Interviews
The convergence of gambling and video gaming – better together?
An increasing number of industry titans in recent years have moved into video games and many video game outfits have turned their eye to offering ‘gambling’ elements within games. With these moves and the rise of social/mobile gaming bringing these industries closer to traditional gambling and igaming, what is there to be learned from this growing convergence? Andy Sekula, Head of Games at Kalamba and Vladimir Malakchi, CCO at Evoplay offer their thoughts.
Has the global video game boom influenced the design and development of today’s games? Gamification has been a focus for iGaming developers for some time, has this been driven by the rise in video game popularity?
Andy Sekula: There has been a lot of work invested in video game development over the years in regards to all sorts of progression and collection mechanics, with the ultimate goal being to reward players for specific behaviours. The primary goal for that industry is essentially the same as ours – to entertain and engage – and to that end, we can learn from video games just as we can from other products and services that compete for leisure spend such as movie streaming platforms like Netflix.
While the nature of certain AAA video games is sometimes significantly larger in scope – think Grand Theft Auto, for example – the same principles of attracting, engaging and retaining players remains and is in a sense more difficult for iGaming studios as we have to pack the same amount of involvement into a product that is smaller in scale and by nature is shorter in terms of average playing sessions. Despite this, many slots are now a world apart from what was produced 10 or even five years ago and highlight the creative talent our industry possesses.
Vladimir Malkachi: When it comes to popular culture, the video game industry is no doubt one of the most influential verticals, especially gambling, as both gaming and gambling belong to the same concept of entertainment, where audiences from both worlds intersect with each other. After all – the convergence is obvious – both video game and casino players seek the same goals – fun and gaming. However, those who choose gambling games also want to experience the thrill of betting, which offers a whole new dimension.
From a technological point of view, iGaming companies continue to follow the video game industry and adopt their solutions, such as development, game engines, features, graphics, and sound to create an experience similar to the one seen in the video game world. Casino and video game developers also take a similar approach to storylines – they search for innovative, creative, and exciting themes that can provide a fresh and immersive experience to players. iGaming has also inherited the trend of in-game purchases, such as shops and loot boxes, a vivid example of this is the bonus buy feature you see in several casino titles these days – which again shows how much the verticals are converging.
In general, the video game industry is a trendsetter and a source of ideas and inspiration to those within the iGaming space. It attracts both Millennials and Gen Z players, who share many audiences and demographics with many gambling brands.
Licensed games, chosen correctly, can be valuable investments for studios. We have already seen classic video game IPs feature in some slot titles in the past – is this something that can be leveraged further? Must it be something more than just window dressing?
AS: This is quite a tricky thing to do well and there haven’t been too many successful examples of IPs moving from the video gaming world to slot games. Whether this relative lack of success so far is the reason why it hasn’t been leveraged more, I’m not sure.
Done right, I can see some potential in classic universal IPs like PacMan or Donkey Kong but for more modern brands such as the likes of Pokemon, you wouldn’t see it appear in slots until it’s not resonating with a younger audience anymore and when the generations that played the original game are old enough to play video slots, such as with Space Invaders or Street Fighter II.
VM: It’s always exciting when the audiences of two popular brands merge together into one type of entertainment – especially when it comes to something from the wider cultural world being integrated into iGaming.
As well as attracting wider audiences from the outside world, it certainly benefits game providers, giving them a larger media presence and in turn creating wider interest from the outside world, which is especially beneficial if you’re a listed company and as a consequence, as it can directly affect your company’s profitability and volume.
However, alongside the benefits that can be achieved by securing brand rights with third parties, we do need to take costs into account. The average royalty to be paid off to the contractor is 3-15% of the GGR, with joint approval needed from both sides, which can certainly affect the potential for a partnership, and indeed the bottom line.
Saying this though, the benefits usually outweigh the costs, and I’m sure we will see more deals of this type in the future, but considering everything mentioned above, it might not be for everyone, especially those who are just entering and establishing themselves on the market. The key, as always, is identifying your audience and followers and creating a gaming experience that resonates with their values.
Betting on people playing games (esports) has for some time proven hugely successful. What impact has this had and could have going forward, on traditional gambling as a whole?
AS: Betting on outcomes, as we’ve seen with traditional sports betting, has been around long before esports (or even electricity!) appeared, but now it’s established, esports is an ideal focus for sportsbooks since there’s a lot of both skill and luck (randomness) involved – so its a perfect vehicle for evolving the betting industry. I think given the different demographic that we see watching and being involved with esports, there’s the prospect of opening up igaming and betting industry offerings. This would mean the emergence of a whole new sector of players/bettors and consequently the potential for new styles of games/experiences to suit. It will be interesting to watch it evolve.
