Press Releases
Parimatch: Consumers want stories, not spreadsheets
Parimatch’s Chief Product Officer Sergey Berezhnoy spoke at ICE London 2020 about how the operator plans to evolve the traditional sports betting experience with a focus not just on technology, but on storytelling. With a history in the video gaming industry, Sergey can see many narrative-building concepts that would translate nicely to the betting sector, although he believes the main overlap – esports – still has a few mountains to climb.
Following a strong 12 months in its home markets, Parimatch attended ICE London 2020 with a clear vision in mind for the future of its sports betting offer.
The international operator has grown its market share with bold marketing campaigns and a strong product backed by great tech, but the main focus for Parimatch’s Chief Product Officer Sergey Berezhnoy over the next year is to research, develop and evolve sports betting’s current customer journey. Many of the innovations at ICE provide the backbone of that journey, providing several payment methods, hundreds of ways to bet, and thousands of events and markets to bet on, with other exciting developments such as VR and AI further bolstering to the industry’s toolbox in recent years. For players, the customer journey is smoother than ever before, but for Sergey, that’s not enough. His background is in the video gaming industry, and he believes that to tap into the widest possible market, the sports betting sector has to develop a story around the act of betting that is as engaging and rewarding as current popular mobile games.
“I use one word, and it’s narrative,” said Sergey. “I joined this sector from the video gaming industry, and there the focus is not on waiting for the end result, but providing as much entertainment as possible on the way to it.
Unfortunately, sports betting is currently the opposite; you come, you bet, you leave. There is no story, no great focus on the clubs involved, and often there are very few relevant events to bet on. Players who are engaged with the betting culture might bet on anything, but new and casual players need a story to bring them in. Look at Snapchat, Instagram and Tik Tok, they only show short stories, but it’s enough to get consumers engaged.”
In fact, the immediacy of sports betting is something else Sergey wants to move forward. While the rise of in-play betting has helped, many results can take between a few hours or a few days to come through depending when bets are placed, so Berezhnoy intends to make sports betting on Parimatch something players can jump into and be rewarded whenever they choose.
“In betting, the distance between betting and reward can be very high, whereas in video games the award is more achievable. We are trying to shorten that distance, but not as short as casino games,” he said. “In our research, we have taken a lot from casual gaming. If you are riding the subway or tube, everybody plays casual games or goes on social media. The big question is, why don’t they bet? It’s about a customer journey, but many sports betting sites still look like excel spreadsheets. Instagram has changed the way we consume photos, it’s our ambition to change the way people bet on sports.”
Berezhnoy added that this will involve asking players human-centric questions on pre-selected content, providing a personal touch to short, targeted stories for players to bet through. Like in video games, they won’t be faced with a thousand choices, but with a few highly engaging ones based around content they already enjoy, whether that be through live, fantasy or virtual sports – or even esports. This is another aspect of gaming that Berezhnoy has a lot of experience in, however he still believes there’s a few challenges ahead before the rapidly rising pastime becomes a key vertical for the sports betting sectors.
“Games publishers are in control of esports and they are not interested in the regulations that are needed to elevate the level of trust required for bookmakers,” he explained. “Publishers want more players, and tighter regulations can put up barriers to that. With a few exceptions, they also don’t give access to their data feed, which makes it very difficult to trade. Sports betting operators are interested in the most popular games with the biggest events, but those publishers don’t need to include sports betting into their model to be successful, and these are major roadblocks for its expansion in the industry.”
Sergey hopes that this will change over the next decade, but in the meantime, he is looking forward to weaving the storytelling ability of video games into all of Parimatch’s sports betting offers.
“At the end of the day, most of us prefer to be told stories than to scour over spreadsheets, and that’s what I want to offer to our players,” he concluded.
Relax Gaming, the iGaming aggregator and supplier of unique content, invites players to take a walk on the wild side with the release of Tiger Shrine.
Set deep in the heart of the Asian jungle, this 6×4 slot introduces players to a world of fierce creatures and engaging features and mechanics, including Reel Expansion, stacked symbols, Multiplier Wilds and Free Spins that can push players towards a max win of 10,000x.
Landing three or more bonus symbols anywhere on the reels allows players to choose from one of three Bonus Game modes: Reel Expansion, Symbol Upgrade and Multiplier Upgrade.
Reel Expansion mode sees players collect coins to increase the number of symbols on the reel, unlocking up to 117,649 ways to win. Symbol Upgrade mode sees players hunt for coins that transform animal symbols into the highest-paying Tiger symbol. Multiplier Upgrade mode increases the values of all Multiplier Wilds whenever a coin is collected.
Wild symbols can land at any time carrying multipliers worth up to x5 during base gameplay, while the Multiplier Upgrade mode can push these values even higher.
The Bonus Game modes can be accessed immediately via a Buy Feature that offers players guaranteed entry at 60x their bet or a Super Bonus entry at 250x their bet, which grants 25 free spins.
Shelley Hannah, CPO at Relax Gaming, said: “Tiger Shrine is a great addition to our award-winning portfolio of slots, and we can’t wait to see players get stuck into it! The medium volatility and buffalo-style gameplay is accompanied by some fierce features and mechanics, which can make sure it lives up to the high expectations we have for it.”
The post Relax Gaming roars into action with the release of Tiger Shrine appeared first on European Gaming Industry News.
Collaboration between Playtech and Vegas Kings brings enhanced iGaming creative and development solutions to operators
Vegas Kings, the most experienced iGaming web design and development agency, is proud to announce it has joined as a partner in the Playtech SAAS Marketplace. This partnership with Playtech, one of the largest platform providers in the iGaming industry, marks a significant milestone in their 26+ year journey of delivering innovative solutions and high-quality services to global gaming operators.
