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Behind the Success of the Growing European Online Gambling Market

Published

5 years ago

December 9, 2020

Reading Time: 4 minutes

Due to all types of restrictions on social gathering and physical attendance in many brick-and-mortar businesses, the global online gaming and gambling markets have ballooned in 2020. As gambling becomes more and more of an online activity, markets such as the European Union are projected to grow at about 10% per year, and increase to nearly US$35.5 billion by 2022, up nearly 32% from its 2018 numbers. Globally, the online gambling market is projected to reach US$160 billion by 2026. The European market is seen as far more regulated than any other, with the Western side catching up to the Eastern market revenue-wise. But for a diverse group of developers and their platforms, there are companies already licensed to operate in the EU that are reaping the rewards of their market position on the continent, including Bragg Gaming Group, Glue Mobile, Activision Blizzard, Century Casino Inc., and Enthusiast Gaming.

Through its subsidiary ORYX Gaming, Bragg Gaming Group recently announced its entry into the lucrative Swiss market, after signing a content deal with leading operator mycasino.ch by Grand Casino Luzern.

It’s worth noting that as recently as 2019, online gaming was illegal in Switzerland, and all access to unlicensed sites and apps were to be blocked. But a new gambling law from July 2019 enabled land-based casinos to launch online operations.

European Gaming Congress 2024 (Warsaw, Poland)

Since then, the Swiss regulated online market quickly gained traction. The latest official figures from the country’s regulator showed that online gaming licensees generated CHF23.5M (more than US$26 million) in just the first partial year of being live.

It’s notable that ORYX/Bragg’s partner Grand Casino Luzern‘s brand mycasino.ch generated CHF8.9M (nearly US$10 million) in revenues in 2019—accounting for nearly 38% of the total Swiss online gaming market.

“We have had a strong start to our online operations and are constantly looking for fresh and exciting content to enhance the experience for our growing customer base. We’re thrilled to have the opportunity to collaborate with ORYX moving forward,” said Wolfgang Bliem, CEO of Grand Casino Luzern. “Our main objective is to provide our Swiss players with pure entertainment at the highest level, and we believe ORYX’s portfolio of games can help us achieve just that. We are pleased to be the first operator in the country to offer the games through ORYX and are confident that the games will be huge hits with our players.”

Through ORYX GAMING, Bragg is licensed by the Malta Gaming Authority (MGA), as well as the Romanian National Gambling Office (ONJN) and is compliant, certified, or approved in 18 other major jurisdictions.

“The Swiss online market is one that we have had an eye on since the new legislation entered into force in 2019 and we are thrilled to finally make our debut,” said Matevz Mazij, Managing Director of ORYX Gaming. “Grand Casino Luzern makes a perfect partner for us as one of the most established operators in the market with a strong online brand and we look forward to working together to build our presence in the country.”

Prior to the Swiss announcement, Bragg Gaming Group announced an exceptional revenue growth of 72% in Q3 2020. Bragg continued to focus on expanding its global footprint, onboarding 14 new customers in the quarter alone. Beyond Switzerland, they’re also in advanced discussions with new customers across multiple other licensed jurisdictions in Europe and Latin America.

Built upon its portfolio of assets that includes the ORYX Gaming subsidiary, Bragg Gaming Group is positioned as an innovative B2B online gaming facilitator, providing turnkey solutions including an omni-channel retail, online, and mobile iGaming platform to clients such as Grand Casino Luzern. Bragg’s games are played and enjoyed in countries around the world, and the company is set to sponsor this year’s prestigious World Gaming Executive Summit (WGES)—one of Europe’s most exclusive iGaming conferences.

At another virtual conference held on Dec 9, Glu Mobile (NASDAQ:GLUU) will be sending its CEO and COO to participate in one-on-one meetings and a fireside chat at the UBS Global TMT Virtual Conference.

Unlike online casino games, Glu Mobile’s primary assets are “freemium” mobile games—games that are free to download, but incentivize players to spend more money for downloadable content and upgrades. The business model has proven quite successful, as shares of Glu Mobile have risen 43.88% over the past quarter, and are up 76.88% in the last year. The company’s revenue reached a record high US$158.50 million, beating the estimate of US$136.30 million, resulting in a year-over-year growth of 48%.

Much like Glu, Activision Blizzard (NASDAQ:ATVI) saw its revenues grow in 2020, by an expected rate of 28%. This year’s lockdowns and increased time at home has given Activision Blizzard its biggest base of engaged players to date. The company expects that its next major Call of Duty release will only add more to the bottom line—and push sales in Q4 to $2 billion, and net bookings of $2.7 billion.

“There are few entertainment franchises that generate over $1 billion in annual net bookings,” said Bobby Kotick, CEO of Activision Blizzard. “And today, we operate three of them: Call of Duty, World of Warcraft and Candy Crush. And each has clear opportunity for sustained growth.”

