Press Releases

Parimatch: Consumers want stories, not spreadsheets

Published

6 years ago

March 9, 2020

Sergey Berezhnoy, Parimatch¹s Chief Product Officer.

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.

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DATA.BET

DATA.BET Boosts Casino Performance

Published

2 days ago

December 5, 2025

George Miller

Reading Time: 2 minutes

Company reveals a substantial rise in player value after casinos add sports betting

DATA.BET, a leading sportsbook solution supplier, reports notable performance improvements among casino operators that introduced sports betting through the company’s plug-and-play integration.

According to internal statistics across multiple clients, adding a betting vertical resulted in players who use both casino and sports betting, generating up to a 4x increase in player lifetime value (LTV) compared to their previous casino-only behavior, while the same betting-active segment delivered an average 12% additional revenue without additional player acquisition. Operators also recorded higher retention and engagement levels, with every second casino player placing at least one sports bet after the sportsbook launch.

The clients have noticed these results after integrating a Single Page Application (iFrame), which takes around one week. While DATA.BET manages all betting-related operations and configurations — both at launch and ongoing — casino operators instantly gain access to a full suite of sports, esports, and virtual sports events, allowing them to focus on marketing and player acquisition. To enhance flexibility and engagement, the iFrame supports full customization: from color themes and layouts to dynamic banners, promo blocks, configurable bonuses, and margin/odds control.

The company designed the SEO-friendly solution to ensure that search engine crawlers can easily read and index the content, thereby improving discoverability, page load times, and the overall quality of metadata, which contributes to higher SEO rankings and better visibility in organic search results.

Yurii Berest, CEO of DATA.BET, commented: “For many casinos, betting is more than diversification – it helps operators to maximize the potential of their existing audience and improve the efficiency of traffic monetization. As the average stake in sports is traditionally higher than in slots, operators experience instant revenue growth while retaining and extending player lifetime value. It is a powerful model of sustainable growth that helps to boost not only the current player base but also attract new audience”.

As the market continues shifting toward universal gambling ecosystems, DATA.BET’s solution demonstrates that sports betting drives measurable financial impact for casino operators, turning existing audiences into long-term revenue drivers.

The post DATA.BET Boosts Casino Performance appeared first on European Gaming Industry News.

Balkans

EGT Digital Receives Industry Impact Award at BEGE Awards 2025

Published

2 days ago

December 5, 2025

George Miller

egt-digital-receives-industry-impact-award-at-bege-awards-2025

Reading Time: < 1 minute

EGT Digital is proud to announce that the company has been honored with the Industry Impact Award at the BEGE Awards 2025. This special recognition celebrates our strategic influence, long-term vision, and contribution to the advancement of digital gaming technologies.

The award acknowledges EGT Digital’s commitment to innovation, the development of next-generation iGaming solutions, and our continuous efforts to shape the future of the industry.

This milestone reaffirms our position as a driving force in digital gaming and motivates us to continue delivering high-performance products, meaningful partnerships, and cutting-edge experiences to operators and players worldwide.

The post EGT Digital Receives Industry Impact Award at BEGE Awards 2025 appeared first on European Gaming Industry News.

AI agents

EveryMatrix Selects Cevro AI to Provide Operators with Fully Integrated empathic AI Support Agents

Published

3 days ago

December 4, 2025

George Miller

everymatrix-selects-cevro-ai-to-provide-operators-with-fully-integrated-empathic-ai-support-agents

Reading Time: 2 minutes

A partnership that transforms player support with cutting-edge AI agents purpose-built for iGaming, delivering faster resolutions, personalised experiences, and seamless integration into the EveryMatrix platform at scale.

EveryMatrix today announced a strategic partnership with Cevro AI, the leader in AI agents for iGaming customer support. This collaboration sets a new benchmark for player experience, as operators gain access to advanced generative AI agent systems built and fine-tuned for the iGaming industry capable of resolving complex player support issues with human-level empathy, precision, and speed.

Cevro AI’s agent platform is built on a series of domain-tuned large language models specifically trained on real iGaming workflows, player behaviours, compliance rules, and operator processes. According to the company, this domain focus allows the AI to “be best in class” and “perform like a seasoned support agent that understands players from day one,”

Kevin Furlong, Group CPO, EveryMatrix, said: “We are constantly investing in technology that helps operators grow and scale with confidence. Generative AI is now at a point where it can make a real difference. With Cevro AI, our operators gain intelligent, empathic agents that support players around the clock and drive real business value through deep integration across the EveryMatrix ecosystem.”

With native-level fluency in 100+ languages, Cevro AI autonomously connects to the EveryMatrix Player Account Management (PAM) platform and back-office to take action and instantly process requests, handling withdrawals, deposit issues, bonus requests, and account-related tickets with personalisation and a natural, conversational tone. The Cevro agents are trained with trust-layer controls, ensuring full alignment with responsible gaming (RG), GDPR and operator compliance requirements.

Chaim Heber, CEO of Cevro AI, added: “For us, partnering with EveryMatrix is a significant moment for Cevro AI. It’s proof that empathic AI is ready for the biggest operators in the industry. Our mission is to help brands deliver support that feels human at any scale, and this partnership accelerates that vision in a meaningful way.”

Nige Roberts, Founding Sales Lead at Cevro AI, commented: “Empathic AI is the future of iGaming support. EveryMatrix recognised that instantly. This partnership accelerates that future worldwide.”

The post EveryMatrix Selects Cevro AI to Provide Operators with Fully Integrated empathic AI Support Agents appeared first on European Gaming Industry News.