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Movers and Shakers – Beyond integration: Why system interoperability is the real game changer
“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.
Dominic Le Garsmeur (CPO) at Fincore, says integrations without a clear interoperability strategy add technical and operational debt, hampering future growth.
System integrations are hugely important for any online sportsbook or casino, adding capabilities and features to drive growth. But integrating without considering and optimising interoperability can do more harm than good by adding technical and operational debt to the business and ultimately hitting growth.
Integrating without interoperability pushes information from one system to another, but the connection itself has no intelligence. It’s a mechanical link, and the systems remain fundamentally separate, each operating with its own distinct rules. Any real understanding, like why that data was sent or what other processes it should trigger, is lost, creating data silos that are technically connected but strategically disconnected.
System interoperability provides the intelligence the connection lacks, establishing a shared operational model for the platform so all systems can act in concert. Most importantly, it creates a future-proof foundation, allowing new capabilities and features to be added with agility and confidence, turning the platform into an engine for innovation rather than a source of technical debt.
Before looking at why interoperability is more powerful than integration, and how companies can solve it, it’s important to understand how disconnects between platforms and systems occur in the first place.
Why does disconnection happen?
Operators acquire their tech stacks in different ways, but usually through a combination of building, inheriting legacy tech, acquisition and third-party providers. This often leads to platform and system silos with little to no compatibility between them.
Ultimately, disconnected systems drag down delivery and without interoperability, companies waste time reconciling platforms and tech rather than advancing forward.
Interoperability is more powerful than integration
Integration often means linking systems at a basic level, but interoperability ensures that data, logic and workflows are aligned and extensible.
It’s critical to have a strategic data layer and shared data structures that enables standardising of data representations, aligning systems at the logic level, not just the interface, and building an architecture designed to unify and extend across platforms.
In complex industries such as gaming, where tech plays such an important role in the user experience and the trust consumers have in brands, system interoperability is the only way to scale with control. In short, integration links, interoperability empowers.
Why interoperability is such a challenge in the gaming industry
Each integration is unique. Why? Because the combination of legacy systems, niche vendors and varying regulations in markets across the world means there is no blueprint for operators to follow.
Remember, most operator platforms are now decades old and were not built with modularity or openness in mind. And even those developing new platforms and systems from scratch often lack the in-house capability to design for interoperability from the get-go.
The risk of not achieving interoperability
When systems don’t interoperate, things start to fall apart. For example, delivery can grind to a halt, with every new feature launch or market entry becoming a grind. There are compliance risks, too, especially when it comes to fractured data and an increased risk of errors and audit gaps.
Then, of course, there is the poor player experience that will be provided. This could be anything from glitchy games to failed deposits and even the wrong marketing communications being sent to the wrong player cohorts.
It also impacts an operator’s ability to develop and innovate, as IT and tech become reactive rather than proactive. And in such a competitive market, this can see a brand quickly fall behind the curve.
How to solve the interoperability conundrum
Ensuring interoperability is a complex and comprehensive undertaking, but there are some high-level things operators can do.
This starts with standardising critical data flows and logic, not just the interface. Remember, a single view of data is what ensures all the platforms, systems and networks communicate with each other in the same language.
Operators should also design for change, as architecture must support long-term growth and plug-and-play modularity. In most cases, it’s best to invest in strategic partners, not just tools.
How strategic partners can help
Partners such as Fincore can provide the strategic clarity operators need, defining what interoperability looks like for them and based on their business goals. We also bring execution muscle – we don’t just design it, we build it.
The right partner also brings compliance confidence. Companies such as Fincore are highly experienced when it comes to interoperability, and everything we do stands up to regulatory scrutiny.
This can be seen in our proven track record for delivering interoperability for everything from complex migrations to global-scale game roll-outs.
A real-world example of interoperability
Fincore worked with a US-based gaming services provider whose legacy systems across its land-based venues had created silos in payments, loyalty and in-resort experiences.
The solution we proposed saw us design and deliver a digital wallet that became the unified digital layer across the physical properties. We also integrated deeply with multiple rigid legacy systems to provide secure and compliant interoperability at scale.
