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Towards a “Customer-first” Betting Experience
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Sabrina Soldà, BtoBet’s Chief Marketing Officer:
SIGMA Malta has been a jam-packed experience with iGaming professionals from all over the world gathering at Malta’s MFCC, sharing their views and insights on the way forward that the industry should undertake.
Regulation and compliance, new market frontiers such as Asia and the US, emerging realities like Latin America and Africa, payments and the advent of blockchain … These were some of the main topics that were discussed in depth during the various workshops and conferences that span throughout the three days of the event. But the major event that really got my attention was the CRM workshop, with key figures like Quickspin’s Thomas Jones, and iMovo’s Javier de Arriaga underlining the importance for any iGaming company to gain a 360 view of their customer, resulting in a better retention of their players.
And whilst there is no doubt that from a technological perspective the industry is considered to be at the forefront, I find it somehow disappointing to acknowledge the fact that generally speaking the betting scene is still lagging way behind other entertainment industries.
Almost every industry is experiencing fundamental change, and the iGaming industry is no different. Consumer expectations have shifted and the continuous introduction and integration of innovative digital technologies channels are constantly impacting and changing customer demands transforming the player journey in a highly volatile scenario hugely effecting player loyalty and retention outcomes. Yet even though aware of this, most of the big players in the industry tend to persist with the status quo, sticking to their current approach where their players have to adapt to their business strategies and not vice versa.
Who are my customers? What do they want and need? How do they behave? What is driving their behaviour? How is it possible to engage my players, increase customer loyalty and achieve a seamless and holistic user experience in the age of digital disruption?
These are the strategic questions that service providers and operators alike should be posing themselves in order to be able to improve and provide an augmented UX.
Netflix provides an excellent example of the power of a company with a simple, clear customer strategy and business model adapted for the digital age with their customers at the heart of their business operations. What started out as a home delivery service of popular DVDs has transformed into a global media powerhouse, redefining the concept of customer centricity through technological innovations by using customer insight data to refine and develop its proposition.
The Netflix example proves that recent fundamental changes to customer needs and behaviour, and the arrival of disruptive new competition, means that many businesses need to develop a new customer strategy. In laymen terms, when it comes to the iGaming industry the provision of a “standardised” omnichannel betting platform is simply not enough to provide and guarantee the kind of betting experience that is sought by the players themselves. Resulting ultimately in the bigger player churn rates characterising most markets.
It is becoming clearer by the day that players are asking for a betting ecosystem that simplifies their interaction with all available devices, channels and communicative mediums throughout the span of the day, be it social media platforms, smart speakers, and why not, TV.
Operators should be in a position where they focus entirely on and develop in the way they deem best their player journey, and providing the best possible customer experience for their target players. Reality is that most operators are restrained from delivering an augmented UX via the core platform technology provided to them by service providers. In most cases we are still witnessing a case of the operator delivering the platform provider’s distinct betting experience, with no possible way for intervention on their behalf to alter this betting journey.
Fact is that most operators are slowly but surely transforming themselves into franchises with no unique points of reference that make them stand out from the competition. This is why the development of iGaming platforms enabling a holistic betting ecosystem that morphs around the players’ needs and preferences no matter the device, place, and medium should be placed at the higher echelons of the industry’s agenda.
This is firmly what BtoBet believes in. This is what we are working on delivering to our partners and their target customers. And this is what we are set to unveil in the coming weeks.
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: Towards a “Customer-first” Betting Experience

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James O’Kelly Appointed Head of Corporate Development at SolutionsHub
SolutionsHub is pleased to announce the appointment of James O’Kelly as Head of Corporate Development, a newly established role that underscores the company’s commitment to strategic growth, innovation, and excellence in client service.
Since joining SolutionsHub, James has been instrumental in driving key initiatives across the organization. Over the past 18 months, James has headed high-impact growth intiatives, managed treasury and led sucessful licensing for clients. His contributions have also extended to representing SolutionsHub on the international stage, enhancing the company’s global presence.
In his new role, James will take the lead on a range of high-impact strategic initiatives in close collaboration with the Board of Directors. His primary focus will be on identifying and cultivating key partnerships, as well as spearheading the development of innovative product lines that align with the company’s long-term vision. To fully dedicate his efforts to these forward-looking priorities, James will be transitioning responsibility for day-to-day operations and compliance to other senior members of the leadership team. This shift will enable him to concentrate on shaping the company’s future growth trajectory and ensuring its continued success.
“James has consistently demonstrated outstanding leadership and a deep understanding of our business and industry,” said Lee Hills, CEO of SolutionsHub. “His appointment as Head of Corporate Development is a natural evolution that aligns with our long-term strategic goals and further reinforces the strength of our leadership team.”
James will continue to play a pivotal role in advising and supporting clients through increasingly complex regulatory, licensing, and jurisdictional considerations. Leveraging his extensive experience and strong track record of delivering innovative, compliant, and forward-thinking solutions.
The post James O’Kelly Appointed Head of Corporate Development at SolutionsHub appeared first on European Gaming Industry News.
