The licence, which would come into force from July 1, 2023, is hailed as potentially “open up new opportunities and help expand EEZE’s services”.

In a statement, EEZE said: “For EEZE gaming, the acquisition of the Swedish Gaming License will open up new opportunities and help expand our services, offering high-quality products to a broader audience. 

“This move is set to be a significant development for the company and one that is expected to contribute positively to our growth and success.

“EEZE gaming is making a name for itself as a top-quality online gaming software provider, and this latest move shows our commitment to meeting the requirements of our partners. 

“We can’t wait to see what the future holds for EEZE gaming and how the acquisition of the Swedish Gaming License will contribute to its success.”

Spelinspektionen, the Swedish gambling regulator, previously estimated that 70 software licences would likely be issued before the aforementioned date. 

The new legislation will mean that only licensed suppliers will be permitted to operate in the regulated Swedish market. This, Spelinspektionen believes, will ensure that the “Swedish gaming industry remains safe and secure for players”.

The post EEZE: Swedish licence to open up new opportunities appeared first on CasinoBeats.

He emphasised on a recent SBC Webinar that bonuses are a vital tool, however should be utilised to reward “gameplay and winning” rather than “depositing or losing”.

Wicen continued: “Deposit bonuses [have] a very high bonus cost. You can get so much more out of giving some free spins and [players] get more fun out of it. They get the enjoyment out of actually playing those free spins. 

“If you give someone a 100% deposit bonus, people know that they have a huge wagering requirement they need to go through. They often will start betting higher so they will actually bet maybe one and a half or two times more than they normally would, which in the end leads to them probably losing the money just as quickly as they would have had they not had the deposit bonus. So in essence, they might not feel that they got more fun out of it.

“Moving towards rewarding players when they’re playing continuously with smaller rewards, so you get more dopamine exposures for the player, is probably much better than one huge deposit bonus in the beginning.”

Graeme Powrie, Chief Commercial Officer of EEZE, also echoed this sentiment, noting that a wider expectation of “on-demand entertainment”  from consumers means that smaller rewards more often “has to be more prevalent”.

He also added that due to the “insane” costs of bonuses and promotions, it is key to understand the demographic you are targeting.

He said: “Back in the day, it used to be login and spend X, get Y and you would send it to everyone. But very quickly you spot that 70-80% of those are just logging in to do that. If you’re not getting the returns, it’s about having the data to see which segments [are] getting a return rather than doing a shotgun approach and hoping your activities spike.

“You’ve got to be a lot more targeted and run multiple campaigns, which feels like more work, but you should get a better [return on investment].”

The Game window

Also present on the panel was Christian Melin, Chief Product Officer of Blixx Gaming, he detailed the importance of keeping customers within the game window rather than requiring them to leave in order to collect rewards or search for new games.

“Not many are taking it as seriously as they should,” explained Melin. “We worked a lot at Entain on how you show leaderboards and how you show if you have a mission you need to complete, which is very hard as you need to make sure that you do not take the player away from the feel and mood of the game. 

“If something is around that you want to keep them there and not have [them] go out and collect the free spins, not many operators have got that right. [At Entain], we made [the game window] shorter and had a bar on top where you could see where you were on the casino tournaments.”

Melin added that when a feature was included to search for different games within a game window, session lengths improved by 12-13% which“makes you more money”. 

On this point, Powrie added: “When you speak to customers, intuitive navigation and attractive designs are much more important, but the most important thing is not to overcrowd the interface and that there is  a fine balance between  giving the customers just enough information and pulling away things they want.”

To hear more about balancing the bonus budget, gamification and more, click HERE to watch the full webinar.

The post SBC Webinars: a new approach to bonus engagement appeared first on CasinoBeats.

Tatiana García Barrenechea, Commercial Director for LatAm at Light & Wonder, Thomas Smallwood, Chief Commercial Officer at ESA Gaming, Izabela Słodkowska-Popiel, Head of Account Management for North America and Latin America at Wazdan, Helena do Couto, Regional Legal Officer LatAm at Eeze, Alvaro Camargo, Country Manager Brazil at Xtremepush, and Thiago Calmon, Online Sales Manager at R. Franco Digital, conclude the latest CasinoBeats roundtable by addressing critical factors to consider to achieve success and issuing a vision as to what the market could ultimately look like.

