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Why studios need to promote their games
Elliott Resnick, Head of First Look Games, says that due to the highly competitive nature of the industry studios need to get their games in front of players if they are to succeed in the long term
Slot studios are fighting for operator attention in a highly competitive marketplace. There are literally hundreds of developers pushing thousands of games with endless new titles launching every month. So being heard above the noise made by rivals is a vital key to success.
Developers also face fierce competition when it comes to directing players to their games. Operator lobbies are stocked with thousands of titles, with game positioning often the difference between whether a title sinks or swims.
But what if affiliates could not only fulfil their traditional objective of new traffic to operators but also drive awareness of a studio’s content and have players specifically look for the game regardless of where they are positioned in casino lobbies?
To do this, studios must promote their games to players as well as operators, but that isn’t easy given developers take a small proportion of the revenues made on their slots. Above-the-line marketing is simply not an option for the majority of studios, so they have to look to other ways of gaining the attention of operators and players.
But due to the expensive nature of traditional game development, and the time it can take to bring a slot from concept to market (this can take anywhere from four to twelve months) studios must not leave game discovery to chance and instead proactively promote each of their most anticipated titles.
It is also important for studios to provide operators with easy access to information and assets about their games, not just for the purpose of selling their titles but also for other areas such as inclusion in the operator’s marketing and CRM. Without this, developers are missing the final but crucial step in launching their game – which is proactively letting players know about it.
This has led several studios to partner with slot streamers but while that now hangs in the balance pending Twitch’s upcoming announcement on 18 October, others are leveraging the incredible reach that traditional affiliates can provide. But striking partnerships with publishers can be labour intensive – something that already stretched teams have little time to dedicate to unless they hire someone dedicated to affiliate outreach pretty much full-time.
That is where First Look Games comes in, providing the world’s first platform that directly connects studios with all registered affiliates in the iGaming space who regularly craft detailed new game reviews designed to generate referrals to one or more online casino partner.
A publisher’s access to First Look Games is free, allowing all game studios to deploy finished/approved creative packs direct to an entire affiliate community within minutes. It puts the power in the developer’s hands, giving them control over the information and assets they share, and when they share them.
Affiliate marketing allows studios of all sizes to put their games in front of players and potentially build anticipation around future releases. For established studios that have highly sought-after content coming, affiliate marketing can drive large numbers of reviews along with significant awareness that a new game is set to land. For small studios starting out, it can make a difference between being prioritised for an operator integration or being left out. For those in the growth phase, game promotion can assist with realising greater ROI.
Studios can additionally use the feedback they receive from affiliate game reviews to guide future slot development by understanding what has and has not hit the mark with the player community. This feedback is incredibly valuable.
What’s more, affiliates are very cost-effective when compared to other forms of B2C marketing and can help studios to reverse engineer interest in their games where reviews are strong and the audience has a clear appetite for their content.
But right now, studios are not maximising the potential that affiliates provide. The studio-affiliate relationship is still relatively new which is why this marketing channel can be overlooked in terms of the value it can deliver.
First Look Games has been designed to do much of the heavy lifting on behalf of the studio, providing them with access to more than 800 approved publishers with their combined reach being more than 20 million players around the world.
Studios simply upload game information and assets to their dedicated library, and then our network of approved affiliates can access these files and use them to produce content such as game reviews or video content. The entire platform has been designed to be easy to use by any member of a studio’s team.
Despite this, we often find the studios do not know where to position us within their business – sometimes we are seen as a marketing resource, other times as a tool to support the commercial team. We can be both, but it shows just how new this area of game promotion is.
Over time this will change, especially when studios start to see the incredible success their rivals are having in the affiliate space by unlocking more of the potential in their games.
Getting any title in front of more of the right people is simply good business and in such a competitive market, that can be the difference between a studio succeeding or failing.
