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”When it comes to player behaviour, land-based customers have a different profile to those who only bet online”: Exclusive interview with GAMING1’s Sylvain Boniver

Published

5 years ago

October 9, 2020

George Miller

Reading Time: 4 minutes

Casino and sports betting group GAMING1 is by far one of Belgium’s best-known suppliers, with over 42 gaming halls and casinos across Belgium, Switzerland and France – as well as 20 online operations globally.
Offering some excellent insight into how land-based vs. online has played out this year, we caught up with GAMING1’s Co-founder and COO, Sylvain Boniver to hear the latest on Europe’s market developments.

First off, for those who don’t know you – can you tell our readers about GAMING1 and what you do?

GAMING1 is a casino and sports betting group, which leads the land-based and online market in its native territory of Belgium and beyond. Leveraging almost three decades of industry experience, our unique business model remains as invaluable as ever.

Combining the network and brand power of a top land-based operator with advanced proprietary technology, we create cutting-edge digital channels for casinos and sportsbooks looking to step up their online operations. In total, we have more than 42 gaming halls and casino resorts in Belgium, Switzerland, and France, as well as managing a portfolio of online operations in regulated markets across the globe.

GAMING1 has a strong track record in Portugal, how has the market performed there this year?

GAMING1 was the first online operator to go live in Portugal with Estoril. The venture has been fruitful, and we’ve enjoyed cultivating such a productive commercial relationship with our valued partners at the company.

Although we’re proud to lead the way in Portugal when it comes to market share, we have no plans to rest on our laurels, and our sights are firmly set on continued growth in the territory. In the first quarter of 2020, we recorded an overall increase in GGR of 19% despite the hiatus on sporting fixtures. With the country’s most popular competitions now back up and running, the future looks promising.

How do you see the current state of the country’s iGaming market? Do you think it differs from other European markets? If so, how?

Portugal is a market which is becoming increasingly competitive. At its inception, commercial activity was restricted to local companies, but it long since attracted widespread international attention.

From a legal perspective, the tax review conducted earlier this year was welcomed by operators. The previous system stifled competition, driving the market underground to the benefit of illegal actors.

The current regime, however, remains burdensome. The black market still comprises more than half of the Portuguese gambling industry’s total commercial activity. The situation isn’t helped by needlessly restrictive regulations, but I’m optimistic that the situation will be resolved in due course.

How much of a land-based tradition do we have there? Is it harder to convert land-based players than in other markets?

It’s fair to say that Portugal’s land-based market is unique. It differs radically from that found in neighbouring Spain, for example. Casinos are the only place where you’ll find land-based bettors enjoying their favourite games – the slot machines seen in Spanish bars, arcades and even street corners do not exist in Portugal.

The country is currently home to just 10 casinos, three of which belong to our partner, Estoril Sol. That makes it a lot more challenging to create an omnichannel experience for players throughout Portugal, so we’ve chosen to focus on the regions where we are physically present.

When it comes to player behaviour, land-based customers have a different profile to those who only bet online. The cultures that exist around both verticals can also be very different, so the idea that it’s easy and effortless to bring land-based players online is fatally flawed.

Regarding player behaviour, land-based customers have a different profile than pure online customers and also different ‘cultures’; so, the idea that the conversion from land based to online is natural and easy, is not that simple.

How has COVID-19 affected the online partnerships through and betting and gaming services you offer to land-based operators?

The closure of land-based establishments has underlined the imperative for operators in that vertical to expand their online activities. Our partners have been successful at redirecting land-based customers to their digital operation, thus limiting the financial impact of the outbreak.

The pandemic has also accelerated many of the partnerships that are in our pipeline, but have not yet been finalised. We’re in discussion with a number of operators looking to step up their online offering which, in today’s market, is a matter of survival given the temporarily reduced presence of land-based.

Why are these better for operators in the current climate than a traditional supplier agreement?

The difference is that we win or lose together. Traditional suppliers often continue to charge for services regardless of the commercial success enjoyed by their operator clients. GAMING1, on the other hand, shares the same interests and objectives as its partners.

With more than 27-years of industry experience under our belt, operators know that GAMING1 is a partner that can always be relied upon. Focusing on a small number of projects means that we can invest more time and resources into a given partnership than traditional suppliers would. Unlike conventional providers, GAMING1 proactively helps operators bring land-based players online.

What does the short-term future hold for Europe’s casino industry, and how can you help your partners during this turbulent time?

Changes in player habits, coupled with Covid-induced restrictions, are likely to create challenges for operators without an online outlet. Those who have a synergised land-based and digital offering, on the other hand, will be much better equipped to weather the storm that is sweeping the global economy. For those in the former category, GAMING1 stands ready to help deliver an omnichannel experience to their players.

Which new European markets are on your radar? Are there any we should be keeping a close eye on?

We have our sites firmly set on French expansion, and are creating a land-based network in the country with our exciting new brand, ‘Circus’. We currently operate 6 casinos there, including a Club in Paris, and have undertaken a joint venture with valued partners JOA, who run 33 French-based casinos.
Of course, we are also eagerly awaiting online casino regulation and expect that the covid crisis will accelerate that process.

The Netherlands market also offers interesting prospects. Its authorities have just adopted a law to regulate the gambling industry, and we are preparing to enter the country with a top tier partner, so stay tuned for more info soon enough!

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: ”When it comes to player behaviour, land-based customers have a different profile to those who only bet online”: Exclusive interview with GAMING1’s Sylvain Boniver

Related Topics:gambling industry in Europe

George Miller

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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Latest News

From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

23 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

Latest News

‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

23 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

23 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: