Interviews

The changing face of sports betting

Published

4 years ago

December 3, 2021

With Flutter reporting a key trend of a higher proportion of accumulator bets being placed across the US, is the recreational betting market about to hit lift-off? We talk to Callum Broxton, Commercial Director at Checkd Group, Brandon Walker, Head of Amelco US and Alex Kornilov, CEO at Betegy, to get the low-down on the market, examining the role played by European suppliers in shaping the offering put in front of bettors and looking at how high-quality content and new media partnerships are driving engagement and trimming CPA for operators.

How quickly is recreational betting growing in the US and how influential are the ideas imported by European suppliers?

Callum Broxton, Checkd Group: “There has been some understandable copying of homework as the US market finds its feet, with high-margin products starting to be placed front and centre by the major operators. Much has been made of the need to educate the population on the intricacies and details of sports betting, but that same population has spent years being stats-obsessed thanks to fantasy sports and broadcasts of the games themselves. Recreational markets such as single-game parlays bundle up the knowledge they already have and present it to them in a simple, easy to consume betting product.

“There has also been a clear realisation of the organic marketing power of big wins from small stakes and the role that plays in attracting a whole new audience. Winning $10,000 from a $10 parlay is far more relatable and attainable than winning the same amount from a $5k bet on a single match to hit the over. The former is also far more likely to catch fire on social media and be picked up by publishers, operators and affiliates across the country – those sorts of stories are an invaluable marketing tool for the industry as a whole.”

Brandon Walker, Amelco: “It’s definitely growing and it’s extremely influential. Pre-defined accas / parlays are really going to take off, especially with recreational punters. Alongside that, with the likes of BetBull and its tipsters, it’s got every reason to drive serious growth.

“That’s not to say that’s all the market is going to be, but it will certainly play a big role in the landscape, especially in attracting a new generation of bettor, rather than the old-school approach of moneyline and single bets. The traditional ways of betting will always be there, of course – with the mainstay of high rollers, VIPs and singles.

“But, on the recreational side, newer bettors are going to be interested in the likes of pre-defined parlays, who will want something that can be more emotional, rather than a complex decision. Looking at Fubo for example, we’re seeing a real transition into merging entertainment with the betting experience – and that’s something that can almost be called native, rather than a European import. Combine the streaming experience, which is arguably a more US-centric idea, along with recreational betting – and you have an entirely different landscape to Europe.

“Moving forward – looking at innovation around entertainment and engagement, we’re almost only scraping the tip of the iceberg in terms of what’s out there and what can be done. Sports fans are becoming savvy to what’s available – and it’s an open invitation for excitement and engagement, and this space is set to grow even more.”

Alex Kornilov, Betegy: “It’s growing quickly, as the US in effect offers a blank state for creating an entirely new experience. As we all know, a big chunk of the market has come from recreational activities as such as skill-based betting (think DFS), which means fans are already used to the recreational element. Betting offers a natural cross-over, as they still see this as a similar skill-based activity, in the style of making an informed bet. Casino of course, is a completely different kettle of fish, but when it comes to sports DFS really does provide the base – just look at DraftKings, FanDuel, ESPN and Yahoo. You effectively have the customer base already to transfer over. It is one can argue, already there by default.

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“What can be learnt from European suppliers? For me, it’s more about factors such as infrastructure and affiliate management. It’s less about the ideas here, but rather about the tech that can be supplied to support such growth. The core is definitely there to satisfy the demand, and you need suppliers (predominantly European), that can supply that tech and make it top notch.

“That’s not to say, however, that European tech can just be taken and updated – we can see plenty of examples where that tech has been taken and failed to deliver. The US has a unique set of requirements, and it needs to be repackaged and adjusted to fit the US ecosystem.”

Do you see a future where high-margin products such as single-game parlays completely take over the market?

Kornilov: “I see huge potential in quick markets, which is in effect, the generation of bespoke markets for each single event – and it’s supremely well suited in the US to the type of activities that can bring huge turnover to operators. Given the vast expanse of all US leagues across all major sports, you can begin to see the opportunity to offer real-time betting in action, literally on every shot taken. Alongside this, user generated markets (think ‘request a bet’), is another excellent example. I’ve already seen the tech in action for this, which is at the development stage – offering micro and real-time bets, and it’s definitely an area that will offer fantastic growth.

“We can see similar-style action in Europe, particularly in the UK with the Premier League. However, so much more is possible over here given that broadcasters in the US can have complete ownership on the rights of one game. This means that rather than the UK situation of broadcasting at far higher latency, the US is almost instant, enabling so much more to be done to engage and excite.

