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Exclusive Evoplay interview on Italy: “We’re creating high-quality games that can really appeal to Italian players.”

Published

2 years ago

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Reading Time: 5 minutes

 

Italy is arguably Europe’s second biggest gaming market and the most interesting when it comes to retail vs. online – with 80% or more players still part of the land-based scene.

We caught up with Evoplay CCO Vladimir Malakchi to hear the latest on their plans for capturing the market, as well as how the award-winning studio’s games are proving to be a real asset for their latest Italian partners.

 

Congratulations on Evoplay’s multiple deals as you expand into Italy! Can you tell us a bit more about your recent partnerships and your plans for further growth in the market?

Thank you! We’re very excited about our recent partnerships and our plans for further expansion. We entered Italy back in 2020, and, over the past three years, we’ve ensured constant growth in players’ interest, trust and openness towards trying out our latest titles.

I truly believe that the key to any commercial success is the partnerships and connections we build with the operators we work alongside. As a result, we are very proud to work with some of the country’s biggest brands. Last year was by far our best yet, securing deals with the likes of Tuko Productions, Scommettendo and Sportbet. Our award-winning slots and instant games have proven to be a real differentiator, and we’re delighted that the feedback has been so positive.

On plans for further growth, we’re strongly focused on building our partner relationships even more, as well as creating high-quality games that can really appeal to Italian players. Our unique gamification tools will no doubt be key to this and are a strong factor in our focus on boosting engagement. So, in short, we’re very excited about Italy’s potential, and we’re confident that our unique approach will continue to resonate with players and partners alike.

What has been the principal driver behind Evoplay selecting Italy as a key market for growth? How would you summarise Italy’s online audience and demographics?

Our main drive here is the increasing adoption of online gaming from land-based. The numbers are clear to see; the online market revenue is projected to grow by 6.69% annually between 2023 and 2027, reaching a total volume of €3.68bn. On audience and demographics, the country is incredibly broad and diverse – which means significant opportunity. There’s a potential market of up to 20 million people for online, with a ratio of approximately 60:40 of male vs. female.

Given that near-parity, we can pursue plenty of creative options. The 25-34 age group is the largest segment, so demand for innovative entertainment is on the rise – which is a gap that Evoplay is serving well! It’s also good to note the level of smartphone penetration – with over 80% of the population using new generation smartphones, game content should be heavily mobile-optimised.

As well as being one of Europe’s biggest gaming markets – Italy also has a unique retail heritage with as much as 90% of gaming still happening offline. What strengths can you offer to operators to provide a platform for conversion into the online world?

Italy’s land-based gaming heritage certainly sets it apart from the rest of Europe. Online gaming holds distinctive benefits such as convenience, a greater variety of games, and of course, bonuses and promotions such as tournaments and quests. I believe that in-game and out-game gamification tools can effectively drive player engagement and improve conversion efforts for sports bettors and offline players. And, of course, those in-game and out-game gamification features add to the whole thrill of playing online, creating a community.

At Evoplay, we pride ourselves on our ability to create immersive and engaging games offline with strong visual and audio elements that can create an experience as exciting as a real casino. We believe that this is particularly important in the Italian market, where players are accustomed to the sensory experience of playing offline and improving conversion efforts for sports bettors and offline players. As a result, we focus heavily on our unique range of gamification features and incentives for our partners.

In addition, we also work closely with our partners to ensure that our games are integrated seamlessly onto their platforms, making it easy for players to access and play them. We understand that trust is a key factor in Italy, so we emphasise ensuring that our games are secure and reliable.

Onto slot types – what gaming trends are you seeing for Italian players and how are you catering to that demand? Which of Evoplay’s games is performing the best?

