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Exclusive Q&A with Michael Hudson, CEO and Co-Founder of GameBake

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Reading Time: 12 minutes

 

We have here with us an entrepreneur who started out quite early in gaming.

Michael Hudson, CEO and Co-Founder of GameBake, talks here about a host of topics:

  • His beginnings as a game developer, his quest to develop a ‘fair, transparent, platform agnostic solution” that allows seamless publishing of games across platforms;
  • His instinct of “running away from the light” and looking for “fringe areas”;
  • What game developers can expect from GameBake;
  • And about the gaming industry across the globe.

This is a bit longer than our usual interviews. But it contains nuanced perspectives expressed in straightforward language that the whole industry should look up and take note.

Over to the interview now!

Q. To start off, tell us about your career. Our readers love to hear top entrepreneurs talk about themselves, especially someone who became one at the age of 13!

A. 13 definitely feels like a lifetime ago now! But yes, I started my career in the games industry at 13 although my life as an entrepreneur goes back a little further than that. Since day one, I’ve always tried to make money – some way, somehow, from car washing to selling sweets at school (the demand was there, with only “healthy” options available at lunch times!)

Like they are for many of us, games have always been of keen interest to me, but unlike most, I always wanted to find out what makes a game and how I could make my own. I think it’s those kinds of questions that I’ve always asked that lead me towards teaching myself how to first build websites to host flash games, and then how to actually build the games themselves.

I first started exploring game development with a tool called GameMaker which is still around today, albeit much more developed than when I started with it all those years ago. Eventually I transitioned to working with Flash and building games for websites such as Newgrounds, which eventually led me to the sponsorship/licensing model and how I made my first $200 licensing my first flash game. My next flash game made over $15,000 in fees and that is when I started to take things a little more seriously because big numbers were involved. Considering I had turned down King (yes, the same King that went on to develop the hit we all know and love) I was clearly starting to move towards developing my hobby into a legit business, in a very natural way.

Since then it has been a rollercoaster with ups, downs and many loops, but it has led me to where I am today, with an amazing team (and now, friends), where we can be part of and help build the future of the gaming industry.

Q. How and why did you co-found GameBake? And what does the name signify?

A. GameBake was born out of a genuine business need. As developers, we’ve learned that it’s best to knuckle down and focus on a single product, a single goal that we can all work hard on to achieve great things.

As developers under our previous studio name, we worked on many projects, from hyper-casual games (before that became an industry term) right down to free-to-play titles. This experience was amazing but always positioned us in a similar place. Our publishers wanted the games to be playable everywhere but we only had so much manpower and hours in the day to actually achieve the lofty goals being asked of us. Integrated 3, 4 or 5 SDKs is annoying enough, but having to do that plus integrate the tech of every single platform plus find new services that work on and with these platforms plus making a new specific version for each platform (and all of that with no centralised system to easily and efficiently track everything), well, it wasn’t great, let’s leave it at that.

GameBake was a product of all of this. Our internal struggles and frustrations that led us to seeing a need in the market that, not only we wanted to solve, but many others wanted a solution for, and that is why we pivoted away from a development studio to go all-in with our KILN technology that allows us to open up the whole gaming market to developers globally, no matter how big or small you are.

What does the name signify? Well, we were named Yello at the very start so GameBake was part of our development as we pushed forwards into new markets and started using better technology. GameBake itself doesn’t have a specific meaning behind it, but for us, it describes what we do in one word, which is: baking games with the technology needed for everybody to access new amazing platforms and markets globally.

Q. How exactly does GameBake work? What kind of support can a gaming developer and publisher expect from your company?

A. How the tech works behind the scenes is probably a question more for our amazing CTO, so maybe you’ll find out in the next interview! But the concept is pretty simple really:-

• Upload your APK to GameBake, the very same APK used for uploading to Google Play;
• Check the boxes for the services your game uses; E.g. GameAnalytics, Tenjin, or Firebase, Adjust and so on;
• Check which stores you want to deploy to, e.g. Huawei AppGallery;
• Job done! Our tech (called KILN) takes care of the rest and spits out a compiled version of your game with all the required tech needed to run on the chosen platforms you are looking to distribute to.

Of course, store pages need to be built for each platform and IDs from other services need to be swapped for new IDs from those services, but for the new platforms you go live on. We are working closely with most of the big industry players to try and automate as much of this as possible and we are well on our way to achieving this.

As for what to expect from GameBake, well I would say a fair, transparent, platform agnostic solution that works! If you want to use our tech to make getting to new platforms easier, but want to make partnerships with the platforms yourself (i.e. setup features yourself and so on), that is fine, we are able to facilitate this and will do all we can to provide what you need with who you need. If what you are looking for is a more hands-on approach from us, one where we setup all your games features, run the UA and more then we can also work with you like that as well.

For GameBake, flexibility is key as we see the technology and ecosystem we are building becoming a vital piece of the development puzzle that will enable easy and commercially viable ways to distribute and scale globally.

Q. Changing the status quo of game distribution is not just unglamorous but kind of swimming against the tide too. What motivated you to choose that path?

A. That is a great way of putting it, although I may go a step further and say it’s more like climbing up a waterfall. I have always been interested in the more fringe areas of any industry, especially within gaming. That may be because I can’t help but look at the potential of anything, but it could also be somewhat from necessity – as when launching our own games we never had huge marketing budgets to compete with so I and the team have had to look into areas that were cost effective.

Over the years, what I have found is that everybody always runs towards the light and it’s the ones running away from the light that are called crazy, but if everybody is standing around that light then it very quickly gets blocked. In short – the people running towards the light will find it very hard to find their way towards it. While those running away, and normally that’s in a different direction to everyone else, will normally find themselves in a niche but lucrative area that they can dominate. It’s only once that light starts burning brighter that others pay attention.

