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Q&A with Rory Kimber, Account Management and Marketing Director at 1X2 Network
Can you talk us through the structure of 1X2 Network and the various divisions and subsidiaries it contains?
1X2 Network is the overall entity that encompasses the two supplier studios 1X2gaming and Iron Dog Studio. 1X2gaming provides a broad range of gaming concepts, with retail-feel slots, table games, arcade games and more. While Iron Dog Studio’s onus is on offering premium slot releases, having produced a significant number of Megaways™ titles and other tier one releases. The 1X2 Network also includes 1X2 Network Partnerships, where we aggregate a wealth of content from 3rd party suppliers on the 3PI (3rd Party Integrations) platform – these are then distributed via the network, a combination of direct integrations and other aggregation routes.
Why did you decide to structure the business in this way with two different studios?
1X2gaming was the original brand that began the journey, but a lot of that philosophy has continued into the structure we have now. 1X2gaming is primarily a studio producing classic games, arcade style content and market specific slots. Iron Dog Studio is our premium studio and has a different framework, that allows more innovation and flexibility. The two work in tandem with some shared central resource but the split allows us to release a variety of games without diluting either brand to players and Casino Managers. 1X2 Network sits above that as the company brand and is what we’re known as – underlining that everything operates under one leadership team and with a clear, defined direction.
How do you decide which games get developed and released by which studio?
Both Iron Dog Studio and 1X2gaming have their own individual brand, so the development process for a given game begins within one or the other. The two studios’ portfolios are different without being totally separated – which is what allows 1X2 Network to provide such a broad variety of gaming experiences. We have on occasion moved a project over when it is in development but in general games live in one studio from conception to go live to allow the clarity of thought to carry through. In general, the styles of the game and their target markets make it very easy to decide which studio will develop a concept.
How do you ensure that each studio has its own identity but that both still align under the 1X2 Network umbrella?
While 1X2 Network encompasses two separate studios, they are not treated in isolation from one another. There is shared resource amongst the studios and whilst some maths, design and product ownership is separate there is still a core product team who drive strategy for the entire network. Games are ultimately delivered under the 1X2 Network umbrella, and thus we seek to maintain an overarching brand mentality which all our games subscribe to; this mentality could be surmised in our focuses on player experience, innovation and quality.
Do most of your operator partners take games from both studios?
Yes absolutely, every operator has content from both studios as the delivery routes are identical. 1X2 Network is the brand that operators deal with and they understand that the studios are part of something bigger. That’s not to say that all operators see the same performance between the studios, depending on markets, player demographics, style of site and many other factors, we have tier 1, 2 and 3 customers who perform better with Iron Dog and the same for 1X2gaming. We obviously work to promote the games that will be most successful but it’s extremely rare that we don’t see success across both studios in one form or another.
Anything else to add?
1X2 Network has been operating for 20 years, so I guess it’s no surprise that some elements require a bit of explanation, but in general we feel the two studio set up under an overarching brand is a solid, clear and efficient set up that allows us the flexibility we need to provide to all our customers and take a good share of the market.
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Refie, the new living interface inside ReferOn, it’s here.
ReferOn, the next-generation affiliate management platform, has launched Refie — a built-in interface layer that gives the platform its own awareness, making interaction faster, clearer, and more human.
Refie represents a new level of interaction within ReferOn, designed to make complex affiliate data easier to perceive and act on through visual feedback that turns system logic into something instantly understandable. He now lives inside the platform’s interface, appearing on onboarding screens and system state pages, where he reflects how the system feels and responds in real time.
Refie isn’t a chatbot or a mascot — he’s an integrated UX layer that connects technical precision with human intuition. By reducing noise and guiding attention naturally, he helps affiliate managers work faster while avoiding mistakes and staying aligned with live performance data.
We like to call this approach “lazy intelligence” — systems that think before you do so you can focus on what actually matters. Refie is the first visible step toward that.
Roadmap: From Awareness to Assistance
Refie’s introduction marks the beginning of ReferOn’s next development stage.
He’s the foundation for what comes next: gamification, engagement, and, ultimately, intelligent assistance. Through him, we’ll introduce a more interactive, rewarding experience where every action feels meaningful. Over time, Refie will evolve from a visual signal into a personal AI agent — the intelligent core of the ReferOn platform.
Vlad Bondarenko, ReferOn’s Head of Product, commented, “Refie isn’t just an add-on or feature — it’s a reflection of how our platform and team think. For years, affiliate platforms have been built for reporting, not for people. We wanted to change that. Refie was born to simplify. He embodies how we think about technology: clarity, control, and connection should feel natural, not forced.
