Interviews
Mobile-first gaming round table with experts from Habanero, Evoplay, OneTouch and ESA Gaming
In recent years, mobile-first gaming has rapidly risen as smartphone companies continuously enhance their products, making it easier for players to access games whilst on the go. This technological development has brought forward an industry shift, that has seen iGaming companies redirect their focus towards mobile-first content.
With more and more companies embracing the increase in mobile gaming, we explored the success of this new generation offering and what the future holds.
According to you, what brought forward the increase in mobile-first gaming?
Arcangelo Lonoce – Head of Business Development at Habanero:
The watershed moment came a number of years ago when smartphones finally managed to deliver a properly premium gaming experience. Indeed, phones have improved exponentially to the point where you could argue that mobile technology is as good as if not better than desktop.
This has been made possible by the improvements in ‘light betting’, by which I mean data, allowing players to enjoy parallel matches etc. When you can reach that point, laptop gaming becomes obsolete as you can flick through just as seamlessly as on desktop. Just of course like the wider world, when it comes to relaxing on the couch, mobile will always be your primary channel over a laptop – whether that’s shopping, gaming or Instagram.
Of course, with HTML5 becoming ubiquitous and flash disappearing has accelerated the mobile-gaming trend. You can look at emerging markets or countries that never went through the ‘laptop era’, as given the leap in tech developments in the last decade, it means that smartphones are simply more affordable and accessible to players than MacBooks ever will be. Latin America is a great example of this.
Vladimir Malakchi, CCO at Evoplay:
The accelerated growth and penetration of global smartphone usage across every corner of the world is the key driver behind the impressive rise we have seen in smartphone gaming. Data from 2021 reveals that over 6 billion people use mobile phones worldwide, and this number continues to grow, with the 5G standard being one of the catalysts. Emerging markets are catching up fast too – with the majority of regions now greatly investing in the development of mobile technology.
In addition to this, according to our research, three-quarters of gamblers prefer to play on mobile, doing so every 4.2 days on average. Other sources show that in 2020, 50% of the online gambling revenue came from mobile, which isn’t surprising as 75% of traffic belongs to mobile. The numbers clearly don’t lie, and the high demand for mobile gaming is a call to action for suppliers to accept this trend.
Thomas Smallwood, Head of Marketing at ESA Gaming, comments:
A mix of technology and convenience is the short answer. Mobiles now provide a simpler and faster way for players to enjoy their favourite games. It’s fair to say that the trend towards mobile has also probably been accelerated during the pandemic as the move from retail to online has quickened.
Madis Raus – Head of Product at OneTouch:
Obviously, the widespread use of smartphones and availability internet has had a positive effect on mobile-first gaming. These days people use mobile devices to perform certain tasks, their far easier to use and more accessible than laptops and desktops. Additionally, mobile devices allow people to do things whenever and wherever they want, whether they’re commuting or simply passing time.
By making the mobile-gaming experience seamless and engaging at the same time, players will continue using mobile devices for entertainment. This is something which will naturally increase over time, as mobile devices continue advancing and being capable to perform at higher standards.
Are there any verticals that perform better on smartphones? And how can developers improve those verticals that don’t work as efficiently?
Arcangelo Lonoce:
As an expert on slots and table games – I would say table games are inherently easier to develop and render when performing on smartphones compared to slots, but if we look at numbers, slots are dominant, with a market share of around 85% or so, which shows that the player demand this vertical more than any other.
However, looking at table games, there’s a lot to be said about performance. They have excellent stable rates of acquisition and retention – so there is less motivation to tweak a formula that is clearly working. They also have higher average bets, greater lifetime value and from a mathematical and user interface viewpoint, I would certainly rank them up there as one of the best performers.
Given market demand though, we can assume slots will always retain the lion’s share. So how does one improve the vertical? Stories, subject matter and narrative are key, as is the UI, although we mustn’t forget, it all starts with the maths – you need to get that right first, and then you can start talking other improvements.