This is how I see distribution right now. The bright light is iOS and Google Play on mobile, with many other options, but all faded into the darkness. And now, the bright lights are glowing and the industry is starting to take notice of what is possible outside of the norm. Now it won’t be instantaneous, but we are seeing growth everyday and the more we all work together to open up these platforms and these markets, the greater the industry as a whole – and the more opportunity there will be for everybody globally to enter and become successful.

Q. What are the options available for games developers outside the duopoly of Google Play store and Apple Appstore as publishing platforms? Importantly, what are the attractions for the developers to opt for such off the beaten path destinations?

A. For those developing native games for mobile (Apps, basically) I would suggest looking into the alternative android market. I personally don’t like the word “alternative” as it gives off a vibe of these platforms being “lesser” than Google Play and this frankly isn’t the case, but we need to describe these stores somehow. These stores are low hanging fruit for most people, as if you can compile an APK, which you can, then you can deploy on these stores and the 100s of millions of users that they have.

Now, I’m not saying that this is an easy feat, or an approach that will guarantee success, far from it, but why you wouldn’t secure your brand and IP, and take advantage of these amazing platforms, makes no sense. To me, It’s a no brainer! Often, what we hear from the market is not that developers don’t want to distribute to these stores, but that they’re faced by complexities in being able to achieve this and in making it commercially viable. GameBake is fixing the headache faced by developers by providing an easy route to deploy to these stores, whilst providing the means to be able to leverage the services required in today’s industry to monetise and scale games effectively.

Outside of the App Stores, there are still a wealth of opportunities. In this space, you need to think carefully about the technology you are building your game in, because web distribution generally means HTML5 games, and for many this just isn’t an option. The opportunities on the web are amazing if approached in the right way, but it takes some time to port and for many it just isn’t worth the time and effort commercially.

The same goes for social/instant gaming platforms, such as Facebook, WeChat, Snap and many more. Your games need to be in HTML5 but more importantly, you need to think about how you approach each of these platforms. You can’t just launch a game and expect it to scale, you need to launch it under the platforms features and leverage them to really take advantage of what makes each of these platforms special.

For me, the opportunities are huge but the barrier to entry is also just as big with tons of awkward tech to integrate, porting games being required and the biggest barrier is the lack of services to allow you to properly scale your game but again, that is what we are here for and we are building. If you want to deploy to stores, port to HTML5, explore new markets and leverage your current service partners to do all of this, you can do – with GameBake.

Q. How can games profit from social media platforms like Facebook Gaming?

A. This is something I am asked a lot and the answer is simple because it is no different than a game on the App Store. If your game monetises via Facebook Ads, you can leverage Facebook Audience Network to monetise it, if done via purchases, then you can use the platforms payments system. Nothing drastic needs to change in how you monetise, I mean you don’t need to start asking for donations, because there is no other way.

I guess the real question here is ‘what are the best ways to monetise on social platforms such as Facebook?’. This is a difficult one to provide a rounded answer to that will please everybody but hopefully the below will help:-

• If you are leveraging IAPs then keep in mind that Apple “currently” stops payments being processed on these platforms if playing from an iOS device. We have all seen the recent news stories though so I expect this to change over the next 12 months opening iAPs up across platforms. Until then though, just keep this in mind.
• Hyper-Casual games have an advantage on social platforms as they have such a broad target audience which makes it “simpler” to make these games go viral. That being said, not all gameplay mechanics work and this must be considered when launching on a platform such as Facebook or Snap. Just because a game was a hit in the App Store, it doesn’t mean you can just throw the game as is on social platforms and expect it to work.
• When launching any game on social platforms, just think about how to leverage that platform’s features. For example, Facebook has a tournament mode that allows players to start tournaments that are playable directly from their timeline. With the right setup and design this can be used to get players sharing with friends which can create a viral UA channel to your game. Most social platforms have specific features like this and you need to leverage them to bring users to your game, keep them engaged and coming back and of course, then monetise them.

Q. What can be done to minimize the hurdles of finance and resource that game developers face while optimizing the games for different platforms? How near are we to a software alchemy that makes games publishing-ready for different platforms?

A. Of course I’m going to say that the time is right now – with GameBake! There are no integrations required, meaning access to all supported Android channels via a single upload. We are still working hard to make this even more simple so developers globally can focus on what’s important and that is creating amazing games. Also, HTML5 platforms still have a big barrier to entry for most but again, GameBake is working hard to solve this to provide a way for developers to easily access these platforms and deploy easily to them all.

There is never going to be a way for developers to not put in any work at all. Success comes from hard work and this still rings true when targeting new platforms, be that new app stores opr social platforms, you need to research and find out who the end users are downloading and playing your games on any given platform and then adapt what you do to engage (and of course monetise said users). There isn’t a solution to stop resources being required for game design, monetisation or user acquisition but, how we see it, these are the pieces of the puzzle that studios want to keep control of. It is the deployment that is a pain in the arse mixed with a lack of a real ecosystem, it makes it near impossible to even consider distribution outside of the core stores. This is what we want to and are solving, simplifying and improving the pieces of the puzzle that are needed for studios globally to take advantage of and focus their resources and efforts on creating, managing and scaling amazing games.

Q. How are the games you work with received and played outside the marquee markets of Europe and North America? Any significant development in Asia, Africa, Australia or South America?

A. It’s a hard question to answer as it is so different for every game and you need to tackle each game on a somewhat market by market basis. In general, a game that is enjoyed in the US is likely to be enjoyed in India as well, I mean we are all humans at the end of the day, the difference comes in when trying to find success at scale in specific markets and on specific platforms.

