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“Players Who Feel Safe Are More Likely to Stay with A Sole Operator For Longer”
While iGaming brands amass social responsibility fines by the millions allowing unhealthy behavior go unchecked, a better way exists for both operator and player
Responsible Gaming is more than just an industry buzzword or something to look out for. It has real-life consequences for everyone involved: brands, operators and, more importantly – regular people. As the National Council on Problem Gambling marks its Gambling Awareness Month, we stopped to take stock of social responsibility in the iGaming industry – is enough being done? What is holding us back as an industry? And what will the future bring?
The Brands & Regulator
Recent years have seen a crackdown by the regulator on many iGaming fronts, specifically social responsibility or as we know it – Responsible Gaming. In 2021 brands amassed more than £15M in fines for failing to meet social responsibility regulations and protect at-risk players. The trend is gaining momentum, just three months into 2022, operators have already amassed over £15M in social responsibility fines, yes, similar to the entirety of 2021. The total sum of penalties in 2019 covering all violations? A ‘mere’ £17M. Operators need to comply and fast to keep the money on their side of the table.
The people
The human price of operators’ reluctance to comply with social responsibility regulations is clear. There are degrees of unhealthy behavior, but at its worst, a gambling problem can devastate a person’s life, affect their loved ones, mental health, livelihood, and more. The risk shouldn’t be underestimated, regulatory zeal suggests.
“From my study and understanding these pathways, it seems that the need for entertainment and escapism leads certain players. In other cases, they’re driven by more impulsivity issues and a lack of ability to control one’s behavior,” said Sally Gainsbury, Director of the University of Sydney Gambling Treatment & Research Clinic.
“This doesn’t only affect the individual themself, but also 6-10 people around them. That’s why it’s important to prevent harm before they reach this critical level.”
So what’s stopping operators from simply, you know, following Responsible Gaming regulations? “The biggest hurdle is the lack of understanding of the appropriate KPIs and required actions brought down by regulators to work best towards minimizing gambling harm,” said Gainsbury.
If operators limit their most active players, the VIPs of sorts, it’s only reasonable to assume they’ll suffer massive revenue hit, much higher than any fine. But acting on RG makes more financial sense than one might think. “In the modern iGaming world, which includes land-based casinos, sports betting, digital, and all gaming forms, you don’t have to choose between revenue and socially responsible gaming,” said Michael Pollock, Spectrum Gaming Group’s Managing Director.
“The companies that tend to be the most profitable and the market leaders are the ones that take this responsibility seriously for several reasons: One – if you’re irresponsible, you’re leaving your customers dry. You want the customer to afford what they are spending. That’s the heart of responsible Gaming. Two, if you want the public’s trust and to be recognized as one that can be trusted with their money, RG has to be front and center in your business practices. If not, you’re not going to be a market leader. And three, if you don’t take the responsibility seriously, regulators will prevent your brand from renewing your license,” added Pollock.
The solution
Optimove, the leading CRM Marketing platform, has a different approach to Responsible Gaming. It offers a predictive model to identify players-at-risk and recognizes three maturity levels of an operator regarding responsible Gaming:
- Basic – Providing players the ability to self-exclude at any time. This is typically also the most rudimentary requirement of most regulated regions.
- Competitive – Exploring the various attributes that players demonstrate before they self-exclude. By creating a segment of customers who self-excluded, operators can identify suspicious attributes to try and mitigate them and reduce the number of players who become at-risk players.
- Advanced – Implementing a machine learning algorithm that helps operators predict which players are likely to become at-risk ahead of time. Such algorithm also allows operators to differentiate between at-risk and VIP players, who often share a few similar attributes.
VIP or At-Risk?
In the UK there has been a clear move by the main Operators towards a mass market/recreational customer. The average player values dropped accordingly and VIP programs have basically came to an end. This has been driven by the concerns around problem gambling and the big overlap between what was previously described as a VIP and what is now understood to be problem gambling issues.
Many companies still have two separate departments, CRM and RG, but the reality is that the result of this operational setup and the contradictions between definitions of success in each field, means that the different teams are not necessarily driving in the same direction when it comes to player care.
Use outreach to educate
Instead of creating player journeys consisting of only promotional campaigns, operators should begin putting a heavier emphasis on educational and informative content that encourages players to adopt healthier behaviors and reduce the number of players who become at-risk.
Operators must communicate carefully in the competitive gaming market, where 1-to-1 marketing communications is still an integral part of the experience. By segmenting customers into tiers based on their risk levels and adjusting the informative-to-promotional campaign ratio accordingly, operators can maintain the marketing aspect, and improve their revenue, while instilling more robust socially responsible practices.