Vladimir Malakchi:
Actually, all verticals and mechanics perform well on smartphones. However, while creating a product for hand-held devices, there are key principles to follow: easy-to-understand UX, simplicity of a game, uncomplicated graphics, and adaptation to vertical view.
One thing is for sure – it makes no sense for suppliers to choose a specific type of game to develop for smartphones. The fundamental point is to accept that the mobile-first approach is a basic demand for players.
Thomas Smallwood:
I think sports betting is a natural vertical for mobile. With the ability to play high-quality live streams on mobile devices, in-play betting is no longer just for retail or desktop and the fact that bets can be placed anytime, anywhere is a major factor.
The limit in phone storage also means that casino can be trickier on mobile, especially in apps where users often need to download the games they want to play exactly because of this limitation.
These are two factors behind ESA Gaming’s development of ultra-lightweight games for sportsbooks. The EasySwipe suite of games is accessed through a widget we have designed and developed which enables players to seamlessly move between games and sports bets rather than being re-directed to another part of the site or a cumbersome casino page. The sports betting experience is unhindered and conversion to casino games happens at lower cost.
Madis Raus:
Mobile device usage differs slightly from desktop usage, this means that mobile users have different expectations. Since people use mobiles to pass time or when they’re in between things, the attention span of the mobile user is often shorter, these are things to consider when providing content to them.
In my opinion it’s the matter of the speed of games rather than specific verticals, fast games tend to perform better, as the player doesn’t need to wait too long, which is a bonus especially when they’re looking to kill some time.
To improve further, developers need to consider the peculiarities of mobile device usage and think about ways of implementing content that doesn’t depend on usage patterns, making the products more appealing and engaging to players.
What are the difficulties of adopting games to function on smartphones?
Arcangelo Lonoce:
Habanero as a company operates with a mobile-first approach, therefore, we don’t find any real challenge when it comes to rendering games on mobile since our products are designed with smartphones in mind. After all, we disposed of Flash in 2015 and since then we have always developed our games using HTML5.
Vladimir Malakchi:
Adapting a visual component to all models of smartphones, including early versions, isn’t an easy task but is possible thanks to cutting-edge technologies. They allow us to create visually stunning products compatible with most smartphones. The optimisation of UX, UI, resolution and graphics for all platforms is the main priority, as we want to ensure that our players get high-quality content on any device.
Another challenge, which we have also overcome, is the amount of data used by games. Our proprietary game engine Spinential, developed in-house has been a real gamechanger for us, accelerating the loading speed and optimising the storage capacity. This solution has been designed with a purely mobile-first approach in mind, and we’ve really reaped the benefits.
Thomas Smallwood:
The obvious thing is the greatly reduced screen space and the practicality of a hand-held device. Because of this, we have chosen to develop ‘mobile-first games’ and move away from adapting desktop content. This means every aspect of the game is thought out with the mobile user in mind, ideally with the ability to do everything just with a thumb. Of course, the challenge is to make everything on the screen accessible, so it is a constant evolution as the user demands more features.
Madis Raus:
Different game types have different elements, for slots it may be the screen ratio, for example how to make symbols as big as possible and still keep the popular grids. Alternatively for Live games, you need to consider the screen size, ensuring that the player can see what is happening in the stream and whether the cards shown are in sync with what’s being reported etc.
As mentioned above, when adapting games, it’s important to consider the peculiarities of mobile device usage, developers must think about ways they can make games as fast and seamless as possible but at the same time still engaging on a smaller screen.
How fundamental is it for operators and developers to adopt a mobile-first strategy?
Arcangelo Lonoce:
It’s extremely important, otherwise you’re missing out on 80% of the market! There were some suppliers that were very late to the HTML5 adoption, which made it incredibly frustrating for operators – plenty of which I saw first-hand back when I was at BetVictor during the 2010s. To put things into perspective today, you simply cannot launch a game as without considering a mobile-first approach, since you’re forgoing an absolutely huge amount of revenue.
