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Enlabs Appoints George Ustinov as new CEO

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The Board of Directors of Enlabs has appointed George Ustinov as new President and CEO. George Ustinov has been employed by Enlabs since 2017 and is currently active as operational manager (COO) and was previously Enlabs CFO.
George Ustinov, a Latvian citizen, was born in 1989, educated as an economist and worked before his time at Enlabs in the financial industry and at the auditing firm EY.

George Ustinov takes up the new position immediately and succeeds Robert Andersson, who in consideration with the Board, leaves his operational assignments in the Group after two years as President and CEO. The Nomination Committee for Enlabs has stated that it intends to propose this year’s upcoming Annual General Meeting to elect Robert Andersson as a member of the Board.

“The Board is very pleased that George Ustinov will lead Enlabs in the future. George has during his time in the Group demonstrated the ability to quickly make and implement decisions, has solid knowledge of the Eastern European gaming markets, and possesses the leadership skills that Enlabs continues to develop.” says Enlabs’ Chairman Niklas Braathen, and continues “George understands how one runs decentralized organizations, culture of collaboration and high performance. Together with Enlabs’ management team, he will drive Enlabs’ strategy forward, and be able to deliver long-term value for all our shareholders.”

“Being able to hand over the leadership to George after these two years feels extraordinary good. We have worked very closely with each other during this time and with his skills and drive, George is the obvious choice as new president and CEO. Personally, I feel honored to make the best possible contribution to the company’s success through active board work.” says Robert Andersson.

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“Robert has during his time at Enlabs had very successful results with an extensive and important change work. This has gone according to plan and we have had a mutual dialogue with Robert how he can progress and help the company’s continued development. All together we believe that this is the best solution for the company. We thank him for his efforts, and very much look forward to the continued cooperation, now in the board room.” continues chairman Niklas Braathen.

Now President and CEO George Ustinov says: “I am honored to have the opportunity to take over leadership for Enlabs, which is a fantastic company with very great opportunities. We operate in an industry that is rapidly changing, and our mission is to fulfill our customers’ needs and improve the customer experience through digital solutions. I very much look forward to working with all my colleagues in order to create a new bigger and stronger Enlabs.”

About ENLABS:
Enlabs stands for Entertainment Laboratories. We are a company that creates entertainment through innovative thinking within three business areas: Gaming, Media and Solutions. The corporate group has offices in Tallinn, Riga, Vilnius, Malta, Marbella and Stockholm. The operating subsidiaries hold national licenses for their operations and the Group employs approximately 200 employees.

 

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Betsson Group Rolls Out Its Flagship Offering in Lithuania

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Betsson Group has today launched its flagship brand, Betsson, in Lithuania, marking a new chapter in the Group’s ongoing strategy to unify and elevate its brand presence globally. The rebrand sees the former Betsafe operation transition to the Betsson brand, further strengthening the company’s positioning in regulated markets.

Betsson Group first entered the Lithuanian market in 2016 through the acquisition of TonyBet, which was rebranded as Betsafe the following year. Since then, the brand has gone from strength to strength, establishing itself as one of the leading operators in the country. The transition to Betsson reflects the Group’s ambition to bring even greater consistency, scalability, and brand recognition to its operations across regulated markets. For Lithuanian customers, it ensures the same trusted and seamless gaming experience – now backed by the strength of a globally recognised brand, with expanded resources, international partnerships, and unique fan engagement opportunities.

Jesper Svensson, CEO at Betsson Group, commented, “Lithuania has been an important market for us over the years, and this rebrand is a natural next step in our journey. By aligning our presence in the market under the Betsson brand, we can tap into broader marketing synergies, strengthen our global identity, and continue offering the same great service that our customers know and trust.”

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The rebrand reflects Betsson’s ongoing investment in Lithuania, where the company moved into a larger office in Vilnius’ Central Business District just over two years ago. Today, the office is home to around 40 employees working across commercial, payments and support functions.

Over the years, the Group has also built strong local partnerships that demonstrate its commitment to sport. Betsafe is the title sponsor of the Lithuanian Basketball League (Betsafe-LKL), one of the most competitive leagues in the region. The brand also supports both the men’s and women’s Lithuanian national basketball teams, and is a proud sponsor of football club FC Ćœalgiris.

This brand transition also aligns with Betsson Group’s broader international marketing strategy. The Group is actively investing in high-profile sports sponsorships, including partnerships with Boca Juniors and Racing Club in Argentina, Inter in Italy, AtlĂ©tico Nacional in Colombia and several other clubs across Europe and Latin America. These global initiatives not only raise brand awareness but also bring added value to local markets like Lithuania through stronger brand recognition and cross-market campaigns.

The post Betsson Group Rolls Out Its Flagship Offering in Lithuania appeared first on European Gaming Industry News.

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Estonian start-up vows to revolutionise iGaming customer support with AI

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Tugi Tark, which literally translates as ‘smart support’, launches an intelligent platform with AI agents to help online casino operators transform customer service

Estonian start-up Tugi Tark has formally launched with a mission to modernise the iGaming industry’s approach to customer support.

According to the tech disruptor, which is only now emerging from stealth mode, the future of player support will be proactive and automated, rather than reactive and manual.

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Tugi Tark uses a combination of large language models, machine learning, and a dataset of over 10 million iGaming customer service tickets resolved over the years.

Tugi Tark’s AI agents, available 24/7, resolve a significant percentage of cases independently, increasing each month as support teams train their AI agents. This streamlines the player experience and frees up human staff to focus on higher-value tasks.

Crucially, the agents can provide support in more than 250 languages, a key advantage for iGaming companies operating across multiple markets. Players are assisted in their native language, without the need for third-party translation tools or region-specific teams — reducing costs and breaking down language barriers.

