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Parimatch’s Head of Billing explores the future sound of payments
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In his keynote speech at this year’s World Gaming Executive Summit Parimatch’s CEO Sergey Portnov predicted payments will finally get the ‘attention they deserve’ at ICE London 2020 and with the growth of transaction technologies and advent of biometrics, Parimatch is poised for the payment push
“Payments are not about diversity, but rather about quality,” is the clear emphasis for Parimatch according to the company’s Head of Billing, Olga Golikova as the brand’s high-profile position in more than 10 countries continues to expand.
As a large-scale international platform and leading betting operator in the CIS region, the company’s focus on payment technology is more keen than ever following data analysis from the various markets in which the brand operates. Commenting on why payment experience is essential for the future of betting, Golikova explained: “Different payment methods are developing in different parts of the world. Where there is low penetration of plastic cards, mobile payments, e-wallets, prepaid cards are developing. And the logic is not that the operators are looking for a round of banks, but that the population simply does not have cards and a banking account. However, they do have mobile phones. For comparison, the turnover on cards in CIS region at Parimatch is 75%-80%, whereas in Africa mobile payments occupy this position. The issue is in the exclusive accessibility and user-friendly solutions for the end users.”
From AI & voice, to biometrics and Blockchain, the list of technologies disrupting the payments industry is growing rapidly, something which Parimatch is acutely aware of and investing in. As Head of Billing, Golikova determines that sometimes the shiny and flashy new of payment processes might not always be what they seem. “Technologies are developing at a frantic speed, and of course it influences the payment market,” she said. “Even 50 years ago, no one could have thought that everyone in the house would have a computer with Internet, and now we have payments with Face ID being tested. In the space of a few short years since contactless arose, you need neither your card nor your phone anymore. Payments using biometric sounds like a breakthrough. However, it is not that simple with biometry as it is still using highly confidential information and is regulated by many laws and rules.
“Technology, however, is just a wrapper for the old proven methods. Apple Pay and Google Pay are technical wrappers for plastic cards. There is still a bank behind them. Mobile payments based on customer mobile account. And this is another branch of technological development. Cryptocurrency is the third one. And so on. The one with the easiest payment flow is about to win!”
Parimatch works with over 100 global suppliers and is renowned for its international partnerships and recognisable brand ambassadors, including Mike Tyson and Conor McGregor, all of which form a crucial cog in how the company researches and drives new payment initiatives for itself and the sector as a whole. “If we talk about payment partners, then the exchange of experience is very important,” she stated. “What has long been implemented in one region may still only be developing in another. To share expertise is to help grow the market driving success for everyone. It’s a win-win situation!”
However, Golikova warns other commercial brands of the need to be careful when choosing partners, especially in terms of transaction technologies and solutions. “In payments, reputation is everything,” she advised. “The market is small, everyone knows each other. The second key component when choosing who to work with is fame. Coming to partners, especially large ones, with the initiative it is much easier to conduct a dialogue when I represent a world-class company with a recognisable brand and celebrity contracts like our new one Conor McGregor and UFC.”
Parimatch fosters a strong focus on responsible gambling and security, an approach which Golikova ensures is paramount for the brand’s payment systems whether it’s e-wallets, cryptocurrency or the next innovation. “It is an operator`s social responsibility to know our customer. This is very important not only for society, but also, for the operator. Customer verification is an important part of the fight against payment fraud. E-commerce and gaming are driving the online market and leading the way in payments going into 2020 and we hope to continue the trend of transactions being a top priority for the industry.”
When asked if she sees payment solutions being a differentiator for operators in new sports betting markets internationally Golikova concluded that to do this, Parimatch will need to become the size of Google or Amazon and “create its own wallet or something more innovative to spread it around the world!” As an industry where payments are finally getting the recognition they deserve, don’t rule it out!
