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Exclusive interview with Domenico Mazzola, Commercial Director at Altenar ahead of London’s gaming show

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We’re looking forward to meeting all our ICE-bound friends!” – Exclusive interview with Domenico Mazzola, Commercial Director at Altenar ahead of London’s gaming show.

Altenar has been making a serious name for itself in the past 12 months as one of the industry’s fastest-growing sportsbook providers. We caught up with Domenico Mazzola, Commercial Director at Altenar, ahead of his team’s attendance at ICE London 2022 next week. With some fantastic commercial success across the UK, Europe, and LatAm, Domenico’s certainly got plenty to talk about!

Congratulations on Altenar’s recently announced commercial results for 2021 – what’s been key to powering your platform’s exponential growth?

Thank you, we’ve been working hard to achieve the targets we set ourselves as a company. I believe the key to powering Altenar’s platform growth is the continual driving force of our C-levels to seek change, whether this is adding something new to Altenar’s software or seeking new forms of sports betting entertainment like Esports.

Operators have seen the ease of use and success available to them with our vision – and through Altenar’s fantastic sportsbook, the product delivers the rest. With that, the world opening back up and having expos take place also powers Altenar’s growth and we’ll be attending ICE in London at booth S3-340, so come along and speak to our team of experts, we’re looking forward to meeting all our ICE-bound friends and partners after so long!

Which markets have proven most instrumental to Altenar’s development over the last year? How much of Altenar’s business is geared towards Europe vs the likes of LatAm and Africa?

We are placed around the world, but Europe, LATAM, and the UK have been instrumental to our development – this is because these individual markets require so much from us as a sportsbook provider, from adapting to the customers’ needs to finding and attaining the right licenses to operate, and it’s what’s really established us as one of the best providers out there.

Having access to unique challenges from a country or operating region allows Altenar to be at the top of our game and the forefront of sportsbook technology, and I’m sure that with the excellent development pipeline we have in place, we’re in for an exciting year ahead.

Given your UKGC and existing operations in the UK – how much do you see Europe’s largest betting market influencing Europe’s development in the decade ahead?

Each market is unique and for that reason, we treat each market that way. For instance, one market will prefer a certain type of sports betting to the neighboring market, and it rarely follows a domino effect.

If anything, the largest betting market might influence Europe’s development in terms of greater adoption of or legalization of online gambling, given the revenue intake can be so high and therefore beneficial to countries as a whole.

This means that more European countries could look to operate sports betting in the coming years as the UK houses some of the biggest names in the industry, we’ve learned a lot from deploying our range of products in the UK, and it’s been an invaluable experience that helps hone our strategy worldwide.

Looking to new markets where Altenar has gone live, such as the Netherlands and Bulgaria – which jurisdictions do you currently see as the most untapped across Europe, and indeed LatAm?

I believe that Brazil will be a very large market for Altenar and for Europe, there is an endless supply of jurisdictions that Altenar would love to be involved with, especially as Altenar is witnessing a greater adoption of sports betting across Europe as a whole.

Great things take time, and in Brazil’s case, it certainly has been that! We’ve achieved great success in neighboring markets, and while Brazil is no doubt a unique market on the continent for a multitude of reasons, I’m very confident that our experience puts us in a pole position for really catching local operators’ interest.

Esports, data, and virtuals are a key part of Altenar’s offering – what kind of demographics do you believe your products are appealing to and how do you plan to capture the interest of the next-gen player?

Altenar’s products are appealing to a wide demographic, purely because sports tend to lend themselves to a host of age ranges, backgrounds, and everything in between. It’s one of the most beautiful aspects of sports, so it’s no surprise that the same ethos extends into sports betting.

Esports will be one of the factors in capturing the next-gen player – as it already is doing, simply because it allows for a host of imaginative, creative, and almost fictional gaming that far exceeds the limits of traditional sports betting. For instance, a gamer can bet on the death of a dragon as opposed to a specific player scoring a goal. The scope of the industry is changing just as the player is – and it’s a very exciting time to be part of it.

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The UX Revolution: Why Gaming Corps’ Website Redesign Reflects the Industry’s Digital Shift

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How Gaming Corps’ Website Redesign Mirrors the Industry’s Shift Toward Seamless Digital Journey

The online gaming industry is a whirlwind of constant change, and to stay ahead, companies must evolve their digital presence. Juha Kauppinen, CEO of Gaming Corps, explains why the company’s recent website redesign was more than a simple visual update. It was a strategic move to better reflect the company’s growth, showcase its expanded portfolio, and create a seamless digital experience for partners and stakeholders.

 

 

What prompted the decision to redesign the website?

We had clearly come to a natural point in Gaming Corps’ growth, so the need for a redesign just naturally became obvious.

We’ve had many new game releases, record-breaking quarters, and the launch of our Remote Gaming Server, so it became clear to the team that we needed a website which better reflected who we are today.

It wasn’t just about a fresh look, it was about making it easier for partners to explore what we offer and connect with us in a more intuitive, seamless way.

 

How does the new site better reflect who you are as a business today compared to a year or two ago?

A year or two ago, we were still finding our footing and growing our portfolio.