Broxton: “It seems unlikely that one bet-type alone will take over the US market. There were similar predictions made in the UK during the early days of Request-A-Bet/Bet Builder products. It’s true that these products have been at the centre of industry innovation over the last couple of years. More and more markets are being added to the selection pool and American operators are essentially able to benefit from the trial-and-error process which has taken place in mature markets.

“Ultimately, it’s a very human question and there will always be variance in behaviour. Huge sectors of the market will always prefer traditional parlays or single bets, not to mention in-play.”

Walker: “They will play a big part, but not all of it. They are not necessarily in a position to dominate the market, but this is definitely a high-growth space that holds plenty of potential.

“Just as we’ve mentioned already, this will offer a high incentive for the new generation customer to get involved in betting, as it offers what will be perceived to be a ‘bet low, win high’ outcome, which contributes to that entertainment factor. It’s still most likely that the more established bettors, who have been enjoying land-based sports betting for years (if not decades), will likely stick with the more ‘traditional’ forms of betting as it’s what they know.”

What does the future hold for the old-school American bettor, who traditionally places large stakes on the moneyline?

Broxton: “There is currently a huge opportunity for someone to become the home for the old-school bettor by offering a no-nonsense platform with the best odds. The best example of this would be the Betfair Exchange in the UK which is synonymous with hardcore punters, offering guaranteed value and top odds. The trade-off with exchange-based products, though, is that there is little to no room for innovation and they are limited to offering a fraction of the markets available on sportsbooks. This means they struggle to attract new, younger audiences as a result.

“However, there are some incredibly innovative companies attempting to modernise the exchange model in the US. Sporttrade, for example, offers an alternative, exchange-based experience aiming to capitalise on the exponential post-pandemic surge in popularity of stock/crypto trading platforms among under-30s by presenting users with a Robinhood-esque interface where they can trade bets as if they were stocks.”

Walker: That’s always going to be there. Take the Super Bowl: even prior to PASPA, the large stakes being placed were very much based on emotion and supporting the home team. I think it’s ingrained in the American DNA; and that style of betting is not going anywhere. What’s exciting is the growth in options across betting markets that should create a more exciting hybrid offering for bettors.”

Kornilov: “I would certainly say that moneylines are a good ‘gateway’ into other types of betting as it provides an initial platform to get involved.

“Dynamic withdrawals are also a good evolution of this, as it allows for the fluctuation of odds – and it offers an interesting dimension where you can open and close positions. This progression from one single bet on fixed odds is exactly what operators need, as in many ways they’re behind on the ability to cross-sell across various types of betting. This is particularly the case for our industry, as compared to the likes of Amazon, with the ability to offer recommendations for one product given the use of another lagging far behind. The moneyline therefore can offer just that platform to make the introduction to betting, as it’s the easiest to onboard a customer. You can then offer something more advanced, whether that’s micro-betting or anything else.”

How far can betting incorporate itself into the overall media and sports entertainment industry in the US? What benefits does this approach hold from a CPA perspective for operators?

Kornilov: “How far? They’re trying to do it as quickly as they can. All the key players are doing their best to divide and segment their media markets as well as possible to attract different demographics, although the speed of adoption into betting will be very much defined by legislation. Logically, the more states come online, the further this can go.

“When it comes to CPA, it’s hard to define exact metrics in many ways. Of course, it is potentially the backbone of acquisition, but it’s difficult to define CPA via brand exposure, especially given the multitude of media spend now invested in during matches, which therefore means one cannot know how much (or indeed how long) such exposure will take before the customer gives betting a try. Over time, I believe CPA will go up, as there will be significant increase in media spend and exposure. As this spend increases, CPA will inevitably do so too.

Broxton: “This partly comes down to if and when regulators step in to limit the integration of betting into broadcasts. One of the biggest challenges in an immature market is building trust, familiarity and knowledge, all of which are enhanced immeasurably by synergistic integrations across traditional and new media. In a market the size of America, even a tiny fraction of the market entering the funnel lower down equates to vast sums of money being saved for operators from a CPA perspective.”

Walker: “Fubo, again, is a great example – mixing streaming services with betting. Look at MGM, too, with Jamie Foxx being one of their key figureheads. We’ve always associated brand ambassadors with such marketing, and looking at how the entertainment industry is merging, with the likes of musicians and entertainment icons, this plays a serious role. It’s all about the glitz and glamour in the US – Vegas holds a true legacy there. Looking over to ‘soccer’ in Europe – sponsorship and advertising is massively orientated towards sports betting. It’s becoming the same with the US right now, and in many ways, we’re only just getting started, PGA and the like are starting to test the water, and slowly but surely it will drip into the industry even more. The same can be said for media rights and stadium ownership, and we’re really only just scratching the surface. As brand exposure grows over time, this will likely lower the CPA as reach and awareness steadily grows.”

