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Q&A w/ Timothy Hill, Senior Project Manager at Betsson Group, on how an operator prepares for the World Cup
How does a tier-one operator such as Betsson prepare for a big betting event such as the World Cup?
The World Cup is a huge event for football and also for Betsson. A major sporting (and betting) event such as this touches nearly every department within the company from analytics to IT via marketing, facilities and commercial. Each of these departments must be in sync and we go to great lengths to constantly align so that we are fully prepared for when the first game kicks off. From infrastructure to promotions, everything has to have been tested so that we can be confident that our platform and systems can handle the significant increase in new players and bet volumes that we expect during such tournaments.
To make sure this is the case, we have been preparing since the start of the year. We have teams allocated specifically to this tournament’s activity and they have been laser-focused on making sure that we are ready for the biggest betting event of the year. Of course, we have to be ready for this major event, while also delivering the same superior player experience across all our brands and verticals in the build-up to the tournament and throughout. It’s a massive undertaking that requires strong internal communication and the ability to track teams and activities at all times.
What are the biggest challenges you face? How are these challenges overcome?
The incredibly high level of competition in each of our markets is probably the biggest challenge we face. Betsson is not the only operator looking to take advantage of the huge potential this tournament has to offer, so we have to ensure that we are the best across all areas from sportsbook promotions to payments. It’s all well and good being able to attract new players, but once they are active with our brands, we have to make sure they receive the best possible experience; doing this in multiple global markets is a significant challenge, to say the least. The surge in active players and bet volumes is another challenge, and operators must stress-test their platforms and systems to ensure they can handle the huge increase in activity. Finally, for tier-one operators such as Betsson, it’s important to make sure this tournament does not distract from our regular business. This requires a lot of multi-tasking within teams.
What has been the biggest lesson learned from previous tournaments?
Start preparing early and keep the momentum going. We’ve actually had more time to prepare this year since it is taking place in the autumn/winter, and this has really helped make sure that we’re 100% ready and firing on all cylinders. Any major sport tournament is such a big branding and acquisition opportunity that operators should give it the time and resources it needs and that’s why we’ve been working on our proposition for nearly a year now.
Does your approach to the World Cup change for each brand? How does it change from market to market?
In terms of the sports promotions we are running, we have a big global offer available in all markets and then local offers specific to each jurisdiction. We give our local teams the freedom and flexibility to tailor their marketing plans and campaigns as they know their audiences better than anyone else. In corporate, we see it as our responsibility to give them the resources, tools and support they need to do this.
Player acquisition is a key focus for many operators. What approach are you taking?
Bonuses and promotions are very important for player acquisition during sporting tournaments. Our flagship, The Betsson Million, is available in most of Betsson Groups core markets. Each player is credited with €1 Million in cash and can use the money to predict the outcome of 20 football match questions. An example of such question may be “Will there be more than 2.5 goals in the Qatar vs Ecuador match”. The player can invest the full million in ‘Yes’ or ‘No’ or split the money 70/30 or 50/50 or however they chose. Whatever money remains after the match has been played is taken to the second question. The cash the player has left after 20 questions is theirs to keep without any wagering restrictions or requirements. All players get unlimited chances to win €1M, and the game is available 365 days per year. But this is just one aspect of player acquisition and to successfully onboard new players at scale, operators must provide a seamless user experience from the moment they arrive at the brand. This includes sign-up, KYC, payments, markets and odds, customer support and more.
It’s not just about acquiring players, either. Retention is hugely important, especially considering the bonuses some rival brands are offering to tempt players to their books. At Betsson, we’re looking to super-charge retention with a range of initiatives including football-themed slot games, incentives for trying casino and live gaming and in some market, we are also even offering a Football True or False online contest where players try to answer their way to a share of €1,500. In short, we want to welcome new players looking to bet on the upcoming exciting matches and then show them the incredible entertainment and betting experience they can enjoy across our brands.
Are big bonuses the only way to stand out from rival brands? If not, how else do you look to differentiate and drive player sign-ups?
