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FEATURE: iGAMING MARKET ACCESS FOR A LEADING TESTLAB

Published

5 years ago

November 11, 2021

George Miller

Reading Time: 4 minutes

Interview with Martin Storm, Chairman, CEO and Owner of BMM Testlabs

How is BMM situated presently in the gaming test lab space?

BMM is a clear number 2 and rising quickly in the gaming lab market, internationally, but more particularly in the U.S. We employ more staff today than we did prior to the pandemic as we continue to grow. Our digital testing business is growing very strongly while our traditional land-based testing awaits the demand that will come from land-based casinos opening up again all over the world. We are confident about our future growth.

As more and more people in the developed world pursue vaccinations for COVID-19 and are able to return to physical casinos, how do you see demand returning in the land-based testing space?

The land-based gaming business has been deeply affected by COVID-led casino closures across the regulated gaming world. Operators had to cut costs and wait it out. Product sales and shipment opportunities for traditional manufacturers and suppliers paused, also forcing them to cut costs and carefully select short-term growth projects. The downstream impact of that has been more specific projects but lower games volumes which has been challenging for BMM and GLI that deliver >90% of land-based product certifications worldwide. Happily, with planning and discipline, our leadership and staff have managed BMM through this interrupted period as well as I could have hoped.

The question on many gaming executive’s mind is when will the land-based industry return back to normal demand? With an increasing rate of COVID vaccinations and greater accessibility to travel, I sense 2022 might be the time when we begin to see more regular CAPEX from operators driving the industry supply chain once again. As a leading indicator for land-based gaming, Las Vegas has achieved eight consecutive record months of gaming activity, up more than 20% on record 2019 results, and 19 of 25 commercial gaming states in the U.S are tracking ahead of 2019 gaming revenue levels. The period from March through August was the U.S. gaming industry’s six highest-grossing gaming months ever. So I expect mid-2022 as the period when the land-based industry gets back on track, all the way down the value chain. Importantly, BMM is ready now.

From a test lab’s perspective, what has been the story of the iGaming space?

Quite simply, with no physical assets to close and ongoing market expansion, digital or iGaming has flourished during the COVID pandemic. It has reached all-time highs in terms of the number of suppliers to engage, the number of products to certify, and new markets opening, particularly in the U.S. I know all the labs have done well in this segment in Europe over the last two to three years. However, while there are more local market labs in Europe competing for digital product testing, the opening of the North American market has very quickly changed the narrative in favor of global testlab capabilities with real and immediate market access to U.S and Canadian jurisdictions.

BMM is extremely well placed to service Sports-Betting and online gaming players wishing to spread their wings into the U.S and Canadian gaming markets, as we are licensed everywhere they need and have more than 20 years of experience in iGaming. Right now we are seeing a lot of very large European iGaming players already in or heading to North America.

Interestingly, major operators are partnering with or investing in Sports-Betting companies to drive a unique brand and value proposition for their businesses. This tells us how important digital offerings have become and now we know that most operators don’t view online business as cannibalizing their land-based business, but rather enhancing their offerings.

What do you mean by real market access in North America for gaming customers?

Strangely, it would seem, I am the only business owner of a gaming lab that has achieved full commercial gaming licensure in North America, having entered from overseas and not having been grandfathered in. It has taken BMM nearly 20 years and almost $20 million to achieve that market access. Some of the most challenging have been the commercial jurisdictions – one of them took us 13 years and cost us almost $3 million to achieve licensure. No other lab is getting there quickly and easily. U.S. regulators make you earn the right. And if another lab tells you different, I can assure you they have neither the experience nor the track record. Just another form of hope over the stark realities.

For your customers you have to stay ahead of that market curve. Not only be well ahead in terms of market access to give them the most revenue options, but also understand completely and have real experience in the technical requirements of each and every jurisdiction. Everything that is written down and everything that isn’t. That’s the only way you can accurately certify products for your customers in new markets. If you’re starting out today, it’s already too late for your customers.

The great lesson for BMM in the North American market was that if you are not way ahead of the curve, you are always way behind it, and that ultimately costs your customer’s business opportunities they are not willing to endure. So they will go to another gaming lab that can get them there. Thank goodness that experience is over for us.

