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ONLINE GAMING VETERAN MORTEN TONNESEN JOINS SHAPE GAMES AS DANISH B2B PLATFORM AIMS TO ACCELERATE GROWTH IN THE US SPORTSBETTING & CASINO MARKET

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onnesen brings a wealth of online gaming experience from PokerStars, BetWarrior

Online gaming industry veteran Morten Tonnesen has joined Shape Games as Chief Commercial Officer and also joins the Board bringing more than a decade of industry experience to the company as it aims to grow significantly in the U.S. online gambling market and across the world, Shape founder & CEO Christian Risom announced. Tonnesen was a long time marketing executive with gaming giant PokerStars and was most recently founder and CEO of sportsbetting operator BetWarrior.

Shape is a leading consumer app developer for major global brands and recently created Shape Games to address the specific needs of the online gambling industry. Risom and co-founders CPO Nicolas Linde, CIO Ole Gammelgaard and CTO Philip Bruce have created consumer apps for leading global brands including Apple, ebay, IKEA and Red Bull. Shape also has a long history with Danske Spil, Denmark’s state-run gambling operator of Oddset, the leading Danish online sportsbook.

Shape recently renewed a long-term agreement with Danske Spil and is accelerating growth in the burgeoning US sports betting market having launched with ballybet.com in Colorado and Iowa powering ‘Bally Friends’ with more US clients to come. The company is working in Latin America with BetWarrior.

Shape’s innovative and proprietary gaming software platform leverages best practices in consumer apps with first-class native customer engagement platform using predictive analytics and machine learning to inform back-end data and insights. This platform gives gaming operators the ability to improve customer experience and gain competitive advantage in the increasingly crowded marketplace.

Shape’s work with Danske Spil has been recognised with numerous industry awards for innovation, while the company has been named an industry rising star by respected industry media outlet EGR for each of the past two years.

“We are excited to bring Morten onboard and our clients will benefit from his deep management and marketing expertise in the online gaming sector,” Risom said. “We can deliver a full suite of products and services to local market land-based casino operators who are looking for a one-stop-shop consumer product partner to bring their business and their customers online. Morten’s deep experience will help us accelerate our growth and lead the way in the U.S. and European markets.”

Tonnesen said: “Shape Games has distinguished itself as a nimble, dynamic and innovative technology leader and I’m excited to help lead the company into its next stage of global growth. Shape’s consumer technology domain experience ensures that their modern, customer-focused apps stand above the traditional, clunky gaming apps from the first generation of online operators. This next generation must compete with not only other betting and casino companies, but with other entertainment choices including streaming and social games.”

Tonnesen points to Shape’s highly customisable native frontend as a unique innovation in the gambling industry and distinguishes the company as a sought-after B-to-B platform and service provider.

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Betable powers trio of UK sportsbook launches

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Betable has launched three UK sportsbooks on its platform under its UKGC licence, cementing its position as the go-to partner for brands looking to scale in the regulated UK market.

Among the launches are two new brands, Ivy Bet, a sportsbook sister brand of Ivy Casino, and new market entrant RightBet.

Meanwhile, established brand Bet442 switches to the Betable platform to enhance its sportsbook offering, providing players with improved performance, expanded market coverage and a seamless betting experience.

The multi-brand rollout marks a significant milestone for Betable as it continues to expand its role as a technology and regulatory infrastructure provider for operators targeting the UK’s highly competitive regulated market.

Charlie Noble, COO at Betable, said: “Launching multiple sportsbook brands on the Betable platform demonstrates the flexibility and scalability of our infrastructure. The UK remains one of the most competitive and tightly regulated betting markets in the world, and we’re proud to support brands like Bet442, Ivy Bet and RightBet as they establish and expand their presence.”

 

Mark Good, representing Ivy Bet, added: “The launch of Ivy Bet represents a natural progression following the success and rapid growth of Ivy Casino in the UK market. Extending the Ivy brand into sportsbook creates new opportunities for players who enjoy both casino and sports betting experiences, and Betable’s platform provides the regulated infrastructure required to support that ambition.”

