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TSG Store hits record-high share in game bookings as the company gets closer to its long-term target
Ten Square Games S.A. reports continued growth in the performance of its proprietary web-based platform, the TSG Store, which in May 2025 accounted for 30% of combined bookings in Fishing Clash and Hunting Clash – the company’s two flagship products. This result marks a major milestone in the development of the platform and brings the Group closer to its strategic target of 25% share in total bookings across the TSG portfolio.
From launch to record-high share
The TSG Store was introduced in May 2023, initially for Fishing Clash, followed by Hunting Clash in September 2023. Designed as a browser-based direct-to-consumer (DTC) platform, it allows players to purchase in-game content outside of traditional app stores. Since its launch, the store has grown steadily in terms of user engagement and transaction volume, supported by ongoing feature enhancements such as dedicated currency, loyalty packs, and exclusive promotions.
In March 2025, the store reached a monthly share of 19.1% in total bookings of the TSG Group. Within that result, Fishing Clash reached 26.1% of its bookings through the TSG Store, while Hunting Clash reached 17.5%. In May 2025, 30% of combined bookings in Fishing Clash and Hunting Clash came through the TSG Store marking the highest levels of bookings through the store to date and bringing it closer to its ultimate goal.
Building value through player communication
The success of the TSG Store has been driven not only by technical enhancements, but also by clear and consistent communication with players about the value and benefits of using the direct-to-consumer platform. A major priority from the outset was ensuring a seamless gameplay experience. This was achieved by introducing dedicated in-game currencies for each title – Fishbucks in Fishing Clash and Deerbucks in Hunting Clash – and by designing a user interface aligned with the look and feel of the games.
The platform’s development was also guided by ongoing discussions with the most engaged user groups, particularly VIP players, who not only provided valuable feedback but also helped promote the store within their clans and player communities. This close relationship with the player base proved essential in building trust and driving store adoption.
– The success of the TSG Store reflects not only product innovation, but also our long-term approach to building a more resilient and profitable business model. What made this possible was close cross-team collaboration – from product and monetization to tech, design, analytics, and community management. Creating your own store that strengthens both the player experience and the company’s financial foundation requires more than infrastructure. It requires shared vision, strategic alignment, and deep understanding of what drives player value. I believe this is just the beginning of what we can achieve.” – commented Grzegorz Gierczyk, Head of Game Services in Ten Square Games S.A.
A strategic tool for profitability
The TSG Store was created as a strategic tool to improve game profitability by reducing commission fees paid to third-party platforms. In the current mobile gaming environment – marked by increasing user acquisition costs and growing competition – optimizing margins has become essential. The store enables Ten Square Games to retain a larger share of player spending without altering its user acquisition strategy.
Players benefit from competitive pricing, bonus content, and additional value, while the company gains improved unit economics, more flexibility in shaping monetization strategies, and a direct relationship with its most engaged users.
Changing market dynamics support long-term growth
In a market shaped by evolving privacy regulations, platform policies, and monetization models, owning part of the payment ecosystem becomes a competitive advantage. The TSG Store is now an integral part of Ten Square Games’ long-term strategy to build a more resilient and profitable business model – one where financial performance and player experience go hand in hand. Following recent legal rulings in the United States and ongoing antitrust proceedings in other jurisdictions, the outlook for DTC platforms has significantly improved.
The post TSG Store hits record-high share in game bookings as the company gets closer to its long-term target appeared first on European Gaming Industry News.
Latest News
GR8 Tech’s Bet It Drives Wraps Season 1 with Stephen Crystal—From Las Vegas Legends to Global Gaming Leadership
GR8 Tech’s drive-time podcast Bet It Drives closes out its debut season in the fast lane with Stephen Crystal, Founder of SCCG Management and a 30+ year veteran of the gaming world. From reshaping tribal and riverboat gaming to owning iconic Las Vegas casinos and driving more than $3 billion in finance, M&A, and technology projects, Stephen has spent his career at the center of the industry’s biggest moves.
In the passenger seat with host Yevhen Krazhan, GR8 Tech’s CSO, Stephen takes listeners from the glitter of Vegas to the global stage—where he has advised 120+ client-partners across 100 countries, built US operations for the UK’s largest bookmaker, and cut high-profile sports betting deals with teams like the Cincinnati Bengals and Vegas Golden Knights.
On this ride, Stephen opens up about:
- Whether industry events really bring the business
- Why he believes in connecting people to people above everything else
- How he’d reshape iGaming conferences (hint: more case studies, less fluff)
- The single-sentence keynote he’d deliver if given the mic
- The people and principles that shaped his journey
- The art of closing deals and the mindset behind his business approach
- Which song he cues up when it’s deal-done time
- His take on when it’s “network” and when it’s definitely “not work”
“Stephen brought the kind of wisdom you only get from decades at the very top of gaming and a career spent building, betting, and believing in people,” said Krazhan. “It was a very inspirational, motivational talk—and Stephen officially earned a Bet It Drives seatbelt of honor.”
