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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.

BETBY

BETBY CONTINUES UPWARD TRAJECTORY WITH SOLID Q3 2025 PERFORMANCE RESULTS

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BETBY, a leading sportsbook supplier, has reported another strong quarter, with its Q3 2025 performance underlining consistent growth and sustained engagement across its global partner network. The results highlight the provider’s continued expansion, innovation, and ability to deliver competitive value to operators worldwide.

During the third quarter, BETBY’s sportsbook recorded a 56.07% year-on-year increase in Gross Gaming Revenue (GGR), a 24.92% rise in total bets placed, and a 19.45% increase in active players, aligning with the solid upward trend seen in the company’s H1 results.

Importantly, these results were achieved despite a non-idyllic September, which was marked by uncompetitive margins due to sporting outcomes. This resilience further underscores the company’s ability to maintain growth momentum even in unfavourable market conditions.

This performance further demonstrates the scalability and reliability of BETBY’s sportsbook solution, which continues to attract new partners and drive growth across regulated markets. The supplier’s investment in proprietary trading models, AI-powered tools, and tailored partner support remains central to its strategy.

Betby.Games, BETBY’s proprietary esports feed, also delivered a positive quarter, achieving an 8.43% year-on-year increase in Gross Gaming Revenue (GGR), a 6.18% rise in total bets placed, and an 11.85% growth in active players compared to the same period last year.

Leonid Pertsovskiy, Chief Executive Officer at BETBY, commented: “Q3 once again demonstrates the strength of our products and the trust we’ve built with our partners. We continue to deliver solid results across both sportsbook and esports verticals, driven by innovation, user-centric solutions, and our commitment to excellence. As we approach the end of the year, our focus remains on accelerating growth and reinforcing our position as a Tier-1 provider in the iGaming industry.”

To find out more about BETBY’s cutting-edge sportsbook solution visit booth 4045 during SiGMA Central Europe. Attendees will have the opportunity to engage with BETBY’s team, and discover how the company’s solutions and services can be their winning aspect for their iGaming project.

The post BETBY CONTINUES UPWARD TRAJECTORY WITH SOLID Q3 2025 PERFORMANCE RESULTS appeared first on European Gaming Industry News.

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Andrzej Hyla Chief Commercial Officer at Wazdan

Wazdan ready to exhibit as gain-focused partner and exhibitor at SiGMA Central Europe

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Wazdan, the leading gain-focused developer, is ready to make its mark at the upcoming SiGMA Central Europe summit in Rome, taking place from 4th to 6th November at the Fiera Roma.

Italy represents one of Europe’s largest untapped online gambling markets, with total gambling revenue currently standing at an estimated €16 billion. Currently, only 25% of the market operates online, leaving €12 billion in offline revenue waiting to be unlocked.

Situated at stand 4040, Wazdan will be on hand to showcase the company’s Online gaining™ formula, featuring its captivating portfolio with over 250 certified games translated in more than 30 languages across 25 regulated markets.

Attendees will have the chance to experience the highly anticipated Mighty Wild™: Gorilla release, while the recently launched Cash Grotto™, 16 Coins™ x5000 and Mighty Crown™: Legacy of Mars will also be on show, with all experiencing impressive early performances with the studio’s operator partners globally.

Turning attention to Wazdan’s industry-renowned network promotions, those in Rome will also benefit from invaluable insight into the upcoming multi-stage €6,000,000 Network Promotion, which has been built to secure long-term player retention rates during the busy festive period.

Beyond the product showcasing and prize giveaways, Wazdan views the summit as a key opportunity to strengthen regional partnerships and deepen its engagement with Italy’s thriving iGaming sector.

The event’s prominence on the global industry calendar makes it a natural fit for Wazdan’s ambitions to lead the way in compelling slot innovation and partner-focused growth.

Andrzej Hyla, Chief Commercial Officer at Wazdan, said: “SiGMA Central Europe is a fantastic opportunity to connect with partners and share how our Online gaining™ formula continues to drive measurable growth.

“We are delighted to be acting as a partner throughout the three-day summit, and look forward to shedding light on how our powerful game mechanics and retention tools can help partners accelerate their success in this dynamic market.”

The post Wazdan ready to exhibit as gain-focused partner and exhibitor at SiGMA Central Europe appeared first on European Gaming Industry News.

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George Fil Director of Product Strategy at Push Gaming

Push Gaming doubles the Halloween thrills with Tarot Treasures and Tricky Treats

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B2B gaming supplier Push Gaming is set to deliver twice the thrills this Halloween with the release of two new seasonal titles, Tarot Treasures and Tricky Treats.

Both games highlight the recent launch of Push Gaming’s new product segmentation. Push Action delivers titles with enhanced layers of mechanics and player interaction, a category which Tarot Treasures proudly joins.

Meanwhile, Push Originals showcase the studio’s signature creative approach and innovative spirit, with Tricky Treats leading the way in this fresh line-up.

Tarot Treasures shuffles its diabolical deck in a spellbinding world where mysticism meets the proven success of the Push Ways mechanic.

Following the acclaim of Big Bite Push Ways, the feature receives a supernatural twist just in time for Halloween.

The introduction of cascade trails adds a fresh layer of gameplay, with enhanced dynamics during free spins. Players will also discover how hot zones and cascade trails combine to create electrifying experiences that offer both variety and excitement.

A week later, on October 22nd, Tricky Treats takes Halloween to the sweeter side, offering players a colourful cast of candy characters and a unique cluster wins mechanic.

Its innovative sticky wilds increase their multiplier with every win, while features such as Push Bet, which guarantees wilds, and the bonus buy option allow players to tailor their strategies to their own play style.

Added layers of thrill come from instant prize multiplier symbols and wild multiplier symbols, which boost all wilds and prizes on screen for explosive payout potential.

George Fil, Director of Product Strategy at Push Gaming, said: “With Halloween on the horizon, we wanted to give players two very different—but equally exhilarating—seasonal experiences. Tarot Treasures takes the Push Ways mechanic in a supernatural direction.

Tricky Treats, on the other hand, leans into the fun of the season with brilliantly designed candy characters and cluster wins that keep the action flowing.

“Together, both releases show how we’re pushing variety and innovation across themes, mechanics and volatility to deliver Halloween content players will love.”

The post Push Gaming doubles the Halloween thrills with Tarot Treasures and Tricky Treats appeared first on European Gaming Industry News.

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