Interviews
Exclusive Q&A with Rhydian Fisher, CEO of Instant Win Gaming
Rhydian Fisher is CEO of Instant Win Gaming (IWG), the leading provider of instant win style games to lotteries, commercial brands and platforms in the digital lottery and online gaming sectors. Following the launch of the company’s games with the New Hampshire Lottery, we had the opportunity to speak to Rhydian about recent developments at IWG, the expanding market for digital eInstant lottery games, and in particular the US Lottery opportunity.
Gaming Americas: Congratulations on your games going live with the New Hampshire Lottery. For some background, what are digital eInstants and how will they enhance the lottery’s online offering?
Rhydian Fisher (RF): Digital eInstants as they’re called in the lottery world, or instant win games as they’re often referred to in the commercial gaming world, are a category of online wagering games where the interactive fun is the primary focus. In a general sense, whereas online casino games are all about the chance to win with some interactive fun, eInstants are all about the interactive fun with some chance to win. This differing orientation is really the root of it all. Typical casino players are motivated by the thrill of staking money, and the corresponding volatility of winning and losing. On the other hand, typical eInstant players are, first and foremast, seeking some casual entertainment but love the idea that they might just win some money. This difference very much mirrors casino versus lottery entertainment in general.
To players, eInstants are casual in style, and often really simple to play. However, designing games with these characteristics, yet deliver sustained engagement, is anything but simple. Here at IWG, we have a 20-year history of developing exclusively digital eInstants. No one else has been so solely focused on this in the dedicated way that we have. And, when you have the opportunity to devote consistent focus to one category of games over a such a sustained period of time, you get amazingly good at building them. Today, we proud to be able to say that we’re the best in the world at it.
In New Hampshire, we’ve made a strong start by launching a range of eInstants including New Hampshire Cash Expander, a localized title that tailors our popular Cash Expander mechanic specifically for New Hampshire players. Through previous experience, we know that localized games really resonate with players and we’re expecting the latest title to be a big hit.
Gaming Americas: What is the state of the eInstant lottery market today?
RF: We were fortunate to get involved with this category early on, and it’s certainly been an evolution. In the very beginning, circa 2000, a few lottery operators, like Camelot in the UK, were launching online sales, and were looking for digital games that paralleled their retail instant ticket games. Back then, we had no experience in this, but neither did anyone else, so we set-up shop, started imagining how these games might play, and then jumped in and began building them. From there it’s been a continuous process of iteration. We develop a game, we release it, we analyze the resulting data, we apply what we learn, and we develop the next game. We repeat this process over and over – it’s pretty straight forward. But, it’s culmination of 20 years of learnings that make our games authentic.
The lottery market has become our core focus. Today, we provide eInstant games to 23 WLA/NASPL member lotteries around the world. More and more lotteries are setting up ecommerce channels for what has predominately been a retail-only sales model. We expect this trend to continue. In the US, for example, lottery is a $90 billion per year category, and instant games represent more than 65% of this. Therefore, as these lotteries launch online sales channels, it is very necessary that they have digital eInstants to offer their players.
Gaming Americas: How does managing an eInstant portfolio compare to managing a retail instant portfolio?
RF: There are many similarities, but the demands of the internet channel means that everything is accelerated. One of the more obvious examples is the percentage of prize payout. In the US, a typical retail instant game will have a prize payout of 65% – 80%. This has proven to be optimal for a product that can only be purchased by players during their periodic trips to a retail outlet. However, the addition of an internet channel means that games can be now be purchased wherever and whenever. This translates into much higher play volume, and to be fair to players, this higher play volume must be supported with a higher prize payout. As a result, a typical online eInstant game will have a prize payout of 80% – 85% or more.
A less obvious, but equally important example, is frequency of game launches. Lottery players seek out games that are casual to play. At the same time, they are particularly drawn to the newest titles. With retail instants this might mean a roadmap of games with new launches on a monthly basis. In the internet world, the time dimension is much faster paced. A typical eInstant roadmap will plan a two-week cycle between game launches for most of the year, supplemented by weekly launches during peak seasonal periods.
For suppliers, it helps if you have a culture that thrives in complexity. Across the 23 lotteries that we supply around the world, we’ve never ever delivered the same game twice. There are always custom elements required for each delivery which will range from game theme to prize math to style of outcome engine to a myriad of other factors. The bottom-line, in the lottery sector, non-standard is the standard.
