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Exclusive Q&A with Hampus Eriksson, Chief Product Officer/PressEnter Group

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Operators understand the need to offer more than just a wide selection of slots and generous bonuses in order to deliver a player experience that blows their rivals out of the water. But what are players really looking for, and what are operators doing to ensure they not only meet but exceed these expectations?

Hampus Eriksson, Chief Product Officer at PressEnter Group, says that ultimately it is about putting the player first and that is exactly what the operator is doing to drive brand awareness and strengthen loyalty and retention across its portfolio of brands. But just how far beyond gambling do casinos need to go and are players still ultimately motivated by the slots and table games stocked in the casino lobby?

We put this question – and more – to Eriksson below:

 

To deliver the best player experience, is it right to say that casinos must now go beyond just gambling in the proposition they offer? Why? 

While I don’t fully agree with that statement, there is certainly a growing demographic and type of player that is looking for additional entertainment elements in their online gameplay. This includes enjoying “on top of content” gamification features or seeking more social elements embedded into the overall experience. However, a large group of players still play for the entertainment and thrill that core products such as slots, table games and live dealer already provide.

 

What areas of the casino does this impact – bonusing, payments, loyalty? Can you give examples of how? 

It comes down to getting the basics right. We know that our players are looking for entertainment and we know we have the games they enjoy. Our core focus has always been people/players first, from our corporate culture to our consumer brands. So we focus on simplifying the player experience and journey we provide. This means a simple registration process, seamless cashier experience and relevant bonusing where appropriate. The core product is always central and we want our players to never be more than one click away from that regardless of where they are on our sites and applications. This player-first approach is what separates us from our competitors.

 

What is PressEnter doing to provide this experience to its players? What challenges have you faced and how have they been overcome? 

We all experience world-leading digital products and smart solutions everyday, be they within the gambling space or outside of it in our day-to-day lives. We take these learnings from outside of our industry and try to implement them within our products to simplify and improve the experience for our users.

In regards to “on top of content” experiences, the major challenge for many is that they end up over-engineering these solutions and the product becomes unnecessarily complicated. Instead, we introduce elements that the team have enjoyed during internal testing so they are proven to some extent.

Our very popular “Ultra Charge” feature at UltraCasino – which awards personalised bonuses each day – or our “Most Wanted Challenge” at RapidCasino are both good examples of very straight forward and easy to understand features that add that little extra element of competition or challenge for our users.

 

What are the upsides to offering a casino experience that goes beyond gambling? Does it lead to higher levels of engagement/loyalty? Why? 

We absolutely see higher levels of engagement. However, whilst many players actively seek these added elements to their entertainment, there are just as many who simply appreciate it as an added value to their gambling session. Moreover, it comes down to the fact that an overall positive experience translates into loyalty. We have found that offering simple-to-understand bonus elements boosts the great engagement and loyalty we already see from our players.

 

How do you make sure you understand your customer and what they are looking for in an online casino experience? 

At PressEnter we have a great deal of experience and knowledge within the organisation, and this makes it easy for us to relate to our users. We don’t need to over-complicate and wait for too many A, B and C tests to come back with enough data to tell us what we already know. We know what we like ourselves and we are not afraid to try things out. If it gets good traction with our users, we continue to invest and further develop that feature. If not, we trash it and try something else that we think our players will enjoy.

 

How do you see customer expectations changing over the coming months and years? Will gambling become secondary to other aspects of playing online casino? 

The spectrum of player preferences is constantly widening and for some segments, this takes quite a deep dive in terms of expectations. Casinos that choose to specialise in these new, speciality preferences will probably attract the majority of users from that specific group of players to their sites. However, looking at the core and majority of users, I think the added and surrounding elements –  be it gamification or social gaming aspects –  will remain complementary and the gambling element will continue to be the core entertainment experience for most.

 

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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Red Rake Gaming releases Super 60 Stars, the newest slot in its successful Super series

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Red Rake Gaming has released Super 60 Stars, the latest addition to its acclaimed Super series, now available to all partner operators.

This new release retains the fast-paced gameplay and wide variety of features that have made the series one of the most popular in the iGaming industry, while also introducing an exclusive new addition that adds even more excitement to the game.

The new feature in Super 60 Stars is the “Super 60 Stars” symbol, which can appear anywhere on the reels and trigger the brand-new “Super 60 Gold X” minigame. In this minigame, players can land the “Super X” symbol to multiply the value of the silver coins and accumulate big wins through the gold coins. On top of that, the “Super 60 Coins” system brings the familiar “Minor, Major and Grand” prizes, offering great win potential.

The game also includes some of the most successful features from previous titles in the series, such as “Sticky Wins” and progressive multipliers triggered by the “Super 25 Stars Wild” symbol, as well as the “Crystallize Symbols” and “Lucky Multipliers”, with multipliers of up to x50, and the «Star Fusion Minigame», which merges symbols for bigger rewards.

Other popular features also make a return, including the “Super 10 Stars Mini-Slot” and the “Frenzy Wheel Minigame”, with multipliers of up to x100, plus expanding Wilds with Respins, the “Wheel Bonus”, and “Free Spins”.

With its polished design, fast-paced gameplay and broad variety of features, Super 60 Stars strengthens the appeal of an already established series and stands out as a key release for operators looking to offer high-performing, differentiated content to their players.

