Interviews
Roundtable – Thinking Outside the Box with experts from Betsson, Gamingtec and Press Enter
Q: Is the online gambling industry lagging behind others when it comes to UX?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
Although we are seeing substantial improvement, the simple answer is yes, when you compare the industry to other digital industries and their giants like Netflix, Spotify, Amazon – it is clear that these companies invest heavily in differentiating themselves from others in their field, offering customers with the most user-friendly and effective browsing experience. As an industry, our focus has heavily been on the content we release, innovation and adapting to constant change, which can distract our focus on user experience optimisation. It is understandably quite a challenge given that the industry has grown at such a fast pace and we’re often faced with regulatory changes, even impacting the way we can promote games on site, which means that every market has different UX requirements.
Gamingtec – Andrei Beu – Commercial Director
The COVID-19 pandemic shook the very foundations of businesses from different industries, forcing them to adapt to changing times at a much faster pace. More and more businesses realized the importance of building their online presence as the world retreated indoors. We can say that the gambling industry is somewhat more conservative hence lagging behind tech, travel or big data, yet there are certain markets (like EU) which are focusing a lot of attention on UI/UX.
Press Enter – Hampus Eriksson – Chief Product Officer
We are operating in an online industry, estimated to be worth more than $50bn which says to me we are doing something right. The industry is incredibly competitive and in order to acquire and retain players, UX has to be a priority for anyone hoping to drive a successful business and experience substantial growth.
Competition also drives innovation and our industry is renowned for pioneering technology that provides the best UX available. This not only applies to the moment players arrive at the lobby but also the choice of games, easy navigation, player personalisation, but also to more compliant requirements that are in place to ensure player protection. UX is everything and I believe the gambling industry truly thinks about the end to end player journey and what that UX looks like.
There will always be some incredible examples outside of gambling that surprise and impress us, and this is great, because it’s also important to be regularly inspired and learn how we can adapt new technologies to enhance our own industry.
Q: Casino game lobbies have not drastically changed in many years – why is this?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
The focus through the years has very much been around providing players with the best content and engagement before and whilst playing the games. This includes tailored content targeted at specific players based on their preferences, intriguing offers and engaging gamification experiences such as tournaments and missions, often offering massive prize pools. This was always the most effective way in attracting players to browse games, however as markets regulate and marketing becomes more limited, optimisation of your shop window becomes integral in allowing players to find content which they enjoy.
Gamingtec – Andrei Beu – Commercial Director
This is again a matter of the markets we are looking at. The more technically evolved countries have also brought in a better UX and are constantly updating their online gambling offering. We can easily tell the difference between operators active in Africa versus Europe. So lesser tech progress attracts conservativeness.
Press Enter – Hampus Eriksson – Chief Product Officer
At a glance, I can understand how one might think that lobbies have largely stayed the same in terms of format, however there is a lot more going on behind the scenes. Casinos have gone from offering players hundreds of games to thousands of games across multiple verticals. Today, players are provided with all the tools to navigate the lobby, with filtering systems, game categories, etc and operators are now finding ways of using the information they glean from player behaviour to come up with new and interesting ways to present games that the player would enjoy most.
Q: What technologies/solutions are available to help deliver a more personalised experience?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
We are definitely not short of data in our industry, which is the key ingredient to developing a personalized gaming experience. We spend hours on hours every day drilling down on deep dive analysis, with the end goal to deliver the most dedicated user journey. There are also third party companies specializing in content analysis and building personalized frameworks. Apart from this, with the tremendous volume of games on display and influx of new content being released on a daily basis, having a smooth content management system is essential. I would say there should be a balance of a refined game recommendation engine, with the touch of human experience as the ideal approach to achieve this experience, since our industry is constantly evolving, with new game types constantly being innovated by game studios – we need to ensure we are always on top of the current trends.
Gamingtec – Andrei Beu – Commercial Director
There are several tools that have been widely used in the past years to shape the UI/UX and they will keep on having an important role. Yet it’s only natural that designers and developers alike will look into the emerging UX technologies like Voice UI (Amazon Alexa, Google Home, Apple’s Siri and Microsoft’s Cortana), touchless gesture control, AI, VR and others. The industry will need to adapt as the trends show us the users being more and more connected to emerging technology.
