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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.

Acquire.bet

Acquire.bet Partners with E2 to Deploy Advanced Sports Betting Monetization Technology Across North America

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Acquire.bet has announced a strategic partnership with E2, the global SaaS provider behind BetQL-powered publisher solutions, aimed at strengthening sports betting and iGaming monetisation across North America and regulated Canadian markets.

Under the agreement, Acquire.bet will serve as E2’s exclusive regional partner, bringing E2’s technology suite to publishers and media brands across the U.S. and Canada. The collaboration combines E2’s deep-linking, sports data and content tools with Acquire.bet’s established monetisation expertise, analytics infrastructure, and operator relationships to help publishers convert sports audiences into compliant, high-performing betting and gaming revenue streams.

E2’s technology offering includes sportsbook-specific deep links tailored by state, intelligent betting widgets and scoreboards, branded sports hubs featuring betting tips and pre-game analysis, and free-to-play games deployed directly within a publisher’s own brand environment. Designed to integrate seamlessly into editorial and sports content, these tools enhance user engagement while improving conversion performance.

Acquire.bet will oversee all commercial monetisation, connecting publishers with regulated sportsbook and iGaming operators and optimising performance through its proven acquisition and analytics capabilities. Together, the two companies aim to provide media brands with a scalable, tech-enabled pathway to monetise sports traffic in increasingly competitive regulated markets.

One of the first initiatives to launch under the partnership is a fully built World Cup Hub, created to capitalise on the surge in North American betting interest around this summer’s tournament. Delivered as a turnkey solution, the hub will feature seamless CMS integration, continuously updated bespoke match and betting content, and built-in monetisation.

Allan Petrilli, Managing Director at Acquire.bet, commented:
“This partnership is a natural next step in how we support publishers and media companies operating in North America’s regulated environment. E2 brings proven technology that enhances how sports content connects to betting opportunities, while Acquire.bet provides the monetisation expertise, operator relationships and market insight needed to turn that engagement into sustainable revenue. Together, we’re expanding the toolkit available to publishers competing in an extremely crowded market.”

Nigel Frith, Director of Strategy at E2, added:
“Acquire.bet has built a strong reputation as a leader in sports betting and iGaming monetisation across North America. By partnering exclusively with them in the region, we’re ensuring our technology is deployed alongside a team that understands both regulatory complexity and commercial realities. This collaboration allows us to bring our SaaS solutions to market in a way that delivers tangible value for media partners and operators alike.”

The partnership will initially focus on the U.S. and regulated Canadian markets, with additional expansion planned as sports betting regulation continues to evolve.

The post Acquire.bet Partners with E2 to Deploy Advanced Sports Betting Monetization Technology Across North America appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Canada

CasinoCanada announces new partnership with GG.BET

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CasinoCanada is pleased to announce a partnership with GG.BET, a leading international esports and sports betting platform. This collaboration will expand GG.BET’s presence in key regional markets and provide targeted, engaging content for esports and sports betting enthusiasts.

Through this partnership, CasinoCanada will collaborate with GG.BET to produce specialised reviews and SEO-driven content for regional audiences. This effort will increase GG.BET’s visibility and offer players reliable information and a seamless user experience.

CasinoCanada is an online casino guide managed by SEOBROTHERS.

Eugene Ravdin, Head of PR at SEOBROTHERS, commented:

“GG.BET is a pioneering force in the esports betting space, combining innovation with deep industry knowledge. Partnering with CasinoCanada aligns perfectly with our goal to support platforms that prioritise player engagement and responsible growth. Together, we look forward to delivering valuable content that resonates with esports and sports fans alike and contributes to the sustained success of GG.BET.”

GG.BET is an international betting platform developed by esports experts to deliver a top-tier esports betting experience and a wide range of traditional sports betting options. The platform offers over 30 esports disciplines, including console and mobile games, and more than 40 traditional sports.

GG.BET also provides AI-based virtual sports, such as virtual football, basketball, and tennis leagues. The platform enhances user experience with a personalised feed and a customisable gaming avatar that evolves as players advance through GG.Leagues levels. GG.BET prioritises player security and customer service, maintaining high standards in data protection and user care.

GG.BET supports esports development by partnering with teams and sponsoring major tournaments, including BLAST Premier (CS2), PGL Major, and Dota 2’s The International.Since 2020, GG.BET has been the partner of NAVI and Team Vitality’s CS2 roster.

The brand has received global recognition, winning the Best Esports Operator award at both the EGR Operator Awards 2023 and the SiGMA Europe Awards 2023. This success continued with the Esports Operator of the Year title at the EGR Global Operator Awards 2024, followed by Operator of the Year for Central and Eastern Europe at the EGR Global Europe Awards 2025.

Serhii, Head of Affiliates at GG.BET, added:

“We’re pleased to launch our partnership with CasinoCanada. Their strong regional expertise and engaged audience make them a valuable partner for us. We see great potential in this cooperation to strengthen GG.BET’s presence in the region and build long-term growth together.”

The post CasinoCanada announces new partnership with GG.BET appeared first on Americas iGaming & Sports Betting News.

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Alberta

Continent 8 ready to support iGaming operators and suppliers in Alberta

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Continent 8 Technologies, a leading provider of cutting-edge managed IT solutions designed for the global iGaming and online sports betting industry, announces that it is officially open for business in Alberta, Canada. This expansion follows the province’s release of its competitive iGaming regulatory framework and the publication of detailed hosting and security requirements by the Alberta Gaming, Liquor and Cannabis Commission (AGLC), marking another significant milestone in Continent 8’s long-standing commitment to serving the North American market.

With proven operations in Ontario – where the company successfully launched its Public Cloud solution in Toronto in direct response to the province’s opening of its iGaming market in 2022 – Continent 8 brings to Alberta the same depth of regulatory understanding, technical capability, and customer-driven innovation that has established it as a trusted partner across Canada.

Alberta’s iGaming framework sets out detailed hosting and data governance obligations for operators and suppliers. For example, all data centres used by licensees must receive AGLC approval, covering data residency, cross-border transfers, and encryption key controls.

The province also mandates fully functional disaster recovery infrastructure and immutable, encrypted backups, with strict requirements for quarterly testing and offsite storage – areas where Continent 8’s experience provides immediate value.

In addition to hosting requirements, Alberta introduces some of the most comprehensive security requirements in the country, including mandatory MFA, SOC 2 and ISO 27001 compliance, annual penetration testing and extensive log retention requirements.

“Our heritage means we understand the rigorous regulatory expectations, and the operational challenges operators and suppliers face when entering new markets,” said Michael Tobin, CEO and Founder of Continent 8 Technologies. “Alberta’s standards are comprehensive, particularly around disaster recovery, backups, and security. We have built our solutions so customers can meet these requirements confidently from day one. We are excited to support customers as Alberta opens its market and continues Canada’s growth story.”

Continent 8’s network now spans every major regulated province or state in North America, supported by facilities across more than 100 locations globally. Customers benefit from end-to-end services including managed hosting, cloud, connectivity, and cybersecurity, all engineered for regulated industries.

The post Continent 8 ready to support iGaming operators and suppliers in Alberta appeared first on Americas iGaming & Sports Betting News.

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