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Maximising casino cross-sell during the World Cup

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The excitement created by the World Cup is such that it doesn’t just mean huge potential gains for sportsbooks – there is also massive casino cross-sell opportunities to be had.

European Gaming spoke to Alex Bolton, Casino Manager at Mobinc, about the initiatives the company is taking to maximise this potential as the tournament gets into full swing.

 

How big an opportunity is increased sportsbook traffic to operators when it comes to their casino sites?

Sportsbook is just one of the pillars accredited to the success of casinos and there’s plenty more to offer players. That said, the demographic it captures is far more distinct compared to those seen in more traditional gambling models, because in most cases the customer’s enjoyment of watching live sporting events often precedes their interest in betting.

As a result, the opportunity to acquire this particular type of customer is not one that casinos should overlook. A winter World Cup represents a great opportunity for all operators who should expect a rise in engagement with the number of sports fans eager to get involved. The festive season always sees a jump in casino activity, so the synergy we can expect from a corresponding World Cup is incredibly promising. Those who are well prepared can also maximise their revenue by supplying entertainment during the event’s downtime and off-peak matches.

 

How do they attract sportsbook customers to play casino games if they have not done before?

There are several methods for casinos to cross-sell traditional slots to customers that have been acquired by their sportsbook. One of the more popular methods is to run slot-focused promotions on the sportsbook, which gives players the chance to win rewards that are themed around live dealer titles or slots. The key is to showcase the value and experience of these products without customers having to risk their own money.

Moreover, you can cherry-pick a range of particular products to cross-sell to sports bettors, this can certainly enhance their user experience, whilst increasing the overall retention rates. By picking the correct products operators can deliver the optimum betting experience that sports-bettors seek, allowing them to dip in and out while also enjoying the matches.

 

What sort of promotions have you got planned and how will players and providers benefit?

We have several promotions lined up which will be running over the course of the World Cup and we cannot wait to unveil them to our customers, including free spins, deposit bonuses and vouchers redeemable for World Cup matches. The event is guaranteed to be a spectacle and with it occurring once every four years we hope our themed initiatives will be enjoyed by players.

Additionally, with some targeted cross-selling we expect our partner providers will also enjoy a piece of the action in what’s guaranteed to be a very busy time for the industry. With the World Cup just around the corner, we’re eager to get started.

 

Are there regional variations at work here and how do you tailor your offering to specific markets or in countries with teams participating in the World Cup?

We’re delighted to see Canada and Japan qualify for the World Cup; two of the biggest markets we operate in. What makes this more exciting is the fact that this will be Canada’s first-ever appearance in the iconic tournament, allowing us to tap into a brand-new demographic.

Through strategic positioning, we’re aiming to significantly enhance the experience for our Canadian customers as they follow their nation during its exciting World Cup debut. Meanwhile, with Japan being a more experienced participant, their involvement captures a recurring demographic of football fans and we’re primed to take advantage of this.

 

How can casinos convert newly arrived customers on a longer-term basis?

In an extremely competitive environment, to secure long-term conversion operators must provide the best casino experience possible. The quality and quantity of websites facilitating gambling in the current market are incredible, and when the bar is this high there is simply no room for complacency.

The market is also in a constant cycle of change with regulatory and market developments happening all the time. With this in mind, it’s vital for operators to be on the front foot so that they can ensure they’re catering to these changes, whilst simultaneously delivering an exceptional customer experience.

During massive events such as the World Cup, when community spirit is high, word of mouth can do wonders to get new players on board. Ensuring these converted customers stick around as the event comes to an end is the next challenge for operators, but a fluid gaming experience is essential, as are the RNG and live dealer content that complement the sports betting experience.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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The App You Need to Download if You’re Tired of Throwing in League of Legends

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GIANTX launches iTero Standalone — the new and improved version of its AI-powered coaching tool already used by more than half a million players worldwide

If you’ve ever thrown a game because of a bad draft, missed rotations, or your jungler vanished before minute three, there’s now an app that might finally help you clean up your gameplay: iTero.

Developed by the global esports organization GIANTX, the new version of its artificial intelligence training tool —iTero Standalone— arrives with a clear mission: to help players level up their League of Legends performance once and for all.

The new version is fully independent and available for direct download, offering faster performance, better precision, and a smoother overall experience. Lighter, smarter, and more stable, iTero Standalone represents the next step in the evolution of GIANTX’s technology ecosystem, with full control over development and updates.

Founded by Jack Joseph Williams in 2022 and acquired by GIANTX in 2024, iTero Gaming has been developing and refining AI-driven coaching systems for both casual and professional players. Its first virtual coach was designed to enhance the League of Legends experience -developed by Riot Games- by analyzing millions of real matches every patch to deliver personalized recommendations, from strategic macro decisions to champion select choices.

With over 500,000 downloads worldwide, iTero has become one of the most popular performance tools among players of all skill levels. With the release of iTero Standalone, it now aims to become the leading AI coaching platform for gamers.

Five Ways iTero Actually Helps You Get Better at League of Legends

1. It tells you what to pick — and why.

The AI analyzes your team’s and the enemy’s composition to recommend the champion that has the highest chance of winning that game, based on your stats and the current meta. No more questionable picks.

2. And what Build to choose!

After helping you pick the best Champion for the game, the AI also analyzes the enemy composition to decide what the best items, runes, and summoners to take for that specific game. That even includes checking whether anti-heal or anti-shield items are efficient enough to buy!

3. It reviews your matches like a real coach.

After each session, the AI gives data-driven feedback on your macro performance throughout the game and identifies areas you performed well on, and what you struggled with. After ten games, you unlock the AI Macro Coach, which compares your stats with players of your same rank and shows where you’re consistently falling behind.

4. It provides actionable insights about the players in your lobby.

Using its unique data the Scouting Tool provides you with all the information you need to know whilst loading into a game, whether that’s learning that the enemy support loves to invade, your Jungler likes to spend their early game power-farming, or that your lane opponent plays aggressively.

5. All the overlays you expect, and more.

From tracking the gold difference, timing your inhibitor respawns, or quickly checking who has the Baron buff, iTero has every overlay you need to stay on top of your solo queue games.

A New Chapter in the GIANTX Ecosystem

The launch of iTero Standalone reinforces GIANTX’s commitment to technological innovation and expands its presence beyond competition, driving the creation of useful, data-powered products for the gaming and esports community. The organization also practices what it preaches: GIANTX’s performance department already uses AI-based tools to scout talent and support decision-making at the highest competitive level.

With this new version of iTero, GIANTX strengthens its leadership at the intersection of technology, artificial intelligence, and performance, paving the way for a new generation of smarter training in League of Legends —a title that averaged nearly 30 million active players in September 2025 alone.

 

The post The App You Need to Download if You’re Tired of Throwing in League of Legends appeared first on European Gaming Industry News.

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Winning Partnership: Apparat live on bwin in all-German content deal

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Developer of slots with a German accent integrates 43 games with German top operator

Apparat Gaming, the developer of slot games with a German accent, has added yet another big-name operator to its growing list of partners by entering into a partnership with bwin.

Under the agreement, 43 of Apparat Gaming’s unique slots are made available to players of the award-winning online casino brand bwin.

The operator, which belongs to the Entain Group, has now one of the largest Apparat portfolios on the German market online since November, with 43 of the currently 54 Apparat games eligible for approval under German regulations.

The timing for the partnership couldn’t be better, as bwin was one of the major brands sorely missing from Apparat’s customer list for the German market. The addition of Apparat slots to bwin’s gaming lobby will help position the operator in its fight for German market leadership.

Founded just five years ago, Apparat is one of the up-and-coming game developers in regulated markets due to its German approach to development, with a focus on quality, engineering and providing plenty of Augenweide (eye candy) with absolutely no sense of humour(!) to ensure a superior player experience across its games.

This includes titles such as Total Eclipse XXL, 5 Moon Wolf, Fishin’ the Biggest or Gates of Ishtar. The partnership will also include the missing as well as all of Apparat’s future slot releases like the next release, Piggy Balloons.

Martin Frindt, Chief Product Partnership at Apparat Gaming, said: “It’s great to see that bwin understands the language we speak, even though the casino team is made up of Austrians, and has opted to add our slots with a German accent to its game lobby.”

“We now just hope that the German regulator GGL will approve the remaining games as soon as possible.”

Wanja Richter, Director of Gaming North and Central Europe at Entain, added: “Providing players with access to the best content in the business is a major part of our success story to date, and to be able to offer German players slots that have been developed by Apparat Gaming and that truly capture the essence of Germany is a slam dunk for us.”

“We are happy to finally be working with Apparat and hope to get their upcoming games content approved as quickly as possible!”

 

The post Winning Partnership: Apparat live on bwin in all-German content deal appeared first on European Gaming Industry News.

