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Articles by Martyn Elliott
PokerStars Network ready to talk to licensed operators
Image: Rachel Hoyt / Shutterstock Following the latest expansion of the PokerStars Network in the UK, Flutter‘s Michael Boland explains how the network has developed, why it is now opening up to selected external operator partners, and who the team wants to meet at next week’s SBC Summit in Lisbon. iGaming Expert: There’s been a lot happening around PokerStars recently. For someone looking at it from the wider industry, what exactly is the PokerStars Network and where has it got to?
Rasmus Sojmark: Building connections in the gaming industry
Rasmus Sojmark, Founder and CEO of SBC, talks to IMGL magazine’s Editor-in-Chief Simon Planzer about the company’s partnership with International Masters of Gaming Law and the International Association of Gaming Regulators. Rasmus Sojmark: I think the partnership with IMGL is a very natural one for SBC because regulation and legal expertise have become such an important part of the global gaming industry. SBC brings the platform.
SBC Leaders magazine: Mavericks and mischief in iGaming
The latest edition of SBC Leaders magazine features some of the betting and gaming industry’s biggest characters, as Alea Founder Alexandre Tomic, Paddy Power’s Head of Brand Paul Mallon and MrQ Founder Savvas Fellas share the secrets of their success. In a wide-ranging interview, issue 41’s affable cover star Tomic chats about everything from Alea’s birth to Latin American expansion and even psychedelics.
The conversational sportsbook has arrived
Betcris becomes one of the first major operators to embrace conversational betting, launching ChatBet on WhatsApp through the Plannatech platform For more than two decades, online sportsbooks have evolved through websites, mobile apps and faster user interfaces. Betcris, however, believes the next evolution won’t be another interface at all. It will be conversation.
SBC Leaders magazine: Putting the fans first at Fanatics
Issue 40 of SBC Leaders magazine is published today and features interviews with Fanatics, bet365, Hard Rock, FanDuel, DraftKings, Betsson, Apuesta Total and Allwyn executives. Creating a great product that sports fans can relate to is key to building a strong sportsbook brand, Fanatics Betting & Gaming’s Chief Marketing Officer Selena Kalvaria, tells the new edition of SBC Leaders magazine.
Jesper Svensson Talks Betsson In Brazil
When the regulated Brazilian online betting and gaming market opened last year, the management of Betsson, BetMGM and Betano adopted very different approaches, as they tell the latest issue of SBC Leaders magazine. Issue 39’s cover star is Betsson CEO Jesper Svensson, who decided that to jump in on day one of the market would be the wrong way to tackle a territory that has the potential to become a significant contributor to the company’s revenue figures.
SBC Leaders: European taxes and US prediction market fault lines
Tax rises are not necessarily the nightmare scenario that the betting and gaming industry fears, Paf CEO Christer Fahlstedt tells the latest issue of SBC Leaders magazine. It is a subject that Fahlstedt has considerable expertise in, having seen gambling taxes increase in four of the operator’s key markets: Sweden, Finland, Estonia and Latvia.
Tax Rises Are Fact Of Life, says Paf CEO
Tax rises are not necessarily the nightmare scenario that the betting and gaming industry fears, Paf CEO Christer Fahlstedt tells the latest issue of SBC Leaders magazine. It is a subject that Fahlstedt has considerable expertise in, having seen gambling taxes increase in four of the operator’s key markets: Sweden, Finland, Estonia and Latvia. While the instinctive reaction to such developments is that they must be bad for business, Paf’s earnings have fallen only slightly from €55.1m to €54.3m.
A New Era Of iGaming Affiliate Marketing
Alex Riddick, founder of Riddick’s Partners, leverages his vast experience in affiliate marketing to tackle some of the biggest challenges the sector faces and outlines how to achieve global success. Geopolitical trends throughout 2025 may support a growing thesis that the economy is going through a period of deglobalisation.
