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Exclusive Q&A with Paul Sampson, CEO of Lickd

Published

2 years ago

May 31, 2023

Reading Time: 5 minutes

One quick thing that came to mind after conducting the interview was: this man knows the industry. So Ladies and Gentlemen, meet Paul Sampson, CEO of Lickd.

For starterrs, Lickd is a micro-licensing and music solutions company that caters to the creator economy. If that sounds obscure, jump straight to the interview, where Paul Simpson talks in simple terms about Lickd and the present and future of the online music industry.

Q. Let’s start with a brief personal profile. Tell us about your background and career?

A. I’ve been working in music licensing since 2005. I’ve worked specifically with stock music, commercial music, and more recently, exploring ways of strengthening the creator economy.

For around five years, straight out of university, I worked in television at a small production company, climbing through the ranks. Throughout this time, I encountered the difficulties of licensing music several times, and so began to take an interest in understanding the nuances and problems that needed solving.

I’d gotten to know several renowned music licensing companies, and in 2005, one of them, Extreme Music, offered me a job in New York and with that, I followed my passion and began my career jump into the music industry. Within about two and a half years in the role, they relocated me out to Los Angeles as the Head of US.

In 2010, a new role brought me back to Europe and I was a key figure in launching the European arm of another U.S. music licensing company. This time, it was not just stock music, but a focus on more commercial music, and unsigned independent acts.

After this, I knew it was time to start acting on the music opportunities that were becoming more prevalent with the boom of the creator economy, and so following that channel, Lickd was born in 2017.

Q. Now let’s move on to Lickd. What led you to found Lickd?

A. Two words led me to found Lickd: Creator Economy. As social media became more prevalent in everyday life in the late 2000’s, the opportunities for music and creators were plentiful and so Lickd was born. A few years later, as the effects on the media landscape following the pandemic have increased the creator economy twofold, we see even more opportunities to continue to seize the moment, and the market.

Lickd is the first music company to ever develop a major music solution for content creators of all kinds. We licence music from major labels and publishers, including current music that’s in the charts and make it available for licensing, legally. Our unique software protects our users on the platform that they place music on, for example, YouTube and Instagram. Platforms like YouTube have built in music recognition software that identifies popular music being used in content, and presumes that all music uses are some sort of infringement of copyright, therefore, persecuting the creator and attempting to police them out of earning revenue.

Lickd’s software is really the magic solution that the platform sits on top of to ensure that not only can creators licence the music but that they’re taken care of and we’re protecting their revenue all the way through to the end of the content journey.

Q. What is Lickd’s specialty?

A. What sets us apart is that we are unique in our offering. We’re working with 10,000+ labels and publishers that are linked to the Lickd platform, including Universal, Warner, Sony, BMG and Kobalt. To engage labels and publishers like that and to preclear their music for any content vertical is something that was once largely thought impossible, but Lickd has made it happen and is helping to secure new revenue streams for creators globally.

Q. Could you talk about your work with key gaming powerhouses?

A. Gaming is obviously an enormous industry, bigger than music and film combined. Any content vertical with that sort of reach has a huge platform, a huge audience to work with and promote music too.

In terms of how Lickd got together with Fortnite and Epic Games; essentially music became part of their engagement strategy, and they started paying more attention to it. Senior teams were asking key questions like: ‘how can we work with artists’ and ‘what sort of artist does our audience want to hear within a game’?

With this comes complexities around licensing and demographics. Gamers who are also content creators often live stream their content or create highlights videos for YouTube. At Lickd, we already know that in-video music on YouTube is an issue and so we collaborate with Fortnite to bridge that gap so that gamers can enjoy the wonderful events that are put on for them, while also being able to then promote and share that content in the ways that they normally would.

Whether this is for ancillary income or additional income on top of a salary, if content creation is a full-time job, Lickd protects creators on those platforms, to enable a more effective creation and lifecycle process for the content they’re publishing.

Q. Could you briefly narrate the content deals you have with music companies and bands?

A. Over the past five years we’ve built a platform that is made up of popular music from 10,000 labels and publishers, including Universal, Warner, Sony BMG and Kobalt. We also work with lots of independent distributors. There’s around 1.4 million songs on Lickd, and another 6 million delivered and waiting to go live. The vast majority of them would be emerging acts and we certainly do our best to help and encourage discovery on the platform.

Q. In what ways does Lickd help creators to monetise their content?

A. I think it’s important to outline that wherever there is opportunity for the music industry online, it will require some sort of micro licensing commercial model, and some sort of proprietary tech, either to enable the licensing or to protect the end user.

That’s where Lickd is perfectly positioned. Our mission is to democratise music for the world’s creators. Our first product looked at creators as video content creators, but as the world changes and the digital landscape evolves, creators will also include builders in the metaverse and big brands on social platforms.

Q. How do you see the possibility of an AI text-to-background-music generator?

A. There’s various ways that AI will impact music. It’s something we’re following closely and it would be foolish for anyone to suggest that any part of the music industry isn’t already seeing some element of business being affected directly by AI. So far we’ve seen AI generated songs, well known songs of one artist being sung in the AI voice of another, and the fact that chords and melodies can be created by simply inputting into an AI, and we’re always expecting more.

