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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

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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
Latest News
HIGHLIGHT GAMES LIVE IN ROMANIA WITH FORTUNA ENTERTAINMENT GROUP
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London-based video virtuals and instant win games specialist Highlight Games Limited today announces that its flagship soccer products are now live online in Romania with the Fortuna Entertainment Group.
Highlight’s premium SOCCERBET games which feature genuine archive footage from some of the biggest leagues and teams in football are now available to Fortuna’s online customers in Romania via its Casa Pariurilor and Fortuna Romania brands. Available iterations of the product include Italian Football featuring Serie A, Spanish Football featuring LaLiga and English Football featuring English Premier League teams.
Steven Holmes, CEO, Highlight Games said: ‘I’m delighted to see our SOCCERBET portfolio go live with FEG in Romania. This launch represents another significant milestone in our expansion across regulated European markets, and we look forward to building on our partnership with Fortuna and bringing even more compelling content to its customers in the months ahead.’
Erik Klems, Group RNG Product Manager, Fortuna Entertainment Group added: ‘We are excited to introduce Highlight Games’ SOCCERBET products to our Romanian customers. The combination of authentic archive football footage and innovative gameplay brings something genuinely fresh to the market and perfectly complements our existing portfolio. At FEG, we are committed to offering players the best and most engaging experiences available, and this partnership with Highlight Games supports that mission. We anticipate a strong reaction from players and see great potential for continued collaboration.’
The post HIGHLIGHT GAMES LIVE IN ROMANIA WITH FORTUNA ENTERTAINMENT GROUP appeared first on European Gaming Industry News.
Latest News
Finland Finalises Gambling Reform Framework: Market Opening Set for 2027
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Finland is preparing to usher in a new era for its gambling industry, with a comprehensive reform that transitions the country from a state monopoly to a regulated, licensed market. According to updates received by Nordic Legal, the Administrative Committee of the Finnish Parliament has completed its report, confirming the core elements of the reform. While the legislation has yet to be formally published, it is expected to pass without further amendments.
This reform marks a significant shift in Finland’s gambling landscape and introduces a well-defined roadmap that operators and suppliers should begin preparing for now.
Key Milestones in Finland’s Gambling Market Reform
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B2C licence application opens: March 1, 2026
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Opening of the gambling market: July 1, 2027
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B2B licence application opens: July 1, 2027
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B2B licence requirement enforced: July 1, 2028
In addition to these regulatory changes, the Finnish government is reportedly exploring mechanisms for enhanced player protection. One such initiative under consideration is the introduction of loss limits that would apply across all licensed operators, signalling a strong commitment to responsible gambling.
Nordic Legal: Your Strategic Partner for Finnish Market Entry
With deep expertise in the Nordic gambling sector, Nordic Legal is uniquely positioned to assist operators navigating the Finnish licensing process. Drawing on experience in Denmark and Sweden, the firm brings regulatory insight, a streamlined methodology, and local expertise to ensure clients are well-prepared for this market transformation.
Why Choose Nordic Legal?
1. Familiarity with Your Business
For existing clients operating in Denmark or Sweden, Nordic Legal leverages its existing understanding of your organisation and technical infrastructure. This continuity accelerates the process and avoids duplication of effort.
2. Regulatory Expertise
Years of engagement with Danish and Swedish regulators allow Nordic Legal to anticipate regulatory expectations, resolve potential issues early, and smooth out the application journey.
3. Proven Nordic Methodology
Nordic Legal applies a tested framework to each licence application, including:
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Reusing existing documentation where possible
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Mapping technical and certification requirements in advance
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Aligning responsible gambling strategies with Finnish standards
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Co-managing projects through your current contact and our Helsinki team
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Constructive engagement with regulatory authorities when needed
Finland Licence Application Package
To support a seamless entry into the Finnish market, Nordic Legal offers a comprehensive application service that includes:
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Translation of all required documents
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Step-by-step application guidance
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Completion of application forms
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Full project management
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Direct communication with the Finnish Gambling Authority on your behalf
Operators aiming to enter the Finnish market are encouraged to begin preparations early. Nordic Legal’s package ensures that you will be ready when the application process opens in 2026.
Thinking of Entering the Finnish Market?
Whether Finland is part of your expansion strategy or you need a clearer understanding of how the new legislation affects your operations, Nordic Legal is ready to help. With expert knowledge of the requirements, the process, and the business context, we provide the guidance and support you need to move forward confidently.
For more information about our Licence Application Package or a personalised assessment of the Finnish market, please contact Nordic Legal directly.
The post Finland Finalises Gambling Reform Framework: Market Opening Set for 2027 appeared first on European Gaming Industry News.
Latest News
NuxGame & Gamblers Connect Enter a New Partnership
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Gamblers Connect is pleased to announce a new strategic partnership with NuxGame, a premier B2B software provider specialising in API-first, modular iGaming solutions.
This collaboration is designed to significantly enhance NuxGame’s brand visibility and solidify its authority across the critical regulated and emerging markets our operator network serves. NuxGame, which has been successfully developing and expanding operator projects since 2018, offers comprehensive Turnkey Casino and Sportsbook Platforms.
The company’s technical strength is unmatched, featuring a massive aggregated content library of over 16,500 games from more than 130 studios, alongside advanced, market-specific tools like its Telegram Casino Software and specialised Sweepstakes Casino Platform.
Gamblers Connect will showcase how NuxGame’s modular, API-first architecture allows clients to quickly launch a fully branded platform, easily scale into complex verticals like crypto, and benefit from full compliance support, including their Romanian Class II B2B Licence and GLI-19 Certification.
By offering transparency around risk management and a comprehensive support system, Gamblers Connect will de-risk the initial onboarding process for operators.
This strategic alliance underscores NuxGame’s commitment to delivering technical excellence and our dedication to providing our audience with trusted, high-value industry partners.
Gjorgje Ristikj, Founder of Gamblers Connect, said: “Our partnership will leverage Gamblers Connect’s high-authority platform to connect NuxGame directly with decision-makers seeking fast, scalable, and compliant software solutions. Our cooperation will focus on delivering expert content and deep technical insights into the platform’s core advantages.”
The post NuxGame & Gamblers Connect Enter a New Partnership appeared first on European Gaming Industry News.
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