Before taking the stage at EEGS’ upcoming Free Webinar, ‘The Relevance of Media Buying Activity in the Affiliate Space’, Sportradar’s Head of Publishers Relations and Affiliation, Andre Machado, sat down with EEGS for an exclusive interview. In this in-depth conversation, Andre shares his expertise on the importance of media buying, affiliate marketing, and navigating the complex compliance landscape. Get a sneak peek at his insights and expert advice before he shares his knowledge with attendees at the free webinar.

Can you share some key insights into the evolution of digital marketing within the iGaming industry over the past decade, and how it has influenced affiliate marketing strategies?

Operators are subsequently turning to automation technology to scale their campaigns and streamline their marketing processes. Automation has been the key and is being used within programmatic advertising technology to efficiently acquire new bettors at this critical time. Programmatic automates the buying of online advertising in realtime to serve highly targeted adverts to the most relevant audiences, which is highly efficient and limits ad wastage. In fact, our proprietary ads programmatic marketing service has enabled our global operator clients to increase click-through-rates by up to 60%, while increasing net gaming revenue by as much as 110%. We estimate that reducing the manual inputs in this process saves our clients up to two months’ worth of productivity annually.

Automation is similarly enhancing operators’ advertising performance across publisher sites, such as high-profile sports and media news websites, and for their sponsorships. By using data to understand fans’ most consumed online content, Sportradar’s Engagement Tool, the adtech we are using in our Affiliate Project, uses automation to display contextually relevant betting ads across both premium publishers and rights holders’ websites. The range of these adverts and the speed at which they are delivered increase click-through-rates by up to 2,2X which would be impossible to replicate manually. The affiliate space is following these macro trends and we are seeing a more sensible vision from the Operators to new ways of cooperation, and Media Buying is one of them.

With your extensive experience in digital marketing, what do you believe are the most critical factors for success in affiliate media buying specifically within the iGaming sector?

If operators can better understand their fans’ interests and browsing habits, they can more effectively target and engage them with personalised content. This is key to acquiring new customers, re-engaging existing players and building brand awareness. Marketing solutions that would enable them to fully understand where and how bettors were interacting with their brand. These customer insights power digital marketing technologies, which decide the most relevant bets to serve to players, on the right platform at the right time. This personalised approach engages fans more deeply, delivers greater conversions, customer loyalty and revenue growth, while limiting advertising waste and compensating the right partners/affiliates.

How do you see the role of data analytics shaping the future of affiliate marketing, and what tools or methodologies do you find most effective in optimizing media buying campaigns?

AI’s role cannot be understated, but it needs data to deliver marketing efficiency. Similarly, data is a resource that is only as useful as how effectively you use it. Therefore, the real game changer is when the two are combined. Operators possess deep pools of anonymised customer data, which offer valuable insights into fan behaviours and interests, such as previously bet-on teams or most frequented digital channels. AI algorithms within digital marketing technologies process this data to create personalised dynamic football adverts that can be delivered on fan-favourite channels. For instance, a FCPorto fan who regularly uses Instagram might receive dynamic ads containing the odds for their team’s next fixture across the platform’s story’s function. With this data readily available, the AI capabilities within marketing services allow operators to truly create highly targeted and customised fan experiences that achieve greater acquisition and brand awareness.

Given the dynamic regulatory landscape surrounding iGaming advertising, how do you advise affiliates to navigate compliance risks effectively while still maximizing their efforts?

By focusing on the content that fans care most about, AI-driven personalisation tools can drive efficiency and limit advertising waste, everything aligned with the current local regulation. This is essential at this moment, when operators must supply advertising creative for the hundreds of weekly matches played across football’s biggest competitions, as an example. While this was previously a protracted, manual process for creative teams, AI and automation technologies are powering Dynamic Creative Optimisation (DCO) solutions to address this operational challenge quickly and at scale. We use DCO in our industry-specific Dynamic Display solution to engineer an unlimited supply of personalised betting advertising creative, based on fan content preferences and the most popular pages on operators’ websites. The customised content within these creatives engages end users more deeply and improves click-through-rates, while automation saves valuable time and money to achieve more effective budget spend and higher ROI.

Given the ever-changing landscape of digital advertising, what emerging trends do you foresee shaping the future of affiliate media buying, and how should marketers adapt to stay ahead?

