Industry News
European Gaming Q3 Meetup: B2B Social Media Strategy & Future-proofing Casino Products
![Katya Machuganova - Gaming Product & Partnership Manager at Silverback Gaming](https://europeangaming.eu/portal/wp-content/uploads/2024/08/Save-the-date.jpg)
Social media success – Creating a successful B2B Strategy
Social media is now a key channel for brand visibility. But what makes a social media strategy successful for a B2B company in the iGaming sector? Which platforms are essential? Should your approach be strictly corporate, or is there room for a lighter touch? Who’s leading the way?
These and more were the burning questions that the panelists discussed in the European Gaming Q3 Virtual Meetup 2024, debating content, style, and channels for the optimal iGaming B2B social media strategy.
Moderator and HIPTHER Co-founder, Zoltán Tűndik, welcomed experts Dorota Gruszka – Marketing Manager at Booming Games, Tereza Melicharkova – Head of Marketing at Swintt, and Katya Machuganova – Gaming Product & Partnership Manager at Silverback Gaming, to discuss social media strategies for B2B companies, focusing on engagement, brand exposure, and the potential impact of emerging technologies.
Social Media Strategies for B2B iGaming Companies
The panelists highlighted the importance of engagement, brand exposure, clear objectives, and meaningful success metrics beyond vanity metrics.
Dorota Gruszka emphasized the importance of setting clear goals from the start to measure success. While engagement is key, the real magic happens when you evoke emotions that make your audience remember you.
For Tereza Melicharkova, the success of a campaign is reflected in the Word-of-Mouth factor – when people talk about it even beyond social media.
Katya Machuganova explained that a winning campaign is more than just likes & shares; it’s about building brand awareness and reaching new audiences. In the B2B space, seeing ROI and clearly expressing your company’s values are crucial.
Exploring Social Media Strategies and Challenges
Our experts discussed all aspects of social media marketing and communications: Tereza mentioned examples of campaigns and praised the successful Swinttopia campaign. Dorota emphasized evoking emotions and reminded us of the value of a dedicated website to lead your audience to. Katya discussed key content types for building brand awareness: promotional, personality, educational, and conversational. The team stressed consistency, authenticity, targeting the right audience, and attracting talent.
Social Media Channels: No ‘One Size Fits All’
Regarding the growing popularity of alternative channels like Telegram and fitness apps such as Strava for branding and socializing, the panel agreed that discretion is crucial. Companies should be cautious about adding yet another notification to the already busy devices of modern professionals. The team also discussed the challenges and potential solutions for managing communication across multiple social media platforms, with a focus on LinkedIn, Instagram, TikTok, and Facebook. Evidently, LinkedIn, as the primary professional medium/network, is the place to be for iGaming companies; however, targeting should be taken into consideration when selecting a company’s social media channels. The discussion also touched on the importance of tailoring content to each platform and the changes to the LinkedIn user experience.
Balancing Professionalism and Personality in Social Media
Katya, Dorota, Tereza, and Zoltan explored the matter of the right balance between professionalism and personality in social media presence for companies. How “human” and “light-hearted” companies are allowed to be nowadays? It’s becoming clear that authentic and human-centric content elicits engagement, attracts interest, showcases the values and purpose of a company and helps attract talent. The panel emphasized the importance of a variety of content, authenticity, and tracking KPIs to maintain engagement and relevance. The group also discussed the potential impact of emerging technologies like AI, augmented reality, and extended reality on social media campaigns.
AI, Reality, and Future Casino Products
But what about artificial intelligence (AI) and its potential impact?. Dorota expressed her enthusiasm for AI and its potential benefits, while Tereza and Katya showed some apprehension about its potential to replace human workers. The team also discussed the potential of augmented and extended reality, with Tereza expressing uncertainty about its practical applications.
Designing Casino Products for the Future Player
The second panel of the Meetup saw Zoltan welcoming Brandt Page – CEO at Bitblox, Keith Goddard – CEO at Blaze Gaming, Nemanja Živić – Head of Games at Booming Games, Anthony Oh – Co-Founder at Red Desert Games, to discuss the best ways to future-proof casino products in the contemporary iGaming industry.
Brandt introduced Bitblox Games’ focus on creating unique games that combine skill and chance, with a particular emphasis on the crypto and web 3.0 markets. Keith from Blaze Gaming, a company with a 15+ year history in the gaming industry, highlighted their studio’s primary focus on building casino products and their strategy of distributing these games to a global market. Anthony from Red Desert Games, a relatively young studio, shared their intention to differentiate themselves from typical slot companies by offering something unique. Nemanja from Booming Games, a provider of online slot content, mentioned their plan to expand towards instant win games and other products.
