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Non-traditional content roundtable

Published

3 years ago

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Reading Time: 7 minutes

 

With younger generations of players now the target audience for operators and suppliers we are seeing an increase in non-traditional content hitting the market, including multiplayer and crash games. European Gaming spoke to a number of providers on the importance of innovating and evolving the casino offering to better suit player preferences.

Nikolay Illiustrov, Head of Games at Playson (NI)
Thomas Smallwood, Marketing Manager at ESA Games (TS)
Ivan Kravchuk, Chief Executive Officer at Evoplay (IK)
Arcangelo Lonoce, Head of Business Development at Habanero (AL)

 

What makes non-traditional content exciting in a market space where ‘slots are king’ and does this new genre make way for more innovation in iGaming?

NI: We believe that the fact that many younger customers arriving in online casinos are doing so without any prior knowledge of slots, be them online or land based. Whilst this is a challenge, it is also an opportunity for innovation.

Younger generations have grown up not just with different cultural influences but different forms of entertainment, such as mobile games and entertainment apps. Online slots are often a new experience, and it is not clear to them how games like this function. A game’s maths, features and even basic functionality are often alien to them.

To win them over and create longer playing sessions, developers need to provide context that is familiar to this audience. For example, we see lots of attempts to create “mobile-style” slots that relate to mobile games such as Scatter slots or Cluster Pays slots.

TS: I think it is natural that most operators want to appeal to a broader base with the content they offer. We all “consume” content on our mobiles differently than we did a few years ago, so from an acquisition perspective, as well as cross-selling from one vertical to another, non-traditional content gives more opportunities to engage with a different audience and retain those whose tastes are changing.

Non-traditional content gives more opportunity to innovate, but we certainly feel that this innovation is driven by what we see happening within certain demographics or sectors, rather than innovation for innovation’s sake. So, with purpose, non-traditional games like our sports-themed Goal Mine and Basketball Mine which have exciting goal or free-throw rounds, can genuinely attract new players. The same is true of our crash-style games, the format of which allows us to think outside of egaming norms.

IK: Evoplay has established itself as a leader in delivering innovation to the online casino space in many forms. With an aim of reforming the iGaming industry, we lead the way with unparalleled slots and instant games, featuring pioneering concepts that have never been seen on the market before.

Our flagship title, Star Guardians has become the perfect solution for millennial gamers, who now comprise 23% of the wider population. This generation has grown up surrounded by video games and new technologies, and naturally are in search of iGaming experiences that mimic the same excitement as modern products, while providing gambling elements to the play.

Another great example is our recently launched crash game, Goblin Run, with a runner mechanic and competitive spirit making the most of the industry’s obsession with crash-style experiences in recent months. We took a classic framework and introduced aspects of gamification, adding skins, ranks, and chat functions to enhance the social aspect and competitiveness of the experience. These titles alone demonstrate just how far we have come in terms of forcing our way into non-traditional content, and where we are heading on this impressive trajectory.

AL: Looking at the evidence, you can see that non-traditional content has been quite successful in our marketplace. Just look at crash games for example – they appeal to sports punters a lot more than slots do and have seen a meteoric rise this past year, simply due to the fact that they present a fresh idea of interaction and function at a fast pace, with multiple results being delivered in a limited amount of time. This makes them very appealing to players who might not like to spin reels and wait for wins.

I think most of the industry has come to the consensus that we need more non-traditional content, as currently it’s appealing to certain types of players. With that being said, we know that not all non-traditional content has proven successful with slot players. So, whether or not non-traditional content can be used to cross-sell slots, operators would be wise to target segmented demographics – such as those from different verticals.

 

What are the challenges when creating non-traditional content to ensure it appeals to the target audience?

NI: First and foremost, game design needs a lot of consideration. You need to rip up the rule book and consider options that will appeal to those who are not familiar with classic slots. This takes time, effort and investment and there is no guarantee that you will get it right every time, so it requires patience too. Given that niche solutions can be difficult to scale, you have to accept that there is a strong element of risk involved.