Robert Chvatal On The Future Of Allwyn
Allwyn has the potential to become a valuable listed business, but investors should not expect the move anytime soon, the group’s long-serving CEO Robert Chvatal tells the new edition of SBC Leaders magazine. In issue 37’s cover feature, Chvatal reflects on the transformation of Sazka (as the business was called when he became CEO 12 years ago) from a lottery-led company into the vast gambling industry conglomerate that Allwyn is today.
Outbound Communication That Just Clicks
In fast-moving industries like iGaming, fintech and e-commerce, real-time communication isn’t optional – it’s critical. But when outbound messages aren’t aligned with live operations, the result is confusion, inefficiency and missed opportunities. In this interview, Viktoriia Yefimenko, Product Manager at Communications Hub, shares how it turned these challenges into a unified solution.
How To Develop Efficient Human Resources Processes in iGaming
Simple and clear processes, automation, adaptability, values. These are the core principles that build an effective HR function, writes Oksana Izmailova, Chief Human Resources Officer at PIN-UP Global. Believe me: the path to understanding this formula took much longer and was more complicated than it might seem at first glance.
SBC Leaders Magazine: LeoVegas CEO Gustaf Hagman talks trust in MGM
Trust is the defining characteristic of the international BetMGM brand rollout, LeoVegas CEO Gustaf Hagman tells the new edition of SBC Leaders magazine. The cover feature of issue 34, published today, sees Hagman discussing life at LeoVegas following its acquisition by MGM Resorts two-and-a-half years ago.
Google’s latest crackdown leaves affiliates with lots to think about
Affiliate Leaders unpacks some of the raft of changes announced by Google as it continues its fight against Parasite SEO, outlining some of the key impacts that this will have on igaming affiliates. ——————————————————————————————————– Earlier this week, Google announced its latest crackdown on ‘parasite SEO’ – a technique whereby content is placed on high-authority domains to take advantage of their strong SEO performance.
Roman Legion Deluxe: A legendary classic reborn
In conversation with Dr Sebastian Reddig, Chief Product Officer at GAMOMAT, CasinoBeats explores why the upcoming release of Roman Legion Deluxe on 21 November is catching attention. CasinoBeats: Roman Legion Deluxe is part of your successful Deluxe series. What was the thought process behind creating the Deluxe line, and how do you decide which classic games to upgrade?
Oksana Izmailova, PIN-UP Global: SBC Summit is the ideal place to find a dream company
Oksana Izmailova, Chief Human Resources Director of iGaming-holding company PIN-UP Global invites market professionals to get more closely acquainted with PIN-UP and its team at the upcoming SBC Summit in Lisbon. Oksana, on September 24-26 PIN-UP will be one of the largest participants of SBC Summit. Tell us about your involvement. We will be represented by a large delegation in Lisbon. At our stand, number C350, anyone can meet the team and learn more about PIN-UP.
SBC Launches New Affiliate Leaders magazine
Affiliate News, Latest News, Slider Images The travails of betting and gaming SEOs during a year of chaotic activity by Google is the subject of the cover story for the launch issue of SBC’s new Affiliate Leaders magazine. The feature sees Ivana Flynn, SEO Director for Medier Agency, break down the impact of Google’s efforts to clampdown on AI content abuse and parasite SEO, as well as the fallout from the June spam update and the botched launch of AI Overviews.
U.S. soccer betting still short of fever pitch after Copa América
Soccer’s popularity in the U.S. has never been greater and, with MLS on the cusp of matching the NHL’s viewing figures, the chance to stage the 2024 Copa América could hardly have been better timed. The tournament certainly delivered for broadcasters, as Fox and Univision enjoyed a record combined audience of more than 11m for Argentina’s 1-0 victory over Colombia in the final, but did it shift the needle for soccer with U.S. sportsbooks? The short answer to that question is a resounding ‘no’.
The Art & Risks of Payment Steering
As someone who’s spent years in the customer experience, fintech, and gaming industries, I’ve seen my fair share of payment flow and method trends ebb and flow, writes Trustly‘s VP of Gaming, John Parsons. But there’s one strategy that’s been gaining traction lately, and frankly, it’s got me a bit worried. I’m talking about payment steering – the practice of directing different types of transactions to specific payment rails based on various factors. Now, don’t get me wrong. I understand the appeal.
