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Interviews

SG Digital and White Hat Studios Q&A

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SG Digital and White Hat Studios Q&A

 

Speed dating: How a lightning-quick deal was struck for the US

Steve Mayes, Partnership Director at SG Digital, and Andy Whitworth, Chief Commercial Officer of White Hat Studios, discuss the thinking behind the exclusive distributor partnership which will see White Hat Studio’s games and jackpots brought to the US market early next year through Scientific Games’ OpenGaming platform.

How long was this deal in the making and what were the factors the drove it to fruition? 

Steve Mayes: As soon as White Hat Studios made the announcement of an asset purchase which meant that it was bringing Blueprint Gaming titles to the US, we knew there would be intense competition and made sure to talk with them as soon as we could. SG Digital is uniquely positioned to offer partners access to every single customer in the US market through a single integration. When entering the US market its critical that partners choose the right platform partner to simplify their go to market entry. SG Digital provides a proven platform with unrivalled scale working with all major brands in all states. These factors helped us to secure the partnership to really unleash the potential of White Hat Studios in the US Market. White Hat Studios’ target was to go live in Q1 2022, so there was a sense of urgency to get everything signed and sealed, so that we could start working on integration process to meet that target.

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Andy Whitworth: As soon as the deal was signed, my first call was to SG Digital to start working together. For White Hat Studios, the key is speed and market penetration as we look to become a top supplier in the US market. We agreed commercial terms and locked in a technical plan with Steve and his team in the first few days and the legal teams supported the deal in record time so we could make a splash at G2E. It’s not easy for two big companies to do a deal like this quickly – it was driven by the commercial recognition that both sides had something very valuable that the other wanted. For White Hat Studios, SG has an unparalleled reach and operator network and from SG’s perspective this allows them to strengthen their position as the number one and go-to aggregator by adding the most exciting content to enter the US market in the last five years.

Why do you believe content from White Hat Studios (via their asset purchase of Blueprint games) will resonate with players in the US?

Steve Mayes: Blueprint has been highly successful in the UK and European markets. They have a very strong jackpot product and we know from experience how well jackpots perform in the US. They also have a library of very popular branded games that have a very good chance of succeeding, as well as a long track record of hits on the retail side of their business, including games from Merkur Gaming and Reel Time Gaming (RTG).

White Hat Studios will be offering a lot through its content, which also includes table games and instant-win products. Taking the whole package into consideration, they have all of the ingredients needed to thrive in the US. There is also a terrific opportunity for us to provide OpenGaming operators with new content in an ever-evolving market.

Andy Whitworth: I agree with everything Steve said. We have a real opportunity to disrupt the market. We have so much strong content from multiple studios which means planning the roadmap with a strategic release plan has been very challenging and ensuring we hold back excellent content to make the roadmap continuously exiting. For me, the Jackpot product, which will be known in the US as Jackpot Royale, is a game changer. I expect the branded content to make an immediate impact as we know they resonate in the US market. We will launch at least one new branded game each month and have some more big announcements in this space coming shortly.

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Could you explain a little more about Jackpot Royale, the scale of prizes that it could potentially offer in the US and the benefits this could bring for operator partners? 

Steve Mayes: The jackpot progressive system is unique and highly successful in other markets, so there is no reason why it won’t be the same in the US. Jackpot Royale provides players with an opportunity to win the jackpot through an exciting jackpot wheel feature triggered at any point during the game. As we see it, there is plenty of scope for additional jackpots to come onto the market and at SG Digital, we have big plans for a number of exciting in-house jackpot products to hit the US market in the coming months. The agreement with White Hat Studios complements our investment in this area.

Andy Whitworth: The potential for jackpots in the US is huge. Currently the offering is very scarce but will still see top games such as Divine Fortune, which is a standalone progressive, being at the top of all the ranking reports. Jackpot Royale is a different product to anything in the market. It is a local operator jackpot which has been tailored to the market considering land-based pot ranges and frequency of wins. We will launch with 10 games that for the operator all feed into the one jackpot giving potential for huge jackpots to build up. Each month we will add to this total with new jackpot games being added to keep the product exciting.