Gaming Americas: Certainly, the retail channel is hugely important to lotteries. What impact do eInstants, and in general, selling lottery online have on retail sales?
RF: This has been one of the real success stories as lotteries modernize. Of course, lotteries everywhere are either already selling their games online, or are considering doing so in the future. It is now common for a lottery’s online channel to account for 20% or more of total sales. Along with this, eInstants will often represent 70% or more of these online sales.
At first, the specter of an additional sales channel can be a concern to the brick and mortar retailers who have been a lottery’s exclusive channel partner to this point. However, across the board, selling online has proven to increase retail sales as well. The reason is straightforward. The lottery’s traditional, cash-only, in-person way of selling games has not kept pace with the modern consumer. Long time players might continue to purchase in this traditional way, but new players can no longer be acquired as efficiently. Modernization, meaning adding online sales, opens up the lottery to a far broader world of potential new players. And, when a lottery introduces a player to its games through its online channel, that player becomes a buyer at retail as well.
Our customer the Michigan Lottery, for example, has been selling their games online for more than five years and have seen traditional retail growth of 45% during this period. Our customer the New Hampshire Lottery, in just its first year of online sales, simultaneously, grew retail sales by 16%. The same trend holds true for every lottery in the US that has instituted online sale. Once a lottery begins selling online, they quickly experience a shift in the support they get from their very important retail partners–from concerned resistance to proactive support.
Gaming Americas: What steps are lotteries taking to support their retail partners?
RF: Even in the case of a lottery where 20% of its sales are online, this means that 80% comes through its retail channel. So, lotteries always take steps to include their retail partners in their online sales initiatives. And, there are many ways to do this.
Our customer, the Pennsylvania Lottery, has integrated its traditional retailers into its affiliate program. A retailer earns affiliate fees by signing up players for online accounts.
Our customer, the Michigan Lottery, offers players the option to fund their account by purchasing a prepaid lottery card at any of their traditional retail outlets. The retailer earns a commission on these sales.
Every lottery we work with is innovating on ways to sell online while also expanding retail sales. And, the collaboration is producing great results.
Gaming Americas: What has been the COVID-19 impact on the lottery sector?
RF: I’ve been in contact with many lotteries during the COVID-19 crisis. Of course, their number one priority is keeping their staff safe and healthy. Beyond that, lotteries understand that they serve an essential function during normal times, and even more so during times like now—generating vitally needed funds for their beneficiaries. Therefore, maintaining uninterrupted operations, in a world of disrupted supply logistics and shelter-in-place orders, is more than ever, the day-to-day focus. No surprise, but those lotteries that currently sell their games online have increased their marketing focus on this channel. And, many lotteries not yet online have been asked to immediately explore plans for setting up online sales, to potentially be actioned once we’re beyond the crisis. Certainly, over time, all lotteries will need to modernize to keep pace player preferences. I suspect that the urgency of the moment may accelerate the thinking on when to do so.
With localisation, speed to market, and cross-state scalability at the heart of its strategy, RubyPlay is proving that relevance—and results—come from understanding both the player and the moment. Dr. Eyal Loz, Chief Product Officer at RubyPlay, discusses the company’s fast growing US presence and how its agile, insight-driven approach is resonating with players and operators alike. From crafting bespoke branded content to rolling out favoured mechanics with modern twists, RubyPlay is positioning itself as a key partner in the evolving iGaming landscape.
Just a few months into RubyPlay’s US journey, how has player response shaped your perception of the market? And how will these insights shape your roadmap going forward?
We see very strong player preferences to games that combine a Hold and Spin mechanic with perceived persistence. We also see that American players respond well to classic themes with a clear modern flavour. None of this was very surprising, as we are very well tuned with the preferences of players in America. The RubyPlay offering was always optimised for American players, and it’s nice to see that our roll out is working so well, as we expected it to.
We also explored a handful of innovative mechanics that are less prevalent in traditional land-based casinos, and we are happy to see that these were also well received.
Titles like Mad Hit® Diamonds and Diamond Explosions 7s® SE are a few of your early standouts. What do you think is making these games click with the US audience compared to other markets?