CasinoBeats: What are the key factors operators need to consider when putting together a profitable offering that appeals to players and bettors and how important is localisation?

Tatiana García: Without a casino-floor heritage, Brazil requires a bespoke approach to content, and it will be intriguing to discover early trends that emerge once the regulated market goes live.

We believe certain game types will appeal to a large segment of players in the country, with crash games being one in particular. They offer quick-fire, unpredictable entertainment that is engaging while also simple to understand for those players who are not acquainted with feature-rich slot experiences.

Our analysis also suggests that video bingo games will be a big hit for operators, along with three-reel slots that are accessible and engaging. 

Thomas Smallwood: Selecting the right local partners is crucial. We pride ourselves on offering our game aggregator system as a localised product, not only in terms the game suppliers we offer but also the experience we can add.

Having relevant themes and popular game types, such as our mine games, which have proved very popular in the past in Brazil can make a significant difference. 

Player loyalty will also be essential in a market where tax impacts operators, suppliers, and players alike. Those operators who adopt innovative cross-selling techniques, like our EasySwipe games accessible through our sportsbook widget, can gain an edge by driving conversion from sports to casino without cannibalising existing revenue streams.

Izabela Słodkowska: To develop a profitable offering in Latin American markets, operators must prioritise player demographics and preferences, tailoring content and promotions for each specific region.

Localisation is essential: adapting to diverse regulations, preferred payment methods, and responsible gaming standards helps foster trust among players. A strong, region-specific approach not only enhances credibility but also boosts long-term growth potential across Latin America.

Helena do Couto: Beyond gathering data from current player behaviour, it’s essential for operators to present themselves to potential players in ways that captivate, connect and build trust.

When comparing Brazil to Europe, its territory covers an area roughly 80% the size of the entire continent. So, although Brazil is just one country, it is crucial for operators to explore the cultural diversity of each region. This approach helps players feel recognised and connected to the operator. 

The Brazilian tendency to bargain for discounts and love of giveaways translates into a market preference for bonus offers. Connection can also be enhanced by integrating the operator’s brand into elements already familiar to players.

Trust will be built on a license to operate in Brazil, clear games rule, and efficient customer service, given the country’s strong consumer protection system. And of course, a portfolio featuring the most popular games among Brazilians, with a dash of new releases.

Alvaro Camargo: This is a good question. While entering the market with a set of services and products that have been successful in other markets is a reasonable strategy, it is also vital to remember that you are dealing with a very specific audience.

You need to understand your customer and the ways that things are run in Brazil. There are local habits and cultural differences that have a big impact on the way customers relate to brands and operators. 

It is also important to understand that Brazilians are impulsive, emotional customers. Well-structured support teams and service levels are required to allow players to make quick deposits, interact and offer real time incentives in a dynamic way, constantly keeping them engaged.

Brazil is also a very visual culture, too. By packaging services attractively, this will help to keep players within an ecosystem.

Thiago Calmon: To succeed in the competitive gaming and betting industry, operators must prioritise a seamless user experience. This involves optimising both website and app interfaces to ensure intuitive navigation and accessibility for all players.

Coupled with this is the importance of offering flexible payment options tailored to local preferences. By accommodating various payment methods that resonate with regional habits, operators can enhance user convenience and build greater trust among their clients.

Localisation within content is also essential; understanding local interests, such as favoured sports and cultural nuances, enables operators to engage effectively with their target audience. Additionally, emphasising responsible gaming practices is crucial in establishing a trustworthy brand.

By promoting a safe and responsible gambling environment, operators not only foster player loyalty but also contribute to the integrity and sustainability of the industry as a whole.

CB: Finally, amid reports that Brazil won’t be quite as lucrative for operators as was first predicted, what is your ideal vision for the future of the regulated market in the country?

TS: My ideal vision for Brazil’s regulated igaming market is one that strikes a sustainable balance for all stakeholders—operators, suppliers, players, and the regulator. For regulators, this shouldn’t just be about blocking unauthorised sites; they also need to create an environment where regulated operators can flourish.