Press Enter – Hampus Eriksson – Chief Product Officer
Going back to the previous question about UX, personalisation plays a large part in this. If a client doesn’t feel like they feel valued or that they belong, then they’re not going to want to stick around. An operator can provide the most immersive and thrilling content, but without ensuring personalisation is a priority within their UX ambitions, then it will not be money well spent.
There are a number of technologies available and many of which are easily integrated into iGaming platforms. These can range from extremely advanced solutions using many data points that will subsequently start learning player preferences by recommending games they are likely to enjoy or more simple solutions that allows you to present a range of games to be presented to a group of players qualifying into some set criteria’s.
The implementation of AI has also played a huge factor when it comes to personalisation and has been a hugely valuable tool in driving overall engagement throughout the player journey leading to increased wagering activity and ultimately maximising the lifetime value of each customer.
Q: Why is delivering a personalised experience so important for the player?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
Picture yourself as a person who is opening an online casino page for their first time, all you are presented with is a bunch of game thumbnails, perhaps some important information about the game, as well as the option to filter through the various game offerings and studios. As an average player, this massive selection can be quite overwhelming and often the player will choose a game related to an offer, or one of the first games they see on the page. If one of the first games you enter is an extremely volatile game for instance, as an average player you could deplete your balance instantly and get the opinion that you cannot win. We are building some brilliant content in this industry and there is absolutely something for any type of player, how you guide a player to making their choice of game is key to their perception of playing online.
Gamingtec – Andrei Beu – Commercial Director
Focusing on customers and testing different options is key in determining the most relevant and effective UX for online gambling. Various types of screen resolutions and browsers need to be supported to ensure an equally easy and enjoyable experience for the players. Moreover, operators need to make sure they consider every step users might take to find a game, access help, search and any reasons why they might want to abandon the site/app. The quicker users get to their goal, the more frequently they are likely to return to the same operator.
Q: What opportunities does it present the operator?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
The obvious opportunity is of course a far greater customer engagement and retention. By delivering a personalized experience from a UX point of view, every time a player logs in to their account, they are not seeing a static page, but ideally a fully customized experience. Retention is key in any industry, it is cheaper to retain players than acquire, I believe that the user experience, especially looking ahead, is going to be key in judging site stickiness and brand loyalty. Players are spoilt for choice nowadays, with new brands always being launched, the user journey is more important than ever.
Gamingtec – Andrei Beu – Commercial Director
Personalization is at the heart of a comprehensive customer experience. The benefits of good UI/UX are measurable and research shows us the importance of proper personalization:
- the ROI is likely to increase 5 to 8 times and sales by 10%
- personalized calls to action convert 200% better
- 90% of users are likely to be willing to share their behavioral data if the operator can make their experience faster and easier
Press Enter – Hampus Eriksson – Chief Product Officer
Investing in personalisation is a necessary approach by most operators because without it, it will dramatically reduce the lifetime value of that player. Therefore, the opportunities are all around ensuring the retention of players. I think that Game Recommendation Engines in all their various forms are maturing, and there is a lot of focus and investment going into that. CRM personalisation has also come on leaps and bounds, enabling operators to offer an end to end level of personalisation. This is particularly valuable when we engage with our players via Customer Support and/or Payments. The chat bots are great at taking care of many FAQs, and this undoubtedly expediates many requests on behalf of our players.
However, there will always be situations where players will need a real human interaction to solve a problem. Therefore, I think we have a great opportunity to improve how we respond to these types of enquiry; such as, why do I have to explain my problem to a customer representative and why have they not got the technology and tools to see what my problem is before I start talking to them? The stuck game rounds, spins that didn’t pay out correctly or bonuses that didn’t trigger or release is the type of information buried deep in 3rd party systems and can be accessed if you are guided where to look. I think we can make significant improvements in that area and empower 1st line support more to give help more promptly, rather than start collecting the information from the user to start up the investigation. Furthermore, as an industry we still need to continue to invest into empowerment of our 1st line. This is one of the few chances we get to communicate directly with our players, and you do not get a better opportunity to change a bad experience into a positive one. I am still amazed when I gamble around casinos and need help and still get hit with the same response that I got 10 years ago: “we need to escalate to the relevant department” answers, we need to minimise this to the absolute necessary level.
