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Parimatch: Consumers want stories, not spreadsheets

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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.

Berlin

BLAST and Brawl Stars bring their first-ever joint Live event to Berlin as part of new global competitive ecosystem

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Global esports entertainment company BLAST, in partnership with Brawl Stars, is bringing the first-ever live in-person Brawl Cup to Berlin from 15–17 May 2026. The three-day event promises top-tier international competition alongside a full fan experience at the Uber Eats Music Hall.

This landmark event is part of BLAST’s new multi-year partnership with Brawl Stars, creating a refreshed, large-scale competitive ecosystem for the mobile action game available on iOS and Android. The collaboration introduces a global calendar of events, expanded live broadcasts, and blockbuster arena shows, setting a new standard for Brawl Stars esports.

A Milestone for Brawl Stars Competitive Scene

As BLAST’s first standalone live event for Brawl Stars, Brawl Cup Berlin marks a key milestone in the new competitive season. The 3-day format showcases BLAST’s growing footprint in Europe and reinforces Supercell’s commitment to expanding Brawl Stars’ global competitive circuit.

Under this partnership, BLAST will:

  • Deliver 32 broadcast days per year across six competitive seasons

  • Host three major live events annually

  • Enable teams to qualify through regional competitions across EMEA, North America, South America, APAC, and China

Top teams from each region will compete in marquee in-person events, bringing world-class competition directly to live audiences.

Event Details: Brawl Cup Berlin

  • What: Brawl Cup Berlin

  • When: 15–17 May 2026

  • Where: Uber Eats Music Hall, Berlin, Germany

  • Tickets: On-sale dates and pricing to be announced

What Fans Can Expect

The Berlin event will deliver a full arena experience, combining:

  • High-energy live competition

  • BLAST’s signature broadcast spectacle

  • On-site fan activations and interactive experiences

Further announcements will reveal participating teams, broadcast schedules, and detailed fan experiences in the coming weeks.

Media and Press Opportunities

Media representatives will have access to:

  • Accreditation for the full event weekend

  • Player and spokesperson interviews

  • Exclusive coverage of the new-look Brawl Stars competitive circuits

This event represents a pivotal step in BLAST and Supercell’s mission to elevate Brawl Stars esports on a global stage.

The post BLAST and Brawl Stars bring their first-ever joint Live event to Berlin as part of new global competitive ecosystem appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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AI

2026 Rewards AI Capability, Not AI Talk – HIPTHER Prague Summit Unveils the Next-Era HIPTHER Academy

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HIPTHER Prague Summit proudly introduces the Hands-On HIPTHER Academy and next-gen career advancement. Because 2026 won’t reward AI Talk – It will reward AI Capability.

As the HIPTHER Prague Summit celebrates 10 years of impact across Gaming & Tech, the 2026 edition shifts the spotlight toward what truly defines the next era of professional growth: practical AI capability, personal authority, and reputational strength.

This year, HIPTHER places a powerful new emphasis on the HIPTHER Academy – the summit’s applied learning environment designed to move beyond theory and into real execution professionals can use immediately.

From AI Hype to Real-World Application

The message shaping 2026 is clear:

The future won’t reward those who talk about AI.
It will reward those who know how to use it.

Positioned as the practical layer of the summit, the HIPTHER Academy delivers:

  • 80% hands-on, applied AI workshops
  • Real operational use cases, including vibe coding, compliance automation, AI-driven workflows, and responsible implementation boundaries
  • Immediate, role-ready takeaways professionals can implement the moment they return to work

This applied focus distinctly separates HIPTHER Prague Summit from generic “AI trend” events – emphasizing execution over theory and capability over buzzwords.

Authority, Reputation & the Human Edge

Technical skill alone is no longer enough.

In an AI-accelerated landscape, positioning, leadership presence, and trust define who stands out.
That’s why the HIPTHER Academy integrates human authority and reputational growth alongside AI capability.

Featured workshops include:

  • From Profile to Authority: Positioning Your LinkedIn Presence for TrustMarija Hammond
  • Personality and High-Stakes Conversations in the WorkplaceMaria Loumpourdi
  • How to Build a Company’s ReputationMagdalena Radomska-Trzaska

Together, these sessions shape a new professional equation:

HIPTHER Academy = AI capability + personal authority + reputational strength.

Inside the 10th Anniversary Edition of HIPTHER Prague Summit

Under the theme “Decoding the Future: 10 Years of Impact,” the 2026 summit marks its most ambitious edition yet.

Taking place at OREA Hotel Andels Praha on 24–25 March 2026, the event brings together a global audience across:

iGaming, eSports, Blockchain, AI, Fintech, Compliance, Regulation

Attendees can expect eight dedicated Academy workshops delivering applied knowledge.

