Interviews
“BetGames is a great acquisition tool for new players” – Exclusive interview with BetGames.TV Head of Sales
Having proven itself as one of 2020’s standout industry performers, BetGames has not been one to rest on its laurels in the first six months of 2021, launching a host revamped games, as well as establishing its Malta hub with plans to take the company from 100 to 300 team members by the end of the year.
We caught up with BetGames’ Head of Sales, Thomas Aigner, to talk through the studio’s latest moves and plans for continued global expansion.
Looking back at the last six months for European markets, how can we assess performance and what we’ve seen as an industry?
There’s been two main stand-outs that we’ve witnessed: the increasing player preference for low-stakes entertainment and the popularity of live gaming generally as a remedy for quarantine. As lockdowns have continued in the first half of this year, our games have retained a wealth of players since we intrinsically attract a lower spend with far more regular play – as well a fixed-odds betting format that has ensured we’re a welcome home for sportsbook customers looking to try something new.
In light of what has been effectively an ongoing recession, we’ve also learned that the key to player engagement is a low-spend proposition without the risk of big losses, combined with simplicity in gameplay and the high-frequency in sessions. Given that the majority of players the world over have been observing social isolation, this makes perfect sense – with a strong preference for pick-up-and-play products that offer live entertainment for hours without emptying their wallet. The live experience has been a well-placed antidote to the seclusion that many have experienced over the last 12 months or so.
I think one of the biggest lessons learned has been that diversification is imperative. Pre-Covid, we’d expect operators to be focusing up to 70% of their spend on promoting sports and little else. Those who continued with that approach through 2020 and indeed, the first six months of this year, given the lack of retail environments in Europe, have really felt the pinch.
Moving forward, there needs to be far more focus on alternatives such as ours, as we’ve clearly learned that sports fans are unaccustomed to the majority of casino, or indeed the playing format available, even with Live Casino. It is essential that suppliers take onboard the lessons learned from betting activity, especially when it comes to providing the low-spend, extended sessions that have proven to work so well, and adapt accordingly.
When it comes to BetGames, what regions have been key in Europe so far? Where have you been focusing your energy?
Europe is an incredibly diverse continent when it comes to playing styles, and the BetGames customer certainly varies between markets. On the whole, we attract sports bettors, which is particularly the case in Eastern Europe, where we know that 70-80% of our returning customers are sports fans – and this is one way we really differentiate ourselves as a supplier against our competitors.
For mature markets, such as Scandinavia and the UK, products such as Bet on Poker have performed particularly well, as they offer a playing format that resonates very strongly with players, delivering a winning combination of both poker, which is a continental favourite, alongside the fixed-odds betting format we are famous for.
Looking to new entrances, expansion in Greece, Sweden, Switzerland, Finland, Ukraine and Georgia are top of the agenda for us, with this summer’s sporting calendar likely to give a welcome boost for all. Having said that, we’re aware that is hard to bring in new game types that can resonate with established players – this requires significant time and resources. We’ve revamped our commercial department accordingly to handle both expansion and our existing partners, which means we have close to triple the resources from last year to have the helping hands in place to support the day-to-day.
As has been evident from many of our recently agreed partnerships, We’re set to work together on pushing and promoting our products with the operator group, dedicating a separate category for our games. This kind of approach will be particularly effective as we differ from traditional Live Dealer and Live Casino Games – which means our target demographic is different. This means that together we can focus on particular player segments that we can engage and retain.
Tell us about the launch of your Malta Hub – that’s certainly big news for BetGames – that must be big news for your recruitment plans?
To keep pace with our rapid recent growth, we realised that we had to expand our capacity and we’re planning to greatly increase our headcount. Opening the Malta office was a logical step in that roadmap, not only to cater for the extra bodies but also to position ourselves closer to the heart of the igaming industry.
Looking at the numbers, we have incredibly ambitious plans to increase our 200-strong team by more than 50%, with our Malta hub ready to provide a platform for attracting the best of the industry’s talent. It will also be a hugely convenient place to meet our clients and friends, and while we understand the way that businesses and people have evolved in the last 12 months, we recognise the need to have that base where our colleagues can be inspired and productive – offering a home, a meeting place, and a space where we can collaborate and innovate.