The result? We delivered on time, unlocked a new digital product line and created a long-term tech foundation for the company to continue to build on.
When it comes to integrations, you can always wire systems together, but if you don’t do it in the right way, you get chaos. Interoperability is about creating order within platforms and systems, which in turn allows for unlimited scaling and growth.
And that’s why interoperability is the real game-changer.
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Bet It Drives
GR8 Tech’s Bet It Drives Season 2 Finale: Kelly Kehn on Opening iGaming to New Founders
Reading Time: 2 minutes
Lisbon’s streets set the pace for Season 2 of GR8 Tech’s Bet It Drives—the drive-time podcast where iGaming’s most interesting voices speak freely. Hosted by Yevhen Krazhan, Chief Sales Officer at GR8 Tech, each episode captures raw insight, candid stories, and the energy you can only find on the road.
Episode 4 of the Season 2 finale puts the spotlight on Kelly Kehn, founder, board member, and startup advisor in gaming. As co-founder of Defy the Odds (DTO), she’s building a launchpad and community connecting startups, investors, and operators—with a focus on female and minority founders. Previously, she co-founded the All-In Diversity Project, held ecosystem roles at happyhour.io and SBC, and serves on boards including FUNNZ.
During the ride, Kelly opens up about:
- Why iGaming events matter: the community, access, and acceleration you only get in the room.
- Defy the Odds (DTO): why she and her co-founders built it, what it is, and how founders plug in.
- Women in iGaming: real challenges and how to lower the barrier to entry; inclusion as a growth strategy.
- Pitch ideas that paid off and common startup pitch mistakes.
- The next possible unicorn in iGaming and what makes it possible.
- Soundtrack to success: the song for a win, the pre-coaching track, and the one that sums up her career.
- The boldest ideas: intention, asking for help, and doing the homework.
- The unwritten rule of iGaming.
- Halloween rubric: the scariest moments in life and career, and why saying the hard thing out loud matters.
- Kelly’s Champion Rule: Be kind to yourself and to others.
“As Kelly said, ‘When we open the space to more people and more perspectives, we all win and the pie gets bigger.’ This episode was the perfect finish of our Season 2 in Lisbon,” said Krazhan.
Watch or listen to Season 2, Episode 4 with Kelly Kehn on:
Season 2 of Bet It Drives launched with Rasmus Sojmark, kept pace with Tiago Pereira and Kyrylo Korobka, and now crosses the line with Kelly Kehn in the finale. But still, don’t unbuckle yet: Season 3 is coming soon with more interesting conversations and more reasons to hit play. Follow GR8 Tech to stay in the loop.
The next chapter of iGaming belongs to champions who play smart and bold. Join GR8 Tech at SiGMA Central Europe 2025, Rome, November 3–6, booth 5028-2, and discover the Heavyweight Rulebook—built for operators ready to scale, localize, and win.
The post GR8 Tech’s Bet It Drives Season 2 Finale: Kelly Kehn on Opening iGaming to New Founders appeared first on European Gaming Industry News.
Anna Hargrave
GambleAware Warns Outdated Gambling Advertising and Marketing Regulations are Leaving Children at Risk of Gambling Harm
Reading Time: 2 minutes
Regulations for online gambling marketing must urgently be brought into the digital age, a new report from the charity GambleAware has warned.
The report reveals that despite gambling being an age-restricted product, children are being exposed to gambling marketing online, before they reach an age at which they can critically evaluate it. This is leading to gambling being normalised and portrayed as “risk-free”, which increases the risk of them experiencing gambling harm.
Gambling harms are becoming an increasing part of children’s lives, with previous research finding that in 2024, around 85,000 children in Britain were experiencing harm from their own gambling, a figure which has doubled since 20233. GambleAware’s new report highlights how seeing gambling marketing and content, online and via social and streaming platforms, could be encouraging children to gamble and contributing to the number experiencing harm.
