywhere else if he already has an account in the system.
Games are designed for relaxation and chilled-out gameplay — conventionally, there are 5 minutes for which you can manage to go through a couple of bosses, acquire new skills and get prizes. Among the awards were Samsung Galaxy Note 10, iPhone 11 Pro Max, MacBook Air 13″, Sony PS4, iPad Air 10.5″, and other branded gifts from Parimatch.
Parimatch natively integrated betting into the game: the player could place a couple of bets and speed up the progress, but this was completely unnecessary.
How Footboos Engaged Players
The global goal of Footboss is to refresh the world of betting: the game was conceived as an alternative to the boring campaigns and promotional offers for Euro 2020. In addition to focusing on high odds, bonuses, and competitions in marginality, the goal was to give players variety and new emotions.
Thanks to Footboss, the player returned to Parimatch not only because he wanted to place a bet or check the odds but to take a break, win a few fights and get a prize in a process. The game developers specially made it session-based so players would not get stuck in it for hours and returned to their business after a couple of boss fights.
Footboss’s main gaming adventure is to free ten soccer stadiums from the giant invaders. The game’s key character is the Coach, whose task is to prepare his players for effective penalties and non-standard decisions day after day.
At first glance, the game seems simple, but with each new level, the player discovers many directions to deepen and develop their characters. Thanks to the random distribution of awards and achievements, the journey became unexpected: different things, tasks, heroes always dropped out. And then there’s the added interest of loot boxes: a kind of “kinder-surprise for adults.”
Ways to Use Data-Driven Approaches
Nowadays, in business, not enough to be guided by feelings or intuition. We must base global steps on data and analytics because analytics answers the question, “what can we do to make this product better?”
Before the launch of Footboss, a BI team completed the game’s mathematical model, which was the basis for the player’s interactions with Parimatch products. Also, data specialists developed a mathematical system for the equiprobable drop of prizes, according to which the player could get a prize regardless of how much money he spent on the game.
*quote*
Placing some bets could speed up the game’s passage, but this does not affect the dropout of prizes.
The compilation of models and comparison with the bases of active players of Parimatch helped to attract the number of players to Footboss, calculate the possible increase in GGR and the costs of the project.
For developers, data analytics prepared dashboards of the game progress, the number of participants, and their activity.
We frequently analyzed players’ engagement during the promotion period and made updates based on this data, for example, extra-levels or new characters.
We carried out the work with data at all stages of the project, including calculating the retrospective results. Here’s the data we’ve collected for future versions of the game:
- the number of players
- player engagement rate
- number of fights
- number of completed quests
- the average and the maximum duration of a gaming session
- number of open loot boxes
- game speed run
- the number of registrations on the site and application
- conversion of landing pages
- email open rate
- costs of prizes per active player
- the financial result of an experiment
Data to Highlight the Pandemic Damage
It’s hard to describe 2020 projects without mentioning the pandemic impact. The crisis and quarantine dealt heavy damage to the entire market, and the Footboss campaign was no exception. Everything went wrong: change of concept due to the cancellation of Euro 2020, anti-crisis measures in the company, limiting the launch of the game to 1 region out of 7 planned.
We calculated not only positive results but also what we received less due to the pandemic and crisis:
- loss of audience and GGR due to the cancellation of Euro 2020
- losses due to launch in only one region of the brand’s presence
- losses due to out of sync with the marketing campaign
- losses from the lack of integration of other company’s entertainment
Data-Driven Approaches for Future Experiments
The fundamentals of data-driven approaches lie in that data can be collected not only for retrospective activities but also throughout the entire process. You can build mathematical models at the beginning of the experiment, compare them with real performance, make adjustments, and achieve a positive effect for the business.
If earlier everyone in betting analyzed only the results of campaigns, now the data is used at all stages. We plan and build the mathematical models, make adjustments based on the results we obtained, and then we conduct a retrospective for future projects. Working with data has now become a continuous process from post facto analysis of results.
For Footboss data-driven, the approaches helped to calculate the number of potential players, the profit from their attraction, and the losses caused by the pandemic.
The first launch of Footboss opened the door to a new approach to attracting players to the world of betting. As CPO Parimatch Sergey Berezhnoy said: “We have built a stadium where we held the first championship.”
So new adventures await the players, and we are developing new quests and game levels — and all game activities will improve thanks to the data from previous versions of the project.
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Leading igaming operators ComeOn Group and evoke, one of the world’s leading betting and gaming companies with internationally renowned brands including William Hill, 888 and Mr Green, are pleased to announce a strategic partnership to bring the 888 brand to the regulated Dutch market.
evoke has selected ComeOn Group to operate the 888 brand in the Netherlands. The partnership will see ComeOn Group operate 888.nl under a local Dutch license, leveraging its proprietary casino and sportsbook platform to deliver a world-class gaming experience to the Dutch audience.
Players can look forward to a wide range of slots, exclusive games, leading sportsbook odds and an immersive selection of live casino tables, ensuring a premium and diverse gaming experience.
