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.
Dr. Eyal Loz Chief Product Officer at RubyPlay
Built for the branded reality – RubyPlay’s high velocity approach to the US market

With localisation, speed to market, and cross-state scalability at the heart of its strategy, RubyPlay is proving that relevance—and results—come from understanding both the player and the moment. Dr. Eyal Loz, Chief Product Officer at RubyPlay, discusses the company’s fast growing US presence and how its agile, insight-driven approach is resonating with players and operators alike. From crafting bespoke branded content to rolling out favoured mechanics with modern twists, RubyPlay is positioning itself as a key partner in the evolving iGaming landscape.
Just a few months into RubyPlay’s US journey, how has player response shaped your perception of the market? And how will these insights shape your roadmap going forward?
We see very strong player preferences to games that combine a Hold and Spin mechanic with perceived persistence. We also see that American players respond well to classic themes with a clear modern flavour. None of this was very surprising, as we are very well tuned with the preferences of players in America. The RubyPlay offering was always optimised for American players, and it’s nice to see that our roll out is working so well, as we expected it to.
We also explored a handful of innovative mechanics that are less prevalent in traditional land-based casinos, and we are happy to see that these were also well received.
Titles like Mad Hit® Diamonds and Diamond Explosions 7s® SE are a few of your early standouts. What do you think is making these games click with the US audience compared to other markets?
These two titles are solid performers in all markets, so we had high expectations to see these perform very well with American players. Both these mechanics have all the elements that make for a strong US title – Hold and Spin, perceived persistency, Buy Feature and a solid art package with a classic yet modern feel.
The US iGaming market is unique, not just in regulation, but in how players engage with content. How does your strategy for the US differ from other global regions and how do you maintain global competitiveness while staying locally relevant?
It’s important to remember that top performing mechanics tend to transcend time and space. Hold and Spin mechanics have performed well in almost all markets since they were introduced over 10 years ago. What makes a specific game more relevant to one specific region is the theme and flow of the game. For example, games featuring mahjong tiles will perform well in South East Asia but will not perform to the same level of success in the US. Similarly, games with strong Egyptian themes will not perform in Asia but have a good potential in the US.
RubyPlay’s superpower is in our velocity and adaptability. We are able to identify opportunities with operators to support their brand identity and create specialised bespoke content for them, taking into consideration elements such as the relevance of that theme to the market, and the brand of the operator. We live in a branded reality, and we consider our client’s brand a top priority.
You’ve spoken about empowering brands through strong partnerships. How do you approach collaboration in the US market to ensure both RubyPlay and its partners succeed?
Brands are a lifestyle in the USA. We have to understand this first in order to reach the audience in the way that our US partners take as second nature. By focusing on building high velocity, we are able to create relevant bespoke content for our partners that is unique to their needs.
Velocity is really important because branding opportunities don’t last very long. When a client negotiates a collaboration between their brand and a 3rd party, the deal will always close very late and will not last very long. Our ability to be in tune with the reality of such short deliveries on tight schedules, measured in weeks, not years, has given us a disproportionate advantage.
We have a stronger awareness of special events, whether sports, holidays, or cultural, and our responsiveness allow us to always stay relevant through our portfolio or bespoke content with the timings of such events in mind.
What role does localisation play in your expansion strategy?
Localisation is absolutely crucial. As I mentioned before, the combination of a robust and large variety of game mechanics, combined with the ability to minimise time to market thematically, we are able to always stay relevant to new markets we started operating in. When entering a new market, it’s hard to predict what is going to work, so building velocity, and keeping an open mind is key.
With more states opening up, how is RubyPlay preparing to scale its presence across the country? Any new or upcoming experiences or innovations players and partners can expect this year?
We are well on our way to enter Pennsylvania and West Virginia as we are well aware that US. operators are heavily focused on a cross-state strategy regarding promotions. If we can support this by having the top states, we ensure a stronger and more effective experience for players with branding in mind. After all, markets are one of the most important product features.
Other than that, we are planning to roll out our Awarded Feature with many of our direct clients. This will allow operators to award the Buy Feature for free via a back-office campaign. We saw this can be very effective in branding, retention and acquisition, and allow operators to either award players with the best part of the gaming experience, or up-sell promotions via their CRMs.
I’m very excited to see the impact the Awarded Feature will have with our partners on all areas of their business.
The post Built for the branded reality – RubyPlay’s high velocity approach to the US market appeared first on Gaming and Gambling Industry in the Americas.
AI Cricket
Betbazar Explores Cricket in iGaming: What Operators Need to Know

Revolutionising Cricket Premier League: Max Sevostianov – COO at Betbazar, shares insights on how AI-Cricket and hyper-local data products are helping Operators engage, convert, and retain players year-round
With the start of the Premier League cricket season in India, what key trends are you seeing in the iGaming industry around this sport?