China is probably the best example to use here because the market is huge, but it is notoriously difficult to enter without properly understanding the intricacies of the market itself. By this I mean it isn’t just localising your games text that you need to think about, but how your game looks and plays, how it is distributed to players in the market and how you can monetise it. Markets, like China’s, have restrictions on games and you need to plan how you will tackle all of this to be able to enter.

China is an extreme case, but other markets do need similar considerations when it comes to localisation. But you also need to bear in mind that your distribution strategy for Apple and Google aren’t the number one everywhere. In India, for example, Google Play is big but there are many other platforms that open up 100s of millions of users. Iran is another market with restrictions in place, therefore Google Play does not work there, so working with local stores is your entry into a market of over 70 million. Russia is another market where you need to understand the local platforms and how players play games to really localise a game properly and effectively.

So going back to what I’d said at the start, a great game is a great game no matter where you launch in the world, but making a commercial success of that game in various markets requires some thought, planning and good execution.

Q. Asia perhaps deserves more focus as a gaming market. Which Asian countries do you reckon have the most potential market as games industry markets?

A. I completely agree, Asia is mostly forgotten by western developers and it’s a shame as the potential across the region is massive. China is the world’s biggest gaming market but that is the market everyone talks about so let’s put that to one side as it isn’t an easy nut to crack.

If I were to suggest markets that have the potential for most developers of casual games to grow in the coming months and years, I would look to a market such as Indonesia where the scale you can achieve in that market alone is huge. However, a lot of the time, it just isn’t commercially viable and therefore not thought about, but with the right knowledge and partners you can access more platforms that really open up a market like this and can turn what is a good market for Google Play games into a very strong one for those thinking outside of the box.

South Korea and Japan are both strong markets for specific genres but again, you need to really think about how you approach these markets. In general, Asia as a whole has amazing potential, as well as many other regions globally.

Q. Are tight regulations or lack of clear-cut regulations a bottleneck for growth of gaming outside Europe and North America? We’d love your insight into the role regulations play in the gaming industry’s growth.

A. Regulations always hinder growth, it is the nature of regulations but of course, sometimes they are necessary. China takes it to another level! I can’t even imagine how big that market would be right now if they didn’t have these tight regulations holding it back. I understand the reasons behind why the government has set them in place (although for “Children’s health” isn’t the real reason, in my opinion) but it is holding back the market’s growth which is a big shame.

I do see the need for regulation sometimes though, for example, to stop Apple and Google tightening their grip on the market and forcing us all into paying a huge tax on the games that have been worked on so hard to get them where they are. Therefore regulations can probably help the market grow in certain cases but overall, the less governments get involved in the industry the better for the industry’s growth in the coming years.

Q. And finally, how do you get your hair so beautiful?
A. It’s all natural 😀

Central Europe

Sponsors Spotlight: Pixpel Makes Crypto Games Safe and Fun for Players and Developers in Web3

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Sponsors Spotlight: Pixpel Makes Crypto Games Safe and Fun for Players and Developers in Web3
Reading Time: 5 minutes

 

Ahead of the highly-anticipated Prague Gaming & TECH Summit, organizer HIPTHER is thrilled to introduce and put the spotlight on the companies and people that help make the magic happen: our conference sponsors! These innovative, accomplished professionals and teams make magic happen everyday, and they will be joining us at the Prague Gaming & TECH Summit 2024 taking place on 26-27 March, to share insights, network and collaborate with you! Get to know them, connect, and meet them in Prague!

In this Sponsors Spotlight Interview the #hipthers meet Mariela Rojas, Community Builder & Social Manager at Pixpel.io, Delegates Bag Sponsors of the upcoming Prague Gaming & TECH Summit. Mariela will be a Speaker at the Summit, offering valuable insights at the panel about “Navigating the Future: Integrating iGaming, AI, Fintech, and Advertising with Compliance and Data Privacy”.

 

Dear Mariela, it is a great pleasure to meet you, and have Pixpel as a Delegate Bag Sponsor at the Prague Gaming & TECH Summit! Could you please take a moment to introduce yourself and your role in Pixpel to our readers?

Hello everyone! Thanks so much for having me. I’m Mariela Rojas, Community Builder and Social Manager at Pixpel.io.  I’m thrilled to be here, although I have to admit – this is my first time as a speaker at a Web3 summit! A little nervous, but mostly excited to be part of the conversation.  I’ve been with Pixpel since May 2023, and building our community has been an incredible journey.  Looking forward to connecting with all of you!

 

Can you share with us the inspiration behind the founding of Pixpel and how does its multiplatform work?

Pixpel’s story began with a real-world challenge. In 2021, our founder, Juan Vivas  fell victim to a rug pull, a common issue in the early days of Web3. This experience fueled his passion to create a more secure and trustworthy Web3 environment.

That’s why Pixpel offers a safety NFT warranty, protecting your assets and bringing peace of mind to the community.

But Pixpel goes beyond security! We’re building an entire ecosystem that’s easy to navigate and accessible to everyone.  Imagine a user-friendly platform integrating Fintech, iGaming, data privacy, and compliance – all rolled into one! It’s like having a next-generation gaming console for the Web3 world, ready to take your experience to the next level.

 

Pixpel is known for pioneering secure and accessible gaming experiences. How does the company ensure both security and accessibility for gamers and developers within the Web3 ecosystem?

Sure, that’s a great question. At Pixpel, we believe security and accessibility are two sides of the same coin. On the security side, we offer a first-of-its-kind NFT warranty system.  Think of it as a safety net for gamers’ in-game assets, protecting them from scams and fraud.  This builds trust and allows players to focus on enjoying the games they love.

We also prioritize building on secure and established blockchains ( Layer-1 Concordium Blockchain and Zetachain Blockchain). This leverages existing security measures that have been thoroughly tested over time.  Additionally, we implement secure transaction protocols to further minimize the risk of hacks or fraudulent activity within the platform.