But today, we’re a more established, ambitious company with a clear identity and vision. The new site reflects that shift – it’s more polished, more dynamic, and built to showcase not just our games, but our capabilities as a partner and platform provider.

 

What were the most important improvements you wanted to make during the redesign — and why were they important for your users or partners?

We wanted to ensure the website reflected how we present ourselves as a modern, innovative studio.

So, we now have a more modern, user-friendly design and a UX that’s more intuitive. What this means is that the site is easier to use, whether you’re a client, partner or stakeholder.

Speaking of partners, it’s now easier for them to understand what we do and explore our games.

We’re very proud of the Gaming Corps portfolio, so now we can showcase it much better, with clearer vertical distinctions between our Mine, Smash4Cash and Plinko games, etc.

When it comes to us as a company, we can now highlight our careers section to support our drive for talent acquisition and to keep growing our fantastic team.

Finally, the new site also gives more prominence to our investor relations, reflecting our position as a listed company and offering clarity on that.

 

Were there any common pain points, feedback, or gaps in the old site that influenced your approach to the new one?

The main product offering wasn’t clear to partners or visitors. The site design felt outdated and more suited to an early-stage company, and those days are long behind us now.

Our investor relations content wasn’t visible or prioritised enough, considering that we’re a PLC, and existing partners weren’t highlighted.

The old site just didn’t reflect who we are, what we do and what we can do. The new one does all of those things.

 

How important is your website today in terms of attracting or informing potential partners, clients, or stakeholders? Has that role changed in recent years?

Our website has become a much more important touchpoint for us, especially as we’ve grown internationally and have expanded what we offer to our B2B clients.

Our site is often the first chance we get to make an impression on potential partners or stakeholders, so it needs to communicate who we are, what we offer, and where we’re going.

The role of our website has evolved – it’s no longer just a digital brochure; it’s a core part of how we connect and do business.

 

What would you say to other companies in the B2B iGaming space thinking about refreshing their digital presence?

Don’t underestimate the impact of a strong digital presence, because it’s more than just visuals.

It’s about clarity, usability, and showing your value at a glance.

Also, involve your people from across the company early on, as this helps create something that truly reflects your brand and speaks to your audience.

The post The UX Revolution: Why Gaming Corps’ Website Redesign Reflects the Industry’s Digital Shift appeared first on European Gaming Industry News.

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Scale isn’t everything: Why agility is the new advantage in live casino

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Live casino’s rise has been meteoric, but the recent slowdown at the top end of the market suggests the next phase of growth won’t come from scale alone. As the sector matures, Ady Totah, CEO at LuckyStreak, explains why agility, hands-on management and a sharper product focus are fast becoming the new competitive edge.

 

There is a perception that the biggest live casino providers are the most capable. Is bigger always better?

It’s easy to assume that the biggest brands automatically deliver the best service, but with scale comes complexity. For larger organisations, adding new features or reacting to a regulatory update can take weeks or even months, especially when decisions span multiple time zones or teams have long approval chains.

At LuckyStreak, while we’re an established business with a large, dedicated workforce at our live dealer studio in Riga, our management team remains intentionally small and hands-on. In many ways, we operate more like a start-up, with fast, focused leadership at the core.

Myself and my co-founder Erez Cywier are closely involved in the day-to-day operations. This proximity shortens decision making processes, speeds up product assessments and empowers us to act quickly. We’re not tied down by long-winded protocols or bureaucracy.

A perfect example of this agility came when we saw an opportunity in the growing sweepstakes market. We already had the foundations but needed to adapt quickly. In just one quarter, we delivered compliant user interfaces, multi-coin virtual currency systems and configured both our own live games and third-party content to meet the unique needs of the sweepstakes audience. This is the kind of rapid pivot that is only possible when your decision-makers are hands-on.

 

How do boutique providers keep product planning sharp and strategic?

Knowing what matters and prioritising ruthlessly is what allows smaller providers to remain competitive in the market, when faced with more established, Tier 1 names. Speed, however, does not mean shortcuts.

We are sharpening our performance across the board and ensuring our roadmap gives us the flexibility to act when new opportunities arise. Effective product planning is all about focus. That means tuning out the industry noise, resisting trends for the sake of trends, and asking: what delivers real impact for our partners?

While some companies struggle under the weight of large and inflexible roadmaps, we have the luxury of being selective in what we build, and that makes our product roadmap  more actionable, more tailored and therefore more valuable to our partners.

 

How can providers keep up with rising regulatory pressures?

Operating across multiple jurisdictions means navigating a complicated patchwork of compliance frameworks, licensing rules and technical standards quickly.

Compliance is not a support function, but a core part of the business. For larger businesses, these regulatory changes may present disruptions, but our size and structure allow us to react quickly and stay ahead of the curve, without compromising on quality.

To maintain both speed and quality, we moved from traditional Agile sprints to a continuous integration and deployment (CI/CD) model. Instead of bundling releases every two weeks, we push updates multiple times a week. This means we can react quickly to feedback, ship improvements faster, and keep our platform evolving without unnecessary delays.

 

Why is a more focused approach the future of live casino?

