Interviews
“My vision was to create a game that can deliver excitement and anticipation with every spin” – Exclusive interview with Toby Woolhouse, PO at Push Gaming
Push Gaming has made a name for itself as a supplier that always looks to deliver on quality over quantity. In one of our latest exclusive interviews, we sat down with Push Gaming’s youngest PO to talk through his vision for their latest slot, Wheel of Wonders, as well as how we should expect player preferences to evolve this year when it comes to entertainment.
Wheel of Wonders marks the final slot released by Push Gaming in 2020, what made this title your favourite?
As one of the younger POs on the team, I’m very much drawn to providing a gaming experience that can really offer something different. As a passionate gamer, I’ve always been into Ways and the Cascading style of games, so I really wanted to deliver something that matched the same aesthetics, but also offered a real twist with something fresh and exciting.
The mathematics behind the game also provide something entirely new, especially when it comes to balancing the gameplay. My vision was to create a game that can deliver excitement and anticipation with every spin. As a result, Wheel of Wonders is absolutely crammed with exciting features that ensures that every single part of the game can bring in massive wins of over 1000x! But more importantly, anything can happen along the way, which is what makes the game hugely unpredictable and fun. For me, Wheel of Wonders is a truly entertainment-first product. Every feature is there to engage the player, rather than the usual mode of waiting for free spins to trigger.
Can you tell us a bit about the inspiration behind the game’s features?
Features were a massive part of the thought process behind Wheel of Wonders, and we wanted to develop something that would really stand the test of time. I’ve used a lot of the cascading influences from our games – and rather than your usual 5×3 slot, it instead dynamically expands through each spin, bringing layers ever-changing win possibilities for each spin to really keep things interesting.
To a certain extent it’s a relatively new concept, but it’s something I really think players will buy into given what we’ve seen from games with similar ideas. Elk’s Gold series has plenty of shared characteristics, as well as Cygnus – which makes me confident that players will really enjoy the hugely changeable gameplay as the fundamentals of the game continue to shift throughout.
Last but not least, for the theme, we wanted to do something that centred around the best of the ancient middle east. Mesopotamia, Babylon, Assyria – we were influenced by them all. Our team put in some serious research into the music and sounds to ensure we could really bring together a disparate set of cultures, and I’m absolutely delighted by the result.
Are there any particular features that you wanted to incorporate that would particularly resonate with current player preferences?
I’m very excited about Wheel of Wonders’ variable reel set because it provides the player with a fantastic level of additional engagement. Games with progressive elements such as these are proving particularly popular right now, and I believe the inclusion of gamified features is something that is resonating very strongly with players.
Whether that’s randomised sequences that evolve as the game continues, or the expansive selection of completely new combinations of elements, there was a gameplay flow that we wanted to capture, and expanding reels proved to be a great option for doing that.
We took the slot through plenty of rigorous tests and we actually refocussed the game on this mechanic during the creation process. We saw what would make the game even more exciting and we incorporated it into the development, which really allowed us to elevate the parts that were entertaining. For me, the key learning is that we didn’t start out looking to tap into a fundamental formula, but rather evolving the title as we created it to come out with a game we were really happy with, and ready to share with our players.
Can you give us some insight into some of the standout moments players can expect in Wheel of Wonders?
For me, there’s two things players should look for. The first, and this is the same as any top-quality cascading game; a really fantastic element of unpredictability that will keep you engaged throughout each stage.
The second, and it’s something I’m really excited about, is the Base Game wheels – you can effectively work out the prizes you want to see. Because of how variable the game is, and the raft of different prizes and multipliers that come with it, there’s just so many ways you can move advance through the slot and begin to really understand what will be the most valuable on the reel at any moment. I think this type of entertainment will really keep players hanging on to their seats, and we’ve had some really great feedback since its launch.
When it comes to development, is there a signature style at Push Gaming and one that players can recognise across your catalogue?
On one hand, we put a lot of stock into the elements that go into the gameplay experience, as we want to make sure it emotionally satisfies the moment that comes with the pay-out.
When we’re making a game, the Push team is always looking to be as flexible as possible during the development process to find ways we can make our games deliver that little bit extra. We’re always ready to leverage that during production, and we do everything we can to ensure our games can deliver something that is truly fun to play. Key here is to make sure that our games can still be broadcast years later as a flagship for the brand. Jammin’ Jars, Fat Rabbit and Razor Shark are great examples of this from our catalogue, and I’m proud to be part of a brand that really pulls all the stops out to make sure we deliver a premium level of gameplay.