The lack of physical traffic in Europe appears to be hurting groups such as Century Casino Inc. (NASDAQ:CNTY), which cited its casinos in Poland having a softer Q3 2020. While casinos in smaller cities around the country (drawing more local patrons) are doing well, their two larger casinos in the Polish capital of Warsaw are being softened because of the lack of tourists and business travelers. However, the global casino entertainment company has already begun to move on internet sports betting, such as in October partnering with Tipico for gaming in Colorado. Tipico originally started in Europe in 2004, and is the leading sports betting provider in Germany.

The popularity of online gaming and esports continues to be aided by the work of the world’s largest social network of communities for gamers and esports fans, Enthusiast Gaming (TSX:EGLX). With a reach of over 300 million gaming enthusiasts on a monthly basis, and hosts of the largest mobile gaming event in Europe, Pocket Gamer Connects, Enthusiast Gaming has seen strong growth in 2020—including 36% growth of total advertising revenue, including programmatic advertising revenue growth of 28%.

Because of the nature of their business, Enthusiast’s events have not been as harmed as the more brick-and-mortar centered groups, such as Century Casino. Its latest EGLX 2020 online gaming festival was watched by over 12 million fans, while streaming a total of 53 hours of content over four days from November 10-13.

As the European online gaming and gambling markets continue to grow, companies like Bragg Gaming Group look to be in a good position to take advantage of the gains.

SOURCE Microsmallcap.com

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Thunderkick reimagines Greek mythology theme in MeJUICEa

Published

39 minutes ago

June 18, 2025

George Miller

thunderkick-reimagines-greek-mythology-theme-in-mejuicea

Reading Time: 2 minutes

New release provides fresh twist on avalanche mechanic

Independent slots studio Thunderkick has unveiled MeJUICEa, the latest addition to its content portfolio that breathes new life into a proven popular theme, reintroducing Greek mythology’s iconic Gorgon with a modern makeover.

The 6×5 cluster pays title revolves around the Crush feature, a unique take on the fan-favourite avalanche mechanic. Every winning symbol in a cluster and each scatter on the grid becomes heavy, crushing all symbols beneath them on their reels, allowing new icons to drop into place.

All crushed symbols are collected by the Charge Meter, with a crushed wild immediately filling the progress bar. Every time the meter is filled on a single spin, a wild is accumulated, with the total number randomly distributed across the reels once no more wins remain.

A Global Multiplier boosts base game wins further, starting at 1x on every spin and increasing when multipliers up to 50x are crushed by heavy symbols.

The bonus round is triggered by landing three scatters, with 10 free spins awarded. Throughout the feature, the Global Multiplier and Charge Meter are persistent, and each extra scatter grants one additional spin, uncovering divine wins up to 5,000x.

Thunderkick has bolstered its offering with a diverse range of slots in 2025, adding titles such as Archie O’Loggins and the Enchanted Masks, The Wildos 2, Midas Golden Touch 3, and now MeJUICEa to its portfolio as it continues to champion inventive gameplay centred around its signature design style.

Mike Collins, Game Product Owner at Thunderkick, said: “Ancient mythology is a tried and tested theme that continues to garner the attention of players. While these games offer familiarity to consumers, we wanted to revitalise the classic genre to deliver a unique experience to casino lobbies.

“MeJUICEa takes an infamous mythological figure and combines it with retro fruits, cartoon-inspired artwork, and our new Crush feature that we hope will give a new lease of life to the genre.”

The post Thunderkick reimagines Greek mythology theme in MeJUICEa appeared first on European Gaming Industry News.

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Galaxsys Launches Updated Client Area for Superior Partner Experience

Published

39 minutes ago

June 18, 2025

George Miller

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Reading Time: 2 minutes

Galaxsys launches a more advanced and user-friendly Client Area, offering early access to key updates, multilingual demos, and an expanded asset library — all designed to deliver added value aligned with partner business growth.

Galaxsys, an award-winning provider of fast and slot games, is proud to announce the official launch of its newly enhanced Client Area — a powerful, all-in-one platform designed to guide partners while providing them with a seamless, intuitive, and content-rich experience.

The Client Area is a dedicated, secure portal designed for Galaxsys’ partners. It serves as the central hub where partners can access exclusive content, manage assets, stay informed about new releases, and gain instant access to a full suite of tools tailored to optimize their collaboration with Galaxsys.

With the latest update, the Client Area now features:

Intuitive, Interactive Interface: A sleek, intuitive design allows partners to navigate effortlessly and find what they need faster than ever before.
Personalized Partner Portal: The portal allows each partner to personalize their content feed by saving and liking the materials most relevant to their needs.
Early Access to the Game Roadmap: Partners gain early insights into Galaxsys’ upcoming releases and strategic milestones—keeping them one step ahead.
Customizable Demo Versions: Game previews are available in multiple languages, currencies, and devices to ensure seamless adaptation and localization for every market.
One-Click License & Certification Access: All relevant licensing and certification documents are accessible and verifiable with a single click.
Expanded Asset Library: A full range of branding assets—including logos, banners, game visuals, and Galaxsys’ brand guide—is available for instant download in various formats and sizes.