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: Parimatch’s Head of Billing explores the future sound of payments

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Beyond the Hype: How Affiliates Built a Sustainable Success Story with Aviamasters™
The rise of casual games in recent years has been difficult to ignore. Otherwise known as crash or instant-win titles, they have proven to be a massive hit with players. Their mobile-friendly interfaces, social features, and made-for-streaming gameplay have made them a viral sensation and have seen many top studios get involved with their own iterations.
However, this market saturation has led to many of these games, especially aviation-themed ones, flying off into the distance and being very quickly forgotten. With every studio trying to crack the market, it can be extremely difficult to achieve long-term, sustainable success.
A Successful Launch
Fortunately, with Aviamasters™, we have struck gold. Not only has our game managed to go viral, but it has also maintained continued, impressive growth over a sustained period. This has been no easy feat. While engaging and unique gameplay mechanics no doubt play their part, the real secret to Aviamasters™’ longevity has been its organic, affiliate-driven growth that has helped create a loyal userbase and allowed it to become a word-of-mouth hit.
Of course, you shouldn’t just take our word for it. The most compelling evidence of Aviamasters™’s success is its impressive metrics. Over a five-month period, the game saw a 740% increase in new players. However, this is not just a fleeting trend or a moment in the spotlight; the game has shown steady growth since its launch.
An Online Community
We believe the root cause of much of this growth is the game’s unique feature — landing the plane and its inherent unpredictability — combined with its incredible online presence and traction, which affiliates and streamers have played a massive role in. The game has generated significant buzz on social media, with over 500 million TikTok views and more than 200 new videos being uploaded daily. This virality has been reinforced by strong affiliate campaigns that have helped build an active community around the game.
This collaborative, community-led approach has helped set Aviamasters™ apart from other games that have struggled to take off in the same way. It has allowed it to create a self-sustaining engine of growth, with new players coming to the game repeatedly.
Of course, there is also a domino effect on the game’s success. The continued interest in Aviamasters™ generates interest in other BGaming products, which, in turn, benefits our operating partners hosting them.
As such, the game is no longer just a huge hit for us, but also a crucial entry funnel for new audiences and their introduction to our products. Likewise, this is hugely beneficial to our operators, providing them with returning customers.
This popularity with our operating partners has been reflected in the demand for custom versions of the game. Shuffle released its own take on the game with Happy Bird, while RainBet offers its own unique version of Aviamasters™, both of which have been a huge success. This level of brand integration highlights the confidence that our partners have in the game. It also demonstrates how Aviamasters™ has become an essential product in their library.
A Recipe for Success
While the numbers tell an impressive story, the success of Aviamasters™ ultimately comes down to its unique gameplay mechanic that has been well-executed and has connected with an audience. The simple combination of something easy to grasp and also deeply engaging has allowed the game to take off and become a viral hit organically.
This, combined with a robust promotional ecosystem and a strong online community, has enabled Aviamasters™ to create a blueprint for casual games looking to build an audience and succeed in an increasingly competitive and challenging market.
Author: Kate Puteiko, CMO at BGaming
The post Beyond the Hype: How Affiliates Built a Sustainable Success Story with Aviamasters™ appeared first on European Gaming Industry News.
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Ivan Montik and Rubens Barrichello take stage at SBC Summit: Excellence Under Pressure
It’s hard to find a business sector evolving faster today than iGaming. Perhaps only Formula 1, with its incredible speed, comes close. Champions of innovation and speed, Ivan Montik, Founder of SOFTSWISS and Rubens Barrichello, former F1 driver and Non-Executive Director in Latin America at SOFTSWISS, will take the Super Stage at the SBC Summit in Lisbon on 16 September. Their fireside chat, Excellence Under Pressure: Evolving in a Fast-Moving Space, will explore how to thrive in an industry that never slows down.
The SBC Summit is one of the world’s leading events for the sports betting and iGaming industry, bringing together more than 25,000 delegates, 600 speakers, and 1,000 exhibitors from across the globe. Its Super Stage hosts the headline sessions, featuring thought leaders who shape the industry’s future. Against this backdrop, the fireside chat between Montik and Barrichello promises to be a highlight of the Lisbon event.
