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The International Casinos Exhibition (ICE) is the world’s leading innovation showcase for the gaming industry. Next year it will be coming to the city of London, and by the look of ticket sales, it is already incredibly popular.

Indeed, standing tickets are already 85% sold out a full nine months before the event. These statistics demonstrate that the event is currently on course to be just as big as the incredible London ICE show of 2020, which occurred just before the pandemic truly hit the country.

According to sources, this desire for tickets is a result of last year’s event’s success and thanks to many big-name land-based providers already confirming their attendance.

Stuart Hunter, the managing director at Clarion Gaming Events (the organisers of the convention), has said that “We set ourselves some demanding targets in terms of engaging with our customers, and I’m delighted to say those targets have been surpassed.”

He went on to add that “it’s clear from the anecdotal feedback, from the independent research that we have commissioned and most significantly from the volume of re-books, that exhibitors at ICE London 2022 enjoyed a hugely successful return to the show floor after a two-year absence due to the Covid restrictions.” As hunter said, many event attendees booked their tickets to the 2023 show whilst at the 2022 show, determined not to be disappointed.

The 2022 show was an amazing success by all accounts, hosting many of the industry’s leading charities and strategic bodies, including the European Casino Association (ECA), the International Association of Gaming Advisors and the International Association of Gaming Regulators.

Getting to the ICE event in 2023 has also been made that much easier thanks to the new Elizabeth Tube Line, which now connects central London to the event venue – the ExCeL London.

Hunter has said that the new line is a “game-changer on many different levels, not least the access it provides to many hundreds of central London hotels which are now a 12-minute journey from ExCeL courtesy of the Elizabeth Line’s state-of-the-art, high-speed trains.”

The line’s completion could not have been better timed to deal with the influx of domestic and international visitors that will want to work their way across London to the event.

The online casino company, 888 Holdings plc, has just restructured its board by announcing three new non-executive directors. Andrea Gisle Joosen, Andria Vidler and Randy Freer will all join 888’s board in an independent capacity, meaning they will be consulted on the company’s running but will not have any executive powers.

The appointments follow an executive reshuffle prompted by 888’s acquisition of William Hill’s European retail and online assets, a deal worth £1.95bn.

Andrea Gisle Joosen has a range of experience and has served as a non-executive director at Mr Green before William Hill acquired it in 2018. Before that, she served as Acast AB’s chair and as a non-executive director at ICA Gruppen and James Hardie Industries. Joosen also currently serves on the boards of Currys in the UK and Billerud AB in Sweden.

Andria Vidler’s background, on the other hand, is centred around marketing and technology. Her previous positions include the CEO of Tag EMEA and a range of different roles in C-Suite positions at the BBC and Bauer Media.

Randy Freer finally is CEO of brand consultancy The Freer Company, before which he was the CEO of Hulu and COO at Fox Networks Group, which includes National Geographic.

As mentioned, these new appointments resulted from 888 completing a huge acquisition of all of William Hill’s non-US assets. With all these new resources, including land-based bookmakers, which 888 will have never owned, new blood seems to have been brought on board to help guide the business’ future. However, what will stay the same is Itai Pazner’s position as CEO with Yariv Dafna as group CFO.

Lord Mendelsohn, Non-Executive Chairman of 888 Holdings Plc, said: “It gives me great pleasure to welcome three outstanding candidates in Andrea, Andria and Randy, to the board of 888. As well as further strengthening the Group’s corporate governance structure, they each bring extensive and highly relevant skills and experience to our board which will be of significant benefit to the Group as it delivers its long-term strategic objectives as an enlarged business post the completion of our acquisition of William Hill. 888 has a number of very exciting opportunities ahead, and I am looking forward to working closely with our strengthened board to continue to deliver the Group’s growth strategy and generate further stakeholder value.”

