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Exclusive interview with Lars Kollind, Business Development Manager at Playson
Reading Time: 5 minutes
European Gaming caught up with Lars Kollind who is spearheading the brands strategic plans to continue expanding its operational portfolio worldwide, both vertically and horizontally.
You joined Playson in January this year. How is your experience so far?
Kollind: Hello and thank you for the opportunity to share my experience at Playson.
When I joined the company, I expected a young provider, still figuring things out, however in the few months I’ve been here I have been pleasantly surprised to understand the company is well-established, with clear goals and direction, and with a great culture focused on quality of workplace experience. Playson games are popular among operators and players alike due to their high-quality graphics and animation, supported by a robust and reliable technical set-up that ensures seamless a experience.
On a more personal level, I am greatly enjoying the atmosphere in the company. Values such as collaboration, teamwork, peer support and responsible autonomy are at the core of company culture, which is why we work as a closely-knit pack. At the same time, this allows me the freedom to be myself and motivates me to give my best in my role.
Playson has signed some major clients recently, such as Leo Vegas, ComeOn, and Hero Gaming. Tell us more about the new deals and strategic aspects behind each deal.
Kollind: It’s no secret that we are proud of these recent partnerships and they have given us added impetus to re-evaluate our operations. The company has operated for a long time as a small-to-medium-scale, dynamic studio, with laser focus on quality of product and support. Recent deals with tier one operators and other suppliers have provided us with the context to understand that our position in the market is changing. We are moving with confidence towards the core of European iGaming, increasing our regulated market footprint and our ambitions.
What was your specific role role in these deals?
Kollind: It is common practice in the company to appreciate the team-effort even across every acjhievement, no matter how large or small. It’s true, actually, that even top performers reach out to a large number of professionals from other departments in order to secure a deal. These particular deals were coordinated by our Sales Manager and my involvement only started after the deals were signed.
How do the new deals auger for Playson’s future? What are the new deals in the pipeline?
Kollind: The most important message sent by these deals is that Playson is a mature, stable and reliable provider that is here to stay – and grow. Our engines are revved up and we don’t expect to slow down our expansion process any time soon. We have some significant announcements to make in the coming months so watch this space!
Are there any plans to expand Playson’s footprints to the USA and Asia? Big things are happening or about to happen in the USA and Japan in the gaming sector.
Kollind: For the time being Playson is focusing on its core markets and only contemplating non-European territories from afar. We expect markets such as the US and Asia to take decisive steps towards regulation and developing the necessary framework for harbouring safe, compliant and responsible gaming, bit this will take time. This year we are committed to expanding our presence exclusively on regulated European markets, but next year it’s not out of the question that we may consider other regulating and/or regulated jurisdictions as well.
Playson has already published more than 70 omnichannel games? Are you going to launch any new games soon, like the Blackjack suite in HTML5? Would love to hear more details.
Kollind: Our HTML 5 Blackjack game is already live and performing well. We are committed to releasing two to three new games every month with new and exciting themes and highly engaging features and functionality that players love and keep coming back to time and again.
Playson has published some much sought-after games in its history. How does the planning go before developing and publishing the games? Could you also tell us more about some of the most successful games in Playson’s portfolio?
Kollind: Our game development process is extensive and we take a meticulous approach to themes and details within each product ensuring our products meet the right compliance standards, are customized to the market we are looking to target and the player segment we are catering for.
We always look at the history of what is popular with certain player demographics, however we also innovate as much and as often as possible with new features such as “daily” jackpot implementations.
Our classic titles such as Legend of Cleopatra are still a major success for us. Players love this 100-bet line game that can pay out huge wins across the pyramid-type reels.
Playson’s offices are spread across four countries: Malta, Ukraine, UK and Greece. How do you manage to maintain a coherent work culture? Any special human resources policies?
Kollind: We may be spread across several global locations, but we embrace a connected working culture and we’re constantly in touch with each office. This has proven to be a huge success for us internally with increased productivity, plus it’s also great to have our employees spread out so we can meet our clients as often as possible based on the geography of staff. Each location is designed to appeal to local talent, and we have carefully planned this within the hiring process.