With Refie, ReferOn has learned how to say hi — not with words, but quietly, through awareness. It’s how the system shows it understands what’s happening. He represents the moment ReferOn moved beyond functionality and toward awareness, emotion, and intelligence. The launch goal is to show that the era of faceless B2B tools is ending.”
The ReferOn team will showcase the platform’s latest innovations at SiGMA Central Europe in Rome (Booth 5044). There, attendees can explore the system in action, connect with the team, and experience Refie — the living interface making its first public debut.
The post When Logic Finds a Face: Meet Refie, ReferOn’s New Living Interface appeared first on European Gaming Industry News.
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Hölle Games, the German-based video slots studio celebrated for its distinct “Made in Germany” craftsmanship, has expanded its footprint in the German online gaming market through a new partnership with Betano.de, one of the country’s most dynamic and fast-growing iGaming platforms.
This collaboration marks a significant milestone in Hölle Games’ ongoing growth within Germany. Having already established a strong presence in the regulated market, the addition of Betano as a distribution partner ensures that even more players will have access to Hölle Games’ portfolio of visually striking, character-driven slot titles.
Through Betano.de, German players can now enjoy a broad selection of Hölle Games’ top-performing titles, which blend classic slot inspiration with contemporary visuals and smooth, intuitive gameplay. Designed and developed in Germany, Hölle Games’ content is known for its attention to detail, local market resonance, and commitment to player entertainment.
Robert Lenzhofer, CEO of Hölle Games, commented: “We’re incredibly proud to see our games featured on Betano.de, one of the most recognized brands in Europe. This partnership is another step in strengthening our local presence and making our uniquely German-crafted slots more accessible to players nationwide. At Hölle Games, we take great pride in combining creativity with compliance — building experiences that resonate with players while meeting the highest regulatory standards.”
Clemens Kaiser, Head of Commercial, Kaizen Gaming commented: “We’re thrilled to expand our casino offering with Hölle Games’ portfolio. Their content is a perfect match for the Betano brand — high quality, engaging, and locally relevant. We’re confident our players will enjoy what Hölle Games brings to the table.”
The partnership underlines Hölle Games’ commitment to strengthening its relationships with key regulated operators in Europe and reinforces Betano’s reputation for delivering diverse, premium gaming content tailored to local preferences. Together, the two brands continue to raise the bar for online casino entertainment in Germany.
The post Hölle Games Strengthens German Presence Through Partnership with Betano.de appeared first on European Gaming Industry News.
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To mark the launch of the 100th brand in 2025, SOFTSWISS, an international technology provider with over 15 years in the iGaming sector, will host a unique live show at SiGMA Central Europe 2025: the pit-stop-style assembly of a sports car, which will be gifted to the client behind the milestone brand on the final event day. This will be the first time a real vehicle is assembled live on the floor of an iGaming expo.
Over the three days of the event, a professional crew will assemble an Alfa Romeo 4C Launch Edition in real time, transforming SOFTSWISS Stand 4015 into a high-performance pit lane. This full-scale build sets a new bar for experiential engagement in the iGaming industry, giving attendees the opportunity to take part in assembling a sports car themselves.
During the show, professional mechanics will demonstrate how racing technology mirrors the architecture behind SOFTSWISS solutions: real-time analytics, scalable platforms, and automation. This three-day showcase will conclude with a symbolic moment – the gifting of the completed vehicle to the SOFTSWISS partner who launched the 100th brand on the company’s software in 2025. The ceremony starts on 6th November at 13:00 at Stand 4015.
“We believe every milestone is a shared success. Launching 100 new brands this year within the SOFTSWISS ecosystem shows the trust our partners place in us, and we’re proud to celebrate this moment together. This car represents precision, collaboration, and speed, the very values that define both racing and iGaming,” said Olga Resiga, Chief Business Development Officer at SOFTSWISS. “But more than that, this live build is a statement: we don’t just talk about innovation, we put it on display – in motion, in real time, and in front of the entire industry.”
Another major moment of the show will be the unveiling of the 2026 iGaming Trends Report – one of the industry’s most anticipated releases. Created in collaboration with NEXT.io, the report will offer a comprehensive outlook on the technology, regulatory shifts, and market dynamics shaping the industry.
The launch will take place on 5 November from 12:00 to 16:00 CET during the 2026 iGaming Trends Marathon by SOFTSWISS at Stage 2: People, Partners & Performance. The four-hour programme will bring together global experts for keynote sessions and panel discussions covering key challenges and opportunities for the year ahead – from regulatory evolution and player engagement to platform scalability and AI-powered operations. Pre-registration for early access to the full report is now open.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post SOFTSWISS to Gift a Live-Built Sports Car To Celebrate 100 Launched Brands in 2025 appeared first on European Gaming Industry News.
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