Moreover, mobile gaming allows people to play remotely, therefore players don’t need to depend on a desktop or laptop to participate in their hobby. With mobiles advancing and 5G becoming the norm, we’re now looking at a whole new world of possibilities to enhance mobile-first even more, the ramifications of which will be huge, especially when it comes to content and loading speeds.
Vladimir Malakchi:
Keeping in mind the number of global smartphone users, prioritising mobile devices when creating gaming products is a must. Moreover, it is expected that in a couple of years, this number will grow to seven billion. Currently, the US, China and India lead the list of countries with the highest rate of mobile penetration. However, as the latest data shows, the potential of emerging markets in regard to mobile usage shouldn’t be underestimated. This is a direct sign for suppliers to throw all efforts on products focused on mobile gamblers. The mobile-first approach isn’t just a trend, it is a philosophy, which is getting more and more supporters. There is no better time to embrace mobile-gaming than now.
Thomas Smallwood:
You could argue it is a percentages game. When desktop provided the higher user count it made sense to develop content for desktop. With the advancements in mobile technology, the increased numbers using mobile and the loyalty associated with apps I think a ‘mobile-first’ strategy is key in the growth of any gaming brand.
Madis Raus:
This is very essential, especially when it comes to companies surviving in this extremely volatile industry. Just by looking at how much traffic is already generated from mobile channels, you can see how strong the area is, and there’s nothing that indicates a potential decrease in mobile device usage.
If companies wish to attract modern players, it is really essential to adopt a mobile-first strategy, as modern players will look for a seamless mobile experience, if it isn’t available on your brand then they will simply look elsewhere.
With smartphones continuing to evolve, what does the future hold for mobile-first gaming?
Arcangelo Lonoce:
I would expect mobile-first gaming to be the only way forward – it’s the old debate on how much entertainment is a part of iGaming. Whilst entertaining is a key aspect, you must also keep the experience flawless. Certain things haven’t worked out, 3D gaming for example, as we’ve learnt that people don’t really gamble to get lost into the symbology of the slot – but rather the thrill of the win, which is the entertainment.
So, in my view, mobile gaming will gain an even larger market share than it has now, it could soon become by far the only way of enjoying this experience. Additionally, with new demographics coming online, the future holds lots of opportunities for interaction of everything from social to multiplayer, shared in any possible way. Cross-sell opportunities are also endless, with push notifications and the like, as players can carry their game anywhere they go – whether that’s being entertained at home, when out and about or during the commute.
Vladimir Malakchi:
I am sure that we will see an industry-wide adaptation of gaming content to mobile platforms in the very near future. Once the value of mobile gambling is fully understood, the industry will immediately aim to transform existing and future products.
I believe the iGaming world will continue to develop in this direction as an exponential pace, focusing on innovative technical solutions, mechanics, features and visuals optimised for various mobile platforms, models and markets. The key is to find the balance between the quality of gaming products and their adaptation to mobile – and getting this right is where developers need to be investing their energy.
Thomas Smallwood:
Smartphones will continue to develop but I would place more focus on the changing user demands. New game types, more regional content as well as promotion and gamification features are already driving us to change the titles we design and develop.
We will soon launch new in-game promotional tools for operators as well as new style of games, including bespoke games.
Madis Raus:
I believe that the introduction of 5G will bring a ton of opportunity to the table, as the introduction of 5G will bring forward a range of improvements to speed and accessibility. This may also give developers a bit more freedom when they think about creating games for mobile phones.
With smartphones being so advanced these days, the size of the game doesn’t matter as much as it once did, the quality is now the utmost important factor when it comes to designing new mobile-games. This is the same with live content, with the technological improvements, it’s now easier to provide good quality streams, so now developers need to focus on other elements that will make their game stand out from the competition.
Katya Machuganova, Gaming Product and Partnership Manager at Silverback Gaming, lifts the lid on the studio’s first crash title and explains why it will hit the market as a social game before being rolled out in the real money format
Silverback’s first crash game is set to hit the market shortly. What more can you tell us about the game ahead of its launch?
