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Bigly – not just another game studio. Find out how this start-up is going to help operators achieve sustainable success

Published

9 months ago

October 3, 2024

Reading Time: 4 minutes

European Gaming talks to Liam Mulvaney, Founder of Bigly.

Bigly is the latest studio to have launched into what is a hugely competitive space. What makes you stand out from the crowd?

You’re absolutely right when you say this is a crowded market. Today, there are more than 750 studios providing in excess of 38,000 games to operators and players. But Bigly is not just another game studio. We will be producing thrilling and entertaining content for our partners and their players, but we are positioned to be much more than just a content provider. We consider ourselves a marketing studio that happens to provide assets in the form of slots. Our unique commercial model means operators can access our games for a reliable and predictable cost, which in turn means they can ramp up marketing activity behind the titles that best meet the preferences of their players AND keep the lion’s share of the revenue each game generates. As costs rise and margins fall, Bigly is exactly what operators need to ensure sustainable success.

Tell us more about your unique commercial model.

So Bigly allows operators to access content for a capped monthly fee instead of the standard commercial model used by other studios where they work to a revenue share format. For the operator, this means if a game performs well, they hand a significant chunk of the revenues generated back to the studio. This ultimately has a knock-on effect as to the games that operators push to players and how they allocate marketing resources – this is why you often see the same slots from the same providers at the top of casino lobbies or used for promotional activity. But with our commercial model, which is sort of hybrid between a revenue share and a fixed cost system, operators have much greater flexibility over the games they give top lobby positions to, and how they market those games to players. Of course, they also know that if the game performs well, they get to keep the majority of the revenues made.

How does Bigly’s commercial model help operators beyond cost savings on content?

Our vision is to provide more opportunities for operators to push their own brand rather than Bigly. A quick example is that Bigly will not brand our games’ loader screens, but operators are free to feature their own logo if they wish. This means more brand presence from the operators. With Bigly, operators and their marketing teams can get super creative with their campaigns knowing the cost of accessing the game (or games) is fixed so the better the game performs, the more money the casino makes. In fact, the bolder the casino is in its marketing activity, the bigger the returns they will likely enjoy.

How do operators access your content?

There are a couple of ways. The first is directly through our remote game server, which is provided by our technical partner, Reelsoft. This is our preferred method of integration as it allows us to foster incredibly strong relationships with our operators while ensuring the smooth and seamless delivery of our content into markets across the world. Operators will also be able to get our games through aggregation platforms although the commercial relationship will be with Bigly – the aggregator will simply be a technical partner in the same way that Reelsoft is. This approach allows us to offer our content – and unique commercial model – to operators in the vast majority of jurisdictions from the get-go.

How does this approach to commercials and your wider business model benefit Bigly?

It gives us a major point of difference from the 100’s of other studios in the market, that’s for sure. And there’s something nice about bringing a product to the market that disrupts the status quo and genuinely revolutionises a major part of the industry. Ultimately, our approach and commercial model mean that we can provide the games and financials that operators are seeking, and, over time, this will see us become a major player in the content provision space. Of course, our approach works both ways – while our games are a predictable cost for our partners, they are a predictable income for Bigly and this really helps when it comes to establishing, growing and future-proofing the business. This can be really tough for new studios given the competitive nature of the market and the need for their games to be played at scale which of course requires top lobby positions and operator marketing activity, both of which are hard to secure for a new developer. It is important to note that the vision of this studio is for this approach to be the lifetime model for Bigly, a new way of selling and consuming content.

Your USP is your commercial model, but what about your games?

Our games are a crucial piece of the puzzle. Our commercials can be super attractive, but if our games are tosh then players just won’t play them. This is why I’ve been tapping into my extensive network to assemble an incredible team of designers, mathematicians, developers, testers and so on, as we will live or die by the quality of our content. The first games of a studio are always tough but we are confident that our slots will hit the mark in terms of quality and playability. Our first slot is Deep Sea Treasure and takes the cascading reels format, with symbols tumbling as players dive into the underwater abyss in search of big wins. I’ll be giving people a sneak peek at the SBC Summit in Lisbon, so flag me down if you want to see it in action.

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Latest News

Nick Rust to Step Down as Chair of UKGC’s Industry Forum

Published

6 minutes ago

June 27, 2025

George Miller

Reading Time: 2 minutes

Nick Rust has announced that he will be stepping down as Chair of the UK Gambling Commission’s (UKGC) Industry Forum when his agreed two-year term comes to an end in November.

Nick has been instrumental in the creation and development of the Forum, working closely with the Commission to ensure that the voices and expertise of industry stakeholders are heard and reflected in its work. His leadership has helped establish the Forum as a vital part of the Commission’s wider engagement and governance structure.

Nick said: “It’s been a privilege to Chair the Industry Forum and help the Commission’s Executives and Board to gain insights on policy and operational performance from an industry perspective. I’m pleased with the work the Forum has delivered and believe it has helped the Commission better understand the implications of its existing and planned policies for consumers and industry operators.