Metrics to monitor
If traditional CRM marketing focuses on promotional offers to measure incremental Net Gaming Revenue as the main KPI, socially responsible marketing mix needs to measure player migrations from one risk level to another and overall retention rates.
To identify the marketing strategies that work best to maintain a high level of healthy-player engagement, operators should measure their campaigns’ impact on player behavior over time. Similar to A/B/n testing different treatments, entire player-journeys should be tested to evaluate how they affect player behavior and risk-level migrations.
Using different CRM Marketing tools, like Optimove, operators can easily create entire marketing flows and monitor how players migrate from one risk level to another, and adjust their marketing strategies as necessary. Gaining insight into how both campaigns and flows perform can empower operators to optimize their marketing strategy and reduce the number of players who become at risk.
For instance, one gaming operator segmented its customers into tiers based on their low, medium, and high-risk levels. Players with a low-risk level were given the occasional promotional campaign, while players in the medium risk level received 30% of the promotional campaigns, and so forth.
The future
On the predictive side of things, there is a huge amount more that operators can be doing to identify behavioural issues at a much earlier point in the customer journey. Once predictive models – which help identify at-risk players – are in place, operators do not need take a manual binary decision on whether to cut the player off or leave them alone, but can begin taking the customer through a RG journey that may first provide instructive content around the issue. If the behaviour doesn’t change, then limits can be brought in before finally cutting the customer off.
In the near future Responsible Gaming will be integrated into all business sides and will not remain a siloed responsibility of few. That means an organizational overhaul around the issue as every department within an operator or platform must be guided by RG principles. For example, in CRM terms, it means CRM Teams will have:
- A clear understanding of what RG principles need to be followed.
- These principles will be converted to customer attributes that are easily trackable and monitorable.
- Teams will have programs in place to foment healthy gaming behavior.
- Teams will have marketing tools that autonomously redirect customers to those programs when needed (to prevent and amend situations).
Doing this at scale however is challenging which is why AI should be the lead in predicting, identifying and managing at-risk players. Once a player is identified as being at-risk, the AI algorithm will autonomously reassign them to the appropriate segment, where the messages are less salesy, focusing more on adjusting the behavior, understanding the problem better and taking a step back if needed.
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Duels for Friends in Trophy Hunter. Invite your friends and create a shared space for fun and competition.
Starting September 5, Trophy Hunter players can invite friends to join the game and enjoy it together. But that’s not all – the new update introduces hot-seat duels, one-on-one asynchronous challenges that let players prove who is the best marksman and earn extra rewards. All this is made possible by the new Duels for Friends feature, which expands the social dimension of Trophy Hunter and gives players complete freedom to choose their opponents – both among existing fans of the game and those who haven’t yet tried it. This is another step in delivering the game’s dynamic, content-rich roadmap, with Trophy Hunter already recording very promising KPIs and steadily growing its player base since its July 3 global launch.
Duels for Friends – compete with your friends
– From the very beginning, the social aspect and players’ engagement in league competition have been extremely important for the development of Trophy Hunter. This clearly sets the game apart from the competition and strongly engages our users. Now we are taking the next step by giving players a tool that lets them create their own space in the game – inviting friends, competing, and simply having fun together. This is an important milestone in the game’s development and the foundation for the next features we are already working on.” – says Jakub Noganowicz, Product Owner of Trophy Hunter and Hunting Clash.
With the Duels for Friends feature, every Trophy Hunter player can invite anyone to join the game by sending them a special link via SMS or messenger. Members of the club can also be invited. In this way, players not only expand the Trophy Hunter community but also actively shape its composition. Invited friends can join the competition, become members of any club, or set up a new club together with the player who invited them and compete in the club league. It enhances the competitive spirit and motivates players to improve their skills.
The update also adds a new form of competition alongside the league system – asynchronous one-on-one duels with friends (hot-seat duels). Each duel consists of three rounds and must be completed within a set time. The challenger selects an opponent from their friends list, chooses an arena unlocked by both players, and plays the first round. The match then continues step by step, with each participant taking their turn when convenient, but within the required time limit. In-game notifications remind players when it’s their turn, and before starting the next round they can watch a replay of their opponent’s shots. After three rounds, the duel is concluded, the winner receives a reward, and the loser can instantly challenge them to a rematch. An additional reward is granted only for the first duel of the day with a specific friend, but players can play as many duels as they like to prove who is the best marksman. To maximize rewards, players need to challenge as many friends as possible and win those encounters. All active duels are visible in the friends panel introduced with this update, while the notification system keeps players informed about ongoing challenges and results.