Bonuses are a huge part of how brands look to differentiate in markets where they are allowed, but they are not the only way. At Betsson, we want players to know that we offer a huge range of betting experiences and options and cross-selling sports bettors to casino and live casino tables is a big focus of ours. To do this, we are running the football theme across our sportsbooks and casinos and have lots of special promotions, themed slots and dedicated live casino environments to help achieve this.
Just how important is retention during big betting events like the World Cup? Is it more challenging with so many bonuses flying around? How do you ensure players remain loyal?
As touched on already, retention is mission-critical for Betsson during sporting events and beyond. Due to the high costs of acquisition, it’s important for operators to retain players and mitigate churn as much as possible for as long as possible. That’s why the quality of the player experience offered once they have signed up is vital. When it comes to ensuring that players remain loyal, we do this via on-going promotions, the availability of markets and value of odds, a lobby stocked with a wide range of slots, casino and live dealer content, localised payment options and the best customer support in the business. The full package, if you like.
What does a successful World Cup look like for Betsson?
We want to see an influx of new players sign up to our brands, and for this to be a driver of higher bet volumes and turnover. Of course, it’s important to retain these players and we hope to see a positive response to our promotions and campaigns. The fourth quarter is often a strong one for gambling companies, and this huge event has a good chances of becoming the biggest sports event ever for Betsson!
How do you ensure that players acquired during the tournament continue to wager with your brands after the final whistle is blown?
It comes down to the retention tactics mentioned earlier. That this tournament is also taking place in the middle of regular football and sports seasons across the globe will also help with retention. In the UK, for example, Boxing Day is just a couple of weeks after the World Cup climax and is one of the biggest betting days in the English Premier League. So long as we can keep players engaged during the Christmas period, I think we will be able to drive loyalty for a long time to come.
Latest News
G2 and Logitech G Team Up for Logitech G PLAY 2025: A Celebration of Breakthrough Moments and Women in Esports
G2 Esports and Logitech G join forces for Logitech G PLAY 2025, Logitech G’s annual flagship event, set to take place on September 17 at 18:45 CEST. This year’s event celebrates Breakthrough Moments in play, and highlights the importance of diversity, inclusion, and empowerment in esports and gaming.
The event kicks off with a Logitech G Keynote, broadcast on YouTube via @LogitechG, and sets the tone for the evening highlighting new products, new designs and innovations for gamers, and the future of esports.
Following the Keynote, G2 will host a panel featuring leading women in the industry, and will dive into the defining breakthrough moments that have shaped these women’s careers, as well as the broader challenges and opportunities for women in esports.
- Laure Valée – On-Air Talent
- Athena “Kitty” Jiang – Influencer and content creator
- Michaela “mimi” Lintrup – Professional VALORANT player and G2 Gozen captain
- Petra “Petra” Stoker – Professional VALORANT player for G2 Gozen
- Hosted by ChelseaBytes – G2 content creator and advocate for diversity in gaming
The panel will be broadcast from the G2 HQ in Berlin on mimi’s Twitch channel – mimimimichaela, and feature a Q&A from the live audience. If you’re local to Berlin and would like to attend, let us know and we can add you to the guestlist.
Event Details:
- Date: Wednesday 17 September
- Time: 18:45 CEST
- Location: Berlin @ G2 HQ, online mimimimichaela, and keynote via @LogitechG
- Agenda: Logitech G Keynote, G2 Panel
The post G2 and Logitech G Team Up for Logitech G PLAY 2025: A Celebration of Breakthrough Moments and Women in Esports appeared first on European Gaming Industry News.
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
IGT announced that its much-anticipated Wheel of Fortune Big Money Spin electronic table game (ETG) recently made its world debut at Downtown Grand Casino in Las Vegas, Nev. The vibrant standalone ETG game includes many of the attributes that have propelled the success of the Wheel of Fortune slots franchise for nearly three decades including word puzzles, wheel spins and exciting jackpot rewards. The game is accompanied by an attention-grabbing, 9-plus-feet upright video wheel that stands independent of the ETG terminals and entertains casino guests with the famous “WHEEL-OF-FORTUNE!” chant.