VM: Without a doubt, the implementation of gaming-inspired features into casino products can significantly expand what’s on offer, and as a consequence, attract new players. This is especially the case when it comes to the spirit of fixed odds and sports betting, and when incorporated into gaming titles, can help go a long way to reaching sports betting fans who might want to give gaming a try.
In our view, instant games are among the best examples of how this approach can be carried out. Players can choose types of bets, which provides them with a gambling experience similar to betting on sports, which in turn makes them feel right at home without any major learning curve required to start playing a game.
The value of such products was analysed heavily during 2020 when sports events were canceled, and bettors needed to find a substitution for the hobby they used to entertain themselves with. Subsequently the adoption of betting mechanics in casino games’ introduced casino brands to the sports betting market and simultaneously covered its audience’s demand – we’ve seen the success it has had during the last two years, and there’s no reason for that not to continue even with sports back, as we are entering a new era of gaming where such transitions are far easier than before.
A recent study declared that video gamers are up to 4.5 times more likely to participate in betting and igaming. How can this new demographic of potential players be best approached?
AS: To some extent, this could be two things: being literate with technology and already being introduced to the concept of gambling (like gatcha boxes) and competition (leaderboards) that they have already been exposed to and are experienced in. Or maybe it’s more about the preference for electronic entertainment (deemed the ‘spiritual opium’ by Beijing regulators). Either way, it’s another sector of players for us to understand and to do our best to accommodate.
VM: As we’ve mentioned, there’s plenty of intersection when it comes to audiences and demographics, as at the end of the day, all users are after one thing – entertainment. This means that everything starts with a product that can both encompass and be adapted to players’ usual patterns of expectations for the gaming experience. It is evident that both video gamers and sports betting fans have their own preference – gamers especially look for a storyline, strong characters, and a clearly-defined challenge – while sports bettors will always gravitate towards ‘live events’ and the thrill of taking on the ‘house’.
In line with this – when robust analytics of audiences and demographics are applied, companies can learn where users can be found and the methods behind attracting them through specific messaging and themes. This requires analytics-based marketing, as well as creative and technological solutions, which will of course vary across product type and the desired outcome.
Online, social gaming is a place where many gamers meet up, forge friendships and communities – to what extent can this be mirrored within igaming?
AS: Basically, a brick and mortar casino creates an environment where players can gamble in a social setting, which additionally reinforces many emotions. This can be, to some extent, recreated within the live casino vertical, where people chat and bet on the outcomes of the casino games and their variations in real-time. We can also see some efforts being made in order to make slot games more of a social experience, where people can not only watch and chat with the streamer but can also bet with them. There’s great potential for experiences like this to be developed.
VM: Socialisation is an established concept in the video game industry, where multiplayer gaming has almost become a must-have offering and certainly has become an event that players expect when certain games are released. A wide variety of platforms designed for communication between players is key to making this happen – with forums, chats, and online communities allowing gamers to interact with each other.
Steam set the trend for socialisation in the gaming vertical, providing an opportunity for players to discuss games, share their opinions and give recommendations. Twitch has continued this trend, as well as attracting gambling streamers, once again demonstrating how the two audiences often intersect. The content on Twitch attracted fans of casino games, which gave rise to the communication between gamblers.
Today, the social aspect of gambling continues to grow, which will no doubt continue to see growth continue given the demand. The pandemic and insufficient levels of communication due to lockdowns have only enhanced the demand for socialisation within iGaming, as it’s become quite apparent that modern players seek to exchange their playing experience.
Interviews
Rewarded User Acquisition: Transforming Mobile Gaming with James Crabb, Head of Gaming Partnerships at Almedia
Introduction:
In the rapidly evolving world of mobile gaming, innovation is the key to staying ahead. Rewarded User Acquisition (UA) is emerging as a game-changing strategy, enabling developers to attract and retain players by incentivizing engagement. At the forefront of this movement is James Crabb, Head of Gaming Partnerships at Almedia, a leader in Rewarded UA through platforms like Freecash. With over a decade of experience in mobile gaming and partnerships with major titles, James provides invaluable insights into the potential and challenges of Rewarded UA, the shifting landscape of the mobile games industry, and trends shaping the future.
Rewarded UA: Transforming Mobile Gaming Engagement – An Interview with James Crabb, Head of Gaming Partnerships at Almedia
Can you describe Rewarded UA to our readers?
