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“BetGames is a great acquisition tool for new players” – Exclusive interview with BetGames.TV Head of Sales
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Having proven itself as one of 2020’s standout industry performers, BetGames has not been one to rest on its laurels in the first six months of 2021, launching a host revamped games, as well as establishing its Malta hub with plans to expand the company by 100+ members by the end of the year.
We caught up with BetGames’ Head of Sales, Thomas Aigner, to talk through the studio’s latest moves and plans for continued global expansion.
Looking back at the last six months for European markets, how can we assess performance and what we’ve seen as an industry?
There’s been two main stand-outs that we’ve witnessed: the increasing player preference for low-stakes entertainment and the popularity of live gaming generally as a remedy for quarantine. As lockdowns have continued in the first half of this year, our games have retained a wealth of players since we intrinsically attract a lower spend with far more regular play – as well a fixed-odds betting format that has ensured we’re a welcome home for sportsbook customers looking to try something new.
In light of what has been effectively an ongoing recession, we’ve also learned that the key to player engagement is a low-spend proposition without the risk of big losses, combined with simplicity in gameplay and the high-frequency in sessions. Given that the majority of players the world over have been observing social isolation, this makes perfect sense – with a strong preference for pick-up-and-play products that offer live entertainment for hours without emptying their wallet. The live experience has been a well-placed antidote to the seclusion that many have experienced over the last 12 months or so.
I think one of the biggest lessons learned has been that diversification is imperative. Pre-Covid, we’d expect operators to be focusing up to 70% of their spend on promoting sports and little else. Those who continued with that approach through 2020 and indeed, the first six months of this year, given the lack of retail environments in Europe, have really felt the pinch.
Moving forward, there needs to be far more focus on alternatives such as ours, as we’ve clearly learned that sports fans are unaccustomed to the majority of casino, or indeed the playing format available, even with Live Casino. It is essential that suppliers take onboard the lessons learned from betting activity, especially when it comes to providing the low-spend, extended sessions that have proven to work so well, and adapt accordingly.
When it comes to BetGames, what regions have been key in Europe so far? Where have you been focusing your energy?
Europe is an incredibly diverse continent when it comes to playing styles, and the BetGames customer certainly varies between markets. On the whole, we attract sports bettors, which is particularly the case in Eastern Europe, where we know that 70-80% of our returning customers are sports fans – and this is one way we really differentiate ourselves as a supplier against our competitors.
For mature markets, such as Scandinavia and the UK, products such as Bet on Poker have performed particularly well, as they offer a playing format that resonates very strongly with players, delivering a winning combination of both poker, which is a continental favourite, alongside the fixed-odds betting format we are famous for.
Looking to new entrances, expansion in Greece, Sweden, Switzerland, Finland, Ukraine and Georgia are top of the agenda for us, with this summer’s sporting calendar likely to give a welcome boost for all. Having said that, we’re aware that is hard to bring in new game types that can resonate with established players – this requires significant time and resources. We’ve revamped our commercial department accordingly to handle both expansion and our existing partners, which means we have close to triple the resources from last year to have the helping hands in place to support the day-to-day.
As has been evident from many of our recently agreed partnerships, We’re set to work together on pushing and promoting our products with the operator group, dedicating a separate category for our games. This kind of approach will be particularly effective as we differ from traditional Live Dealer and Live Casino Games – which means our target demographic is different. This means that together we can focus on particular player segments that we can engage and retain.
Tell us about the launch of your Malta Hub – that’s certainly big news for BetGames – that must be big news for your recruitment plans?
To keep pace with our rapid recent growth, we realised that we had to expand our capacity and we’re planning to greatly increase our headcount. Opening the Malta office was a logical step in that roadmap, not only to cater for the extra bodies but also to position ourselves closer to the heart of the igaming industry.
Looking at the numbers, we have incredibly ambitious plans to increase our 200-strong team by more than 50%, with our Malta hub ready to provide a platform for attracting the best of the industry’s talent. It will also be a hugely convenient place to meet our clients and friends, and while we understand the way that businesses and people have evolved in the last 12 months, we recognise the need to have that base where our colleagues can be inspired and productive – offering a home, a meeting place, and a space where we can collaborate and innovate.