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Week 19/2025 slot games releases
Here are this weeks latest slots releases compiled by European Gaming
CryptoSlots, a leading cryptocurrency casino, is celebrating its 7th birthday this May with exciting new game launches and player rewards. To mark the occasion, CryptoSlots is unveiling a brand-new slot: Safari Sunsets, taking players on a breathtaking journey through the African savannah at golden hour. With swaying acacia trees, and a sky glowing in sunset hues of orange and purple, the game immerses you in the wild beauty of the grasslands. Majestic animals like zebras, lions, buffalos,and the powerful elephant Scatter symbol bring the reels to life!
PG Soft has unleashed its latest big-hitting title, Knockout Riches. The new addition is a 5-reel (1 to 3 rows in reel 1 and 5, 4 to 20 rows in reels 2, 3 and 4) slot that delivers an action-packed slot experience with grit, determination, and big rewards. Ruby, known as the ‘Flaming Rose’, steps into the ring as a rising star in the boxing world whose fists must do the talking.
Relax Gaming, the iGaming aggregator and supplier of unique content, is challenging players to tame Fang the dragon in its fiery new release, Fang’s Inferno. The dragon with an insatiable appetite for riches returns in this 5×4 slot where big wins can come via Blazin’ Wilds, Flamin’ Respins, Fang’s Bonus Picks, Fiery Free Spins and Fang’s Bonus Picks.
FBMDS is thrilled to announce the launch of its newest slot game of Asian inspiration – “Panda Treasure – Sublime Series”. This is the inaugural title in its ambitious plan to reinvent its slots portfolio with new, rewarding online casino game releases throughout the year, that speak to different players’ profiles and competitive operator’s demands. The release of a new slot game aligns with FBMDS’s 2025 narrative, focusing on market expansion, innovation, and leadership in key iGaming segments.
Spinomenal has released its latest game to join the Wildlife series, Majestic Silverback. Players are welcomed to the untamed, lush jungle for an adventure. Verdant fauna surrounds the 5×3 reel frame, brought to life by an array of jungle animals, including jaguars, parrots, crocodiles, and iconic silverback gorillas.
Push Gaming has launched Olympus Unleashed, a futuristic take on a mythological-themed slot that combines the timeless appeal of classic slots with bold, modern gameplay. Created for players who enjoy the familiar rhythm of traditional titles but crave something fresh, Olympus Unleashed delivers a compelling blend of nostalgia and innovation.
Play’n GO’s latest 6×4 slot, Crabby’s Gold, washes ashore with gold-grabbing mechanics, evolving Wilds and a crustaceous companion who’s got more attitude than treasure maps. Set in a sun-bleached pirate cove where coins glint beneath the waves, Crabby’s Gold brings comic chaos to the high seas. With its curmudgeonly mascot Crabby hoarding multipliers and heckling from the reels, this 4096-ways slot isn’t just another maritime theme – it’s a tidal wave of personality.
Inspired Entertainment, Inc., a leading B2B provider of gaming content, systems, and solutions, is thrilled to announce the release of Piggy Winner™ – a pig-themed descendant of Inspired’s popular omni-channel slot Gold Winner™. This 10-win line slot game is packed with thrilling features including Wild Symbols, Cash Collecting Free Spins, a gamble option and Fortune Spins mode, designed to deliver slick gameplay and endless excitement.
Booming Games turns up the temperature with Inferno Fortune Power Hit, the explosive first title in the brand-new Power Hit Series. Set on a blazing 6×4 grid with 4096 ways to win, Inferno Fortune Power Hit is designed for players who crave nonstop action and high win potential. At the core of the game lies the powerful Power Hit feature, which can be triggered in both the base game and Free Spins.
The post Week 19/2025 slot games releases appeared first on European Gaming Industry News.
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ELA Games Receives Key Nomination at EGR Marketing & Innovation Awards
The studio is shortlisted for the “Brand of the Year – B2B” category
ELA Games, an innovative game development studio, has been shortlisted for the “Brand of the Year – B2B” category at the upcoming EGR Marketing & Innovation Awards 2025.
The EGR Marketing & Innovation Awards is an event that celebrates key figures and innovative brands within the iGaming industry. The ceremony recognises companies that demonstrate commercial success through game-changing creativity and contributions to the improvement of the industry. It gathers the brightest and most influential minds to reward those who have helped the online gaming sector grow.
ELA Games’ nomination for the “Brand of the Year – B2B” category highlights the company’s efforts in creating a portfolio that balances operator-centric growth with player-friendly gaming experiences. The studio has demonstrated a commitment to helping operators improve player acquisition and retention metrics through data-backed performance, making it a beneficial partner.
Marharyta Yerina, ELA Games’ Managing Director, commented on the nomination, “The ELA Games team is proud to receive a nomination for a significant category at a prestigious event. We’ve made considerable strides in 2025 to develop our portfolio and create games that both help operators grow and provide fun for players. We look forward to networking with all our peers at the ceremony, and congratulations to all nominees!”
The EGR Marketing & Innovation Awards 2025 will take place on June 19, 2025, at The Mermaid, London. The ELA Games team will attend the ceremony for a night of excitement, networking, and celebration.
The post ELA Games Receives Key Nomination at EGR Marketing & Innovation Awards appeared first on European Gaming Industry News.
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