In addition to these three new non-exec board members, there are rumours that 888 is planning to add a further board member in Ori Shaked. Shaked is a notable gaming entrepreneur and someone with a great depth of experience in the industry. However, this latest addition is still subject to various regulatory approvals, which are uncompleted.

iSoftBet has pulled another rabbit out of its hat, continuing to amaze players with its slot machines. One of the latest releases, released on June 8th, is called Aztec Gold Mines and is exciting both from the graphics and gameplay point of view. This title follows-up a saga seeing already two other titles released by this well-known provider, which are Aztec Gold and Gold Digger Mines. From the point of view of the setting, therefore, it combines two themes widely used not only by iSoftBet but, in general, by the creators of games for online casinos. On the one hand, the player can return to explore the ancient ruins of the Aztecs, the population that inhabited Central America before the arrival of Christopher Columbus and the Conquistadores.is exploited theme of the gold mine in which to look for and find great riches, which are what the players are always looking for.

The characteristics of Aztec Gold Mines

Aztec Gold Mines is therefore an exotic adventure with vibrant colors that will amaze you with some of its features. The game layout, which is nestled amidst the lush vegetation of the forest, is a 5×5 square and the ways of scrolling the reels are decidedly original. You don’t have the usual alternation of symbols, but you can find only two elements behind the boxes that make up the scheme. The first is a multiplier that increases your income, which you can cash out whenever you want. The second, however, is the “Montezuma Mines”, the mines of Motezuma, which on the contrary make you lose everything you have accumulated up to that moment. The interesting thing about the gameplay is that you choose which tiles to discover, and you always decide how many Montezuma Mines will be in play. Of course, the higher the number you set, the easier it will be to lose; but, on the other hand, the multipliers will grow even faster.

The latest releases of iSoftBet

Aztec Gold Mines follow other titles that have likewise recently been released by this software provider that have amazed players with strong innovation they have introduced in the world of online casinos. For example, the Musketeer Megaways – Richelieu Riches slot, which is part of the successful Twisted Tales series, allows you to play on four or only one game. However, it must be admitted that the game modes of Aztec Gold Mines are truly new, except for Gold Digger Mines. We note how iSoftBet has a tendency to retain its players with serial titles. The Gold Digger series includes two other previous slots, Gold Digger and Gold Digger Megaways. The latest released version, Gold Digger Mines, has a similar layout and gameplay to Aztec Gold Mines. It can therefore be assumed that other slots of the “mines” series will come out, which will allow you to have fun without paylines and winning combinations, but taking the reins of each game yourself to decide which boxes to spin and how many risks to run, adjusting accordingly also the volatility of the game.

Who is iSoftBet

Surely it does not need many introductions, but it seems only right to say a few words to describe iSoftbet, a software provider that is proving to be one of the most innovative and also one of the most daring in the current iGaming panorama. The motto of the house is “serious fun”, that is to say that it is recognized that play is a serious thing and should be treated as such. This means that the goal of every publication is to entertain the public, but this task is taken with great seriousness and with the consequent commitment that it requires to make a high quality slot machine. The values ​​that have always come first for this company are: passion, curiosity and respect. Respect is understood both towards all the iSoftBet staff, who every day strives to give their best, and towards the public of players, who always ask for the best, and deserve it.

To date, the iSoftBet portfolio includes over 150 branded slot machines, not to mention the huge amount of titles that are hosted on the GAP, Game Aggregation Platform. We are talking about about 8000 third-party titles, among which we remember names like Red Tiger Gaming, Pariplay, Ainsworth. iSoftBet is an excellent commercial partner for other providers and for online gambling operators; This is because, in addition to producing quality games and having an aggregation platform, it also provides sophisticated marketing tools aimed at involving the player.

Last but not least, this provider has some of the certifications in the world of online gambling, and for this reason it operates in some of the major world markets such as the United Kingdom, Greece, Spain, Romania, Portugal, Hungary, Malta and Italy.

Expectations for Aztec Gold Mines

Aztec Gold Mines is therefore the latest slot to arrive at iSoftBet, and there are high expectations towards it, given the innovative nature of the format. Mark Claxton, Head of Games at iSoftBet, explains what, in the opinion of the operations team, is the strength of this game: having graphics that are reminiscent of classic slots, but at the same time exhibiting new and fresh gameplay, suitable for players. last generation. This is why Claxton says he is thrilled to have been able to add Aztec Gold Mines to the iSoftBet games portfolio, also saying he is confident that it will represent an added value for all casinos that want to include it in their offer.