Rewarded User Acquisition is a marketing strategy commonly used in mobile app and game development. It involves incentivizing users with rewards like Amazon or Google Play vouchers for engaging with an app or game. This approach not only increases engagement but also helps developers acquire high-quality users more likely to make in-app purchases or interact with ads. Platforms like Freecash excel at scaling this model without relying on third-party networks, creating a frictionless experience for studios.
“The key to success in Rewarded UA,” James explains, “is continuously testing different rewards and strategies, adding deeper-level events to maintain user engagement and maximize outcomes.”
What is your career background?
With over 13 years in the mobile gaming space, James started his journey at Kabam, working on the successful Kingdoms of Camelot: Battle for the North. He has since held pivotal roles at renowned studios like Outfit7 (My Talking Tom), Huuuge Games (Huuuge Casino), and Wargaming (World of Tanks, World of Warships). Recently, he ventured into the web3 space with MoonGaming (Medieval Empires).
James joined Almedia nine months ago, diving deep into Rewarded UA through the Freecash platform. “We’ve seen tremendous growth as developers realize how scalable our audience is,” he shares.
How do developers benefit from giving away cash?
“The idea that developers are ‘giving away cash’ is a misconception,” James explains. Instead, developers pay a cost per install (CPI) to platforms like Freecash. This investment is structured to drive user engagement with short-, mid-, and long-term activities. As players progress through challenging levels motivated by rewards, developers monetize through in-app purchases and ad engagement.
By carefully designing reward structures, developers ensure they acquire users who remain invested and engaged in their games while generating revenue.
Why is Rewarded UA growing?
Traditional UA channels have become competitive, expensive, and difficult to scale, especially after privacy regulations like Apple’s App Tracking Transparency. Rewarded UA, by contrast, bypasses these challenges, offering direct access to users keen to engage with games and earn rewards.
James notes, “Rewarded UA platforms provide an invaluable alternative, especially for studios looking to scale effectively amidst increasing privacy constraints.”
You’re based in Berlin; how is the mobile games industry performing locally?
Berlin continues to thrive as a gaming hub with notable studios like Wooga, Wargaming Mobile, and Ubisoft’s Kolibri Games. It also fosters a vibrant ecosystem of newer studios such as TrailMix, Metacore, and Playflux. “The city’s talent pool spans developers, producers, designers, and marketing specialists, all supporting the local industry,” James says.
What are some common misconceptions about ‘Rewarded UA’?
Many in the industry still equate Rewarded UA with the outdated concept of incentivized traffic, which focused on boosting app store rankings without delivering quality users.
James points out that modern Rewarded UA is far more sophisticated. “Platforms like Freecash are delivering measurable results for studios like Plarium, where new user registrations rose by 30%, and the lifetime value (LTV) of users was 20% higher compared to other channels.”
While the model is powerful, James emphasizes the importance of anti-fraud measures to maintain trust and quality.
At Almedia, you lead gaming partnerships. How do you approach building connections in the games industry?
“The gaming industry is incredibly well-connected, so we focus on building relationships for the long term,” James explains. Events play a significant role in fostering these connections, and maintaining authenticity in conversations is key. “Don’t treat discussions as transactions; view them as opportunities to build meaningful partnerships.”
As we look toward 2025, what industry trends are on your radar?
James predicts a more equitable and accessible mobile games industry, driven by policy changes like Epic’s court victory against Google. Additionally, he foresees a surge in user-generated content (UGC), with platforms like Roblox and Unreal Editor for Fortnite paving the way for new creative opportunities.
“Increased payouts to creators and emerging platforms to support UGC will be a significant trend,” he adds.
Conclusion
Rewarded UA is reshaping mobile gaming, providing scalable and effective user acquisition strategies while enhancing the gaming experience. With industry leaders like James Crabb championing innovative approaches, the future of mobile gaming looks brighter than ever. From advancements in Rewarded UA to new opportunities in UGC, developers have much to look forward to as the gaming landscape evolves.
The post Rewarded User Acquisition: Transforming Mobile Gaming with James Crabb, Head of Gaming Partnerships at Almedia appeared first on European Gaming Industry News.
Interviews
FTDx Wins Xanada Startup Contest: Unlocking Untapped iGaming Traffic with Innovative Monetization Solutions
Recently, Xanada Investments announced FTDx as the winner of this year’s Xanada Startup Contest, an investment initiative of the fund. FTDx has demonstrated outstanding innovation in traffic monetization within the gambling industry, earning them the top spot.