Lastly, and more importantly, you have to consider regulations. When entering a market with new mechanics you can’t be confident from day one about compliance, or how long the new game type will take to obtain all necessary licenses. There are very few overnight successes.

TS: Our lightweight mobile games do appeal to a large audience, therefore perhaps the biggest challenge is a lack of belief in non-traditional content. For example, although we can see in the figures the extent to which our EasySwipe™ games generate new revenue – and even help to increase turnover on sports – it requires the vision on the side of the operator to embrace this.

The flip side is that early adopters will also be able to learn more from the non-traditional content we, and other providers, develop. This intelligence will feed into bespoke content and of course greater power in acquiring a new generation of customers.

IK: If we’re talking about our 3D games, the main complexity lies in the implementation of various innovations in a cross-technology environment. To pull this off, it requires a thorough and fundamental development of every single component of a product. We often meet the challenge of implementing a concept’s design in the backend, while the adaption of our games to mobile platforms also requires a high level of attention to detail, especially in terms of the user interface and experience.

Thanks to our game engine Spinential, we can easily modify our products depending on market peculiarities and regulatory requirements. In addition to this, the engine allows us to add gamification elements to our titles, such as Bonus Buy and Jackpot features, making them even more attractive to audiences and operators.

AL: I can only speak for the non-traditional content we create ourselves, for example the content we produce wouldn’t necessarily appeal to those that want the crash games experience. But they will be presented in a different way from our traditional products. Take our Orbs of Atlantis title for example, the video slot doesn’t feature reels but is a game based on physics – where up to 80 different symbols fall and crash against each other, with adjacent symbols creating wins. This shows you can provide a mathematical model which is quite slot-based but deliver it in a way which appears to be different to slots.  It’s important to cater to different demographics that might be more interested in a slightly different experience to the one you find in slots. As far as we are concerned, we ensure that our production follows a strong mathematical model that you generally find in slots.

Creating content that’s less traditional will naturally come with some challenges depending on who you’re targeting. If you want to attract those that like quick results, virtuals or live sports then you must ensure that your non-traditional content speaks to them on a cultural level. It all depends on your demographics and what you have in mind when you created the product. At Habanero, the non-traditional content we create is primarily aimed at slot players, as we have a strong understanding of the experience they’re after.

 

How do you expect this genre to develop in the near future with player preferences forever evolving?

NI: This genre has already shown promise when it comes to development and meeting player preferences with the advent of crash and multiplayer games. The former cater for players who feel quite comfortable betting but demand a quick and simple format.

Meanwhile, multiplayer games represent a great opportunity of attracting emerging demographics, bringing a social element into games creates an illusion of playing together with millions of other players. This feeling of being part of a community and share a gambling experience has great potential.

Tournaments could be also an example of a multiplayer approach, but not traditional tournament mechanics with a leaderboard and single winner. Instead, they provide a competition between teams where players can communicate with each other and create a more social and engaging experience.

TS: We will continue to produce our sports-themed Mine series, with Tennis Mine being released later in the year and new crash-style games to follow. At the same time, we will look to learn from the end user to see how we can do things better. Our ethos is about being simple, fast and mobile, so providing we do not waver from this we are happy to continue evolving the content we produce.

From a wider viewpoint we are discussing with operators how we can tailor our games to suit their specific markets, so there will be more bespoke content in the future, and bespoke in this sense will mean more than just adding a logo. We feel a degree of localisation is a potential game-changer for non-traditional content.

IK: I am confident that non-traditional content will continue developing and involve more providers as they become inspired by the positive experiences of other industry representatives. While there will always be demand for traditional slot content, the demand for ground-breaking products will only increase as the industry grows, giving developers a huge scope to deliver creativity and innovation.

The main obstacle for other providers is the risk associated with emerging technologies that are still new to them. We have seen this with the HTML5 revolution, and we are seeing it now with innovations like the metaverse. Having spent several years experimenting with solutions and developing our leading game engine, we already know what to expect and how to make the most of this innovation, while others need to start afresh.

