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Data at the heart of online gambling industry’s growth according to Future Anthem survey

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State of Online Gambling reveals 74% of industry sees data as focus area and 50% more organisations share data with suppliers and partners than 12 months ago

The improved use of data has been one of the main contributors to positive performance in the last 12 months, according to Future Anthem’s State of Online Gambling survey, with 74% of respondents saying it is a focus area for the year ahead.

Furthermore, 87% say their data is structured – an increase from 76% in Future Anthem’s 2021 state-of-the-sector survey – including 32% who say it is very structured.

 

Gambling companies re-shaping their use of data

The improved use of data is being harnessed to build better experiences. Operators and studios are putting data at the heart of the way they are growing their businesses, using it to conquer markets, move into new areas and create products across more devices.

Future Anthem, the pioneering AI and game data science specialist, found that while there is a growing understanding and clear support for the use of data – the industry has yet to realise its full potential.

Although double the amount of organisations (24%) as last year share their data with at least five suppliers and partners, the size of the potential to improve performance from data is shown by a total of 41% of respondents not sharing their data with suppliers and partners.

This is underlined by 33% feeling that their organisation does not extract the full value of their data and – even more so – by only 26% of respondents saying that their data-driven decisions are measurable.

 

Data-driven insights needed to compete with Netflix and Amazon

Data science brings many benefits to operators and studios, allowing the chance to address several industry challenges around game and portfolio optimisation as well as increasing responsible gambling standards.

“Having taken the industry’s pulse once again in our 2022 State of Online Gambling survey, it is clear that data is key to future growth. The majority of respondents cite the improved use of data as a major focus area (74%), and 50% more organisations share data with suppliers and partners than 12 months ago,” said Future Anthem CEO Leigh Nissim.

“We expect these trends to accelerate as the industry increasingly reaps the benefits in key operational areas. Online gambling is competing with the likes of Netflix, Amazon and other kings of recommendations – being more data-driven is the only way to win minutes and eyeballs.”

Future Anthem is trusted by some of the world’s leading gambling operators and studios with their use of data, including Betfred, Big Time Gaming, Blueprint Gaming, Gamesys (a Bally’s Corporation Company) and Paddy Power Betfair.

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Scientific Games wins 12-year scratchcard supply deal with Hellenic Lotteries

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14 new games launched in May as Hellenic Lotteries begins its new Greek State Lotteries concession.

Scientific Games has signed a new 12-year agreement to supply scratchcard games to Hellenic Lotteries, part of Allwyn Hellas, the companies said on June 8.

Hellenic Lotteries selected Scientific Games through a competitive procurement process. The operator recently secured the exclusive right to run and manage passive lotteries and scratchcard games for the Greek State for 12 years, following an international tender and the end of its previous license.

The partnership begins with 14 new scratchcard games that launched in May. The agreement also includes the option for the parties to explore digital lottery propositions in the future.

“At Allwyn Hellas and Hellenic Lotteries, we put players at the center of everything we do, emphasizing their entertainment experience. Therefore, we’re delighted to collaborate with Scientific Games as our instant game provider to deliver exciting scratchcard games to players in Greece,” said Matthaios Mattaiou, Chief Sales & Marketing PLAY Stores/HL and Operations Officer at Allwyn Hellas. “Beginning with new games launched in May, we look forward to engaging players with fresh propositions.”

Scientific Games said it will produce Greek scratchcards at its European Center of Game Production Excellence in the UK and provide a sales support team for delivery. “Our instant game innovators will continue to apply Scientific Games’ 53 years of analytics and game design best practices working to provide a portfolio of innovative scratchcards that drives responsible growth in Greece,” said Matthias Müller, Senior Vice President, International Sales for Scientific Games.

The post Scientific Games wins 12-year scratchcard supply deal with Hellenic Lotteries appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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ELA Games reports Romanian growth as bet counts rise 239.74%

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Studio says classic-styled slots with modern mechanics drove a 244.52% jump in active users led by Joker Winpot.

ELA Games says it has expanded in Romania after leaning into classic slot aesthetics while adding modern features, reporting a 244.52% increase in active users and a 239.74% rise in bet counts in the market.

The supplier positioned Joker Winpot as a key title for the approach, aiming to keep a traditional look while introducing feature-led mechanics.

Managing Director Marharyta Yerina said: “It is great to see how Romanian players are enjoying the way we combine classic symbols with modern features. Joker Winpot works well for those who love the traditional look but actually want more excitement from their play. We also see that once players feel comfortable with these mechanics, they are happy to explore our other top titles which have proved to be successful in Romania like Cash of Gods and Flames Fruit Frenzy. It proves that respecting what players like is the best way to introduce new ideas to the market.”

ELA Games also reported a 160.62% increase in turnover and a 33.71% boost in GGR across the region, naming Joker Winpot and Cash of Gods as top-performing titles. The company said Flames Fruit Frenzy also contributed to performance in Romania.

The studio framed the results as evidence that Romanian players are responding to modernised classic formats, including high-volatility gameplay and expanding reels. ELA Games said the mix is helping operators retain traditional audiences while introducing newer mechanics through familiar presentations.

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The post ELA Games reports Romanian growth as bet counts rise 239.74% appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Scientific Games and Hellenic Lotteries Partner to Provide World-Class Scratchcard Entertainment Experiences to Greek Players

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New Games Launch as Part of Hellenic Lotteries’ New Concession of Greek State Lotteries

Scientific Games, the world’s largest lottery games company, and Hellenic Lotteries, part of Allwyn Hellas, the leading gaming group in Greece, are partnering to bring entertaining instant scratchcard games to Greek players through a new 12-year agreement.

Hellenic Lotteries selected Scientific Games as a supplier of scratchcards through a competitive procurement process. Recently, Hellenic Lotteries was awarded the exclusive right to operate and manage passive lotteries and scratchcard games by the Greek State for a period of 12 years, following a relevant international tender and the conclusion of its previous license.

As part of the partnership, 14 new scratchcard games launched in May, kicking off Hellenic Lotteries’ new license with a splash. The agreement with Scientific Games also provides the possibility to explore digital lottery propositions in the future.

“At Allwyn Hellas and Hellenic Lotteries, we put players at the center of everything we do, emphasizing their entertainment experience. Therefore, we’re delighted to collaborate with Scientific Games as our instant game provider to deliver exciting scratchcard games to players in Greece,” said Matthaios Mattaiou, Chief Sales & Marketing PLAY Stores/HL and Operations Officer at Allwyn Hellas. “Beginning with new games launched in May, we look forward to engaging players with fresh propositions.”

Scientific Games creates and produces the Greek scratchcards at its European Center of Game Production Excellence in the UK, that serves more than 40 lotteries in EMEA. Under the new agreement in Greece, the company also provides an expert sales support team that ensures all games are delivered efficiently and securely.

“Our instant game innovators will continue to apply Scientific Games’ 53 years of analytics and game design best practices working to provide a portfolio of innovative scratchcards that drives responsible growth in Greece,” said Matthias Müller, Senior Vice President, International Sales for Scientific Games.

With products that generate more than 70% of global instant game retail sales, Scientific Games is the primary provider to nine of the Top 10 performing instant game lotteries in the world (La Fleur’s 2026 World Lottery Almanac). The company provides games, technologies, analytics and services to 150 lotteries in 50 countries worldwide.

© 2026 Scientific Games, LLC. All Rights Reserved.

The post Scientific Games and Hellenic Lotteries Partner to Provide World-Class Scratchcard Entertainment Experiences to Greek Players appeared first on Americas iGaming & Sports Betting News.

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