The long-term strategy we’re currently on course with is set to change our operations as we know them. By planting our flag in Malta, I see it as an excellent chance to transform the company to a new level of growth that will help us to increase in size and revolutionise the way we deliver service to our partners.
When looking at Europe – how would summarise the changing trends of player demand? What products do you plan to offer accordingly?
Increased regulation in Europe is also going to have plenty of influence on shaping player demand over the year ahead. In my view, the key to success if going to be offering regulation-friendly, low-stakes, simple and easy extended entertainment that can keep players engaged without emptying their wallet.
Economic circumstances (as well as lockdowns) demand this – and players want an easily accessible experience that can be enjoyed in a low-spend format. This is especially going to be the case this summer – and our approach is to always offer complementary products that can boost engagement and sportsbook spend, rather than drain it.
BetGames is a great acquisition tool for new players – while also broadening the target group for live content because of the simplicity and availability of content, odds and betslip format, attracting sports bettors. Accordingly, our partners need content that can fit in seamlessly alongside a sports betting offering, and we’ve specifically designed our catalogue to work in this way. Sports betting margins will always be inherently higher for operators as they don’t carry the cost of using a third-party, making us one of the few suppliers globally that can truly offer a partnership that can boost both sides of the coin.
Last but not least – where are the key markets in Europe for growth our readers should be watching over the next 12 months? Where has BetGames got its eye on?
We’ve got our eye firmly fixed on Greece at the moment, as already mentioned, but looking further afield, Sweden, Switzerland, Finland, Brazil, Ukraine and Georgia are other territories that we see plenty of potential in, as I’m sure most of our fellow European suppliers and operators see too.
In evaluating where’s best for us, there’s a host of regulated markets available and we’ve got to make sure that we’re entering the regions best suited to us and our portfolio. We’ve significantly changed our assessment criteria to make it a far more comprehensive process to apply due diligence. This means that we’ve now got our own taskforce dedicated to performing key market analysis with a criteria that encompasses both qualitative and quantitative data. This now totals 14 different key factors that we analyse to work out where our products will work best – and we’re very excited for the bringing our unique catalogue to more players than ever before!
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TVC Technology Solutions has completed a comprehensive AV installation for leading Scottish bookmaker ScotBet. Reinforcing how cutting-edge audiovisual technology can dramatically elevate customer engagement, brand impact and operational flexibility in betting shops, ScotBet is another in a list of betting shop makeovers for TVC, including a significant number of independent bookmakers throughout the UK.
The project saw TVC partner with ScotBet to modernise digital infrastructure across a number of stores, delivering high-quality visuals, streamlined content distribution and a unified signage platform. The aim was to create a premium experience that draws in customers, enhances dwell time, unlocks in-shop promotional opportunities and underpins ScotBets’ competitive positioning.
TVC’s campaign started with a deep dive into ScotBet’s existing estate, identifying inconsistent screen sizes, dated display technologies and poor content manageability. Working alongside ScotBet’s retail operations and brand teams, TVC created a future-proof AV design plan encompassing ultra-slim large format displays in key customer zones, dynamic digital signage driven by branded content and a centralised control system for roll-out calability.
In each store, TVC installed industry-leading large-format commercial LCD and LED displays, including high-brightness 75″ panels in customer-facing zones, complemented by multiscreen TV gantries above key counters to deliver live odds, race streams and promotional content. These displays were mounted via low-visual-impact brackets to preserve the sleek interior design while maintaining full service access. The project also included a dedicated network of digital signage screens in foyer spaces, driven by the MySign digital signage platform. This enabled ScotBet to push up-to-the-minute messages and odds, event-based campaigns and third-party partnerships with minimal delay.
What sets the TVC-ScotBet collaboration apart from a typical AV and digital signage installation is the seamless integration of content and infrastructure from a single company.
Beyond hardware, TVC delivered a tailored content-creation service, to produce a range of dynamic content. This included templated campaign animations, in-store clock-in of live odds tickers, game-day social-feed overlays and fast-paced screen-fillers that mirror the fast-moving world of wagering.