In the interview below, Vladimir Malakchi, the CEO and Managing Partner of Xanada Investments, and Björn Nilsson, CEO and co-founder of FTDx, share their perspectives on this achievement and what lies ahead.
Vladimir Malakchi, CEO and Managing partner at Xanada Investments:
What were your overall impressions of this year’s Xanada Startup Contest participants, and why did you choose FTDX as the winner? What key factors stood out about their solution that aligned with Xanada Investments’ vision?”
VM: This year’s Xanada Startup Contest had nearly 250 applications from all over the world. The range of ideas was incredible, everything from gamification to AI-driven user engagement. What made FTDx stand out was how practical and impactful their solution is. They’ve tackled a big issue in iGaming, what to do with traffic that doesn’t convert because it’s from regions operators usually ignore. Their system turns that missed opportunity into real revenue while also encouraging first-time deposits.
We loved how FTDx backed up their idea with real numbers and a solid strategy. They’re not just solving a problem; they’re doing it in a way that scales and adds value for operators. That’s exactly the kind of project we look for at Xanada Investments-solutions that deliver results and create meaningful change in the industry.
Xanada Investments has a history of backing scalable solutions. How do you assess the scalability of FTDX’s technology, and what competitive advantage do you believe this gives them over other monetization platforms in the market?
VM: At Xanada Investments, scalability is a key factor in evaluating projects, and FTDx has shown a strong foundation for growth with its lightweight, adaptable platform. Its seamless integration with operators’ systems and focus on real-time revenue generation make it ideal for scaling across regions, especially in today’s fast-moving digital landscape.
FTDx’s major advantage is efficiency,it captures value from active users during live sessions, reducing the need for costly re-engagement strategies. This cost-effective approach works well in markets with varying tech infrastructure, including those with high mobile traffic but limited resources, enabling FTDx to tap into a wider audience.
The platform’s data-driven design supports continual optimization, allowing operators to refine strategies based on real-time insights. This adaptability keeps FTDx competitive in a rapidly evolving industry. Overall, FTDx’s scalable and proactive monetization tools provide operators with a reliable solution for driving revenue in diverse global markets.
Looking ahead, how do you envision FTDX evolving with the support of Xanada Investments? What role does their team’s expertise play in ensuring the successful execution of these growth plans?
VM: With Xanada’s support, FTDx is well-positioned to expand its reach and develop its platform to meet the growing demands of the iGaming sector. Our resources and strategic network will provide FTDx with the connections and insights needed to enter new markets, particularly in regions like Europe and Latin America, where demand for gamified, real-time engagement solutions is on the rise. Xanada’s role will not only be financial but also advisory-we’ll work closely with FTDx to refine their approach and scale their operations effectively.
The expertise within the FTDx team is a major asset in executing these growth plans. Their background in data analytics and monetization strategies means they have a clear understanding of the market’s demands and a precise approach to addressing them. This technical and strategic expertise allows them to develop solutions that are not only innovative but also grounded in practical applications. Their ability to anticipate and adapt to industry trends is a valuable strength, ensuring they can keep up with evolving customer expectations and continue delivering results as they scale.
FTDX’s ambitions to provide measurable outcomes, whether through immediate revenue generation or long-term user retention aligns closely with Xanada’s vision for sustainable growth. By leveraging our network and expertise, FTDx will have the support needed to continually innovate while expanding into new markets. Together, we envision FTDx not only as a leader in iGaming monetization but also as a standard-setter for efficiency and effectiveness in player engagement solutions.
Björn Nilsson commenting on the win of FTDx in the Xanada Startup Contest:
Congratulations on your victory! What was your strategic motivation for participating in the Xanada Startup Contest, and what advantages do you see from this win in terms of your future development?
BN: Thank you very much! I’ve had experience participating in startup contests before, including one with Triggy. While we didn’t win that time, we made it to the top 10 finalists, which was an invaluable experience for the company’s growth. As I mentioned during my podcast with Vladimir Malakchi, contests like these sharpen your game. As a former athlete, I know firsthand that nothing improves you more than competing. Whether you win or not, participating forces you to refine your pitch, clarify your message, and solidify your business plan.
Beyond this, I genuinely enjoy the thrill of competition.
Your product offers a unique approach to monetizing global visits. What inspired you to develop FTDx? What market challenges did you identify that led you to create this solution?
BN: My co-founder, Fredrik Selin, and I were active in several areas, primarily on the affiliate side, when we had a conversation with Jon Bowden, the CMO of New Jersey-regulated casino PlayStar. Jon mentioned that they were receiving a significant amount of traffic from states other than New Jersey and asked if we had any ideas about how to utilize that traffic. Intrigued, we promised to explore the issue further.