We are super excited to launch our first crash game, but the details are a closely guarded secret for now. What I can say is that the design concept is in place, the gameplay has been set, and we are now working on the creative assets. Then it’s just a case of bringing all the elements together. But this being Silverback, it’s not going to be a standard crash game – we are adding plenty of unique twists to take the anticipation and thrills to the next level. We are on track to send the game to Gaming Laboratories International for testing toward the end of March with go-live scheduled for April. The initial roll-out will be in the simulated gaming format with real money to follow.
How will you ensure your crash game stands out in what is an increasingly competitive market?
Players love crash games because of the control they have over the outcome of the game round. They get to choose when to cash out, with experienced players often having their own strategies for deciding the optimal moment to hit the button. It’s this active participation that really gets pulses racing so with our crash game, we are going to be giving players even more control. Crash games generally appeal to players looking to take big risks in return for big rewards, so players will also be able to toggle the risk level to match their preferences. This degree of personalisation and control is simply not offered by the current crash games in the market.
Why did you decide to launch your crash game in the social/simulated gaming format before real-money?
Demand for our simulated gaming content is at an all-time high with many of our partners looking to tap into the huge opportunity the market presents – last year, social gaming was estimated to be worth $12.77bn and is set to hit £23.05bn by 2032. As a provider of both simulated gaming and real money content, it’s our responsibility to provide our partners with the content they need, when they need it. Crash is also perfectly suited to the simulated gaming format – because players can’t win real money, they like to place big bets (with virtual currency) so they can experience the thrill of big wins. This is exactly what crash provides. Of course, we’ll be releasing our crash game in real-money shortly after its debut as a social title.
Has the game been developed for players in a specific market or are you going global with it?
Silverback Gaming is mostly focused on the North American market, although our games are certified in jurisdictions like Malta and Italy. Given our exposure to the US and Canada, we ensure that our games meet player preferences in these markets although they still hit the mark with players in the other jurisdictions where they are offered. The crash format is super initiative and easy to understand, which means crash games can be deployed in most markets, from North America to Europe, Asia and Africa, and very quickly rise to the top of the charts.
Do studios need to have a crash game in their portfolio?
We think so. Studios need to provide the content operators – and their players – are seeking and we are increasingly seeing this demand shift towards non-traditional content. At Silverback, we want to provide our partners with a broad range of content across different formats, and that’s why our portfolio covers slots, table games and now crash, and in both social and real-money formats. Pushing into new formats is also great fun for our designers, sound engineers and developers, and we give them the freedom and flexibility to push the boundaries as that’s how we can ultimately bring new and exciting experiences to players.
What makes crash such an interesting space for studios to move into?
Because the format is relatively new there is huge scope for studios to really play around with it. From themes to mechanics and even elements like control and risk, we are only just scratching the surface of the crash format. If you were to compare crash to slots, we are in the classic phase right now with the video slots phase still to come. This is why we will see an innovation race play out in the crash vertical, with studios looking to be the first to bring something new to the table that then sets the standard for others to follow.
How can operators get the most out of crash games?
It’s still very early days for the crash format so operators do need to educate players as to how these games work and why they are such fun to play. Thought needs to be given to lobby positioning, too. To encourage players to try to crash for the first time, offering a free bets offer works well or letting them play a social version if the game is available in this format. This is part of the reason why we have developed and launched our first crash title in the simulated gaming format.
The post What happens when the worlds of crash and social collide appeared first on Gaming and Gambling Industry in the Americas.
Adam Wilson, CEO at Splash Tech, looks at how operators can best utilise free-to-play (FTP) solutions to drive engagement with their customers.
It is often said that one of the main attractions of sport is the anticipation of the event, even more so than the event itself. How much do FTP games for sportsbooks tap into the buzz around sporting events for fans?