New arenas – dynamic game growth
At its global launch on July 3, 2025, Trophy Hunter offered players nine arenas where they could compete in their first duels. Just a month later, on August 13, the game was expanded with a tenth arena – Northern Lights. Set against the breathtaking spectacle of the aurora borealis, it challenges players to make precise long-range shots in low-visibility conditions. In the last week of August, the eleventh arena – Scottish Highlands – was introduced, bringing another unique environment and new challenges. The update also includes technical improvements that enhance the overall player experience. The fast pace of these additions is only the beginning of more exciting content that the Trophy Hunter team is actively working on to ensure the game continues to evolve dynamically.
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Seasoned iGaming executive brings decade of commercial expertise to drive B2B growth
VeliTech, the B2B technology division of Veli Group, today announced the appointment of Mats Lundin as Chief Sales Officer (CSO). Lundin brings over 10 years of commercial leadership experience across the iGaming sector to accelerate VeliTech expansion as operators worldwide seek battle-tested platform solutions.
In his new role, Lundin will spearhead VeliTech global sales strategy, focusing on delivering the company’s comprehensive suite of iGaming solutions to operators seeking proven technology backed by real-world performance. His appointment reinforces VeliTech commitment to partnering with operators who demand more than promises – they want technology that is already winning in the market.
“Mats embodies the kind of proven expertise that our operator partners expect,” said Giorgi Aleksidze, CEO at VeliTech.
“His track record of building meaningful relationships and driving revenue growth aligns perfectly with our approach of backing our technology with real results. When we say we bet on our tech, we need leaders who understand what that means in practice.”
Lundin joins VeliTech from Vegangster, where he served as Sales Manager. His career spans key roles including Director of Sales and Chief Commercial Officer at Gaming Corps, Head of Sales at iSoftBet, and various commercial positions where he consistently delivered revenue growth and market expansion
“What drew me to VeliTech is their unique position in the market,” said Lundin.
“This is not just another platform provider making bold claims – this is a team that operates their own gaming brands and proves their technology works where it matters most. That combination of technical excellence and real-world validation creates compelling value for operators.”
Throughout his career, Lundin has specialised in provider and operator relationship management, regulatory navigation, and market analysis. His expertise spans both B2B and B2C sectors, with a proven ability to identify growth opportunities and translate them into sustainable commercial success.
The VeliTech platforms cover all critical aspects of iGaming, including player account management, no-code CRM, payment gateway, content aggregation, and game development. The appointment of Lundin as CSO comes as the company continues expanding its presence across regulated markets, from European casinos to emerging African markets.
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Here are this weeks latest slots releases compiled by European Gaming
Relax Gaming is taking players on a divine adventure above the clouds in its latest release, Aura God. This celestial 6×6 tumble slot offers 46,656 ways to win and a top prize of 10,000x the player’s stake. In this celestial quest, players will encounter the thrilling Mystery Reveal feature, where Mystery Frames and Mystery Symbols combine to unveil paying symbols or coins worth up to 100x.
Thunderkick has launched Carnival Queen 2, a sequel to its vibrant Mardi Gras-inspired street party, where a new reel structure combines with an infinite multiplier to unveil 25,000x win potential. Building on the original with a new grid layout, the height of each reel can change at random from two to seven symbols, providing from 5,040 up to a maximum of 117,649 ways to win.
Evoplay has launched Fogo Do Brasil 777, a classic-style slot bursting with carnival spirit and inspired by the vibrant energy of Brazil. Set against a backdrop of Rio’s glowing lights and samba beats, the 3-reels slot combines traditional machine action with colourful, festive flair. Glittering sevens and fireworks across the reels create an atmosphere that captures the excitement of a Brazilian celebration.
Blueprint Gaming has blended one of its most popular trending mechanics with the power of an established classic IP in Reel King® Riches, an eagerly awaited title that breathes new life into one of the industry’s most iconic brands. Promising an experience that will resonate with a generation of slot players, the new game capitalises on a revered franchise. The Reel King® brand is a household name in both land-based and online gaming, with its cheerful, chubby king and distinctive regal style being instantly recognisable.
Evoplay has launched Ignis Rex, a fiery slot where classic fruit icons meet regal treasures. Played on a 5×3 grid, the title blends the familiarity of traditional slot play with dynamic bonus features. Players will encounter gleaming Coins and the commanding King, who appears as a Sticky Wild symbol and oversees every spin.
SLOT MART, a brand under Massive Gaming, a rapidly growing B2B iGaming software provider, is taking players on a magical and enchanted journey with endless rewards in its latest release, Cinderella. Set on a 3×3 grid with five paylines, Cinderella brings the classic fairytale to life with over 13 themed symbols.
Play’n GO returns to its molten jungle realm in Fire Toad 2 – the long-awaited sequel to the 2021 fan-favourite slot. With evolved mechanics, transformative features, and a fresh layer of visual polish, Fire Toad 2 builds on its predecessor’s charm while igniting new paths to amphibious fortune. The volcanic pools have reignited, and the fire-backed toads are ready to evolve once more.