Gamzix is ​​a new provider with headquarters in Estonia Cyprus and Ukraine. It was founded in 2020 but it has already conquered key markets in all Europe. They create high-quality slot machine games with unique graphics, and innovative game features. Experience and at least a decade of track records is usually what we see in successful software houses in iGaming industry. However there are exceptions to this rule of sort, and once a year there is a unicorn appearing. This might be well the case with Gamzix and its young and creative team.

In today’s interview we speak with Lidia Kosogova, Gamzix’s CBDO, to learn more about this provider.

You are a very young and promising company, founded in 2020. What is your perspective of the iGaming world and how do you think you can contribute? What are your strengths?

I agree with you, Gamzix is a young and promising company. In my opinion, during these 2 years Gamzix has achieved great results. We have already launched 27 slots, expanded our team up to 40+ employees, got praise from big international companies, conquered the key markets as CIS and Western Europe. Every day we receive positive feedback from our partners and we are proud to create high quality slots with teammates in Estonia, Cyprus and Ukraine.

One of our strengths is a young and ambitious team, Gamzix workshop and trademark. We are proud of our constructor for creating games on the backend which helps a person without a programmer education to create a game, it is very convenient and speeds up all processes. We are also working on a new front-end engine by using the cutting edge technologies. This engine will allow you to create the most complex and cool games according to the latest trends. Run On Reels trademark by Gamzix is our unique game mechanics which activates the random spin from 1 to 4 reels. The amount of reels is random. As well as which exact reel will respin. The mechanics itself also triggers randomly and does not depend on the size of the bet.

I believe that soon Gamzix will become a legendary slot creator that could compete with iGaming mastodons.

We know that you have donated a consistent amount of money to the refugees in Ukraine and part of your team is located there. How do you keep your team motivated in these difficult times?

During the first two weeks of war Gamzix donated more than €35,000 to Ukrainian army and war victims. 100% of salary was paid to everyone, even to those who weren’t able to work during the whole month. Some vacancies were opened specifically for those who lost their jobs with the war outbreak.

We support every team mate. That’s why Gamzix relocated 17 Ukrainian teammates and their families to a safer part of the country and equipped workplaces. Several employees even moved to Gamzix office in Cyprus.

Atmosphere in the team is very important for us, so we’re trying to help our employees both morally and financially.

How many slot games have you released so far and would you describe your game’s style?

For 2 years of work we launched 27 slots. We’re working persistently in order to release two new games each month. In Gamzix portfolio you will find various games: from fun fruity ones to Egyptian and GTA themes. Our aim is to create exciting and entertaining games with a wide range of in-game features which will attract players with different interests.

What is the biggest challenge you face when developing a new slot game?

I suppose that the biggest challenge is to create a slot game which will gain instant popularity. While developing a new slot, we analyze the market, it helps us to understand in which direction we are moving. We share ideas, discuss every step and only then begin working. There are easy and difficult stages of slot development, but at each stage we have maximum concentration and desire to face new challenges and create powerful slots!

What goals do you want to achieve in the next 3 years?

I’ll share our plans for 2022, because nowadays it is hard to build plans for many years beforehand. This year Gamzix is planning to receive MGA and local European markets licenses. We’re also ready to launch 15 new games till the end of the year. Among them will be classic and mini games, crash games with innovative features and slots with new mechanics. Gamzix team will take part in such great iGaming exhibitions as IGB Amsterdam and Sigma Malta 2022.

Can you reveal some previews on Gamzix’s upcoming releases?

I’d like to mention our latest releases – Rich Granny and Book of Cairo slots. These are completely diverse games, but they have so much in common: breathtaking graphics and sounds, attractive in-game features and immersive engine.

I won’t show all our cards, just want to say that in June another great slot by Gamzix will see the iGaming world – Buffalo:Hold the spin which combines the rustic and exciting visuals of wild animals with marvelous sound effects. The game offers 20 paylines, RTP up to 96%, x15,000 max win and 3 types of jackpot: Mini х100, Major x500, MEGA x10000.

Gamzix will definitely continue to surprise gamers, stay tuned! 