The uptake of AI in music creation won’t be instant, but at some point, creators will become of faith with smart tools that allow them to generate music through these new means for use in videos. Although, once created, that music will still need to be licensed, and there will be commercial models that give users access to the tools and/or licensing opportunities for the music created by said tool.

In the metaverse, there will be music collaboration spaces and music production event areas or venues. Generative AI is useful for creating ‘music stems’, and building a sort of catalogue of music elements that can then be used by people collaboratively to start making an entire song – something that was not happening in the past.

An AI can continuously keep churning out new beats and new melodies and new riffs and new instrumental sounds, and people will get together to create music on the fly, and that will require AI generative tools at some scale. I think you’ll see things like musical skins, where Avatars might want their own soundtrack or music identifier. How do I know someone entered the room? Well, I just heard their music handle to signify they’re here. Like boxers have ring walks, there’ll be a version of that somewhere in the metaverse.

We know that there are music metaverses and venues, and metaverse platforms based around music creation already, and there are others on the way. A good example of this is Pixelynx, Deadmau5’s music based metaverse platform. He founded the platform, one that was completely based around the music, but then was acquired by Animoca Brands, a brand with a broad portfolio of web3, blockchain and traditional games, which is a huge web3 holding company, so from launch to exit, Deadmau5 did very well out of the partnership.

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Gamblers Connect Named Finalist in Three Categories at the International Gaming Awards 2026

Published

22 hours ago

November 21, 2025

Adrienn Sarkany

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Reading Time: < 1 minute

Gamblers Connect has been officially shortlisted in three categories at the International Gaming Awards 2026, one of the most respected global recognitions within the gaming and iGaming sectors.

This announcement marks an important milestone for the company, reflecting its continued growth, consistent industry presence and long-term commitment to responsible and high-quality affiliate operations.

Gamblers Connect has been shortlisted in three distinct categories: Affiliate (Company) of the Year, recognising its public-facing affiliate excellence; the Great Place to Work Award (Operator), highlighting the strength of its internal culture; and the Safer Gambling Award, which reflects the company’s commitment to responsibility standards across its operations.

The 19th annual International Gaming Awards will be held on 18th January during ICE Barcelona. It is regarded as one of the leading global recognitions for excellence across the gaming industry. Each year, the IGA highlights companies that show innovation, quality, responsibility and meaningful contribution to the sector.

Gjorgje Ristikj, Founder of Gamblers Connect, said: “Being shortlisted across three very different categories shows our strength on multiple levels. It recognises our public-facing work, the culture behind it and the responsibility standards that guide everything we do.”

The post Gamblers Connect Named Finalist in Three Categories at the International Gaming Awards 2026 appeared first on European Gaming Industry News.

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Midnite’s Ashes preview: Plenty of backing for England Down Under

Published

2 days ago

November 20, 2025

Adrienn Sarkany

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Reading Time: 2 minutes

Midnite’s Head of Trading Ben Cullen looks ahead to the 2025/26 Ashes series between Australia and England

This is England’s best chance of winning an Ashes Series in Australia since their last victory Down Under 15 years ago and bettors seem to be in agreement as we build up to Friday’s early morning opener in Perth.

This is England’s first trip to Australia since the dawn of ‘BazBall’ era but will be well followed as usual by the Barmy Army and we make them a boosted 5/2 to regain the Urn on Australian soil.

As we head into the first Test in Perth, Australia’s bowling attack is somewhat depleted with captain Pat Cummins and Josh Hazelwood both ruled out of the first Test and there remains question marks around the opening batsmen.

This combined with no new injury concerns for England, has been enough for punters to be tempted by the 29/20 on offer for Ben Stokes’ side to win the opening Test and take a 1-0 lead.

One concern of note is Joe Root’s lack of a Test century in Australian conditions. While being well on his way to surpass Sachin Tendulkar as the leading Test runscorer in history, his technique has left question marks over him being able to finally score a ton Down Under.

However, since the last tour in Australia the Yorkshireman has scored almost 4,000 Test runs at 57.14 – Midnite have boosted him to 3/1 to be England’s leading batter in the first Test and 5/1 to be the top batter across the series.

With the ball in hand, England appear to have a fully fit seam attack for now with Jofra Archer and Mark Wood both likely to feature together in the first Test.

Archer is 5/2 to be England’s top series bowler across the series whilst a fully fit Mark Wood wreak havoc on Australian decks with wicket-keeper Jamie Smith already mentioning that he “nearly took his head off” in the nets – we have Wood at 7/1 to be England’s top bowler.

Midnite have a range of pre-match markets available on site as the hours countdown to what is sure to be an explosive first Test in Perth as well as a plethora of Series Outrights and Boosted Prices.

We’ll be offering In-Play betting throughout the series, which could be of favour to punters when they wake up each morning of the day-night Test at ‘The Gabbatoir’ with the last two sessions being at a more reasonable time for UK viewers.