In the same way that football clubs allocate their transfer budgets effectively to deliver the best performance on the pitch, operators who execute efficient marketing strategies are most likely to succeed in the marketplace. By leveraging data and AI within the latest advertising technologies, operators can better understand their customers, find their audience quickly and serve them with the content that’s most relevant to them. As with player scouting, to find a hidden gem, you often need to search where others aren’t looking. Similarly, with betting customer acquisition it pays to have exclusive access to audiences. With our Engagement Tool, we work with a single operator in each geographic market to gain visibility on premium publishers in the region, while using our unique adtech to deliver automated, contextually relevant ads that subsequently delivers strong acquisition performance. This might be a trend, it would help to balance the competitiveness within the markets.

European Gaming caught up with Hayk Sargsyan, the visionary CEO of gaming studio Galaxsys, one of the leaders in fast and crash games, which are capturing the attention of online casino players across Europe and Latin America. Hayk’s leadership and strategic vision have been instrumental in Galaxsys’s rapid growth and success.

Tell us about Galaxsys and why Fast and Crash Games are becoming popular with casino players. 

Galaxsys is young company, only a few years in iGaming B2B terms. We specialise in unique ‘fast and crash games’ for the iGaming and online casino market. These games are characterised by their fast-paced gameplay, and the thrill of the game theme. We design, create, and develop highly engaging and attractive games for casino players, offering them a unique and exciting gaming experience.

Casino and Slot players like to maximise their time to play without learning the complexities of characters, bonus conditions, and bonus rounds, which can confuse them, particularly when they have only a certain amount of free time for gameplay.  Galaxsys games are played across many different markets. Online casino players want to try something new and different, but they also like simple and easier-to-play games, which is why we provide these.

At Galaxsys, we understand that players value a streamlined experience with low friction and control over their gameplay. This is why our Crash and Fast Games are in high demand, as they cater to these player preferences. B2C operators are also keen to add our game portfolio to their casino lobby, further validating our player-centric approach. 

Ninja Crash has won several awards. What makes this such a great game?  

Ninja Crash performs strongly in our game portfolio across continental Europe and Latin America, where the game won the accolade of ‘Most Played Game 2024’ at the SiGMA Americas Summit. Recent upgrades include a mobile landscape, auto-play mode, freeze bonus feature, and advanced algorithms designed to captivate and retain players. These combinations of upgrades increase the player’s enjoyment of gaming, which leads to increased player satisfaction and revenue.

One of our flagship unique games, Ninja Crash, is very popular with operators. We added the Combo Bonus feature, and the multiplier can now reach up to 500x for each slice, and a new Ninja character has been introduced. Our design and product teams have taken this engaging and fan-favourite game to the next level to offer players an enhanced and immersive gaming experience.  

From an engagement, player experience standpoint, Galaxsys games are focused on providing the players with a straightforward gaming experience that delivers high-quality visuals, themes, and elements that the player can relate to and play with little effort.  

It’s the trade show season. What other games are you showcasing on your travels? 

Galaxsys’s game portfolio stands out with its accessibility to 150+ operators, 170 currency options, and the availability of 30+ games in a single game integration. These unique features and robust performance with our partner operators across all markets make them a compelling choice for potential new partners. Partnering with Galaxsys not only gives you access to our innovative games but also our extensive network and industry expertise, which can help you maximise your revenue and player engagement.

Our sales team is always excited to showcase our new games at industry events. ‘Dr. Shocker‘ offers a thrilling, fast-paced experience where players connect cables to win. ‘Tower Rush’ challenges players to create endless floors for maximum chances. ‘Limbo Crash’ introduces an exciting concept, with winnings dependent on chosen multipliers. ‘Bingo Star’ combines popular bingo elements with a surprising twist. ‘Hot Gear’ blends speed and fashion, requiring players to scratch their fingers and reveal matching odds or attractive symbols. ‘Cosmo Saga’ is a puzzle game that requires players to move colourful particles to create winning combinations. Each game is designed to provide casino players with a unique and engaging experience, and we are confident that they will be well-received by our audience. 

What are your plans for summer and the remainder of the year? 

We aim to continue improving, upgrading, and innovating across our game portfolio to deliver the best gaming experiences. In the coming months, we plan to expand our market presence in Europe and Latin America and explore potential partnerships with local operators. Doing so can drive player engagement and revenue opportunities for our partner operators, which is at the core of our business strategy.

Europe and Latin America are undoubtedly growing and dynamic markets for B2B gaming studios such as Galaxsys. We have seen strong market demand for our games in Brazil and Mexico, and the Baltics where players are particularly drawn to our unique game features and engaging gameplay. Therefore, it is essential to follow regulatory change and the requirements of those frameworks to ensure the optimal certifications and gambling responsibilities. We were also delighted to have our games certified recently in Peru and Colombia, further expanding our market reach in the region.