How important is the provision of a slick iOS experience for operators in the US?

Steve Mayes: We are seeing an increasing dependency on a proven mobile solution in the US market mainly driven by the geolocation requirements in the US and reliance on Mobile Apps. This makes iOS even more important. Around 80% of all traffic is through mobile in the US, so it is critical that providers have a simple and easy-to-use iOS solution. SG Digital provides a single network wide solution which handles all of the complexity in a single easy to use framework. We have over 1700 games across multiple partners now live using our IOS solution and delivering a single network solution that delivers the most open and flexible content bundling system on the market. Mobile is a key component of our vision to deliver the worlds most trusted end to end igaming ecosystem.

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Andy Whitworth: SG with their iOS bundles makes this very streamlined for the operator and third party studios and is key with the vast revenue generated via native apps. We know that this consolidated approach to bundles via OpenGaming means games are launched faster, as it is much easier for operators to package and deploy.

G2E provided a chance to get a handle on the industry response to the deal. What was the feedback you received in Las Vegas?

Steve Mayes: Reports coming back from our commercial team out in the US suggests there was a lot of interest in this deal, which is exactly what we had hoped for given the quality reputation of these games in the industry.

Andy Whitworth: We had our VP of Sales, Daniel Lechner, at G2E and – it’s fair to say he was flat out with operator meetings. The level of interest and speed of deals being commercially agreed has been exceptional. We had huge interest in our catalogue of games, jackpots and branded offering. The interest in the games from other studios, with land-based content from Merkur and Reel Time was exceptionally positive. The content from the four studios in the initial asset purchase offers real innovation and variety.

What’s next for you both in the US in the coming months?

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Steve Mayes: We look forward to launching in new states as they open up and continue to see fantastic growth in the existing states in the US. There is a great energy within the business and we see continued demand for partners looking to enter the US and are well positioned to deliver the best route to market. Our aim is to leverage our distribution and scale to deliver get as many customers signed up to White Hat Studios’ content and titles as possible ahead of the highly anticipated launch, when we will find out if our theories are proven correct!

Andy Whitworth: It is fair to say we have a busy period ahead. We already have 20+ operator deals in progress that need to be legally finalised. On top of that, we have brand and IP deals to complete, hardware installations, integrations, recruitment, content roadmaps and trade shows to prepare for. It is a very exciting time.

Interviews

Gabriel Pinto, Infingame: The countdown is on for the Brazilian gold rush …

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Gabriel Pinto, Infingame: The countdown is on for the Brazilian gold rush ...

 

We’re only a few months away until the highly-anticipated Brazilian market launches, and it’s safe to say that the industry is on the edge of its seat waiting to see what lies ahead for the South American sleeping giant. But one company that is poised and ready to capitalise on the golden opportunities this market has to offer is Infingame.

Gabriel Pinto, Sales Manager at Infingame, outlines some of the recent developments taking place across Brazil as he discusses how Infingame is catering to the unique demands of players across the market.

 

Brazil’s regulated market is expected to officially launch on 1 January 2025.  Now that we’re only a few months away, what are your overall expectations for the Brazilian gambling market once it is fully regulated? Where will the biggest opportunities be?

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I think it’s an excellent move. For a start, the launch of Brazil’s regulated markets means that operators, suppliers and affiliates will be dedicated to protecting players under licensed market conditions. That includes fair play, responsible gaming and security – both in terms of transactions and technology. This, I believe, will help build consumer trust and participation in the market.

The regulation of the gaming sector in Brazil is also going to have hugely positive effects on job creation across Brazil. As we all know, this is an industry which has operated for quite some time – but the new legislation will help formalise various different sectors, including technology, customer service, marketing, commercial sales and much more.