Creating Engaging Content for Regional Markets
The panelists unanimously stressed the importance of crafting engaging and localized content tailored to different regional markets. Keith emphasized the need to understand cultural preferences and to adapt game mechanics, artwork, and features accordingly. Anthony underscored the value of analyzing player data, tracking popular games, and experimenting with new concepts. Nemanja advocated for a blend of internal data, market research, and team expertise to develop captivating games. On the topic of innovation, Keith recommended striking a balance between integrating new features and maintaining the success of existing games, while Brandt proposed incorporating interactive elements and exploring emerging technologies like Web3 for future growth.
Balancing Innovation and Core Elements in Games
The panel delved into the challenge of balancing innovation with core elements in game development. Keith, Anthony, Nemanja, and Brandt agreed that while new technology and mechanics are important, they should be built upon existing successful titles and player feedback. They also highlighted the significance of player experience and the need to solve problems with new technology. The team emphasized the importance of future-proofing their titles and products, with a focus on incremental innovation and doubling down on successful mechanics.
Entertainment Value, Innovations, and Future-Proofing of Casino Products
Keith emphasized the importance of entertainment value in their products and the role of operators as their clients. He highlighted the need for technical innovations to drive entertainment and the significance of considering regulation and market changes. Anthony added that future-proofing a game is challenging due to changing player preferences, market environments, and regulations. He suggested focusing on game mechanics and player feedback as crucial factors in future-proofing. Both agreed on the necessity of having a diversified portfolio to mitigate risks.
iGaming Industry Trends and Regulations
The panelists also discussed current trends impacting product development in the gaming industry. Brandt mentioned the need for off-chain processing due to scalability issues with blockchain platforms like Solana. Keith highlighted the rise of lightweight, customizable games, sweepstakes models, and new genres like trading games. Anthony pointed to the increasing number of new studios entering the market, especially in newly regulated jurisdictions. Nemanja expects a mix of established products alongside lighter, faster-loading games and an influence from changing regulations.
Watch the European Gaming Q3 Meetup recording on YouTube and HIPTHER TV!
Take note of these insights and get ready to upgrade our social media and game development strategies! Up Next: The European Gaming Q4 Virtual Meetup will be hitting your screens in November 2024 with even more valuable insights and updates.
Industry News
Affiliates welcome dynamic pairing of iGB Affiliate Awards with iGB L!VE in London
![](https://europeangaming.eu/portal/wp-content/uploads/2024/09/igblive.jpg)
Alongside the migration of iGB L!VE to London in July 2025, Clarion Gaming has confirmed that the world acclaimed iGB Affiliate Awards will be held alongside the London expo.
The decision to run the Awards as part of the iGB L!VE experience was made in collaboration with key igaming and affiliate stakeholders, with the announcement warmly welcomed by the affiliate community.
Richard Moffat, Chief Executive of OLBG, one of the UK’s leading sports betting affiliates, reflected the industry view stating: “I’m delighted to hear that the iGB Affiliate Awards will be staying in London and running alongside iGB L!VE. As home to the largest regulated online gambling market in the world, it makes a lot of sense for the UK to hold a big annual industry event.
“By combining the growing iGB L!VE with the longstanding and respected iGB Affiliate Awards, we have a fantastic show to look forward to. OLBG will be supporting iGB L!VE with our biggest ever presence at a conference and we can’t wait to see our team and our partners enjoying London in the summer.”
Naomi Barton, iGB Events’ Global Portfolio Director, also shared her vision: “The iGB Affiliate Awards which are known for their integrity and merit-based recognition have become a cornerstone event for igaming affiliates. Furthermore, the UK igaming market is worth a phenomenal £5.1 bn (2024) and leads the way in marketing and tech innovation globally.
“Keeping this spirit alive, we’re committed to further enhancing the Awards’ importance by pairing it with iGB L!VE, the world’s fastest-growing Tier 1 online gaming exhibition, an event with an outstanding reputation for delivering real value and business returns for our customers.
“We can’t wait to celebrate with the industry in London, where the heart of the igaming affiliate community beats strongest. My advice is to mark your calendars and get ready for an unforgettable event!”
Further information about how to enter the iGB Affiliate Awards will be available shortly.
Industry News
Novomatic Netherlands Appoints Alexander Legat as CEO
![Novomatic Netherlands Appoints Alexander Legat as CEO](https://europeangaming.eu/portal/wp-content/uploads/2024/09/legat.png)
Novomatic Netherlands has appointed Alexander Legat as its CEO.
Legat takes over from Zane Mersich, who has moved onto the company’s Supervisory Board.
His appointment has bolstered Novomatic Netherlands’ management team with two decades of legal and operational experience in the gaming industry.