You are participating in CEEGC 2019 at Budapest on 24-25 September. What do you think is special about CEEGC? Why this event is important to your company?
Kollind: This is the fourth Central and Eastern European Gaming Conference and Awards (CEEGC & CEEG). With several countries within the region opening and regulating this market is becoming increasingly important and we’re very much looking forward to meeting new and existing clients in September.
Our General Counsel, Andrei Andronic, is taking part in a compliance panel at the event in Budapest and it will be great learn and network with our peers on issues such as compliance and investment opportunities in the regulated Central and Eastern European jurisdictions including Bulgaria, Romania, Czech Republic, Croatia and Slovenia, and the Emerging CEE jurisdictions, Slovakia, Hungary, Poland.
We really value having a presence at events such as this, particularly in exciting, emerging territories.
You have had about 15 years of experience in the gaming industry. How do you look back at your career?
Kollind: I’m very proud of my personal achievements but my focus is very much about building on the reputation Playson has built during that time and the significant plans and announcements we have for the coming months and years. We have some seriously exciting developments to discuss soon that I can’t wait to share.
Finally, do you think artificial intelligence is going to change the industry? What are Playson’s plans to tackle the opportunities and challenges that emerging disruptive technologies pose in the gaming sector?
Kollind: AI is clearly the buzzword of the moment, but I don’t see many companies making many inroads here. We use advanced AI technology to both improve our internal processes and our 70+ omni-channel slot games. It is helping us design better performing and more targeted localized content and this will only grow in value over time.
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: Exclusive interview with Lars Kollind, Business Development Manager at Playson
Latest News
Soft2Bet releases TopBet.ro in Romania with a motorsport‑inspired identity tailored to local fans
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Soft2Bet has launched TopBet.ro, a new Romanian sportsbook designed to cater to local habits and preferences. Built with a clear focus on motorsport and match-day culture, the brand combines competitive odds and fast mobile journeys with an auto-themed identity that resonates with local fans.
From launch, TopBet.ro has been tuned to the way Romanians follow sport. Football and motorsport are front and centre, with timely markets, match-day boosts and content that reflects supporters’ weekly rituals. Romania’s proximity to major European circuits and easy short-haul travel make it a natural home for motorsport fans, and TopBet.ro responds with creative campaigns, themed missions and seasonal offers built around grand prix weekends. The same care is evident throughout the interface: clear navigation, quick bet placement, and a clean, mobile-first design.
Yoel Zuckerberg, Chief Product Officer at Soft2Bet, said: “With TopBet.ro, we set out to create a brand that feels Romanian from the first tap, then added MEGA missions and challenges that turn derby days and grand prix weekends into journeys people return to. What we prove on our own brands becomes the toolkit we offer partners, combining culturally tuned products with measurable engagement and the ability to scale with minimal integration effort.”
Brand representative from TopBet.ro commented: “TopBet.ro is designed for Romanian fans who want more from every match. Together with Soft2Bet, we built a platform that connects sport, competition, and rewards in a way that feels natural and exciting. Our goal is to give every player the chance to experience the game like a champion.”
Alongside sports, TopBet.ro offers a comprehensive casino lobby for quick breaks or a change of pace, featuring popular slots, live dealer tables, and sports-themed titles, all delivered in a mobile-first format with clear navigation and quick load times. The experience is powered by Soft2Bet’s performance-first platform, which delivers speed, stability, and smooth gameplay, along with responsible play tools tailored to local requirements. A key part of this is MEGA (Motivational Engineering Gaming Application), the engagement engine that turns play into progress through missions, challenges and quests that unlock rewards and keep sessions fresh.
The approach has already proved successful in Romania, where seasonal quests and local events are firm favourites among players. By turning everyday actions into clear milestones and rewards, MEGA lifts session depth and repeat visits, helping first-time players become long-term customers.
The post Soft2Bet releases TopBet.ro in Romania with a motorsport‑inspired identity tailored to local fans appeared first on European Gaming Industry News.