Moving forward, is there a danger that bigger operators carving up the market between themselves could stifle innovation?

Walker: “Not really – the US is still an open range and, indeed, so big that it’s almost like a snowball at the moment. Give it a few more years and we’re going to be talking about it in an even bigger way.

“Innovators will always be there, and there’s still so much space for smaller operators to be agile and capture market share that it makes it completely open for competition. The US has every potential to be the world’s most dynamic market and, given the interest and pick-up that online is now attracting, there’s no reason to think that the major operators will corner it for themselves.

“Of course, the likes of DraftKings and FanDuel hold plenty of potential for majority share, but there’s going to be plenty of incentives, and indeed means, for sports fans to give alternative operators a try, especially when it comes to brands being native to certain states or associated with their favourite teams.”

Kornilov: “Yes, that is a potential risk. Hopefully we’re a long way from this happening though – because given the nature of competition, you cannot compare the current state of the US market to Europe for example, as the big players are taking a lot more space. In the US, given the nature of current competition, we’re still in many ways in the growth stage, which offers plenty of diversity of outcome. I do hope that the US will present itself as a wonderful example as to how tech leaders – and indeed strategic decision-making can win market share, rather than just weight of investment. We’re seeing plenty of money ploughed into marketing and advertising by the biggest players, but a lot of the more agile outfits are spending their money far more surgically. As a result, such informed planning can enable them the capture far more market share and revenue that would otherwise be possible.”

Broxton: “Innovation rules all when it comes to online sports betting. Operators at the top who fail to do so are left in the dust, often irrevocably, in scarily short time frames. In the US, the pedal is jammed firmly to the floor in the race to scoop up as much technological capability as possible.

“Capital being relatively cheap to acquire has fuelled the M&A heavy landscape and, paired with eye-watering multipliers, it means any investment comes at a premium, premium rate. It’s inevitable, therefore, that the markers of success will soon switch from ‘who has acquired the biggest and best entity’ to ‘who actually has the best product and can start seeing a return on the immense investments made’. Innovation will only benefit from this demand for financial justification of outlay as it’s a faultless handicapper and the all-important Gen X and Y audiences have no mercy if you fail to keep up with the competition.”

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Interviews

Review Fatigue Is Real: How to Make Casino Comparisons Clear, Honest, and Human

Published

7 days ago

June 18, 2025

Adrienn Sarkany

Review Fatigue Is Real: How to Make Casino Comparisons Clear, Honest, and Huma

Sebastian Jarosch is the founder of Mithrillium Media Ltd, and a very famous figure in the iGaming industry. His contributions to the market have been immensely influential. Jarosch has overlooked several projects relating to the online gambling market, most notably those involving affiliates. Because of his past works, we believe he is uniquely qualified to address the topic of Review Fatigue, that seem to be plaguing the industry right now.

Actions speak louder than words. And Jarosch’s actions have earned him several of the most notable industry awards. Among the most notable are the Casinomeister 2020 Awards for Best Casino Group, the AskGamblers Awards for Best Partner in 2021, and the Affpapa Awards Affiliate Programme of the Year 2022.

Interview Questions:

What is “review fatigue,” and why do you think it’s becoming a growing issue in the iGaming space?

Review fatigue happens when players are faced with repetitive, overly long, or generic content. With so many casinos offering similar bonuses, games, and licensing, users quickly lose interest if every review sounds the same. Many reviews lack real insight and simply list features without context, often sounding too good to be true. As a result, players tend to skim or move on entirely, especially if they’ve already seen the same structure and wording on multiple other sites.

How can overly technical or overly promotional content alienate users instead of helping them?

When content is too technical, it can confuse or intimidate newcomers. Ideally content is educational and written with the player in mind. On the flip side, a sales pitch feels dishonest, especially to experienced players who know what to look for. Users are looking for clarity and guidance, not marketing sugar coated casinos. If a review sounds like it’s trying to sell rather than help, it erodes trust immediately. Players want transparency, real pros and cons, not just buzzwords.

What are the most important things players want to see in a casino comparison, and what can we safely leave out?

