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Playing the technology card: How Europe is winning the game
By Eriks Petersons, Digital Transformation Director, Ciklum
The last few years have seen a real period of growth in the gaming industry fuelled by technology. The push for responsible gambling and tighter regulations has helped reposition an industry which has carried a negative stigma for so long. Instead it is now accepted as a form of entertainment which is governed responsibly.
Europe has been at the core of this image transformation and now accounts for more than half of iGaming revenue worldwide. Investing in gaming technology over the last few years has seen Europe take advantage of the stagnant gaming scene in the US, which came as a result of the Black Friday events of 2011, and saw the closure of the three largest online poker websites.
Whilst the online gaming scene came to a halt in the US, advancements in European gaming technology meant that in the case of sports events, for example, bets could be placed live during a game – even via a mobile phone. In contrast, the US was reliant on land-based establishments where bets had to be placed before a game started. This resulted in many US companies snapping up European companies in order to benefit from these innovations. And who can blame them, with the sports scene so big in the US compared to across the pond.
But what the Black Friday events in the US taught the whole industry was the need for stricter regulations. Also crucial for upholding the gaming industry’s new positive reputation. Again, this is where Europe has been at the forefront – with the UK, Sweden and Germany leading the way – and certainly looking to stay in pole position.
How Covid-19 helped propel the gaming industry online
The Covid-19 pandemic hit the gaming industry on a global level, and as with many industries, companies were forced to move their operations online. With the temporary closure of land-based establishments, it taught the gaming industry an important lesson on product diversification and why it shouldn’t be over-reliant on physical world interactions.
With live sports temporarily suspended, meaning loss of revenue from sports betting, many players switched to casino gaming. Live shows with a real dealer helped to bridge the gap between online and land-based casinos, with players feeling more confident watching a real person dealing rather than trusting an algorithm.
It came down to which iGaming operators were willing to adapt to meet their players’ changing needs – and who had the technology to be able to do so. Those who did were the ones who came out as winners.
Why gaming platforms need to be customisable
The last ten years have seen the industry change from one that was initially market-driven to one that is now technology-driven. Traditionally gaming platforms were monolithic in nature meaning updates were often slow to implement and with many limitations.
Fast forward to the present, and as a result there are a lot of big companies who now own multiple platforms and products under one umbrella, but who have also inherited legacy technology obstacles.
Modernising platform infrastructure is key for allowing both scalability and flexibility. Microservices allow specific functions to be developed, deployed and managed independently from one another. This allows teams to focus on different areas, for example, whilst one team works on ‘responsible gaming’, another can work on ‘player acquisition’ testing or improving new features on the homepage.
Using microservices with APIs – which allows numerous front end experiences to be connected to a single back end program – enables flexibility beyond the limits of any one platform or technology. This allows gaming companies to work on regulatory changes and product features in parallel meaning one does not hold the other back.
Cloud is also key to scalability meaning you can manage large spikes of traffic or prepare for a new market launch. It also means that huge amounts of data can be stored securely.
Why tech has been key in adapting to new regulations
Technology has played a key role in ensuring the gaming industry is compliant as rules continue to evolve. As the call for improved consumer protection and responsible gaming rises, we have seen stricter regulations being introduced across Europe. For iGaming operators, this has demonstrated the need to have highly customisable gaming platforms which can be swiftly adapted to meet new regulations introduced country by country.
Take Germany as an example. In July this year, Germany launched its legal casino market, allowing private operators to apply for licenses offering sports betting, online poker and virtual slot machines. Industry players seeking the new license had a full year to make adequate changes, known as toleration regime. With the long list of German regulatory rules touching upon different parts of the system, many of these were kept to the last moment before they were introduced.
Player deposits, for example, were reduced to a maximum of 1000 euros. This was a big hit on the industry which is very VIP driven – with the majority of revenue coming from such players.
Spins in slot machines also came under fire with new regulations dictating a time limit of five seconds per spin. With an average spin lasting 0.5 seconds meaning a 5 second period normally allows for multiple spins, this runs the risk that players can’t play quickly enough and in turn will get bored.
Through the use of microservices, iGaming operators were able to create and release new features gradually. Instead of facing a huge hit on resources at one time, they were able to apply feature toggling and test and push different changes live over time. And ultimately ensure that by releasing these at the last moment they would not affect the customer experience earlier than they needed to.
How tech is improving player acquisition and retention
One area where companies can use technology to stand out is by offering a differentiated player experience. Player trends are constantly changing, and the successful iGaming operators are the ones that keep experimenting, keep validating and keep improving their product.
With some exceptions, most casinos are all the same, they just have a different look and feel. Through agile software development, gaming platforms can use canary releases to trial and test changes and features initially within a small group of users before rolling out to a wider audience. For example, how you show games to players or how games are grouped together to understand game player behaviour. This can also be applied to promotions to decide which ones work most effectively.