On the accessibility front, we recognize that navigating Web3 can be daunting for newcomers. That’s why we’re developing a user-friendly platform that’s easy to navigate, even for those new to the world of Web3. Our application offers intuitive usability for users of all experience levels.

 

As the Community Builder & Social Manager at Pixpel, you play a crucial role in fostering engagement and trust within the community. Can you elaborate on your strategies for building and maintaining a strong and vibrant community around Pixpel?

Absolutely! As the Community Builder at Pixpel, even before launch, fostering engagement and trust is crucial.  Transparency and open communication are at the forefront of our strategy.  We regularly share updates on our vision for the future,  the problems we’re aiming to solve in Web3 gaming, and the exciting solutions we’re developing.  We actively seek feedback on our ideas and concepts,  listening closely to the needs and pain points of our potential community. This two-way dialogue is essential for building a product that truly resonates with the people who will use it.

Creating a welcoming and inclusive environment is also key.  We want Pixpel to be a space where everyone feels comfortable asking questions, sharing their thoughts, and being a part of something bigger.  Early on, we’re focusing on building relationships with potential users and fostering a sense of belonging.  This can involve hosting online discussions, AMAs (Ask Me Anything) sessions with the founders, or even interactive polls and surveys to gauge interest and gather valuable insights.  By engaging with potential users early and often, we’re laying the groundwork for a strong and vibrant community that’s invested in Pixpel’s success.

 

Could you share some insights into Pixpel’s approach to security and safety within the Web3 space, particularly in addressing the concerns surrounding DeFi platforms?

Security is paramount at Pixpel. We understand the concerns surrounding DeFi platforms, and we’re taking a multi-pronged approach to ensure a safe and reliable experience for our users within the Web3 space:

  • Focus on Established Blockchains: We’re carefully considering building on well-established blockchains with a proven track record of security. These blockchains have robust security measures in place, having been battle-tested over time.
  • Innovative NFT Warranty System: Pixpel offers a first-of-its-kind NFT warranty system. This acts as a safety net for in-game assets, potentially protecting users from scams and fraudulent activity.  It’s still under development, but the goal is to provide an additional layer of security and peace of mind for gamers.
  • Secure Transaction Protocols: We’re committed to implementing secure transaction protocols within the platform. This helps minimize the risk of hacks and fraudulent activity, further safeguarding user assets.

It’s important to note that Pixpel’s specific features and functionalities are still under development. However,  we prioritize building a secure and trustworthy environment  by leveraging established technologies and innovative solutions.  We’ll continue to adapt and evolve our approach as the Web3 landscape continues to develop.

 

Your background includes experience in marketing for a law firm in Mexico, which provided exposure to blockchain law. How has this prior experience influenced your role at Pixpel, especially in terms of compliance and regulations in the Web3 landscape?

Absolutely! My background in marketing for a law firm specializing in Mexico actually proved to be incredibly valuable in my transition to Pixpel.  While there, I gained significant exposure to the emerging field of blockchain law.  This gave me a foundational understanding of the legal and regulatory landscape surrounding this new technology.

At Pixpel, this knowledge comes in particularly handy when it comes to compliance and regulations within the Web3 space.  The world of Web3 is constantly evolving, and the regulatory environment is still taking shape.  However, my experience with blockchain law  allows me to stay informed about the latest developments and  potential regulatory hurdles.  This awareness helps us  proactively navigate the complexities of the space and ensure Pixpel operates with the utmost compliance.

It’s not just about following the rules – understanding the regulations also helps us  build a more trustworthy and sustainable future for Pixpel and the Web3 gaming community as a whole.

 

Considering Pixpel’s work, its milestones, and your experience at the forefront of compliance and blockchain law, what is the general message you wish to share in your panel discussion about “Navigating the Future: Integrating iGaming, AI, Fintech, and Advertising with Compliance and Data Privacy”, and with the Summit’s participants?

Imagine a world where secure and seamless gaming merges with the power of Fintech, iGaming, and cutting-edge AI – all wrapped in a user-friendly console for the Web3 era. That’s the future Pixpel is building! But with such innovation comes the responsibility of navigating the ever-evolving world of compliance and data privacy.

At Pixpel, my legal background keeps me at the forefront of these challenges. It’s thrilling to see how blockchain law can be a bridge, not a barrier,  as we integrate these powerful technologies.  Here’s the key takeaway I want to share: compliance isn’t a roadblock, it’s the roadmap to a thriving Web3 future.

By embracing strong compliance practices and prioritizing data privacy, we can build a secure and trustworthy ecosystem where everyone can enjoy the benefits of iGaming, AI, Fintech, and more.  This Summit is a fantastic place to explore these ideas together.  I’m excited to learn from the experts and collaborate on building a future where innovation meets responsibility in the Web3 space!

 

Thank you for this informative interview, Mariela! We look forward to meeting you at the Prague Gaming & TECH Summit, and hearing your valuable insights on Integrating iGaming, AI, Fintech, and Advertising with Compliance and Data Privacy.

Join us in Prague to connect with Mariela and the Pixpel Team: Get your Tickets to the Prague Gaming & TECH Summit Now!

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Sponsors Spotlight: NSoft “Crashes” Compliance Challenges and Cashes on Gaming Experience

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Sponsors Spotlight: NSoft “Crashes” Compliance Challenges and Cashes on Gaming Experience
Reading Time: 9 minutes

 

Ahead of the highly-anticipated Prague Gaming & TECH Summit, organizer HIPTHER is thrilled to introduce and put the spotlight on the companies and people that help make the magic happen: our conference sponsors! These innovative, accomplished professionals and teams make magic happen everyday, and they will be joining us at the Prague Gaming & TECH Summit 2024 taking place on 26-27 March, to share insights, network and collaborate with you! Get to know them, connect, and meet them in Prague!

