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How BETBY is enhancing the esports product

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Brands are placing more of an emphasis on enhancing their esports offering within and with the news of a new CS:GO game to continue the popularity of that title, we got the views of Ivan Sazanov, Project Coordinator at BETBY, to find out about the added importance of esports within the brand’s strategy.

 

How important is the esports offering to your brand and the wider gambling industry?

It is no longer possible for gambling brands to have a competitive sportsbook that does not have an esports offering that sits alongside that.

Moreover, as the popularity of esports increases, brands should capitalise on the popularity and provide content to significantly improve its product portfolio.

Naturally for us, esports is one of the most important elements of the modern sportsbook. BETBY’s fully-fledged product suite satisfies the demand of a diverse esports audience, currently containing about 20 sports, including classics with Starcraft and Warcraft III alongside mobile games like Mobile Legends, Wild Rift, and Arena Of Valor.

But in order for an esports offering to be considered high-quality and attractive to end users, it is no longer enough to cover just the most recognised titles like CS:GO, Dota 2, League Of Legends, FIFA and Overwatch. Aiming to broaden and strengthen esport offer, BETBY created a unique and special product – Betby.Games, a proprietary esports offering.

This unique collection, driven by artificial intelligence (AI), organizes tournaments across popular sports such as Football, Cricket, and Basketball. The game mechanics of well-liked gaming titles in Betby.Games are entirely controlled by AI, eliminating the need for any human interaction to sustain the tournaments. This aspect guarantees the longevity of the collection, making it an invaluable asset to our sportsbook offering.

 

Has the perception of esports changed?

I think it would be fair to say that esports has turned from a niche activity into a strong and competitive industry in its own right.

You only need to look at the budgets of the biggest esports tournaments, the sizes of the audience, the broadcast coverage garnered and other indicators that continue to grow from year to year.

There is however one important point. Over the years, when esports gained momentum, its audience was constantly replenished with young people. Naturally, that audience grew up with the games, as they entered adulthood.

Having this following has helped the esports audience become more financially reliable and solvent, which has a direct impact on the betting industry.

The time when esports in betting was perceived as something that was not very profitable is over. Experienced online bookmakers understand that the average user registering on their sportsbook will most likely depend on how good the complementary esports content is.

 

What further developments do you anticipate in esports betting?

The ratio of the number of bets and the total turnover on esports to regular sports will continue to grow. Esports has already become an integral part of the betting industry, but it can and will still develop.

I expect greater technological advancements to make esports more of a professional and sought after form of online betting.

This includes potential agreements with more data operators to enable real-time trading without delay, which is currently a key hindrance to esports becoming a more attractive proposition for players.

Obviously, the breadth of markets for esports events does not yet reach the classic sporting events, even considering the fact that in popular tournaments it is common to bet on ‘Player Props’.

Within the games, there is a huge amount of different information that can be used to generate various unique markets. There is a huge opportunity for the first company that can implement this effectively will make a splash not only in the field of esports betting, but in the entire industry.

CS:GO 2 has generated a great deal of interest in the global community. A new, updated game in this popular series will not only to attract new players and viewers, but also the return of old ones, which will increase demand in the market.

We expect an increase in the number of semi-professional tournaments and teams that are created not for the sake of increasing interest, but with the aim of profiting from dishonest play and ensuring matchups are competitive.

This is happening on a regular basis already, and it will require more attention from both the tournament organisers and the risk management departments of betting companies to curtail irregular activity.

 

Has having your own in-house product allowed you to stand out in the market, rather than relying on major competitions and tournaments for traffic?

Our competitive advantage is encapsulated with the Betby.Games product that we created during the pandemic.

Despite forecasts that with the return of real sports traffic would begin to decline and the content would lose its relevance, it continues to develop and attract an ever-increasing audience. This in large part is thanks to its flexibility and customer-oriented approach.

