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Movers and Shakers: Tereza Melicharkova: There’s no one-size-fits-all solution for creating sustained engagement
“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.
Writing for European Gaming, Tereza Melicharkova, Head of Marketing for Swintt, discusses the importance of knowing each individual target audience when creating a software portfolio that caters for the widest cross-section of players possible.
In an industry as dynamic as iGaming where new trends come and go, player preferences are constantly evolving and what constitutes the blueprint for a successful release can differ wildly from one market to the next, Swintt has always believed that the key to long-term success lies in creating a content portfolio that can appeal to as broad a cross-section of customers as possible.
While it’s true that there’s no one-size-fits-all solution for creating casino games that consistently hit the mark with players and create sustained engagement for the operators that host them, there’s definitely something to be said for diversifying your offering so that you always have the opportunity to tailor the content provided via your partnerships to account for all local audiences.
In doing so, you’ll ensure that you’re not effectively placing all your eggs in one basket by sticking to a single tried and tested formula, but are instead building a library that is capable of tapping into regional differences while still retaining the hallmarks of your brand. It’s precisely this line of thinking that led us to developing the multiple product lines that exist within the Swintt portfolio.
Balancing Legacy and Innovation
For those who are unfamiliar with how Swintt operates, we always sort our releases into one of three main categories. The two founding product lines in our software portfolio are SwinttPremium and SwinttSelect, but we’ve also diversified our offering further with Elysium Studios – Driven by Swintt titles that have arrived following our acquisition of the developer earlier this year.
Going through the different product categories one-by-one, the Swintt Premium range was developed with a view to appealing to audiences who have a fondness for the kind of slot you’d normally find in a land-based gaming venue. Typically combining classic casino-style graphics and sound with familiar fruit-based symbols, each Premium release offers a recognisable, easy-to-trigger feature such as our signature “Book” Free Spins or the popular “Pearl Respins” bonus.
Successful examples of SwinttPremium slots include releases in the aforementioned “Book” series like Seven Books Unlimited as well as games like Big Max Pots and Pearls – and what we’ve seen from these titles is that they generally perform well in markets like Germany and the Netherlands, where the average player is a little older and more traditional tastes typically prevail.
Of course, while it’s obviously important to cater for these “legacy” players, doing so should not come at the cost of innovation and supplying a more immersive slot experience to the newer generation – and this is where our SwinttSelect line-up comes in. Known for their state-of-the-art designs and pioneering bonus features, our Select games push the boundaries of what’s possible from a slot and have proved incredibly popular in tech-savvy markets like the UK and Scandinavia.
In particular, our XtraSeriesTM games – including our most successful release to date, Aloha Spirit XtraLockTM – have really helped showcase what a talented team of developers we have by providing a range of unique and engaging themes as well as bonus features players won’t find from any other provider. By offering these titles, we ensure Swintt is capable of catering to the needs of a wide range of players while also reflecting the demands of each market we operate in.
Having A Mobile-First Mindset
As I referenced earlier, Swintt’s acquisition of Elysium Studios in January this year really was a major step forward for the company, as it enabled us to not only further diversify the portfolio of content that we offer to partners, but also to double down on all of the things that have made our Select line-up such a success by introducing even more ambitious designs and thrilling features.
As a provider that has carved out a fairly specialist niche in the industry for creating game mechanics that draw on a variety of social, video and casino gaming factors, Elysium Studios was always going to be a key part of how Swintt looks to engage with the next generation of casino customer. Featuring cutting-edge designs, quirky themes and a huge variety of features in every release, the Elysium Studios – Driven by Swintt range really has taken our offering to new heights.
What is perhaps particularly notable about Elysium Studios is their mobile-first approach to game design – and while this has always been a big priority at Swintt, by working together with them, we’ve definitely taken things to the next level. With mobile now accounting for the majority of all online casino play, having immersive bonus features that utilise tap and swipe touch-screen functionality has been an incredibly powerful tool in helping us connect with modern audiences.