How do you think player preferences towards slots have changed this year?
There are a few conflicting schools of thought here. For me, two things are really popping off right now. I’m a big believer in ‘in your face potential’ when it comes to the gaming experience, and I think super-clear, big numbers, exciting gameplay and a clear understanding of the mechanics are what’s needed right now. Easy-to-understand gamified elements are really taking off too, such as progressive jackpots and the like, and players are really buying into it.
Games crammed with plenty of different mechanics and a wealth of symbols to choose from can create massive wins – which is the holy grail for many, but with it comes plenty of challenges for design and mathematics. From what I’ve seen over the last few years, there’s a strong risk that players may find too many instructions as a barrier to engagement, but I also think that’s really opened the door for a massive variation of elements that players can connect with.
Players always look for new experiences and shifting preferences are starting to open the door for mechanic-driven titles, as well as feature-rich slots that offer multiple additional levels of gameplay. As a PO, I’m going to be very happy if that is the case, because it opens the door for us to get even more creative with our content.
Conferences in Europe
Speaking the Player’s Language: Promatic Group’s Take on Game Localization in CEE

The Prague Gaming & TECH Summit 2025 brought together some of the brightest minds in the iGaming and tech industries – and the conversation didn’t stop when the curtains closed. As this year’s General Sponsor through its Promatic Games brand, Promatic Group made a powerful impact on-stage and behind the scenes. In a dynamic keynote presentation titled “Localizing Slot Games: Does the Central European Player Need Localized Content?”, Maciej Makuszewski, iGaming Director, and Luka Oblak, Head of Product Design, explored how cultural nuances shape player engagement and game performance across regional markets.
Now, post-event, we caught up with Maciej Makuszewski to delve deeper into the topic of localization, player behavior, and what makes content truly resonate in Central and Eastern Europe.
Maciej, your keynote at the Summit offered compelling insights into how culture and language affect game engagement. What do you believe is the biggest misconception about localization in the iGaming industry today?
It is that it is enough to hire a translator of a game to deliver localized content. This is not the end of the road – on the contrary – this is just the beginning. This may sound like saying the sun rises in the east, but I still would say there can be a lot more attention paid to giving games a local touch.
But coming back to translations, nowadays, even at this basic level, we can observe so many pitfalls and mistakes that could have been avoided if people really had the player at the core of their strategy. I guess we are past this time in history of globalization that unified products and content simply entered new markets with no tailoring whatsoever and there was demand for them, because there hadn’t been much of a choice of anything else. We’d like to see companies try harder when they enter new markets. I hope we will become one that actually gets the hyperlocalization just right.
You and Luka presented some standout cases on localized content. Could you share one example that truly surprised your team – either by outperforming expectations or revealing a cultural insight you hadn’t anticipated?
I guess that would be the transformation of a simple fruit game launched as Red Hot Jackpot in Poland, into a rich animations theme game it became in Nigeria. The nigerian version of Red Hot Jackpot is called Naija Wheels and it is the exact the same math model and game logic as Red Hot Jackpot, but what makes it appealing to the local customers of slot halls in Nigeria is its hyperlocal theme. Naija Wheels is a funny story of things you see in Lagos traffic. So instead of a Cherry symbol you have a symbol of a police officer. Instead of a plum symbol, you have an okada driver from Lagos etc.
Very different game themes, same logics, same business effects – the game is a great performing slot in Poland and a superb hit in Nigeria.
In your view, what are the non-negotiables when designing localized slot content for Central and Eastern European markets? Are there elements developers often overlook?
There are so many local markets in the CEE that it is really hard to unify this. But in a nutshell – we know in our region, highly volatile fruit themed games are very popular. Having said that, it is not a surfire way to success. You may want to localize the content even further through cultural and humor references.
The ROI of local-branded slots is often debated. Based on Promatic Group’s experience, when does it make strategic and commercial sense to invest in hyper-local content – and when is it better to focus on broader appeal?
It all depends why you do this and how you measure the ROI. If you measure a single game ROI this might be a trap. It will very much depend on the math model and features of the particular game. Apart from revenue stream, there are also costs to be considered. If we’re talking about a “game reskin” then certification will be something you can optimize and so on. There are numerous ways to tackle this issue. Sometimes you can come up with a hyper local game and just launch it somewhere else to test if it works, which will boost your revenue stream and the total ROI. All in all we are very happy with our local approach and we intend to stick to it.