Legat will also bring knowledge gained at Novomatic’s Austrian subsidiaries into his new role.
“I am grateful for the new operational role in the dynamic Dutch market and look forward to working with the local team and the opportunities that lie ahead,” he said.
The Novomatic Netherlands’ management board said in a statement: “With Dr. Alexander Legat, Novomatic Netherlands is gaining a first-rate legal expert who not only knows the group extremely well but has also already worked closely with the national subsidiaries.
“His appointment is an important step in our work to successfully meet the future challenges in the Dutch market and further expand our position.”
Industry News
Driving Ethical Transformation in iGaming: How Better World Casinos is Leading the Charge
![Driving Ethical Transformation in iGaming: How Better World Casinos is Leading the Charge](https://europeangaming.eu/portal/wp-content/uploads/2024/09/Better-World-Casinos-reviews-gambling-operators-on-ESG.jpg)
This article is a short version of the full report on BetterWorldCasinos .com about reviewing UK gambling operators on their environmental, social and governance (ESG) efforts. The full version of the article can be found here.
By Floris Assies, founder & CEO of Better World Casinos (BWC).
The global iGaming industry has grown rapidly over the past decade, offering a wealth of entertainment options to millions of players. However, as with any booming industry, there are underlying challenges that must be addressed. At Better World Casinos, we believe that the industry must evolve to become not only profitable but also ethical, transparent, and sustainable. Our mission is to guide players towards online gambling brands that are committed to these values, thereby driving positive change across the sector.
The Importance of ESG in iGaming
Environmental, Social, and Governance (ESG) factors have become crucial indicators of a company’s ethical standing and long-term sustainability. In industries like iGaming, where the balance between profit and responsibility is delicate, ESG metrics are vital. At BWC, we embarked on a comprehensive review of 21 leading casino and sportsbook operators to assess their ESG performance. Our goal is to provide players with clear, reliable information on which brands are committed to ethical practices and which fall short.
Key Findings from Our ESG Assessment
Our research focused on four critical areas:
Transparency: We examined how openly companies disclose their ownership, operations, and ESG efforts. Transparency is foundational to accountability. Our findings revealed a significant divide between publicly traded and privately held companies, which was expected.. Public companies, due to regulatory requirements, generally scored higher on transparency whereas most private companies offered minimal information.
ESG Plans and Reporting: We evaluated the presence and quality of ESG plans among the companies looking at responsible gaming specifically, and at general environmental, social and governmental factors. While many companies made statements about responsible gambling and sustainability, only a few provided concrete data or set measurable goals.
Compliance: Compliance with regulations, in areas like marketing, privacy, security , Anti-Money Laundering (AML) and player protection, is non-negotiable. Our research found that all companies had faced some form of regulatory action in the past, with varying degrees of severity. This highlights the ongoing challenge of balancing profitability with legal and ethical obligations.
Third-Party Data: To gain a broader perspective, we also considered third-party ratings from sources like Glassdoor and CSRHub. While these sources offered valuable insights, we found that they sometimes lacked consistency or depth. Nevertheless, CSRHub’s data provided a useful benchmark, particularly for companies that were otherwise difficult to evaluate.
Promoting Ethical Brands
After months of research, BWC identified 10 out of the original 21 companies that met our minimum standards for transparency, ESG performance, and compliance. These companies will be featured on our platform, where players can learn more about their commitment to responsible gambling, environmental sustainability, and social equity.
However, our work doesn’t stop here. We are committed to continuously refining our assessment methods and expanding our research to include more operators and go into more depth. Our aim is to set a benchmark for ethical practices in the iGaming industry and to hold companies accountable for their actions.
The Role of Players in Driving Change
A key motivator for our research is the power of the player. In an industry where the user experience is often homogeneous—most casinos offer the same games, payment methods, and bonuses—players can make a real difference by choosing to support brands that align with their values. By selecting operators that prioritise ESG factors, players can help push the industry towards more ethical and sustainable practices.
The Future of Better World Casinos
At Better World Casinos, we are just getting started. Our vision is to become the leading resource for players who want to make informed decisions about where they gamble. We plan to collaborate with industry experts to develop more sophisticated ESG assessment tools and to continue advocating for greater transparency and accountability in the industry.
As we move forward, we will focus on key areas such as responsible gambling, environmental impact, and governance practices. By shining a light on both exemplary practices and areas in need of improvement, we hope to foster a more responsible and conscientious iGaming industry.
The iGaming industry stands at a crossroads. As it continues to grow, so too must its commitment to ethical and sustainable practices. Better World Casinos is proud to be at the forefront of this transformation. By empowering players with the information they need to make responsible choices, we are helping to build a better future for the industry and its millions of customers worldwide.
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