SBC Leaders Magazine: How Kaizen Gaming became football’s favourite bookmaker
The world’s most popular sport is proving a highly-effective promotional opportunity for Kaizen Gaming as it looks to grow in multiple markets around the world. In Issue 31 of SBC Leaders magazine, the Betano owner’s CCO Julio Iglesias Hernando explains how the brand became football’s favourite bookmaker. In a revealing interview, he details the importance of football, technology and branding to one of the betting and gaming industry’s most ambitious expansion plans. “Our vision is called 26-26.
TotoGaming reveals big plans for Romania after successful launch
When you’re used to being the market leader, attempting to take on well-established rivals in a new territory can seem like a daunting task. Yet that has not deterred TotoGaming from tackling the challenge of entering the highly competitive Romanian market.
Sports Betting HOF: The 6 characteristics of Fanduel's Christian Genetski
The Sports Betting Hall of Fame is designed to honor individuals that have made a significant and lasting contribution to the industry, something which Class of 2024 member Christian Genetski has indisputably done. During his decade with FanDuel as chief legal officer and now president, he has been at the forefront of a government affairs strategy that has succeeded in opening up legal online sports betting markets in multiple U.S. states.
SBC Leaders Magazine: Lessons from FanDuel’s rise to the top
How to lead a company from an unpromising situation to market leadership is a secret most betting and gaming industry executives would love to learn. In Issue 30 of SBC Leaders magazine, FanDuel President Christian Genetski gives readers the inside track on how he and his colleagues managed to do just that.
High 5 Games expresses excitement for North America in 2024
The igaming world is one of near relentless competition, as hundreds of new titles vie for players’ attention in the slots lobbies of major operators. How to stand out from the crowd is a task that has defeated many talented creative people, but the team at High 5 Games are not among them. Under the leadership of Founder & CEO Anthony Singer, the games developer has consistently found ways to innovate, entertain players, and drive revenues for operators since its launch in 1995.
High 5 Games grows in to Alberta and British Columbia
The iGaming world is one of near relentless competition, as hundreds of new titles vie for players’ attention in the slots lobbies of major operators. How to stand out from the crowd is a task that has defeated many talented creative people, but the team at High 5 Games are not among them. Under the leadership of Founder & CEO Anthony Singer, the games developer has consistently found ways to innovate, entertain players, and drive revenues for operators since its launch in 1995.
New markets, new jackpots, new slots - High 5 Games spins into 2024
The iGaming world is one of near relentless competition, as hundreds of new titles vie for players’ attention in the slots lobbies of major operators. How to stand out from the crowd is a task that has defeated many talented creative people, but the team at High 5 Games are not among them. Under the leadership of Founder & CEO Anthony Singer, the games developer has consistently found ways to innovate, entertain players, and drive revenues for operators since its launch in 1995.
International Operators Fear Fallout From UK Financial Risk Checks, Research Finds
Features, Latest News, Social Responsibility More than half of compliance professionals from the international betting and gaming industry believe the implementation of financial risk checks in the UK will have a negative impact, the SBC Media Challenges in Compliance Survey, commissioned by IDnow, has found.
Player financial risk checks a major worry for gaming operators, survey finds
Obtaining the required personal financial information is the greatest barrier licensed betting & gaming operators face when onboarding players and the industry fears that mandatory affordability checks will make the situation worse, a new SBC study, commissioned by IDnow, has concluded.
Stats Perform Retains WTA Tour Betting Rights Contract
Data, Latest News, Sport, Sportsbook Stats Perform has strengthened its position in the professional tennis world by extending its exclusive agreement to collect and distribute official WTA Tour data and live streams to licensed sportsbooks until the end of the decade. The extension of the long-running deal means that live scores, stats and content from the top tier of women’s tennis will be available to Stats Perform’s global network of betting operator partners.