As a certified provider, Vegas Kings now offers a seamless extension of Playtech’s cutting-edge platform capabilities. With a history of successful collaborations with Playtech clients like PlayTsogo and betOcean, Vegas Kings is well-positioned to support operators in enhancing user experiences, optimizing acquisition strategies and driving brand success across all verticals.
Expanding Horizons with Playtech
This certification enables Vegas Kings to deliver tailored creative design and technical development services to Playtech’s vast client network. From comprehensive solutions like logo and web design, 3D development and CRM marketing assets to bespoke front-end development on Playtech’s platform, our services are designed to drive impactful results for operators.
“We are super excited to deepen our partnership with Playtech, a brand synonymous with innovation and excellence in the iGaming space. This certification underscores our dedication to delivering industry-leading solutions that empower operators to excel in regulated markets worldwide,” said Ashley Adir, CEO of Vegas Kings.
“As our SAAS program continues to expand, we are thrilled to be partnering with top-quality suppliers in the agency space. This collaboration enables operators to access exceptional support in design, creative, and campaign management. Vegas Kings have been long-standing partners with Playtech, and their outstanding work and expertise make them a great choice. I look forward to seeing this partnership flourish and grow.” said Mark Allan-Jones, SAAS Commercials Partnerships Manager of Playtech.
Driving the Future of iGaming
Vegas Kings’ unique blend of creativity, technical expertise, and deep industry knowledge makes us an ideal partner for Playtech’s clients. Together, we aim to innovate and elevate the iGaming experience for operators and players alike, ensuring seamless integration, high-quality designs, and exceptional user engagement.
The post Vegas Kings Becomes a Certified Playtech Provider, Strengthening Industry Leadership appeared first on European Gaming Industry News.
The leading betting platform announces special promotions for the biggest horse racing event of the year.
As the excitement for the Grand National 2025 builds, one major betting brand is ahead of the field. Casino Kings announced an exclusive Grand National betting offer; when you bet £10 on any race, they’ll award you a £30 free bet. This promises to make this year’s Grand National Festival more exciting than ever. Whether you’re a seasoned bettor or just enjoy a flutter on the nation’s favourite horse race, this elite promotion is designed to bring more value, boost Grand National returns, and a superior betting experience to punters across the UK.
A Grand Offer for the Grand National
Casino Kings has been a trusted name in the casino industry for over a decade, and last year they ventured into the sports betting world and haven’t looked back since. Known as the world’s most famous steeplechase and the most watched horse race in the world (estimated at 600 million viewers) this year’s Grand National runners are set to compete in a race like no other. To celebrate the event, Casino Kings is rolling out an exciting promotional offer for new and existing customers alike.
“The Grand National is not an event to miss out on in this industry,” says James Dowd, CEO of Casino Kings. “Since we launched the sportsbook on Casino Kings at the end of last year, it’s been our biggest interest to provide the best sports betting experience, we possibly can. Our Grand National offer this year is only a glimpse of what’s ahead for our customers!”
What’s in the Offer?
Casino Kings’ Grand National 2025 offer is all about giving bettors the best possible value on their wagers. Here’s what’s included:
- Bet £10, Get a £30 Free Bet – Simply deposit £10, and they will instantly reward you with a £30 free bet to use on Grand National runners.
- Available to All Customers – Unlike many promotions that are exclusive to new players, this offer is open to both new and existing customers, so everyone can enjoy the benefits.
- Flexible Way to Play – Your free bet can be used on multiple days across the Aintree Grand National on a one-time stake.
- Simple and Hassle-Free – No complicated terms, just deposit and play with ease, making it the perfect offer for Grand National fans of all experience levels.
Why This Year’s Grand National is One to Watch
The Grand National 2025 is set to be one of the most competitive races in recent history. Included in the strong lineup of Grand National horses; I Am Maximus, Intense Raff, Stumptown, and Iroko are all competing for glory at Aintree. Betting fans will be on the edge of their seats from the starting gun to the final fence.
Adding to the excitement, demand for this year’s Grand National has reached new heights. Grand National Saturday is officially sold out, and Friday’s Ladies Day has also sold out, proving just how much anticipation surrounds the event. With a fantastic weather forecast for race weekend, the atmosphere at Aintree is expected to be electric.
Casino Kings’ Grand National betting offer means you won’t just be watching the action – you’ll be part of it. The latest Grand National news suggests that this year’s race is packed with contenders, and with the best Grand National odds, you can bet smarter and with more confidence.
And after a turbulent Cheltenham Festival, where many favourites failed to deliver, punters are looking for a much-needed comeback at the Grand National. Could this be the race that turns fortunes around for bettors? With Casino Kings’ offer, there’s never been a better time to get back in the game.
How to Claim the Offer
Getting in on the action is simple:
- Sign up or log in to your Casino Kings account.
- Deposit using the code ‘GRAND’ and place your bet on any of the Grand National runners.
- If you’re a new or old customer, enjoy your free bet with the King Casino.
- Keep an eye out for live betting opportunities as the race day unfolds.
Bet Smart, Bet Safe
Casino Kings is committed to responsible gambling and encourages all bettors to play responsibly. With features like deposit limits, time-outs, and self-exclusion tools, Casino Kings ensures a safe and enjoyable betting experience for everyone.
About Casino Kings
Casino Kings is a leading UK-based sports betting and online casino platform, offering top-tier odds, exciting promotions, and a seamless betting experience. With a focus on innovation, fair play, and customer satisfaction, Casino Kings continues to be a favourite destination for betting enthusiasts.
For more information on Casino Kings’ Grand National betting offer, visit www.casinokings.com.
The post Casino Kings Launches Exclusive Grand National Offer for Betting Fans appeared first on European Gaming Industry News.
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