In Formula 1, excellence means performing at the limit while rules and technology constantly evolve. iGaming is no different. In this fireside chat, Ivan Montik and Rubens Barrichello will explore how to sustain excellence under pressure – turning regulation into advantage, balancing speed with reliability, and building systems that adapt without breaking. Barrichello will share lessons from F1’s rapid technological changes, while Montik will show how SOFTSWISS applies similar agility in iGaming, innovating quickly while ensuring compliance and stability.
Last year, Montik and Barrichello’s dialogue on leadership became one of the highlights of the SBC Leaders Summit, sparking strong interest from the audience. Building on that success, they return to the stage this year with a new focus: innovation.
“Excellence under pressure means building systems that adapt fast without breaking. As a founder, I always stand for consistency, reputation, and delivering for our clients. We never innovate for the sake of innovation – but we always look ahead. Our R&D team closely monitors trends so we don’t miss them, but create them. At the same time, we ensure stable, uninterrupted iGaming software that runs 24/7 with uptime close to 100%. At this speed, it’s about taking every curve smoothly and helping our clients lead in every market. I look forward to meeting our partners at the Summit, sharing insights, and connecting in person,” said Ivan Montik, Founder of SOFTSWISS.
Ivan Montik and Rubens Barrichello will also join the SOFTSWISS team at Stand B160 to discuss the business and innovations worldwide.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post Ivan Montik and Rubens Barrichello take stage at SBC Summit: Excellence Under Pressure appeared first on European Gaming Industry News.
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HIPTHER Community Voices: Alieu Kamara – Founder and CTO of AmaraTech
You’re the Founder and CTO of AmaraTech—what inspired you to start the company, and how has your journey shaped where you are today?
Our Story: Technology Innovation Born from Purpose:
AmaraTech IT Solutions, founded in 2020 in the Washington, DC metro area and expanding strategically into Africa, dedicated to transforming communities through technology. Our journey began with a profound experience in Liberia, a country riddled by 14 years of brutal civil war, witnessed the limitations on human potential and economic growth due to inadequate technology infrastructure. This experience sparked a deep commitment to making advanced technology accessible for all, enabling organizations to flourish amid challenges. We truly believe in technology’s amazing ability to empower and transform communities everywhere.
Intro Link: https://www.youtube.com/watch?v=wstteIwaSKk
What’s one big lesson you’ve learned as a founder that you wish you knew earlier?
Learning to say no as a founder is one of the most critical yet counterintuitive skills for startup success. The natural instinct is to say yes to every opportunity, partnership, feature request, and meetings, but this creates resource dilution, product confusion, and team fatigue that ultimately kills focus and progress. Startups with limited time, money, and energy must recognize that every “yes” is an implicit “no” to something else, and that niche dominance beats broad mediocrity. The cost of learning this lesson late includes providing so many products that confuse users, burning resources on low-impact initiatives, and missing opportunities in core focus areas. Successful founders develop “hell yes” criteria, create decision frameworks, practice graceful declines, and conduct regular priority audits to maintain laser focus. The paradox is powerful: saying no to more opportunities allows you to say a much bigger yes to what truly matters, creating clearer product vision, stronger team alignment, better resource utilization, and ultimately more fundable and successful business.
In your view, what makes great managed services today—and how do you bring that to life in the work you do?
At AmaraTech, we believe great managed services today go far beyond traditional IT support—they require proactive, AI-driven cybersecurity intelligence tool that prevents threats before they impact business operations. We deliver this through our integrated ecosystem approach, where cutting-edge threat detection, cloud infrastructure, and business applications work seamlessly together under 24/7 SOC monitoring. What sets AmaraTech apart is our commitment to being true strategic partners: we develop deep industry expertise to understand each client’s unique compliance requirements and operational challenges, then translate our technical capabilities into measurable business outcomes like revenue protection and competitive advantage.
