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Special Interview: A Conversation with Tom Farrell, CMO of ClearStake
Affordability is currently the word on everyone’s lips. Operators continue to face a ‘sustainability conundrum’ – they must fulfil their regulatory obligations and commitments to player protection, while ensuring their business remains profitable. For many, affordability can spell disaster, with up to 90% of customers lost when asked to prove they have the money they are wanting to spend. However, using Open Banking to carry out these financial checks as quickly as possible may be the answer to boosting retention and retaining otherwise lost revenues.
The DCMS recently published a public consultation on the UK gambling White Paper, while the Gambling Commission launched its own on financial risk checks, bringing their importance of affordability to the top of the agenda – but operators must now strike the balance between minimising harm and maximising revenue. Affordability checks that take too long risk sending customers to competitors, or worse, the black market.
One of the key remedies to the high level of churn experienced in the past is making sure financial risk checks can be carried out quickly and with as little friction as possible, so that customers can complete them with as much ease as approving a payment while online shopping. Operators have to reach a decision quickly because the longer players wait, the more likely it is they will go elsewhere while they’re waiting.
Of course, there are some people who under no circumstances will share financial data with someone like a gambling operator. There’s also a group of people who won’t share data because they know they are gambling beyond their means. This is of course the system working as it should and that’s a good thing. But there’s a third group of people for whom it’s too much effort. They’re asked to provide bank statements, at which point they go to a competitor, as the hoops they have to jump through are not worth it.
For a customer using Open Bank technology, such as ClearStake, what used to involve downloading and printing bank statements and a wait while the operator reviews the data, now takes just 30 seconds and a few clicks. A decision is recommended to the operator immediately and theoretically, the whole process can take less than a minute. Players click a link, and they are taken to a super slick and simple process where they press a couple of buttons and the relevant financial data is shared securely. They are always in control of their data and they can revoke permission at any time.
Our software categorises every transaction and we can calculate whatever the operator wants to see. It could be disposable income, net gambling spend, total income, or current balance on the account. Our software can also evaluate the rate of change so operators can see accelerating gambling spend or consistently declining savings and work out if the player’s gambling activity is still within the safe bounds of their current financial position.
Without responsible gaming and Enhanced Due Diligence (EDD) checks, gambling risks being over-regulated out of existence as the product will become unprofitable. To answer the sustainability conundrum many operators face, we need to find a middle ground. Sustainability means not letting people spend beyond their means. It means letting people have a bet if they can afford to, while not taking more money than they can spend.
Over the last two or three years, the Gambling Commission got strict on affordability checks. They asked operators how they know someone could afford to lose ‘x’ amount. The White Paper effectively agreed with the Gambling Commission and has clarified that if someone is losing £2,000 in the space of three months or £1,000 in one month, operators should be confident about the player’s financial situation. The headline was that affordability and EDD checks should be taking place.
This discussion around affordability is not only limited to the UK, and we are seeing lawmakers and regulators in several other countries considering measures in this area.
The industry therefore needs to be proactive as the problem will never go away if it keeps allowing people to bet money they don’t have. In the public mind, gambling will have the same fate as cigarettes which are currently being regulated out of existence.
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Parimatch, the global entertainment and betting company, and official partner of Manchester United, UFC, and Leeds United, is joining SIGMA Rome 2025, as its ramps up global expansion and hiring plans.
Guests will step into the iconic vibe of NYC Times Square that Parimatch will bring to Rome. A specially designed space with giant screens, live action, and music will fully immerse guests in non-stop live broadcasts and engaging activities.
For partners and guests, the event offers vibrant networking and a real chance to discuss business and explore partnerships on the spot with top experts from Parimatch
The presence of Parimatch’s Talents Team is also about effective hiring and giving candidates a unique chance to face the brand and step into its culture.
“Events like SIGMA prove that the best connections aren’t made in meeting rooms, but on the ground, with people who share our drive. We are not just chasing new deals — we are hunting for new talent. Our hiring team is raising the bar, going all in on expansion and targeting key strategic roles like Business Development Manager (Payments & Market Entry) — and other A-level players ready to shape the next chapter of Parimatch.” – Alina Lambe, Chief People and Operations Officer, Parimatch.