Sportsbook, of course, is going to be massive, but I think many have overlooked just how exciting iGaming can be. So much of the retail-based heritage when it comes slots especially, is part of our culture already and has been for so many years. IGaming is really going to be the one to watch and given we’re one of the fastest-growing aggregation hubs in LatAm, we can’t wait to begin entertaining players in the regulated market.

Data has suggested that players in Brazil tend to prefer higher volatility verticals, such as slots. What motivates players to choose these games over others?

I think it all comes down to culture and history. We have a history of land-based gaming here in Brazil – for more than 100 years, we’ve had games in the street, card rooms, bingo, land-based machines. This is a sector which has become deeply ingrained in our culture.

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As a result, I think slots have an air of familiarity among players. Players are aware of what slots involve, the various different games available to them, who the big-name developers are. I think that it is this affinity with the vertical that makes slots much more popular than other types of gambling products.

Players also understand that slots are a great form of entertainment – playing habits suggest that bettors across Brazil prefer low-stake, high volatility products, which reflect the fun nature of gaming when it comes to betting small and win big. They also create a sense of excitement that more traditional games might not manage.

Slots, in particular Fortune Tiger by PG Soft, have been incredibly popular with players. It really is a truly loved game here, and the title has become the go-to for many bettors – which isn’t necessarily the case in other markets around the world.

How do levels of engagement with high volatility games such as slots differ to that of live casino or table games?

Live casino is hugely popular with bettors across Brazil too! Over the last few years in particular, this vertical has absolutely boomed – and the reason for that is familiarity.

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Slots have typically out-performed more traditional table games, but live casino is most certainly experiencing signifcant growth. The live casino suppliers that can effectively tailor their games to the local market – from featuring local, Brazilian croupiers to incorporating culturally-significant icons and designs – will reap the rewards of Brazil’s regulation.

At Infingame, we have a broad portfolio of games that have all been handpicked – our in-depth knowledge of each market means that we know each of the games on our platform will resonate with local players. We have spent a lot of time getting to know players, understanding what they like and what they don’t, what verticals perform well, the game designs that players enjoy – and everything else that comes with it.

With this in mind, are there specific game mechanics or themes that resonate more with Brazilian players? If so, why?

Anything with a local twist! We’ve seen a particular up-tick in football-themed casino games – this was a trend that was certainly prominent throughout the 2022 World Cup and the Copa America this year.

As a result, we’ve noticed that many operators are looking to include Brazilian themes within their slot offering, with many incorporating games that feature samba, football and local icons into their games. Of course, that makes perfect sense.

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Another trend that we’ve noticed is that many operators are requesting exclusive, branded content to roll out to their players. They want slot titles and casino games that are developed specifically for their brand – be it joint ventures with game developers, or partnerships with local icons such as sports clubs.

I think that this is a trend that will continue long into 2025, as casinos look to make their mark on the local audience. Not only is it a great way to get your name out there, but it is also a much more cost-effective way to create a unique experience for your player base. Gambling is very much a commoditised industry; there is very little differentiation in the actual products and bonuses out there. Of course, exclusive games help to disrupt that status quo and bring something new to the table. This will definitely be an area to watch.

How do Brazilian players’ session lengths and frequency compare to those in other markets?

Players tend to gamble for longer periods of time, but with lower stakes. They see casino products as a form of entertainment, with many players usually enjoying the occasional bet during an evening or when they have a spare 30 minutes.

However, we should note that this trend differs depending on which device players are using. Those using mobile tend to enjoy shorter playing sessions, showing a preference for more high volatility games such as crash games and slots, while those on desktop tend to enjoy sessions ranging from 1-2 hours.

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Those on desktop show similarities to land-based bettors – they tend to gamble in the evening, products tend to include more table games and traditional casino products, although similar to mobile, the stake tends to be lower.

How important is mobile gameplay in Brazil, and how does it impact player engagement and retention? How can brands best optimise their games to better suit mobile-first gaming?