 

In this Sponsors Spotlight Interview the #hipthers meet Zlatan Omerspahić, Head of Legal and Compliance at NSoft, Pen and Paper Sponsors of the upcoming Prague Gaming & TECH Summit. Zlatan will be a Speaker at the Summit, offering valuable insights at the panel about “Compliance Challenges and Opportunities in the Balkan Gambling Industry”.

 

Hello Zlatan, thank you for taking the time for this interview. We are thrilled to get to know you and introduce you to our readers! Can you tell us a bit about yourself and your role at NSoft, as well as what excites you most about being a part of the iGaming industry?

Hello, and thank you for having me! My name is Zlatan Omerspahić, and I’m the Head of Legal and Compliance at NSoft, a leading technology company specializing in software solutions for the gaming and betting industry.

In my role, I oversee the legal and regulatory aspects of our operations, ensuring that our products and services not only meet but exceed industry standards from legal and compliance perspective.

What excites me most about being part of the iGaming industry is the dynamic and innovative nature of this field. It’s an area that’s constantly evolving, with new technologies and regulatory challenges emerging all the time.

This keeps us on our toes and requires a proactive and forward-thinking approach to navigate the landscape successfully. Additionally, the opportunity to work on a global scale, adapting to diverse legal and cultural environments, is incredibly rewarding.

Being part of NSoft means I’m directly involved in shaping the future of gaming and betting, making it safer and more enjoyable for users around the world. The pace of change and the impact of our work on the industry and its participants make every day exciting and fulfilling.

 

NSoft is one of the most successful iGaming and Sports Betting Software companies in the industry, boasting a long history and a variety of betting solutions. What strategies or innovations do you employ to ensure compliance in the iGaming industry, and what sets NSoft apart in this area?

NSoft stands at the forefront of the iGaming and sports betting industry, thanks to our relentless commitment to innovation, quality, and, most importantly, compliance. In an industry as dynamic and regulated as iGaming, staying ahead of the curve in compliance is not just a necessity but a core aspect of our business strategy.

One of the key strategies we employ at NSoft to ensure compliance is our proactive approach to regulatory changes. We closely monitor emerging regulations and trends in every market we operate in, ensuring that our solutions are not only compliant at the time of deployment but are also designed with the flexibility to adapt to future regulatory shifts. This foresight allows us to provide our partners with products that are sustainable and compliant in the long term.

Furthermore, NSoft invests heavily in technology and people to maintain our compliance standards. Our compliance team works in tandem with our product development teams to integrate compliance requirements seamlessly into our software solutions from the ground up. This integration ensures that our products are not only innovative and user-friendly but also adhere to the highest compliance standards.

What sets NSoft apart in this area is our holistic approach to compliance. We view it as an integral part of the user experience and product design, rather than as a separate or external process. This approach ensures that compliance is embedded in the DNA of our products and services, making them inherently compliant and reducing the compliance burden for our clients.

Additionally, our commitment to responsible gaming is unwavering. We continuously develop and integrate features that promote safe gaming practices, ensuring that end-users can enjoy our products responsibly. This commitment to responsible gaming not only reinforces our stance on compliance but also builds trust with our partners and their customers.

 

NSoft is an omnichannel betting and gaming software provider, covering both land-based and online betting. Are there any notable differences between the regulatory frameworks for land-based and online gambling, and how does NSoft navigate these differences in its omnichannel approach?

Navigating the regulatory landscapes of land-based and online gambling is indeed one of the most intricate aspects of providing omnichannel betting and gaming solutions. The regulatory frameworks for these two sectors can vary significantly not only between different jurisdictions but also in terms of the specific compliance requirements within each domain.

In the realm of land-based gambling, regulations often focus on the physical aspects of gaming, such as the location and operation of betting shops, casinos, and gaming machines. These regulations can include zoning laws, operational hours, and specific requirements for hardware and software used in gambling operations.

When NSoft first started, our primary focus was on the Balkan market’s land-based sector, which provided us with deep insights into the nuances of operating within tightly regulated physical environments.

As we expanded into the online and global markets, we encountered a different set of regulatory challenges. Online gambling regulations tend to focus more on digital security, data protection, and consumer safeguards, such as responsible gaming measures and anti-money laundering (AML) protocols.

The digital nature of online gambling also introduces complexities related to cross-border service provision and jurisdictional overlaps.

NSoft’s omnichannel approach is designed to adeptly navigate these differences by ensuring that our solutions are versatile and compliant across all platforms. We achieve this through several strategies:

  • Modular Software Design: Our products are built with modular designs, allowing us to easily adapt and configure them to meet the specific regulatory requirements of both land-based and online operations in any jurisdiction. This flexibility is key to our ability to provide tailored solutions that comply with local regulations.
  • Continuous Compliance Monitoring: We have dedicated teams that continuously monitor regulatory developments in all markets we operate in. This proactive approach ensures that our solutions remain compliant as regulations evolve, whether they pertain to land-based or online gambling.
  • Integrated Compliance Features: Our software includes integrated features that address the common regulatory denominators in both sectors, such as player identification and verification, transaction monitoring, and responsible gaming controls. These built-in compliance features simplify the process of meeting regulatory requirements for our clients, regardless of the channel.
  • Local Partnerships: Understanding that local knowledge is invaluable, we engage with local partners and regulatory bodies to ensure our solutions meet the specific needs and compliance standards of each market. This collaboration is particularly beneficial when adapting our solutions to new jurisdictions or sectors.

By leveraging these strategies, NSoft successfully delivers compliant, cutting-edge betting and gaming solutions that serve the diverse needs of the land-based and online sectors, ensuring a seamless and secure experience for operators and their customers alike.