PG Soft, a world-class digital mobile games company, has launched its fairytale-inspired slots title, Grimms’ Bounty: Hansel & Gretel. It’s a 3-reel, 5-row video slot that features increasing multipliers and extra respins to keep the action engaging. The Wild is represented by a bubbling cauldron that substitutes for all symbols to create more winning combinations, while the mystical potion Scatter unlocks the Free Spins feature.
GAMOMAT has cranked up the craziness with the release of Book of Madness 2. This chilling 5×3 slot is set within a derelict, blood-smeared asylum that oozes with tension, underscored by an eerie soundscape. Following the massive success of the original, Book of Madness is back with a thrilling sequel that turns up the chaos.
Relax Gaming is bringing back its favourite double act in Bill & Coin 2: Mummy Mischief, an Ancient Egyptian adventure packed with new features, huge win potential, and a dash of mischievous charm. Players will join Bill & Coin as they search for the treasures of the pharaohs, with the chance to win up to 15,000x their bet.
Inspired Entertainment, Inc., a leading B2B provider of gaming content, systems, and solutions, has announced the release of two new online slot titles across UK and Malta iGaming jurisdictions: King Kong Crash Climber™ and Wolf It Up! Again™. Each title is designed to provide distinctive gameplay experiences while delivering strong performance for operators.
In its latest release, Tao Tree Coins, Tom Horn Gaming is inviting players to step into the glow of silken lanterns and embrace the promise of fortune in a game showered in golden coins. Tao Tree Coins blends the timeless charm of Asian-themed slots with a modern, on-trend Hold & Win mechanic, offering dynamic gameplay designed to engage both traditional slot fans and thrill-seekers alike.
SlotMatrix, the world’s largest casino content aggregation platform, has launched Fortune Llama Hyper Heist, a rebellious adventure where a gang of fearless llamas set off on the ultimate coin-packed heist. Developed by Fantasma Games, part of the EveryMatrix Group, Fortune Llama Hyper Heist sees players embark on a bank job like no other, collecting as many coins, prizes and jackpots as they can.
The stars are set to align for stellar rewards once again in Star Clusters II from Big Time Gaming. This is a Megaclusters slot where players need to strap in and hold tight as they blast off towards the big-win galaxy. Players venture into the unknown as Megaclusters unleash powerful chain reactions among the stars.
Million Games proudly announces the launch of Riches of Zeus, a high-volatility video slot set on top of Mount Olympus. This 5×3 slot blends escalating Free Spins, symbol upgrades, and cinematic gameplay for a mighty experience that grows more powerful with every spin. Players enter the game at the base of Olympus and ascend through divine trials—unlocking expanding Wilds, bonus upgrades, and an evolving win structure that reflects their progress.
Play’n GO deepens its mythological portfolio with Rise of Olympus Extreme, a supercharged follow-up to one of its most enduring grid slot titles. Following the popularity of the original Rise of Olympus, this new release expands the celestial stakes with enhanced mechanics and visual polish. Returning players will reunite with the mighty trio – Hades, Poseidon, and Zeus – who now command more formidable powers in a refined 5×5 cascading grid.
Just Slots, has announced the network release of its latest slot title, Rain and Ruin. The new slot pits the Queen of Rain against the King of Ruin in a dramatic clash of the elements, offering players a fresh narrative twist and building on the studio’s recent run of standout releases. Just Slots, known for putting striking art and storytelling at the center of its games, has made no exceptions with Rain and Ruin.
Playson, the accomplished digital entertainment supplier, has enhanced its Royal Coins series with the release of 3 Royal Coins: Hold and Win, featuring its popular 3 Pots mechanic and a rewarding new Twin Feature. In the latest instalment of the popular series, Special Coins elevate gameplay by triggering the Hold and Win Bonus Game with Special Coin Features.
This month, popular software providers Swintt are inviting players to join them on a classic safecracking caper in Victorian Vaults – a new action-packed Premium release where lining up the perfect combination of symbols could open the door to unforgettable riches. A five-reel title that can be played with either five or ten paylines, Victorian Vaults boasts a striking combination of ornate reels and steampunk-inspired symbols.
Revolver Gaming is proud to announce the launch of Pyramid of Ra, an industry-first slot title that brings a revolutionary triangular reel configuration to the iGaming world. Set against the mystical backdrop of ancient Egypt, this highly innovative release is packed with cutting-edge features and designed to deliver a fresh, engaging, and unforgettable experience for players.
The post Week 36/2025 slot games releases appeared first on European Gaming Industry News.
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