What are the global testlab capabilities you mentioned?

BMM has been a dedicated ‘trusted advisor’ for gaming product companies in all markets around the world of regulated gaming by offering experienced functional, compliance and security testing teams, combined with a great understanding of technical compliance and regulatory requirements, as well as giving customers access to any regulated market in the world, which I touched on earlier.

To generate opportunities for customers, you need professional regulatory development teams, technical compliance teams, strong account management and sales, all in multiple locations, as well as competent marketing reach. The global labs will spend >30% on SG&A to revenue to deliver these capabilities. Without that kind of investment, it’s very unlikely you will achieve your goals of market expansion, and you will let customers down.

We see a lot of new entrants wanting to provide product or technical guidance to customers into new markets, yet they have no experience in product certification or testing, anywhere. They just collate the requirements and provide the information. That’s the easy bit. Knowing how to do something successfully the first time can only be provided by an experienced test lab. The cost of getting it wrong for a supplier is enormous.

BMM Europe’s digital business has grown 1000% in the last 5 years, our North America’s digital business grew 300% in the last year, both coming off a strong base. Given how our market works, there is probably an open 2-year window for iGaming product certification growth in North America before an inevitable retreat. Again, BMM is ready to move now.

eSports

Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028

Published

8 hours ago

July 15, 2026

Wladimir P.

esports-foundation-names-faker-game-ambassador-for-ewc-and-enc-through-2028

Lee “Faker” Sang-hyeok joins Cristiano Ronaldo and Magnus Carlsen in the Esports Foundation’s Ambassador Program.

The Esports Foundation (EF) has appointed Lee “Faker” Sang-hyeok as a Game Ambassador for the Esports World Cup (EWC) and Esports Nations Cup (ENC) through 2028, the organization said on July 15, 2026 in a statement issued from Riyadh and Paris.

EF said Faker joins Cristiano Ronaldo, listed as the Foundation’s Global Ambassador, and Magnus Carlsen as part of the Esports Foundation Ambassador Program. The Foundation said Faker will represent “the perspective of esports players” across its international events, athlete initiatives, media engagements and leadership forums.

“You can’t talk about esports without mentioning Faker. He is the defining athlete of competitive gaming: a champion whose excellence, discipline and longevity have inspired an entire generation,” said Ralf Reichert, Chief Executive Officer of the Esports Foundation. “As our Game Ambassador, Faker represents something fundamental to the Ambassador Program: esports creates its own global sporting icons. Across EWC, ENC and NGSC, he will help ensure that the players who built this sport have a voice in shaping where it goes next.”

Faker said: “Competition has shaped my life, and I am proud to join the Esports Foundation as Game Ambassador. I want to continue competing for the biggest titles with T1 while representing the players and fans who have helped esports grow worldwide. Through the Esports World Cup, Esports Nations Cup and the Foundation’s wider platforms, I hope to inspire the next generation to pursue excellence, remain resilient and believe in how far competitive gaming can take them. There is still much more to achieve.”

EF highlighted Faker’s competitive record, describing him as a six-time League of Legends World Champion, EWC 2024 winner, two-time MSI champion and ten-time domestic champion with T1. The Foundation also said Faker became the first esports athlete to receive the Blue Dragon Medal in 2026, describing it as the Republic of Korea’s highest sporting honor awarded by President Lee Jae-myung.

The post Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Brand Partnerships

Midnite signs as Middlesbrough FC principal partner for 2026/27 season

Published

15 hours ago

July 15, 2026

Wladimir P.

midnite-signs-as-middlesbrough-fc-principal-partner-for-2026/27-season

Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.

The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.

Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.

Andrew Mook, Midnite’s Head of Brand Marketing, said:

“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.

“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.

“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”

Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:

“We’re delighted to welcome Midnite as our new Principal Partner.

“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.

“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”

The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

AGCO

ThrillTech secures AGCO supplier licence for Ontario launch

Published

15 hours ago

July 15, 2026

Wladimir P.

thrilltech-secures-agco-supplier-licence-for-ontario-launch

ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.

The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.

Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”

The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.

ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.

The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.