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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.

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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.”

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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.

Gaming

Global release of Trophy Hunter – test your skills in the next evolution of hunting games

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On July 3, 2025, Trophy Hunter – the latest game developed by the Ten Square Games team – launched globally across major markets. With this title, the company expands its presence in the fast-growing hunting game segment, where it already has solid experience. Trophy Hunter is the third Ten Square Games project in this genre – this time designed as a skill-based game, offering an accessible yet competitive experience for a broad player base.

“- Ten Square Games was one of the pioneers in the mobile hunting games segment. Since the release of Hunting Clash, the market has grown significantly, and players’ expectations have evolved. Trophy Hunter is our response to those changes – a skill based game that emphasizes fast-paced gameplay, reflexes, and strategic decision-making. We’re building on a world we know well, but offering a new style of play that opens up fresh growth opportunities,” says Jakub Noganowicz, Product Owner of Hunting Clash and Trophy Hunter.

About Trophy Hunter

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Trophy Hunter is a hunting game designed for players who enjoy quick, dynamic gameplay and competitive PvP action. Its core mode features three-round duels where precision, reaction time, and decision-making under pressure matter most – rather than exploration or resource management. Players can upgrade their personal base (Hunter’s Lodge), customize weapons, and compete in a structured league system.

“- The launch of Trophy Hunter is a test for both an alternative gameplay model and a more hybrid approach to monetization. We see this moment as the conclusion of the game’s first development phase. Now begins the most important stage – one driven by player feedback. The success of the project will depend not only on how the game is received but also on our ability to scale the title and consistently grow its player base,” says Andrzej Ilczuk, CEO of Ten Square Games.

Trophy Hunter follows a free-to-play model with microtransactions that let players upgrade weapons and ammo. It also features rewarded video ads**, allowing revenue generation from non-paying users. Thanks to hybrid monetization and a lower entry threshold, Trophy Hunter is aimed at a broader audience. Its lower cost per acquisition offsets the lower ARPU* compared to other Ten Square Games titles. The hybrid business model allows room for scalable growth and expanding the game’s reach.

From prototype to global release

Development on Trophy Hunter began in Q1 2024. In the final production phase, the core development team included 10 directly involved contributors.

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In late June 2025, as part of pre-launch preparations, Ten Square Games removed the test version of the app from Google Play and the App Store, replacing it with the final version and opening preregistration. Over 500,000 players only on Google platform used the opportunity to ensure the fastest possible access to the game on global launch day. Those who preregistered received an exclusive in-game reward – a replica of the Beretta BRX1 rifle and 10 rounds of special ammunition. This was made possible thanks to Ten Square Games’ collaboration with the globally recognized Beretta brand, originally established for Hunting Clash.

What’s next

At launch, the game includes 9 playable arenas. The release marks the beginning of a new development chapter for Trophy Hunter. The roadmap includes progressive content expansion and ongoing testing of the game’s global scalability. If this proves successful, future updates will bring more arenas, new gameplay modes, a LiveOps system, Battle Pass, and additional features to boost player engagement and expand challenge variety.

* ARPU – average revenue per user
** Rewarded video – an ad format where players voluntarily watch a video ad in exchange for an in-game reward.

The post Global release of Trophy Hunter – test your skills in the next evolution of hunting games appeared first on European Gaming Industry News.

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Conferences in Europe

SOFTSWISS Developer Conference Highlights Engineering Strength in High-Load iGaming

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SOFTSWISS, a global igaming software provider, has hosted one of its largest internal developer conferences. The closed-door event in Warsaw brought together over 100 product and engineering specialists to share their experience on building robust iGaming infrastructure, scalability, and technology resilience.

Designed to accelerate cross-functional collaboration and drive technical excellence, the conference agenda featured ten selected talks focused on mission-critical topics such as platform architecture, high-load performance, risk management, and structured thinking – all vital to the stability and success of modern iGaming operations.

“Behind every seamless gaming experience is a robust, well-architected platform that can perform under pressure,” said Sergey Kastukevich, Deputy Chief Technology Officer at SOFTSWISS. “This conference reflects our belief that high-performance technology is the foundation of long-term operator success. It’s where ideas are tested, knowledge is shared, and better systems are built.”