The post Midnite’s Ashes preview: Plenty of backing for England Down Under appeared first on European Gaming Industry News.

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The future of safer gambling: The power of advanced monitoring systems and data-driven strategies to monitor player safety

Published

3 days ago

November 19, 2025

Adrienn Sarkany

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Reading Time: 3 minutes

SkillOnNet Safer Gambling and AML Risk team manager Loizos Theodosiadis on using behavioural tracking systems and analytics to enable proactive risk management.

The future of safer gambling is rooted in predictive analytics and personalised protection. At SkillOnNet, we identify risks of gambling-related harm through both proprietary and third-party software. The third-party system, developed by Neccton and called the MENTOR player-tracking system, enables early detection of behavioural risk long before issues manifest.

These systems analyse vast amounts of data to identify subtle behavioural changes, enabling us to intervene proactively. As I often say, the most exciting developments are around predictive analytics and personalised protection. We’re working on better behavioural modelling to spot risks even earlier and guide players towards sustainable behaviour based on actual patterns, not fixed limits.

Our platform, incorporating Neccton’s system, exemplifies this approach. It continuously monitors player behaviour, flags higher-risk activities, and provides real-time alerts through popups, messages, and dashboards. This allows our teams to act swiftly, offering support or guidance precisely when it’s needed most. Automation supports us by supporting the players, delivering tailored messages about long sessions or risky spending habits.

This move towards personalised, behaviour-based interventions marks a significant shift from traditional, one-size-fits-all thresholds. The future of safer gambling tools lies in advanced monitoring systems and data-driven behavioural analysis profiling players.

Safer Gambling Week and the Role of Industry Collaboration

I believe that Safer Gambling Week is really important. It gives everyone in the industry a chance to pause and focus on the same priority, keeping players safe. We talk about safer gambling all year, but the week helps us amplify everything.

As well as just bringing together our own brands such as Slingo, the official site for Slingo games, and Spin Genie, a leading slots casino in the UK.

Throughout the year, our commitment doesn’t waver, but the week serves as a catalyst for greater awareness and collaboration. It’s an opportunity to reinforce that safer gambling should be a normal, embedded part of our operations and not just a regulatory checkbox. Creating an environment where players feel supported, informed, and empowered is fundamental.

Responsibility is at the core of everything we do. We believe that what sets us apart is how proactive we try to be. We don’t rely on generic thresholds; we focus on behaviour, spotting subtle changes, and acting early even before anything becomes obvious. This proactive stance involves significant investment in staff training, leveraging technology, and fostering a culture of empathy and care.

Our teams are trained to recognise behavioral cues whether in retail or digital environments – such as agitation, long play sessions, or mood swings. With Genting Casino for example, we use algorithms to identify risky behaviours early. Both environments present risks; the key is awareness, communication, and a duty of care. GentingCasino.com offers a premier gaming experience with top-tier slots and we want to offer top-tier player safety.

This proactive approach ensures that support is delivered before problems escalate, emphasising early detection and compassionate intervention. Our strategy is built on the understanding that safer gambling is discussed at senior levels and built into our strategy, not just treated as an add-on, reinforcing a genuine cultural shift within our organisation.

Strengthening Governance and Industry Standards

As online gambling becomes more accessible, I advocate for stronger governance frameworks to protect players effectively. Online environments have more accessibility, so we need a stronger governance framework. Retail needs trained professionals who understand behavioural cues.

I support the implementation of industry-wide standards for affordability and financial risk checks. I support an industry-wide standard for affordability and financial risk checks – applied consistently across all operators. It requires government clarity, data sharing standards, and a balance between consumer rights and harm prevention. Consistent application of these standards, combined with data sharing and regulatory clarity, will ensure that safer gambling practices are effective, fair, and respectful of players’ privacy.

The Ongoing Journey for Operators

While our industry has made significant progress, I believe the journey is ongoing. The industry is on a journey. Many operators, including us, are genuinely committed to embedding safer gambling into their culture. While responses have been reactive in the past, that’s changing.

Today, safer gambling is recognised as a core business priority – about sustainable play, long-term loyalty, and safeguarding reputation. Safer gambling is now a core business priority – about sustainable play, long-term loyalty, and reputation. As we look to the future, I am confident that companies investing early and embracing transparency will set the standard, shaping a healthier and more responsible industry.

SkillOnNet is a leading casino operator that offers a diverse range of online gaming brands. They offer cutting-edge technology, premium content and solutions for some of the industry’s most recognisable names.

They operate a wide range of successful brands including premium online GentingCasino.com, Prime Casino who offer a diverse selection of games as well as Slingo who offer a premium Bingo experience.

Throughout its extensive game catalogue from top-tier developers, SkillOnNet ensures players enjoy a safe, engaging and entertaining environment. They continue to lead the market with its flexible platform, localise expertise and strategic partnerships to offer best-in-class casino entertainment.

The post The future of safer gambling: The power of advanced monitoring systems and data-driven strategies to monitor player safety appeared first on European Gaming Industry News.