It’s common knowledge that football is Italy’s favourite sport, and it’s a huge industry with millions of people betting on it. This has had a significant impact on gaming trends in the country. Instant games have become particularly popular, providing a nice contrast to the wait for live sports fixtures when betting. Players love the instant results they get from these games, and it’s a refreshing change of pace. So of course, football-themed games work perfectly for this. Another trend we are seeing is that Italians love to play chicken-themed titles, so this is certainly an avenue we’re continuing to develop!

We are always looking to stay ahead of the curve and provide our Italian players with the latest and most innovative gaming experiences. Classic slots, video slots, in-game gamification elements, out-game gamification, tournaments, and quests are trending heavily, and we’re actively catering to that demand. Our current top-performing games in the Italian market are Penalty Shoot-out, Fruit Super Nova Game Collection, Elven Princesses, and Hot Triple Sevens. These games are loved by players for their engaging gameplay, stunning graphics, and exciting bonus features.

As a truly innovative studio, how can you help online operators improve their conversion efforts for sports bettors and offline players? What can you offer that’s different?

Sports, and indeed sports betting, is an essential part of the Italian fabric. We understand that importance, and we’re proud to offer RNG-based games that provide a unique sports betting experience.

Our games are also designed to be integrated seamlessly with sports betting platforms, which means that players can quickly switch between gaming and sports betting, with the same action enjoyed across both. Evoplay’s RNG-based Football Pack is a vital component of this commitment as it offers a unique and exciting experience that adds to the overall thrill of the betting experience.

Testament to this is the success of our Penalty Shoot-out. This instant game is unique because it features an innovative betting method that keeps players engaged and excited. As players navigate through the game, they experience a realistic penalty shoot-out where they get to choose the nation they want to represent and aim for goal.

Last but not least, what’s Evoplay’s vision for Italy 2023 and 2024? What are your plans for growing even further in the market and entertaining players?

Our vision for Italy in 2023 and 2024 is focused on growth and continued innovation. The market is a core part of our European strategy, and we’re committed to providing the best gaming experiences possible for players here.

To achieve this, we’re launching new games of different types that are tailored to local audiences. Especially exciting is that players can expect another game in the Penalty Shoot-out series. Additionally, we’re also preparing our next flagship game, which is truly fresh and unique, and we’re confident it will be a real hit with players here.

We’re also providing our partners with different game packages that include marketing activities and engagement opportunities. We also see plenty more opportunity in transitioning land-based players to online, which gamification will be a key driver towards achieving.  We make calculated data-driven moves, so we will be gathering all the data and feedback from our operators and based on the collected information, we will prepare our next steps and make predictions for 2024.

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Strategies that Scale: Evoplay’s Alex Malchenko on Cracking the Code of Localised iGaming Success

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2 days ago

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September 8, 2025

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Reading Time: 4 minutes

 

Alex Malchenko, Head of Sales at Evoplay, joins us for an exclusive conversation ahead of HIPTHER’s European Gaming Congress 2025.

Evoplay, proud Pen & Paper Sponsor of this landmark event, continues to pave the way in iGaming with pioneering content, creative game design, and strategic market expansion.

With over a decade of B2B sales experience, Alex has played a lead role in entering regulated territories, forging new Bingo and Lottery partnerships, and launching fresh business directions – making him the ideal voice to explore insights around localising content for different markets: challenges, nuances, and successful strategies.

 

Alex, with your background scaling new markets and products, what challenges have you encountered with content localisation in the iGaming space?
When we enter or grow in a new market, we look at its own specifics. In some markets, the main challenge is regulation, whether it’s strict certification rules, requirements on game content and promotions, RTP levels, or even small details like how session time is displayed. That’s why we take time to understand the rules, the culture, and what local players actually want.

One good example is our instant game Penalty Shoot-Out: Street, which we created for Brazil and its strong football culture. The challenges there were both technical and regulatory, since Latin American markets often have very different rules. In some countries, just certifying the game isn’t enough — additional RGS and RNG certificates and official confirmations are also required.

On top of that, we had to make sure the gameplay matched what players expected. With Penalty Shoot-Out: Street, we achieved this by combining fast bets, quick results, a familiar theme and the thrill of every goal, and it worked.