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The speaker line-up was curated from a highly competitive pool, with three applications submitted for every available slot. The final agenda reflected both the technical depth and practical expertise required to operate at scale in the iGaming industry, offering value beyond core engineering topics.

“Most of the topics revolved around strategic challenges aimed at improving efficiency, stability, speed, cost, and process optimisation. That defines who we are as a company: we are a global tech company with 16 years of experience, our products are mature, and what matters now is how we process large volumes of data reliably and build scalable knowledge bases. These are applied, enterprise-level issues,” highlighted Stanislau Biarkovich, Principal Architecture Manager and one of the internal organisers of the conference.

 

Among the standout sessions were:

“An Economist’s Guide to Architecting and Building Web-Scale Platforms” – a talk connecting infrastructure decisions with economic principles, delivered by Brian Azzopardi, Head of Engineering.

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“How Risk Management Techniques Could Make Business – and Your Life – More Effective” – a session by Sergei Laiter, Risk and Process Manager, highlighting the strategic thinking behind resilient tech systems.

Attendees included engineers and product leaders from SOFTSWISS offices across Europe.

As part of its broader commitment to innovation and community engagement, SOFTSWISS also participated in Code Europe 2025, one of the continent’s top tech festivals. Representing the company on the public stage, Artem Bychkov, Deputy Chief Security Officer, delivered a keynote titled “Groundhog Day: Lessons from 20 Years in Security”, shedding light on recurring cybersecurity blind spots and their impact on digital business resilience – including in iGaming.

With demand for stable, scalable, and secure platforms at an all-time high, SOFTSWISS continues to invest in its global engineering culture to ensure that its partners –  including operators, aggregators, and affiliate programs – can grow with confidence.

 

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About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS complies with a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post SOFTSWISS Developer Conference Highlights Engineering Strength in High-Load iGaming appeared first on European Gaming Industry News.

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Compliance Updates

HIPTHER Launches Responsible Gambling Assessment Tool Across Its Global Gaming Media Network

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HIPTHER, a leading media and events brand in the Gaming and Tech industries, has launched a new Responsible Gambling Assessment Tool, now live across all of its gaming media platforms. This quick, anonymous self-test is designed to help players better understand their relationship with gambling, encouraging safer play through awareness and early self-checks.

The “Play Responsibly” tool is backed by clinical research and built with user privacy at its core, based on the globally recognized Problem Gambling Severity Index (PGSI) – a 9-question framework used to assess gambling risk levels, from low to moderate or high.

No sign-up needed. No Cost. No data collected. No Judgement. Just honest insight.

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Whether you’re simply curious or looking to take a proactive step toward support, this free tool delivers instant results and practical next steps – all in under two minutes.

Key Features:

  • Completely anonymous – no registration or personal data required
  • Instant results with tailored guidance
  • Available in 5 languages
  • Mobile-first and accessible across all devices
  • Fully GDPR compliant

Designed to meet WCAG 2.1 AA accessibility standards, the tool ensures a smooth and inclusive user experience for everyone. With multilingual support and local resource integration, it helps diverse populations connect with trusted support networks in their region.

While our media platforms primarily serve the B2B side of the industry, we know they’re also visited by players looking for insights and updates. That’s why it’s important for us to go beyond headlines and contribute real tools that support safer play. This assessment is one small, meaningful step toward that.” – Zoltán Tűndik, Co-Founder and Head of Business at HIPTHER.

Take the assessment today and share it with your community.
Because gambling should always be safe, informed, and fun.

Try it now on any of HIPTHER’s gaming media platforms:

By launching this tool, HIPTHER reaffirms its ongoing commitment to promoting transparency, responsibility, and player well-being in the global gaming industry. Together with our partners and audiences, we continue working toward a safer, more informed future for players everywhere.

The post HIPTHER Launches Responsible Gambling Assessment Tool Across Its Global Gaming Media Network appeared first on European Gaming Industry News.

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