AL: It’s hard to say, but the evidence shows that these games are here to stay because they tap into the culture and psychology of key demographics. It won’t take anything away from traditional content, but you can see everyone experimenting with designs that communicate fresh themes and experiences to an audience, whilst working out of a mathematical model that the audience is more familiar with.

Some companies have proven to be very successful and have grown very quickly in this space; this doesn’t seem to be a fad and appears to be something that taps into player culture. If you look at the way the market is evolving, then you will notice that there’s a type of restlessness from stakeholders to deliver different experiences to players.

Look at fishing games in Asia: they have proven tremendously successful in that region but they’re something which might not work elsewhere for a number of reasons. With non-traditional content you always have to consider player experiences which happen outside the realm of gambling and seamlessly combine this with suitable mathematical model – you’ll always need to maintain that gambling core that appeal to the demographics you are speaking to.

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Portrait of a Fraudster Then and Now: How Scammers’ Habits and Tactics Are Changing

Published

5 days ago

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June 26, 2025

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Reading Time: 4 minutes

 

Fraud in the iGaming sector is no longer the work of lone opportunists. Today’s scammers operate in well-organized, tech-savvy networks – quietly exploiting systems that weren’t built to catch them. And as the digital economy grows, so too does the complexity of fraud schemes targeting gaming operators.

Amid this evolving threat landscape, Frogo has emerged as a  company redefining how fraud prevention should work. We spoke with Volodymyr Todurov, CEO at Frogo, to get an inside look at how fraudsters are changing their tactics – and what operators can do to stay ahead.

 

Fraudsters evolve fast – how does your system stay one step ahead without overwhelming teams with false alarms?

Absolutely, the landscape of fraud is constantly shifting and staying ahead requires more than static rules. At Frogo, we’ve developed a dynamic system that adapts in real-time to user behavior and transaction contexts. Our platform learns from both fraudulent and legitimate activities, enabling it to distinguish between the two more effectively. This approach reduces false positives and ensures that our clients’ teams can focus on genuine threats without being bogged down by unnecessary alerts.

 

Can you walk us through a real-world case where your platform uncovered a fraud scheme traditional tools missed?

Absolutely. One notable case involved a large-scale bot attack targeting SMS-based fraud vectors. Initially, our standard device ID-based defenses helped neutralize the first wave of the attack. However, the adversaries quickly adapted, altering their emulation tactics to bypass traditional checks. At that point, conventional methods were no longer sufficient to detect the evolving fraud.

We responded by implementing a dynamic anomaly detection framework. This involved redefining detection signals in real-time using IP intelligence and deep device fingerprint attributes – areas where our proprietary data collection algorithms provided a significant edge. By anchoring detection logic to more granular and resilient signals, we were able to recalibrate thresholds dynamically, ensuring legitimate users weren’t impacted.

The results were decisive: bot attack efficiency dropped sharply from over 80% to just 3.5%.

 

What’s something about fraud detection that most businesses get wrong? And how does Frogo challenge that?

A common pitfall we see is operational rigidity – many businesses rely on static rules and general-purpose triggers that result in high false positive rates. This not only burdens anti-fraud teams with unnecessary manual reviews but also degrades the experience for legitimate users, especially loyal or VIP customers.

For example, it’s typical to see blanket rules like “manually verify all payouts over X euros.” While that may seem prudent, in reality it’s inefficient. It overlooks low-value, high-frequency fraud – such as bonus abuse – and disproportionately flags legitimate high-value players.

At Frogo, we take a different approach. Our system adapts rules dynamically based on customer behavior and segmentation. A trusted VIP user with a long-standing reputation shouldn’t be reviewed multiple times a day. But if a wave of new €5 accounts starts exhibiting bonus-hunting behavior, they should run immediate scrutiny – regardless of transaction size.

By aligning detection logic with behavioral context and player reputation, we reduce noise, increase fraud catch rates, and protect real users from unnecessary friction.