Reading Time: 2 minutes
ELA Games beckons players to step into a shadowy realm of sorcery and mystery with its newest release: Witches’ Book
Bathe in the magic as a powerful coven of three witches conjures their spells across the reels, revealing mysterious rewards and surprises. Each spin is a step toward ultimate strength, where massive riches and bubbling magic await.
The Power of the Book
In the Witches’ Book, magic shimmers in every spin. Players aim to collect enchanted pages and experience the power of each witch’s most mythical spells.
Once players gather enough enchanted pages, they complete the spellbook and choose their witch and symbol to unlock the magical Free Spins. As the witches’ power grows, every symbol has the chance to transform into a Jackpot, turning ordinary spins into powerful, enriching moments.
A medium volatility level and 94.9% RTP ensure that wins are frequent even on the base game. Additionally, multiple surprise features can arise and spread across the 5×3 reel format, making each spin a potion of excitement.
ELA Games’ Magical Touch
Witches’ Book is an enchanting embodiment of ELA Games’ philosophy regarding creative innovation and a focus on engaging gaming experiences. The games’ animations, sound design, and dynamic mechanics blend to create an atmospheric game that will have players a part of the incantation.
Marharyta Yerina, ELA Games’ Managing Director, commented on the release, “With Witches’ Book, our goal was to create a title that emphasises the visually-rich aesthetics that embody the atmosphere of the brooding festive season. Every feature and design element was meticulously crafted to keep players engaged and deliver value for our partners. Witches’ Book is an example of our development approach: leverage creativity to entertain players while driving meaningful performance results for operators.”
Discover Enchanting Riches Now
Players can dive into the mysterious world of magic and spells today, with powerful gameplay and immersive experiences.
Finish your incantation and cast a powerful, lucrative spell today.
The post ELA Games Casts Its Latest Spell with Witches’ Book appeared first on European Gaming Industry News.
Reading Time: 2 minutes
Lisbon’s streets set the pace for Season 2 of GR8 Tech’s Bet It Drives — the drive-time podcast where iGaming’s most interesting voices speak freely, in motion. Hosted by Yevhen Krazhan, Chief Sales Officer at GR8 Tech, each episode captures raw insight, candid stories, and the kind of energy you can only find on the road.
Episode 2 puts the spotlight on Tiago Pereira, Head of Portugal at LeBull.pt, the executive who helped turn a logo and a bull into one of the fastest-growing brands in Portugal’s regulated iGaming market. With more than 20 years in sports betting, affiliates, and casino operations at Placard.pt, Betano.pt, bet.pt, and Sportingbet, Tiago has led market entries, compliance frameworks, sponsorships, and full-funnel digital growth.
During the ride, Tiago opens up about:
- How he found his path and his journey from architecture and computer science to marketing.
- The history of LeBull.
- Portugal vs. Brazil: same language, different mindset: why copy-paste doesn’t work and true localization is key.
- The idea behind the LeBull Night Show, a weekly late-night comedy event.
- His failed marketing project.
- Trusting younger generations.
- His previous approach to marketing when he joined Betano in 2017.
- Why the Portuguese sports betting market relies on the casino vertical.
- The next chapter for affiliation.
- Network or Not Work: mascots, localization, and keeping support teams local.
- A small personal detail that’s still quietly visible online for those who know where to look.
- His Champion Rule: move forward with an “I need to get this done” mindset. Whatever happens, don’t stop. Stay consistent, keep moving forward, and the results will follow.
“Tiago showed us how to win a new market with discipline, curiosity, and the courage to keep moving forward,” said Krazhan.
Watch or listen to Season 2, Episode 2 with Tiago Pereira on:
Bet It Drives Season 2 kicked off with Rasmus Sojmark and keeps the pace with upcoming episodes featuring Kyrylo Korobka and Kelly Kehn. Buckle up. Lisbon’s just getting started.
The next chapter of iGaming belongs to those who play smart and play bold. Meet GR8 Tech at booth 5028-2 during SiGMA Central Europe 2025 in Rome, November 3–6, and discover the Heavyweight Rulebook built for operators ready to scale, localize, and win.
The post GR8 Tech’s Bet It Drives Hits the Portuguese Fast Lane with Tiago Pereira of LeBull.pt appeared first on European Gaming Industry News.
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