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From Cost Center to Growth Driver: Rethinking Geolocation in a Regulated World

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In a fragmented and fast-evolving regulatory landscape, geolocation has become a critical pillar of compliance, fraud prevention, and operational strategy. But as new formats like sweepstakes, prediction markets, and DFS+ gain traction, and new global markets opening up, operators face increasing pressure to adopt location solutions that are not just accurate, but adaptive.

Ron Braunfeld, Chief Revenue Officer at Xpoint, shares his perspective on how operators can navigate this complex ecosystem, what trends are shaping demand, and how early client feedback has helped define a smarter approach to geo-compliance.

 

In a market crowded with both low-cost entrants and premium vendors, how should operators navigate the geolocation landscape to ensure they get the best solution for them?

Operators should look beyond sticker price and evaluate geolocation providers on overall value and risk mitigation. It’s easy to be tempted by bare-bones, bargain offerings that perform only basic location checks, but those can leave compliance gaps or blind spots. In contrast, premium solutions tend to bundle critical features like fraud detection, high uptime, and real-time support as standard features, turning geolocation from a mere checkbox into a comprehensive compliance tool.

Operators should select a partner that scales with their business. For example, a startup might start with a usage-based plan and expand as it grows, while a large multi-state operator should see volume-based discounts. In short, the best approach is to weigh long-term reliability and capability over rock-bottom cost, ensuring the geolocation service can prevent costly missteps and even unlock useful insights, not just verify a location.

 

Which verticals or regions have shown the biggest, unexpected appetite for precise location verification?

One surprising vertical has been daily fantasy sports (DFS). Initially, DFS platforms weren’t under the same strict state-by-state regulations as sportsbooks or online casinos, so many assumed they’d take a minimal compliance approach. Instead, as DFS grew, operators became highly proactive. Mature DFS companies began demanding the same level of precision and fraud resistance as regulated betting operators, recognizing that even a small number of out-of-state users slipping through could pose serious legal and reputational risks​.

Another unexpectedly hungry segment is sweepstakes and skill-gaming platforms. These businesses occupy a gray area in terms of gambling law – sweepstakes-based casinos or prize games aren’t clearly ‘gambling’ in the traditional sense. With legal scrutiny mounting, states are already debating whether sweepstakes constitute gambling, proactive operators have implemented precise geolocation controls. Some have even asked providers for state-by-state geofencing to ensure they don’t inadvertently allow play from jurisdictions that might challenge their model​. It’s essentially anticipating regulation. By acting as if they are regulated and rigorously geofencing where users can participate, they demonstrate a commitment to operating above board. It shows that across the board, from fantasy sports to sweepstakes games, the industry increasingly views precise location tech not just as a legal hurdle, but as a foundation for a trustworthy, scalable operation.

 

Which upcoming innovations or market trends do you expect will have the biggest impact on geo-compliance demand over the next two years?

Several forces are converging to reshape the future of geo-compliance. Geolocation is becoming deeply integrated into the broader security and personalization stack. The most forward-thinking operators are starting to link location intelligence with fraud prevention, responsible gaming, and even targeted marketing. In the next two years, the biggest differentiators won’t just be accuracy or uptime, they will be the ability to power multiple use cases from a single, trusted location platform.

Meanwhile, global market expansion is driving both scale and complexity. Jurisdictions such as Brazil and the UAE are rolling out or tightening their regulatory frameworks, often requiring location validation as a condition of licensure. This will push operators to adopt flexible, modular compliance infrastructure that can be customized market by market, as more areas continue to regulate.

 

How does early adopter feedback shape your commercial and product roadmap, and what’s a key lesson you’ve learned from client insights?

Client feedback is often the earliest signal of where the market is heading. Operators on the front lines, especially those pioneering new betting formats or entering emerging jurisdictions, tend to uncover challenges that aren’t yet on most providers’ radar. Listening to those early adopters can reveal opportunities to build products that solve real pain points, not just theoretical ones.

Another recurring theme is the need for transparency and flexibility in partnerships. Leading operators now expect their compliance agreements to function as living, breathing documents, regularly updated to mirror regulatory shifts, market developments, and evolving risk profiles. Providers that explain their data sources clearly, pivot swiftly when rules change, and scale support in lockstep with client growth earn lasting trust. This feedback loop, where operators push boundaries and providers refine solutions, has emerged as a core driver of innovation in geolocation. Partnerships are no longer static contracts, they’re collaborative roadmaps for confident, sustainable expansion.

 

The post From Cost Center to Growth Driver: Rethinking Geolocation in a Regulated World appeared first on European Gaming Industry News.

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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HIPTHER Welcomes Daniela Zelená as New Marketing & Community Engagement Coordinator

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HIPTHER, the leading media and events hub connecting Gaming and Technology sectors across Europe and beyond, is thrilled to officially announce that Daniela Zelená has joined the team as Marketing & Community Engagement Coordinator.

Daniela, who most recently served as Event Marketing Manager at Endorphina, brings with her a wealth of industry experience, creativity, and a deep understanding of community-driven engagement. Her passion for authentic connection and audience-first thinking perfectly aligns with HIPTHER’s mission to elevate both digital and in-person experiences across its events, media, and community initiatives.

Daniela officially joined the HIPTHER team one month ago and has already become an integral part of our fast-moving ecosystem. From leading communications across key channels to launching new community formats and audience engagement strategies, she is helping shape the next phase of HIPTHER’s expansion.