Players parting with money expect fast, effective support at any time. Tugi Tark’s AI agents address this critical pain point. Slow response times remain one of the biggest frustrations in iGaming customer support — often due to staffing constraints.

Proactive support can improve the player experience across a range of issues, including failed payments. When a deposit fails, Tugi Tark receives an API call from the payment system with the error message. This instantly triggers a relevant chat with the player to clarify the reason and provide a solution. The result: improved customer satisfaction, successful deposits, and lower player churn.

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Tugi Tark CEO Harpo Lilja said: “We’re convinced we can help operators transform player support from a cost centre into a strategic competitive advantage.

“Support isn’t just about answering questions. It’s about creating momentum, trust, and loyalty. The quality of customer service is critical — it can make or break a VIP programme.

“With human agents, the support times are inconsistent. Support staffing for a multi-market 24/7 operation is challenging and costly. High churn among staff is common, and the limit of talent is an unfortunate reality.

“Combining both human and AI agents is the solution to the problem. AI agents can resolve many queries independently, and the rest are automatically routed to the most suitable human agent to guarantee a fast and effective resolution.”

Tugi Tark is a remote-first company headquartered in Tallinn, Estonia. The business has doubled its headcount in less than a year and is scaling rapidly to meet growing demand.

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Five iGaming clients are set to onboard imminently, with further partnerships to be announced before the end of 2025.

“We understand high-value players, compliance, cost optimisation, player safety, and the nuances of iGaming support — because we’ve lived it,” added Lilja, who brings over a decade of experience in iGaming and a proven track record of elevating customer support across hundreds of brands.

“Every feature is designed to solve real-world challenges: regulatory pressure, global player bases, multi-brand operations, and 24/7 VIP care.”

The post Estonian start-up vows to revolutionise iGaming customer support with AI appeared first on European Gaming Industry News.

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MARE BALTICUM 2025 Wrapped: Paving the Way for Gaming & Tech in the Baltics

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The HIPTHER Team is proud to celebrate another highly successful event for Gaming and Tech, in a powerful edition of the MARE BALTICUM Gaming & TECH Summit in Vilnius!

The full-house conference was a fitting closure to the groundbreaking MARE BALTICUM Gaming & TECH series that united the Baltics and became a pivotal meeting point and beacon of ideas in the region for seven incredible years.

HIPTHER is grateful to all of our extraordinary speakers who generously shared their expertise with our audience, and to all the fantastic participants dynamically engaging, connecting, and spurring the future of the local industries.

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Panels, Workshops & Powerful Takeaways

From the very first session to the final farewell, MARE BALTICUM 2025 delivered two days packed with meaningful insight, future-facing dialogue, and high-impact learning.

Across the Compliance & Operations Lab and the TechXperience Stage, C-level executives, innovators, and thought leaders came together to unpack the most urgent topics shaping Gaming, Tech, Fintech, and Regulation today. From navigating multi-jurisdictional compliance and decoding AI’s role in iGaming, to understanding consumer protection under MiCA and mapping the rise of decentralized platforms, each panel reflected HIPTHER’s mission: to bring clarity, context, and challenge to every conversation.

A key highlight of this year’s edition was the HIPTHER Academy Workshops – a brand-new initiative designed to elevate professional skills through actionable, hands-on sessions. Participants engaged directly with experts in focused workshops, earning digital diplomas marking their attendance and new learning achievement.

Sessions included:

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  • Crypto Custody, Transparency & Consumer Protection Under MiCA with Anna Agu
  • Creative Rights, Real Risks by Andrius Gabnys & Jovita Morta Gabne
  • RegTech in Action with Viktorija Poluektova
  • Neuroshift by Dr. Maria Loumpourdi

Each workshop offered a deep, hands-on dive into its subject matter, blending real-world scenarios with strategic tools for sustained professional growth.

 

Awards, Networking & the Signature HIPTHER Experience

The conference went beyond panels and progress: it was also a celebration of the people and companies driving the industry forward.

This year’s BSG Awards Ceremony honored excellence across the Baltic and Nordic regions, with standout winners including Betsson Group, Amusnet Gaming, Digitain, BETER, Coinspaid, and GLI,  as well as individual honors for visionaries like Daniel Gunba, Irakli Davarashvili, and Vladimir Malakchi.

Every evening brought the HIPTHER community together in unforgettable venues: from the cozy buzz of the Welcome Meet at Piano Man Bar, to the jazz-infused elegance of the Awards Night at Jazz Cellar 11, and finally the intimate conversations and clinking glasses of the Closing Party at Invino Vilnius. As always, HIPTHER’s signature hospitality turned networking into genuine connection, where business cards meet genuine moments, and partnerships are sparked over stories instead of mere pitches.

 

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What’s Next: 2026 and Beyond

2018 – 2025: MARE BALTICUM SUMMIT ➝ 2026 → ???

For seven unforgettable years, the MARE BALTICUM GAMING & TECH SUMMIT brought the Baltic region together, uniting industries, people, and progress under one roof. The 2025 edition in Vilnius marked the summit’s grand finale, and it did not disappoint: a full house, full hearts, and a bold step forward.

So
 is that the end?

Not quite.

In 2026, something new is coming! Something grounded in the values that defined MARE BALTICUM, but reimagined for a new era of regional collaboration.
More local. More focused. More connected.

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We’re not ready to say too much (yet).
But if you’ve ever been part of the #hipthers journey
 you’ll want to be part of what comes next. Stay tuned!

The post MARE BALTICUM 2025 Wrapped: Paving the Way for Gaming & Tech in the Baltics appeared first on European Gaming Industry News.

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