On Wednesday, the online sportsbook and casino operator Betsson announced that it had acquired 80% of the shares in sportsbook supplier KickerTech. The shares were bought for €14m, broken down into €6m in cash up front, €4m in cash in six months and a further €4m in either cash or shares in 12 months. This comes as news has also broken that Betsson has recorded record Q3 results.

KickerTech has a team of 50 professionals building advanced odds models, trading technology, and sportsbook features. The team is based in Vilnius, Lithuania. In the last 12 months, ending on 30 September 2022, the acquired business generated revenue of approximately EUR 2.6 million and EBIT of about EUR 1.3 million.

CFO of Betsson Martin Öhman said: “We continue to grow our sportsbook business around the world, and this deal will both strengthen our position as one of the leading B2C sportsbook operators in the market and complement our highly competitive B2B sportsbook proposition.”

Betsson chief executive Pontus Lindwall said: “We are acquiring a proven business with a track record of growth in client base, sportsbook turnover and revenue in the past years. The acquisition will contribute sportsbook functionality, tech development capabilities and new B2B clients. I am very pleased to welcome the new team and clients to the Betsson Group.”

Betsson Future Aspirations

As discussed here, Betsson has broader future aspirations and plans to make more B2B acquisitions thanks to its rising profits.

According to Martin Öhman, the company “has quite a strong balance sheet, and we want to have a strong balance sheet, especially when you are entering rougher times in financial markets.” He continued by saying: “It helps us to deliver on our strategy both organically and through M&A. Having a strong balance sheet helps us have flexibility when growing.”

This advantageous-looking balance sheet should enable Betsson to continue growing its business and help them focus more on B2B expansion.

Lindwall said, “I think when buying this one (Kickertech), we broaden the spectrum of customers we can serve with sportsbook products,” he said. “We can cover much more of the market now globally with these two products.”

Regarding Betsson’s financial progress and its profitability, the company recorded its highest quarterly revenue this quarter, posting revenue of €200.3m, up 17.8% year-on-year. Of this sum, B2B revenue made up €45.1m, a 22% share of the overall total. What’s more interesting about this revenue spike is that sportsbook betting for the company grew much quicker than casino revenue, growing by 45% compared to last year.

Translated to profit, the business made a gross profit of €133.8m in quarter 3. As you’ll not be surprised to know, this figure represents another record for the company and a 21.7% growth compared to 2021.

With huge sporting events such as the football world cup on the horizon and an expansion in sports betting around the world for Betsson, the company could be looking at an exponential trend of sports gambling growing faster than casinos, and yet more high profits being recorded.

From tech start-up to one of online casino’s most beloved suppliers, Play’n GO is now embarking on a new chapter as it expands into the US for the first time. We spoke with Play’n GO’s Games Ambassador George Olekszy to find out what makes the team behind Book of Dead tick.

You started as a small group of tech enthusiasts and have evolved into Play’n GO, one of the most prestigious software houses in the iGaming world. How did you get so far?

We were always passionate about building great games, and that hasn’t changed from when Play’n GO was a small founding team to today when we are nearly 700 strong. The entertainment aspect has always been part of our origin story. It sounds simple, but more than anything we want our slot machines to be fun to play, and in a competitive industry where success is too often measured by growth and player values, that fundamental part can sometimes get lost.

Aside from the games themselves, we’ve also never been afraid to forge our own path. We were building mobile-first before the iPhone had launched, and we prioritised regulated markets when they accounted for just a fraction of the total sector. We always wanted to build something sustainable and for the long-term, and we’re now being rewarded for our long-term vision.

You have introduced a number of innovative features and unique patterns into your games, such as Reverse Clusters and Special Powers. What is the innovation you are most proud of and in which games can we find it?

For us, innovative features are at the heart of everything we do. We build games to be genuinely entertaining and that’s what sets us apart from the rest. We aren’t taking shortcuts, like adding bonus buy features to our titles, because we don’t believe that it’s sustainable or fair to our players. We want our games to be thrilling experiences that players can safely enjoy regardless of whether they win or lose during the session. To achieve this, we need to keep pushing the boundaries of what a slot can be.