 

Speaking of land-based gaming, NSoft recently announced the exciting “Crash Cash” title designed for brick-and-mortar betting shops. Can you share more about it and discuss the regulatory challenges associated with its implementation?

We’re indeed excited about our latest addition to the NSoft portfolio, “Crash Cash,” which is designed to bring a fresh and engaging experience to players in brick-and-mortar betting shops.

Crash games are usually created for online gameplay where players must cash out before the aircraft crashes. We are embracing this popular online concept and giving it a fresh twist in the land-based environment with the Crash Cash game. Retail players must predict and select a multiplier below which they believe the crash will occur.

We’re not only excited about introducing “Crash Cash” to our portfolio but also thrilled about the unique way we showcased it at ICE London 2024. To bring “Crash Cash” closer to the audience and let them experience the thrill of the game firsthand, we organized a prize contest that was nothing short of spectacular.

Participants at the event had the opportunity to play “Crash Cash” by filling out a ticket and placing it into a box for a random draw. This interactive experience allowed participants to engage with the game directly, adding an element of real-world excitement to the virtual gameplay.

The stakes of the contest were high, with the winner taking home a technological marvel – the T-1000 PRO betting terminal, valued at 5,000 EUR. This prize is not just a piece of equipment; it’s essentially a bet shop on its own, encapsulated within a stunning metal frame design. The T-1000 PRO represents the cutting edge of betting terminal technology, combining sleek aesthetics with robust functionality to deliver an unparalleled user experience.

This contest, centered around “Crash Cash,” was more than just a promotional activity; it was a testament to NSoft’s commitment to innovation and engagement. By allowing participants to experience “Crash Cash” in such an interactive and high-stakes format, we highlighted the game’s potential to captivate players and add value to brick-and-mortar betting operations.

When it comes to implementing new games like “Crash Cash” in land-based settings, regulatory challenges are a significant consideration.

These challenges primarily revolve around ensuring that the game complies with the specific regulations governing physical betting operations in each jurisdiction. This can include rules related to game randomness and fairness, payout ratios, and the physical security of gaming terminals.

To navigate these challenges, NSoft adopts a comprehensive approach that includes:

  • Certification and Testing: Before launching any new game, including “Crash Cash,” we ensure it undergoes rigorous testing and certification by accredited gaming laboratories. This process verifies that the game meets all regulatory requirements related to game fairness and integrity.
  • Customizable Game Settings: Recognizing the diversity of regulatory environments, “Crash Cash,” like all NSoft games, is designed with customizable settings. This allows operators to adjust the game parameters, such as payout ratios and bet limits, to comply with local regulations.
  • Training and Support: We provide comprehensive training and support to our partners, ensuring that they understand the regulatory requirements and how to operate “Crash Cash” within those constraints. This support extends to assisting with compliance documentation and liaising with regulatory bodies if necessary.
  • Responsible Gaming Features: In line with our commitment to responsible gaming, “Crash Cash” includes features designed to promote safe gambling practices. These include self-limitation options for players and mechanisms for operators to monitor and intervene if problematic gambling behavior is detected.

Everything mentioned above is based on clearly and fairly partnership with our clients.

By proactively addressing these regulatory challenges, we ensure that “Crash Cash” can be seamlessly integrated into land-based betting shops, providing a new and exciting game option that is both compliant and engaging for players.

 

Your panel at the Prague Gaming & TECH Summit will explore “Compliance Challenges and Opportunities in the Balkan Gambling Industry.” Could you provide our readers with a sneak peek into some key discussion points or insights they can expect?

I’m truly looking forward to participating in the panel discussion at the Prague Gaming & TECH Summit, where we will delve into the intricate world of compliance challenges and opportunities in the Balkan gambling industry.

The region presents a unique set of regulatory landscapes, each with its distinct nuances, which makes it a fascinating case study for anyone interested in the global gaming and betting sector.

Here are some key discussion points and insights attendees can expect from the panel:

  • Diverse Regulatory Environments: The Balkans consist of multiple countries, each with its own legal framework governing gambling. We’ll discuss how these varying regulations impact operators and service providers, and how businesses can navigate this complex environment effectively.
  • Emerging Trends in Regulation: We’ll explore recent regulatory trends in the region, such as increased emphasis on responsible gaming, digital identity verification, and anti-money laundering measures. Understanding these trends is crucial for staying compliant and competitive in the market.
  • Technology’s Role in Compliance: The panel will also highlight how technology can be leveraged to address compliance challenges. From sophisticated player verification systems to AI-driven tools for detecting problematic gambling behaviour, technological innovations are at the forefront of compliance solutions.
  • Cross-Border Challenges: Given the geographic proximity and cultural connections between Balkan countries, cross-border gambling is a significant topic. We’ll examine the challenges and opportunities that arise from cross-border betting and how operators can manage them.
  • Opportunities for Growth: Despite the challenges, the Balkan gambling market is ripe with opportunities. We’ll discuss how operators and service providers can capitalize on these opportunities by adopting innovative approaches, forging strategic partnerships, and staying ahead of regulatory changes.
  • Case Studies: Expect to hear real-world examples and case studies demonstrating how businesses in the region have successfully navigated the compliance landscape, highlighting practical strategies that can be applied across the industry.

The panel aims to provide a comprehensive overview of the compliance landscape in the Balkans, offering valuable insights not just for those operating in the region but also for global stakeholders interested in understanding the dynamics of a diverse and rapidly evolving market.

 

As NSoft’s Head of Legal & Compliance, what advice do you have for betting operators, both new and seasoned, when it comes to selecting game providers and titles to ensure compliance and maximize success?

As NSoft’s Head of Legal & Compliance, I’ve seen firsthand the critical importance of compliance in ensuring the longevity and success of betting operations.