Andy Greaves, sales director at TVC, said: “Our employee-owned structure means everyone at TVC is passionately behind every project. We instantly become partners to our betting shop customers, rather than just supply vendors, and the ability to supply and install an end-to-end video, signage and content integration seamlessly makes for a smooth project from start to finish.”
TVC brings nearly three decades of experience to the AV installation in hospitality, leisure, gambling, gaming and retail spaces. The portfolio spans F1 gaming arcades, bars and pubs, hotels, care homes, boardrooms and retail spaces, with specialist knowledge in the complexities of high-traffic public environments and the regulatory demands of leisure and betting retail. From bespoke mounting solutions in confined shop-floor footprints to full networked AV infrastructures across multiple sites with cloud-integrated content, TVC tailors its system design to each customer’s requirements and backs each project with ongoing service and maintenance support.
“With surveys showing increased dwell time, engagement and sales through digital signage advertising, and with many better retailers seeing over 10% of their revenue attributed to virtual and e-sports, now is the time to maximise your AV impact and ROI,” said Greaves.
The post TVC Completes AV Installation at ScotBet appeared first on European Gaming Industry News.
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Here are this weeks latest slots releases compiled by European Gaming
Amusnet continues to push the boundaries of slot design, bringing bold, innovative experiences to players worldwide. Featuring 5 reels and 4 rows, 40 Bulky Fruits Buy Bonus delivers a modern, engaging experience while staying true to the charm of timeless fruit-themed gameplay.
Max Spinwell returns in Unusual Suspects Ultra Link & Win, the latest instalment in Northern Lights Gaming’s blockbuster slot franchise. This time, players find themselves in a sprawling metropolis where every alleyway hides secrets and each skyscraper looms over a world of crime and justice.
MGA Games has announced the launch of its new video slot Pirates of China for .com markets on November 24. The new release is a 5-reel, 3-row slot with 20 paylines, featuring Mystery symbols, Wilds, and the activation of Free Spins via Scatter symbols.
Play’n GO unveils Banana Rush, a character-first slot where a banana-fixated Gorilla rallies his misfit crew in a lush, bouncy rainforest. Banana Rush is a 5×3 video slot with 10 fixed paylines that pay left to right – simple to understand, quick to follow, and ideal for anyone who prefers action led by theme and characters rather than complexity.
Inspired Entertainment, Inc. is excited to announce the launch of Golden Winner Grand Chance, the latest addition to our popular Gold Winner franchise. Now available in the B3/LBO market with an upcoming launch in the Cat C market this December.
Amusnet has released 20 Aztec Coins, a new online slot that brings the ancient Aztec world to live. The game drops players into a vivid temple setting and delivers fast, modern gameplay across 5 reels, 3 lines and 20 paylines.
Thunderkick has given its popular Day of the Dead series a Christmas makeover in Esqueleto Explosivo Feliz Navidead, fusing the spirit of two holidays in a vibrant festive fiesta.
SlotMatrix invites players to step into the shadowed tombs of ancient Egypt with Shadow Summoner Egypt, an atmospheric slot adventure filled with mystical power and great win potential. This striking new release is the second title in the Shadow Summoner series.
Red Papaya’s debut slot combines feature rich gameplay with an adventurous theme, cinematic visuals and big sound. Players are being told to brace themselves for an expedition into uncharted territory in Kong’s Jungle Tower, the debut slot from Red Papaya, which is powered by Microgaming.
Push Gaming is spreading a double-dose of holiday cheer with the launch of 10 Santa’s Reindeers and Santa Hopper, two seasonal slots packed with excitement, charm, and immersive gameplay.
Spit sunflower seed shells and take a walk with us to the rougher and tougher side of Europe with Sneaky Slots’ latest release Gopnik. Once you’re done squatting with the locals, get ready for our last release of 2025, Gods Go Pew Pew. Gopnik plays out across a gritty 4-4-4-4-4 reel setup, where street smarts are the most important thing followed by babushka’s home-made cooking.
