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From brain to bettors: How Parimatch turns ideas into innovations
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Launching a new product in any industry can be tough but with the online betting sector growing exponentially in recent years, it takes more than ever to stand out. As one of the leading gaming companies in the CIS region, Parimatch has built its reputation over the last 15 years for delivering exciting and reliable products to market. As the betting brand continues to improve its product, the company’s Chief Product Officer, Sergey Berezhnoy, explains the timeline of a successful product journey.
When instigating a new product launch, what’s more important the USPs or the value proposition?
To break it down to this ‘artificial’ choice of one of two options doesn’t really allow for the complete space of possible solutions. In this context, I consider Value proposition to be more important. The emphasis on USP is a great opportunity for marketing, which is important at the start, but in the end, users come to you for the appeal that comes from value proposition. Emotions, impressions and excitement will always be more important than any specific feature in the product.
With such an international presence, how much thought goes into R&D across varying markets?
Entering a new market is always R&D. First of all, this is an understanding of how your product will be perceived by local players. If technology manufacturers adapt to the markets, then we, a product company operating in the entertainment market, have to adapt ten times more. The culture of betting and the culture of excitement are different even in the neighbouring countries, but what about the differences between the regions? This is an abyss! The mechanics seem to be the same, but the context in which the product is used is very different.
Therefore, we focus on understanding the context of product use. After that, refinements of the product or marketing messaging become a matter of technology.
Your company is renowned for its open internal communication between management and employees, how do you keep this open during the product to market journey?
Yes, despite the rapid growth – which my recent appearance in Parimatch is a consequence of – we remain very close in relations and in the information exchange. A very clear message about openness, transparency and the information exchange comes from our CEO. After all, this is the key to focusing on the goals and results, as well as avoiding rumours and distortion of facts.
At Parimatch, do you pilot before widely marketing the product and how does this impact the end product?
Of course, a lot of tests take place in the company: starting from corridor polls, ending with massive quantitative and qualitative researches. At the same time, we believe that we have room to develop in this direction: experiments, testing bold ideas and hypothesis will be one of the main focuses for the product team in 2020. We do not set ourselves the goal of fanatically checking every element, we are building a complete idea validation system.
When does the question of pricing models come into play?
In fact, this is not the biggest problem for us. The sports betting service itself is an intellectual battle between players and bookmakers. Therefore, everyone decides how they work with their own account and how much to bet: someone plays ‘according to the bankroll’, sharing bets on shares and evaluating material expectations, someone supports his/her team, someone adds emotions to watching matches. And we consciously do not want to raise rates or manipulate upwards. Each player chooses his own comfortable level. That is why our minimum rate is very low.
Can you explain the brand’s marketing approach and how your ambassadors, sponsorship, etc. factor into product marketing content?
Marketing is one of the strongest teams in Parimatch. Some projects are daring and risky, some are clear and simple, but there are never boring decisions. Partnering with leagues and federations helps us not only to increase brand awareness, but also to develop specific sports. Ambassadors, like Conor McGregor and Mike Tyson, have raised the brand awareness and taught our fans about the UFC. A wonderful symbiosis for sports and Parimatch.
Our brand ambassadors and sponsorships convey the spirit of our company – the spirit of a fighter and a winner. In addition, we do a lot of online promotion mechanics around our sponsorship activities. This allows us to inform customers about our cooperation in a playful way.
In terms of each of your product launches, how do these fit in with your wider company goals over the next 1 to 5 to 10 years?
We live in an opportunistic world where ambitions and goals are formed not by a 10-year plan, but by markets and opportunities. We form a long-term vision of what the entertainment industry will look like and what place betting on sports and other gambling entertainment will occupy in it. But this is the ‘vector’ of movement, and not the end point of the route.
As for the short-term goals, we have very clear plans until mid-2020. Euro 2020 poses a big challenge for us, as teams from our regions will participate, which means we have to make the game even more saturated with emotions. We’re excited to kick off these Parimatch plans in the coming months and we always shoot to score!
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: From brain to bettors: How Parimatch turns ideas into innovations
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13 gambling company executives in appeal against ATG’s proposal to raise gambling tax in Sweden
BOS – The Swedish Trade Association for Online Gambling – is today submitting a letter to the government. The letter is signed by 13 gambling company executives and BOS’s secretary general. In the letter, the signatories urge the government not to support the gambling company ATG in their proposal to raise the general gambling tax in favour of a reduction in the tax on horse racing.
As a main argument, the signatories highlight the fact that the level of the gambling tax affects the proportion of consumers who choose to gamble on the legal licensed gambling market, and that too many consumers are already opting out of the safety of the licensed market with its extensive consumer protection.
“Horse betting has a channelisation rate of between 98-99 percent. Online casino, according to the most optimistic estimates, has a channelisation rate of between 72-82 percent. The higher the tax, the greater the risk that the consumer will choose unlicensed gambling, where neither gambling tax nor consumer protection exists. To then lower the gambling tax for horse betting, which already has a very strong channelisation, and raise it for online casino, which has a very weak channelisation, would be completely incomprehensible. At least for those who prioritize consumer protection,” says BOS Secretary General Gustaf Hoffstedt.
You can read the full letter here: Letter to Government on ATG gambling duty
The post 13 gambling company executives in appeal against ATG’s proposal to raise gambling tax in Sweden appeared first on Gaming and Gambling Industry Newsroom.
FBMDS proudly unveils the Momentum Series, a crash gaming collection built to deliver fast-paced thrills, immersive visuals, and strong retention for online casino operators worldwide with the Piñata Rush, Magical Garden and Arctic Jumper titles.