The new report calls out poor regulation of gambling marketing online, highlighting how more needs to be done to ensure the rules reflect the unique challenges presented by the digital age and urges a reduction in self-regulation to protect children from being exposed to age-restricted gambling content. Alongside this, GambleAware is also calling for mandatory health warnings to be put on all gambling marketing so people are aware of the risks and support available.
Specific changes to help protect children could include moves to hold online platforms to greater account and ensuring existing government programmes, such as the Online Safety Act and Online Advertising Programme, more directly address gambling marketing and content online. Alongside this, other recommendations include the alignment and strengthening of online safety regulatory powers and programmes.
GambleAware research also found strong public support from children and adults for changes to gambling marketing and advertising regulation. Around four in five children (79%) say they want more rules around gambling content and advertising on social media. Alongside this, over seven in ten adults also agree, saying they want more regulation around gambling advertising on social media (74%) and gambling related content on social media (70%).
Anna Hargrave, GambleAware Transition CEO, said: “Gambling operators invest significant resources into online marketing because it works at getting people to gamble more. This has resulted in children and young people being exposed to gambling content online before an age at which they can critically evaluate it and understand the risks that come with it.
“The current regulations covering gambling marketing and advertising online were designed before most children had easy access to the internet. Urgent action is needed to update these rules and bring them into the digital age to help keep children and young people safe from gambling harm.”
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Angelina Stasiuk Head of Business Line at SOFTSWISS Jackpot Aggregator
SOFTSWISS Jackpot Aggregator Marks Four Years of Growth and Global Expansion
Reading Time: 2 minutes
The SOFTSWISS Jackpot Aggregator, an award-winning player engagement solution, celebrates its fourth anniversary, delivering strong business results and expanding into new regulated markets.
Since its launch in 2021, the SOFTSWISS Jackpot Aggregator has become a trusted engagement and retention tool for operators worldwide. By the beginning of Q4 2025, the solution powers over 100 active brands, with more than 520 jackpot campaigns launched and 68,000+ jackpot hits. These numbers reflect growing adoption and consistent performance across regulated markets.
In early 2025, the SOFTSWISS Jackpot Aggregator obtained certifications in Brazil, Peru, and Estonia, strengthening its position in Latin America and Europe. These approvals allow operators in both markets to integrate the tool in full compliance with regulatory and technical standards.
Angelina Stasiuk, Head of Business Line at SOFTSWISS Jackpot Aggregator, shares: “Four years of consistent growth show how powerful engagement mechanics can be when built on flexibility and trust. Our recent expansion into new regulated markets marks an exciting new chapter, giving regional operators access to the same reliable and engaging jackpot solutions that have already proven successful worldwide. We’re proud to see the Jackpot Aggregator evolve into a solution that brings real value to both operators and their audiences.”
The flagship Prime Network Jackpot remains the key feature of the Jackpot Aggregator. The tool unites multiple operators under a shared prize pool, driving some of the industry’s most impressive payouts. One of its campaigns paid out a record-breaking €1,368,013, while a recent win in September 2025 saw a lucky player take home €758,262.71. The growing scale of the network confirms its power to increase engagement and deliver immersive gaming experiences for players worldwide.
Rosaria Freitas, Director of Product at Kirgo Casino, comments: “Congratulations to SOFTSWISS on four years of the Jackpot Aggregator. At Kirgo, we emphasise real play, real rewards, and zero distractions. This partnership enhances what our players can win without compromising that focus. By combining our local jackpots with the Prime Network, we’re offering Kirgo players exclusive community rewards and access to major shared prizes: simple, transparent, and designed for real enjoyment value.”
The SOFTSWISS Jackpot Aggregator continues to evolve as a cornerstone of player engagement strategy. This year, the solution introduced a major update – the Paid Participation Campaigns feature, which expands entertainment options for players and creates new revenue opportunities for operators. In this format, players contribute an entry fee to join jackpots, prize drops, multi-prizes, or even the Prime Network Jackpot. The feature also encourages closer collaboration with game providers, driving mutual promotion and long-term player engagement.
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 Jackpot Aggregator Marks Four Years of Growth and Global Expansion appeared first on European Gaming Industry News.
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