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Coexistence of physical and digital – a story of 2020 betting business

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Isaac Asimov beautifully described an overlapping relationship between physical and digital, eventually leading to the unifcation of the two in a god-like creature. Does the betting business story end like this?

by Ivan Rozić, SVP of Global Sales and Business Development at NSoft

In November 1956, Isaac Asimov published a science fction short story called “The Last Question” which beautifully describes an overlapping relationship between physical and digital eventually leading to the unifcation of the two in a god-like creature.

Slowly but steadily, we have been following this path for decades, but 2020 has shown us physical and digital are still very much separated.

Betting business in 2020 – a prequel

With huge countries such as the USA, Brazil and India starting to open up and regulate gambling and betting, 2019 was a big morale booster to the entire igaming industry and growth throughout 2020 was inevitable for everybody involved. But instead of launching all those new projects, operators and suppliers alike were left reinventing their existing solutions for a new world we started living in from the early days of 2020.

With the physical aspect of our lives so abruptly taken from us, each and every person in igaming immediately scratched every retail-oriented project and started working on the digital. Virtual games and esports frenzy set the stage for the following months during which operators tried their best to provide desperately needed content for punters and providers followed suit.

Endless video calls during which we all came to a profound understanding of prof. Robert Kelly and his famous live interview for BBC were all based on digital. NSoft, being a virtual games provider, was going above and beyond in supporting existing and new partners with additional online content. Not only did we form and dedicate additional teams for all online integrations of our content but we also gave our in-house virtual games completely free of charge during April and May.

What 2020 have brought to us and what we have learned

At this point, NSoft’s monthly revenues were tarnished as we were heavily dependent on our partners’ retail business. Needless to say, we were able to fully sympathize with all of our partners which lost big chunks of their business due to lockdowns.

Steadily, COVID’s grip on the physical started to loosen in most of the markets and NSoft’s revenues sprung back to life fueled by our record online numbers. But we at NSoft are very much aware that we are still far from seeing retail business as it once was. The physical part of our lives is still but a shadow of what it once was and it will take a long time to get back to the pre-COVID world we all long for. So we drew some important lessons which will help us navigate the deep waters we are all in.

Lesson one – online frst sportsbook solution

NSoft is one of the few sportsbook solution providers in the market which is able to integrate and adapt to any third-party online platform. Our prematch and live solutions are running on multiple platforms at the moment attracting new users for our partners who were previously casino-oriented. During 2020 we decided to heavily invest in the digital aspect of our sportsbook solution by adding cashout, backend AI models and a completely new UI for all of our existing and new partners.

We aim to provide a top-of-the-line sportsbook solution that gives the operator ease of mind regardless of its size and ambition. It can be integrated as an iframe solution with customized frontend design done by NSoft or as an API-based solution ideal for UI savvy companies looking to build their own unique frontend.

You can handle your own risk management or put your trust into the industry-leading MTS solution brought to you by NSoft and Sportradar. Either way, you will receive a completely bespoke solution carefully catered to your needs with dedicated teams working on your project.

Lesson two – physical does not become digital on its own

For the last decade, NSoft’s virtual games have revolutionized retail business for our partners across the globe. We have seen NSoft’s virtual games growing retail businesses across Europe, Africa and Latin America regardless of punters’ habits and local specifcities. Game design, the retail platform’s stability and vast experience in handling operational headaches that retail operators go through made our virtual games an essential source of additional revenue for all our partners.

Unfortunately, the transition of this content into digital was not as successful, mostly due to our previous focus on making the virtual games portfolio perfect for the retail environment.

Throughout 2020 all of our virtual games went back to the drawing board. Our in-house teams of experts worked hard to learn from digital users’ behaviour on our virtual games and incorporate their direct and indirect feedback into a fresh digitally oriented spinof of our most popular virtual content. We are now ready to “unleash” them to production with all of our existing and new partners and witness a true digital transformation of revenue-driving powerhouses like Lucky Six, Roulette, Virtual Penalties and many more.

Lesson three – physical will be back

As mentioned earlier in this article, we are still very far from digital and physical unifcation, which means retail will be back to full strength. It’s hard to predict whether it will take months or years to get there, but we are already working hard to greet everybody back by making our Seven retail platform more fexible than ever. NSoft’s in-house products already featured in Seven retail platform have already proven themselves on the ground with our pre-match and in-play betting solutions running on tens of thousands of devices across more than 40 markets worldwide.

This includes a vast network of betting terminals which will surely drive retail for years to come. With our in-house products already going from strength to strength over SSBTs, we decided to open our retail and SSBT platform to third-party products. You can now utilize NSoft’s state-of-the-art hardware peripherals management which cuts years of development and millions in investments needed to support the range of printers, scanners, bill acceptors, card readers and monitors. NSoft already supports it all and keeps adding more.

Finally, 2021 will be all about getting back to business as usual, but the lessons learned throughout 2020 will undoubtedly impact the igaming industry for years to come.