Juergen Reutter, Chief Executive Officer at ComeOn Group, said: “evoke is one of the biggest betting and gaming companies in our industry, and we are honoured to be entrusted with the operation of 888, one of the most iconic consumer brands in gaming. Our proprietary technology, strong market expertise, and commitment to responsible gaming will ensure that Dutch players enjoy a best-in-class experience with the 888 brand.”
Davide Marchisio, Director of Corporate Development at evoke, said: “888 is an incredibly strong global brand, and partnering with a world-class operator gives us the opportunity to provide the amazing 888 experience to our Dutch fans. We are excited about launching 888 to Dutch customers and further expanding into regulated markets with a high-impact, low-capital partnership aligned to evoke’s strategy. The partnership highlights ComeOn Group’s commitment to expanding its presence in key regulated markets alongside the recognised and trusted brand 888, while reinforcing 888’s position as a premier gaming brand globally.”
The post 888 to launch in Netherlands with strategic partnership between evoke and ComeOn Group appeared first on European Gaming Industry News.
Brightstar Lottery PLC has reported the financial results for the second quarter ended June 30, 2025.
“We achieved several important milestones over the last few months. We secured the Italy Lotto license through November 2034, closed the sale of our Gaming & Digital business for $4 billion in cash, and announced plans to return significant capital to shareholders. With a singular focus on lottery and unmatched industry expertise, we are well positioned to create value for all stakeholders with our mission to elevate lotteries and inspire players around the world,” said Vince Sadusky, CEO of Brightstar.
“Our second quarter results reflect sustained global demand for instant ticket and draw games. We are investing in key initiatives to drive sustainable, long-term growth, while also delivering structural cost reductions to right-size the business. The Company’s attractive profit profile and strong, predictable cash flows support our balanced approach to capital allocation,” said Max Chiara, CFO of Brightstar.
Key Highlights
• Successful completion of Gaming & Digital sale for approximately $4.0 billion of net cash proceeds on July 1, 2025.
• Secured several meaningful contract wins and extensions including a nine-year Lotto operator license in Italy, an eight-year contract in Missouri which includes a fully-integrated OMNIA retail and digital solution, and several multi-year instant ticket printing contract extensions.
• Expanding OPtiMa 3.0 cost reduction programme to $50 million to right-size the business following the Gaming & Digital sale.
Second Quarter 2025 Financial Highlights
Second quarter revenue was $631 million, up 3% or stable at constant currency.
• Instant ticket & draw same-store sales increased across geographies with Italy increasing 3.7%, U.S. higher by 0.6%, and Rest of World climbing 8.4%.
• Product sales rose 59% on higher instant ticket printing and terminal sales.
• Foreign currency translation had a positive impact on growth.
• Growth from the drivers above was partially offset by elevated U.S. multi-state jackpot activity and associated LMA incentives in the prior year.
Loss from continuing operations was $60 million compared to income from continuing operations of $84 million in the prior year period.
• Incurred a foreign exchange loss versus a foreign exchange gain in the prior year, primarily reflecting the non-cash impact of fluctuations in the EUR/USD exchange rate on debt.
• Operating income was lower, driven by the high profit flow-through from elevated U.S. multi-state jackpot sales and associated LMA incentives in the prior year and restructuring charges related to the expanded OPtiMa 3.0 cost reduction programme in the current year.
• Increased provision for income taxes.
• Dynamics noted above were partially offset by reduced interest expense.
Adjusted EBITDA was $274 million compared to $290 million in the prior-year period, demonstrating resiliency despite incremental investments in the business and multi-state jackpot and LMA dynamics.
• Prior year results include the high profit flow-through from elevated U.S. multi-state jackpot sales and associated LMA incentives.
• Selling, general, and administrative costs were modestly higher as ongoing investments in the business were partially offset by OPtiMa cost savings.
• The Q2’25 period benefited from positive foreign currency translation.
Diluted loss per share from continuing operations was $0.47 compared to diluted earnings per share from continuing operations of $0.21 in the prior year. Adjusted diluted earnings per share from continuing operations was $0.12 compared to $0.20 in the prior year, primarily driven by lower operating income.
YTD 2025 Financial Highlights
Year-to-date revenue of $1.2 billion compares to $1.3 billion in the prior-year period.
• The decline was due to higher U.S. multi-state jackpot activity and associated LMA incentives in the prior year.
• Global instant ticket & draw same-store sales rose 1.2%.
Loss from continuing operations was $52 million compared to income from continuing operations of $200 million in the prior year period.
• Lower operating income, primarily due to the items affecting Adjusted EBITDA as noted below.
• Foreign exchange loss versus foreign exchange gain in the prior year, primarily reflecting the non-cash impact of fluctuations in the EUR/USD exchange rate on debt.
Adjusted EBITDA of $524 million compares to $617 million in the prior-year, primarily driven by high profit flow-through from elevated U.S. multi-state jackpot sales and associated LMA incentives in the prior year, partially offset by positive foreign currency translation.
Diluted loss per share from continuing operations was $0.59 compared to diluted earnings per share from continuing operations of $0.56 in the prior year. Adjusted diluted earnings per share from continuing operations of $0.20 compares to $0.47 in the prior year primarily driven by lower operating income, partially offset by reductions in net interest and income tax expense.