My advice to betting operators, whether they are new to the industry or seasoned veterans, revolves around a few key considerations when selecting game providers and titles:

  • Rigorous Due Diligence: Before partnering with a game provider, conduct thorough due diligence to assess their compliance track record. This includes reviewing their licensing status, previous regulatory issues, and the robustness of their compliance programs. A provider with a strong compliance ethos will significantly reduce the risk of regulatory complications down the line.
  • Alignment with Regulatory Requirements: Ensure that the game titles you select meet the specific regulatory requirements of your operating jurisdictions. This involves not only the current legal landscape but also an awareness of potential regulatory changes. Game providers that offer flexible and adaptable solutions will be valuable partners as regulations evolve.
  • Commitment to Responsible Gaming: Choose providers that prioritize responsible gaming and integrate features that promote safe gambling practices within their games. This not only aligns with regulatory expectations but also fosters trust among your customers and contributes to a sustainable gambling environment.
  • Technical Standards and Certifications: Verify that the game providers adhere to high technical standards and that their games are certified by reputable testing laboratories. This ensures the fairness and integrity of the games, which is crucial for maintaining customer trust and meeting regulatory standards.
  • Transparent and Open Communication: Opt for providers that maintain open lines of communication regarding compliance and regulatory matters. A collaborative approach to compliance can help anticipate and mitigate potential issues, ensuring a smoother operational flow.
  • Innovative and Engaging Content: While compliance is paramount, it’s also essential to select game titles that are innovative and engaging to ensure commercial success. Providers that balance regulatory compliance with cutting-edge, appealing content will contribute most to your success.
  • Consider Local Market Preferences: Understand the preferences and trends of your target market. Game providers that offer localized content and are adaptable to the cultural nuances of your operating regions can significantly enhance player engagement and retention.

By prioritizing these considerations, betting operators can forge successful partnerships with game providers, ensuring not only compliance but also a compelling and responsible gaming experience for their customers.

The synergy between compliance and commercial success is critical, and selecting the right game providers is a pivotal step in achieving that balance.

 

Thank you for this insightful interview, Zlatan! We look forward to meeting you at the Prague Gaming & TECH Summit, and hearing your valuable insights on Compliance Challenges and Opportunities in the Balkan Gambling Industry.

Join us in Prague to connect with Zlatan and the NSoft Team: Get your Tickets to the Prague Gaming & TECH Summit Now!

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Exclusive: PXP Financial CEO and Co-Founder Kamran Hedjri on payment in gaming

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Exclusive: PXP Financial CEO and Co-Founder Kamran Hedjri on payment in gaming
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Leading payment processor PXP Financial has a long heritage of driving revenue and enhancing player satisfaction in the gaming industry, and is proud work with some of the industry’s biggest names including BetMGM and Tipico.

Here, PXP Financial CEO and Co-Founder Kamran Hedjri shares his expertise on the payment strategies and trends shaping the player experience.

 

Please introduce yourself and PXP Financial’s offering for the gaming industry.

My passion for payments started in 1995 at Europay and developed further when I joined BWIN. I’m proud to say I shaped the company’s payment strategy and helped it gain more than 20 million customers and to grow in 27 countries across Europe, North and South America.

It was after this I established three companies: CQR Payment Solutions (gateway), CQR UK (acquiring) and Vincento (issuing). I’m now the Group CEO for PXP Financial, responsible for the overarching strategic direction of the business.

PXP Financial is an end-to-end omni-channel payment provider that helps businesses accept payments online and on-premise. Our portfolio of iGaming clients is drawn to the fact PXP was born from a gaming operator, so we have many years’ experience in running payment operations for Gaming business.

We offer an online and POS solution, alternative payments, collection services, card acquiring, risk management as well as a variety of value-added services, including checkout pages, reporting, revenue optimisation, tokenisation and dynamic currency conversion.

 

How is payment tech revolutionising the player experience, and what payment trends and innovations should gaming operators be capitalising on?

No-one wants to have gameplay interrupted, so the payment process must be seamless and friction-free. To this end, the gaming industry should continue to add the alternative payment methods (APMs) their players are using to platforms.

Beyond this, I would encourage developers to delve into the possibilities that GameFi and SocialFi present.

GameFi, or game finance, combines online gaming and decentralised finance to create a convenient in-game economy. It introduces the concept of play-to-earn (P2E), where in-game activity earns the player digital assets, rare items, and more.

SocialFi, meanwhile, is Web3’s answer to Web2’s social media problems by enabling users to have control over their content and allow them to directly monetise it.

If DeFi, GameFi, and SocialFi can operate together, bridging gaming and finance and redefining social interactions, we can build a metaverse where gaming isn’t just about play, but also about forging beneficial connections.

 

How are decentralised payments, such as cryptocurrencies, disrupting European and global markets?

The use of crypto in iGaming is steadily rising, but still lacks a comprehensive framework and remains banned in certain regions. Nevertheless, the intersection of iGaming and DeFi does hold some promise, with positive regulatory developments in geographies like Japan and the UK, and with the right regulations in place, stablecoins could become a crucial part of next-generation payment systems.

PayPal’s stablecoin launch is evidence that trends in payments are moving towards digital assets like stablecoins and CBDCs as a reliable payment method with no volatility that enables fast and low-cost payments. This will pave the way for a more stabilised crypto market, as well as give banks the confidence they need to react with their own digital currencies. Low cost and real-time settlements of cryptocurrencies and stablecoins have led the giants – including PayPal and VISA – to invest heavily in them and launch their own programs and solutions.

There’s no doubt the security of digital currencies makes them the ideal way to exchange the value of goods and services, and this will ultimately give consumers the freedom to buy from around the globe without worrying about the exchange rate of buying the host nation’s currency.