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Altenar and Greentube Announce Strategic Sportsbook Partnership

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Leading sportsbook provider joins forces with one of the industry’s most established gaming content and technology brands

18 June, 2026

Altenar, the leading sportsbook and iGaming software provider, has announced a strategic partnership with Greentube, the Digital Gaming and Entertainment Division of NOVOMATIC, in a deal that will further strengthen both companies’ offerings across key regulated European markets.

The agreement will see Greentube integrate Altenar’s sportsbook technology, enabling the company to enhance its sports betting proposition with a scalable, feature-rich solution designed to maximise player engagement and operational performance.

Altenar delivers a fully managed and highly configurable sports betting platform, offering comprehensive pre-match and live betting coverage, advanced risk management, personalised promotional tools, and a flexible framework tailored to the needs of operators in regulated jurisdictions worldwide.

By combining Greentube’s extensive market presence and digital expertise with Altenar’s sportsbook capabilities, the collaboration aims to create new opportunities for growth while providing players with a seamless and engaging betting experience.

Charlie Williams, Commercial Director at Altenar, said:

“We are delighted to partner with Greentube, a company that has built an outstanding reputation for innovation, quality and excellence across the global gaming industry.

“At Altenar, we pride ourselves on delivering a sportsbook solution that combines flexibility, reliability and localisation, enabling operators to create unique experiences for their players while remaining competitive in increasingly demanding markets such as Spain and the UK.

We look forward to working closely with the Greentube team and supporting their continued growth.”

Ronald van den Brink, Chief Commercial Officer at Greentube, added:

 “Partnering with Altenar reflects our commitment to evolving our product suite in line with the demands of regulated markets. Our players expect a broad, high-quality entertainment experience, and sports betting is an increasingly important part of that.

Altenar has a strong record in delivering sportsbook solutions that perform across diverse jurisdictions, and by bringing that capability together with our content portfolio and technology platform, we’re well placed to offer something compelling in markets where the bar for quality continues to rise.”

The collaboration is expected to unlock new opportunities for growth while delivering enhanced value to operators and players alike.

About Altenar
Founded in 2011, Altenar is a leading turnkey sportsbook provider committed to meeting the unique needs of its clients. Renowned for its flexibility and customer-centric approach, Altenar specialises in customising solutions to new markets, audiences and requirements. With a focus on building enduring partnerships, Altenar aims to be the most partner-oriented iGaming software provider in the industry.

www.altenar.com

About Greentube

Step inside the “Home of Games” with Greentube, delivering safe and secure casino entertainment to players around the world. As the NOVOMATIC Digital Gaming and Entertainment division, Greentube offers a diversified portfolio of Video Slots, Table Games, AWP Reloaded Slots, Server-Based Gaming, Social Casino Gaming, Video Bingo and more. Greentube’s omnichannel technology is at the forefront of gaming innovation and converges online, mobile and land-based gaming.

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Alberta

MediaTroopers lines up eight operator partners ahead of Alberta launch

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MediaTroopers said it is preparing to launch in Alberta’s regulated gaming market on July 13, as Canada’s next regulated commercial gaming market opens.

The digital marketing and customer acquisition firm said it plans to enter Alberta alongside eight “premium operator” clients, which it said are also preparing for their own market entries. MediaTroopers did not name the operators.

The company said its Alberta offering will mirror its work in Ontario, including localized acquisition strategies, compliance-focused marketing, regional player education, and market-tailored performance campaigns.

MediaTroopers also said it has seen “strong interest” from Alberta players through pre-registration activity, without providing figures.

“Alberta represents an exciting next step for regulated iGaming in Canada, and Media Troopers is ready to support operators from day one,” said Shmulik Segal, CEO of Media Troopers. “Our experience in Ontario has given us a strong understanding of what it takes to enter a new Canadian market successfully, from compliance and localization to scalable player acquisition. With eight of our premium clients already preparing for launch and early pre-registration traction underway, we see Alberta as a market with tremendous potential.”

The post MediaTroopers lines up eight operator partners ahead of Alberta launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Gaming Awards

Greentube compliance director Roxane Scicluna wins Women in Gaming award

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Greentube said its Director of Group Compliance, Roxane Scicluna, has won the Industry Achiever (Supplier) category at the Women in Gaming Diversity Awards 2026.

According to the company, the award recognises Scicluna’s contribution across more than 15 years in legal, regulatory and operational leadership, including work related to licensing processes with the Malta Gaming Authority (MGA) and building compliance functions in senior in-house roles.

Scicluna said: “I’m honoured to receive this award from Women in Gaming. Throughout my career, I’ve believed that compliance should do more than meet regulatory expectations; it should help build stronger, safer and more sustainable businesses.

“This recognition is especially meaningful because it reflects the progress our industry continues to make in championing responsible innovation, raising standards and creating more inclusive pathways for future talent. I’m proud to be part of that journey at Greentube.”

The Women in Gaming Diversity Awards recognise individuals and organisations for diversity and inclusion across the gaming sector. Greentube said the recognition also reflects its focus on responsible entertainment and standards across the markets where it operates.

The post Greentube compliance director Roxane Scicluna wins Women in Gaming award appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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