These two titles are solid performers in all markets, so we had high expectations to see these perform very well with American players. Both these mechanics have all the elements that make for a strong US title – Hold and Spin, perceived persistency, Buy Feature and a solid art package with a classic yet modern feel.
The US iGaming market is unique, not just in regulation, but in how players engage with content. How does your strategy for the US differ from other global regions and how do you maintain global competitiveness while staying locally relevant?
It’s important to remember that top performing mechanics tend to transcend time and space. Hold and Spin mechanics have performed well in almost all markets since they were introduced over 10 years ago. What makes a specific game more relevant to one specific region is the theme and flow of the game. For example, games featuring mahjong tiles will perform well in South East Asia but will not perform to the same level of success in the US. Similarly, games with strong Egyptian themes will not perform in Asia but have a good potential in the US.
RubyPlay’s superpower is in our velocity and adaptability. We are able to identify opportunities with operators to support their brand identity and create specialised bespoke content for them, taking into consideration elements such as the relevance of that theme to the market, and the brand of the operator. We live in a branded reality, and we consider our client’s brand a top priority.
You’ve spoken about empowering brands through strong partnerships. How do you approach collaboration in the US market to ensure both RubyPlay and its partners succeed?
Brands are a lifestyle in the USA. We have to understand this first in order to reach the audience in the way that our US partners take as second nature. By focusing on building high velocity, we are able to create relevant bespoke content for our partners that is unique to their needs.
Velocity is really important because branding opportunities don’t last very long. When a client negotiates a collaboration between their brand and a 3rd party, the deal will always close very late and will not last very long. Our ability to be in tune with the reality of such short deliveries on tight schedules, measured in weeks, not years, has given us a disproportionate advantage.
We have a stronger awareness of special events, whether sports, holidays, or cultural, and our responsiveness allow us to always stay relevant through our portfolio or bespoke content with the timings of such events in mind.
What role does localisation play in your expansion strategy?
Localisation is absolutely crucial. As I mentioned before, the combination of a robust and large variety of game mechanics, combined with the ability to minimise time to market thematically, we are able to always stay relevant to new markets we started operating in. When entering a new market, it’s hard to predict what is going to work, so building velocity, and keeping an open mind is key.
With more states opening up, how is RubyPlay preparing to scale its presence across the country? Any new or upcoming experiences or innovations players and partners can expect this year?
We are well on our way to enter Pennsylvania and West Virginia as we are well aware that US. operators are heavily focused on a cross-state strategy regarding promotions. If we can support this by having the top states, we ensure a stronger and more effective experience for players with branding in mind. After all, markets are one of the most important product features.
Other than that, we are planning to roll out our Awarded Feature with many of our direct clients. This will allow operators to award the Buy Feature for free via a back-office campaign. We saw this can be very effective in branding, retention and acquisition, and allow operators to either award players with the best part of the gaming experience, or up-sell promotions via their CRMs.
I’m very excited to see the impact the Awarded Feature will have with our partners on all areas of their business.
Revolutionising Cricket Premier League: Max Sevostianov – COO at Betbazar, shares insights on how AI-Cricket and hyper-local data products are helping Operators engage, convert, and retain players year-round
With the start of the Premier League cricket season in India, what key trends are you seeing in the iGaming industry around this sport?
We’re witnessing explosive demand for faster, more immersive cricket content. Ball-by-ball gaming is really taking off, driven by players who crave real-time action and micro-engagements. This has pushed Operators to double down on mobile-first experiences — speed, accessibility, and UX are everything in this space.
Another standout trend is hyper-localisation. It’s no longer enough to offer cricket content in English — platforms are integrating regional languages, tailoring promotions based on local fandoms, and weaving in fantasy-style formats that resonate deeply with Indian audiences.
Perhaps the biggest shift we’re seeing is strategic: cricket is evolving from a seasonal event to a sustainable, year-round revenue channel. Operators aren’t just riding the IPL wave — they’re building ecosystems around domestic leagues, international fixtures, and even niche formats, ensuring engagement doesn’t drop off after the final.
Do you think the league will trigger a revenue surge for South Asian Operators? What should they focus on to make the most of this opportunity?