“I’d like to thank my fellow Forum members for their work and also the Gambling Commission team who support the Forum. I look forward to seeing how the Industry Forum continues to support the Commission to achieve its regulatory aims.”

Helen Child, Head of Governance at UKGC, said: “Nick has been instrumental in the creation of the Forum, helping to develop and embed it into the Commission’s expert groups. I have very much enjoyed working with him as we established the Forum, and I would like to thank Nick for his hard work in getting the group to this point. We wish him well for the future.”

Andrew Rhodes, Chief Executive of UKGC, said: “I have thoroughly enjoyed working with both Nick and the Forum over the last two years. Nick has been such a valuable sounding board, a constant fount of knowledge and insight and a great support to me personally.”

“A new Chair will be appointed in due course, with further updates to follow. We are grateful to Nick for his significant contribution and continued support during the transition,” the Commission said.

The post Nick Rust to Step Down as Chair of UKGC’s Industry Forum appeared first on European Gaming Industry News.

Latest News

Brand-new projects debuting at iGB L!VE: Casino&You and Win&You Partners!

Published

6 minutes ago

June 27, 2025

George Miller

Reading Time: 2 minutes

This July at iGB L!VE, we’re thrilled to introduce two brand-new ventures from the team behind BETANDYOU. The first is Casino&You — a fresh, player-first online casino. The second is Win&You Partners, a next-generation affiliate program designed to bring casino and sportsbook traffic together under one roof.

Launched in May 2025, Casino&You is a bold new iGaming project operating under a Curacao license and already live in soft launch. With support for 30+ languages and 20+ payment methods (including crypto), it’s now welcoming players from key regions.

The platform blends a modern neon-pink Vegas vibe with seamless UX, offering a fully mobile-optimized experience and access to over 1,000 games from leading global providers. Slots, live casino, crash, table games, and a dedicated sports betting section are just the beginning.

Welcome Offer
New players can claim a generous 4-level bonus package worth up to €1,500 / $1,500. Rewards are unlocked through verified accounts, with no hidden fine print.

Payment Flexibility
From Visa and Mastercard to Bitcoin, Ethereum, Tether, and TRON, Casino&You lets players control their deposits and withdrawals.

Retention & Rewards
With weekly promotions, cashback, tournaments, free spins, and a loyalty program already live, Casino&You is testing new engagement mechanics directly shaped by player feedback.

Meet Win&You Partners
Alongside the casino launch, we’re unveiling Win&You Partners, our brand-new affiliate program that integrates Casino&You and Betandyou sportsbook offers into one streamlined ecosystem.

Affiliates can choose from RevShare, CPA, and Hybrid models. They can access real-time analytics, localized creatives, and dedicated account managers who know their GEOs. All traffic types are welcome.

“We’re not just launching another brand, we’re building something that’s clean, fair, and actually enjoyable to work with,” says the project’s CEO. “Casino&You and Win&You Partners are the result of everything we’ve learned so far, and now we’re ready to scale.”

Please stop by our stand H64 at iGB L!VE 2025 to meet the team and discover what Win&You can do for your traffic.

The doors are open. Let’s win together.

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Latest News

GRAI Signs MoU with Gibraltar

Published

6 minutes ago

June 27, 2025

George Miller

Reading Time: < 1 minute

As part of the process to put in place information sharing agreements with other regulatory bodies, CEO of the Gambling Regulatory Authority of Ireland, Anne Marie Caulfield signed a Memorandum of Understanding (MoU) with Commissioner Andrew Lynam representing the Gibraltarian Gambling Regulator.

This agreement establishes a framework for cooperation and sets out the broad principles of collaboration between the Gambling Regulator and the Gibraltarian authorities. The shared aims of both regulators are to enable closer working relationships which will enhance each organisation’s ability to discharge their respective duties and functions.

This is the third of a series of MoUs which the GRAI intends to put in place with other Gambling Regulators in other jurisdictions over the coming months as GRAI move towards opening for its first phase of licensing.

Anne Marie Caulfield, CEO of GRAI, said: “This Memorandum of Understanding signed with the Gibraltarian Gambling Commissioner Andrew Lynam, representing the Gibraltar Regulatory Authority is a significant step in formalising the working relationship between regulators in Ireland and Gibraltar. Given how many Gambling Operators are active in both jurisdictions this Memorandum of Understanding will be the first step in cementing what will be a positive and mutually beneficial working relationship between both organisations. This is another important step in the Gambling Regulatory Authority of Ireland series of MoUs with fellow regulators.

“We would also like to take the opportunity to welcome Andrew Lynam, CEO of the Gibraltar Regulatory Authority to Dublin and to thank him, and his team, for their ongoing support and assistance to GRAI.”

The post GRAI Signs MoU with Gibraltar appeared first on European Gaming Industry News.