Such an approach would benefit players, maintain industry integrity, and ensure long-term growth. A balanced ecosystem, where regulation doesn’t stifle opportunity, would make Brazil a leading example in LatAm and beyond.

It can also lead to Brazil becoming a hub for companies looking to establish a corporate presence to target the wider LatAm region and to lessen the impact of withholding tax.

IS: The ideal future for Brazil’s regulated market would strive for a balance between fair profitability and sustainable growth.

This includes streamlined licensing processes, moderate tax rates, and flexible payment solutions. Such an environment would encourage investment, enhance market competitiveness, and serve as a benchmark for regulatory practices in Latin America, fostering trust and promoting growth across the region.

HdC: It depends on what was previously forecast as profitable. There is, of course, a difference between the period prior to the regulation and the one that will begin on January 1, 2025, but Brazil will continue to be a major force in the betting sector.

As for my ideal vision, I imagine an industry recognised by everyone for what it is: a form of entertainment. People will understand that regulation – not prohibition – is the best path.

Regulations will be consolidated, discussions about interpreting the rules will be minimised to almost zero, data published by institutions and the media will be accurate, and we’ll be able to focus all our energy on improving the product and player experience.

AC: We have a unique tax structure, so that presents a challenge to companies entering the market. The government has proposed a lot of questions that will affect profitability, but there has to be an understanding that it’s all about scalability.

In the pre-regulated market you had small, profitable operations that did not spend much on marketing and instead went down the route of affiliation. With the new structure in place, the margins that were in play no longer are and that means businesses will need to go big. Otherwise, it will be very difficult to become profitable. 

This is where customer engagement also becomes invaluable, interacting with existing players in the right way. If operators gain highly relevant data about their customers and leverage that effectively, connecting with them effectively at the right times, this can help to extract so much value compared to chasing new players.

TC: In the gambling industry, it’s crucial to understand that although initial profits may not meet expectations, a well-regulated market can bring significant long-term benefits. Establishing a transparent environment protects players and encourages fair competition among operators.

Clear regulations enhance trust, promoting responsible gambling practices and instilling confidence in stakeholders. This transparency attracts investment, as stability and integrity are appealing to investors.

For Brazil, creating a reliable market not only benefits local operators but also enhances its global competitiveness. Supporting innovation through strong regulations will ensure the industry meets consumer expectations while respecting ethical standards, contributing to long-term sustainability and growth in Brazil’s gambling landscape.

TG: Brazil is the biggest country in Latin America and with a population of 250 million people, the potential for our industry to flourish is substantial. It is really important that within the regulated market, players are presented with the widest possible range of content that appeals to every segment.

This will help channelisation efforts, enabling Brazilian operators to deliver entertainment that is fun, wide-ranging and above all, safe and secure. I am optimistic this will be the case once regulations kick into effect early next year.

It’s a very exciting time and we look forward to continuing to work with operators, alongside our commercial and games teams, to ensure that this is a very successful market for Light & Wonder.  

The post What does a perfect Brazilian market comprise? appeared first on CasinoBeats.

In the first of a two-part special, CasinoBeats spoke to Alvaro Camargo, Country Manager Brazil at Xtremepush, Thiago Calmon, Online Sales Manager at R. Franco Digital, Tatiana García Barrenechea, Commercial Director for LatAm at Light & Wonder, Thomas Smallwood, Chief Commercial Officer at ESA Gaming, Izabela Słodkowska-Popiel, Head of Account Management for North America and Latin America at Wazdan, and Helena do Couto, Regional Legal Officer LatAm at Eeze, about the current standing within the country, as well as how critical it is for the continent as a whole that Brazil becomes a raging success.

CasinoBeats: How optimistic are you about the current state of play in the regulated gambling industry in Brazil?

Alvaro Camargo: We are very excited, because we have seen the regulators have understood what is at stake. Many companies were concerned about whether the regulations being put in place would be attractive, but there has been a significant movement in terms of applications for Brazilian licenses.