Perhaps the type of game we’re most proud of is the grid slot, which we pioneered here at Play’n GO. Many of our grid slots, such as Reactoonz, have quickly become fan favourites. These games are tough to build, and we lean on the unmatched experience and creativity of our team to deliver them.

You recently obtained a licence to operate in Michigan, landing in the US market for the first time. What does it mean to have arrived in one of the most promising markets of the moment?

Bringing our content to the US was always going to be a landmark moment for us. When we first started out at Play’n GO, regulated online casino in the US was a very distant prospect. But in many ways we’ve been preparing for this moment all these years, because our focus has always been on building games for these regulated markets. We’re active in more than 25 of them around the world, and it’s given us unique insight into how to create games that can be responsibly enjoyed while still delivering world-class entertainment.

Our impending launch in Michigan is really just the start of our push in the US. Our forward-thinking team and our portfolio of titles (including the world’s most popular online slot, Book of Dead) is going to be a winning combination in the US. Our aim is to ensure our games are every bit as loved in the country as they already are in other markets around the world. We’re already working hard to bring these titles to regulated states across the US. It’s yet another exciting new chapter in the Play’n GO story.

In terms of content, have you adopted a different marketing strategy between the European market and the North American market? For example, in terms of themes or special features?

There’s a balance to be struck here. Regulated markets tend to share certain principles, but similarly we know we can’t just enter the US and expect everything to work exactly as it has in Europe. For us, the most important thing is to build real partnerships with operators in the US, and be open minded about how we may need to adjust things.

We have absolute confidence in our games, but we’re always looking to listen and learn from partners and find new ways to offer players the very best experience possible. We’re sure Book of Dead will be a smash hit as it has been everywhere else, but we also expect to find games deeper in our portfolio which perhaps prove more popular in certain US markets than they have elsewhere. It’s an ongoing process, but we’re always looking to improve.

Play’n GO is known for their branded slot games inspired by very famous bands and artists like Alice Cooper, Kiss, Annihilator and *NSYNC. We are sure that producing this type of slot requires a different approach than other slot machines. How do you rise to this challenge?

Licensed games can be a little more complicated to build simply because more stakeholders are involved in the process. We’re always focused on building the best game possible, but when IP is involved, we must also make sure the IP holder is happy with the product, and that the game does justice to its subject. It’s a really exciting challenge, and one that inspired some of our very best work.

Our recent *NSYNC Pop is a good example. The game needed to capture the essence of one of the most popular groups of all time, recreating that 90s nostalgia feel while also feeling modern and relevant. And of course it had to meet the expectations of one of music’s most passionate fandoms. We were really happy with the result, which was built around an unusual 2,3,4,3,2 grid layout and gave fans the chance to unite the members of the group on the reels. The game is already performing really well, and that’s because it recreates just a little of that magic of an *NSYNC performance.

Let’s talk about your new games. What can we expect from Play’n GO in the coming weeks and months?

The next couple of months are packed with titles that will keep you firmly on the edge of your seat. To give you a little taste of what’s to come, Dio is the latest rock icon to join our huge collection of music titles in Dio Killing the Dragon where we see the creator of the sign of the horns battle fire-breathing dragons on a musical quest. Boat Bonanza is our take on the classic fishing game and has the potential to net a Mega Catch of prizes. King Arthur returns in the fight for his throne in Clash of Camelot, the sequel to our Arthurian Legend title, Diamonds of the Realm. And Count Jokula is not only the latest, but the spookiest joker to join our renowned Joker Series and promises to be a fang-tastic title! And that’s just to name a few.

In the lead-up to perhaps one of the biggest events in Football this year – the women’s Euros final, sports betting and gaming company Entain has revealed it took more than 1.5 million online bets on the result.

According to a breakdown of its customer data, 46% of these bets came from the UK, with 22% from Germany and 16% from Brazil. The data also showed that female customers placed 14% of these wagers.

Compared to the women’s Euros final of 2017, betting shops Ladbrokes and Coral reported a five-fold increase in the total number of bets on the tournament. This data suggests a huge swell in the interest in the competition and significant growth in the viewership.

Regarding the breakdown of bets, 60% of all outright bets from the UK tipped the English to win the match, with the same being true of domestic bets from Germany supporting their team.