Q: How do you see casino game lobbies and the way content is pushed to players changing?
Betsson – Janick Bonnici – Gaming Content Optimisation Manager
I imagine that lobbies will come more alive with more customization on the user-end. The average shelf-life of a new game is becoming shorter and shorter, given the volume of content coming through, as a result the decay curve of a new game release is also much quicker. Everyone wants that front-page exposure, therefore judging that a game sticks from the beginning is vital. This should tie in with games becoming more feature-rich, which guarantees that they’ll be pushed through in more categories and filtering, thus granting them more exposure. We should aim to move away from static looking lobbies and bring online casino pages to life, really bringing forward the exciting experience and thrill which you experience in-game, before you even open the game.
Gamingtec – Andrei Beu – Commercial Director
Online casino operators generate huge volumes of data on a daily basis, and within this data there are plenty of indicators as to player preferences in each market. Identifying and monitoring trends in each market enables the operators to determine which games/providers they should promote, also allowing them to create bespoke content.
There is a series of factors to consider if you want to really engage with your players as an operator and the change will likely be based on behavioral data as well as emerging tech allowing the operators to provide a unique UI/UX.
Press Enter – Hampus Eriksson – Chief Product Officer
Our industry is constantly innovating and it won’t be long before it’s introducing a much more advanced way of serving the games and marketing information that players want to receive. I also think that for the more casual and recreational player, there might be a slower uptake in any significant changes to the game lobby but who knows – watch this space!
Interviews
Bigly – not just another game studio. Find out how this start-up is going to help operators achieve sustainable success
European Gaming talks to Liam Mulvaney, Founder of Bigly.
Bigly is the latest studio to have launched into what is a hugely competitive space. What makes you stand out from the crowd?
You’re absolutely right when you say this is a crowded market. Today, there are more than 750 studios providing in excess of 38,000 games to operators and players. But Bigly is not just another game studio. We will be producing thrilling and entertaining content for our partners and their players, but we are positioned to be much more than just a content provider. We consider ourselves a marketing studio that happens to provide assets in the form of slots. Our unique commercial model means operators can access our games for a reliable and predictable cost, which in turn means they can ramp up marketing activity behind the titles that best meet the preferences of their players AND keep the lion’s share of the revenue each game generates. As costs rise and margins fall, Bigly is exactly what operators need to ensure sustainable success.
Tell us more about your unique commercial model.
So Bigly allows operators to access content for a capped monthly fee instead of the standard commercial model used by other studios where they work to a revenue share format. For the operator, this means if a game performs well, they hand a significant chunk of the revenues generated back to the studio. This ultimately has a knock-on effect as to the games that operators push to players and how they allocate marketing resources – this is why you often see the same slots from the same providers at the top of casino lobbies or used for promotional activity. But with our commercial model, which is sort of hybrid between a revenue share and a fixed cost system, operators have much greater flexibility over the games they give top lobby positions to, and how they market those games to players. Of course, they also know that if the game performs well, they get to keep the majority of the revenues made.
How does Bigly’s commercial model help operators beyond cost savings on content?
Our vision is to provide more opportunities for operators to push their own brand rather than Bigly. A quick example is that Bigly will not brand our games’ loader screens, but operators are free to feature their own logo if they wish. This means more brand presence from the operators. With Bigly, operators and their marketing teams can get super creative with their campaigns knowing the cost of accessing the game (or games) is fixed so the better the game performs, the more money the casino makes. In fact, the bolder the casino is in its marketing activity, the bigger the returns they will likely enjoy.
How do operators access your content?