Now available across all Red Rake Gaming partner casinos, as well as through its renowned tournament tool.

For additional information please contact: [email protected]

The post Red Rake Gaming releases Super 60 Stars, the newest slot in its successful Super series appeared first on European Gaming Industry News.

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GAMSTOP reports record registrations in 2025

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  • 44% increase in under 25s choosing to self-exclude from gambling
  • Younger consumers choosing six-month exclusion to manage their gambling
  • New chair Chris Pond to take up post in September

GAMSTOP, the national self-exclusion scheme for online gambling, has reported a 19% increase in registrations in 2025, with monthly registrations breaking all previous records twice in successive months.

The increase in registrations has been driven by younger consumers, aged 16-24, with self-exclusions increasing by 44% year-on-year in the first six months of the year. Four out of ten are choosing to exclude for the minimum six-month period, up from 36% in the previous year which could mean they are using GAMSTOP as a flexible, preventative tool to manage their gambling, though more research is needed to understand patterns of behaviour.

With self-exclusion at record levels, the Gamstop Group has announced its new chair will be Chris Pond, who replaces the outgoing Chair Jenny Watson CBE in September after her seven-year stint. Mr Pond is highly experienced in financial services and has worked across the public, private and non-profit sectors.

He is currently Chair of the Money and Mental Health Advisory Board and the Financial Services Consumer Panel at the Financial Conduct Authority. He has previously chaired the Financial Inclusion Commission, served as the CEO of two national charities and was a Work and Pensions Minister during his eight years as a Member of Parliament.

Since GAMSTOP’S inception in April 2018, nearly 600,000 vulnerable consumers have registered for the service and self-exclusion is continuing to increase at record rates. In April 2025, a record 10,281 consumers registered with GAMSTOP – the first time the monthly figure had ever topped 10,000 –and Monday April 7th, two days after the Grand National, was the busiest ever day with 437 registrations. However, the monthly record was eclipsed in May, with 10,344 new registrations.

The 2025 data reveals a growing preference for six-month exclusions across all age groups, a 29% year-on-year increase. However, the maximum five-year exclusion remains the most popular amongst all age groups, except under-25s and currently accounts for nearly one in two of all exclusions (47%). Since 2018, 53% of all registrations have been for the maximum five-year period.

GAMSTOP introduced a new ‘5 years with auto-renewal’ exclusion in December 2024 for vulnerable consumers looking to extend their exclusion from gambling websites and apps. The new 5 -year auto-renewal option was developed in direct response to feedback from users and the take-up has been high, with nearly half of those registering for a five-year exclusion choosing this option.

New registrations – H1 2025

16-24 25-34 35-44 45-54 55+
6 months 39% 27% 23% 21% 22%
1 year 26% 26% 23% 22% 22%
5 years 35% 47% 54% 57% 56%

 

Registrations – all time

16-24 25-34 35-44 45-54 55+
6 months 33% 23% 20% 20% 20%
1 year 26% 23% 22% 21% 22%
5 years 41% 54% 58% 59% 58%

 

Fiona Palmer, CEO of GAMSTOP, said:Our data shows a significant spike in the number of younger consumers who are GAMstopping to manage their gambling, and this has driven the record registrations in 2025. They are increasingly choosing six-month exclusions, which suggests that GAMSTOP is being used as a tool to allow them a break from gambling. We have worked very hard to increase awareness of GAMSTOP amongst younger consumers and to destigmatise the use of self-exclusion. We want them to realise that GAMSTOP can be used as a preventative tool alongside other solutions, giving them breathing space to take back control”.

 

The post GAMSTOP reports record registrations in 2025 appeared first on European Gaming Industry News.

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STAKE SIGN FOOTBALL LEGEND PATRICE EVRA AS GLOBAL AMBASSADOR

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Betting giants, Stake has today confirmed that former Manchester United and Juventus legend, Patrice Evra, has signed a deal to become a Global Ambassador for the brand.

Evra is the latest football legend to partner with Stake, joining fellow Premier League icon, Sergio Aguero as part of the Stake family. The former left-back enjoyed a trophy laden career, winning 17 major titles, including the UEFA Champions League, and five Premier League titles as part of an iconic Manchester United squad.

Evra’s larger than life personality has seen him remain a source of great entertainment since his retirement. Now considered a respected pundit, Evra has become known for his strong opinions and sharp wit.

Patrice Evra commented:“I am so excited to be working with Stake, and joining the family. They are such a fun and exciting brand who are at the top of their game, and to be joining their team of iconic Ambassadors is a privilege.

“I am a massive MMA fan, and Stake is a brand that everyone thinks of when it comes to the sport. To be on the same team as MMA Champions is great, and also to have a former rival from Manchester City, Sergio Aguero, now on my team, is fantastic.”

Akhil Sarin, Chief Marketing Officer at Stake, said: “Patrice is a footballing icon and one of the best players to ever play in his position. As much as his incredible credentials, we love his eccentric, larger than life personality and his strong opinions on the beautiful game. We see great synergy between Patrice and the Stake brand, and are really looking forward to what will be a great partnership.”

 

The post STAKE SIGN FOOTBALL LEGEND PATRICE EVRA AS GLOBAL AMBASSADOR appeared first on European Gaming Industry News.

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