HIPTHER’s Co-Founder & Head of Business Zoltan Tündik, stated about this year’s HIPTHER Academy in Prague: “While 2025 was dominated by conversations about AI, 2026 is the year we are witnessing real acceleration. New developments, real projects, and genuinely useful tools being created at unprecedented speed. I recently noticed this while recording a podcast: we no longer say ‘this wasn’t possible a few years ago.’ We now say ‘this wasn’t possible a few months ago.’ That shift in language says everything about the pace of AI-driven innovation.

The market will not reward AI commentary anymore. It will reward AI capability. That’s exactly why the HIPTHER Academy focuses on practical application, giving professionals the ability to execute, not just discuss. In 2026, competitive advantage belongs to those who can apply AI confidently, responsibly, and effectively in real business environments.”

More Academy Highlights

Insightful sessions expanding the Academy’s practical scope include:

  • Branding in the Attention EconomyMarija Hammond, Brand Advisor & Speaker
  • LinkedIn as a Dealflow EngineMarie Zamecnikova, Personal Brand Strategist and Executive Advisor
  • Communications & Growth ExecutionWojciech Trzaska, Chief Communications Officer at SB Software
  • AI-Powered Marketing & PRUliana Korobeynikova, Head of Public Relations at iAffiliate

Alongside AI insights from The Playa, Murmur Intelligence, and further expert-led workshops to be announced.

The Career-Advancement Layer of Prague 2026

With the HIPTHER Academy, the Prague Summit evolves beyond a conference into a career acceleration environment — equipping professionals not just to understand the future, but to operate inside it with confidence, credibility, and authority.

Because in 2026, the real competitive edge isn’t access to AI.
It’s knowing how to apply it — and being trusted when you do.

Join the 10th Anniversary HIPTHER Prague Summit — invest in career-growth and personal authority. See you there!

The post 2026 Rewards AI Capability, Not AI Talk – HIPTHER Prague Summit Unveils the Next-Era HIPTHER Academy appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Argentine Basketball

FeedConstruct Secures Exclusive Rights to the Argentine Basketball Ecosystem

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FeedConstruct has reached a major milestone in its Latin American expansion, securing exclusive worldwide streaming and data rights to all games across Argentina’s top basketball leagues, including:

  • Liga Nacional (LNB)

  • Liga Argentina

  • Liga Federal

  • Liga Femenina

  • La Liga Próximo

This deal positions FeedConstruct as the primary global source for Argentine basketball, delivering over 2,400 games per season to partners worldwide.

Liga Nacional (LNB): South America’s Premier Basketball League

The Liga Nacional (LNB) is Argentina’s top-tier league and a recognized talent pipeline to the NBA, producing legends like Manu Ginóbili, Luis Scola, and Facundo Campazzo. Iconic teams such as Atenas de Córdoba, San Lorenzo, and Peñarol make the league a global attraction.

Liga Argentina: High-Stakes Competition and Rising Stars

Argentina’s second division, Liga Argentina, is defined by intense rivalries and promotion battles. Featuring historic clubs like Ferro Carril Oeste and Quilmes, it serves as a proving ground for emerging talent and offers passionate local fanbases.

Leadership Voices on the Deal

Narek Harutyunyan, CEO at FeedConstruct, said:

“Securing the exclusive rights to the Argentine basketball ecosystem is a landmark achievement. By consolidating these rights, we are creating an unparalleled offering for partners, delivering a high-quality experience across one of the world’s most exciting basketball nations.”

Eduardo Tassano, President of the Asociación de Clubes de Básquetbol, added:

“This agreement supports our goal of strengthening transparency, technological standards, and international projection. It adds significant value to the ecosystem and positions Argentine basketball on a global stage of professionalism.”

Liga Federal: Hyper-Local Coverage Across Argentina

The Liga Federal, the country’s largest professional competition with over 100 clubs, represents the heart of Argentine basketball. FeedConstruct’s coverage ensures fans and operators have full access to hyper-local content across every province.

Liga Femenina: Spotlight on Women’s Basketball

The Liga Femenina is Argentina’s premier women’s league, featuring stars like Melisa Gretter and top clubs such as Berazategui and Quimsa. This league is experiencing rapid growth, reflecting the rising global demand for women’s sports.

La Liga Próximo: Nurturing the Next Generation

La Liga Próximo is the elite developmental pipeline, showcasing youth squads from prestigious clubs including Boca Juniors, Quimsa, Obras Sanitarias, and Instituto de Córdoba. It acts as a scouting ground for future international stars, ensuring the continuity of Argentina’s basketball talent.

FeedConstruct: Strengthening Regional Leadership

This acquisition cements FeedConstruct’s leadership in Latin America, providing seamless access to the full spectrum of Argentine basketball for fans, operators, and betting platforms. With exclusive coverage across men’s, women’s, professional, and youth leagues, FeedConstruct now delivers the entire Argentine basketball ecosystem globally.

The post FeedConstruct Secures Exclusive Rights to the Argentine Basketball Ecosystem appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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