 

How does Frogo automate risk logic without sacrificing the flexibility businesses need to reflect their unique policies and traffic patterns?

At Frogo, we don’t see automation and customization as opposing forces – they operate in different dimensions. Our focus is on automating the customization of risk and scoring policies in a way that respects each client’s specific risk appetite and user behavior.

We achieve this through dynamic triggers. Rather than hardcoding arbitrary rules – like “five failed top-ups per minute equals fraud” – we apply adaptive scoring thresholds that align with real-world usage patterns.. For example, our system might detect that, for a certain payment method and user segment, more than 1.3 failed top-ups per minute is statistically anomalous – because it exceeds the 98th percentile of historical behavior.

But that same trigger adjusts automatically. If the next day a payment provider experiences a technical issue and normal users start retrying more often, the threshold might shift to 2.7. What was anomalous yesterday may no longer be today – and our system adapts accordingly to reflect evolving traffic patterns.

As a result: the clients retain full control over their risk strategy, while Frogo ensures their policies scale efficiently, adapt in real time, and minimize false positives – even in volatile traffic conditions.

 

Beyond detection – how does Frogo help companies investigate and understand fraud at a strategic level?

Detection is just the beginning. Frogo’s graph-based forensic tools and AI models provide a comprehensive view of the relationships between accounts, transactions and behaviors. This allows companies to identify patterns and vulnerabilities that might not be apparent through traditional analysis. Our analytics layer offers insights into trends and forecasts, enabling businesses to understand the broader context of fraudulent activities and make informed strategic decisions to mitigate future risks.

Fraud might be getting smarter, but so are the solutions built to fight it. Platforms like Frogo are helping operators move beyond reactive security measures and into a space of strategic, data-informed defense. In an industry where trust is everything, that shift might just be the difference between staying one step ahead – or falling behind.



Disclaimer: Frogo’s fraud prevention solutions are developed in full compliance with applicable data protection laws, including GDPR. All behavioural analysis is performed on anonymised or aggregated data, with full transparency and control provided to our clients.

The post Portrait of a Fraudster Then and Now: How Scammers’ Habits and Tactics Are Changing appeared first on European Gaming Industry News.

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Inside the Matrix: A Conversation with EveryMatrix Founders on Europe, Expansion, and Staying Hands-On

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1 week ago

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June 23, 2025

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Reading Time: 4 minutes

 

By Maria Emma Arnidou, Event Marketing Director at HIPTHER, for the European Gaming Media

During the recent EveryMatrix Media Day at the company’s opening of their new London office, Co-Founders Ebbe Groes (CEO) and Stian Hornsletten sat down with press to share key insights into their strategic vision. In this exclusive Q&A, we explore their views on the European Market, the evolution of EveryMatrix’s business model, leadership philosophy, and the company’s experience in the ever-evolving U.S. market.

Europe is filled with local heroes. It’s far more fragmented than most people think.

 

You discussed emerging markets in your presentation. What about Europe – is it considered saturated, or are there still areas of growth?

Ebbe Groes: I really don’t think Europe is saturated at all. In fact, big parts of it are still underdeveloped. Take France for example, it doesn’t allow online casino. Germany has effectively banned it. That’s two of Europe’s three largest economies where casino is either outlawed or nearly impossible. So yes, there is still plenty of room for growth.

Stian Hornsletten: And the market is getting more concentrated around a few bigger players, but even then, it’s not as centralized as in the U.S.

Ebbe Groes: Exactly. Europe is filled with local heroes. You won’t find many players dominating across the board. Kindred, Betsson – they’re strong, but when you go country by country and look at market share, the picture is very fragmented. Even with the economies of scale in marketing – say you sponsor a Premier League team – you’re still not getting the full return unless you’re present across multiple markets. That’s what makes Europe so different from the U.S., where a few big players hold all the cards.

We started with a sportsbook. Now we’re building an ecosystem.

 

EveryMatrix today operates across multiple verticals with a deeply diversified portfolio. Was this the vision from the start, or did it evolve as the company grew?