Betby.Games has turned from a part of our sportsbook into a stand-alone and in-demand product. By generating a large amount of traffic, it makes a significant contribution to our customers who use the sportsbook in its entirety, and to individual companies outside of BETBY, to which Betby.Games supplies its product as a feed provider.

 

What is needed to convince operators that a gap can be bridged between traditional sports bettors and esports bettors?

From my perspective, esports has become so firmly integrated alongside sports betting that there is practically no difference between players who bet on CS:GO and Soccer.

The Super Bowl, and the concluding tournament on the Dota 2 circuit, The International, will attract millions of people from all over the world. The audiences of these most popular events will not overlap with each other, and you must be able to find a solution that appeals to both audiences.

If an operator wants to attract a large audience and, moreover, to continue to compete with other betting companies, it must be able to provide users with a high-quality offering for both regular sports and esports to engage players.

The numbers do not lie. In the world of betting, esports already occupies a significant share of all sports. Bookmakers that do not pay enough attention to its esports products are already losing money, and it will only be more difficult for them to compete in the future.

 

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Genting Casino Launches the £20k Spin Leaderboard Challenge with VIP finale at Resorts World Birmingham

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Premium online casino brand Genting Casino has announced the launch of its headline £20k Spin Leaderboard Challenge, an exciting promotion offering players the chance to spin for £20,000 grand prize in a roulette showdown at Resorts World Birmingham in December.

Live now until 17 November 2025, this exclusive multi-channel promotion gives eligible UK online casino customers the opportunity to get free spins on deposit, compete in a leaderboard by playing selected games, and secure a place in a live-filmed casino tournament, culminating in a single spin worth £20,000.

Players can opt in by making a deposit of £10 or more at Genting Casino using the bonus code WIN20K, which grants 150 free spins on Big Bass Splash, 10 leaderboard points and a shot at climbing the top 50.

The top five players on the leaderboard will be invited to Resorts World Birmingham for a VIP experience including an overnight stay on the 13th December, up to £150 travel reimbursement and entry into a high-stakes live roulette tournament. The overall tournament winner will claim the Grand Prize Spin which could be worth £20,000.

Those finishing between 6th and 50th place on the leaderboard will receive 100 free spins on Fishin’ Frenzy The Big Catch 2.

Mike Vella from Genting Casino said: “We’re thrilled to offer our unique £20k spin promotion to online customers again, culminating in our unique live finale. The campaign brings players from screen to casino floor in a spectacular fashion and is part of our commitment to capitalise on the exclusive journey we can offer our online customers thanks to our partners at Resorts World Birmingham.”

Leaderboard points are earned playing Online Slot Games and selected Live Tables. Double points are available on specific games on certain weeks with eligible titles including Genting Live Roulette from Manchester, Lucky Lady’s Charm Deluxe and Fishin Frenzy The Big Splash.

The final five players will participate in a filmed, bracket-style live roulette tournament at Resorts World Birmingham, with one last spin deciding who walks away with the life-changing top prize.

Winners will be contacted on 19 November 2025, and the live tournament date will be on 13 December 2025.

This is another example of Genting Casino offering customers a chance to play their favourite online games in order to climb the leaderboard to win prizes from cash following on from previous promotions which offered winners experiences including trips to see some of the world’s most prestigious sporting events.

Genting Casino offer a premium online experience with over 7,000 casino games ranging from the classic casino table games including live roulette, blackjack and a catalogue of online slots and instant win games from leading studios and providers, including favourites like Starburst, Fishin’ Frenzy and Book of Dead, all within a safe and secure gaming environment.

The post Genting Casino Launches the £20k Spin Leaderboard Challenge with VIP finale at Resorts World Birmingham appeared first on European Gaming Industry News.

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Shaping the Future of iLottery: 7777 gaming’s Izabel Hakim on Innovation and Engagement

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Izabel Hakim, Head Project Manager at 7777 gaming, joins us for an exclusive conversation ahead of HIPTHER’s European Gaming Congress – HIPTHER Warsaw Summit 2025.