There are a couple of ways. The first is directly through our remote game server, which is provided by our technical partner, Reelsoft. This is our preferred method of integration as it allows us to foster incredibly strong relationships with our operators while ensuring the smooth and seamless delivery of our content into markets across the world. Operators will also be able to get our games through aggregation platforms although the commercial relationship will be with Bigly – the aggregator will simply be a technical partner in the same way that Reelsoft is. This approach allows us to offer our content – and unique commercial model – to operators in the vast majority of jurisdictions from the get-go.
How does this approach to commercials and your wider business model benefit Bigly?
It gives us a major point of difference from the 100’s of other studios in the market, that’s for sure. And there’s something nice about bringing a product to the market that disrupts the status quo and genuinely revolutionises a major part of the industry. Ultimately, our approach and commercial model mean that we can provide the games and financials that operators are seeking, and, over time, this will see us become a major player in the content provision space. Of course, our approach works both ways – while our games are a predictable cost for our partners, they are a predictable income for Bigly and this really helps when it comes to establishing, growing and future-proofing the business. This can be really tough for new studios given the competitive nature of the market and the need for their games to be played at scale which of course requires top lobby positions and operator marketing activity, both of which are hard to secure for a new developer. It is important to note that the vision of this studio is for this approach to be the lifetime model for Bigly, a new way of selling and consuming content.
Your USP is your commercial model, but what about your games?
Our games are a crucial piece of the puzzle. Our commercials can be super attractive, but if our games are tosh then players just won’t play them. This is why I’ve been tapping into my extensive network to assemble an incredible team of designers, mathematicians, developers, testers and so on, as we will live or die by the quality of our content. The first games of a studio are always tough but we are confident that our slots will hit the mark in terms of quality and playability. Our first slot is Deep Sea Treasure and takes the cascading reels format, with symbols tumbling as players dive into the underwater abyss in search of big wins. I’ll be giving people a sneak peek at the SBC Summit in Lisbon, so flag me down if you want to see it in action.
The post Bigly – not just another game studio. Find out how this start-up is going to help operators achieve sustainable success appeared first on European Gaming Industry News.
Booming Games
Interview with Booming Games: A Sweepstakes Casino Powerhouse Poised for Big Wins in 2025!
In the ever-evolving world of sweepstake casinos, Booming Games is making waves. With visually stunning slots, a wide range of games, and a strategic focus on sweepstakes, they’re quickly becoming the go-to supplier in the industry. We sat down with two of the masterminds behind Booming Games’ success: newly appointed Director of Games, Nemanja Zivic, and VP of Product, Moritz Blume. Here’s what they had to say.
Booming Games has been making quite a splash in the sweepstakes space recently. What’s the secret sauce behind your success?
Moritz Blume: laughs Well, it’s no secret that we’ve been laser-focused on making Booming Games the ultimate partner for sweepstake casinos. For us, it all starts with the players. We’ve built a reputation for creating visually stunning and feature-packed games that keep people coming back for more. And, you know, our sweepstake-friendly features like interactive bonuses, free spins, and multipliers? Players love it! Who wouldn’t want to hit a big win without staking any real money? That’s kind of our jam.
We’ve also made sure to optimize all our games for mobile because let’s face it, people love spinning the reels on their phones, whether they’re on the couch or waiting for their coffee. The seamless mobile experience keeps them hooked, and we’re proud of that.
You’ve just introduced Nemanja Zivic as the new Director of Games. How does he fit into Booming Games’ already strong team?
Moritz Blume: Oh, Nemanja is a rockstar! He brings a ton of experience, not just from the online iGaming world, but as a passionate player of land-based games too. His expertise spans both worlds, and he’s helping us take those proven land-based features that players love and bringing them online. We’re offering players mechanics tailored to all kinds of play styles. Nemanja’s input ensures our games are not just popular but keep players coming back for more.
Nemanja Zivic: Absolutely! We know there’s a traceable trajectory for the features that start in land-based casinos and go on to make waves online. There’s nuance, of course, but we get it. That’s why we offer content featuring both the core and the evolution of Hold and Win, Cash Collect, Triple-pot bonuses, quick-hit Multi jackpots, Multi-reel set Bonuses, and short-term persistence games that make players feel right at home. We bring these land-based features online, and then elevate them with multiple bonus buys, side bets, and picks—ensuring every kind of player, from the casual spinner to the high roller, finds something that resonates with their style.
