Christos Zoulianitis was recently installed as the Chief Commercial Officer of ENJOY, the industry’s newest kid on the block, which is already building a reputation for developing deeply memorable iGaming experiences that resonate with operators and players alike.

We caught up with the former Playson exec to find out how Enjoy aims to differentiate itself with its Slots and Live Game Shows portfolio, and why its experienced and diverse team is well positioned to make a major impact in the global iGaming industry.

Christos, what excites you most about joining Enjoy?

The most exciting part of joining ENJOY was the opportunity to build again something new — from the ground up — by combining the team’s extensive and diverse expertise with my own. Together, we have the power to shape fresh formats, blending the best of slot and live game development. It’s incredibly inspiring to be part of this journey and create a proposition even greater than what you’ve done before.

From a top-management perspective, it’s also thrilling to witness the team’s rapid evolution. We move fast, we grow daily — and we thrive on momentum. Every milestone we hit is not just a testament to our pace, but to our purpose. I can say that we are a very strong team that shares the same ambition of building exceptional experiences, and I believe that is the most important factor of our future growth.

Talk us through Enjoy content offering, what sets it apart from existing competition within the market?

At Enjoy, we’re focused on one factor above all: quality. Our core principle is simple — quality comes first. We create timeless slot games, but at the same time we are introducing a new experience of live game shows.

We have the market’s knowledge of what players like to play within a game and keep coming back. As I usually say, we focus on the post-entertainment factor, which is the feeling you receive after a game session ends. Because that feeling translates into long-term player loyalty in our games. What truly sets us apart is our team mindset and experience — we know exactly what works and how to do it right.

The live dealer space is a very competitive space – how has the company ensured its live game shows are appealing to operators and players?

The reason for starting to develop Live Game Shows is to redefine what live game entertainment can be through the creation of unique, next-gen Live Game Shows. Our Live titles merge the excitement of real-time interaction with the dynamic mechanics mix of slots, roulette, and wheel-based games, offering a hybrid experience that appeals to both traditional and modern players. Stepping into our studio feels like entering an entirely different universe. From the moment you walk onto the set, you’re transported into a world that rivals top-tier TV productions.

Our mission is to make players feel truly inside the game. A good example is the unique zoom-in effect we have implemented into our latest blockbuster Enchanted Forest, which makes the player feel like they are walking inside the forest of this magic studio.  So, whether you’re spinning the vibrant Wonder Wheel, diving into the mystical vibes of Enchanted Forest, or experiencing the luxury of x320 Roulette, each of our game shows offers a unique gameplay that grips the player.

This level of immersion doesn’t happen by accident — it’s the result of meticulous work and passion poured into every single production.

What can players expect from the Slots that you’re developing?

We’re bringing together the charm of classic mechanics with the polish of modern execution, delivering gameplay that is both instantly familiar and deeply memorable. Our best-performing titles Hot Fire Coins 2, Fire Express, and 3 Mariachi showcase the brilliance of our team to maximise the quality of the Hold and Win format – visually pleasing with plenty of features to experience.

Early performance data illustrates that these games have not only captured the attention of players across numerous international markets but also set a new standard within iGaming. Our commitment to delivering engaging and memorable gaming experiences has already helped us to gain the trust amongst operators and players alike.

Finally, can you provide us with further details on how you intend to shape ENJOY’S commercial growth?

Focusing on high-potential regulated markets is a top priority for us. Countries that we believe will provide ENJOY with the greatest opportunity to make an instant impact include Italy, Greece, Portugal and Brazil, while we’ll also be keeping a very close eye on other regions that embrace iGaming legislation.

Despite our journey being in its infancy, we’ve already secured important distribution deals with respected industry leaders such as Reevo, Digitain, Softswiss, and Slotegrator. For me, this speaks volumes about the supreme quality of our offering, with key industry players identifying the value of our dynamic roadmap. That really excites me and provides the belief that we can take the ENJOY experience to a vast global audience.

Above all else, we have an unwavering commitment to innovation, quality, and long-term relevance on the iGaming global stage. I have no doubt you’ll be hearing a lot more about ENJOY over the coming months!

Throughout 2025, European iGaming markets have faced a new layer of complexity: shifting tax and licensing rules that directly impact marketing costs. Governments continue to increase gross gaming revenue (GGR) tax rates and impose stricter reporting standards.

As of July 2025, these changes have become a critical factor in how operators and agencies plan, distribute, and optimize user acquisition budgets. RockApp analysis indicates that tax policy is fundamentally reshaping the planning process for performance marketing across Europe.

European Tax Environment in 2025

Several major European markets have introduced or expanded gambling tax rules over the last 18 months:

• Germany: GGR tax increased from 5.3% to 7% in mid-2024. By Q2 2025, operators are recalibrating CPA targets and revising bonus strategies to preserve margin.
• Netherlands: New compliance requirements implemented in January 2025 include enhanced KYC/AML reporting, adding operational costs and slowing onboarding funnels.
• Eastern Europe: Romania and Poland are reviewing GGR tax bands, with planned 1–2% increases included in government budgets for H2 2025.

These changes raise per-user acquisition costs and reduce flexibility on pricing incentives. Media buyers now need to plan budgets and creative strategy with greater precision to maintain efficiency.

RockApp data, drawn from over 120 active campaigns in 2025, demonstrates how these pressures translate into real shifts in buying behavior and budget allocation.

