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“BetGames is a great acquisition tool for new players” – Exclusive interview with BetGames.TV Head of Sales

Published

4 years ago

June 25, 2021

George Miller

“BetGames is a great acquisition tool for new players” – Exclusive interview with BetGames.TV Head of Sales

Reading Time: 5 minutes

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!

Latest News

Hold tight in Bucking Rider – Play’n GO’s next Crashback™ game

Published

47 minutes ago

April 29, 2025

George Miller

Reading Time: < 1 minute

Play’n GO launches Bucking Rider, the latest arcade-style crash game to feature the studio’s proprietary Crashback™ mechanic. Designed to bring excitement and simplicity to all players, this title is a calculated buck from the norm – inviting players to test their nerve on a wild bull ride that can soar up to 5000x the bet.

Bucking Rider swaps traditional slot reels for fast-paced decision-making. As the multiplier ticks up from 1x to a potential 5000x, players must choose the perfect moment to cash out – or risk getting thrown as the bull bucks the rider. And with the Crashback™ feature now making a return, there’s a second shot on the line. If players cash out, the ride keeps going allowing them to hop back in for a shot at an even bigger multiplier.

The game’s dusty rodeo aesthetic and snappy animations bring the tension of a live arena to players. There’s no need to chase symbols or paylines – Bucking Rider is about pure risk versus reward, putting the reins directly in the player’s hands.

This release builds on the foundations laid by Miner Donkey Rider, and looks to be yet another fantastic release featuring an innovative new mechanic continuing Play’n GO’s drive to push genre boundaries, as with games like Legacy of Gems Blitzways™. Fans of arcade-style titles and casino newcomers alike will find Bucking Rider a striking mix of skill, timing and spectacle.

George Olekszy, Head of Game Retention at Play’n GO, said: “Bucking Rider is designed to shake things up. With the Crashback™ feature, players aren’t just watching – they’re making split-second decisions that can turn into serious rewards. It’s a bold format that expands what a casino game can be.”

This isn’t just another ride – it’s a test of nerve, and one players will want to take again and again.

The post Hold tight in Bucking Rider – Play’n GO’s next Crashback™ game appeared first on European Gaming Industry News.

Latest News

Published

10 hours ago

April 29, 2025

George Miller

Reading Time: 3 minutes

Leading games developer, Incentive Games is proud to announce the official launch of ‘Prize Matcher’ a daily free-to-play game for bet365 in New Jersey and Pennsylvania. This expansion marks a significant milestone in bet365’s ongoing commitment to delivering innovative, engaging gaming experiences for players in regulated U.S. markets.

Prize Matcher builds on the success of previous free-to-play games, offering an exclusive experience tailored for bet365’s audience.

Now available to players in New Jersey and Pennsylvania via the Casino and Sports products, Prize Matcher provides an exciting opportunity to win prizes by collecting symbols throughout the week. Each day, players can reveal three tiles, collect symbols, and claim rewards. Every Monday at 5pm local time, the game’s grid resets, delivering fresh opportunities and surprises.

A particularly exciting feature is the ‘Diamond’ symbol. Players who uncover this rare gem will receive an instant prize (no symbol matching required).

Ahmed Baker, Chief Commercial Officer at Incentive Games, commented, “Expanding Prize Matcher into New Jersey and Pennsylvania is a major milestone for Incentive Games and a testament to our strong partnership with bet365. We take pride in creating innovative, free-to-play experiences that enhance player engagement. This launch reinforces our commitment to delivering cutting-edge products that drive customer retention for our clients.”

A bet365 spokesperson added, “Once again, our partners at Incentive Games continue to raise the standard for innovation with the launch of Prize Matcher. We’re confident that our customers in New Jersey and Pennsylvania will enjoy a fantastic free-to-play gaming experience!”

Players in New Jersey and Pennsylvania can access the game via the following websites:

NJ: casino.nj.bet365.com/promotions/us/prize-matcher
PA: casino.pa.bet365.com/promotions/us/prize-matcher

New and eligible customers only. Your Bonus Bets are non-withdrawable. Any returns from Bonus Bets wagers will be added to your Withdrawable Balance, but the Bonus Bets wager is excluded from any returns. Returns exclude Bet Credits stake. Max. prize, time limits, bet/game restrictions, and T&Cs apply.

You must be over 21 to play. If you or someone you know has a gambling problem, and wants help, call 1-800-GAMBLER.

