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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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Running, Riding, and Rising Together: Wellness Takes the Lead at MARE BALTICUM 2025

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3 days ago

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May 16, 2025

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MARE BALTICUM Gaming & TECH Summit 2025 Breaking News:

Ultramarathoner Živilė Šerkšnaitė to Guide the Morning Networking Run!

Join us for an exciting running route across beautiful Vilnius, where we will be led by Živilė Šerkšnaitė – Ultramarathoner, Artist, Mountaineer, and human extraordinaire!

At HIPTHER, we’ve always believed that great ideas flow better when the body moves and the mind is clear. That’s why fitness and wellness are not just side activities at our conferences – they’re part of our DNA.

Join us for the Morning Networking Run in Vilnius: All paces are welcome – just bring your energy and running shoes!

 

Meet Your Running Guide: Živilė Šerkšnaitė

This year, the MARE BALTICUM Gaming & TECH Summit 2025 is taking that ethos to new heights – or, shall we say, new strides.

On May 28th at 07:30 AM, attendees are invited to join a Morning Networking Run across scenic Vilnius, guided by none other than Živilė Šerkšnaitė – Ultramarathoner, Artist, Mountaineer, and all-around human powerhouse. With up to 8km of easy-paced movement and conversation, the run will return by 08:45 AM –  just in time for a quick refresh and a powerful Day 2 kick-off.

And of course, we’ll keep you hydrated and happy: A big shoutout to WALLETTO, our Replenish Sponsor, for fuelling our runners with vitamin water and good vibes!

👉 Secure your spot: https://hipther.com/MBGTSvilnius

 

A Legacy of Movement…

HIPTHER introduced Morning Networking Runs in 2022, bringing early risers together for invigorating starts in Prague, Riga, Budapest, and Warsaw. The initiative was met with open arms (and elevated heart rates), prompting us to add Morning Yoga Sessions in 2023, creating moments of calm and clarity before packed agendas.

These aren’t just wellness gimmicks. They reflect our deep commitment to human-centric growth, nurturing not just minds, but bodies and spirits too. Because in our world, strong connections are built not just in panels and presentations, but on running paths, yoga mats, and bike routes.

So whether you’re lacing up your sneakers or strapping on your helmet, we can’t wait to move with you in Vilnius!

 

…Beyond Conferences

To help our community stay active beyond conference days, we’ve also created two growing digital wellness spaces – where movement meets motivation:

👟 HIPTHER’s iGaming & TECH Run Club on Strava brings together runners from across the industry who are eager to stay fit, share their achievements, and inspire each other. Whether you’re training for your next 10K or just enjoying a weekend jog, this is your place to connect.

🚴 And now, for the pedal-powered pros and weekend wanderers alike, we’re proud to introduce the brand new iGaming & TECH Cycling Club. Hop on your bike, track your rides, and cycle alongside fellow gaming & tech professionals – virtually and globally.

Join the movement here:

Let’s run, ride, and rise – together! #hipthers

The post Running, Riding, and Rising Together: Wellness Takes the Lead at MARE BALTICUM 2025 appeared first on European Gaming Industry News.

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Conferences in Europe

Gaming in Holland Conference announces new speakers, pre-conference program

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4 days ago

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May 15, 2025

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The Gaming in Holland Conference, which will take place June 5 in Amsterdam, has added several new speakers to its agenda.

Björn Fuchs, newly appointed Chair of VNLOK, and Henry Meijdam, who heads the VAN Kansspelen trade association, will both make an appearance at the event.

Fuchs and Meijdam join an impressive speaker lineup that includes Arjan Blok, CEO of Nederlandse Loterij; Renske Fikkers, Head of Market Supervision at the Netherlands Gambling Authority; and Henk Willem Smits, investigative reporter at Follow the Money.

Additionally, we are happy to welcome as our special guest former NOGA Chair, Peter-Paul de Goeij, who has promised to offer a no-holds-barred reflection on the (in)efficacy of Dutch gambling regulation.

Finally, we are extremely pleased to announce that Rohan Tare, Head of IT Customer Interaction at ABN AMRO, will discuss the growing threat of AI-supported identity fraud – a topic that is highly relevant for any business dependent on remote customer interaction.

The full agenda is available here.