Budget Impact on Media Buying Strategies

Analysis of campaign performance in 2025 reveals several clear trends:

• Shift to Tier-2 GEOs: Markets with lower tax pressure (such as CIS, Balkans, and LATAM) are seeing 30-40% more acquisition budget allocation compared to 2023.
• CPA Adjustments: Average first-time-depositor CPA in regulated Western European markets has risen from ~€120 in 2023 to €145–160 in 2025, driven by increased taxation and competitive auction dynamics.
• Creative Cost Pressures: Bonus-focused creatives now demand tighter payout modeling to balance user appeal with higher GGR liabilities.

As a result, buying strategies have moved away from broad, high-volume campaigns toward segmented, CPA-focused plans with more granular GEO targeting.

Budget Impact on Media Buying Strategies

Tax policy changes don’t just influence operator balance sheets. They force a recalibration of the entire media buying strategy.

RockApp data from over 120 active campaigns in 2025 shows clear budget trends:

• Shift to Tier-2 GEOs: Markets with lower tax pressure (e.g., CIS, Balkans, LATAM) now see 30-40% more acquisition budget allocation compared to 2023.
• CPA Adjustment: Average first-time-depositor CPA in regulated Western Europe has climbed from €120 in 2023 to €145-160 in 2025, driven by both taxation and competitive auction prices.
• Creative Cost Pressure: Bonus-focused creatives need tighter payout modelling, balancing marketing appeal with GGR realities.

For media teams, the result is a move away from broad, high-volume campaigns toward precisely segmented, CPA-optimized buying with robust GEO-targeting logic.

GEO Diversification as Strategic Response

For many brands, geo diversification has become the simplest and most effective hedge against rising tax costs.

According to Appsflyer’s mid-2025 install cost benchmarks, CPIs in markets such as Brazil, India, and select African countries remain stable or are falling – averaging $0.60–$1.20 per pre-install, compared to $3+ in Western Europe.

RockApp’s planning data shows clear reallocation trends:

• LATAM budgets up ~35% year over year.
• Eastern Europe spending stable, with modest CPA increases.
• Western Europe budgets flattening or declining, with more investment going toward targeted retargeting and high-value lookalike segments.

Diversifying GEO strategy is emerging as a necessary planning approach to balance premium Tier-1 acquisition costs with Tier-2 scale opportunities.

Tactical Media Buying Adjustments in 2025

In response to new taxation and compliance demands, advertisers are refining their acquisition tactics. Effective strategies seen across European campaigns this year include:

• Hyper-segmentation: Adapting CPA targets at the micro-GEO, channel, and audience level.
• Creative Flexibility: Developing multiple bonus tiers and transparent CTAs designed for localized regulations.
• Source Tiering: Prioritizing verified, high-retention traffic sources over pure volume channels.
• Automated Bidding Rules: Aligning bid pacing and budget allocation with region-specific margin goals and user lifetime value curves.

RockApp analysis suggests that these shifts are helping operators maintain acquisition efficiency in the face of rising costs and regulatory complexity.

Advice for Q3 and Q4 Planning

With peak acquisition season approaching, several planning considerations stand out:

• Leverage Q3’s traditionally lower competition to test new channels and creative variations cost-effectively.
• Prepare Q4 budgets for elevated CPA levels, using segmented bidding strategies and clear ROI targets.
• Integrate compliance checks and fraud-control measures early in creative production to avoid approval delays and wasted spend.

RockApp data indicates that campaigns investing in upfront planning and testing see more stable CPA performance even in high-demand periods.

Conclusion

European tax changes have become a defining variable in iGaming growth strategy. These aren’t simply operational details – they now shape how marketing teams approach channel selection, creative design, and budget allocation at the most fundamental level.

RockApp continues to monitor these shifts across campaigns and regions, helping operators and agencies adapt media buying systems to maintain acquisition efficiency in a more complex regulatory environment.

The European Gaming and Betting Association (EGBA) and Yaspa, an award-winning fintech, are pleased to announce Yaspa has joined the association as its newest associate member. The partnership reinforces both Yaspa and EGBA’s commitment to promoting secure, efficient, and innovative payment solutions within Europe’s online gambling sector.

As the representative body for Europe’s leading online gambling companies, EGBA promotes innovation in all areas of the sector, including payments. As an associate member of EGBA, Yaspa will contribute its expertise in open banking payments and customer verification to support EGBA’s mission of promoting high industry standards and help shape the association’s knowledge and approach to the evolving payments landscape.

Yaspa’s platform connects identity and money using open banking technology and AI to deliver Intelligent Payments: real-time bank payments (Pay by Bank) combined with verified customer insights. Created specifically to address the challenge of safer gambling, Yaspa’s Intelligent Payments enable operators to identify vulnerable players, stop bonus abuse, and manage affordability checks and lifetime value in a seamless, real-time process. Players benefit from a quick and easy payment process, while operators can tailor risk and lifecycle management to each individual profile, in real time.

Commenting on the membership, Yaspa’s CEO, James Neville, said, “We’re delighted to join EGBA as an associate member and to collaborate with some of the most forward-thinking companies in Europe’s online gambling sector. At Yaspa, we’re committed to driving payment innovation that enhances security, trust, and user experience for operators and their customers. We look forward to working closely with EGBA and its members to help shape the future of secure and seamless payments.”

Maarten Haijer, Secretary General of EGBA, welcomed Yaspa to the association, stating, “We’re pleased to welcome Yaspa as an associate member and look forward to collaborating with their team. Their expertise in open banking payments and verification will be extremely valuable as we continue our efforts to raise industry standards and promote an online gambling environment that is safe, secure, and trusted by customers. By expanding our membership to include innovative fintech companies like Yaspa, we aim to better unite the broader industry’s voice and encourage technological solutions across all aspects of the sector.”

Source: EGBA