As we saw recently with all the attention paid to Super Bowl in the run-up to the game, people were heavily invested to the extent that even the half-time show became the subject of countless articles in the media and commentary on social channels. Naturally, predicting outcomes for teams and players is a major focus for sports fans worldwide and that is where free-to-play (FTP) games come in for sportsbooks by tapping into the sense of excitement. Combining the lure of free rewards and often big cash prizes with the promise of compelling sporting action definitely creates a perfect storm for marketeers. At Splash Tech, we have the technology and product to create tangible results on the back of pre-game noise, be it in the United States or anywhere else in the world, across all sports.
In terms of technology, across UI/UX, data and other areas, what refinements have you seen that have had a big impact in the way end users interact with FTP games?
Over the years, the FTP vertical has certainly become sophisticated in terms of how slick and engaging games and products are when presented to the end user. The effectiveness of a modern FTP strategy rests on how segmentation is carried out. It is all about rewarding the right user at the right time with the right prize and this is the secret to success.
If we look at dynamic segmentation, player experiences can be tailored to their progress within an operator’s ecosystem. New customers encounter more compelling offers, incentivising initial deposits, while established players experience gamified reward systems, promoting and recognising continued engagement. All incentives are personalised based on player lifetime value, delivering appropriate rewards to each user instantly. By offering players pertinent, timely, and enjoyable games, providers of promotional solutions can significantly boost operator revenue.
You recently struck a deal with Wildz Sports to roll out a series of Daily Predictor and Pick 6 games across a wide range of sports. How do you plan to keep these games fresh and interesting?
Localisation is very important when working with multi-regional partners. You can have the same game types running, but the content has to be tailored to user and regional preferences. With the Wildz Sports deal, we are rolling out game experiences across football, ice hockey, cricket, rugby and all US sports. Naturally, you wouldn’t expect a huge take-up for a cricket-based experience in the United States, but operators have found that it’s a sport that is extremely popular with bettors in other geographies. As such, FTP can play a major role in acquisition and retention in countries and regions that love the sport.
Finally, what is the future direction of FTP games? How can they evolve to become even more seamless and attractive as both acquisition and retention tools?
FTP can and should start at the top of the funnel and follow a user all the way through their journey with a sportsbook or casino. With the data we now have at our disposal, we can trigger real-time game experiences tailored to user preferences, optimised to enhance their loyalty with a brand. Given the diverse preferences of players, a one-size-fits-all approach simply won’t cut it in what is an extremely competitive market. Highly targeted and relevant engagement is crucial for capturing and retaining player attention and neglecting the tools that enable this can be a costly mistake.
The post Splash Tech: How operators can tap into the hype appeared first on European Gaming Industry News.
How does the Atlaslive Platform leverage AI to enhance responsible gaming and player protection as a leading B2B iGaming tech provider?
At Atlaslive, we see AI as a game-changer in responsible gaming, offering smarter, data-driven solutions to protect players while empowering operators. Our platform integrates machine learning tools that continuously analyze player activity, detect early signs of risky behavior, and provide personalized interventions—all while maintaining a seamless gaming experience. The goal is to equip operators with proactive tools that support player well-being without unnecessary friction.
Looking ahead, we’re diving deeper into AI’s potential, exploring more advanced profiling techniques to refine risk assessments and deliver interventions that feel intuitive and effective. The responsible gaming landscape is evolving rapidly, and we’re committed to staying ahead, ensuring our solutions meet market demands and regulatory expectations.
AI is also revolutionizing compliance by automating key processes like KYC verification, real-time player monitoring, and reporting. This not only saves operators time but also strengthens regulatory adherence without adding operational complexity. As AI technology continues to advance, it’s clear that its role in responsible gaming will only grow, creating a safer, more responsible, and ultimately fairer gaming ecosystem where both operators and players benefit.
What AI-driven technologies does the Atlaslive Platform use to detect potentially harmful player behaviors?
The Atlaslive Platform uses real-time behavioral analytics powered by AI to detect patterns that may indicate risky player activity. Our system continuously monitors key behavioral signals, such as sudden increases in deposit frequency or unusually long gaming sessions, helping operators identify potential concerns before they escalate.