Let’s talk about the future. With shifting player expectations and tech advancements like AI personalization, how do you see the localization strategy evolving over the next 2–3 years at Promatic Group?
I would expect this hyperlocalization becomes a commodity in the industry. This will also require a lot of human factor so that it is done the right way. AI will speed things up, but I believe that the human touch will be key. We already have amazing tools, but using them the right way is what will make a great difference.
The post Speaking the Player’s Language: Promatic Group’s Take on Game Localization in CEE appeared first on European Gaming Industry News.
Compliance Updates
Navigating Legal Frontiers: Nordic Legal’s Vision for the Finnish Gambling Market

The Prague Gaming & TECH Summit 2025 brought together top experts across the iGaming and tech landscape, and Nordic Legal stood out as the event’s Scandinavian Legal Expertise Sponsor. A renowned legal advisory firm in the Nordic region, Nordic Legal continues to shape the future of gambling legislation and compliance in Europe.
In this post-event interview, we caught up with Pekka Ilmivalta, Head of the Finnish Office at Nordic Legal, to dive deeper into the firm’s insights on the upcoming Finnish gambling reform, the legal challenges it poses, and the opportunities it presents for operators preparing to enter the market.
Finland is preparing to launch its regulated gambling sector in January 2026. As an expert with over 20 years of experience in the gambling industry, how do you view its draft legislation and the current state of the Finnish gambling market?
Finns are used to gambling online, and the size of the market is close to 2 billion euros in GGR. As the market share of the national monopoly operator, Veikkaus, has declined to around 50 percent, nearly half of the gambling spending already takes place outside the Finnish regulation. Therefore, the gambling legislation reform is really needed.
The Government Proposal now being dealt with in the Finnish Parliament is generally a comprehensive and a good package. As the political parties are quite unanimous about the need for the reform, I expect the parliamentary discussion to concentrate on the balance between responsibility measures and the features making the market interesting enough for the operators to enter the regulated market. Especially marketing, use of affiliates and bonusing will, and should, be discussed.
I believe that the Parliament will approve the new legislation early next autumn and that the B2C license application process will be able to begin already in January next year.
The Finnish legislative review council has raised concerns about potential increases in gambling harms under the new regulatory framework. What measures do you believe are necessary to mitigate these risks, and how could Finland balance market liberalization with responsible gambling practices?
Personally, I think that gambling harms must be taken seriously. However, as almost half of the Finnish gambling now happens outside the regulated market, I am convinced that succeeding in channelization is a crucial starting point to really mitigate gambling harms. Therefore, attractiveness of the market and measures against the black market are extremely important. Furthermore, self-exclusion and responsible gambling tools are, of course, needed for the players. Generally, I believe that AI assisted monitoring could and will have an important role in preventing harmful gambling in the future. To really work, responsible gambling tools need to be both pragmatic and relevant for each individual player.
Considering Finland’s upcoming gambling reform, what legal and operational challenges should gambling operators be prepared for, particularly regarding compliance and player protection? Which key trends do you see shaping the market’s future?
As it seems now that affiliates and welcome bonuses will be banned, operators will have to find other means to build their brand and acquire customers. Even though traditional marketing and sponsoring are widely acceptable, I would expect to see innovative solutions to stand out from the probable marketing avalanche during the first months after the market opening. Perhaps new kinds of sponsorships or retail activities? Or even enhanced player protection measures to gain a competitive edge?
Overall, I would advise operators to start their market entry preparations early enough. The licensing procedure could take several (6 to 9) months. Also, adjusting to the local technical and player protection requirements might not happen overnight.
What insights could help Finland create a balanced and effective gambling market?
I believe that the new legislation will provide a good enough framework for a functional gambling market. However, based on experiences from Sweden and Denmark, I would point out two practical aspects crucial to making the new legislation effective: First, there needs to be collaboration between licensed operators and the new regulator. Dialogue and a mutual will to find solutions should be the common mindset. Secondly, the regulator hopefully has enough resources (tools, persons and persistence) to interfere with the black-market operations, which will evidently still exist also after the reform.
Nordic Legal has extensive experience advising European governments on regulatory best practices. How can your firm assist operators looking to enter the Finnish market and navigate the evolving legal landscape?