Significant Offer Terms and Conditions

· Promotion runs from 05:00 PM local time on April 7, 2025 until 04:59 PM local time on July 28, 2025. The promotion is divided into weekly periods. Each weekly promotional period will begin at 05:00 PM local time on Monday and end at 04:59 PM local time the following Monday. Once the weekly promotional period has ended the grid will reset.

· You can reveal up to three tiles on your grid each day by clicking them. Unused reveals will not carry over to the following day. You are not guaranteed to win a prize in any promotional period. Your prizes will be credited automatically. In the event that your prize is not credited automatically, it may take up to 72 hours from the end of the corresponding promotional period for your prize to be credited.

· Your Bonus Bets will expire 7 days after they are added to your Bonus Bets balance. If additional Bonus Bets are added to your Bonus Bets balance within this 7 day period, the total Bonus Bets balance will expire 7 days after the last addition.

· To claim your Bonus Bets, go to the Account menu on Sports, choose My Offers and click Claim. You will have seven days to claim.

· Cash prizes must be accepted within 7 days of crediting and will be added to your withdrawable balance. Any unaccepted cash prizes will be removed after 7 days.

· You can claim your Spins by logging in to your Casino account and clicking Accept on the pop-up. Alternatively, navigate to Casino in the Sports app and click Accept on the pop-up. Spins must be accepted within 7 days. Once accepted, you will have 7 days to use your Spins. Spins can be used on Book of Claddagh, Book of Sekhmet Deluxe and Chamber of Alchemy and are valued at $0.10. Any unused Spins will removed 7 days after claiming.

· $10 Casino Bonuses must be accepted within 7 days. Once accepted, you will need to wager the bonus once on eligible games before you can withdraw your bonus funds and any winnings from them. The bonus can only be used on the following games: Sticky Stacked Fire 7s, Cash Eruption and Lightning Blaze. If the wagering requirement has not been met within 7 days of acceptance of the bonus, any funds held in the Bonus Funds balance will be removed. A bet on a single game round cannot exceed $1.

· All prizes won from the New Jersey Prize Matcher must be used when you are located in the state of New Jersey.

· This offer is only available to new and eligible customers.

The post appeared first on European Gaming Industry News.

Latest News

New football tournament is part of iGB L!VE’s London iGaming Week

Published

10 hours ago

April 29, 2025

George Miller

Reading Time: 2 minutes

iGB L!VE will be underscoring its status as one of the industry’s most popular business, networking and social igaming events this year following confirmation that it has teamed up with the LatAm Media Group to stage the first London LMG Futbol Experience.

Taking place on Friday 4th July at the BallerZ Dome in Bluewater, the live-streamed 6-a-side tournament will be played on a state of the art 5G pitch with games officiated by fully qualified referees.

With free transportation provided to and from ExCeL London, a journey which takes less than 35 minutes, the day’s activities will run from 1pm – 10pm and comprise a host of networking opportunities and events including lunch and a prize giving cocktail reception as well as a post-match poker tournament.

Expanding on the day’s activities, Agustin Cikes COO and Jorge Gomez, CEO of LatAm Media Group said: “This will be the 14th LMG Futbol Experience with previous editions being staged in Argentina, Brazil, Colombia, Mexico, Peru and Spain. The mix of competition and camaraderie sits at the heart of the LMG Futbol Experience and we are looking forward to bringing the excitement and competitive fun of our Latin American events to London. To be able to hold the tournament alongside iGB L!VE represents a true milestone.”

Welcoming the opportunity to deliver another high profile event as part of iGB L!VE’s London iGaming Week, Global Portfolio Director Naomi Barton noted: “London is the birthplace of igaming so it’s totally appropriate to hold a prestigious industry tournament in the country which was the birthplace of football!

“It’s fantastic to able to work with LatAm Media Group to celebrate the relocation of iGB L!VE to London and create a series of social events to complement all the business lead generation and networking activities that will be available on the iGB L!VE show floor. July’s edition will not only be the largest iGB L!VE on record but also the most valuable and inspirational for our customers, as the event continues to provide an ultra-professional environment in its new London home, right at the heart of the igaming community”.

To enter a team in the LMG Futbol Experience and/or take advantage of the tournament branding and sponsorship opportunities contact Agustin Cikes at [email protected]

iGB L!VE (2^nd– 3^rd July, ExCeL London) will welcome a projected 15,000 igaming and affiliate pioneers, helping businesses throughout the online gaming ecosystem to navigate an ever-changing landscape via networking opportunities, cutting-edge innovations and crucial market knowledge-sharing. To register for the first edition of the show to be held in London visit: igblive.com

The post New football tournament is part of iGB L!VE’s London iGaming Week appeared first on European Gaming Industry News.