The long-term strategy we’re currently on course with is set to change our operations as we know them. By planting our flag in Malta, I see it as an excellent chance to transform the company to a new level of growth that will help us to increase in size and revolutionise the way we deliver service to our partners.
When looking at Europe – how would summarise the changing trends of player demand? What products do you plan to offer accordingly?
Increased regulation in Europe is also going to have plenty of influence on shaping player demand over the year ahead. In my view, the key to success if going to be offering regulation-friendly, low-stakes, simple and easy extended entertainment that can keep players engaged without emptying their wallet.
Economic circumstances (as well as lockdowns) demand this – and players want an easily accessible experience that can be enjoyed in a low-spend format. This is especially going to be the case this summer – and our approach is to always offer complementary products that can boost engagement and sportsbook spend, rather than drain it.
BetGames is a great acquisition tool for new players – while also broadening the target group for live content because of the simplicity and availability of content, odds and betslip format, attracting sports bettors. Accordingly, our partners need content that can fit in seamlessly alongside a sports betting offering, and we’ve specifically designed our catalogue to work in this way. Sports betting margins will always be inherently higher for operators as they don’t carry the cost of using a third-party, making us one of the few suppliers globally that can truly offer a partnership that can boost both sides of the coin.
Last but not least – where are the key markets in Europe for growth our readers should be watching over the next 12 months? Where has BetGames got its eye on?
We’ve got our eye firmly fixed on Greece at the moment, as already mentioned, but looking further afield, Sweden, Switzerland, Finland, Brazil, Ukraine and Georgia are other territories that we see plenty of potential in, as I’m sure most of our fellow European suppliers and operators see too.
In evaluating where’s best for us, there’s a host of regulated markets available and we’ve got to make sure that we’re entering the regions best suited to us and our portfolio. We’ve significantly changed our assessment criteria to make it a far more comprehensive process to apply due diligence. This means that we’ve now got our own taskforce dedicated to performing key market analysis with a criteria that encompasses both qualitative and quantitative data. This now totals 14 different key factors that we analyse to work out where our products will work best – and we’re very excited for the bringing our unique catalogue to more players than ever before!
Q: Gaming Corps has just released its latest slot game called Gates of Hellfire. Tell us how it works and what its standout features are.
The Gaming Corps team prides itself on our innovative approach to slot development, which is exactly what we’ve delivered with Gates of Hellfire.
It’s a slot that’s unlike any other. I say that because it uses a unique payment system, requiring players to battle various demon enemies on the reels to secure wins, for a maximum prize of 5,000x the player’s stake.
We have prizes that can only be collected if the player gathers specific weapons that eliminate the enemies – and in doing so, they collect their prizes.
The objective is to land an enemy on the grid, while simultaneously landing a weapon to destroy that enemy. For example, shotguns are the weakest weapon but will kill the lowest-valued enemy.
Then, as the game progresses, players will see different weapons with different attributes that will cause various types of damage and have different radii of destruction that will affect the grid.
Gates of Hellfire offers a thrilling and groundbreaking way for players to collect prizes. To put it another way, there’s simply nothing quite like it on the market.
Q: Where did the name Gates of Hellfire come from, and what is the thinking behind giving this slot the feel of a video game? Why will this appeal to the market?
Gates of Hellfire is a battle of Good vs Evil played out across a slot-machine grid, a sort of demonic fantasy sci-fi epic that’s a battle between Good and Evil.
We decided to have this as the theme and then the name came quickly after that.
And yes, the game is heavily influenced by shoot ’em-up video games. We took established mechanics for the millennial generation and merged them with an innovative version of a classic mechanic and themes that will induce nostalgia among our players.
We think the results will appeal to both traditional players who played video games in their youth, as well as delight a millennial generation looking for the latest and best features in their slot entertainment experiences.
Q: Are you focusing on gamification with this slot, rather than just trying to deliver a traditional slot experience?