There are also many foreign suppliers and operators looking to make a big play in the market, bringing with them major investment and top-level industry expertise. All of this contributes to the raising of the quality within the market, in terms of services, the professional teams involved and ultimately, the customer experience.

Thiago Calmon: I hold an optimistic view on the Brazilian market’s future. There is significant potential for growth, driven by rising interest from both local and international operators. With the regulatory framework launching early next year, a foundation is beginning to form, which is a positive step towards market maturation.

However, it is important to acknowledge that specific challenges must be addressed to facilitate the market’s full development. These hurdles will need strategic navigation to unlock the full advantages of this burgeoning landscape.

Tatiana García: The region’s biggest country embracing regulation is a highly significant event not only in LatAm, but across the entire world of online gaming. The number of licence applications that have been submitted ahead of the market’s launch at the start of next year shows that there is a strong appetite to become actively involved in what is an exciting opportunity.

I expect a wide range of industry stakeholders will want to be heavily involved very early on, including Light & Wonder, supplying the market with the content and services that will help to create a highly entertaining, safe gaming environment.

Thomas Smallwood: I’m cautiously optimistic about Brazil’s regulated gambling market. It’s a promising yet complex space with strong potential. We’ve seen significant growth in recent years, although this has slowed somewhat as regulation approaches. However, in general, it bodes well for content providers as it signals a maturing market.

If the regulatory rollout is smooth and taxation does not stifle the industry, we could see sustained growth and continue attracting international operators and developers keen to tap into this lucrative market.

That said, challenges do remain, such as multiple layers of taxation and uncertainty around how various costs will be shared between operators and suppliers, not to mention the current time constraints around regulation by January 1 this may be delayed in the near future.

Izabela Słodkowska: The outlook for Brazil’s regulated gambling industry is highly optimistic. Recent regulations for online betting and casino games are expected to drive significant growth, potentially reaching a $3b market by 2027.

Although the regulatory landscape poses operational challenges, Brazil’s framework is aligned with the growing trend of responsible gambling in Latin America, making it a promising opportunity for operators looking to invest. 

Helena do Couto: I would say I’m a realistic optimist. Regulation has been necessary for years, and today, we have it in a comprehensive format. However, it is new, and the administrative authority responsible is also new.

While it is certainly composed of competent people, it is still in its first year of operation. We also have some conflicts between state and federal jurisdictions as operators and the entire chain involved are adapting to the rules and conducting tests. 

In other words, we have the theory – the legislation and ordinances – ready. Now, we’re creating practical experience from this theory, adapting operations that previously followed other regulations, such as those from Curaçao. So, the current state is one of intensive learning, but I am certain that this somewhat turbulent adaptation period we’re experiencing has its days numbered.

CB: How vital is it for the continued growth of regulation in Latin American markets for Brazil to be a success story?

TC: Brazil’s success is of paramount importance within the context of Latin America’s regulatory landscape. As the largest market in the region, Brazil has the potential to set a benchmark for other countries to follow. If Brazil can develop an effective regulatory framework, it could pave the way for similar strategies across Latin America.

This would not only drive growth and attract investment, but also contribute to creating a more cohesive and unified regional market. Thus, in my opinion, Brazil’s regulatory journey is essential for fostering a stable and favourable business environment that benefits the entire region.

TG: Brazil is undoubtedly a very important country and its impact after launch will inevitably have a ripple effect across other countries considering putting regulations in place. The balance of a thriving, competitive market with all-important protections for players is one that we believe can act as a model for others to follow. 

At the same time, what operators need to offer players to thrive does not necessarily translate easily across the region. Brazil has not had legal land-based casinos in place in most people’s lifetimes, meaning it is slightly different to many other existing regulated markets across LatAm from a player and content perspective.

We have seen that Argentina, with its land-based casino heritage, has become a success in several regulated regions despite challenging economic circumstances. It is a similar story in Mexico, where that casino heritage has helped our popular, recognisable omnichannel franchises to perform well.  

TS: Brazil is in a prime position to become Latin America’s gambling hub, offering ample opportunities for both domestic and international stakeholders. As the largest economy in the region, with a population exceeding 200 million and a deep-rooted sports culture, Brazil could set a strong precedent for other markets in the region.