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Not Just Games. Experiences: Interview with Gabor, CPO at DreamPlay

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The iGaming industry has evolved far beyond spinning reels and flashy win screens. Today, it’s a rapidly shifting space where player expectations define innovation. Creativity, data, and emotional design have become central to building not just games — but experiences.

We sat down with Gabor, Chief Product Officer at DreamPlay, to discuss what modern slot development really means, how ideas transform into products, and why the future belongs not to games that are simply entertaining — but to those that resonate.

What makes a slot competitive today — math, visuals, gameplay, or a combination of factors? And which matters most?

Gabor: A great game is like an orchestra: you need every instrument playing in harmony or the whole thing falls apart.

The math and design are the heart and soul of every game — without them, even the best art is just a pretty face. Today’s players also expect to be entertained: strong pacing, polished audiovisuals, and features that feel meaningful, not gimmicky.

I always say that one of the challenges of creating great slots is that you have to be able to tell a whole story just through a push of the button — making them feel exciting while being simple and smooth for the player, but this means a lot of complexity for the creator.

So the real magic happens when everything clicks together. The best slots feel effortless, but behind that effortlessness is a very deliberate balance of math, flow, visuals, and just the right level of innovation.”

When working on a new release, what helps you shape the product vision before development even begins?

Gabor: Ideas can come from anywhere – a family vacation, a conversation, a movie, a meme, pretty much anything you can think of.

Creativity thrives when everyone on the team can chip in with their own ideas – we actively encourage that.

But inspiration alone isn’t enough. Every game needs a clear purpose. Is it pushing boundaries? Refreshing a classic theme? Continuing a successful series? We always start by defining the ‘why.’

Then we let data and experience meet in the middle. When the numbers support the idea and our collective instincts say ‘yes, this will work,’ that’s when a concept becomes a vision worth building.”

Do you see potential for an even closer integration of video games and slots, or are they still two different markets?

Gabor:There’s definitely potential — and honestly, the two worlds have been borrowing from each other for years. iGaming has embraced progression systems, more complex storytelling, achievements… while video games picked up loot boxes and other elements from gambling.

They will never fully merge, because the motivations and regulations are different, but there is clearly much more overlap than 10–15 years ago when these two industries were completely different. Today’s players grew up with games that blend entertainment, challenge, psychology, and reward, and they

expect a different form of entertainment than previous generations.

So we’re moving from ‘old-school gambling’ toward ‘interactive entertainment with a gambling core.’ And that trend will only continue.

Is the industry truly ready for bold experimentation, or does it still prefer playing safe?

Gabor: This is where it gets interesting. The industry loves talking about innovation and bold ideas – but in reality, the audience is still quite conservative. Most players enjoy evolution, not revolution.

We’ve seen a few big hits like Megaways and crash games, but they didn’t throw the core DNA of gambling out the window. These mechanics are mainly focused on enhanced entertainment value and presentation.

So yes, there’s room to experiment, but true format-breaking innovations tend to become niche and usually struggle to gain wider traction. The sweet spot is pushing boundaries without losing the essence of why players show up in the first place.”

What was your first step in iGaming, and when did you realize this was your industry?

Gabor: My start was completely unplanned. I moved to Israel from Hungary at 26, didn’t speak Hebrew yet, and was looking for any English-speaking job. A friend worked at an online casino, said they were hiring, and I thought, ‘Perfect, something temporary to help me get settled, I will find a proper job once my Hebrew improves.”

I have never even tried finding a ‘proper job’ afterward. That ‘temporary’ role turned into a 15+ year career across multiple countries, teams, and roles across casino management and game production — and I’ve loved every minute of it.

This industry is fast, sometimes (often) chaotic, but full of brilliant people and challenges that keep you sharp. Even after all these years, I still wake up excited about what we’re building. It’s hard to imagine doing anything else at this point.”

Final Takeaway

The iGaming industry continues its transformation — not just technologically, but emotionally. As Gabor pointed out throughout our conversation, the future belongs not to those who release the most games, but to those who understand what players truly feel.

We’re seeing a shift toward more immersive, meaningful experiences — where design, psychology, and data work together to create lasting engagement.

And it’s leaders like Gabor — and companies like DreamPlay — who are moving the industry forward, proving that innovation isn’t just about features or mechanics… it’s about connection.

Dream Play’s most recent releases and upcoming products here:

👉 Dream Play

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