With our deep knowledge of Finnish legislation, extensive experience from regulatory developments in other jurisdictions, and strong industry relationships, we are well-positioned to support operators and B2B suppliers entering the Finnish market. We can offer comprehensive guidance not only on compliance and licensing, but also on navigating strategic challenges, ensuring our clients are well-prepared for a dynamic and shifting legal landscape. Our proactive approach enables us to identify regulatory changes early and help clients stay ahead of industry developments.
The post Navigating Legal Frontiers: Nordic Legal’s Vision for the Finnish Gambling Market appeared first on European Gaming Industry News.
Interviews
Exclusive Q&A With Bar Konson, Chief Business Development Officer at NuxGame

Online casinos are in a race to meet the growing demands of players, but many operators are being left behind. Slow payment systems, high transaction fees, and outdated software are limiting growth and hurting the player experience. But with the right tools, operators can break free from these limitations and create fluid, player-first experiences.
Bar Konson, Chief Business Development Officer at NuxGame, offers solutions that many operators have been waiting for. With NuxGame’s crypto-ready turnkey platform, operators can quickly solve common issues and roll out future-forward digital casinos that appeal to modern players. The crypto market is growing fast, with an expected $5 billion by 2030. Find out in this interview how making the most of crypto can take your casino to the next level and leave competitors behind.
The impact of crypto in iGaming is undeniable. Bar, do you believe Bitcoin is here to stay, or are we just seeing the beginning of a temporary trend?
The truth is, Bitcoin and crypto are here to stay, and it’s not just a “cool new thing” for players. They offer fast transactions, more security, and a level of transparency that players are increasingly looking for. The iGaming scene is modernizing, and those who aren’t adopting crypto solutions are definitely going to fall behind. You don’t want to watch everyone else pass you by.
So how does NuxGame support the crypto trend? What makes your platform stand out in this fast paced environment?
At NuxGame, we’re not simply handing over a crypto solution and calling it a day. We provide a fully integrated crypto casino software solution that supports multiple cryptocurrencies, but more importantly, we’re here for you every step of the way. Our customer service managers understand that each operator has unique priorities, so we work closely with you to make sure that everything works exactly the way you want it. The dashboard shows everything in real-time, while players get quicker transactions and a better overall game. And the best part is that you’re not left alone with the system integration. Our team is always ready to make your operations work exactly how you want.
I know you’ve got a lot of experience with turnkey solutions. What makes NuxGame’s turnkey casino solution a perfect fit for operators looking to add crypto into their business?
The whole idea behind a turnkey casino solution is to give operators everything they need to go live as soon as possible. When you add crypto, that means offering everything from crypto-friendly payment systems to blockchain-backed gaming for transparency and security. But the important part is that it’s not merely about putting a “crypto” label on your website and leaving it at that. We provide full integration with multi-coin support, crypto bonuses, and even real-time analytics. For operators, it’s the peace of mind that comes with knowing that upon making the switch, everything works — and it works fast. No waiting, no stress, just a revenue-boosting crypto experience. And you’ll be seeing profits in no time. Because you’ll get the tools to start engaging players immediately.
Bar, let’s talk about the notable transition from traditional casinos to online. Are operators who come from land-based casinos jumping on the crypto train? How are they adapting?
Absolutely! A lot of traditional operators are taking their first steps into the online scene and realizing crypto’s impact in it all. They already have local brand recognition, and now it’s time to take that trust and build it online. The great thing is, with crypto, they don’t have to worry about those annoying international payment delays or high fees. We help them adapt without the growing pains, offering localization for both payments and content. It’s basically taking what they already know and applying it to the online space: no need to rebuild everything. You’ve got your brand and audience — now let us help you go digital. It’s that easy.
One last thing: with all the changes happening in the iGaming space, especially with the crypto’s growing presence, what do you think operators should be focusing on in 2025?
2025 is all about speed and adaptability. Markets are moving at record pace, and operators who are stuck in the “perfect platform” mentality are going to miss the boat. Players expect fast, secure experiences, and with crypto, that’s what they get. But to keep up, operators need to launch fast, learn fast, and be ready to grow quickly. That means not over-complicating things: you don’t need to build from zero when you’ve got the right tools. With platforms like ours, operators can quickly adapt to trends, integrate new features, and focus on what really matters: delivering a fantastic player experience. The market’s moving, and those who move with it are the ones who win.
The post Exclusive Q&A With Bar Konson, Chief Business Development Officer at NuxGame appeared first on European Gaming Industry News.
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