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Q&A with Victor Pronk, CCO at Incentive Games

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Can you tell us a little bit more about your recently announced partnership with EBET and what it entails? 

Of course. Under the partnership, Incentive Games will provide unique freeplay content for EBET brands that will help the operator lower acquisition costs and take retention to the next level. We believe that esports fans will appreciate the gamification elements and game concepts that Incentive Games has built its reputation on, and we very much look forward to taking these mechanics and features and wrapping them in a range of engaging esports themes. This is our first play in the esports betting sector, and it is a move that we are excited to have made with EBET, an undisputed leader in the vertical.

 

How can freeplay games be used to engage esports audiences and introduce them to esports betting?

It all starts with offering esports fans something that is relevant and fun, which is exactly what our games do. For each title, we use elements of a live sports event, in this case, an esports contest, to create a game for the viewers to engage with. This in turn increases the excitement around the live event/esports contest and also introduces the concept of betting and wagering to those interested in trying it for the first time. That our games are free to play makes them a powerful acquisition tool as the player is not using their own money, but they also add value for those already signed up with a betting brand whether that be traditional sports or esports.

 

Do these games use different mechanics/features to the freeplay games you create for sports betting? If so, how are they different?

The gamification and human behaviour techniques we use are the same across all sports and all product verticals, including esports. The implementation is specific to both the sport and the audience that we are targeting with the game and getting this part right is a combination of experience and a lot of extensive data analysis and A/B testing. So, in short, the fundamentals of the games are the same but themes, prizes, etc are specific to the sport and the audience.

 

How will you continue to develop products for EBET? What role does data play in how you analyse game performance and use this to guide development of new titles? 

We are looking forward to a long partnership with EBET that will include multiple unique games for their esports audience. With every game, we expect to learn more about their audience and how they respond to different concepts and features. This will allow us to improve on the next run of games and better their contribution to the operator’s wider acquisition and retention strategy. We can’t disclose what games are coming, just that we are very excited about the ideas we are working on with EBET and the product roadmap that we have in place for the coming months and years.

 

How do you see the esports betting space evolving over the next 12 months? What role will Incentive play in driving this growth? 

Esports has been a constant and rapidly growing market and we expect that to continue. With the recent pandemic, all operators are very aware of having alternatives to traditional sports and there is a growing desire among many to add esports betting to their proposition. For that reason, we believe the vertical will continue to grow at pace with further opportunities opening up for us and the operators that we work with. We as Incentive Games are very much looking forward to providing our games to EBET and helping them drive their growth.

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AI Cricket

Betbazar Explores Cricket in iGaming: What Operators Need to Know

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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.

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Conferences in Europe

Speaking the Player’s Language: Promatic Group’s Take on Game Localization in CEE

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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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Compliance Updates

Navigating Legal Frontiers: Nordic Legal’s Vision for the Finnish Gambling Market

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The Prague Gaming & TECH Summit 2025 brought together top experts across the iGaming and tech landscape, and Nordic Legal stood out as the event’s Scandinavian Legal Expertise Sponsor. A renowned legal advisory firm in the Nordic region, Nordic Legal continues to shape the future of gambling legislation and compliance in Europe.

In this post-event interview, we caught up with Pekka Ilmivalta, Head of the Finnish Office at Nordic Legal, to dive deeper into the firm’s insights on the upcoming Finnish gambling reform, the legal challenges it poses, and the opportunities it presents for operators preparing to enter the market.

 

Finland is preparing to launch its regulated gambling sector in January 2026. As an expert with over 20 years of experience in the gambling industry, how do you view its draft legislation and the current state of the Finnish gambling market? 

Finns are used to gambling online, and the size of the market is close to 2 billion euros in GGR. As the market share of the national monopoly operator, Veikkaus, has declined to around 50 percent, nearly half of the gambling spending already takes place outside the Finnish regulation. Therefore, the gambling legislation reform is really needed.

The Government Proposal now being dealt with in the Finnish Parliament is generally a comprehensive and a good package. As the political parties are quite unanimous about the need for the reform, I expect the parliamentary discussion to concentrate on the balance between responsibility measures and the features making the market interesting enough for the operators to enter the regulated market. Especially marketing, use of affiliates and bonusing will, and should, be discussed.

I believe that the Parliament will approve the new legislation early next autumn and that the B2C license application process will be able to begin already in January next year.

 

The Finnish legislative review council has raised concerns about potential increases in gambling harms under the new regulatory framework. What measures do you believe are necessary to mitigate these risks, and how could Finland balance market liberalization with responsible gambling practices?

Personally, I think that gambling harms must be taken seriously. However, as almost half of the Finnish gambling now happens outside the regulated market, I am convinced that succeeding in channelization is a crucial starting point to really mitigate gambling harms. Therefore, attractiveness of the market and measures against the black market are extremely important. Furthermore, self-exclusion and responsible gambling tools are, of course, needed for the players. Generally, I believe that AI assisted monitoring could and will have an important role in preventing harmful gambling in the future. To really work, responsible gambling tools need to be both pragmatic and relevant for each individual player.

 

Considering Finland’s upcoming gambling reform, what legal and operational challenges should gambling operators be prepared for, particularly regarding compliance and player protection? Which key trends do you see shaping the market’s future?

As it seems now that affiliates and welcome bonuses will be banned, operators will have to find other means to build their brand and acquire customers. Even though traditional marketing and sponsoring are widely acceptable, I would expect to see innovative solutions to stand out from the probable marketing avalanche during the first months after the market opening. Perhaps new kinds of sponsorships or retail activities? Or even enhanced player protection measures to gain a competitive edge?

Overall, I would advise operators to start their market entry preparations early enough. The licensing procedure could take several (6 to 9) months. Also, adjusting to the local technical and player protection requirements might not happen overnight.

 

What insights could help Finland create a balanced and effective gambling market?

I believe that the new legislation will provide a good enough framework for a functional gambling market. However, based on experiences from Sweden and Denmark, I would point out two practical aspects crucial to making the new legislation effective: First, there needs to be collaboration between licensed operators and the new regulator. Dialogue and a mutual will to find solutions should be the common mindset. Secondly, the regulator hopefully has enough resources (tools, persons and persistence) to interfere with the black-market operations, which will evidently still exist also after the reform.

 

Nordic Legal has extensive experience advising European governments on regulatory best practices. How can your firm assist operators looking to enter the Finnish market and navigate the evolving legal landscape?

With our deep knowledge of Finnish legislation, extensive experience from regulatory developments in other jurisdictions, and strong industry relationships, we are well-positioned to support operators and B2B suppliers entering the Finnish market. We can offer comprehensive guidance not only on compliance and licensing, but also on navigating strategic challenges, ensuring our clients are well-prepared for a dynamic and shifting legal landscape. Our proactive approach enables us to identify regulatory changes early and help clients stay ahead of industry developments.

 

The post Navigating Legal Frontiers: Nordic Legal’s Vision for the Finnish Gambling Market appeared first on European Gaming Industry News.

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