It’s not just important, it’s critical! Everyone has a mobile device, and for many, this is the go-to platform in which to enjoy casino games. To not optimise your games to mobile devices would risk alienating a large portion of your player base.

In Brazil, there has been significant improvement in mobile connectivity and smartphone penetration, meaning that more players are able to access games via their handheld devices. But in order to create the most optimised experience, casinos and game developers must adapt their UI to suit mobile devices. Another consideration is developing games that are tailored to single-handed play – with many players enjoying casino products on the go, ensuring that your games cater to playing habits is essential.

Based on current player habits and preferences, what future trends do you expect to emerge in the Brazilian casino market, particularly in online slots?

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As we’ve covered already, and I can’t re-enforce this enough, localised content that is tailor-made to the Brazilian market is going to be key. This will by far be one of the biggest trends. As operators flood into Brazil, there will be fierce competition among brands looking to amass market share and engage with new players – so the key to achieving that will be through providing content that they cannot get anywhere else.

I also think we will see slots and live casino continue to grow in popularity. Their high volatility and social nature will no doubt drive loyalty among players and keep them engaged in the long-term. And I think the final trend will be that we will see verticals such as crash games emerge as a front-runner among bettors – these products are simple to understand and highly engaging, a perfect recipe for players looking for entertainment!

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Interviews

Lottery launch – Exclusive Q&A w/ Frank Cecchini, Head of Lottery at Evoplay

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Lottery launch - Exclusive Q&A w/ Frank Cecchini, Head of Lottery at Evoplay

 

Evoplay recently announced the launch of its lottery products in partnership with EQL Games. What has the initial market response been like, and how do you see the products evolving?

We view the partnership with EQL Games as an exciting development, as it represents our first steps in the US lottery market. While it’s still too early to assess the market response, EQL is one of the largest independent providers of games in the US lottery market. Integrating our products into their US portfolio provides lotteries with access to super competitive content and lays the foundation for future growth, opening the door to broader opportunities.

Evoplay is famous as an award-winning iGaming studio that produces innovative games that many operators across the globe take up. However, as newcomers to the very different lottery market, we are taking a strategic, step-by-step approach to building visibility and establishing a strong presence. Not all of our games are appropriate for the far more conservative iLottery market – we are, therefore, modifying our most popular instant win games as well as developing specific ‘lottery friendly’ content to establish a lottery focussed portfolio of games that support safer gaming initiatives while still being attractive to players.

In October, Evoplay will be attending the World Lottery Summit in Paris, where we will showcase our lottery games and ideas. This engagement is vital to our strategy to expand our network and explore new partnerships.

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How would you evaluate the current landscape of the US lottery market? Are there any new partnerships on the horizon for the US market?

There are two factors currently impacting the US lottery market. First, retail sales are down, with most lotteries reporting significant declines in draw-based game sales for this fiscal year (FY25), mainly due to the lack of massive jackpots seen in FY24. Second, there’s increased competition for gambling dollars as states legalise online sports betting, bringing faster casino-style games to mobile devices. The attractive sign-up bonuses from online operators are drawing younger players away from traditional lottery games.

While North America’s iLottery sales are expected to reach $17.7 billion by 2032, this won’t fully offset the decline in draw-based games. To compete, lotteries must offer similar opportunities while leveraging their trusted branding. Evoplay can help by providing games that are not only safe but also appealing. This approach is already attracting interest from potential partners, and we expect that number to grow.

 

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When introducing a long-established product like lottery, how do you ensure it resonates with new players while maintaining engagement from your core audience?

To engage new players as well as our existing audience, we’ve begun by transforming our popular instant games, such as Penalty Shoot-out, along with flagship titles like Adrenaline Rush and Star Guardians, into captivating lottery experiences. Unlike traditional lotteries, our games will offer a unique blend of excitement and entertainment, appealing to players who enjoy both casino dynamics and large jackpotswhile retaining familiar elements that resonate with our loyal audience.