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BETBY EXPANDS E-SIM PORTFOLIO WITH TWO INDUSTRY-FIRST TITLES: eTABLE TENNIS and eFOOTVOLLEY
Reading Time: 2 minutes
BETBY, the leading sportsbook supplier, has expanded its proprietary esports feed, Betby.Games, with the launch of two brand-new e-sim titles: eTable Tennis and eFootVolley. Both releases mark a major milestone in BETBY’s commitment to delivering fair, authentic, and localised esports content that enhances 24/7 engagement for operators and players worldwide.
Representing a world-first for the industry, the eTableTennis title, entitled TTX CUP, introduces a completely new vertical to esports betting, with an authentic, fully fair, and transparent experience. The game features realistic physics, true-to-life gameplay, and zero-second betting delay, offering instant bet placement for one of the fastest-paced sports.
Each match follows the classic table tennis format of five sets to 11 points, with over 20 betting markets and high betting limits comparable to elite-level competitions such as the Champions League. Launched initially with two tournaments, TTX CUP delivers more than 1,500 matches per month, running 24/7 with no streaming delay, ensuring full transparency and player trust.
Aligned with the WTT Finals Hong Kong, one of the sport’s premier real-world events, the release allows operators to engage users during off-hours through a seamless, always-on e-sim.
BETBY’s second new title, eFootVolley, further strengthens its “go-local” approach by focusing on Brazil’s fast-growing futevôlei scene, one of the country’s most culturally resonant sports. The game replicates the official Liga Nacional de Futevôlei, following a five-set format (up to 11 points) and an average match duration of around 20 minutes, with 20+ available betting markets.
Launching in sync with the final stage of the real-world Liga Nacional de Futevôlei, eFootVolley provides an ultra-localised, 24/7 betting experience, reflecting BETBY’s strategy of blending authenticity with constant engagement. Following the success of eVaquejada, this release reinforces the company’s dedication to creating content that speaks directly to local audiences and their sporting passions.
Kirill Nekrasov, Head of Sportsbook Product at BETBY, commented: “With TTX CUP and eFootVolley, we’re breaking new ground in esports simulations. TTX CUP sets a new benchmark for integrity and realism in table tennis betting, while eFootVolley demonstrates our ongoing commitment to localised, culturally relevant content. Both titles reflect the Betby.Games vision to provide operators with high-frequency, fair, and engaging titles.”
The Betby.Games portfolio now features 25 proprietary titles, covering 80+ tournaments and over 400,000 monthly matches across multiple sports.
The post BETBY EXPANDS E-SIM PORTFOLIO WITH TWO INDUSTRY-FIRST TITLES: eTABLE TENNIS and eFOOTVOLLEY appeared first on European Gaming Industry News.
Reading Time: 2 minutes
Continent 8 Technologies, a leading provider of cutting-edge managed IT solutions designed for the global iGaming and online sports betting industry, announces the promotion of David Brace to its executive leadership team.
In his new role, Brace will serve as practice lead for AWS solutions, spearheading the company’s continued expansion and innovation within the Amazon Web Services (AWS) ecosystem.
The news follows Continent 8’s selection as an official AWS Solution Provider under the Solution Provider Program (SPP). This has enabled Continent 8 to augment its AWS portfolio, including Managed AWS Workloads, Managed Hybrid Network and AWS Cloud Migration.
Michael Tobin, CEO and Founder at Continent 8 Technologies, said: “Over the past eight years at Continent 8, David has consistently demonstrated a deep and nuanced understanding of technology, infrastructure, and the regulatory landscape – both on industry panels and directly with our customers. His expertise is widely respected, and this promotion is a well-earned recognition of his contributions.
“David’s elevation to the executive team comes at a pivotal moment for our business, as we sharpen our strategic focus on cloud innovation. He is the ideal leader to drive our AWS practice forward, bringing vision, experience, and a customer-first mindset. With continued investment in this area, we’re committed to delivering AWS solutions that are secure, scalable, and tailored to the unique demands of the iGaming sector.”