Collection mechanics have become immensely popular with slot players in recent years, and with Gates of Hellfire we have reimagined these mechanics to offer players something unique.
People want more nowadays, the simplicity of traditional slots doesn’t deliver enough entertainment any more. Players want to be reminded of video games or the social games they play on their phones.
Gates of Hellfire is an example of how modern slots are now influenced by video games.
It’s got a lot of action but it’s still recognizably a slot machine, with the same functionality but different reward mechanisms that will remind the player of a video game.
Q: Does Gaming Corps believe mixing slots and video gaming will appeal to players?
We aim to give players captivating gameplay experiences they can’t find anywhere else.
You must offer features that connect with players if you want to attract them and then keep them coming back. There’s a lot of choice out there so you need something special to retain their loyalty and interest.
That’s why we mixed things up and offer elements of more than one type of entertainment experience.
We see animations as extremely important because they build suspense and are another way of capturing the player’s attention.
Sound is an important component too, which is why we design the music and sound effects early on so they create an appropriate atmosphere.
All these elements are used to make the slower parts of the game more exciting, and the exciting parts become truly memorable.
Q: What factors will determine whether this release is a success for Gaming Corps, and what do you aim for when you release a game onto the market?
With Gates of Hellfire and all our other slots, we’ll start gauging its impact by paying attention to the standard statistics for slots, such as player retention rate and what LTV and ROI the game offers operators.
But those aren’t the only metrics we follow. Feedback is really important to us, both from players and operators, and we’ll take that on board when we come to launch our next release.
The best thing you can do when you release any game is to have people talking about it, generating a buzz about an exciting new release.
It’s hard to achieve all the time, but we think we’ve done just that with Gates of Hellfire.
We’re already working on sequels and further iterations for it, so things are hotting up very nicely for our latest slot game right now.
Playing with hellfire has never looked so good.
The post Gates of Hellfire Q&A with Connor Blinman, Head of Games at Gaming Corps appeared first on European Gaming Industry News.
Congratulations on becoming the exclusive pricing and risk management supplier for Racing1 Markets. How important is this partnership for Pythia Sports?
This is a major milestone for us, and cements our position as a key racing innovation partner. This agreement sets us apart from our competition in the space, because we’re directly partnered with the four major rights holders in horse racing, which reinforces our position as a trusted partner. Horse racing is still a massive revenue driver for sportsbooks, often second only to soccer, and for one of our clients, regularly their highest trading volume sport. Offering an exciting and engaging experience for our customers is key and through the use of our new plug-and-play iFrame, running alongside our API integration, this new partnership will deliver a tier-one racing product for all our clients. These different delivery routes allow clients the flexibility to choose what best suits their needs for a horse racing and greyhounds solution.
Can you tell us a bit about how the overall Racing1 and Racing1 Markets alliance works and what Pythia’s role in it is?
Racing1 was put together by the four main global rights holders; 1/ST Content, Arena Racing Company [ARC], Racecourse Media Group (RMG), and Tabcorp. Those companies formed an alliance to consolidate their rights and deliver their content together internationally. Racing1 then agrees distribution deals for their content around the world.
Racing1 Markets is a fully outsourced racing solution, and Pythia is the risk management component of the partnership. When you combine Racing1’s core content package and Pythia’s racing solution, operators have a product that gives access to all the rights from those four rights holders, along with our pricing and risk management services, uniquely and exclusively via just 1 contract and 1 integration – making it the only one-stop shop solution on the market.
Did you have an existing relationship with ARC before the launch of Racing1 Markets? If so, how has that changed?
Yes, we have a long-standing relationship with ARC. The rebrand simplifies it so that it’s clear to operators they can find everything under one roof.
All the rights are now being packaged into one integration. That means sportsbooks don’t have to go and speak to each rights holder individually. They can simply speak to Racing1 and can then have a fully-packaged racing operation ready to go.
How does this tie in with Pythia Sports’ ambitions as a company this year?