Willem van Oort, Founder of Gaming in Holland, commented: “We are extremely pleased with our current speaker lineup. All key stakeholders and decision makers in the Dutch gambling industry will be represented at our event. As always, the Gaming in Holland Conference will is the best place to meet the people who matter in the Dutch regulated market. Moreover, we have taken the utmost care to ensure that all relevant developments and topics will be addressed at our conference. We almost can’t wait for our event to kick off!”

Breakout sessions and networking opportunities

In addition to our main program, the Gaming in Holland Conference also features several highly practical breakout sessions. Check out the full agenda for more information.

Furthermore, the Gaming in Holland Conference also offers plenty of networking opportunities during coffee breaks, lunch, and our traditional boat tour through Amsterdam’s picturesque canals.

Last but not least, the award ceremony of the Dutch Online Casino of the Year Awards will take place during the Gaming in Holland networking drinks at Holland Casino Amsterdam. All GiH Conference attendees are cordially invited to attend the festivities!

Pre-conference workshops & drinks

The GiH Conference includes free admittance to two certificate-granting workshops, which are generously provided by Chevron Consultants.

Workshop #1 is titled “Establishing a learning and training culture in your company with an LMS” and discusses the proper implementation and benefits of a Learning Management System.

Workshop #2 is titled “Compliance performance audits” and will teach participants how to structure audits in line with ISO 19011 and how to evaluate the performance of compliance procedures.

Both workshops will take place on June 4 – the day prior to the main event – and are free to attend for paying GiH Conference attendees.

Finally, all conference attendees are invited to join us for informal drinks and traditional Dutch “bitterballen” at Café Bistro Rijnbar in Amsterdam on June 4, from 19:00 until late. The first round is on us!

Registration now open

Registration for the Gaming in Holland Conference is now open. Don’t miss it! Register today: https://bit.ly/GiHC2025.

The post Gaming in Holland Conference announces new speakers, pre-conference program appeared first on European Gaming Industry News.

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Gaming in Spain Conference announces agenda

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6 days ago

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May 13, 2025

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The Gaming in Spain Conference, which will take place June 26 at Auditorio ECIJA in Madrid, has announced its initial agenda.

A select number of confirmed conference sessions are listed below. A more comprehensive agenda is available here: https://www.gaminginspain.com/agenda2025

 

Gaming in Spain Conference – Preliminary agenda

(Please note that all session titles are provisional.)

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

Regulatory update
Xavi Muñoz, Partner, ECIJA Law Firm

The Spanish iGaming market in numbers: Increasing black-market popularity?
Josh Hodgson, COO, H2 Gambling Capital

Regulatory burdens and licensed market sustainability
Jorge Hinojosa, Director General, Jdigital; Ester Martin-Ortega, Head of Public Affairs and Sustainability, Flutter Entertainment; Camille Gonzálvez, Gaming Lawyer, ECIJA

The Brazilian market: A regulatory update
Matheus Puppe, Partner, ECIJA Brazil

The state of play in promising LatAm markets (panel)
Eduardo Benavides, Managing Partner, ECIJA Peru; Matheus Puppe, Partner, ECIJA Brazil; Polibio Velenzuela, Partner, ECIJA Dominican Republic

For additional sessions, click here: https://www.gaminginspain.com/agenda2025

Willem van Oort, Founder of Gaming in Spain, commented: “This year, we have decided to look a bit beyond Spain’s borders – at the opportunities offered by Latin America’s booming and increasingly regulated markets. I am, of course, very proud to welcome several local experts to our event who can tell us more about these opportunities. Even so, Spain remains the focal point of our event. The Spanish government’s efforts to turn gambling primarily into a public health issue ensures that there will be plenty to discuss this year.”

 

Breakout sessions, workshops, networking & more

In addition to our main program, the Gaming in Spain Conference also features several highly practical breakout sessions, as well as three certificate-granting workshops on internal audits and the EU’s AI Act, GDPR website checks, and establishing a learning culture in your organization.

The workshops will take place on June 25 – the day prior to the main event – and are free to attend for paying GiS Conference attendees.

Furthermore, the Gaming in Spain Conference offers plenty of networking opportunities during coffee breaks, lunch, and networking drinks.

Finally, all Gaming in Spain Conference attendees are cordially invited to attend the Jdigital Awards ceremony on June 26. The Jdigital Awards honor outstanding contributions to the improvement of Spain’s regulated online gambling sector.

Further details will be made available after registering for the Conference.

The post Gaming in Spain Conference announces agenda appeared first on European Gaming Industry News.

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