David Brace, Chief Alliance & Partnership Officer, AWS, at Continent 8 Technologies, added: “I’m honoured to join the executive team and lead our AWS practice. The iGaming industry is evolving rapidly, and cloud adoption is central to that transformation. Our goal is to simplify the journey for our customers – whether they’re launching in new markets, navigating regulatory frameworks, or scaling their operations globally. With AWS and Continent 8’s combined capabilities, we’re uniquely positioned to deliver.”
Continent 8 has vast experience in delivering AWS solutions to the industry. The company has already delivered 90% of AWS Outposts in the industry to major brands in the regulated betting and gaming market, including FanDuel, Fanatics Betting & Gaming, and Hard Rock Digital.
Meet David Brace and members of Continent 8’s AWS practice at AWS re:Invent 2025, 1-5 December in Las Vegas.
The post Continent 8 promotes David Brace to Executive Team appeared first on European Gaming Industry News.
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Zero horsepower, maximum chances to win: Allwyn and the McLaren F1 Team launch world’s first Scratch Car
Reading Time: 2 minutes
Introducing the world’s first race car designed to be scratched! Allwyn, the lottery-led entertainment company, has teamed up with the McLaren F1 Team to create the one-of-a-kind ‘Scratch Car’ to celebrate this weekend’s Grand Prix and inspire people everywhere to take a chance.
The life-sized model of an F1 car was unveiled by McLaren F1 Team driver Oscar Piastri at the LINQ Promenade on the Las Vegas Strip. The Scratch Car invites fans to scratch the surface of one of 970 panels to win exclusive McLaren F1 Team experiences and prizes.
The car designer swapped a spanner for a pair of scissors to build the engineering masterpiece. Designed and hand-built with meticulous precision by paper artist and motorsport enthusiast Florian Weber, better known as Paperlegend, the car is made up of 970 individual scratchable panels, each printed in the McLaren F1 Team’s iconic papaya orange. Taking weeks to build, the unique installation will be open for racing fans to visit and scratch at the LINQ promenade in Las Vegas over two days, from its launch on Tuesday 18th November through Wednesday 19th November.
Fans who can’t make it to Las Vegas can join in via an online Scratch Car experience, allowing people to virtually scratch their own digital McLaren F1 car for the chance to win. The hero prize promises one lucky online winner a once-in-a-lifetime opportunity to visit the McLaren Technology Centre in Woking, UK – and not only meet a McLaren F1 Team driver, but have their own race suit signed by them.
Pavel Turek, Chief Officer Global Partnerships at Allwyn, said: “Being an Official Partner of the McLaren F1 Team enables us to bring the entertainment and excitement of the sport to even more people. Our Scratch Car is just one of the ways we are helping fans across the world get closer to the F1 action, with the chance to win once-in-a-lifetime McLaren F1 Team prizes and experiences. We believe that taking a chance gives you one, and this world-first installation celebrates that spirit in a fun, creative way.”
Florian Weber (AKA Paperlegend), the artist and designer behind the Scratch Car, said: “F1 drivers have to be incredibly precise but also willing to take chances and that’s what makes the Scratch Car such a perfect embodiment of the feeling of winning. It’s a piece of art that celebrates both precision and the thrill of taking a chance.”
Louise McEwen, Chief Marketing Officer at McLaren Racing, said: “At McLaren Racing, we are continually exploring new and unexpected ways of connecting with our fans in a fun and engaging way, and that’s what our Scratch Car activation with Allwyn does. We can’t wait for people to see it come to life, whether that’s on the ground in Las Vegas or online.”
Fans can visit the Scratch Car from Tuesday 18th until Wednesday 19th November at the LINQ Promenade, just moments from the racing track, or scratch a digital version online at Allwyn Global’s Instagram page until Tuesday 25th November.
The post Zero horsepower, maximum chances to win: Allwyn and the McLaren F1 Team launch world’s first Scratch Car appeared first on European Gaming Industry News.
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