A recognized professional with a strong background in Product Development and Business Management, Izabel has nearly a decade of leadership experience in the iGaming sector. At 7777 gaming, she plays a pivotal role in driving product innovation across the company’s two key verticals: lottery and online casino.

As a General Sponsor of EGC 2025, 7777 gaming will showcase its cutting-edge iLottery solutions and 200+ game portfolio, reflecting its mission to create games for every player, niche, and taste.

 

Izabel, as Head Project Manager at 7777 gaming, you’ve been shaping product development in both lottery and online casino. From your perspective, how is iLottery evolving today, and why is it becoming such a central pillar of iGaming?

iLottery has evolved far beyond its traditional image of paper tickets and live draws. What we’re seeing today is the transformation of lottery into a dynamic, digital-first experience, one that resonates with modern players who value interaction, instant results, and engagement.

At 7777 gaming, we see iLottery as a bridge between tradition and innovation. It retains the thrill of chance that people love, but now enhanced with engaging visuals, storytelling, and personalized digital features. This evolution makes iLottery not just another vertical, but a central pillar of iGaming’s future, one that connects generations of players through technology and creativity.

 

7777 gaming is known for its bold creativity – from cinematic storytelling and unique mechanics to the expansive 7777 Multiverse. How do these innovations translate specifically into your iLottery products?

Creativity is our universal language, it flows through everything we create. The 7777 Multiverse isn’t just a feature, it’s a philosophy that connects our entire portfolio. Within iLottery, that means moving beyond static experiences and turning every game into a journey.

We weave storytelling and visual immersion into lottery formats that feel alive, games where the player isn’t just waiting for numbers but engaging with dynamic worlds, symbols, and rewarding mechanics. Our goal is simple: To make every draw feel like part of a bigger, evolving adventure. You can already see that spirit in one of our newest fully customizable Raffle Lottery products.

 

Only five years after launching, 7777 gaming is certified in 14 regulated jurisdictions and continues to expand globally. How does compliance ensure your iLottery solutions fit the specific needs of each market?

Compliance is one of our strongest assets. We don’t view it as a limitation, we see it as the framework that allows sustainable innovation to thrive. Every product we build is designed with regulation in mind from day one, ensuring that creativity and compliance evolve hand in hand.

When working with lotteries, the regulatory landscape can be even more complex, as in many cases the country itself is the regulatory body. That’s where our experience truly shines. We’ve successfully customized our iLottery solutions for national operators such as the National Lottery in Moldova, Azerloterya, the National Ukrainian Lottery, and others, each with its own technical, legal, and local specifics.

This hands-on experience enables us to adapt quickly to diverse jurisdictions while maintaining the creative quality, reliability, and security that define 7777 gaming. Our compliance-first mindset ensures that wherever our partners operate, our products not only meet the highest standards but also deliver the same trusted, engaging experience to every player.

 

Lottery has traditionally been seen as more static compared to casino gaming. How are you and your team reimagining iLottery to make it more engaging for the next generation of players?

We’re reimagining iLottery as something vibrant, social, and interactive, but also as a bridge between traditional and digital play. Many players are still accustomed to the offline lottery experience, so our goal is to guide that transition online by offering products that feel familiar, yet reimagined with fresh, engaging, and interactive twists that keep them playing longer.

Our strategy is built on variety and adaptability. We offer everything from instant win games and keno, to bingo, raffle lotteries, and themed or localized content tailored to specific markets with over 70 games for our lottery vertical. This range ensures that every player, whether they’re just discovering iLottery or already part of the digital ecosystem, can find something that resonates with their habits and preferences.

It’s all about giving players agency, connection, and excitement. We want iLottery to feel not just like a game of chance, but an evolving experience that fits naturally into how people play, connect, and engage today.

 

Community engagement and mentorship are passions you’ve personally championed. How do these values influence the way 7777 gaming develops products and connects with players in the iLottery space?