Absolutely — the Premier League is essentially Black Friday for cricket in India and the wider South Asian market. It’s the peak of the calendar, where user engagement and volumes skyrocket. But high traffic alone doesn’t guarantee high returns.
To truly capitalize on this opportunity, Operators need robust infrastructure. That means rock-solid uptime, especially during critical moments like the toss or final overs when activity spikes. Fast bet settlements, wide market coverage — from traditional formats to more niche or prop bets — and content that keeps users hooked, like virtuals or eCricket, are all must-haves.
This season, the winners won’t just be those with the most users — they’ll be the ones who can scale seamlessly, automate efficiently, and deliver content that’s as thrilling as the match itself.
What cricket-related products are currently making the biggest impact in the iGaming market?
Three products are really making waves right now.
First, Virtual (AI) and eCricket formats are proving to be game-changers. These always-on experiences keep players engaged even between live matches, maintaining momentum throughout the season and beyond.
Second, high-frequency data feeds are unlocking a new level of interactivity. Instant markets, player props, and ball-by-ball gaming are now the norm, providing users with a dynamic and deeply immersive experience, especially appealing to mobile users who seek fast, responsive gameplay.
Finally, localised and gamified content is crucial. We’re seeing strong traction with fantasy-style elements and UI’s designed specifically for cricket fans. When combined with regional language support and tailored promotions, this kind of personalisation boosts both engagement and long-term retention.
These innovations are driving serious volume — and, more importantly, keeping players coming back.
Betbazar recently launched a new product – AI Cricket. Can you walk us through its key features and what makes it so promising?
AI-Cricket is the latest innovation on Betbazar’s marketplace, and it’s setting a new benchmark for virtual sports. At its core, it delivers 24/7 AI-powered cricket matches with realistic gameplay that mirrors live action — from batting styles to fielding dynamics — all generated by advanced algorithms.
What truly sets AI Cricket apart is its end-to-end automation. Everything from match creation to odds generation is fully automated, allowing Operators to run with minimal overhead and maintain a consistent 8% margin, without the need for manual trading.
On the user side, it’s all about engagement. The product supports fantasy-inspired modes and even customisable avatars, offering a highly immersive experience that feels fresh every time. And because it’s always available, it gives Operators a powerful tool to drive retention, even during downtime in the real-world sports calendar.
So AI-Cricket blends innovation with profitability, making it a standout product for today’s cricket-focused iGaming market.
Сricket coverage in Betbazar’s Live Data Feed is described as unique. How broad is the coverage, and what specific advantages does it offer to operators?
Betbazar’s Live Data Feed offers one of the most comprehensive and operator-friendly cricket solutions in the market today. We’re talking about 15,000+ pre-match and over 9,000 live Cricket & Kabaddi Events, and an additional 10,000+ AI Cricket events each year — a scale that ensures operators can engage users year-round.
But what really sets it apart is the quality behind the quantity. Settlement times for top events are incredibly fast, typically within five minutes after the match, giving players confidence and keeping the gaming process flow smooth.
From a technical perspective, we’ve built it for performance, featuring low-latency updates, a high SLA for reliability, and customisable margins that allow Operators to fine-tune their offerings to suit different markets and risk profiles.
In short, it’s a powerful, high-performance data solution designed to meet the fast-paced demands of modern cricket, enabling operators to stay ahead of the game.
About Betbazar
Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is to build a digital iGaming marketplace that connects creators with operators, accelerating growth through best-in-class products.
Looking Back: Growth & Achievements
FBMDS is celebrating five years of expansion and innovation. How would you describe the brand’s journey during this time?
Our journey over the past five years has been one of bold moves, strategic growth, and relentless innovation. As part of the FBM® Group, we began as pioneers in Video Bingo, but our vision extended far beyond that. We have focused on delivering profitable products to our clients and engaging gaming experiences to players. By expanding into multiple gaming categories and strengthening our global presence in key markets like Mexico and Brazil, we have redefined what a localized, player-centric gaming experience should be.
What were the key milestones that shaped FBMDS’ success over the past five years?
Several milestones have defined our success. First, our solidification as a market leader in Video Bingo and Lotto Games, setting the gold standard with best-seller products like Multi Mega, Power Pick Lotto, and Champion IV. Our leadership in Video Bingo is reinforced by unique features like the jackpot system, Magic Ball, and attractive paytables, all of which drive engagement and retention.