We’ve already seen from the success of games like Law of Gilgamesh and Fox Tale that there’s a real demand among newer players for titles that replicate the user experience of the popular mobile games that they’ve grown up with – and if the buzz around our upcoming release, I Hate Fairytales is anything to go by, we’ll have many more success stories with the studio in the future.
It’s All About Entertainment
Of course, while having several strings to our bow has been a key component of Swintt’s success in penetrating multiple regulated markets, it’s equally important that for all our different product lines, we’ve never lost sight of who we are and what we stand for. We see online casino gaming primarily as a form of entertainment – and whether they’re playing Premium, Select or Elysium Studios releases, our players can always be sure they’ll be getting a fun and exciting experience.
We pride ourselves on providing top quality titles with a real flair for the creative, and this definitely extends to the way that we market ourselves to partners. From our stand at SBC Lisbon that promoted I Hate Fairytales with a free-to-enter hammer strength competition to the Swinttopia board game we created to celebrate our five year anniversary, we’ve always tried to find inventive ways to promote our products and this has been a major factor in how we’ve grown.
By retaining this key creative strand across our entire portfolio, we’ve put together a product line-up that is varied enough to tap into the unique demands of each individual market without ever compromising the principles that have enabled Swintt to truly stand out as a brand – and in an industry as competitive as iGaming, that’s a really powerful thing to have working in your favour!
The post Movers and Shakers: Tereza Melicharkova: There’s no one-size-fits-all solution for creating sustained engagement appeared first on European Gaming Industry News.
With the start of the year behind, the company reflects on the key milestones.
Business Development
In 2024, the company experienced significant expansion, reflecting the increasing demand for progressive esports betting solutions. The total volume of bets processed grew by 74.2%, aided by the efficiency and dynamic scalability of the company’s trading team, alongside new collaborations from partners and clients. Otto Bonning, Head of Sales, said: “Our new partnerships with companies such as Altenar, NuBet, Airhead Ventures, and TurboStars have significantly strengthened the portfolio. These collaborations demonstrate our expanding influence and commitment to delivering exceptional solutions in the esports betting industry”. Clients also experienced an improvement in GGR, demonstrating the impact of the solutions on profitability.
The company’s user engagement rates also reflected the sizable uplift seen in 2024, with active users rising by 97.3% and average bet size increasing by 7%. Meanwhile, DATA.BET continued to broaden its presence in key markets, including Canada, Brazil, Finland, and Poland, further strengthening its global reach.
Esports Trading and Content Coverage
DATA.BET focused on strategic growth, enhancing its esports content to offer prosperous and dynamic opportunities for clients and their users.
Making focused improvements in popular markets resulted in growth. “We’ve expanded our offerings by adding 38 new markets, creating more opportunities for bettors and driving engagement,” said Thomas Donson, Head of Trading. “Our event coverage has also grown by 11%, adding over 10,000 events to ensure a more diverse and comprehensive experience. Ensuring 24/7 trading process, DATA.BET offers the highest quality market availability.”
The trust earned through high-quality product features, including the new Scoreboard and Pitch Tracker widgets, as well as the Bet Builder based on official data, all launched in 2024, has been instrumental in enhancing the customers betting experience. Scoreboards deliver detailed statistics, interactive visualizations, and comprehensive insights, helping users make informed decisions while boosting engagement through features like live betting, analysis, and availability for LoL, CS2, Valorant, and Dota 2.
Pitch Tracker, supporting our top tier titles, offers a 2D map as a visual representation with advanced tools for data analysis and in-game tracking, delivering detailed insights that enhance user engagement and decision-making. Additionally, the Bet Builder enables personalized betting by allowing users to combine multiple selections into a single wager, meeting the demand for tailored and dynamic betting experiences.
DATA.BET also broadened the scope of disciplines, adding 6 new games, such as Deadlock, Street Fighter 6, GeoGuessr, Teamfight Tactics, Hearthstone, Apex Legends, complementing client content with distinctive choices that amplified diversity and engagement.