The registration process is another area which is a key part of the player acquisition journey. Consider experimenting with a three-stage process rather than one lengthy form. Also what works better in the UK, may not work so well in Germany.
Even the smallest things like the colour, shape or positioning of a button can have an enormous impact on the player behaviour and thus the conversion rate.
Technology has played a key role in transforming the European gaming industry. For iGaming operators, there’s both a need to innovate as well as to regulate. It’s about ensuring gaming platforms are adaptable, scalable and that changes can be implemented at speed. In other words, if you want to ride this positive wave that’s happening in the industry right now, then you need to implement the technology that will allow you to stay ahead of the game!
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Amanda Slonzon VP of Compliance and Regulatory Strategy at RubyPlay
RubyPlay’s US Playbook – Turning compliance into a growth engine
After securing entry into its second US state, and with a third firmly in sight, RubyPlay is sharpening its compliance strategy to balance speed with precision. Amanda Slonzon, VP of Compliance and Regulatory Strategy, explains how the company’s US Playbook is helping to turn regulation into a growth engine, from leveraging New Jersey as a benchmark, to preparing for Pennsylvania’s unique challenges, and building trust-based relationships with regulators and partners across the industry.
When people think about compliance in the US iGaming industry, they often imagine it as the handbrake that slows expansion and stifles innovation. For me, it is the opposite as compliance sits in the driver’s seat. It is not simply a support function but a product in itself that enables us to grow faster, enter new markets with confidence and strengthen our relationships across the industry.
The US online casino market is both highly promising and highly fragmented. Only seven states currently regulate iGaming and each has its own framework. Navigating this landscape requires a deep understanding of both the common threads between states and the subtle differences that can make or break a market entry.
This is why we have developed a US Playbook at RubyPlay, which is a detailed, in-house framework for understanding and applying state-by-state requirements in a way that is tailored to our products and infrastructure. With it, our compliance and regulatory specialists break down each regulation, interpret it in the context of our business, and share that knowledge across the company.
Market comparisons
New Jersey will always be the starting point for most operators and suppliers entering the US. It was the pioneer of state-level regulation and, in many ways, still sets the standard for others to follow. Meeting New Jersey’s requirements ensures a company is well-prepared for other states, many of which recognise its certifications. Delaware, for example, places direct reliance on New Jersey approvals, a pragmatic approach that can streamline entry for those already licensed in the Garden state. But even with these efficiencies, each state demands its own level of preparation and adaptation.
Regulators in the US take compliance very seriously and ensure that every technical aspect of a business meets their requirements. Unlike some EU markets, where providers may not need a B2B license, every US state requires B2B licensing through a thorough, state-specific process. While major shifts are rare, when they occur they can significantly impact the industry. Right now, sweepstakes is the most talked-about development, and with New Jersey’s Governor having recently signed the ban into law, we are seeing a wave of prohibition that will have a major impact across the industry. Our role is to remain attentive, follow changes daily, and ensure we stay as compliant as we intend to be.
Every state also has its own technical standards, licensing requirements, tax structures, and approaches to product approval. For example, Pennsylvania applies the highest tax rate on operators in the country yet remains one of the most attractive among operators. It also has a deeply ingrained gaming culture and a large, active player base. Entering a state like Pennsylvania, which is a key target for RubyPlay in 2026, is not just about passing compliance checks but more about understanding the regulator’s expectations, the market’s economic realities and the cultural context of its players.
Fostering close relationships
One of the most important aspects of operating in the US is the strength of relationships with key stakeholders across the entire ecosystem. I have always believed that a strong relationship with the regulator is just as critical as meeting their requirements on paper. We work to ensure that regulators see us as partners who bring solutions, not problems. We communicate openly and demonstrate that we take their rules as seriously as they do. The same process applies to how we work alongside our industry partners. From platform providers or operator customer, we approach every partnership as a collaborative effort to succeed together.
Culture plays a vital role in how we approach regulation. Compliance is considered a technical discipline, but ultimately it is powered by people who care about getting processes and frameworks robust. I am proud to lead a team that is collaborative and solution-oriented. One of my proudest moments recently came during a recruitment process where I was speaking with a candidate for a role within our compliance team. She told me she had been following RubyPlay closely and was so impressed by our company culture, the pride we take in our work and the way we treat our people, that she was willing to relocate to another country just to join the team. It is a real story that speaks to the environment we have built.
Regulation in the US is not going to advance overnight. The state-by-state approach will remain and evolve, and new product categories will emerge that challenge existing frameworks. My perspective is that the companies who thrive will be the ones who embrace this complexity, invest in understanding it deeply, and treat compliance as a strategic asset rather than an operational hurdle.
The US Playbook we have developed is our way of making that happen. It is an ever-evolving strategy that keeps us compliant, competitive and ready for whatever comes next.
The post RubyPlay’s US Playbook – Turning compliance into a growth engine appeared first on Gaming and Gambling Industry in the Americas.