Between Moritz and me, we’ve got the experience to know what players crave. Add that to our killer roadmap for 2025 and 2026, and we’re all set to release some seriously exciting new titles.
Speaking of sweepstakes, what specifically sets Booming Games apart for operators in this space?
Nemanja Zivic: Booming Games offers full flexibility and an unmatched diversity in our game portfolio—whether you’re looking for classic casino fruits and diamonds, popular casual player favorites, or high-roller picks, we’ve got it all either in the portfolio already or coming next year.
For sweepstake casinos, we provide modified language support tailored to sweepstake players, social currencies, you name it—we’re all about making it work for the operator. And we don’t just stop there. We offer customized game titles to help strengthen the casino’s brand. Want a game with your logo on it? We can do that! Want exclusive features for your VIP players? Done.
Oh, and let’s not forget our various app integrations. We’re getting embedded into platforms that sweepstake players use the most. If you want your Booming Games titles in your app store, we make it happen. Anything’s possible when you’re working with us.
Wow, that’s impressive. Can you tell us more about how you’re integrating with influencers and sweepstake streamers?
Moritz Blume: We’re playing the long game here. In 2025, we’re going to be teaming up with some big names in sweepstake-focused streaming and influencer marketing. Expect to see Booming Games plastered all over Twitch, YouTube, and every platform where people love to watch gameplay. We’ve got some secret partnerships up our sleeve with streamers who are going to take our games to the next level in terms of exposure.
We’re already among the top 3 revenue drivers on various sweepstake platforms, and we’re only going to climb higher. By working closely with influencers, we’re taking our visibility and engagement to new heights. The future is looking bright!
It sounds like Booming Games is on the verge of a major sweepstake takeover. What can we expect next?
Nemanja Zivic: We’re just getting started! We’re in the final stages of some truly exciting partnerships and game launches tailored specifically for sweepstake operators that will redefine the player experience. At the same time, we’re always keeping our eyes on regulatory changes—if there’s an update, we’re ready to react the next day, ensuring our games are fully compliant wherever they’re played.
But that’s not all—responsible gaming is one of the pillars of Booming Games’ strategy. While we’re busy creating all these exciting new features, we’re equally focused on making sure our games are safe, secure, and fair for everyone. By staying on top of regulation and promoting responsible play, we aim to deliver not just thrilling games but ones that players can trust.
Any last words for the sweepstake casino operators and players reading this?
Moritz Blume: If you’re an operator, Booming Games is the partner you’ve been waiting for. We’ve got the tools, the games, and the know-how to make your players love what they’re playing. And for the players? Strap in, because Booming Games has some wild new titles coming your way. 2025 is going to be a ride!
Sounds like Booming Games is the perfect storm for sweepstake casinos. Thanks for chatting with us!
Moritz Blume and Nemanja Zivic: in unison Thank you!
Booming Games continues to dominate the sweepstake casino world, with cutting-edge game design, tailored solutions for operators, and exciting partnerships in the pipeline. Stay tuned for their roadmap in 2025—it’s going to be big!
The European Gaming Congress (EGC) returns to Warsaw for 2024 on 15-16 October, and organizer HIPTHER is proud to introduce the conference’s esteemed Sponsors – trailblazing companies and accomplished professionals that help make the magic happen! In this Sponsors Spotlight Interview, we welcome Maciej Makuszewski, iGaming Director at Promatic Group, parent company of the Platinum Sponsor for EGC 2024, Promatic Games.
For many people outside the gaming industry, putting social responsibility and online slot games in the same sentence might seem counterintuitive. What’s your perspective on this? How can a slot development company demonstrate responsibility?
You’ve hit on a very interesting point right from the beginning. From an outsider’s view, social responsibility and online gambling might seem like polar opposites—like water and fire. But within the industry, we understand that to succeed, all parties, and especially operators and game studios, need to cater to a broad audience. This includes not only players seeking excitement and adrenaline but also casual players who just want a bit of entertainment. We simply need to think about the mass market when designing the gaming experience.