We will work with our partner operators to deliver more profound game experiences and localisations. We have commenced the development of our own slot games, which we are incredibly excited to introduce into the marketplace over the next two quarters of this year.   We shall be attending many summer expos such as iGB Live, G2E Asia, and SiGMA Asia to further showcase our games.

In a chat with European Gaming, Blaze Gaming CEO Keith Goddard discusses how the games developer plans to stand out as a beacon in the gaming industry with its entertainment-inspired portfolio of games.

Blaze Gaming is a new studio looking to make its mark on the industry. Tell us more about the team behind the business and how you plan to stand out in a crowded market.

Blaze Gaming is owned by Digient Technologies and has a rich cultural diversity with team members hailing from all corners of the world including India, Southeast Asia, Africa and Europe. This wonderful tapestry of cultures, values and experiences infuses our creative process with a unique global perspective, bringing a vibrancy to our games that sets us apart from other studios. It also means our games resonate with all players in all markets. We’ve gone to great lengths to ensure our management structure reflects this diversity and consists of incredibly talented individuals representing various backgrounds and genders. This openness and inclusivity fosters innovation and creativity and ensures our decision-making is enriched by different insights and viewpoints. Ultimately, this allows us to develop better games while allowing Blaze Gaming to stand out as a beacon in the gaming industry. This, combined with the entrepreneurial capacity of our owners, serves as a driving force behind Blaze Gaming, empowering us to take bold risks, explore new opportunities and always push the boundaries of what’s possible.

Can you talk us through your portfolio and what it includes?

Our expansive portfolio has been designed to meet player preferences and expectations in markets across the world. Right now, we have 23 slots, 11 draw games, four table games and five roulette variants based on a variety of themes and with a brilliant mix of mechanics and bonuses to ensure each provides an immersive and engaging entertainment experience. We also offer eight Casino Trading Games – this is a super interesting format that seamlessly blends the excitement of cryptocurrency trading with the edge-of-the-seat thrill of traditional casino gaming. In addition, we have dedicated platforms for poker, rummy and sports betting so that our operator partners can offer the players a comprehensive suite of gaming experiences. Looking ahead, we’ve got a busy product roadmap covering the next 12 months with at least 30 new games set to land in our portfolio.

Your Casino Trading Games sound like they have the potential to be the next big thing. What are they, how do they work and who will they appeal to?

You’re right, they are a game changer. They capture the adrenaline of the volatile, high-risk/reward world of crypto trading and fuse it with the presentation and polish of a casino game. They deliver fast-paced action, boundless entertainment, endless excitement and tons of big-win potential. We know that players are seeking deeper and richer experiences at online casinos and these games deliver exactly that round after round.

Which markets do you see as offering the greatest potential for Blaze Gaming? How will you look to localise your portfolio for each of these markets?

We see huge potential in emerging markets such as Latin America and Asia as well as established regions like Europe. We recognise the importance of locally influenced partnerships in these markets, especially when it comes to distribution and growth. This is why we prioritise forging strategic alliances with local stakeholders including established operators, content aggregators and marketing partners so that we can maximise our presence and reach. These partnerships allow us to leverage the expertise and networks of trusted local entities which in turn facilitates a much smoother market entry and expansion. Working closely with our partners gives us invaluable insights into the market, regional trends, player preferences and the regulatory landscape we need to navigate and this in turn guides product development, the localisation of our portfolio and the marketing strategies we deploy. Through this emphasis on locally influenced partnerships, we can maximise the distribution opportunities while fostering sustainable growth and deeper relationships in each jurisdiction we target.

The slot provision space is highly competitive. What challenges have you faced so far and how were they overcome?

We’ve encountered many challenges so far including market saturation, regulatory compliance, customer acquisition, technology infrastructure and the constant need to innovate and differentiate. But this is what makes it such a fun space in which to operate. To clear these hurdles, we have focused on premium distribution channels, daring to be different in the quest for true innovation (our Casino Trading Games are a great example of this), have never compromised on quality, have established a dedicated compliance team and have adopted a multi-faceted approach to customer acquisition. We’ve also invested heavily in technology infrastructure and fostered a culture of creativity and experimentation within our diverse development teams. By doing this, we have overcome all obstacles in our way while ensuring we deliver exceptional gaming and entertainment experiences to players worldwide.

What can we expect from Blaze Gaming in the coming months? Can you share any big announcements coming up?

Hold tight as we’ve got a run of never-seen-before product releases set for the coming months. This includes slots with exhilarating math models, diverse draw, table and trading games and much, much more. Digient Technologies has also entrusted us to rebrand its poker, rummy, sportsbook and igaming platforms and we’ll be making more announcements about this shortly. But until then, you’ll just have to watch this space.