SOFTSWISS, a global tech provider with over 15 years of iGaming expertise, introduces its Gambling Regulation Directory, a new website section designed to help operators navigate the complex landscape of gambling laws worldwide.
The Gambling Regulation Directory provides a structured overview of the legal status of gambling across multiple countries, both land-based and online. With an interactive regulation table and map (coming soon), operators will gain a clear picture of where gambling is permitted, restricted, or prohibited, and evaluate the opportunities, risks, and compliance requirements for entering or expanding into specific markets.
The country profiles also highlight which activities are allowed or prohibited, outline available information on taxation, fees, and licensing terms, and outline key licence details such as duration and permitted activities. In addition, each profile indicates whether SOFTSWISS products are certified or aligned with local regulations, showing operators where SOFTSWISS solutions are ready for use, and underlining our experience and readiness to support them in these markets.
Practical Value for Industry Stakeholders
- Strategic Planning: A trusted reference point for evaluating opportunities and supporting informed decision-making.
- Efficiency: Centralised, up-to-date regulatory information saves time on research.
- Expert Oversight: SOFTSWISS specialists monitor developments to ensure the Directory reflects the latest licensing and legislative changes.
“At SOFTSWISS, we provide a trusted foundation for launching and growing iGaming brands. With the introduction of the Gambling Regulation Directory, we stay true to our goal of offering advanced solutions and empowering operators with the knowledge and insights they need to grow responsibly and sustainably in highly regulated markets. Building on this commitment, our certified software meets the requirements of multiple national regulators, enabling operators to confidently enter new markets with full compliance,” added Olga Resiga, Chief Business Development Officer at SOFTSWISS.
The iGaming Regulation Directory is an evolving resource. Not all country profiles are available yet, but the SOFTSWISS team is committed to updating the Directory regularly with new jurisdictions and the latest regulatory changes.
At SBC Lisbon 2025, Stand B160, visitors will have the opportunity to explore the new Gambling Regulation Directory and exchange views on industry trends with the SOFTSWISS Team.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Platform and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post SOFTSWISS Releases Gambling Regulation Directory for iGaming Operators appeared first on European Gaming Industry News.
BETBY, a premium provider of innovative sportsbook solutions, will unveil a major update to its AI-powered sportsbook suite of tools, AI Labs, at the upcoming SBC Summit Lisbon 2025. The upgrade delivers enhancements across Betting Tips, Personalization, and Entertainment Feed, marking another step in BETBY’s mission to transform the sports betting experience through advanced AI.
The first major enhancement is to Betting Tips, BETBY’s tool that provides data-driven insights to help users make more informed decisions. Already covering multiple sports and esports in 25 languages, the feature now scales to 40,000 events per month, the widest coverage in the industry. Most importantly, BETBY is launching live betting tips, an industry-first that reacts to in-game data and updates recommendations in real time. This ensures players receive advice that reflects the actual match conditions, not outdated pre-match assumptions. Moreover, BETBY also shifted focus from traditional markets such as 1×2 to combined markets like “1×2 & Total”, which deliver both higher margins and stronger interaction when complemented with tips.
The second key update is the launch of the enhanced Personalization engine. Designed to tailor the betting journey to each player, the new model introduces real-time personalization that adapts instantly to bets as they are placed. By combining individual preferences with hourly, daily, and weekly trends, the system empowers operators with precise retention tools while giving players more relevant and engaging experiences.
The third enhancement is an evolution of the Entertainment Feed, BETBY’s AI-based feed for non-sporting events such as movies, series, games, TV shows, and breaking news. The feed has expanded beyond generating markets to actively monitor live developments, ensuring odds remain relevant and settlements are automated. Currently used as an alerting system for traders, this update paves the way for fully automated entertainment markets.
Additionally, BETBY’s AI-powered Risk Management system continues to demonstrate market-leading performance, now identifying the top 15% of high-risk players with 99.99% accuracy. This achievement highlights BETBY’s unique combination of speed, precision, and robust analytics in ensuring a secure and profitable operator ecosystem.
“With these upgrades, AI Labs enters an entirely new phase,” said Danil Emelyanov, Head of BETBY’s AI Labs. “We are not only increasing coverage and efficiency but also pioneering features such as live betting tips and automated entertainment markets. These innovations empower operators to engage players in ways no other supplier in the industry can match.”
The upgraded AI Labs features will be officially presented at SBC Summit Lisbon 2025, where BETBY will showcase how its AI-driven approach continues to set new benchmarks for personalization, engagement, and operator success. Attendees are invited to visit BETBY at stand C110 to experience first-hand the supplier’s comprehensive sportsbook solution and its latest innovations.
To find out more about BETBY, visit: https://betby.com/
The post BETBY TO PRESENT MAJOR AI LABS ENHANCEMENTS AT SBC SUMMIT LISBON appeared first on European Gaming Industry News.
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