Another case is our Hot Triple Sevens, a worldwide-popular slot, which we’ve refreshed with new mechanics like Hold & Win. Then we re-skinned the game to suit different audiences — for example, American Sevens and Fogo do Brasil 777 — to make them resonate more with local styles and tastes.

When games are built with the right themes and mechanics for a specific market, they feel more engaging and relevant to players, which can significantly boost their appeal. That’s why localisation is something we put thought into every time, learning from experience, working with partners, testing locally and improving as we go.

 

When it comes to Evoplay approaching localisation for a new market, what are the first strategic frameworks or priorities you put in place?
In short: regulation, communication with partners, and understanding players. When entering a new market, we carefully study all aspects, analyse the situation, and build a strategy. This includes legal, commercial, marketing and financial components, among others. Of course, for a complete picture, we also look at competitors’ experience, talk extensively with local participants, and study players — sometimes launching special campaigns independently, sometimes in collaboration with partners.

In this regard, Evoplay has made significant progress this year, reaching a new level. To support this approach, we also run campaigns that help us better understand players and their preferences. For example, the Oath of Steel campaign with SlotsCalendar, featuring a shared prize pool, invited players to take part and share their feedback, which we looked at thoughtfully. Similarly, we worked on a joint game with SlotCatalog, drawing on insights from their player preference analytics. Initiatives like this give us a better sense of what players enjoy and help us shape our games for different audiences, supporting our broader approach when entering or growing in new markets.

 

Could you share an example where you had to adapt a game significantly – theme, mechanics, or language – to resonate with local players? What were the specific market nuances you had to tune into?

In our business, every game must meet regulatory requirements, and it’s normal that adapting a game for a specific market requires some extra adjustments. A good example of this is the lottery vertical, which is quite different from standard iGaming. In our business, every game must meet regulatory requirements, and it’s normal that adapting a game for a specific market requires some extra adjustments. A good example of this is the lottery vertical, which is quite different from iGaming. Here, we need to follow particular rules regarding content and promotions, along with other market-specific restrictions.

Other bright examples of our games adapted to local markets include mythology-inspired hits like Temple of Thunder II Bonus Buy and Roman Rule, as well as the previously mentioned American Sevens and Penalty Shoot-Out: Street. These games work well because everything comes together — the theme clicks with players, the visuals fit the concept, and the mechanics are engaging. I’d also highlight the simplicity of the games and their user-friendly UX/UI, which players appreciate no matter the region.

 

Operating in regulated markets obviously adds complexity. How do you strike the balance between compliance (e.g., legal, cultural mandates) and maintaining the brand’s creative integrity during localisation?
In situations like this, branded games are a good approach. Creating them involves working closely with partners, discussing details such as logos and technical settings like RTP or bet ranges.

At the same time, we like to experiment with small creative touches to see what really clicks with players. A good example is The Easter Catch slot, an updated version of our worldwide popular The Greatest Catch, especially designed for the Easter holidays. Taking this approach keeps the game flexible, meets legal and cultural requirements, and still feels like our brand. Tailoring it for the partner and their audience also makes the game more engaging and usually leads to better performance.

 

You’ve been instrumental in forging Bingo and Lottery partnerships. How does localisation differ when tailoring for those verticals versus standard casino-style titles?

First of all, I want to emphasise that Bingo and Lottery are quite different from standard iGaming. These are established verticals with their own history, unique communities, and regulatory features. The lottery market is also largely monopolised and moves at a slower pace compared to the fast-moving world of iGaming.

Some online lotteries, while offering more dynamic and engaging experiences than paper versions or traditional online formats, are subject to many restrictions. For example, design themes common in slots are often prohibited, RTP requirements differ, and other regulatory rules apply.

When it comes to trends in this area, the World Lottery Association sets the pace, and other lotteries tend to follow their lead.