Customer Support & Risk Management
The company provides a seamless customer experience and robust Risk Management, continuing to deliver swift and practical assistance.
With an average response time of up to 5 minutes, the dedicated team remains extremely efficient, addressing client concerns promptly while maintaining the highest quality standards. Between Q2 and Q4, handled around 1,500 client requests and completed more than 150 technical tasks effectively and precisely, ensuring high-quality 24/7 support and maintaining consistent service standards.
This is due to our proprietary trading platform that enables the generation and customization of content – specifically, markets – to align precisely with each partner’s distinctive requirements while accommodating their existing settlement rules. This approach ensures a seamless transition to the solution, eliminating the need for adjustments or reconfiguration after working with a previous data provider.
DATA.BET’s Risk Management team efficiently handled over 1,700 client requests. Over time, the number of requests from long-term clients noticeably decreased. The team’s familiarity with clients’ audiences and operations reduces risks through proactive measures. By identifying patterns early, the team prevents issues, ensures smooth operations, reduces reactive interventions, and builds client trust while improving system efficiency.
In 2024, DATA.BET strengthened its presence in the esports betting industry by showcasing its solutions and engaging with audiences at premier exhibitions, immersing attendees into the vibrant world of esports. Moving into 2025, DATA.BET remains focused on leveraging this momentum to drive further success and prospects for everyone involved in esports betting.
The post DATA.BET Reflects on 2024 Milestones, Growth, and Achievements appeared first on European Gaming Industry News.
Here are this weeks latest slots releases compiled by European Gaming
Relax Gaming has kick-started the year with the launch of Kraken’s Cove, its latest cluster pays game that can see players loot up to 10,000x their stake. At the core of the gameplay is Ship Wild, a special symbol that is present on every spin that moves closer to the central hot spot with each winning spin. Upon reaching the hot spot, it expands into a 2×2 to 5×5 Wild, with a multiplier that increases every time it contributes to a cluster win.
GAMOMAT is gearing up to release the second instalment of The Book Beyond: The Quest for the Cipher Stone on Thursday 23rd January 2025. The game presents a classic 5×3 layout with 10 paylines and the possibility of two exciting Free Game levels. A shimmering gold-leafed book represents both the Scatter and Wild. An intriguing twist in the game involves the special Book Feature, where instead of ‘stamping’, the reels move up and down to uncover full stacks of bonus symbols.
ICONIC21’s just launched live slot portfolio now stands at seven titles as the provider continues to enhance its market leading offering, laying the foundation for its place at the front of a vertical set for long-term growth andsuccess. The new releases — Dao Riches, Fiesta Wilds and Vitamin Joy 25 — all take the classic slot format, which is highly sought-after by players in both real money gaming and sweepstakes markets.
Karen’s back, and she’s as greedy as ever. Nolimit City is diving headfirst into the post-apocalyptic chaos once again with xWays Hoarder 2—a sequel to the wildly popular xWays Hoarder xSplit. This game follows in the footsteps of sequels like San Quentin 2, Punk Rocker 2, and Fire in the Hole 2, proving once more that the end of the world is just the beginning when it comes to our games. When survival is the name of the game, desperation leads to chaos. Betrayal, looting, and backstabbing are all fair play in this wasteland—but it’s all worth it for that sweet, sweet loot.
Belatra Games has crafted an intriguing alchemical adventure slot titled Make it Gold. The first release of 2025 is a captivating and visually stunning slot that welcomes players into the mysterious world of alchemy on a quest for the legendary Philosopher’s Stone. Set within an alchemist’s laboratory, the game’s key feature is the cascading reels where winning combinations vanish, allowing new symbols to drop and fill the spaces.
Playson, the renowned digital entertainment supplier, guides players on an enchanted adventure in 3 Luxor Pots: Hold and Win, with the stylish new release offering bountiful opportunities to win via golden Bonus symbols, Scarab coins and the iconic Hold and Win bonus game.