By turning our popular titles into innovative lottery games and introducing entirely new ones, we aim toimpact in both the iGaming and lottery markets. We’re confident that our audience and newcomers alike will be curious about these new games, and we’ll further boost interest through various promotions. Evoplay’s products will deliver a unique gaming experience, combining nostalgic charm with modern appeal, ensuring they resonate with different player types worldwide. When players discover they’re not only having a great time but also having a chance to hit the jackpot and make their dreams come true, they won’t be indifferent.

 

In which global markets is the lottery experiencing the most growth, and where do you see the biggest opportunities?

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Right now, the American (both North and South) market is at the forefront of online lottery growth, and there are huge opportunities here. The COVID-19 pandemic has pushed many players from retail to online platforms, leading to a clear increase in lottery participation globally. In the US, new online and sports betting laws have further accelerated this growth.

Asia is also a significant growth market, as is Latin America, which is becoming more accessible for operators. But if you ask me to pinpoint the biggest area for opportunity, I’d definitely say it’s the US. I believe our partnership with EQL Games is the first step for Evoplay to enter this market and sets the stage for future growth and success.

We are also focused on expanding our presence in other key markets, including Europe and beyond, where there are many lottery fans. The open data for 2024 highlights the growing potential in these regions, particularly in the top five countries by revenue, whichthe United States, the United Kingdom, Germany, France, and Canada lead. . This landscape presents us with numerous opportunities to leverage.

 

What does the future of the lottery look like to you?

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As the lottery evolves, it will increasingly have to take on some of the characteristics of an online casino. To stay relevant, lotteries must enhance their game offerings and refresh their image to attract younger players, as most current participants are still 50 and older. This transformation is already underway and is set to accelerate, creating significant opportunities for innovative companies like Evoplay.

While engaging a younger audience is essential, prioritizing player safety remains crucial. This can be achieved by crafting games that encourage responsible play, offering captivating formats and dynamic gameplay that keep players engaged without compromising their well-being.

I believe the future of lotteries is bright as we innovate and adapt to the evolving preferences of players. Instant win games are poised to gain traction, potentially shifting the current balance from traditional lottery ticket sales to a greater emphasis on instant win formats by 2030.

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Interviews

Axel Antillon: Our Peru entry is a major milestone for WA.Technology

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Axel Antillon: Our Peru entry is a major milestone for WA.Technology

 

What opportunities has WA.Technology identified in the Peru market? Why was this an attractive expansion opportunity? 

The Peruvian market is an incredibly attractive opportunity for WA.Technology, for many reasons. The market is home to a large, fast-growing, tech-savvy audience that has an ever-growing disposable income available to enjoy gaming.

The Peruvian market is also no stranger to gambling regulation. Land-based casinos have been legalised in Peru since 1979; this legislation formed a solid foundation for many other LatAm markets to introduce similar regulations for brick-and-mortar venues.

Online regulations have been introduced much more recently, in October 2023, following approval from the regulator, MINCETUR. As you can imagine, this means that much of the population has a level of awareness of the different gambling products available to them.

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Another key factor is the growing usage of social media platforms among players. In Peru, social media usage has surpassed eight hours a day – this provides an important opportunity for operators to be able to establish communications with players and, ultimately, build brand exposure. Growing internet and smartphone penetration across the country also presents a huge opportunity for the growth and development of the gambling industry. It is estimated that smartphone penetration is approximately 1.2 phones per person, making the type of online gambling we’d expect in Europe and North America quickly available further south.

 

Why has now been the right time to enter Peru?

As they say, there’s no better time than the present! We already have a strong presence in LatAm. The introduction of regulations that govern the online gambling space in Peru has opened up new doors for us to expand our footprint across the region.

Peru’s regulatory framework makes this market the perfect opportunity for WA.Technology to bring our expertise to operators across this nascent market.  With more and more operators entering Peru (the last time I checked, there were 145 licence applications), we knew that there would be a demand for platform providers that can offer the full package of iGaming solutions. WA.Technology is perfectly placed to deliver exactly that.

