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Account management: the evolution of customer service
A staple of many businesses since time immemorial and a vital cog in the machine for suppliers across the online casino industry – but how has it changed over the years to what we recognise today? How can best practices be evolved further? Kalamba’s Andrew Crosby examines.
Account Management teams – everyone has them, but what does it mean to be an Account Manager within the i-gaming industry? It’s obviously a critical role, but where do you think it sits within an organisation’s hierarchy?
For me, it sits at the top of the tree. The company’s AM team is the conduit of information, commercials, game presentations, promotional buy-in, and fundamentally the business relationship with the customer. Relationships with the customer can last for many years within the iGaming sector so it is a very good idea to retain quality staff who’ve built up these relationships over the years. I’ve seen it many times that where staff have moved on, ultimately the business suffers due to the new relationship that’s put in place. Obviously, this is not always the case but it’s certainly a risk to look out for.
Do you think that there is anything within account management in the online casino industry that you think can only be found there?
As the industry has matured the Account Management teams have become more corporate and in line with AM practices across various industries. Earlier there was a large learning curve for everyone in the industry but now there is a more standard practice between operators and suppliers in general I would say. I also think our industry has more entertainment than any other now with the sheer volume of suppliers available compared to 10 years ago but is still a vital part of relationship building within our industry.
We all know of the impact that Covid-19 brought to our working lives but many of its changes have been adopted and fostered since lockdowns were lifted – is this a positive evolution?
Working from home and being more flexible with working hours has changed the landscape and allows people a better work-life balance. Customers and suppliers had to adapt to online meetings and convey information differently from the norm of face-to-face meetings, it was difficult but if you were creative some meetings could be very informative as well as entertaining. The 9-5 working hours are now more flexible and I feel suppliers understand that an AM’s job can be over many hours and weekends so the flexibility has been widely received. As an example not having to rush out of the gym to make it to work at 9am, having these work-life balances really help with employee happiness. It’s also been a breath of fresh air getting back to face-to-face meetings, conferences, and work events and in my opinion face- to face meetings have always been the best way of conducting business and building strong long-term relationships.
What is expected from an account manager in 2022 that wasn’t a decade ago?
Account Management is driven by relationships over long periods and those relationships stay with that AM during their career. A decade ago there were only a handful of players in the market Playtech, Microgaming, Cryptologic, NetEnt and a few small studios. Now the competition is immense and with that, the competition to get your games prominent on operator sites, on release day and promoted is becoming increasingly more difficult. Account Management has now become one of the key if not the key department in the industry to achieve this now. When I applied for the AM role at NetEnt it was the first vacancy of that type I had seen after living in Malta for two years and at that point, NetEnt had four AMs, two in Malta and two in Sweden – I was handed sixty-five accounts on day one! Now the landscape has changed dramatically, and AMs can move around frequently if they are not suited to the company or are looking for higher salaries. This presents a new challenge in trying to keep valued members of the team. Work-life balance, good relationships with colleagues and always being there to support and mentor the Account Manager’s career will go a long way in retaining valuable staff members.
What are your most important messages to any individual or business looking to improve their account handling skillset?
Response times for me are the most important thing, and will always go a long way in relationship building. Being honest with your accounts is key, as is setting realistic targets. Always giving the correct information to your accounts builds confidence and trust in the relationship. With the development of regulated markets and increased competition, it has become incredibly important for AMs to build their knowledge in many different areas. It’s very different now compared to the .com era which now seems so long ago! I still remember negotiating and signing the first regulated market customer for NetEnt, which was also highly likely to be the first one in the industry, while on a train to Salzburg from Vienna. I think that Quickspin Co-Founder, Joachim Timmermans may still remember that one! 🙂
To sum up, being knowledgeable and timely in your responses is key, because of course, things can change at any time but I think that if you strive for these things, ultimately you’ll build successful relationships and a great account management function within any business.
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Casino Guru Awards 2026 introduce four new categories celebrating leadership, responsibility, and culture in iGaming
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Casino Guru proudly unveils four new award categories for the upcoming Casino Guru Awards 2026, further expanding its mission to recognize individuals and organizations shaping a fairer, safer, and more forward-thinking iGaming industry.
Following three years of continued growth and rising influence, the Casino Guru Awards remain the only industry awards focused primarily on fairness, transparency, integrity, and responsible innovation. The 2026 ceremony, scheduled for May 25, 2026, at The Xara Lodge in Malta, in partnership with NEXT.io during NEXT Valletta, will spotlight outstanding achievements from across the global iGaming landscape.
This year’s newly introduced categories reflect Casino Guru’s commitment to acknowledging emerging talent, ethical leadership, and positive workplace culture.
New Award Categories for 2026
Woman Leader of the Year
This category celebrates an exceptional female leader whose vision, resilience, and strategic influence have helped transform her company and the industry as a whole.
Judges will look for measurable achievements in 2024–2025, including business growth, crisis management, innovation in user experience, safety, transparency, and responsible gambling.