Evoplay entered this sector to bring a fresh, innovative perspective, showing how classic games can be reimagined for a new generation of players and enthusiasts seeking new experiences. The projects we’re currently developing here hold great promise and add a fresh spark to this traditional space.

 

Thank you, Alex, for walking us through Evoplay’s thoughtful approach to content localisation and the art of balancing strategy with respect for local flavor. We can’t wait to hear more from you and other industry leaders live at the European Gaming Congress 2025.

 

Join us at the European Gaming Congress 2025 | 30–31 October | Warsaw

👉 Secure your spot today, network, and dive deeper into how industry leaders like Evoplay shape the future.

The post Strategies that Scale: Evoplay’s Alex Malchenko on Cracking the Code of Localised iGaming Success appeared first on European Gaming Industry News.

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HIPTHER Community Voices: Alieu Kamara – Founder and CTO of AmaraTech

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5 days ago

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September 5, 2025

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Reading Time: 4 minutes

 

You’re the Founder and CTO of AmaraTech—what inspired you to start the company, and how has your journey shaped where you are today?

Our Story: Technology Innovation Born from Purpose:
AmaraTech IT Solutions, founded in 2020 in the Washington, DC metro area and expanding strategically into Africa, dedicated to transforming communities through technology. Our journey began with a profound experience in Liberia, a country riddled by 14 years of brutal civil war, witnessed the limitations on human potential and economic growth due to inadequate technology infrastructure. This experience sparked a deep commitment to making advanced technology accessible for all, enabling organizations to flourish amid challenges. We truly believe in technology’s amazing ability to empower and transform communities everywhere.

Intro Link: https://www.youtube.com/watch?v=wstteIwaSKk

 

What’s one big lesson you’ve learned as a founder that you wish you knew earlier?

Learning to say no as a founder is one of the most critical yet counterintuitive skills for startup success. The natural instinct is to say yes to every opportunity, partnership, feature request, and meetings, but this creates resource dilution, product confusion, and team fatigue that ultimately kills focus and progress. Startups with limited time, money, and energy must recognize that every “yes” is an implicit “no” to something else, and that niche dominance beats broad mediocrity. The cost of learning this lesson late includes providing so many products that confuse users, burning resources on low-impact initiatives, and missing opportunities in core focus areas. Successful founders develop “hell yes” criteria, create decision frameworks, practice graceful declines, and conduct regular priority audits to maintain laser focus. The paradox is powerful: saying no to more opportunities allows you to say a much bigger yes to what truly matters, creating clearer product vision, stronger team alignment, better resource utilization, and ultimately more fundable and successful business.

 

In your view, what makes great managed services today—and how do you bring that to life in the work you do?

At AmaraTech, we believe great managed services today go far beyond traditional IT support—they require proactive, AI-driven cybersecurity intelligence tool that prevents threats before they impact business operations. We deliver this through our integrated ecosystem approach, where cutting-edge threat detection, cloud infrastructure, and business applications work seamlessly together under 24/7 SOC monitoring. What sets AmaraTech apart is our commitment to being true strategic partners: we develop deep industry expertise to understand each client’s unique compliance requirements and operational challenges, then translate our technical capabilities into measurable business outcomes like revenue protection and competitive advantage.
Through transparent reporting, continuous innovation with leading cybersecurity vendors, and flexible engagement models that scale with growth, we don’t just manage technology—we architect security-first solutions that drive business success. When you partner with AmaraTech, you’re not getting a vendor; you’re gaining a cybersecurity-focused technology advisor dedicated to keeping your business protected, compliant, and positioned for innovation in an increasingly complex threat landscape. My passion for helping organizations embrace progressive technology drives successful business transformation and seamless technology integration, positioning our company as a leader in next-generation cybersecurity solutions.

 

Do you see any gaps in the tech industry that you think more companies should be addressing?