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Our full spectrum of products and solutions – which includes WA.Platform, WA.Sports, WA.Casino, WA.Fantasy, WA.Affiliates and WA.Lottery – will allow sportsbooks and casinos across Peru to revolutionise the way they engage with bettors by facilitating new levels of personalisation and localisation.

 

How do you plan to stand out from the crowd? What are your key USPs for this market?

WA.Technology has three key aspects that will give us a true edge in the Peru gaming market, making us the best proposition available for operators. The first is that we are the only iGaming provider that fully understands the importance of localisation. We are a global business, but we act locally – as well as boasting nearly two decades on the continent.

In short, we are incredibly well versed in the intricacies of the LatAm market, and how best to navigate the unique gaming culture in Peru. We also have a team based in Trujillo, which gives us a solid base of operation and allows us to stay up to date on developments on the ground.

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The second aspect is the quality of the platform that we have. The WA.Technology is second to none; our products and solutions are highly customisable and scalable, each tailored to the unique needs of each of our partners.

We also offer best-in-class technology, backed by our team of top-level professionals, which utilises artificial intelligence to create the most efficient, streamlined products for our partners. This combination of expertise and cutting-edge technology gives WA.Technology an edge in the Peruvian market and allows us to stay ahead of any changing trends.

The final aspect is the support that we can offer to our partners. Operators are not just purchasing a product from WA.Technology; they are getting a full package of iGaming solutions. By partnering with us, operators will gain access to a wealth of knowledge and round-the-clock support that no other provider on the market can offer.

In addition to our platform, our partners also benefit from our team’s extensive gaming experience. Not only do they receive the full spectrum of support when launching and executing their growth strategies – but we’re also able to seamlessly integrate our best-in-class technology, no matter what the local tech challenges, as we understand LatAm better than anyone else.

 

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How will your previous experience in LatAm shape your Peru strategy?

Our experience in LatAm, and other markets around the world, has provided us with a deep pool of knowledge that will most certainly influence our value proposition and our ability to offer operators the best possible solutions based on their own unique requirements.

WA.Technology knows just how important localisation and personalisation are to creating stand-out experiences. This isn’t just applicable to LatAm, but rather to every market that is regulated. We are very fortunate that we can tap into our local team to ensure that we have a deep understanding of the cultural, social and economic dynamics of the market.

We know that in order to engage and retain players, we cannot offer a standardised set of products – each product and solution must be tailored, in collaboration with our partners, to allow them to achieve their company goals.

 

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What have been some of the biggest trends within the Peruvian gaming market? And how does WA.Technology plan to capitalise on these?

Something to keep in mind is that the Peruvian market is incredibly diverse, so it is hard to pinpoint a small number of trends that are shaping the market. But there are two which I believe should be mentioned: the first is the growth in provinces outside of Lima.

Lima, the capital city, has long been the centre of operations in Peru. But the city has become increasingly saturated, with many operators focusing their attention here.

In recent years, we’ve seen particular growth in cities such as Arequipa, Ica and Moquegua, and with that, significant technological advances and growing acceptance of gambling activities. This growth looks as though it will continue long into the future, which I believe will bring plenty more opportunities for expansion in Peru.

The second trend I’ve noticed comes down to players’ behaviour. The grouping in digital tribes is becoming much more noticeable, especially as we can analyse behaviours across different demographics.

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At WA.Technology, we have identified more than 40 different demographics of players and more than 60 different psychological biases that impact how players engage with gambling activity. With those insights, we can understand what stimuli can impact player behaviours and adjust our products accordingly.

 

WA.Technology’s commitment to compliance and social responsibility

WA.Technology is a dedicated B2B service provider that upholds a strong compliance culture and encourages social responsibility and responsible gaming. Our marketing efforts support partners in upholding ethical standards, reflecting a commitment to integrity, transparency and the well-being of the gaming community. WA.Technology encourages safe and responsible gaming environments by offering products and services that adhere to regulatory compliance and responsible marketing.

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