We leverage advanced machine learning models to refine these detections, ensuring accuracy and minimizing false positives. However, we also prioritize usability—our AI-driven insights are designed to be clear and actionable, allowing operators to intervene at the right time with minimal disruption. It’s about striking the right balance between cutting-edge technology and practical, real-world solutions that enhance player protection.
What are the opportunities and challenges for suppliers and operators when integrating AI into responsible gaming, player engagement, and operational efficiency?
AI presents significant opportunities for both B2B tech providers and operators in iGaming. On the player engagement side, AI-driven personalization is a game-changer. By analyzing real-time player behavior, AI can recommend games, promotions, or responsible gaming interventions tailored to individual habits. Research shows that AI-powered alerts can be highly effective—over 50% of high-risk players who received targeted warnings adjusted their gambling behavior the same day, with 54% continuing to play more responsibly a week later. This level of personalization not only supports safer gaming but also fosters stronger player loyalty by making interactions more relevant and meaningful.
From an operational perspective, AI enhances efficiency across multiple areas. It automates KYC processes, detects fraud, and streamlines resource allocation. Machine learning models can also identify risk patterns—such as sudden spikes in deposits or extended play sessions—and trigger timely interventions, helping operators act proactively rather than reactively.
However, these benefits come with challenges. Transparency remains a key concern, as players increasingly want clarity on how AI-driven decisions impact them. Studies indicate that over 80% of people have concerns about AI transparency, according to research by Jobin et al. Additionally, navigating evolving regulations, such as the EU’s AI Act, requires operators to ensure their AI tools meet strict standards for fairness, privacy, and accuracy.
Ultimately, while AI is reshaping responsible gaming and operational efficiency, success depends on balancing innovation with compliance and building trust with players. The real challenge lies in leveraging AI’s potential while ensuring ethical, transparent, and player-friendly implementation.
What ethical considerations should iGaming operators keep in mind when implementing AI for responsible gaming?
When it comes to using AI for responsible gaming, operators need to understand that it’s about supporting players, not controlling them. Transparency is very important here, and players should know how AI is being used and feel confident that it’s there to help, not to invade their privacy or manipulate their behavior.
It’s also important to keep the human element in mind. While AI can handle a lot of the heavy lifting, like spotting risky patterns or automating interventions, as I mentioned before, operators should make sure there’s still room for empathy and personalized support when it’s needed. AI should complement human oversight, not replace it entirely.
Another consideration is fairness. AI systems need to be designed and monitored to avoid any unintended biases or outcomes that might negatively impact certain groups. I think it is more about creating tools that genuinely protect players while building trust and a sense of fairness in the gaming environment.
How do you see AI shaping the future at Atlaslive, not just in responsible gaming but across your entire iGaming platform?
AI is set to play an even bigger role at Atlaslive, enhancing multiple aspects of our platform beyond responsible gaming. One of the most exciting areas is real-time odds optimization — AI’s ability to process vast amounts of data instantly allows us to adjust odds dynamically based on live events. This makes betting faster, smarter, and more responsive, ensuring that operators can offer the most competitive and accurate odds at any moment.
Another major focus is automated customer care. AI-powered support systems can efficiently handle player queries, from setting limits to finding specific games or resolving account issues. By streamlining these interactions, AI ensures that customer service is not only faster but also more personalized, creating a smoother user experience.
We’re also exploring AI-driven content personalization. By analyzing player preferences and behavioral patterns, AI can recommend games, bonuses, and features that feel uniquely tailored to each user. This level of customization keeps engagement high and makes every interaction on the platform more relevant and immersive.
Ultimately, AI is helping us refine and elevate every part of the iGaming experience, from betting mechanics to customer engagement and operational efficiency. As technology continues to evolve, its role in optimizing both player satisfaction and operator performance will only grow.
About Atlaslive
Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.
The post The Future of Responsible Gaming: AI’s Role in Player Protection – Atlaslive’s View appeared first on European Gaming Industry News.
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