This massive increase in bets on this competition follows a more comprehensive up-tick in betting in the women’s sport in general, with the number of online bets on the 2021-22 Women’s UEFA Champions League 61% higher than the equivalent figure for the 2019-20 tournament.

In addition, the 2021-22 Women’s FA Cup drew 130% more online bets than the 2019-20 event. The proportion of female betters has also increased in recent years, with a 79% increase in women betting on the Women’s FA Cup from 2020 to 2022.

Entain’s managing director for digital in the UK and Ireland, Julie Doleman, making a statement on the changing habits of betting on the sport, said that “Women’s football has seen a phenomenal rise in popularity in recent years, generating an incredible buzz for the sport.”

She continued by saying: “This has also been reflected in betting activity on women’s football matches, which has grown at similarly seismic rates – particularly among female customers”.

Recently, Entain was also named as one of the leading businesses that have joined forces to carry out long-term research exploring the growth in women’s sports.

Entain is to combine with the German Sports University of Cologne and the international Betting Integrity Association – Stats Perform to conduct the research.

According to Entain, the initiative will focus on the “links between the popularity of women’s sports, betting on women’s sports and rising numbers of female sports bettors”.

iSoftbet returns to amaze its customers and all players loyal to this brand with its new slot machine, released on July 6th. Rise of the Genie is a phantasmagoric flying carpet journey, a thousand and one nights adventure where you could rub the lamp and get everything you want and want!

This slot machine features an evil genius, who may be trying to stop your climb to the highest winnings, rather than favor it! You see him camping out in the introductory screens of the game, but also on the reels themselves, when, suddenly, he will cover them entirely with his eyes flashing with anger. The layout of this slot machine is simple, as it consists of 3 reels, 3 lines and 5 paylines. But things are then pleasantly complicated by the “risk & reward” mechanism.

By playing Rise of the Genie, in fact, you are rewarded the more you are able to risk, to hold out without taking your winnings to try to increase them. In the stairs that you find next to the reels you can appreciate your progress, and also decide to cash out at any time. The ladders are filled in different ways depending on the symbols that make up your winning combinations: there are the star and the book, but the symbol that can allow you to win the most is, of course, the lamp you need to summon the genius.

So Rise of the Genie is a very particular slot because if it is true that, as it happens in most slots, it is the case that dominates, it is also true that you partially have the game in hand. In fact, you can decide at any time to stop your advance on the Cash Pots ladder; but if you keep going and get to the top you can win Instant Pays, while the other Cash Pots pay out other additional winnings. As we told you, however, you have to be very careful, because at any moment the evil genius could pop up to ruin all the progress you have managed to collect up to which point!

Get the adrenaline rush of this brand new and sparkling iSoftBet slot machine, which follows equally exciting releases like Tens or Better, Merlin’s Revenge Megaways and Brilliant Diamonds: Hold & Win.

also highlighted the innovative game system used by Rise of the Genie Mark Claxton, Head of Games at iSoftBet,. Claxton said that this slot has the same graphic appeal as all the other products of the provider, but at the same time it is not similar to any other due to the “risk & reward” mechanism it adopts. The player can get busy as much as he wants, but the evil genius could nullify any effort! But one thing can never take away: the fun guaranteed by this new iSoftBet slot, Rise of the Genie!

A lot has changed in the gambling industry and the world since the last ICE London igaming event. This, however, is especially true for the igaming platform provider Gaming Innovation Group (GiG). Chief amongst the company’s changes is its decision to pivot entirely to a B2B operation.

So far, the change seems to suit GiG, with revenue climbing by 28% year-on-year for 2021. Other changes for the company include its acquisition of Spornco, a top-tier sportsbook solution. This is a move that will grow the company’s business into more markets worldwide, offering a new platform.

Head of Sales for GiG, Ricky Ruddock, said in an interview with igamingbusiness.com that “We continue to focus on delivering our strategy in 2022,” adding “, geographical locations do not limit our strategy. We’ll look at opportunities that come up regardless of location and assess them individually.”

A big push for many igaming businesses this year and a focus of the ICE event in London will be how conventional brick and mortar businesses are looking to diversify to online platforms. With Covid and other factors making online gaming a safer option, many companies are looking to make sure they have a solid online presence.