MGM Resorts International has announced that Corey Sanders, Chief Operating Officer, will retire from the company after more than 30 years of dedicated service and leadership. Sanders has agreed to remain COO through Dec. 31, 2025, and to serve as an advisor to the President and CEO through Dec. 31, 2026. The Company intends to name a new COO to serve as Sanders’ successor later this month. Sanders is currently MGM Resorts’ Chief Operating Officer, overseeing the company’s Las Vegas and regional properties as well as multiple corporate departments, including Hospitality, Gaming, Human Resources and Strategic Initiatives. Prior to that, he served as the company’s Chief Financial Officer and Treasurer.
Members of Kletsel Dehe Wintun Nation, the Sherwood Valley Rancheria of Pomo Indians, the Mechoopda Indian Tribe of Chico Rancheria and Big Lagoon Rancheria gathered outside the State Capitol in Sacramento to protest Assembly Bill 831 (AB 831). If passed, the bill would limit economic opportunities available to less wealthy tribes in the state by banning legitimate online social games using sweepstakes promotions. It would also eliminate more than $1 billion of existing economic activity generated by the industry in California, and close off a potential new revenue source for the state via sensible, modern regulation and taxation.
Partnerships
Genius Sports Limited has expanded its long-term partnership with Hard Rock Bet Sportsbook (Hard Rock Bet) to power the top-rated platform with its market-leading official data, trading and marketing solutions, as well as its ground-breaking BetVision product. Genius Sports has worked in partnership with the leading operator since 2021, providing the highest quality official data and pinpoint trading solutions across top tier leagues globally, including the Premier League, Serie A, European Leagues, Liga MX, NFL and more. Hard Rock Bet will be able to provide its customers with Genius Sports’ first-of-its-kind BetVision low latency streaming solution.
Quick Custom Intelligence (QCI), a leading provider of data-driven casino intelligence and player engagement platforms, has announced that Dania Beach Casino is continuing to benefit from its deployment of the QCI Nimble platform. While the property currently focuses on the QCI Host and QCI Marketing modules, it has expressed enthusiasm about the capabilities of the new AGI56 release and its impact on future customer engagement strategies. AGI56 represents the most ambitious release in QCI’s history, with the platform undergoing a full refresh of its technology stack, improved integration of advanced analytics, and the introduction of generative AI-driven tooling through Chatalytics.com. QCI’s platform is currently deployed in more than 350 casinos worldwide.
The post Gaming Americas Weekly Roundup – September 8-15 appeared first on European Gaming Industry News.
The iGaming industry is one of the fastest-changing landscapes in the world. New technologies, shifting regulations, and evolving player expectations create both challenges and enormous opportunities. In this environment, only those who dare to innovate, adapt, and partner wisely are able to thrive.
One company that embodies this journey is Stellar Bets — an ambitious software provider that began in Africa and is now preparing to reshape the future of retail betting in Europe. Our story is not just about creating games. It’s about building a complete ecosystem for operators, affiliates, and entrepreneurs — and opening doors for long-term partnerships across continents.
🌍 Humble Beginnings, Bold Vision
When we entered the African market, the industry was already crowded with solutions. Many thought there was little room left for innovation. But we believed otherwise.
From the start, we knew the secret to success wasn’t just about building games — it was about designing ecosystems. Operators needed more than entertainment; they needed reliable tools, sustainable margins, and technology that would support them in real conditions — including low internet speeds, limited hardware, and highly competitive retail environments.
Our first big step was the launch of Stellar Rocket, a crash game that quickly captured the imagination of African players. With stunning visuals, a dynamic multiplier, and an innovative balance between player wins and operator profitability, it became much more than just a game — it became a movement.
Within months, betting shops from Nigeria to Kenya were reporting higher engagement, stronger retention, and more stable revenue. The success of Stellar Rocket proved that innovation could transform even the most traditional retail setups.
📈 Growth Backed by Numbers
Success stories are powerful, but in iGaming the numbers matter most.
- In 2024–2025, Stellar Bets expanded into more than 15 African countries.
- Successfully achieved the ideal balance between player satisfaction and operator profitability with our Next-Gen RTP System.
- Operators reported 30–45% revenue growth after integrating our solutions.