“We’re attending SiGMA to connect directly with affiliates, partners, and the full Parimatch team. It’s a great opportunity to turn online relationships into real conversations, discuss scaling partnerships, explore custom growth opportunities, and share strategic insights. Visitors will have a chance to meet our key players in 1-on-1 sessions and gain valuable market insights that I’ll be presenting on the main stage. Every moment at SiGMA is designed to engage, inspire, and highlight the scale and vision of our brand.” – MaximMakovetskyi, Head of Affiliates, Parimatch Affiliates.
What is more:
- Parimatch Affiliates – Let’s talk partnership
- Talents – Join the team. We Hire You Win.
- Marketing – Collaborations, promo campaigns, and interviews
- Payments – Solutions and partnership opportunities
- Brand/PR – Co-create media activations and stories
Join the power of Parimatch. Come and experience our bold vision at SIGMA Rome 2025, November 4–6, Booth 5028-1.
The post Parimatch drives global expansion at SIGMA Rome 2025 appeared first on European Gaming Industry News.
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BC.GAME CIS announced that Evgeniy Savin—widely known as KRASAVA—has joined the company as Brand Ambassador for the CIS region. A former professional forward turned creator, club founder, and storyteller, KRASAVA will help BC.GAME CIS connect football culture with fans through creator-led content and community-first engagement.
“KRASAVA brings a rare mix of credibility on the pitch and authenticity behind the camera,” said a BC.GAME CIS spokesperson. “His voice resonates with fans because it’s real—direct, human, and driven by the game itself. That aligns with our ethos of transparent, community-led entertainment. Stay Untamed.”
After his playing career, KRASAVA built one of the most recognized football creator platforms in the Russian-speaking world, transforming match moments and player journeys into stories that travel far beyond any single league. As the founder of KRASAVA FC and a champion of youth development through academy projects, he uses football as both a language and a bridge—connecting players, fans, and communities.
In his new role with BC.GAME CIS, KRASAVA will lead creator-driven initiatives that bring supporters closer to the action—ranging from matchday perspectives and post-game reflections to live activations and community features that move naturally between online and in-person experiences. The focus is simple: make every touchpoint more vivid, more personal, and more memorable.
“This partnership is about telling football the way fans actually experience it,” said KRASAVA. “We’ll build projects that feel honest and close to the game—stories, access, and conversations that put the community first.”
BC.GAME CIS and KRASAVA will coordinate a shared content calendar around key fixtures and football storylines, delivering multilingual formats designed for shareability across platforms. The collaboration prioritizes substance over slogans, with an emphasis on fair, transparent, and genuinely enjoyable entertainment.
The post BC.GAME CIS Appoints KRASAVA as Brand Ambassador appeared first on European Gaming Industry News.
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Million Games has been officially approved by the Swedish Gaming Authority (Spelinspektionen) for a licence to provide commercial online games in Sweden. The milestone marks a major step in the company’s strategic expansion into regulated markets — perfectly timed ahead of Million Games’ appearance at ICE Barcelona 2026.
“This achievement represents more than compliance — it’s a milestone that defines our direction as a company,” said Thomas Nimstad, CEO of Million Games. “Sweden is our home market, and obtaining this licence reinforces our commitment to quality, responsibility and innovation. The timing couldn’t be better as we prepare to showcase our growing portfolio at ICE in Barcelona.”
A licence that opens doors
With the Swedish licence now secured, Million Games is ready to begin the next phase — certifying individual game titles and forming partnerships with Swedish operators and aggregators. The company’s expanding portfolio includes feature-rich video slots, table games, multiplayer formats and instant-win experiences developed in-house and through its Million Stars partner programme.
Million Games will continue aligning its products and internal processes with the highest regulatory standards, ensuring full compliance with Spelinspektionen’s technical requirements and player protection framework.
ICE Barcelona 2026 – a showcase of innovation
As one of the industry’s largest global exhibitions, ICE Barcelona 2026 offers the perfect platform for Million Games to present its vision for regulated market growth. Visitors will find the team at Stand 2C72, where upcoming game releases, partner collaborations and future roadmap highlights will be unveiled.
“Gaining the Swedish licence before ICE is the ideal timing,” Nimstad adds. “It allows us to meet potential partners face-to-face, demonstrate our compliance-ready portfolio, and strengthen Million Games’ position as a trusted, creative studio in regulated markets.”
The post Million Games Secures Swedish Licence Ahead of ICE Barcelona 2026 appeared first on European Gaming Industry News.
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