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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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Conferences in Europe

Race Estoril Track With F1 Legend Barrichello During SBC Summit 2025

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2 days ago

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September 15, 2025

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SOFTSWISS, a global tech provider with over 15 years of iGaming expertise, invites SBC Summit Lisbon delegates to take a spin on the iconic Estoril Formula One circuit on 16 September 2025. The experience features remote-controlled car racing on a true-to-scale replica of the track. The programme begins at 10:00 with an opening race at Space EN08, with the circuit then open all day for drop-in challenges and networking.

At 10:00 on 16 September, a showcase race on the Estoril mini‑track will bring together Rasmus Sojmark, CEO & Founder of SBC, Rubens Barrichello, F1 legend and Non‑Executive Director for Latin America at SOFTSWISS, and Ivan Montik, Founder of SOFTSWISS. Delegates are welcome to cheer on the participants and then take the controls themselves on the very same circuit layout.

Beyond the track, Barrichello and Montik will also appear together on the Super Stage for their fireside chat, Excellence Under Pressure: Evolving in a Fast‑Moving Space. Taking place on 16 September, the discussion will explore the shared disciplines of motorsport and iGaming innovation, highlighting how speed, reliability and agility translate into long‑term business advantage. Barrichello will also share lessons from F1’s rapid technological changes, while Montik will show how SOFTSWISS applies similar agility in iGaming, innovating quickly while ensuring compliance and stability.

The SOFTSWISS team looks forward to meeting partners and friends throughout the show. Visit us at Stand B160 to explore collaboration opportunities and learn more about our product ecosystem.

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS provides certified software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka affiliate platform, the Sportsbook Software and the Jackpot Aggregator. The expert team counts over 2,000 employees.

The post Race Estoril Track With F1 Legend Barrichello During SBC Summit 2025 appeared first on European Gaming Industry News.

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GLI Returns as Sponsor of the Regulators’ Roundtable at EEGS 2025

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2 days ago

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September 15, 2025

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The Eastern European Gaming Summit (EEGS) proudly announces that Gaming Laboratories International (GLI) will once again return as a sponsor of the highly anticipated Regulators’ Roundtable at EEGS 2025, taking place on 27–28 November at Inter Expo Center, Sofia.

As the global leader in testing, certification, and professional services for the gaming industry, GLI has supported regulators, suppliers, and operators across more than 480 jurisdictions worldwide for decades. With a strong mission to ensure integrity, fairness, and transparency, GLI plays a pivotal role in shaping a trusted and sustainable global gaming environment.

The continued sponsorship of the Regulators’ Roundtable underscores GLI’s dedication to fostering dialogue, collaboration, and knowledge exchange between regulators and industry stakeholders. As one of the flagship sessions of EEGS, the Roundtable offers an exclusive platform to address pressing regulatory challenges, explore innovative solutions, and discuss strategies that will define the future of the sector.

EEGS 2025 will once again unite regulators, operators, suppliers, and thought leaders for two days of high-level discussions, networking, and knowledge sharing, reinforcing its position as the leading forum for gaming innovation and regulation in Eastern Europe and beyond.

Learn more & register here: https://eegamingsummit.com/register-for-super-early-bird-ticket/
For any sponsorship availabilities, see here: https://eegamingsummit.com/sponsorship-2025/

Together with partners like GLI, EEGS continues to be the meeting point for innovation, regulation, and collaboration in the gaming industry.

The post GLI Returns as Sponsor of the Regulators’ Roundtable at EEGS 2025 appeared first on European Gaming Industry News.

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EGT Digital to Showcase AI-Enhanced X-Nave Platform and New Gaming Content at SBC Summit Lisbon

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2 days ago

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September 15, 2025

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At this year’s SBC Summit Lisbon, EGT Digital will present its proprietary AI core integrated into the X-Nave platform, setting a new benchmark for personalization, compliance, and responsible gaming in the iGaming industry.

Unlike off-the-shelf tools, the AI core has been built from the ground up by EGT Digital’s own data science team, combining custom hardware, software, and in-house expertise.

“We’re excited to demonstrate how our AI core elevates X-Nave at SBC Summit Lisbon,” said Mr. Mihaylov, Deputy CEO of EGT Digital. “It’s more than a tech upgrade – it’s a new framework for building safer, smarter, and more engaging iGaming experiences.”

What does the Platform Deliver?

EGT Digital’s AI core, integrated into X-Nave, transforms the platform from a standard toolkit into an intelligent ecosystem.

The core capabilities include:

  • Proactive Player Protection – Detects risky patterns in real time and auto-adjusts limits on the fly.
  • Smarter QA – Simulated behavior speeds testing and boosts product quality.
  • Intelligent Campaigns – Dynamic segmentation and live personalization, driven by real-time data.
  • Predictive Churn Prevention – Identifies players at risk of leaving and provides value towards targeted retention campaigns with personalized offers.
  • AI-Powered Lifetime Value Forecasting – Combines multiple predictive models to accurately estimate each player’s long-term value, enabling smarter acquisition and retention strategies.
  • Intelligent Game Recommendations – Learns individual player preferences and delivers personalized game suggestions that boost engagement and session duration.
  • Automated Bonus Optimization – Uses machine learning to determine the most effective bonus types and values for each player segment, maximizing ROI.

Together, these capabilities make X-Nave more than a technology platform. Operators benefit from it ensuring long-term competitiveness in the fast-evolving iGaming market.

What to Expect at Booths A100 & A130?

Visitors to booths A100 and A130 will discover a full spectrum of innovations from EGT Digital and the wider EGT Group, including the following.

Upcoming slot titles

Two highly anticipated titles will be unveiled:

  • Power & Glory Athina – slot game with Cascades paymode, delivering dynamic, fast-paced play.
  • SugarVille 1000 – slot game with Cluster Pay, immersing players in a sweet world of bonuses, where the Clover Chance Jackpot can be randomly triggered at any time.

 

Rich gaming diversity

EGT Digital will also present a portfolio of 150+ in-house developed titles across diverse themes, plus top-performing jackpots such as: Bell Link, Clover Chance, Single Progressive, and the latest Gods & Kings Link.

 

X-Nave platform versatility

The modular X-Nave platform includes four main components: 

  • Sport Product
  • Gaming Aggregator
  • CRM Engine
  • Payment Gateway

Each can operate independently or as part of the turnkey solution. Key upgrades, such as the new Sports Recommendation Engine, enhanced Aggregator bonus management tools, and flexible Payment Gateway deposit and withdrawal options will also be on display.

 

VLT solutions from EGT

The EGT will showcase its established P 24-24 Up and P 27-27 St Slim cabinets, alongside with its newest VLT product –  the Self-Service Betting Kiosk (SSBK).

With compact dimensions and a QR code payment option, the SSBK is designed for maximum convenience and will feature the Gold VLT multigame with 50+ titles, including proven favorites like Keno Universe and exciting new releases.

Together, these highlights demonstrate how EGT Digital and EGT combine innovation with responsibility to deliver value for operators and engaging experiences for players worldwide.

 

About EGT Digital

EGT Digital is a next-generation technology provider for the global iGaming industry. With a strong focus on innovation and responsibility, the company delivers scalable, secure solutions that empower operators worldwide.

The post EGT Digital to Showcase AI-Enhanced X-Nave Platform and New Gaming Content at SBC Summit Lisbon appeared first on European Gaming Industry News.

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