 

What are your predictions around the emergence and rise of crypto casinos?

As technology continues to advance and regulatory landscapes evolve, the crypto gambling industry is poised for significant growth and transformation in 2024. However, the growth of crypto casinos may be hindered by the fact they operate within the decentralised network and infrastructure of cryptocurrencies.

That said, DeFi protocols are revolutionising many industries, including finance and gambling. In 2024, the integration of DeFi in the crypto gambling space will enable trustless betting, transparent odds, and automated payouts through smart contracts. This integration will eliminate the need for intermediaries and offer players greater control over their funds.

As the crypto gambling industry grows, things like cross-chain compatibility and AI-driven personalisation will enhance the overall player experience, creating a more dynamic and rewarding environment.

 

What role are subscriptions playing in the growth of the global gaming market?

Subscription models have always been popular, but it used to be that the money would come directly from a player’s bank account – now subscriptions can be linked to a chosen e-Wallet. This convenience has led to a surge in global subscription-based gaming, a market that’s projected to reach $55.94 billion by 2031.

Subscription models mean players don’t need to keep track of when they need to pay; it comes out of their chosen payment automatically – leaving them free to play the game whenever they want.

 

How is the role of digital wallets evolving, and what are the advantages and risks that operators should be aware of?

While digital wallets come with a range of benefits for both operator and player, there are potential risks to be considered. For example, the two-factor authentication, and other rigorous verification processes used to mitigate cybersecurity threats can be time-consuming and add friction to the payment journey.

Furthermore, operators need to be mindful of the legal status of online gambling and digital wallets in their jurisdiction.

That said, the adoption of digital wallet continues to rise, with the total number of digital wallets set to exceed 5.2 billion globally in 2026, up from 3.4 billion in 2022.

Digital wallets offer many advantages for users engaging in online casino transactions. They provide an additional layer of security as they often use advanced encryption technologies to protect financial data, and because financial details are not directly shared with the casino there is an added level of privacy. Payments through digital wallets are also often faster compared to traditional banking methods, with deposits and withdrawals processed almost instantly, allowing users to enjoy a smoother gaming experience.

 

How is PXP Financial supporting its customers to take advantage of the rise in mobile gaming and changing trends in payment preferences?

The mobile gaming market is estimated to reach $315.90bn this year, and the number of players is expected to hit 2.32 billion by 2027.

Current trends emphasise the importance of optimising platforms for seamless mobile experiences, specifically, ‘invisible’ payments. This is particularly true in the gaming space, where players don’t want to have gameplay disrupted by making a payment.

Our offering for the gaming industry is grounded in our expertise and strong heritage within the sector, with several members of the team who are thought leaders in gaming payments in their own rights. We understand that providing smooth and convenient mobile payment solutions is crucial for meeting the evolving needs of modern gamers, and this mobile-first approach aligns perfectly with our company’s mission to deliver exceptional payment experiences to our valued merchants and their customers.

 

As user privacy and data protection continue to attract scrutiny from consumers, how can a payments strategy help to increase trust among players?

Payments and consumer trust need to go hand-in-hand if gaming platforms are to succeed. When looking at payment strategies that maximise trust, I strongly recommend that operators consider the advantages of open banking.

Open banking often comes with robust security measures. Customers can have confidence that their data is being protected and they have control over who can access their financial information.

Regulations and policies such as GDPR play a crucial role in ensuring consumer protection in the open banking ecosystem and are designed to strike a balance between encouraging innovation, competition, and consumer choice while maintaining data security and privacy.

 

Globally, which gaming markets are currently expanding and where should operators looking to grow place their bets?

Several Latin American countries have either launched or are set to launch licensing regimes for online gambling in 2024, while in Europe, Montenegro is an attractive proposition for iGaming agents thanks to government efforts to modernise its gaming laws and create a well-regulated field.

Similarly, UAE, North Africa and South East Asia are all working to create a more regulated and welcoming environment for iGaming operators, and I believe Nigeria and Kenya will be areas of particular interest, especially as they embrace Web 3.0 gaming.

 

Which regulatory changes do operators in Europe and across the world need to stay ahead of in 2024?

Governments and regulatory authorities have become increasingly focused on preventing money laundering and ensuring player identity verification. Online casinos are now required to implement robust AML and KYC procedures, which also extend to payment processing.

Furthermore, to promote responsible gambling, regulatory frameworks may require online casinos to implement features such as deposit limits, self-exclusion options, and other tools to help players manage their gambling activities.

Regulations will continue to tighten, and the rise of newly regulated markets will trigger new regional players to enter the scene.

 

Finally, which trend, regulatory change or payments innovation do you believe has the most potential to impact the gaming market this year?

It would be difficult to talk about any tech trend without mentioning artificial intelligence.

There are many ways AI have the potential to improve the iGaming experience. Not only can it analyse data and predict the types of new games players want to see or their behaviour, but it can also spot potential security threats.

Additionally, AI benefits online casino players as it can help provide customised in-game recommendations, rewards and bonuses to improve the overall in-game and user experience. Gameplay has never been more personalised or, combined with virtual reality technology, more immersive.

Operators can also leverage AI to help run their businesses more responsibly by identifying gambling behaviour and allocating patterns which indicate a player needs support, prompting operators to step in earlier than ever before.

Meanwhile, blockchain technology ensures secure and transparent financial transactions on iGaming platform, allowing players to independently verify game results and ensuring the outcome was not manipulated. Furthermore, on the blockchain, all gaming transactions are recorded in an immutable and tamper-resistant manner.

The combination of AI and blockchain technology will be a game-changer in 2024.

By bringing AI and blockchain technology together, operators can create personalised experiences, improve customer support, enhance player engagement and increase conversions, all while bringing much-needed transparency, security and decentralisation to the industry.

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