This growth wasn’t accidental. It came from a deep commitment to R&D, continuous improvement, and a philosophy that sees technology as a service to both operators and players.
And here’s the key: we didn’t just help operators earn more — we also made sure players enjoyed fairer, more exciting experiences. In a market where achieving both can be challenging, this balance clearly sets Stellar Bets apart.
🎮 Beyond Games: Building an Ecosystem
The heart of Stellar Bets has always been innovation, but we quickly realized that individual games are not enough. Operators need comprehensive solutions to scale their business.
That’s why we built an ecosystem:
- Stellar Box — a plug-and-play solution that allows operators to deploy instantly.
- Stellar Kiosk — an all-in-one machine with built-in computer and receipt printer.
- Cloud-based admin tools — for user management, analytics, and cashier control.
- Proprietary hardware — designed for stable operation even in areas with low bandwidth.
- AI-powered RTP engine — balancing fairness for players and profits for operators.
And perhaps the most groundbreaking innovation of all — HomePlay.
📱 HomePlay: Bridging Offline and Online
Retail betting shops are still the heartbeat of many markets. But until recently, their biggest limitation was the number of physical terminals. Only so many customers could play at the same time.
With HomePlay, we changed that forever.
This breakthrough technology transforms every smartphone inside a betting shop into a personal gaming station. Customers join live Stellar Rocket sessions using their own devices, while the cashier desk continues to handle all deposits and withdrawals.
✅ No waiting lines.
✅ No need for extra hardware.
✅ Every customer becomes an active participant.
✅ Revenue per square meter grows exponentially.
In essence, HomePlay gave new life to retail betting, transforming it from a simple place to play into a vibrant community where thousands of players share emotions and experiences — while providing operators with a scalable, compliant, and seamlessly integrated tool.
For many partners, this feature alone was a game-changer — and it’s one of the clearest examples of how Stellar Bets delivers innovation designed for real-world business impact.
💡 The Secret Behind Our Success
One question we often get is: how can a startup compete with legacy companies in the iGaming space?
The answer is simple — being a startup is our biggest advantage.
🔹 Agility over bureaucracy — We test, pivot, and bring innovations to market quickly, while larger companies get stuck in long decision-making cycles.
🔹 Innovation in our DNA — We don’t just rely on proven models. We experiment, take risks, and introduce features that others are too slow to try.
🔹 Closer to the player — Our teams listen, analyze, and adapt in real time, creating products that reflect what players actually want.
🔹 Growth mindset — Every market matters. Every operator matters. Every affiliate matters. For us, every partnership is a chance to grow together.
🔹 Constant rapid development — We continuously expand our product portfolio, scale operations, and evolve to meet the needs of new markets.
But above all, we recognize the importance of technological excellence — investing in R&D, proprietary hardware, and resilient software that deliver security, stability, and reliability for both operators and players. It’s this mindset that has powered Stellar Bets from a small startup into one of the most recognized software providers in Africa.
🤝 Reshaping the Future of iGaming Together
After building a strong foundation across Africa, we are now preparing for the next chapter — entering the European market. We see great potential in several EU countries where many operators still depend on outdated systems and solutions.
Our goal is not just to expand, but to bring real value: technology that has proven itself in highly competitive retail environments, tools that balance innovation with compliance, and products that boost both player satisfaction and operator revenue.
For us, Europe is an opportunity to share what we’ve learned, adapt to new contexts, and grow together with forward-looking partners who are ready for benefit from:
✅ A personal account manager.
✅ 24/7 technical support.
✅ Access to a constantly evolving ecosystem.
We know our success depends on the success of our partners. That’s why we treat every collaboration as a joint venture — where both sides grow together.
And here’s our invitation: if you are looking for an iGaming software partner who delivers not just games, but full-scale solutions designed for growth — Stellar Bets is ready to work with you. Let’s reshape the future of iGaming — together.
📩 Contact us: [email protected]
🌐 Visit: stellar-bets.com
💼 LinkedIn: Stellar Bets
The post 🚀 Stellar Soft: From Africa’s Betting Shops to the Future of Global iGaming appeared first on European Gaming Industry News.
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