Designed “for emotions” and “born to captivate”, the Momentum Series includes three high-performing titles — Piñata Rush, Magical Garden, and Arctic Jumper — that redefine the crash genre with dynamic gameplay, deep personalization, and stunning 3D environments.
The Momentum Series was created to give players more control, excitement, and emotional connection while providing operators with games designed for longer sessions and better retention metrics. Each title combines intuitive gameplay with high volatility, 97%+ RTP, and a responsive, mobile-first design, ensuring performance across devices and browsers. Players can personalize their experience with auto bets, double bets, and auto cashouts, adapting each round to their individual risk strategy.
Piñata Rush offers a colorful, multiplayer crash gaming experience set in lively Mexican-inspired streets. Players can track others’ progress in real time and enjoy a community-driven atmosphere that keeps engagement levels high. With 97.06% RTP and features such as Multiplayer, Auto Play, Auto Cash-Out, and a configurable Max Bet from 100x to 1000x, this crash game provides vibrant entertainment across Android, iOS, Mac OS, and Windows.
Magical Garden immerses players in a lush 3D fantasy world where serenity meets suspense. This single-player experience blends calm and thrill through Auto Play and Auto Cash-Out functions, allowing personalized strategies and a Max Bet configurable from 100x to 1000x. With 97% RTP, it offers operators a high-performing product with wide cross-platform compatibility.
Arctic Jumper brings adrenaline to the frozen north with a fully 3D single-player experience. Its immersive visuals and smooth performance are enhanced by Auto Play, Auto Cash-Out, and customizable betting options that match each player’s risk profile. Operating at 97% RTP, this title delivers consistent engagement and retention potential for competitive markets.
“The Momentum Series represents FBMDS’ evolution into crash gaming — a genre built on emotion, timing, and control,” said Renato Almeida, Director at FBMDS. “With Piñata Rush, Magical Garden, and Arctic Jumper, we’re delivering fast, flexible, and emotionally charged experiences that empower both players and operators.”
FBMDS brings a winning portfolio of innovative iGaming solutions, blending tradition with cutting-edge technology to deliver engaging, reliable, and profitable gaming experiences for operators worldwide. With a focus on slots, table games, video bingo, and now crash games, FBMDS empowers partners to scale and succeed in competitive markets.
The post Momentum Series: A Crash Gaming collection crafted for emotions in your online casino appeared first on Gaming and Gambling Industry Newsroom.
- Sunny feel-good vibes for everyone: Cozy Coast now available for iOS and Android
- New trailer highlights entertaining storytelling, merge-2 puzzles, and diverse gameplay elements
- Upcoming updates with new events and challenges for long-lasting fun
A beach adventure with heart: InnoGames, one of Germany’s leading developers and publishers of mobile and browser games, today launches Cozy Coast worldwide, bringing sunny feel-good moments to smartphones and tablets. The game is now available for free on the App Store and Google Play Store. Players in selected regions have already explored the Mediterranean island of Calista and experienced the captivating story of the two protagonists Mia and Elara. The unique mix of merge-2 puzzles, exploration, and heartfelt moments is clearly resonating with players, earning 4.8 on the App Store and 4.6 on Google Play out of 5 stars.
With today’s launch, InnoGames expands the game’s language support. Alongside the existing languages German, English, and French, Cozy Coast is now also available in Italian, Polish, Portuguese, and Spanish.
New Features, More Events: Regular Updates for Lasting Fun
In Cozy Coast, players accompany best friends Mia and Elara on a journey across the picturesque Mediterranean island of Calista. For Mia, the island is filled with childhood memories, but its former charm has faded. Together, they set out to restore the island. The gameplay centers on merge-2 mechanics: By skillfully combining items, players fulfill the wishes of island residents, collect resources, and restore buildings to unlock new areas of Calista. Along their journey, Mia and Elara encounter interesting characters, discover secrets, and explore the environment.
Check out the trailer on youtube: youtube.com/watch?v=hpacBlPfio4
Since the initial launch of Cozy Coast in selected regions, the development team has steadily expanded the merge-2 adventure. Customizable portraits, 3D decoration events, special quests with unique rewards, and advanced challenges for experienced players ensure there’s always something new to discover. The holiday season has also arrived: players can earn daily rewards, including the festive avatar “Winter Elara”.
Key Features of Cozy Coast
- Merge items: Strategically combine items to create new and higher-value objects
- Restore the seaside promenade: Renovate abandoned buildings to unlock new areas
- Adventure in paradise: Follow best friends Mia and Elara as they discover hidden places and uncover the secrets of a corporation with questionable intentions
- Characters with personality: Meet fascinating characters. Every encounter comes with a story – sometimes touching, sometimes mysterious, but always full of emotion
- Fresh challenges every day: Participate in competitive, daily, weekly, and seasonal events like exploration quests, puzzle collections, decoration and special story-driven missions to receive exciting rewards and enjoy lasting gameplay
- A personal touch: Use portrait customization to bring individuality and personality to every adventure.
- Unwind in a Mediterranean setting: Experience stress-free gameplay paired with a captivating story of friendship, courage, and hope
- Free to play without restrictions: Available worldwide on iOS and Android (except in Russia and China)
Cozy Coast is available on the App Store for iOS and on Google Play for Android.
For the latest news about the game, visit the official website or follow Cozy Coast on Facebook, Instagram, TikTok, and YouTube.
The post Cozy Coast Launches Worldwide: Beach Adventure from InnoGames Now Available appeared first on Gaming and Gambling Industry Newsroom.
13 gambling company executives in appeal against ATG’s proposal to raise gambling tax in Sweden
Momentum Series: A Crash Gaming collection crafted for emotions in your online casino
Cozy Coast Launches Worldwide: Beach Adventure from InnoGames Now Available
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