The three launches reflect increasing demand from operators for flexible sportsbook technology capable of supporting both established brands and new market entrants in the UK.

All three brands will benefit from Betable’s regulated infrastructure, enabling them to operate within the UK’s highly regulated environment while focusing on player acquisition and brand growth.

To find out more, please visit: https://www.betable.com/

The post Betable powers trio of UK sportsbook launches appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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GTC 2026 Global Traffic Conference

PropellerAds to Showcase Global Advertising Innovations at GTC 2026 Global Traffic Conference

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The annual global traffic industry event — GTC 2026 Global Traffic Conference — will take place from April 23 to 24, 2026. As a core exhibition covering gaming, apps, technology, and international brand expansion, GTC gathers top traffic platforms, advertisers, and industry experts, offering the latest international advertising strategies and practical insights.

Global advertising network and multi-source traffic platform, PropellerAds, will attend the conference with its core team to present diversified, data-driven global advertising solutions. Leveraging innovative advertising technology and smart optimization tools, PropellerAds delivers high-quality traffic and efficient campaign strategies for advertisers.

At booth B79, PropellerAds will engage directly with attendees, sharing the latest advertising strategies, overseas traffic trends, and hands-on experience. Visitors will gain practical insights into multi-format advertising integration, AI-driven optimization, and high-quality traffic acquisition, along with tailored recommendations for different business types.

The PropellerAds team attending the event includes Senior Business Development Manager, Jason van der Weijde, Sales Lead, Natalia Gudimova, Business Development Manager, Echo Lyn, and Account Strategist, Hebe. Team members will provide comprehensive advertising strategy analysis and share the latest best practices in international advertising campaigns.

Visitors at booth B79 will gain insights into global advertising trends, practical campaign strategies, and personalized solutions, helping businesses achieve more precise and effective promotion in international markets. PropellerAds’ presence provides an excellent opportunity for the industry to explore global advertising opportunities and obtain practical strategies for brand expansion and traffic optimization.

Founded in 2011, PropellerAds covers over 195 GEOs and reaches more than 1.5 billion users per month. The platform’s core advantages include multi-ad format support, AI-driven optimization, precise targeting and analytics, and localized services. Advertisers can utilize various ad formats, including Interactive Ads, Push Ads, In-Page Push, Pop-Up Ads, and Telegram Mini Ads, to achieve precise user targeting and high conversion rates.

To support clients in Asia, PropellerAds offers Chinese-language support and localized advertising strategies, enabling advertisers to efficiently execute campaigns in overseas markets. With smart tools and global high-quality traffic, PropellerAds has become a key partner for advertisers seeking international users and campaign optimization.

The post PropellerAds to Showcase Global Advertising Innovations at GTC 2026 Global Traffic Conference appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Matices culturales: localización del servicio al cliente para América Latina

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Por Giuseppe Barbanera, Head of Commercial LATAM en Games Global

En una industria que se enorgullece de su alcance global, es fácil asumir que la escala por sí sola garantiza el éxito.

Pero en iGaming, “global” nunca debería significar uniforme. Los mercados a los que servimos no son intercambiables y en ningún lugar esto es más evidente que en América Latina.

Con demasiada frecuencia, las empresas intentan replicar modelos de atención al cliente europeos o estadounidenses en todas las regiones, asumiendo que la eficiencia y la estandarización se traducirán de forma universal.

En realidad, operar en múltiples regiones no significa necesariamente que el mismo modelo funcione en todas partes.

En la práctica, el éxito depende de qué tan bien se adapten las estrategias a cada mercado.

Una estrategia que funciona eficazmente en Europa o en Estados Unidos puede fracasar en América Latina si no tiene en cuenta los matices culturales y la forma en que las personas prefieren comunicarse y generar confianza.