We have very big ambitions this year and this is certainly the first step towards achieving those. Ideally, we want to take the product to as many partners as possible. We now have the iFrame solution, which is new for us and makes the integration process smoother and quicker for those with no front end solution for horse racing. We’re in the middle of exploring lots of exciting partnerships right now, and we should be in a position to announce those in the not-too-distant future, so watch this space.
What makes Pythia Sports’ pricing and risk management stand out above similar solutions in the market?
We’ve always been known for our specific expertise in the fields of horse racing and greyhound racing. We’ve been delivering healthy margins to operators as a B2B supplier for more than five years now but as a business we have experience that spans decades. In my opinion, our pricing algorithms are the strongest in the market, and we also want to make sure we offer the best customer experience. We’re excited to introduce several additions to our offering in 2025 and look forward to showcasing them to our current and potential partners throughout the year.
What are some current trends that Pythia Sports should be aware of?
We’ve witnessed the growth in revenue that our award-winning in-play product has been able to bring to the industry, and we’re excited to build on that growth, not just with additional markets, but also with greater on-screen content to support the in-play experience and make it easier for customers to make judgements during the race.
Following that theme, we’re focused on a mantra to “simplify and inform” across our product offering. Racing can be a challenging problem for customers to solve, so we want to place all the information at their fingertips. Early this year, in both greyhounds and horse racing, we’ll be rolling out enhanced form guides by aggregating race history into useful stats, badges and comments, while giving customers better data on which to make informed betting decisions.
SGP and Bet Builders have grown turnover and profitability in many sports, and our new Bet Builder product will be launching this year too. This will offer new opportunities for growth, both for avid fans, who can construct a bet based on exactly how they see a race playing out; through to more recreational bettors, who want the opportunity to win big from smaller stakes. That will work hand in hand with our enhanced form, highlighting market trends and opportunities in real time, and allowing bettors to really build a bet for any narrative.
How was exhibiting at ICE 2025 for Pythia Sports?
This year was the first time we’ve had a stand as part of Racing1, which was a great experience. As part of Racing1 Markets, we are the only provider to offer the complete package of data, risk management services and media rights, in just 1 contract and 1 integration. That is our USP and ICE provided the perfect setting for us to be able to discuss that. The interest in horse racing was as high as it has ever been, and there remains a global appetite for it among companies who clearly appreciate its importance as a product.
The post Pythia Sports Stephen Davison on the crucial role of risk management for Racing1 Markets appeared first on European Gaming Industry News.
Nik Robinson, CEO, at Big Time Gaming, says the most successful slots combine masterful storytelling and innovative mechanics to deliver gameplay that is meaningful and memorable.
Just how difficult is it for a studio to constantly innovate and bring new player experiences to the market?
For us at Big Time Gaming, it’s second nature. Innovation is in our DNA – it’s what we do and what we’re known for. For years, we’ve set the industry benchmark, not only through iconic game mechanics like Megaways™, Megapays™, and Win Exchange™, but also by pairing them with immersive storytelling to deliver truly memorable gameplay. Our passion for pushing boundaries has allowed us to craft experiences that resonate with players worldwide. We don’t just create slots; we create games that hit differently – combining bold ideas, pioneering mechanics, and engaging narratives. This focus has led to some of the most beloved and successful slots in the market today like Bonanza, Lil Devil, Danger High Voltage, Who wants to be a MillionaireTM.
Looking ahead, we’re not slowing down. With a pipeline packed full of groundbreaking mechanics and fresh takes on interactivity and engagement, we’ll continue to raise the bar for what players can expect from their gaming experiences from Big Time Gaming, as innovation isn’t just part of the process – it’s the heart of who we are.
Are mechanics alone enough to ensure the success of a game? Or do mechanics and theme/design need to work together in harmony?
Mechanics and theme are the beating heart of any truly successful slot, and when they work together seamlessly, magic happens.