Zoltán Tűndik, Co-Founder and Head of Business at HIPTHER, commented: ”Daniela’s experience, energy, and approach to marketing and community-building is exactly what HIPTHER needs as we grow. We’re building something unique here, and we are excited to have her on this journey with us.”

With Daniela’s expertise and vision, HIPTHER is further strengthening its commitment to creative content, meaningful industry dialogue, and a vibrant community that goes beyond events.

Join us in welcoming Daniela to team #hipthers, and stay tuned as we continue to roll out new initiatives designed to connect and inspire the Gaming & TECH community in bold new ways.

 

About HIPTHER

HIPTHER is the leading conference organizer and media agency for Gaming and Technology industries across Europe and the Americas. Through its events, digital media platforms, and original content, HIPTHER connects innovators, operators, and thought leaders across Gaming, eSports, Fintech, Blockchain, AI, and more.

For more information, visit www.hipther.com or follow us on LinkedIn and Instagram.

The post HIPTHER Welcomes Daniela Zelená as New Marketing & Community Engagement Coordinator appeared first on European Gaming Industry News.

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Incline Gaming Marketing strengthens executive team with internal promotions

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Incline Gaming Marketing, the provider of specialist digital marketing services for the global regulated gaming market, has strengthened its executive team with two internal promotions.

The first sees Joanne (Jo) Dennis become Chief Commercial Officer, having been Director of UK/EMEA for the past 14 months.

Jo became part of the Incline team after the business acquired Random Colour Animal, which she co-founded, bringing with her more than 25 years of experience in brand, marketing and commercial strategy.

As CCO, Jo has been tasked with overseeing business development, account management and partner success worldwide.

She will lead the full commercial lifecycle for Incline’s suite of services, developing ambitious sales and growth strategies and overseeing their execution.

Her remit also centres on expanding Incline’s client portfolio across the globe and driving expert account direction to strengthen partnerships and deliver measurable value.

The second promotion sees Oren Langburt, former VP of CRM Marketing, promoted to Chief Marketing Officer, expending his remit to lead the CRM and User Acquisition divisions globally.

As part of the founding Incline team, Langburt has played a pivotal role in the company’s growth trajectory. He has been instrumental in scaling the agency’s CRM managed services business, shaping a best-in-class offering grounded in Incline’s deep industry expertise.

Langburt brings more than 15 years of marketing experience, including leadership roles at some of the biggest companies in the industry, including the likes of FanDuel.

As CMO, he will focus on unifying performance strategy across acquisition and retention ensuring clients see the full impact of Incline’s integrated services model.

Jo DennisChief Commercial Officer at Incline Gaming Marketing, said: “It’s an exciting time to be taking on the CCO role and growth journey for the business.

“We have achieved huge success across The Americas, Europe, Africa and beyond with our user acquisition, CRM and creative design services, and are now taking this momentum to the next level. 

“We are the only digital marketing and creative agency that is focused on, and specialises in, the regulated global gambling industry. Our deep level of multi-market expertise, and operator-side experience within the Incline team, gives us the edge. 

“In the role of CCO, my focus is on providing even more value to our new and existing partners, driving performance-led success across our full suite of digital marketing and creative activities.” 

Oren Langburt, Chief Marketing Officer at Incline Gaming Marketing, added: “I’m incredibly excited to step into this role and continue building on the momentum we’ve created at Incline. We have an exceptional team and I’m energized by the opportunity to help shape the future of how we drive further growth for our partners. My focus will be on empowering our teams, deepening client partnerships, and continuing to push the boundaries of what performance marketing in igaming can be.”

The appointments come ahead of the Canadian Gaming Summit, which takes place from 17 – 19 June, where Incline Gaming Marketing will be in attendance; as well as IGB Live in London from 2 – 3 July.

The post Incline Gaming Marketing strengthens executive team with internal promotions appeared first on European Gaming Industry News.

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Ezugi ups the tempo with EZ Speed Bingo 90, a fast-paced bingo experience

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Ezugi has unveiled EZ Speed Bingo 90, an innovative speed version of the classic bingo game with shortened wait time between rounds.

EZ Speed Bingo 90 stays true to the traditional 90-ball bingo format and rules, while each round plays out in just one minute (compared to a typical four to five minutes for standard EZ Bingo). Players place their bets on randomly generated virtual 3×5 bingo tickets. As numbers are generated, they automatically get marked on the tickets, creating a smooth, seamless and intuitive experience for players.

With multilingual number announcements and locally adapted versions, including regionally themed backgrounds, EZ Speed Bingo 90 allows operators to offer a culturally relevant and immersive experience for their players globally. EZ Speed Bingo 90 is available for direct integration via Ezugi or Evolution’s One Stop Shop (OSS) integration engine.

Pang Wee Goh, Chief Commercial Officer at Ezugi, said: “EZ Speed Bingo 90 is a great example of how we continue to refresh and re-energise classic game formats with player-focused innovation and technology. The game stays true to the essence of 90-ball bingo while offering faster and more exciting gameplay that meets today’s demand for rapid, engaging entertainment.”

Goh continued: “During the soft launch, we received fantastic feedback from operators, especially on the localised versions that reflect player preferences across different regions. EZ Speed Bingo 90 reflects our core mission: to deliver smart, exciting and accessible gaming experiences that stand out. Whilst EZ Speed Bingo 90 is fast-paced and offers short, dynamic sessions, it’s easy to pick up. We are confident this modern twist on a classic game will be a big hit with traditional bingo fans and new generations of players.”

The post Ezugi ups the tempo with EZ Speed Bingo 90, a fast-paced bingo experience appeared first on European Gaming Industry News.

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