Success will depend on a model that balances operator and supplier profitability with robust player protections, making regulated markets more attractive across LatAm. If tax burdens, for instance on player winnings and gaming companies, are carefully managed, the country could become an exemplary case for sustainable growth.

IS: Brazil’s success in establishing a regulated gambling market is critical for the broader regulatory progress in Latin America. It sets a vital precedent for market stability, revenue generation, and responsible gaming practices across the region.

As one of the largest potential markets, Brazil’s effective regulatory framework could encourage neighbouring countries to adopt similar measures, enhancing Latin America’s appeal to international operators and investors.

HdC: Brazil plays a central role in Latin America, and this influence extends beyond the igaming industry. Brazil borders nearly every country in South America, spans continental dimensions, and is the largest economy in LatAm. It acts as the main driver of investment, innovation, and serves as a strategic hub for market expansion and regulatory developments in emerging areas.

Brazil’s success – which is already underway – will inspire other countries on the continent who have not yet regulated the sector to do so and will draw the attention of both local and global investors to a region with clear potential for investment and growth.

AC: While we already have regulated markets across LatAm, the relevance of Brazil in the region cannot be overstated. Once a market of this size goes through the process of creating and rolling out a regulatory model, implementing its policies successfully, it speaks to what is possible for neighbouring countries.

Thanks to strong policies and a layer of built-in protection for the supplier, operator, service provider and customer, Brazil presents a positive outcome that can certainly be emulated elsewhere.

The post Roundtable: is a Brazil success story critical for the whole of Latin America? appeared first on CasinoBeats.

As a result of the strategic partnership, 1X2 Network’s roster of operator partners will be able to add live casino titles that feature ‘dynamic 3D environments and innovative virtual hosts’ supplied by EEZE to their online casino platforms. 

“We are thrilled to partner with 1X2 Network to bring our innovative live casino content to an even broader audience,” said Graeme Powrie, Chief Commercial Officer at EEZE.

“1X2 Network has a fantastic reputation as a leading aggregator, and this partnership will allow us to grow our footprint while delivering exciting and immersive experiences to players around the world.”

EEZE games to be added to 1X2 Network’s aggregation hub include Absolute Blackjack, Roulette, and Baccarat, enhancing the aggregator’s third-party content hub that has been supplying operators since 2014. 

Kevin Reid, Chief Commercial Officer at 1X2 Network, added: “We’re delighted to add EEZE’s forward-thinking live casino content to our aggregation offering. Their commitment to providing high-quality, customizable gaming environments aligns perfectly with our mission to deliver the best possible content to our partners. 

“We are confident that our customers will enjoy this new and unique range of live casino experiences.”

The post 1X2 Network allows EEZE to reach ‘an even broader audience’ appeared first on CasinoBeats.

We spoke to BetGames Chief Product and Business Development Officer Ian Catchick and Eeze Chief Commercial Officer Graeme Powrie to get their thoughts on the future of live dealer games, and how advancements in technology could affect the importance of finding a balance between classic gameplay and innovative new features.

When creating a successful table game, how important is it to balance retaining the elements and feel of classic games while introducing enough fresh features to make them unique? 

Ian Catchick: You need a balance of both, and this is typically the way we build any established table game. Everybody loves to see innovative new features, and it is important to balance these with the game that people know, trust and understand. When we design a table game, we always respect the game’s heritage and add features that we believe benefit the player. 

Additionally, taking the player on a gradual evolution instead of wholesale changes in one go is often the best way to onboard and retain them by keeping things simple and easy to understand, ensuring they don’t feel alienated by complex new mechanics.

Graeme Powrie: In short, it is incredibly important, because customers appreciate familiarity with products that they already know. If you have to spend time educating players, it is more likely they will pivot to a game they understand, rather than waste their valuable time learning complex mechanics. 

That is why wheel games are still so popular. They offer incredibly straightforward mechanics that players can understand without the need for audio or a written explanation. They get a feel for the entire game within a few spins.

How can evolved versions of classic favourites boost cross-selling opportunities to bring in new players and additional revenue?