We’re witnessing explosive demand for faster, more immersive cricket content. Ball-by-ball gaming is really taking off, driven by players who crave real-time action and micro-engagements. This has pushed Operators to double down on mobile-first experiences — speed, accessibility, and UX are everything in this space.
Another standout trend is hyper-localisation. It’s no longer enough to offer cricket content in English — platforms are integrating regional languages, tailoring promotions based on local fandoms, and weaving in fantasy-style formats that resonate deeply with Indian audiences.
Perhaps the biggest shift we’re seeing is strategic: cricket is evolving from a seasonal event to a sustainable, year-round revenue channel. Operators aren’t just riding the IPL wave — they’re building ecosystems around domestic leagues, international fixtures, and even niche formats, ensuring engagement doesn’t drop off after the final.
Do you think the league will trigger a revenue surge for South Asian Operators? What should they focus on to make the most of this opportunity?
Absolutely — the Premier League is essentially Black Friday for cricket in India and the wider South Asian market. It’s the peak of the calendar, where user engagement and volumes skyrocket. But high traffic alone doesn’t guarantee high returns.
To truly capitalize on this opportunity, Operators need robust infrastructure. That means rock-solid uptime, especially during critical moments like the toss or final overs when activity spikes. Fast bet settlements, wide market coverage — from traditional formats to more niche or prop bets — and content that keeps users hooked, like virtuals or eCricket, are all must-haves.
This season, the winners won’t just be those with the most users — they’ll be the ones who can scale seamlessly, automate efficiently, and deliver content that’s as thrilling as the match itself.
What cricket-related products are currently making the biggest impact in the iGaming market?
Three products are really making waves right now.
First, Virtual (AI) and eCricket formats are proving to be game-changers. These always-on experiences keep players engaged even between live matches, maintaining momentum throughout the season and beyond.
Second, high-frequency data feeds are unlocking a new level of interactivity. Instant markets, player props, and ball-by-ball gaming are now the norm, providing users with a dynamic and deeply immersive experience, especially appealing to mobile users who seek fast, responsive gameplay.
Finally, localised and gamified content is crucial. We’re seeing strong traction with fantasy-style elements and UI’s designed specifically for cricket fans. When combined with regional language support and tailored promotions, this kind of personalisation boosts both engagement and long-term retention.
These innovations are driving serious volume — and, more importantly, keeping players coming back.
Betbazar recently launched a new product – AI Cricket. Can you walk us through its key features and what makes it so promising?
AI-Cricket is the latest innovation on Betbazar’s marketplace, and it’s setting a new benchmark for virtual sports. At its core, it delivers 24/7 AI-powered cricket matches with realistic gameplay that mirrors live action — from batting styles to fielding dynamics — all generated by advanced algorithms.
What truly sets AI Cricket apart is its end-to-end automation. Everything from match creation to odds generation is fully automated, allowing Operators to run with minimal overhead and maintain a consistent 8% margin, without the need for manual trading.
On the user side, it’s all about engagement. The product supports fantasy-inspired modes and even customisable avatars, offering a highly immersive experience that feels fresh every time. And because it’s always available, it gives Operators a powerful tool to drive retention, even during downtime in the real-world sports calendar.
So AI-Cricket blends innovation with profitability, making it a standout product for today’s cricket-focused iGaming market.
Сricket coverage in Betbazar’s Live Data Feed is described as unique. How broad is the coverage, and what specific advantages does it offer to operators?
Betbazar’s Live Data Feed offers one of the most comprehensive and operator-friendly cricket solutions in the market today. We’re talking about 15,000+ pre-match and over 9,000 live Cricket & Kabaddi Events, and an additional 10,000+ AI Cricket events each year — a scale that ensures operators can engage users year-round.
But what really sets it apart is the quality behind the quantity. Settlement times for top events are incredibly fast, typically within five minutes after the match, giving players confidence and keeping the gaming process flow smooth.
From a technical perspective, we’ve built it for performance, featuring low-latency updates, a high SLA for reliability, and customisable margins that allow Operators to fine-tune their offerings to suit different markets and risk profiles.
In short, it’s a powerful, high-performance data solution designed to meet the fast-paced demands of modern cricket, enabling operators to stay ahead of the game.
About Betbazar
Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is to build a digital iGaming marketplace that connects creators with operators, accelerating growth through best-in-class products.
The post Betbazar Explores Cricket in iGaming: What Operators Need to Know appeared first on Gaming and Gambling Industry in the Americas.
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.
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