The cybersecurity industry urgently needs to develop AI-native security frameworks that can match the speed and sophistication of AI-powered attacks, which are scaling exponentially while traditional defenses remain linear. Current cybersecurity frameworks are built on reactive, signature-based models that cannot adapt fast enough to counter AI-generated attack variations, creating dangerous gaps in real-time threat response.
The industry must prioritize developing adaptive security architectures that integrate human expertise with AI-driven defense systems, democratize advanced security tools for organizations of all sizes, and establish rapid threat intelligence sharing networks that operate at machine speed. At AmaraTech, we’re addressing these framework gaps by building AI-enhanced security operations that evolve with threat patterns, making enterprise-grade adaptive defenses accessible through managed services, and creating collaborative intelligence systems that amplify human analyst capabilities rather than replacing them. The critical challenge is shifting from traditional periodic security updates to continuous, proactive AI-native frameworks that can defend against tomorrow’s threats today—because the window for reactive cybersecurity approaches is rapidly closing in an AI-accelerated threat landscape.

 

How do you keep up with the fast-changing tech landscape—especially when it comes to things like cybersecurity, compliance, or AI?

As cybersecurity threats evolve at unprecedented speed with AI-powered attacks and constantly shifting compliance requirements, AmaraTech maintains its competitive edge through a comprehensive intelligence ecosystem that combines strategic vendor partnerships, real-time threat monitoring through our Security Operations, and active participation in threat intelligence sharing communities. Our team maintains cutting-edge certifications while operating hands-on testing labs for emerging AI security technologies, ensuring we can rapidly assess, deploy, and scale new defensive measures across our client portfolio within hours of threat emergence. This systematic approach to continuous learning—from regulatory compliance partnerships to client-driven insights and internal knowledge sharing—positions us as a proactive cybersecurity advisor who anticipates and prepares for threats before they impact business operations. While many MSPs react to security incidents, our commitment to staying ahead of the threat landscape through multi-layered intelligence gathering and rapid adaptation capabilities ensures our clients receive protection against both current attacks and tomorrow’s emerging cyber challenges, making cybersecurity readiness a competitive advantage rather than a reactive necessity. It enables organizations to thrive in our increasingly connected, threat-aware digital landscape by fostering inclusive partnerships that bridge technology gaps and accelerate innovation adoption across diverse business sectors.

 

What’s coming up next for you and AmaraTech—any big plans, goals, or ideas you’re excited to roll out?

I’m currently leading the development of a groundbreaking AI-powered cybersecurity platform designed to revolutionize security management for businesses and organizations through advanced technology integration and intelligent automation. This comprehensive solution leverages custom AI models built on cutting-edge large language models to enhance user interaction and automate complex security workflows, delivering protection through a dual-module architecture. The platform combines systematic Vulnerability Management—featuring automated assessment, structured remediation workflows, and continuous monitoring capabilities—with advanced Threat Intelligence that generates operation-specific insights tailored to each organization’s unique risk profile, industry sector, and business context. By delivering actionable threat intelligence for informed risk assessment and strategic remediation planning, this innovation empowers organizations to systematically identify, prioritize, and address security risks while maintaining regulatory compliance, ultimately improving overall security posture and delivering personalized cybersecurity experiences that create measurable business value across diverse client platforms.

The post HIPTHER Community Voices: Alieu Kamara – Founder and CTO of AmaraTech appeared first on European Gaming Industry News.

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The White Label Dilemma: Finding the Right Balance for Your iGaming Business

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2 weeks ago

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August 27, 2025

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It’s not just black and white label

Yoni Sidi, CEO at Wiztech, says white labels are all about striking the balance between pros and cons, but for some, it’s impossible to achieve and that’s why it’s important to consider other options.

 

For most operators, a white label solution seems to offer the best route to market. But is that actually the case?