Stian Hornsletten: The vision definitely evolved quickly as we grew. We started with OddsMatrix, a B2B sportsbook product that was meant to be an off-the-shelf, managed solution – something that didn’t exist back then. Within a year, we had already expanded into turnkey and PAM solutions. By 2010–2011, we had launched the CasinoEngine and started specializing in product verticals.

We’ve always been very innovation-driven. We keep developing new products – some of which are still under wraps – and R&D remains one of the most exciting parts of what we do. Today, most of our top 10 clients are turnkey. While we still offer standalone modules, our growth has come from cross-vertical synergy.

 

Despite this scale and complexity, you both remain deeply involved in the company’s day-to-day operations. How do you manage to stay on top of everything across products, people, and processes?

Ebbe Groes: It helps that we’ve been here from the start. I wouldn’t want to be hired into this role now and try to learn everything from scratch – but I’ve had 18 years to absorb it all. We’ve built the company in a way that each vertical operates almost like its own business. For example, the sports division has its own CTO, product team, trading team, and even its own support function. That independence gives us breathing room.

It allows me to focus on high-level strategy, like acquisitions – take FSB, for instance. That required a lot of focus at the start, but eventually it will transition into the core business and require less direct involvement.

Stian Hornsletten: Over the years, we’ve also developed strong planning, reporting, and KPI structures across the business. That consistency makes it easier to monitor everything and integrate new divisions. Whether we open a new office or onboard a new team, we already have the systems in place to support them.

Ebbe Groes: And the same goes for finance and HR. When we opened the London office, the HR team already knew how to handle it – we’d opened three the year before. That kind of maturity allows us to move fast without creating chaos.

“In Europe we have 150 competitors in content; in the U.S., maybe 10.”

 

And what about the U.S. – a market many see as the holy grail of iGaming? What’s your current position there?

Ebbe Groes: To be honest, the U.S. was a tough lesson. We entered hoping to provide a full turnkey solution, but the market didn’t evolve the way we expected. Many well-funded B2C operators pulled out, and that left little demand for companies like us to offer the full stack. We pivoted to focus on one thing: our own gaming content.

Stian Hornsletten: We’re now live in four out of five regulated U.S. states for our own content, and we have agreements with all the major operators. Some new games from SlotMatrix are set to launch by summer, and they’ve already shown strong performance elsewhere – which gives us hope. If we manage to capture even 1–2% market share with our own content, that would already be meaningful.

But it’s been a long and costly process. Every state has its own regulatory requirements, separate hosting, and certification needs. And if one state’s not ready, operators won’t promote your games nationally. It’s frustrating, but it also reduces competition. In Europe we have 150 competitors in content; in the U.S., maybe 10. So if we can endure, there’s long-term potential.

The post Inside the Matrix: A Conversation with EveryMatrix Founders on Europe, Expansion, and Staying Hands-On appeared first on European Gaming Industry News.

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Review Fatigue Is Real: How to Make Casino Comparisons Clear, Honest, and Huma

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2 weeks ago

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June 18, 2025

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Sebastian Jarosch is the founder of Mithrillium Media Ltd, and a very famous figure in the iGaming industry. His contributions to the market have been immensely influential. Jarosch has overlooked several projects relating to the online gambling market, most notably those involving affiliates. Because of his past works, we believe he is uniquely qualified to address the topic of Review Fatigue, that seem to be plaguing the industry right now.

Actions speak louder than words. And Jarosch’s actions have earned him several of the most notable industry awards. Among the most notable are the Casinomeister 2020 Awards for Best Casino Group, the AskGamblers Awards for Best Partner in 2021, and the Affpapa Awards Affiliate Programme of the Year 2022.

Interview Questions:

What is “review fatigue,” and why do you think it’s becoming a growing issue in the iGaming space?

