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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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Conferences in Europe

2025 Gaming in Germany Conference to address black market data, business developments & more!

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3 days ago

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July 16, 2025

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The 2025 Gaming in Germany Conference, set to take place Tuesday, November 11, 2025, will once again be THE place to get the latest information on Germany’s online gambling market.

Speakers & topics

The Gaming in Germany Conference is an annual event for everyone who is professionally involved in Germany’s regulated online gambling industry.

The conference will cover topics such as the latest regulatory developments (including the upcoming review of the 2021 State Gambling Treaty), IP blocking, black market growth, player protection, marketing, compliance, and much more.

Confirmed speakers include:

  • Jörg Hofmann, Senior Partner, Melchers Law
  • Senior GGL representative
  • Senior ZEAL representative
  • Mathias Dahms, President, DSWV
  • Dirk Quermann, President, DOCV
  • Christian Heins, Director iGaming, Tipico
  • Birgitte Sand, CEO, Birgitte Sand & Associates
  • Josh Hodgson, COO, H2 Gambling Capital

Willem van Oort, Founder of Gaming in Germany, commented: “Like in many other European markets, calls for stricter regulations have put black-market growth in the spotlight. In Germany in particular, there exists significant controversy about the true market share of offshore operators. We intend to share specific and concrete data at this year’s conference. We are very happy that the German regulator will be present, as well as all the major industry voices. If you are in any way interested in the future of the German iGaming market, this event is not to be missed.”

Business operations & breakout sessions

In addition to high-level regulatory and policy-related information, the 2025 Gaming in Germany Conference also offers profoundly practical information on topics such as KYC, AML, data protection, payment solutions, and much more. Breakout sessions will be hosted by trained experts and are highly interactive.

Get practical information to give your day-to-day operations a boost!

Call for speakers

If you are interested in delivering a presentation or participating in a product or service-themed breakout session, please contact Gaming in Germany founder Willem van Oort for more information regarding opportunities and possibilities.

We are specifically looking for expertise on business topics such as media & marketing, affiliation, compliance, and operations.

Practical information

The 2025 Gaming in Germany Conference takes place Tuesday, November 11, 2025, at the DoubleTree Hilton Ku’damm in Berlin – just 100 meters from the magnificent Kurfürstendamm!

Registration for the event is now open: https://bit.ly/GiGC2025

See you in Berlin!

The post 2025 Gaming in Germany Conference to address black market data, business developments & more! appeared first on European Gaming Industry News.

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Conferences in Europe

SBC Summit 2025: Scaling Connections and Industry Dialogue in Lisbon

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4 days ago

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July 15, 2025

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From 16–18 September 2025, the global sports betting and iGaming community will converge at the Feira Internacional De Lisboa for SBC Summit 2025 – an industry-defining exhibition and conference designed to bring scale, structure, strategic dialogue and actionable business opportunities to the evolving gaming landscape.

This year’s edition is set to welcome 30,000 delegates and will unfold across an expanded 135,000 square metre venue space. With 700+ exhibitors, 550+ speakers, and a structured layout spanning 5 vertical-specific zones, the event reflects both the complexity and global reach of today’s gaming ecosystem.

An Evolving Format to Match Industry Needs

The layout of SBC Summit 2025 has been carefully designed to reflect the multifaceted nature of the gaming industry. Each of the five dedicated zones will focus on a key vertical, with its own exhibition floor, conference stage, and networking areas. This format aims to enhance relevance for attendees by enabling more focused exploration, conversation, and business development.

In addition to these zones, the event will host two specialist summits:

  • Affiliate Leaders Summit
  • Payment Expert Summit

These dedicated summits allow for deeper interaction among professionals operating in specific areas of the gaming value chain.

A Multi-Stage Conference Agenda

The conference programme will span seven stages, hosting over 550 speakers. Among many highlights will be headline speaker appearances from global superstars – such as marketing & tech pioneer Gary Vaynerchuck, with others to be announced shortly. Sessions are set to address core topics such as:

  • Application and implementation of Web3.0, AI, Blockchain and other booming technologies
  • Player protection and responsible gaming
  • Evolving regulation and compliance in Global & Emerging markets
  • Payment solutions and financial innovation
  • Advances in iGaming and casino tech
  • Affiliate strategies and performance marketing

Session formats will vary – including keynotes, workshops, and roundtable discussions– designed to encourage both knowledge sharing and interactive dialogue.

Beyond the Sessions: Networking and Media Infrastructure

To support both formal and informal engagement, the venue will also feature a dedicated media headquarters and a food festival area – offering relaxed settings for interviews, content creation, and spontaneous networking.

SBC Summit 2025 continues to position itself as a significant touchpoint for industry professionals seeking not only visibility, but also long-term growth opportunities and strategic partnerships.

Evenings of Connection: Networking Events & Infinity Lisbon Closing Party

SBC Summit 2025 isn’t just about the sessions and exhibition floor – it’s about the connections that spark after hours. This year’s lineup of networking events invites delegates to experience Lisbon’s vibrant nightlife through a curated series of parties, dinners, and celebrations hosted at the city’s most iconic venues.

The week kicks off with the SBC Summit Opening Party on Tuesday, 16 September, at Urban Beach – one of Lisbon’s hottest night spots – featuring headline sets by international DJs Joel Corry and Imanbek. It’s the perfect setting to unwind, network, and set the tone for the days ahead.

On Wednesday, 17 September, a trio of exclusive events will unfold across Lisbon:

  • The C-Level & Operator VIP Dinner & Networking Party at SUD Lisboa, offering luxury dining and breathtaking views of the 25 de Abril Bridge from its rooftop terrace
  • The Payment Expert Summit VIP Dinner & Party at Kais Restaurante Bar, designed for professionals in the Emerging Tech and Payments sphere
  • And the Affiliate Leaders Awards 2025 at MEO Arena, celebrating affiliate excellence with a glamorous awards ceremony and gala dinner

The Summit culminates in a spectacular finale: the Infinity Lisbon Closing Party 2025, held on Thursday, 18 September at the iconic MEO Arena. With superstar DJs Alok and Timmy Trumpet headlining, this event promises to be a high-energy, unforgettable close to an impactful week of business and celebration.

From casual mingling to VIP experiences, SBC Summit 2025 ensures that meaningful connections happen at every level – both on and off the show floor.

 

For full details, visit the official event site: sbcevents.com/sbc-summit

The post SBC Summit 2025: Scaling Connections and Industry Dialogue in Lisbon appeared first on European Gaming Industry News.

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Compliance Updates

VIDEO | Spanish, Brazilian regulator speak at 2025 Gaming in Spain Conference

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4 days ago

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July 15, 2025

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2025 Gaming in Spain Conference once again brought together key stakeholders in Spain’s regulated iGaming industry.

If you were there, thank you for attending – also on behalf of our co-hosts Xavi Muñoz and ECIJA Law Firm!

Willem van Oort, Founder of Gaming in Spain, commented: “We are extremely pleased to have organized another successful Gaming in Spain Conference. All major stakeholders in Spain’s regulated online gambling market were present, as well as several experts from Brazil and other Latin American countries who highlighted the opportunities offered by these transatlantic markets. We almost can’t wait to see everyone again next year!”

In case you missed the event, full video recordings of key sessions are included below.

Mikel Arana, Director General, DGOJ: “Algorithms, advertising & deposit limits: Outlines and obligations”

The post VIDEO | Spanish, Brazilian regulator speak at 2025 Gaming in Spain Conference appeared first on European Gaming Industry News.

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