The award is open to women driving meaningful impact while championing diversity, mentorship, and collaborative progress within iGaming.
Rising Star in Responsible Gambling
Designed to recognize organizations making remarkable early strides in safer gambling initiatives, this category highlights innovation and genuine commitment from companies of all sizes.
Whether through impactful tools, awareness campaigns, or fresh approaches to player protection, nominees must demonstrate provable results that contribute to higher standards of responsibility and safety across the industry.
Young Changemaker Award
Honoring an individual under 30, the Young Changemaker Award shines a spotlight on rising professionals whose ethical innovation, creativity, and forward-thinking actions have made a visible impact in 2025.
Judges will consider originality, leadership ability, and tangible contributions that set a new benchmark for integrity and progress in iGaming.
Industry Culture Shaper
Recognizing that true industry progress starts within organizations, this award honors companies that cultivate positive, transparent, and supportive workplace cultures.
Nominees will be assessed based on measurable outcomes such as employee satisfaction, retention, and productivity, alongside initiatives that support wellbeing, mental health, professional development, and ethical HR practices.
Additional weight will be given to organizations whose efforts inspire better standards beyond their walls through partnerships, advocacy, or shared knowledge.
A broader vision for industry progress
“The addition of these categories marks an important evolution for the Casino Guru Awards,” said Daniela Sliva, PR & Creative Project Director at Casino Guru and leader of the Awards project.
“By spotlighting leadership, emerging talent, responsible innovation, and culture, we are amplifying the people and values that will define the future of iGaming. These awards aim to inspire positive change at every level, from individual contributors to global operators.”
The new categories will stand alongside Casino Guru’s established awards, including The Fairest Bonus Policy, The Most Transparent Casino, The Best Implementation of Responsible Gambling Tools, and others that reflect Casino Guru’s core values.
The post Casino Guru Awards 2026 introduce four new categories celebrating leadership, responsibility, and culture in iGaming appeared first on European Gaming Industry News.
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CT Interactive is further expanding its presence in the regulated Romanian market through the launch of new gaming content on Maxbet.ro. This collaboration introduces a selection of top-performing titles designed to boost player engagement and enhance the overall gaming experience across the region.
As part of the collaboration, Maxbet.ro will feature two exclusive titles available only to its players — Kyoto Magic and Fruits & Sweets Buy Bonus.
Martin Ivanov, Chief Operating Officer at CT Interactive, said: “Our collaboration with Maxbet.ro reflects our commitment to developing high-quality content that meets the demands of the modern Romanian player. Titles like Fruits & Sweets Buy Bonus and Kyoto Magic showcase the best of our portfolio – dynamic gameplay, strategic depth, attractive bonus features and excellent math models.”
“We are confident that our exclusive titles will enhance the gaming experience for Maxbet’s players, offering them a richer, more immersive, and engaging journey,” added Bogdan Smeu, Regional Manager for Romania at CT Interactive.
In addition to the exclusive titles, Maxbet.ro will now feature a selection of CT Interactive’s most popular games, including 20 Mega Star, Lucky Clover 10, The Shining Globe, Zet Fruits and Doctor Winstein Buy Bonus.
The launch of this new content underscores CT Interactive’s commitment to the Romanian market, delivering premium gaming experiences that enhance player engagement and contribute to the long-term success of its partners.
The post CT Interactive Expands in Romania with New Game Launch on Maxbet.ro appeared first on European Gaming Industry News.
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CT Gaming has announced that the company has been shortlisted in three major categories at the BEGE Awards 2025, reaffirming its strong market presence and commitment to delivering innovative gaming solutions.
This year, CT Gaming is a finalist in the following categories:
• Slot Product of the Year – Next 32
• Jackpot System of the Year – Diamond Tree Deluxe
• Casino Management System of the Year – Rhino CMS
These nominations recognise the company’s continuous ability to combine modern technological advances with proven performance, creating products that deliver exceptional value to both operators and players.
NEXT 32 is the most innovative slot cabinet in CT Gaming’s portfolio, impressive with its advanced technical features, ergonomic design and enhanced player interaction.
The upgraded Diamond Tree Deluxe jackpot system stands out with improved visuals, smoother gameplay and the exciting ability for players to win any jackpot tier directly from the base game. Its flexibility allows operators to configure parameters according to their venue needs, offering a customized jackpot experience.
Rhino, CT Gaming’s powerful casino management system, continues to evolve with new modules and features that streamline operations, support informed decision-making and enhance player interaction. Its comprehensive and scalable platform is designed to suit gaming venues of any size.
“We are honored to receive recognition in three categories this year. It reflects our team’s dedication to innovation and delivering products that support the success of our partners,” said Biser Bozhanov, CEO at CT Gaming.
The post CT Gaming Shortlisted in Three Categories at BEGE Awards 2025 appeared first on European Gaming Industry News.
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