“We’re looking at the opportunities that are interested in, or have made the commitment to, either taking a land-based brand online or simply launching a completely separate online brand,” Ruddock explains. “The goal is to act as the connective tissue between the two channels, to ensure a successful launch”.

“I think we’re in a unique position to offer them the complete end-to-end turnkey solution”, he continues. “Everything from the technology they need to make the breakthrough, to helping with their acquisition, conversion and retention, even the business operations through our managed services solutions.”

Ricky is saying here that for GiG, this transitional market represents a huge opportunity for their company as they can help other operations move online or launch separate branches of their business to cater to this online audience. And ICE is the perfect place to court these opportunities.

Key to this is GiG’s managed services business, something Ruddock views as a key selling point. “If your partner is just a technology provider, you don’t have that managed service support,” he points out. “When there is a need for operators to understand their obligation around player safety and regulatory compliance, for example, who do you turn to?

“What if you’re having problems from a marketing perspective, such as increasing ARPU or reducing churn? Who can you brainstorm with? I’m not saying they necessarily have to engage with us as contractors, but we have that internal knowledge where we can step in and help.”

Ruddock can see GiG acting as a pivotal go-between to open up the online market for some suppliers and help them enter more international markets. GiG has experience in many sectors, including Serbia, Germany, and Croatia.

“Tier one operators have a real appetite for growth and new revenue,” he explains. “That comes from new markets typically, but they may not have the ability or the resource to enter with their current proprietary solution or third-party platform provider.

“So we want to talk to them and help them get into these new markets. By the end of 2022, we’ll be able to offer rapid access to a set of defined markets across the group, with more to be defined and added during 2023, a considerably larger reach than we had before the Sportnco acquisition.”

“This year, our market share has almost doubled, with 14 regulated markets and more than five in the pipeline. With Sportnco, we have a further 11, with five in the pipeline. With both of these together, I don’t think there’ll be many other businesses out there that can give customers access to that many jurisdictions.”

As GiG could be a driving force behind established industry names’ new market entry, Ruddock believes it could play a similar role for the sector’s up-and-coming brands. He explains that as these brands transition from a startup mindset into a growth phase, executives’ concerns inevitably turn to costs.

“They need to look at where they can optimise costs, and we have various productivity solutions that can really help with that,” he says. He picks out IT solutions as an example, noting that adding a degree of automation can be a major source of efficiency for an operator scaling up.
“This is where GiG can increase efficiency by up to 25%. They can invest this surplus in marketing and growth.

“I think sometimes people think we’re not a startup or small business-friendly, but we definitely are,” Ruddock adds. “We’re definitely open to working with smaller businesses and helping take their business to the next level.”

However, giving new players the tools and access to these new markets is only one part of the puzzle. GiG also wants to make sure customer bases for these new businesses can grow sustainably, and player welfare is at the forefront of new online solutions.

“We need to make a conscious effort on keeping players safe,” Ruddock says. “We’d rather see an industry where players are spending small and often and generating money over a longer period of time.”

This includes automated player safety tools built into GiG’s core platform that analyse player patterns and other data to prevent players from dangerous risks.

“We can be proactive on this through AI models, where we can predict with a high level of accuracy, which players are at risk of self-excluding,” he continues. “We can see when these irregularities have happened and when to take action. By being proactive and really looking after our partners will have a more sustainable business over the long term.”

The business is making its ICE debut as a focused and growing B2B provider, and with Sportnco to be integrated, it’s got a sizeable new element to showcase.

“We want to demonstrate the features and functionality of our platform, and how we differentiate ourselves from others, and we will want to show how the sportsbook can compete and compare with others,” Ruddock says.

The value it offers goes beyond products, he adds. “I think [the industry] needs to look beyond just seeing us as a technology provider and how much the solutions cost. I think that’s something that’s massively underrated”.

“From a leadership perspective, we have such strong experience and depth of knowledge, whether that’s from offline or digital. “What we want people to understand is they can trust us because that knowledge filters down to the business or the stakeholders that manage those teams. They really know what they’re talking about.”