I’ve been working in the industry for more than two decades now, and over that time, I’ve worked on both sides of the fence – so on the white label operator side and on the white label provider side. This gives me a deep understanding of the pros and cons of white label solutions, and this understanding ultimately led me to launch Wiztech. To answer your question more directly, white labels are always about striking the balance between the pros and cons they present – for some operators, a balance can be found, but for others, it can’t. Ultimately, it comes down to knowing what you want from your platform or technology stack, and whether a white label can meet those requirements with the budget and resources you have available to you.

 

So, what are the pros and cons of a white label platform?

There are plenty of upsides to white labels, and that’s why they’re used by so many operators. The main advantages are speed to market and cost effectiveness – you can literally go from first discussions to your online casino being live in a matter of weeks. The upfront fees are relatively small, and, in most cases, you pay a revenue share back to the platform provider. This can tighten margins a little, but it means you don’t have to have a large capital reserve to get going. Another benefit is that you can take on as much or as little of the operation as you like – for some, they will let the platform provider take care of the operational aspect while they focus solely on marketing and customer acquisition. Other upsides include licensing, with the white label partner securing and being responsible for the licences they hold.

Drawbacks. The biggest for me is the lack of differentiation you get with a white label. The many brands that run on the platform often look very much the same, just with different logos and branding. After a few months of operating your online casino, you’ll likely notice friction points that you’ll want to address, but the rigid nature of white-label platforms means it’s incredibly difficult to smooth out even the smallest of bumps in the road. It’s also incredibly difficult to roll out unique features and functionality as the development team is usually working through a backlog of requests – most of which are for the friction bumps that need ironing out. Factor in the frequent regulatory changes that happen, and the need for the development team to respond to them, and it’s easy to see how hard it can be to improve the experience being offered to players.

 

How can operators strike a balance between the pros and cons of white labels?

It comes down to understanding the capabilities of the platform provider and whether they offer customisation and localisation. If they don’t, the operator needs to determine if this is a price they’re willing to pay in exchange for the speed to market and cost effectiveness that white labels provide. Of course, some white label providers do offer support and are happy to help when it comes to developing and deploying bespoke features and functionality. But in my experience, most don’t have the capacity for this, even if they say they do. For me, the balance is found by accepting the limitations of white labels and working within the (often pretty rigid framework) they provide. There are plenty of examples of operators that have done this and have gone on to run very successful brands in highly competitive markets.

 

Is there an alternative to white labels?

The most obvious alternative is to develop a proprietary technology stack, but this approach comes with just as many, if not more, pitfalls. Building a platform from the ground up is incredibly expensive and tremendously risky, and this is why so few operators outside of the industry power players have been able to pull it off. And even those that do often encounter issues such as ongoing maintenance, tech debt, staffing and compliance. But there is a middle ground between white label and proprietary, and it can be found with smaller platform providers whose technologies offer the agility, flexibility and adaptability required for operators to launch highly customised, almost bespoke, online casinos and sportsbooks.

 

How does Wiztech fit into the platform mix, and how do you support your partners in achieving their goals in often highly competitive markets?

At Wiztech, we champion modular tech and the likes of AI and automation. By embracing these, we have been able to build powerful yet highly customisable casino and sportsbook solutions that are also fully compliant in tightly regulated markets. In our experience, being able to quickly respond to regulatory changes provides a competitive advantage to our customers. In Mexico, for example, our client Winpot has been able to deliver a unique player experience while always ensuring compliance. And this is against a backdrop where regulatory changes often come with very little notice. Our technology can adapt quickly while Winpot continues to capitalise on the growing demand for entertaining online casino products and experiences.

But just as important as our technology is our approach to our partners. This sees us undertake a comprehensive onboarding process where we spend a lot of time understanding the client’s “why” before we map out the “what” and the “how”. This has proved to be incredibly effective and ensures that our clients can get the most out of the flexibility of our platform and the high levels of customisation and personalisation it provides.

The post The White Label Dilemma: Finding the Right Balance for Your iGaming Business appeared first on Gaming and Gambling Industry in the Americas.

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