Players don’t just want games, they crave experiences, and this means games need to have innovative mechanics that serve a purpose, driving the narrative forward and pulling players deeper into a world they want to explore. It’s about creating a world where every spin contributes to an unfolding narrative that players want to be a part of. The combination of the right theme and mechanics makes the gameplay more meaningful and memorable – certainly more so than hitting “spin” on a standard 4 x 4 slot. A truly successful slot is the complete package, and this means a thrilling, immersive experience that players don’t just play but feel. This is what makes them hit spin again and again, not just to win but to see what happens next.
Its why our games from Who Wants To Be A Millionaire MegapaysTM , Golden Goose MegawaysTM too Bonanza Falls and Danger High Voltage 2 that features MegadozerTM mechanics, stand out! We craft worlds where gameplay, mechanics, narratives and music merge to deliver excitement, anticipation, that turns a slot into a hit – not just a game but an experience players come back to, time after time.
Can you talk us through some of the new mechanics you’ll be debuting in 2025?
Our first big releases in 2025 are Max Megaways 3, Big Bucks Deluxe, Crystal Towers and Castle of Terror 2, , with each showcasing new features and mechanics. Big Bucks Deluxe has been designed to evoke the opulence of high-stakes gaming and debuts our MegapotsTM mechanic to deliver colossal wins. In this game, MegapotsTM is combined with the Hold & Spin mechanic to reveal massive prizes, multipliers or MegapotsTM icons. Crystal Towers is powered by a first-of-its-kind real-time 3D engine technology that will set the benchmark for immersive gameplay. It also features a unique mechanic where winning clusters on the tower connect seamlessly around multiple sides of the gameboard to provide constantly transforming gameplay – imagine the thrill of a Rubik’s Cube fused with the sparkle of a crystal-matching symbol game brought to life in vivid 3D.
How will you combine these mechanics with the game theme, design and sound?
For me, the personalisation and potential for storytelling are two of the most exciting areas of slot development to further explore. By blending gripping narratives with cutting-edge mechanics and technology, we can create truly memorable games. Take our Max Megaways series, for example – the third instalment of the franchise, Max Megaways 3, sees players join Max on his most daring mission yet – deep in the icy mountains with Northen lights. The theme, design, and sound pull you into this world, making every spin feel like part of a high-stakes spy thriller. The game builds on proven mechanics like Megadozer™, the epic coin-dropping feature that unlocks spectacular rewards, and takes it to the next level! In Free Spins, Megadozer™ coins become the vehicle for Max’s arsenal of bonuses, creating thrilling new opportunities as different bonuses interact on the dozer. Every round of Free Spins feels fresh, unpredictable, and packed with excitement!
As well as mastering game mechanics, you set the standard for franchise and sequel slots. The second album is always the hardest, so how have you cracked the code with these games?
Launching a follow-up slot, as we have recently done with Danger High Voltage II, is no easy feat. You need to build on the original experience offered by the game, keeping true to the theme and gameplay, while also bringing in new elements. If you mimic the original too much, it won’t excite players but stray too far away from the core experience and there will be a significant disconnect. With Danger High Voltage II, we reimagined the visuals and mechanics, using MegawaysTM as the engine to bring massive win potential with up to 117,649 ways to win. We also took risks, adding in our new MegadozerTM mechanic as well as two entirely new free spins features – Fire in the Disco! and Danger Danger!! which were meticulously tested to ensure they brought the right blend of fun and volatility. The result is a very different game from the original but that still has a strong connection to the first game through the theme and of course the iconic song from Electric Six.
How will Big Time Gaming be providing more memorable player moments in 2025?
In 2025, our focus is to continue to lead in innovation. By staying true to our mission of pushing boundaries, we’ll create compelling player experiences with fun themes, captivating stories, and smart mechanics that deliver unforgettable gameplay, spin after spin. Our pioneering work on real-time 3D engine technology will signal a new era of immersive gameplay. The new game mechanics we’ll be rolling out that will redefine interactive experiences, across the entire gaming industry. We have some incredible games lined up for 2025, so watch this space.
The post Creating memorable moments appeared first on European Gaming Industry News.
Week 5/2025 slot games releases
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Exclusive Interview with Miklos Handa (Founder of the email marketing solutions, “MailMike.net”), speaker at Vienna International Gaming Expo 2018