Teni Grigoryan, Chief Sales and Partner Management Officer at Galaxsys, commented on the new updates: “The new Client Area is more than a platform — it’s about giving our partners more control, more clarity, and more value. We’ve built a space that’s smart, efficient, and responsive to the real needs of the partners we work with. Whether it’s finding the right demo, downloading brand assets, or checking license documents, everything is now just a click away.”

The new Client Area is live now and accessible to all registered partners. Galaxsys encourages its partners to explore the upgraded platform and discover how it can improve their business engagement.

The post Galaxsys Launches Updated Client Area for Superior Partner Experience appeared first on European Gaming Industry News.

Allan Stone CEO at Intelitics

Movers and Shakers: Why flexibility and accountability are key to customer acquisition

Published

39 minutes ago

June 18, 2025

GamingAmericas.com

movers-and-shakers:-why-flexibility-and-accountability-are-key-to-customer-acquisition

“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.

Allan Stone, CEO at Intelitics, looks at recent changes to paid search ads and how a bigger budget is not the magic bullet for successful affiliate programs

Just as online sportsbook and casino operators embraced paid media and paid search as powerful and effective customer acquisition channels, the game has changed again, with new challenges to overcome.

What’s happened? At Google Marketing Live 2025, the search giant announced it will be rolling out ads inside AI-generated answers. This is going to have a seismic impact on paid search, but get it right and marketers can gain a significant advantage over their rivals.

Here’s what the change means for real money gambling brands.

1 – Placement isn’t placement anymore

Your ads won’t show up in traditional search blocks and instead will be embedded inside the AI answer itself. This changes how you write copy for sports-betting-related queries. For example, “Best odds” messaging hits differently when it’s inside an AI response.

2 – Fewer clicks but better players

AI answers will reduce total clicks, but the users who click through will be high-intent bettors. Expect click-through rates to drop, but player conversion rates to rise. In short, it will be a shift from quantity to quality.

3 – Context beats keywords

Forget exact-match keyword strategies, as now, you need to match the intent behind what the user is asking AI across a wide range of sport betting-related queries, from betting lines to game props and even deposit methods.

4 – SEO traffic is about to crater

The AI block dominates the entire screen, especially on mobile, and is likely to be the player’s first port of call. If you’ve been relying on organic search alone for player acquisition, expect fast traffic drops.

5 – Optimise for AI, not just search behaviour

Operators and their marketers will need to rethink how their sportsbook features, player reviews and betting content show up when AI crawls and indexes it. Getting into the AI result is now just as important as ranking in the top positions for competitive keywords.

For me, this is the biggest shift in paid acquisition since the iOS privacy changes hit Meta, and operators and their marketers need to respond immediately.

Those using Performance Max and Google’s AI Max program can get ads in AI Mode, and so long as they adapt their messaging and targeting to this new reality, they will capture higher intent players while their competitors scramble.

Another area where some sportsbooks continue to scramble is performance marketing, where underperforming partner programs are costing operators millions. But not for the reason they think…

It’s not about having partners; it’s about how you manage them. In our experience, the gap between top-performing programs and the rest isn’t budget, it’s the freedom given to affiliate partners.

We’ve evolved from the days when operators controlled every pixel of partner content, and this is welcome progress. But there’s still a disconnect between what we say and what we do – allow me to elaborate.

Operators talk about empowering partners but then micromanage their messaging. They say they want authentic voices but reject content that doesn’t match their corporate tone. They seek performance but restrict the very tactics that drive it.

The reality is that the best partners already understand their audience much better than the operator ever will. They’ve built trust and they know what resonates, but they need to be able to speak authentically.

This is why smart operators focus on frameworks rather than restrictions. And this should include clear brand guidelines that protect compliance, as well as consistent values that maintain brand integrity. It’s also important to provide flexible creative assets that partners can adapt.

But creative freedom is only half the equation.

Without proper measurement, the partnership program is flying blind, and, in most cases, operators can’t answer even the most basic questions like “Which partners drive actual player value beyond initial sign up?” and “What’s the true LTV of players from different channels?”.

When budgets get tight, the first things to be cut are partnerships that the operator can’t prove are working. The market leaders have figured this out and have built both flexibility and accountability into their programs.

And at Intelitics, we are proud to be working with a growing number of operators who are using our marketing-tech suite and services to streamline tracking, automate reporting and push into new customer acquisition channels, including paid media and paid search.

In short, we help them bring flexibility and accountability to their acquisition efforts.

The post Movers and Shakers: Why flexibility and accountability are key to customer acquisition appeared first on Gaming and Gambling Industry in the Americas.