Second, our presence at international trade shows has played a crucial role in strengthening relationships with key partners and clients while reinforcing our brand positioning, as seen in events like G2E Las Vegas 2024. Lastly, our rapid expansion in the LATAM region, particularly in Mexico and Brazil, has solidified FBMDS as a trusted and respected brand in a highly competitive landscape.
What has been the most significant challenge, and how did FBMDS overcome it?
The online gaming industry is highly competitive, and differentiation is key. Our challenge was to deliver games that not only stood out but also ensured profitability for operators and engaging experiences for players. We tackled this by investing in customization, localization, and innovation—ensuring that every product aligns with the preferences of specific markets. Our ability to adapt game mechanics, themes, and retention strategies has positioned us ahead of the competition, creating unique gaming experiences that drive business success.
Product Evolution & Market Leadership
FBMDS has built a strong reputation in Video Bingo. How has this segment evolved, and what makes FBMDS a leader in this category?
Video Bingo is our DNA, and we have continuously pushed its evolution by refining gameplay mechanics, introducing engaging themes, and incorporating advanced technology to enhance user experience. Our commitment to differentiation sets us apart: our jackpot feature, the Magic Ball, and attractive paytables are tailored to maximize player engagement and operator profitability. Customization is at the heart of our strategy, ensuring our games resonate with local markets and drive long-term success.
Among FBMDS’ product portfolio, do you have a personal favorite? Why?
It’s hard to pick just one, but I’d highlight our Video Bingo games because they represent our legacy and continued leadership in the industry. We believe Video Bingo is an essential asset for any online casino, as it offers a nostalgic yet modern experience, combining interactive features with high retention rates. Our jackpot system enhances player excitement, while innovative game mechanics keep engagement levels high. In addition, our crash games showcase our adaptability and innovation, delivering high-quality visuals and dynamic gameplay. These two categories reflect our strategic pillars: player engagement and profitable gaming solutions for operators.
Future Outlook & Expansion Plans
Looking ahead, what’s the vision for FBMDS’ next five years?
We are just getting started. Our vision is to expand our influence by continuously delivering innovative and engaging gaming experiences that drive profitability for operators. While we maintain our leadership in Video Bingo, we are also focused on strengthening our position in other gaming verticals. We will continue investing in localized, player-driven innovation, ensuring that every product we launch enhances both player experience and operator success.
Brazil is a key market with huge potential. How does FBMDS plan to strengthen its presence in this region?
Brazil is a strategic priority for us. With regulatory developments and increasing demand for online gaming, we see tremendous opportunities to expand. Our approach is centered on offering tailored gaming experiences that resonate with Brazilian players, ensuring our products align with their cultural and gaming preferences. Additionally, we are forging strategic partnerships with operators to facilitate seamless and impactful expansion in the region, ensuring that our games drive engagement and profitability for our partners.
Innovation & What’s Next
Can you share any insights about upcoming products or features that FBMDS is working on?
Absolutely. We are developing a new generation of Video Bingo games featuring advanced jackpot systems, enhanced gameplay mechanics, and even more engaging features tailored to player preferences. Our goal is to create experiences that keep players entertained while maximizing operator revenue. In addition, we are working on new slots and bonus structures designed to drive engagement and profitability, ensuring that FBMDS remains at the forefront of gaming innovation.
What can operators and players expect from FBMDS in the near future?
A: More expansion, more innovation, and an even stronger, more diverse gaming portfolio. Players can expect cutting-edge experiences featuring interactive and rewarding mechanics, while operators will benefit from flexible, high-performance gaming solutions designed to optimize engagement and profitability. We are committed to maintaining our leadership in Video Bingo while continuously evolving to meet market demands.
Final Thoughts
After five years of continuous growth, what message would you like to share with FBMDS’ partners and players?
First and foremost, a heartfelt thank you to our players, partners, and the entire FBMDS team. Your trust and support have been instrumental in our journey. As we move forward, we remain committed to delivering exceptional gaming experiences, driving profitability for our partners, and continuously pushing the boundaries of innovation. The best is yet to come!
If you had to describe FBMDS’ journey in one word, what would it be?
Transformational.
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