Feel the rhythm of the streets in Spin City Beats, the latest slot from in-demand provider Silverback Gaming. This is a highly volatile game where players come across infamous characters including a Rapper, DJ and Skater. These characters act as Expanding Wilds and have different triggers and rewards. When a single Rapper Wild appears on the board and the Boombox symbol is present, the Rapper Wild Expands to cover reel two.
Prepare to embark on an epic battle as Play’n GO releases Tower Quest Legacy, the much-anticipated sequel to Tower Quest. This 5×3 slot with 20 paylines invites players into a mystical realm where glowing flasks, powerful Wilds, and a towering dark fortress dominate the reels. With captivating mechanics and the chance to take on the Wizard in a thrilling card-based Bonus Battle, Tower Quest Legacy delivers an unforgettable fantasy experience.
Push Gaming has leveraged its past successes to drive the creation of its latest feature-rich cluster pays slot, Dragon Hopper. Boldly combining the best elements of the hit game Fire Hopper, with a sprinkling of flavour from some of its other fan favourite slots such as Retro Tapes, Dragon Hopper provides an exhilarating journey through a far-eastern lantern festival.
Pack your safe cracking tools and get ready to raid a maximum-security vault for precious gems worth up to 3,000x the bet in Ruby Robbery – the exciting heist-themed slot from Twin Win Games that marks the studio’s third release via the SwinttStudios programme. A five-reel, 50-payline title with a medium level of volatility, Ruby Robbery takes place in a heavily fortified strongroom and features all manner of treasures among its high-value symbols, with golden crowns, Fabergé eggs and piles of cash all accounting for the base game’s biggest prizes.
Booming Games are lighting up the world of online casinos once again, turning up the heat with the January launch of the brand new Wild Wings of Phoenix DELUXE. Booming’s Wild Wings of Phoenix slot is legendary in its own right, but this sizzling sequel rises from the flames to deliver something truly iconic. This 5×3 reel, 20-payline game reaches new heights, following the Aztec theme of its popular predecessor – while delivering more features than ever before.
ELA Games is proud to announce the release of Cash of Egypt, a new mythical slot game that combines high-quality aesthetics with exciting gameplay mechanics. Players can now demo the game on ELA Games’ website to explore all the game has to offer. The 5×4 slot includes 1024 paylines, ensuring the player can enjoy frequent action both during the base game and the bonus feature.
The post Week 3/2025 slot games releases appeared first on European Gaming Industry News.
Fast Track, the leading SaaS technology company and CRM provider in the iGaming industry, has unveiled the second instalment of its Inside Out video series.
Titled “Ain’t No Rest for the Wicked” the interview features CEO and Co-founder Simon Lidzén in a candid, behind-the-scenes discussion about the company’s growth, challenges, and vision for the future.
In the 30-minute video, Simon reflects on Fast Track’s nearly ten-year journey: “Success to me is about setting goals and achieving them. This year has been intense, but incredibly rewarding. From scaling Fast Track to launching groundbreaking products like Rewards, we’re just getting started.”
The conversation explores the launch of Rewards, Fast Track’s promotional ecosystem that integrates CRM with gamification to deliver engaging and personalised player experiences. Simon also discusses the company’s rapid global expansion and the challenges of scaling leadership within a fast-growing organisation. Looking ahead to 2025, he highlights Fast Track’s focus on leveraging AI to redefine CRM and customer engagement.
Simon’s reflections also touch on the company’s culture: “Fast Track is built on relentless innovation and a team that thrives on solving challenges. Seeing how much we’ve grown and how far we’ve come makes this journey so exciting.”
For those unfamiliar with Fast Track, the company is a high-growth SaaS leader, known for pioneering the use of AI to deliver personalised experiences to customers. Its software empowers companies to automate marketing and operational workflows, enabling teams to focus on strategy and innovation. Fast Track is reshaping CRM for iGaming, setting a new standard for customer engagement.
Watch the interview here: https://2ly.link/23JyZ
The post Fast Track CEO Shares Honest Reflections in New Interview: Ain’t No Rest for the Wicked appeared first on European Gaming Industry News.
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