Through transparent reporting, continuous innovation with leading cybersecurity vendors, and flexible engagement models that scale with growth, we don’t just manage technology—we architect security-first solutions that drive business success. When you partner with AmaraTech, you’re not getting a vendor; you’re gaining a cybersecurity-focused technology advisor dedicated to keeping your business protected, compliant, and positioned for innovation in an increasingly complex threat landscape. My passion for helping organizations embrace progressive technology drives successful business transformation and seamless technology integration, positioning our company as a leader in next-generation cybersecurity solutions.
Do you see any gaps in the tech industry that you think more companies should be addressing?
The cybersecurity industry urgently needs to develop AI-native security frameworks that can match the speed and sophistication of AI-powered attacks, which are scaling exponentially while traditional defenses remain linear. Current cybersecurity frameworks are built on reactive, signature-based models that cannot adapt fast enough to counter AI-generated attack variations, creating dangerous gaps in real-time threat response.
The industry must prioritize developing adaptive security architectures that integrate human expertise with AI-driven defense systems, democratize advanced security tools for organizations of all sizes, and establish rapid threat intelligence sharing networks that operate at machine speed. At AmaraTech, we’re addressing these framework gaps by building AI-enhanced security operations that evolve with threat patterns, making enterprise-grade adaptive defenses accessible through managed services, and creating collaborative intelligence systems that amplify human analyst capabilities rather than replacing them. The critical challenge is shifting from traditional periodic security updates to continuous, proactive AI-native frameworks that can defend against tomorrow’s threats today—because the window for reactive cybersecurity approaches is rapidly closing in an AI-accelerated threat landscape.
How do you keep up with the fast-changing tech landscape—especially when it comes to things like cybersecurity, compliance, or AI?
As cybersecurity threats evolve at unprecedented speed with AI-powered attacks and constantly shifting compliance requirements, AmaraTech maintains its competitive edge through a comprehensive intelligence ecosystem that combines strategic vendor partnerships, real-time threat monitoring through our Security Operations, and active participation in threat intelligence sharing communities. Our team maintains cutting-edge certifications while operating hands-on testing labs for emerging AI security technologies, ensuring we can rapidly assess, deploy, and scale new defensive measures across our client portfolio within hours of threat emergence. This systematic approach to continuous learning—from regulatory compliance partnerships to client-driven insights and internal knowledge sharing—positions us as a proactive cybersecurity advisor who anticipates and prepares for threats before they impact business operations. While many MSPs react to security incidents, our commitment to staying ahead of the threat landscape through multi-layered intelligence gathering and rapid adaptation capabilities ensures our clients receive protection against both current attacks and tomorrow’s emerging cyber challenges, making cybersecurity readiness a competitive advantage rather than a reactive necessity. It enables organizations to thrive in our increasingly connected, threat-aware digital landscape by fostering inclusive partnerships that bridge technology gaps and accelerate innovation adoption across diverse business sectors.
What’s coming up next for you and AmaraTech—any big plans, goals, or ideas you’re excited to roll out?
I’m currently leading the development of a groundbreaking AI-powered cybersecurity platform designed to revolutionize security management for businesses and organizations through advanced technology integration and intelligent automation. This comprehensive solution leverages custom AI models built on cutting-edge large language models to enhance user interaction and automate complex security workflows, delivering protection through a dual-module architecture. The platform combines systematic Vulnerability Management—featuring automated assessment, structured remediation workflows, and continuous monitoring capabilities—with advanced Threat Intelligence that generates operation-specific insights tailored to each organization’s unique risk profile, industry sector, and business context. By delivering actionable threat intelligence for informed risk assessment and strategic remediation planning, this innovation empowers organizations to systematically identify, prioritize, and address security risks while maintaining regulatory compliance, ultimately improving overall security posture and delivering personalized cybersecurity experiences that create measurable business value across diverse client platforms.
The post HIPTHER Community Voices: Alieu Kamara – Founder and CTO of AmaraTech appeared first on European Gaming Industry News.
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