I’ve always believed that great products come from great teams, and great teams are built on trust, mentorship, and shared curiosity. At 7777 gaming, we nurture that culture through open collaboration, cross-functional creativity, and constant learning. Every project is a collective effort, shaped by diverse ideas and perspectives.

This mindset directly influences how we build our iLottery products. When your team feels empowered and inspired, it reflects in the final result – games that are thoughtful, well-crafted, and full of personality. It’s that internal synergy that allows us to consistently innovate and deliver experiences that stand out in the market.

 

Looking ahead, what can we expect next from 7777 gaming in the iLottery vertical? Are there particular innovations, markets, or partnerships that excite you most as you expand further?

The next phase of our lottery journey is all about personalization and deeper player engagement. We’re using data-driven insights to understand what excites players most and to craft experiences that truly speak to their preferences, blending the best of both verticals we work with – lottery and casino into fresh, hybrid formats that feel modern and intuitive.

We’re also entering new regulated markets and strengthening strategic partnerships that reflect our vision of responsible, engaging, and borderless entertainment. The opportunities ahead are exciting and 7777 gaming will continue to set new standards for innovation and creativity in future.

Thank you, Izabel, for sharing your insights on how 7777 gaming is redefining iLottery with innovation, compliance, and a people-first approach. We look forward to hearing more from you on stage at the European Gaming Congress 2025!

Join us at the European Gaming Congress 2025 | 30–31 October | Warsaw
Meet 7777 gaming and discover how they’re shaping the future of iLottery and iGaming.

The post Shaping the Future of iLottery: 7777 gaming’s Izabel Hakim on Innovation and Engagement appeared first on European Gaming Industry News.

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BongoBongo Partnership Boosts GR8 Tech’s Expansion in Africa

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GR8 Tech has joined forces with East African iGaming brand BongoBongo. Active across Uganda, Zambia, Tanzania, and Kenya, BongoBongo is known for its bold growth strategy and sharp market focus. Now, that momentum continues with the launch of GR8 Tech’s ULTIM8 Sportsbook—a high-performance solution built for ultimate speed, scale, and competitive edge.

While the iFrame integration already powers live operations, BongoBongo is also one of the first brands to leverage GR8 Tech’s robust backend integration via API. This will enable BongoBongo to take full control of the front end, tailoring the player experience to its brand vision while relying on GR8 Tech’s infrastructure under the hood. It’s a heavyweight blend of freedom and firepower, built for operators ready to differentiate and dominate.

“As we continue to grow across Africa and expand our local teams, having a high-performance sportsbook that complements our casino-first strategy is key. GR8 Tech gives us exactly that: the freedom to shape our frontend on top of a powerful, scalable engine. With the ULTIM8 solution and API, we’re ready to raise the bar for our players,” said Randy Heyrowsky, CEO at BongoBongo.

GR8 Tech’s Proven Success in Africa

GR8 Tech has already demonstrated strong traction in Africa by delivering a custom light sportsbook frontend for a regional operator in 2024. Designed for real-world conditions typical for the region, such as slow networks, older devices, and limited bandwidth, the solution prioritized speed and performance. The results were striking: conversion from registration to first deposit rose by 12% and user retention more than doubled, from 10% to 25%.

It was a strategic localization. GR8 Tech’s ability to blend performance engineering with market-specific UX shows what’s possible when products are built to meet the moment. In Africa and beyond, this is how heavyweight platforms win.

“Every market has its own demands, and success comes from listening closely and building accordingly. With Africa, we’ve proven that smart technical decisions drive long-term value. Now, with BongoBongo, we’re doubling down on that principle. They have bold plans and deep market insight, and we’re excited to support their next phase with tech that’s fast, flexible, and built to scale with their vision,” said Yevhen Krazhan, CSO at GR8 Tech.

Connect with GR8 Tech at the upcoming SiGMA Central Europe to discover new developments and explore opportunities.

The post BongoBongo Partnership Boosts GR8 Tech’s Expansion in Africa appeared first on European Gaming Industry News.

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