Stats Perform retains WTA Tour betting rights contract
Stats Perform has strengthened its position in the professional tennis world by extending its exclusive agreement to collect and distribute official WTA Tour data and live streams to licensed sportsbooks until the end of the decade. The extension of the long-running deal means that live scores, stats and content from the top tier of women’s tennis will be available to Stats Perform’s global network of betting operator partners. Read the Full Article Here
Flutter Names The Date For NYSE Listing
Flutter Entertainment has today confirmed that it is working towards 29 January 2024 as the effective date for its New York Stock Exchange (NYSE) listing. The Paddy Power owner had for some time mooted the idea of a secondary listing in the US to reflect the growing importance of the market to the business, and announced in November that it had chosen the NYSE to execute the plan.
Trustly Azura to Drive ‘Rapid Growth’ for Open Banking Specialist
Trustly’s Chief Commercial Officer Olof Wirfelt is confident that the Trustly Azura payments engine will be a significant driver of growth for the Swedish Open Banking specialist, thanks to its ability to create an enhanced experience for consumers. Launched in May 2023 at a spectacular event in Stockholm, Trustly Azura is designed to deliver a frictionless personalised payment experience that removes many of the steps usually needed to make a transaction.
Novibet: embarking on ambitious endeavours to achieve global ambitions
Anyone at the head of an ambitious business can expect to be busy, but even the world’s top business leaders may be surprised by just how much Novibet CEO George Athanasopoulos has had on his plate over the last two years. Entering new territories, withdrawing from a major jurisdiction, attempting to become a public company, and driving continued growth in established markets are just a few of the challenges that have made their way on to his to-do list.
ComeOn Group: our strategy is to become a tier one sports betting operator
ComeOn Group may be best known for its casino brands, but CEO Juergen Reutter is determined to pursue a growth path that involves making sportsbook a central part of its offer. When musicians try to do something different to what made them famous, it can go very badly – think Metallica’s dalliances with orchestras and Lou Reed, or Dee Dee Ramone’s best-forgotten hip-hop album. It can also lead to even greater success, as the bank balances of The Beatles and Radiohead undoubtedly show.
PlayOJO case study: utilising advertising to stand out in a saturated UK market
When trying to stand out from the crowd in the saturated UK online casino market, using a monster isn’t really the obvious approach. Rob Fletcher, Founder & Executive Creative Director of Isobel, spoke to SBC Leaders about why that was the direction his team took for PlayOJO’s latest ad campaign. When Mary Shelley wrote Frankenstein; or, The Modern Prometheus in 1818, she couldn’t possibly have imagined the cultural impact it would have.
Scrimmage’s Gamified Loyalty Program Makes The Kutt
Having made an early impact with its gamified loyalty program by winning the SBC Summit North America First Pitch competition, Scrimmage has taken the next step in its growth plan by going live with peer-to-peer sports and social gaming platform Kutt. For Kutt’s Founder Sim Harmon, the deal represents an opportunity to create greater levels of player engagement and to drive retention, while for Scrimmage Co-Founder Dan Taren it is a chance to prove that his team’s concept works out in the field.
David Stoveld: We’ve created fun vibe and features for Franksylvania
As Armadillo Studios prepares to unleash its latest game Franksylvania today, CasinoBeats caught up with the EveryMatrix-owned developer’s COO David Stoveld to get the lowdown on the horror-themed slot and its many features. CasinoBeats: Franksylvania is feature-rich; what would you pick out as the game’s highlights? David Stoveld: The fun vibe. There is always something going on.
How Light & Wonder’s World of Wonka embraces the weird and wonderful
Chris Kullman, Creative Director at Light & Wonder, delves into the process behind converting the company’s beloved land-based player favourite Willy Wonka: World of Wonka into a digital experience that is just as compelling. CasinoBeats: With a new film on the horizon as well as your new game, what is the key to the continued appeal of Willy Wonka as a gaming franchise?