Ian Catchick: Different player risk categories need to be catered for, so making the call to action and USP clear and understandable provides the space to target these specific player segments. For example, the low-risk player looking for regular returns will not get excited by features that create more volatility in the game, and vice versa. 

When a classic game is enhanced, it’s essential to know who this game will target to ensure clear communication as to how this addresses the player’s needs. Players should also be allowed to try and engage with the new product, with a focus on simplicity, ease of play and providing a fresh experience to empower them to decide for themselves. 

Furthermore, when building games at BetGames, we are always identifying ways in which products can be closely associated with sports bettor play journeys and behaviours. We have developed several titles with this demographic in mind to help us bridge the gap between sports and casino, onboarding them to our products. This means that we can cater to and address the needs of not only current casino players but also recreational sports bettors wanting an easy play experience as they discover casino games.

Graeme Powrie: With the exception of probably roulette, where multipliers have added huge interest in attracting players from a new demographic, variations of classics aren’t as attractive for cross-selling. We have found that gameshows are probably the most engaging way of attracting slots players into the live casino sphere, with a similar RTP, and bonus rounds which really drive engagement and anticipation – unlike the steady grind of a blackjack session. 

What makes the live casino genre unique is its social nature, and people naturally like to play with other people, so the community aspect is important. Even little details, such as live dealers historically being perceived as trusted more than RNG by many players, are key to understanding when developing a product that reaches new demographics, where they can all celebrate the wins together.

There is also a sense of occasion with the gameshow format. Each experience is different which adds to the excitement for players, particularly when those bonus rounds hit, the anticipation is key.

What table game trends have proven popular in previous years and what are your predictions for future trends? 

Ian Catchick: There has been a move towards quicker gameplay with bigger prizes, and to some extent, a greater emphasis on risk-reward gameplay. Community elements such as chat functions are also important trends. Even if players don’t regularly engage in chats, they often like to watch other players chat as part of their entertainment experience.  

Overall, games are getting faster as players’ time becomes more precious, and finding a simple way to bet, play and win for short sessions is a notable change in player behaviour. Also, finding new content ideas for players to trial allows them to get a unique experience that will either convert them to the new game, see them remain with the old one, or share and grow their play revenues across different variants.

Graeme Powrie: The only certainty I can give is the wheel will maintain its popularity and longevity. Gameshows are expensive to develop, but customers will quickly tell you if they’re bored of your product or love it. Everyone knows the wheel, which provides a perfect building block to then be creative in the bonus rounds around what is a familiar and recognised bonus delivery mechanic. 

An area that the industry is yet to address is creating snackable content for live casino players, such as a game which provides short play sessions while waiting for a bus or train. That fast, digestible, quick-win gameplay hasn’t really been developed yet, and it’s an area where we can be inventive as providers.

What does the future of table games look like from your perspective? Will vintage games always attract players or could the emergence of AI and virtual reality lead to an entirely new style of gameplay?

Ian Catchick: Vintage games will continue to remain important to players, and the significance of these games should not be underestimated. AI and VR will become increasingly important in personalising the player experience, identifying more effective ways to entertain and engage players. New technology will also drive quicker and more cost-effective game development and launches, allowing more content to be tested in the market.  

Having the opportunity to personalise products with these tools will enable players to enjoy a completely customised gaming experience that is unique and compelling to them. The data that these tools can collect will also inevitably help drive greater and more enriching innovation in the future, in turn allowing providers to create a much larger portfolio of table game content that caters to the needs of both casino and sports bettors.

Graeme Powrie: There will always be a space for the traditional games as they are so well known and loved, but the future for operators is having something to offer their customers that is exclusive and bespoke, allowing them to stand out from their competitors. 

Using AI and cutting-edge video technology, operators should be able to customise everything they want. This can even include showing different versions of the same game to different segments of players. 

The future in this space should focus on giving operators as much creativity as possible within a framework. If we hand them the ability to spin out different versions of the base game through new tools, then it opens up lots more opportunities. This is a similar model to slots, where base games can be tweaked to create entire new genres, while also enabling rapid speed to market and a built-in level of familiarity.

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