As always, Bet It Drives trades the studio for the streets of London, filming each episode entirely on the move with a multi-camera crew capturing both the ride and the real talk. The result is a podcast that has blended insider insights with unscripted, human moments all season long—from Alex Pratt and Helen Walton to Rohini Sardana, and now Stephen Crystal in the finale.
Watch Episode 4 with Stephen Crystal now on YouTube, Spotify, and Apple Podcasts.
That’s a wrap for Season 1. But don’t unbuckle just yet—Bet It Drives will be back soon. Follow GR8 Tech and stay tuned: Season 2 is already on the horizon, promising more bold voices, more candid conversations, and more reasons to hit play.
The post GR8 Tech’s Bet It Drives Wraps Season 1 with Stephen Crystal—From Las Vegas Legends to Global Gaming Leadership appeared first on European Gaming Industry News.
SOFTSWISS, a global tech provider with over 15 years of iGaming expertise, announces that its Head of Anti-Money Laundering (AML) team, Eleni Panagiotopoulou, has been invited to deliver a lecture for AML Fundamentals, the newly launched training programme by Sumsub Academy. The course, which goes live on 15 September 2025, offers free online access to compliance professionals worldwide.
AML has become one of the most pressing topics for a wide range of highly regulated sectors. Regulators are intensifying oversight, and companies face increasing responsibilities to safeguard their operations and the wider financial system. Against this backdrop, Eleni’s participation underscores both SOFTSWISS’s expertise in compliance and its commitment to supporting the iGaming industry.
Drawing on her experience across operators, regulators, and compliance leadership roles, Eleni participates in the iGaming-focused module of the six-part course. Her sessions explore how money laundering risks manifest in casinos, betting platforms, lotteries, and online gaming environments, and how operators can strengthen their frameworks to meet evolving regulatory expectations.
Speaking ahead of the course launch, Eleni Panagiotopoulou said: “iGaming is one of the fastest-paced and high-risk sectors when it comes to financial crime. In countries where gaming is a cornerstone of the economy, AML compliance isn’t just a regulatory requirement; it’s a business imperative. Through this course, I look forward to sharing practical, industry-specific insights that compliance teams can put into action straight away.”
Natalie Buraimoh, Head of AML Product at Sumsub, added: “We’re pleased to be working with leading partners like SOFTSWISS to bring additional iGaming expertise into this course, helping professionals address some of the sector’s most complex AML challenges. After ten years of helping businesses navigate compliance, we know how quickly AML requirements evolve, and our aim is to deliver accessible training that professionals at every level can apply in their daily work.”
The Sumsub Academy AML Fundamentals course brings together leading experts from across the financial crime prevention space, including specialists in fintech, payments, and crypto. Participants who complete the programme will receive a shareable AML certificate.
For SOFTSWISS, this appointment highlights the company’s growing influence in global compliance conversations, while reinforcing its deep roots in Malta’s iGaming ecosystem.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Platform, and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
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World’s largest online casino operator is first to introduce Animo’s live-action, animated hosts designed specifically for iGaming sector
Animo Studios, founded by top livestreamer and Fortnite champion Harley Fresh, has launched a suite of live, animated characters for live online games, exclusively on Stake for a limited time.
Through a combination of advanced motion capture, live broadcasting, machine learning, and proprietary software and hardware, Animo allows human hosts to transform into live-action characters with unique names, storylines, and personalities. These characters have been created to provide an incredibly immersive experience for online gamers and bettors.
Animo’s proprietary technology is also designed to scale, with ambitions to extend beyond table games and into live game shows, with other products in development. This partnership unlocks vast potential for IP and branding in the live sector, where Animo’s team have joined forces with IP veterans, who have executed campaigns with Netflix, Warner Bros and Universal Studios, among others.
https://www.youtube.com/watch?v=jLe-iZdD0Sw
“Animo is set to reshape table games, game shows, and beyond, reimagining how we play, connect, and engage online,” said Animo CEO Fresh, who boasts almost 8 million subscribers on YouTube. “The live entertainment space has stagnated for too long, and we see enormous potential to bridge the gap between gaming and iGaming.”
Real-time interaction
Animo’s animated hosts interact with physical objects in immersive environments. Players can communicate directly with their hosts, creating a new level of engagement and trust.
Animo will also offer celebrities and influencers the opportunity to insert IP-based characters into platforms, game shows, and other formats – bringing their profile to a wider audience.
“Animo’s innovative use of software and hardware pushes the entertainment experience to the next level,” said Brais Pena, Chief Strategy Officer of Easygo, the Melbourne-based tech powerhouse behind Stake. “It’s exactly the type of project we want to support.”
Animo is positioned to attract entirely new audiences and bring online players back to live table games. It has partnered with some of the world’s largest iGaming operators and aggregators, starting exclusively with Stake after going live for the first time on Monday 8 September.
The post Animo Studios debuts virtual hosts for live table games starting with Stake appeared first on European Gaming Industry News.
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