The criteria for what operators need from their live casino provider is changing. Reliability, flexibility, speed and compliance support are becoming just as, if not more, important than table count. We design everything with these qualities in mind, and we back that up with a strong culture of ownership and continuous delivery. This mindset allows us to innovate quickly, without sacrificing the robustness our partners expect.

In this new landscape, being lean, focused and responsive isn’t a limitation. In live casino, a genre requiring significant on-going operational investment, the providers that thrive are not always the biggest, but the smartest and the ones who can adapt fastest.

The post Scale isn’t everything: Why agility is the new advantage in live casino appeared first on European Gaming Industry News.

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Getting to Know Incline Gaming Marketing with Chief Commercial Officer Jo Dennis

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Incline Gaming Marketing is redefining how gambling brands scale and succeed worldwide. Founded by industry veteran Peter Laverick, the agency delivers end-to-end digital marketing services across user acquisition, CRM, and creative. In this interview, CCO Jo Dennis explains how Incline acts as an extension of operators’ in-house teams, helping them acquire players, boost retention, and compete globally.

 

Incline Gaming Marketing. Tells us what we need to know about the business.

Incline Gaming Marketing (Incline) is a full-service digital marketing partner dedicated exclusively to the regulated gambling industry. We’re not just a supplier of campaigns or assets, we run marketing operations end-to-end for our partners, functioning as an extension of their in-house team.

Our expertise spans user acquisition, CRM, and creative, delivered by specialists who’ve worked inside top operators and suppliers. With offices in San Francisco, Philadelphia, and London, we provide market-specific strategies and execution for brands in North America, Europe, Africa, Australia, and beyond.

Founded by industry veteran Peter Laverick in 2020, Incline is part of The Conexus Group alongside Pentasia (recruitment) and Partis (strategy and M&A). Our partners range from household-name operators to ambitious new entrants, all looking for a team that can step in, own the process, and deliver measurable results from day one.

 

Who are the main players running the business day to day?

Peter Laverick, our CEO and founder, has led marketing at some of the industry’s biggest names, including BetVictor, Aristocrat, and PlayStudios. Chief Commercial Officer Jo Dennis joined through our acquisition of Random Colour Animal in 2024 (RCA was originally founded in 2018) and brings more than 25 years in brand and marketing strategy.

Chief Marketing Officer Oren Langburt has over 15 years’ experience in real-money gaming, including leading marketing at FanDuel. VP Partner Success Haig Sakouyan is a 20+ year industry veteran, ensuring our partnerships deliver beyond marketing.

 

Talk us through Incline Gaming Marketing’s core service offering.

We operate in three connected disciplines that together form a complete managed marketing service:

  • User Acquisition (UA): We plan, execute, and optimise campaigns across Meta, Google, TikTok, Snapchat, Apple, and programmatic networks, managing multi-million-dollar budgets. As an approved Facebook Business Partner, we’ve been rated the most effective media buyer in North America’s online gaming sector, achieving a 99.9% efficiency score.
  • Customer Relationship Marketing (CRM): Our CRM specialists handle the full player lifecycle — from onboarding and first-time deposit conversion to long-term retention and reactivation. We combine data-led segmentation with targeted offers and creative to grow lifetime value while controlling bonus spend.
  • Creative: We produce more than 1,000 assets per month, from brand identities and websites to broadcast-quality TV spots, slot game creatives, supplier content packs, and conference materials. All creative is performance-driven and integrated into UA and CRM campaigns for maximum impact.

When combined, these services allow us to act as a partner’s complete marketing department – – strategy, execution, and optimisation under one roof.

 

Which markets are you focused on? Are you pushing into any new regions?

We built our reputation in North America, where we work with leading land-based and online operators across casino, sportsbook, lottery, social gaming, and daily fantasy sports. We now deliver integrated managed services in Canada, the UK, continental Europe, Africa, and Australia, tailoring each approach to local regulations, player behaviours, and market dynamics.

For many partners, this means we handle all marketing in new markets from day one – avoiding the time and cost of building a local team – and then continue as their long-term, embedded marketing function.

 

Why are your services particularly valuable to operators in the current industry climate?

Player acquisition costs are rising, retention is harder than ever, and regulatory pressure is mounting. Building and managing an in-house team with the full range of skills required – from media buying to lifecycle marketing to creative production – is expensive and slow.

Incline solves that. We provide an instant, proven marketing department with deep gambling expertise, multi-channel capabilities, and global reach. Our managed services model means we don’t just advise, we execute, optimise, and deliver results. Whether launching in a new jurisdiction or scaling in a mature one, we know the levers to pull for sustainable growth.

 

What can we expect from Incline in the second half of the year?

We’re deepening our presence in Europe, Africa, and Canada while cementing our leadership in North America. Several major launches and brand refresh projects are underway, alongside scaled acquisition and retention campaigns for our long-term partners.

Our focus remains the same — provide operators and suppliers with a high-performing, fully managed marketing function that delivers measurable results faster, and with more certainty, than building it in-house.

 

The post Getting to Know Incline Gaming Marketing with Chief Commercial Officer Jo Dennis appeared first on Gaming and Gambling Industry in the Americas.

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