Betsson
Entering a single market in North America is a daunting proposition, but Marina Bogard, Managing Director of Betsafe North America, has led the launch of the brand in two crowded jurisdictions over the last couple of years. What she has learned from that process offers some valuable lessons for the entire industry. This is perhaps particularly true, given that Betsafe is not a straightforward B2C offer in the region.
How Online Casino Is Shaping Up Across The US
Greentube, the NOVOMATIC Interactive division, is now licensed in four states and live with several leading US operators. Markus Antl, Greentube’s Director Global Sales & Key Account Management, surveys the state of play within the country’s online casino market. SBC: With six states now live, how would you describe the progress of iGaming in the US? Markus Antl: Over the last few years, the US online gaming market has evolved to contain massive potential for both operators and suppliers.
Welcoming CS2 to the Forefront
Esports, Features, Latest News, Slider Images The arrival of CS2 to replace CS:GO is one of the biggest changes the esports world and the associated esports betting sector has seen for many years. Pavel Hacker, Head of Marketing & Affiliates for esports odds feeds and risk management specialist Oddin.gg, tells SBC News what to expect. ———————————– After 23 years, Counter Strike: Global Offensive (CS:GO) has been officially replaced by Counter Strike 2 (CS2).
Betsson Sportsbook Proving A Safe Bet for Betsafe
Entering a single market in North America is a daunting proposition, but Marina Bogard, Managing Director of Betsafe North America, has led the launch of the brand in two crowded jurisdictions over the last couple of years. What she has learned from that process offers some valuable lessons for the entire industry. This is perhaps particularly true, given that Betsafe is not a straightforward B2C offer in the region.
Bernd Baumert: Greentube planning host of new mechanics
When Bernd Baumert moved from his role at Novomatic to become Director of Games Production & Operations at Greentube earlier this year, he joined a business with ambitious long-term plans. We caught up with him to find out more about his new role, what he hopes to achieve in it, and why new mechanics are such an important part of Greentube’s strategy. CasinoBeats: How will your 12 years at Novomatic help you in this new role, particularly in shaping Greentube’s future plans?
Kambi: Under the Hood
As sports betting continues to become more competitive across the United States and the wider North American market, product is increasingly becoming the key battleground for operators vying for success. But what actually separates a great sportsbook from a merely good one?
R. Franco Digital: Accelerating growth worldwide
Ahead of SBC Summit Barcelona, Javier Sacristán, Digital & Operations Director at R. Franco Digital, discusses the state of play in the Spanish market and his expectations for the remainder of 2023. CasinoBeats: How strong is the Spanish market at the moment and what sort of casino content is proving a hit with players? Javier Sacristán: We are all very aware of the nuances of the Spanish online market.
Altenar continuing to target LatAm growth
With this week’s SBC Summit Barcelona being one of the year’s major highlights in the industry calendar, we caught up with Altenar’s Sales Manager, Alejandro Cazorla, to discuss the company’s plans for the event and the regions where Altenar is hoping to establish its footprint. ——– SBC: Altenar’s had plenty of success in the last 12 months when it comes to industry awards, big-brand partners and new markets – what’s been key to your growth?
The Value of Diversity Within a Sportsbook Offering
As player tastes evolve and diversify, it has never been as important for sportsbooks to cater for these needs. Ahead of SIS participating in SBC Summit Barcelona, Commercial Director Paul Witten explains how operators can add value to their offerings through the integration of key products. ——————————————— The increased interest in esports and the engaged audience that it brings has presented an invaluable opportunity for suppliers to provide a new stream of compelling content.
Galaxsys: Intuitive play makes crash games perfect for player acquisition
The simplicity and speed of crash games have helped to make them a valuable player acquisition tool for operators, according to Vigen Safaryan, Chief Product Officer of Galaxsys. Ahead of the studio’s participation in next week’s SBC Summit Barcelona, Safaryan told CasinoBeats why the games have proved so popular with players, and how operators can use them to attract a new audience and reactivate dormant customers.
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