Review fatigue happens when players are faced with repetitive, overly long, or generic content. With so many casinos offering similar bonuses, games, and licensing, users quickly lose interest if every review sounds the same. Many reviews lack real insight and simply list features without context, often sounding too good to be true. As a result, players tend to skim or move on entirely, especially if they’ve already seen the same structure and wording on multiple other sites.

How can overly technical or overly promotional content alienate users instead of helping them?

When content is too technical, it can confuse or intimidate newcomers. Ideally content is educational and written with the player in mind. On the flip side, a sales pitch feels dishonest, especially to experienced players who know what to look for. Users are looking for clarity and guidance, not marketing sugar coated casinos. If a review sounds like it’s trying to sell rather than help, it erodes trust immediately. Players want transparency, real pros and cons, not just buzzwords.

What are the most important things players want to see in a casino comparison, and what can we safely leave out?

Players want to know the promotions, payment methods, withdrawal speeds, licensing, game variety, and reliability of a casino. They also care about things like support quality, KYC, ownership, RTPs, and real player feedback. What they don’t want is generic content that could apply to any casino and offers no real value. Sites like Casino-Groups help players pick the right casinos based on individual preferences.

How do you balance clarity with completeness when writing or designing reviews?

It’s all about prioritizing information and guiding the reader. We aim to answer the most important user questions right at the beginning, often using summary tables to make things easier to digest. More detailed information comes later for those who want to dive deeper. It’s important to avoid walls of text and explain complex terms in plain language. The goal is to give users exactly what they need to know, without bombarding them with unnecessary information.

Do players trust shorter, more digestible content more than long-form reviews today? Why or why not

Shorter content tends to convert better because users find what they’re looking for quickly, without digging through long paragraphs full of filler. Dense, meaningful content with no waste often performs best. A short, clear, and well-structured review can build more trust than a long one filled with fluff. That said, some players do enjoy longer reviews, especially when they’re broken up with visuals, clear sections, and genuinely useful insights.

What role does tone of voice play in making reviews feel more human and less “salesy”?

A review should feel like it’s written by a real person who’s an expert in the field, not by ChatGPT or a salesperson. We use conversational language where possible and speak directly to the user. If something’s bad or a bonus is just average, it needs to be mentioned. That kind of honesty builds far more credibility than flashy design or empty buzzwords.

How do you verify and present information (e.g., licensing, terms, payment speed) in a way that’s both accurate and user-friendly?

We manually verify everything by signing up, testing support, and reading the fine print. We also check licenses through official registries and monitor user feedback on watchdog sites. To present the information clearly, we use tables, lists, screenshots, and both internal and external links to relevant pages. All our reviews follow a consistent format so players know what to expect and can easily find the details they need.

Have you experimented with visual elements like comparison tables, badges, or rating meters to reduce cognitive load?

Pictures speak a thousand words and help break up content into smaller, more digestible sections, reducing review fatigue. We use comparison tables for things like bonus terms, game selection, and payment methods. Every review includes a rating, and we apply badges to highlight our top casinos. This makes it easier for users to compare options at a glance and make smarter decisions with less effort.

What strategies do you use to keep review formats consistent while still personalizing the experience for different user types?

We follow a consistent structure that works well for both SEO and conversions. However, if a specific area needs emphasis or additional context, we’re happy to deviate from our standard format to ensure topical completeness. Some casinos offer unique features that deserve extra attention, and in those cases, we’ll add dedicated sections. The framework is consistent, but we stay flexible where it counts.

Looking ahead, how do you think casino reviews will evolve to meet changing user expectations and attention spans?

We’ll see more interactivity, personalization, and smarter use of data. Reviews could adapt in real time based on user preferences, highlighting crypto options for one user and game selection for another. AI chatbots may help users find the best match and answer questions about a casino instantly. Integration with platforms like Discord or Telegram where players can exchange themselves could also make reviews feel more social and trustworthy. Reviews need to become sharper, more authentic, and more genuinely helpful than ever before.

The post Review Fatigue Is Real: How to Make Casino Comparisons Clear, Honest, and Huma appeared first on Gaming and Gambling Industry in the Americas.

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