Using tools like Similarweb and Ahrefs, we analyzed traffic data from various brands, both large and small. What we discovered was staggering-there’s an immense amount of “lost” traffic out there. Millions of visits end up on 403/404 blocked pages every month, representing a massive untapped resource.
Ten years ago, this issue wouldn’t have existed. At that time, being online inherently meant being “global.” However, with increasing regulation and rising competition, operators must now specialize and dominate local markets to remain relevant. This focus inevitably results in excess traffic from markets where they aren’t operational. That’s where FTDx comes in-to unlock the value hidden within this overlooked traffic and turn it into a new revenue stream.
How do you see the success of the FTDx solution based on your clients’ experiences? How does their traffic volume change, and what positive side effects have you noticed from implementing your solution?
BN: Though we’re still early in our journey with live clients, the results so far have been extremely promising. For example, blocked traffic from our largest client has generated over 8,000 new accounts with other brands in just the past three months. This is traffic that would have otherwise gone unnoticed and unrealized.
When we enable traffic exchanges—allowing clients to receive blocked traffic from other operators—the volume of relevant traffic in their target markets grows significantly. One of the most notable positive side effects, and a point we’ve emphasized from the start, is how operators begin to see the extended value of brand marketing. They realize that their efforts reach far beyond their primary focus markets and, thanks to FTDx, can now monetize that extended reach.
The post FTDx Wins Xanada Startup Contest: Unlocking Untapped iGaming Traffic with Innovative Monetization Solutions appeared first on European Gaming Industry News.
David Natroshvili, Founder of SPRIBE, talks about company culture and why office working is the key to communication for any organisation
Home working, office working or hybrid working. What’s best when it comes to fostering a successful company culture?
SPRIBE started off as a hybrid working company with our employees having a lot of flexibility over where they worked from and the schedules they worked to. This served us well during the pandemic when companies were forced to send staff home during the height of lockdowns. But since then, and given the rapid growth we have experienced, we have opted to gradually switch to a full-time office set-up for our employees. Why? Because there are so many benefits to having employees working from the office, for both the organisation and those working for it. We’ve tried to make the transition as seamless as possible by creating comfortable and inspiring workspaces, offering regular team-building activities and ensuring we run plenty of social events each month, including poker tournaments and Happy Friday which brings together all team members to round off the week.
Can you talk through some of the benefits of office-based working?
The biggest benefit is the connection that forms between team members and the different teams that make up the organisation. Communication is key to a business – and individuals – achieving objectives and reaching its/their full potential, and communication is so much easier when everyone is under the same roof and can speak face to face. It allows for deeper collaboration, faster problem-solving and more cohesive processes. I think there are serious mental health benefits, too – by working from an office, people feel part of a community and don’t become isolated from their team and the wider organisation. Without its people, company culture is little more than a document of ideas and processes but when you bring the people that make up the organisation under the same roof, it comes to life.
What does SPRIBE’s company culture look like?
We have always focused on helping our employees strike a good work/life balance, and we go to great lengths to support their well-being and mental health. This includes fun activities like our weekly Happy Friday and regular social events but also ensuring that each team member feels valued and that they are supported and encouraged by senior management and team leaders. Personal development is a big part of employee well-being, so we offer plenty of opportunities for personal and professional development. This, combined with providing the right environment for our employees to work in, ensures each member of the team can thrive, develop and grow, which in turn makes them feel like they have a long future with SPRIBE and that their position within the company is valued and secure.
How will you ensure your company culture evolves alongside changing employee expectations and wider working trends?
The way I see it, talented people want to contribute to a successful business so long as their involvement is valued and rewarded. This has always been the case and won’t change anytime soon. At SPRIBE, we want to attract the best talent in the business and so long as we ensure this talent feels valued and is given the environment and opportunities to reach its full potential, while striking the right work/life balance, we will remain a highly attractive organisation to join regardless of the latest company culture trends and employee expectations.
When you founded SPRIBE, did you expect it to become the success that it is today?
Yes and no. I knew that we had an incredibly strong founding team and that when we came up with the concept for Aviator, the original iGaming crash game, that we’d come up with something big. But no, I couldn’t have seen it becoming the phenomenon that it has – Aviator is now live with more than 4,500 online casinos and has 42 million active players a month. This has allowed us to continue to innovate and be pioneers, especially when it comes to our marketing deals with the UFC and A.C. Milan. It’s this that ultimately makes SPRIBE such a great place to work – we are doing things that other companies could only ever dream of.
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