La verdadera pregunta para nuestra industria no es si podemos operar globalmente, sino si estamos dispuestos a adaptarnos localmente. ¿Estamos preparados para abordar los mercados en sus propios términos?

Si bien el iGaming tiene un alcance internacional, cuando se trata de atención al cliente y gestión de cuentas, no existe una regla universal.

Cada región aporta su propia cultura empresarial y tiene sus propias expectativas.

Comprender esas diferencias es esencial para construir alianzas duraderas. Ignorar esto implica el riesgo de no aprovechar todo el potencial de los mercados de alto crecimiento.

América Latina lo ejemplifica con especial claridad.

La región está creciendo rápidamente y ofrece oportunidades significativas con dinámicas propias y un ritmo de desarrollo particular.

Diferentes regiones requieren diferentes enfoques, y el éxito depende de adoptar una estrategia mucho más práctica y adaptable que refleje las condiciones del mercado local.

Las relaciones y la confianza constituyen la base de los negocios, y los socios valoran el tiempo, la presencia y la consistencia.

La gestión de cuentas no se trata solo de apoyar las operaciones diarias; también implica guiar a los socios a través de cambios regulatorios mientras se adaptan soluciones que reflejen tanto las preferencias culturales como el comportamiento de los jugadores.

Los matices culturales, por lo tanto, desempeñan un papel clave en la construcción de alianzas sólidas. Hablar el mismo idioma y reconocer las costumbres locales ayuda a crear conexiones genuinas.

Estos pequeños pero importantes puntos de contacto transforman las conversaciones comerciales en relaciones personales, lo que a su vez genera confianza y facilita la colaboración, asegurando que las estrategias sean más relevantes y efectivas.

Después de todo, los negocios están hechos por personas, y si tuvieras que elegir un socio, ¿no preferirías a alguien que haya dedicado tiempo a comprender tu cultura y tus valores?

La flexibilidad y la empatía son igualmente importantes.

Aunque las prioridades pueden variar según el mercado, equilibrar la eficiencia con una comunicación y colaboración sólidas es clave en todas partes.

En América Latina, el diálogo y la construcción de relaciones desempeñan un papel especialmente relevante.

Los operadores y socios quieren saber que sus desafíos son comprendidos y que las soluciones ofrecidas reflejan sus necesidades comerciales y están adaptadas al mercado local.

Esto significa que la experiencia técnica no es suficiente.

El verdadero éxito proviene de la conciencia cultural y de la voluntad de adaptar modelos globales a las necesidades locales, en lugar de obligar a los mercados locales a adaptarse a modelos globales.

Tener presencia en el terreno también marca una diferencia tangible.

Los equipos y estudios locales ofrecen una visión directa de las tendencias cambiantes, las regulaciones y las preferencias de los jugadores.

Esta proximidad permite a las empresas responder rápidamente, ya sea lanzando contenido que conecte con audiencias globales, adaptando campañas a celebraciones locales o ayudando a los socios a navegar por requisitos de cumplimiento en evolución.

Combinar escala global con presencia local permite ofrecer un soporte que se percibe como relevante y confiable.

Lo que vemos en América Latina es que la atención al cliente nunca es un modelo único para todos.

Está moldeada por las personas tanto como por los productos.

Al escuchar las perspectivas locales, invertir en relaciones y adoptar los matices culturales, la atención al cliente se convierte en algo más que la resolución de problemas y pasa a ser un motor de crecimiento a largo plazo.

Esa es la diferencia entre ser simplemente otro proveedor y convertirse en un verdadero socio.

La región recompensa a quienes se toman el tiempo de escuchar, adaptarse y conectar, y a medida que América Latina continúa creciendo y madurando, la comprensión cultural seguirá siendo un factor determinante en las colaboraciones más exitosas.

The post Matices culturales: localización del servicio al cliente para América Latina appeared first on Americas iGaming & Sports Betting News.

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