Inspired Entertainment is excited to announce the launch of Bone Appetit and Gold Spinner across the UK and Malta iGaming markets. Featuring striking visuals and thrilling gameplay, this pair of online and mobile slots has been designed to captivate players
Belatra is welcoming players back to the American wilderness with Big Wild Buffalo 2 – the follow-up to the runaway success Big Wild Buffalo. Set on the vast American prairies, surrounded by stone canyons, and majestic mountains.
Play’n GO introduces Fangs & Fire, a 5×3 video slot that expands up to 5×7 during features, calling forth two legendary protectors of hidden treasures – the fierce Prowler and the mighty Serpent. In this world of lingering spirits, every strike of the golden Gong echoes with power.
Playson has launched an exciting new chapter for its crystal-themed collection of slots with the release of Diamonds Power XXL: Hold and Win. The highly anticipated XXL title introduces an enlarged 3×5 grid, where up to five Power Bonus symbols land during the Bonus Game in a significant boost to the payouts on offer.
Amusnet has released 40 Alebrijes Eternal, a vibrant online slot inspired by the magical spirit creatures of Mexican folklore. The game bursts with colour and energy, offering fast, modern gameplay across 5 reels, 4 rows and 40 fixed paylines.
Gaming Corps has unveiled 3 Pigs of the Caribbean, the latest and most ambitious instalment in its hit Pigs series. Following the runaway success of 3 Pigs of Olympus, the notorious trio return for a high-seas escapade packed with charm, humour, and treasure-filled potential.
Prepare to join a plucky penguin with a penchant for spicy food in Pablo El Diablo – the new Mexican-themed addition to the Elysium Studios slot line-up where devilish respins and a fiery symbol collection feature can lead to red hot rewards of up to 4,070x!
Celebrate the festive season with 64 Presents Hold and Win from Booming Games, a jolly-packed slot filled with golden gifts, thrilling features and big win potential! Land five or more value symbols to trigger the Santa’s Gift Hold & Win feature, where the grid expands and payouts snowball with every spin.
The iconic gang of treasure-hunting misfits are back for their biggest adventure yet in Blueprint Gaming’s The Goonies Quest for Treasure 2, with a revamped trail offering enriched modifiers and a choice of two bonus games among several enhancements to the player-favourite series.
ELA Games creates an immersive adventure in its latest title, Roman Fortune. Players battle for glory and honour in the heart of ancient Rome, where every spin carries the might of an empire. Roman Fortune takes place in a roaring Colosseum under Caesar’s watchful eye, where fortunes wait for the victors.
This December, Tom Horn Gaming invites players to the snowy mountain peaks in its new release, Santa Yetti, a playful holiday adventure where the jolly king of the mountains swaps his sleigh for snow boots to deliver frosty fortunes and festive fun.
Reflex Gaming is delighted to announce the launch of 3 Lucky Leprechauns, the latest game to make the leap from online success into British pubs, clubs and arcades. The vibrant, trail-based slot, created by 4ThePlayer, continues the strong partnership between the two companies, following the hugely successful retail adaptations of 3 Lucky Witches, 4 Fantastic Fish and 9K Yeti.
The post Week 48/2025 slot games releases appeared first on European Gaming Industry News.
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Amusnet has announced that it has received two major awards – Online Provider of the Year and Best Debut in the Land-Based Sector – at the Golden Spades Awards 2025.
These recognitions highlight Amusnet’s strong performance in its core online vertical, as well as the positive reception of its first steps in the land-based market. The Golden Spades Awards are an industry event that highlights notable achievements and contributions across the gaming sector in Bulgaria and beyond.
Irina Rusimova, CCO of Amusnet, said: “These two awards are truly meaningful for us. Online Provider of the Year acknowledges our long-term commitment to building a strong online portfolio, delivering quality, and maintaining trusted partnerships in a highly competitive segment. The Best Debut in the Land-Based Sector award is equally inspiring, as this is a new strategic direction for us and shows that we are moving in the right direction. Both distinctions reflect the unity of our teams and the dedication behind everything we create.”
Receiving these two important awards reinforces the company’s ongoing commitment to excellence across all verticals.
The post Amusnet Celebrates Double Victory at the Golden Spades Awards 2025 appeared first on European Gaming Industry News.
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