From there, it becomes essential to safeguard ALL players by promoting responsible behaviors and minimizing risks. After all, even with a naturally risky activity like gambling, people still want a sense of security in their experience. This is where social responsibility becomes key. While the public often associates our industry with problem gambling or even addiction, this is a simplistic view. A problem gambler is not a good player—not for them, and certainly not for us. We aim to create a safe and enjoyable environment for all players, which ultimately benefits everyone involved.
So speaking of iGaming in general, what are the key areas when it comes to promoting responsible behavior and minimizing risks for players, as you rightly put it?
I would consider Responsible Gaming as an umbrella term that encompasses a range of measures. I usually break these down into several key categories:
- Identifying and protecting vulnerable players
- Game mechanics
- Transparency and communication
- Youth exposure
- Game design and incentives
- Financial limits and self-exclusion mechanisms
- Utilization of player data
Of course, this list can evolve depending on specific market needs, but these are the core elements. I haven’t included aspects like fairness or certification, as these are typically viewed as basic prerequisites in most regulated markets—they aren’t specific to Responsible Gaming but rather fundamental requirements for offering games to customers. Additionally, technical standards can also play a supporting role in fostering a responsible gaming environment.
Given that your role as a game studio is to provide the games themselves, how can you contribute to making the experience as responsible as possible? You’re not in full control over all of the seven areas you mentioned earlier.
You’re right—our role is narrower compared to operators, but we still have a significant impact in key areas. We can influence game mechanics, transparency and communication, youth exposure (to some extent), and game design and incentives. While we don’t manage player data, we can still support the identification of problem gambling behaviors.
Take game mechanics, for example. As a studio, we invest a lot of time in balancing the speed of gameplay with clear, accurate visualizations of the spin results. One of our key principles is ensuring that all our designs and developments are configurable to meet Responsible Gaming requirements. For instance, our games were recently certified in the Czech Republic, where the regulator mandates that each spin lasts at least two seconds. This is a Responsible Gaming measure, and our configurable software allowed us to implement this requirement quickly.
Another area that’s been a focus of many regulators is the Bonus Buy feature. We were hesitant to introduce it because some of the behaviors associated with this feature may heighten the risk of problem gambling. After months of careful consideration, we decided to launch it only with the ability to monitor every player action related to this functionality. We are committed to tracking this feature closely to ensure it aligns with responsible gaming standards.
You’re also going to touch on game design and incentives at the European Gaming Congress (EGC), correct?
Yes, that’s right! We’re excited to share the story behind one of our most innovative games, Ale Fajny BOBER. The game’s theme is inspired by a popular viral video, and it was a fascinating challenge for our team to translate the essence of a two-minute YouTube clip into an engaging slot experience. We had many discussions on how to best capture and visualize that story within a slot game format. But I’ll save the finer details for the conference—we’ll be talking about it on Day 1 during our presentation! Feel free to join and ask questions!
You mentioned the game Ale Fajny BOBER. Could our readers be familiar with other titles that have come out of your studio?
Ale Fajny Bober is indeed a new game, which had its premiere in Poland on September 26. Promatic Games has a portfolio of hundreds of exciting slot games that have been both successful and widely appreciated by players. Some of these include: Mummy’s Treasure Deluxe, Dracula’s Treasure, Janosik 30 and Miss Joker Show – the latter has even been shortlisted for the Best iGaming Product category at the EiGE2024 awards, with the final taking place at the upcoming conference. I warmly invite to join us at the event and cast your vote for our title. See you there!
Promatic Group’s iGaming Director, Maciej Makuszewski, and Product Design Manager, Luka Oblak, will be presenting a workshop at the European Gaming Congress on ‘Mastering the Art of Balanced Slot Development.
Join us in Warsaw and meet the Promatic Games Team in person:
The post Can Fun Be Safe? The Role of Social Responsibility in Slot Game Design appeared first on European Gaming Industry News.
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