Net debt was $5.2 billion compared to $4.8 billion at December 31, 2024. The increase was primarily driven by an approximate $340 million impact from fluctuations in the EUR/USD exchange rate. Net debt leverage was 3.0x pro forma for $2 billion debt reduction completed in July.
Cash and Liquidity Update
Total liquidity was $2.9 billion as of June 30, 2025 with $1.3 billion in unrestricted cash and $1.6 billion in additional borrowing capacity from undrawn credit facilities.
Other Developments
The Company plans to launch a $250 million accelerated share repurchase programme (ASR) by entering into an accelerated share repurchase agreement with a counterparty bank. The Company plans to execute the ASR as part of its $500 million share repurchase authorization outlined below and in accordance with the share repurchase authorisation provided by the Company’s shareholders at the Company’s 2025 Annual General Meeting. The Company has been informed by De Agostini S.p.A., that it does not intend to participate in the ASR.
The Company’s Board of Directors declared a quarterly cash dividend of $0.20 per common share with a record date of August 12, 2025 and a payment date of August 26, 2025.
Completed the sale of the Gaming & Digital business on July 1, 2025. The Company received approximately $4.0 billion of net cash proceeds that are expected to be allocated in the following manner:
$2.0 billion used to reduce debt (completed in July 2025).
• Redeemed in whole the 4.125% Senior Secured U.S. Dollar Notes due April 2026 and the 3.500% Senior Secured Euro Notes due June 2026.
• Prepaid €300 million of the Term Loan Facilities due January 2027.
• The remaining amount was allocated to prepay the Revolving Credit Facilities due July 2027.
$1.1 billion to be returned to shareholders.
• The Company’s Board of Directors declared a special cash dividend to common shareholders in the amount of $3.00 per share. The record date of the distribution was July 14, 2025, and it is payable July 29, 2025.
• In addition, the Board authorized a $500 million, two-year share repurchase programme. The new authorisation replaces the Company’s existing share repurchase programme.
$500 million to partially fund upcoming Italy Lotto license payments.
$400 million to be used for general corporate purposes.
The U.S. federal income tax consequences of distributions by the Company will depend, in part, on whether the Company has current or accumulated earnings and profits (“E&P”), as determined under U.S. federal income tax principles. Based on preliminary estimates, the Company does not expect to have current E&P for fiscal year 2025 or accumulated E&P from prior fiscal years that would offset the current year expected E&P deficit. Accordingly, the Company anticipates that the special dividend, the Q1 dividend paid on June 12, and any future dividends paid in the current fiscal year will be treated for U.S. income tax purposes as a non-taxable return of capital to the extent of a shareholder’s basis in its shares, and thereafter as capital gain, although no assurances can be provided because the determination of E&P is a full-year calculation which depends upon facts that are not known as of the date hereof.
FY’25 Outlook: Adjusted EBITDA Reaffirmed, Cash Flow Improved
• Revenue of approximately $2.50 billion; adjusting revenue down $50 million compared to the previous outlook to reflect a timing shift in product sales and increased amortization related to Italy Lotto upfront license fee (which is treated as contra-revenue).
• Adjusted EBITDA of approximately $1.10 billion, in line with the previous outlook as incremental benefit from foreign currency translation is offset by higher-than-expected U.S. multi-state jackpot and LMA impacts.
• Net cash used in operating activities of approximately $275 million reflects a $75 million improvement versus the previous outlook driven by interest, income taxes, and other working capital items.
• Capital expenditures of approximately $375 million, a $75 million improvement from the previous outlook to reflect timing shifts related to recent contract extensions.
• Increasing FY’25 EUR/USD assumption to 1.12.
The post Brightstar Lottery Reports Second Quarter 2025 Results appeared first on European Gaming Industry News.
Dodo, the newest player in the iGaming space, officially launches as a dedicated network built entirely around the fast-rising crash and instant games. Created to meet rising player demand, it offers top game reviews, trusted casino listings, and free demo play—all in one place.
Dodo answers a clear market need: a centralized destination designed specifically for crash gaming enthusiasts. Dodo network spans 8 specialized verticals: CrashDodo, WheelDodo, CoinflipDodo, DiceDodo, HiloDodo, LimboDodo, MinesDodo, and PlinkoDodo—each dedicated to a specific instant game format.
“We created Dodo because it was time for a site that treats crash games as a category of their own — not a subgenre or a passing trend. With the format’s rise in popularity, players need a dedicated space where they can explore, compare, and play,” said Ethan Thompson, content lead at Dodo.
Dodo also reflects a wider trend—the growing intersection of crash mechanics and crypto gambling. As localisation and hybrid formats expand, Dodo steps in as a natural platform for discovery, guidance and connection between players and operators.
Dodo’s Key Features:
• Curated crash and instant game selections with a free play option
• Game reviews, expert tips, and easy-to-follow player guides
• Trusted casino listings tailored for crash games fans
• Designed with crypto players in mind, offers crypto-related insights.
The post Meet Dodo: The New Home for Crash Gaming Fans appeared first on European Gaming Industry News.
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