Players want to know the promotions, payment methods, withdrawal speeds, licensing, game variety, and reliability of a casino. They also care about things like support quality, KYC, ownership, RTPs, and real player feedback. What they don’t want is generic content that could apply to any casino and offers no real value. Sites like Casino-Groups help players pick the right casinos based on individual preferences.

How do you balance clarity with completeness when writing or designing reviews?

It’s all about prioritizing information and guiding the reader. We aim to answer the most important user questions right at the beginning, often using summary tables to make things easier to digest. More detailed information comes later for those who want to dive deeper. It’s important to avoid walls of text and explain complex terms in plain language. The goal is to give users exactly what they need to know, without bombarding them with unnecessary information.

Do players trust shorter, more digestible content more than long-form reviews today? Why or why not

Shorter content tends to convert better because users find what they’re looking for quickly, without digging through long paragraphs full of filler. Dense, meaningful content with no waste often performs best. A short, clear, and well-structured review can build more trust than a long one filled with fluff. That said, some players do enjoy longer reviews, especially when they’re broken up with visuals, clear sections, and genuinely useful insights.

What role does tone of voice play in making reviews feel more human and less “salesy”?

A review should feel like it’s written by a real person who’s an expert in the field, not by ChatGPT or a salesperson. We use conversational language where possible and speak directly to the user. If something’s bad or a bonus is just average, it needs to be mentioned. That kind of honesty builds far more credibility than flashy design or empty buzzwords.

How do you verify and present information (e.g., licensing, terms, payment speed) in a way that’s both accurate and user-friendly?

We manually verify everything by signing up, testing support, and reading the fine print. We also check licenses through official registries and monitor user feedback on watchdog sites. To present the information clearly, we use tables, lists, screenshots, and both internal and external links to relevant pages. All our reviews follow a consistent format so players know what to expect and can easily find the details they need.

Have you experimented with visual elements like comparison tables, badges, or rating meters to reduce cognitive load?

Pictures speak a thousand words and help break up content into smaller, more digestible sections, reducing review fatigue. We use comparison tables for things like bonus terms, game selection, and payment methods. Every review includes a rating, and we apply badges to highlight our top casinos. This makes it easier for users to compare options at a glance and make smarter decisions with less effort.

What strategies do you use to keep review formats consistent while still personalizing the experience for different user types?

We follow a consistent structure that works well for both SEO and conversions. However, if a specific area needs emphasis or additional context, we’re happy to deviate from our standard format to ensure topical completeness. Some casinos offer unique features that deserve extra attention, and in those cases, we’ll add dedicated sections. The framework is consistent, but we stay flexible where it counts.

Looking ahead, how do you think casino reviews will evolve to meet changing user expectations and attention spans?

We’ll see more interactivity, personalization, and smarter use of data. Reviews could adapt in real time based on user preferences, highlighting crypto options for one user and game selection for another. AI chatbots may help users find the best match and answer questions about a casino instantly. Integration with platforms like Discord or Telegram where players can exchange themselves could also make reviews feel more social and trustworthy. Reviews need to become sharper, more authentic, and more genuinely helpful than ever before.

Interviews

Curated for impact: How Infingame is redefining games aggregation

Published

2 weeks ago

June 9, 2025

Zoltan Tundik

In an exclusive with Gaming Americas, Katsiaryna Shuhai, Business Development Manager at Infingame, explores how the supplier’s curated approach to casino content is redefining the games aggregation space.

Katsiaryna, can you begin by introducing yourself – what does your role at Infingame entail?

As the Business Development Manager at Infingame, I lead strategic partnerships and integrations with game studios and content providers. My role focuses on identifying standout gaming content that fits our platform’s vision, negotiating collaboration terms, and ensuring smooth onboarding.

With a background in advertising, I bring a strong focus on relationship-building, open communication and a personalised approach to each partner. I believe that genuine connections and tailored solutions are key to driving successful, long-term collaborations.

Infingame has recently integrated with innovative game studios, including TaDa Gaming and Popiplay. What factors influenced your decision to partner with these two studios in particular? How have they impacted your partners’ engagement and retention across Latin America?

Our decision to partner with TaDa Gaming and Popiplay was driven by each studio’s ability to deliver innovative, high-performing content that resonates with players across our key markets, including Latin America. Popiplay offers energetic, entertainment-led slots, while TaDa brings a diverse mix of popular formats such as crash and fishing games.

We’re confident that these integrations will help our partners boost player engagement and retention, particularly in Brazil, Mexico, and Colombia. Both studios align perfectly with our goal of delivering meaningful and localised content.

With 16,000+ games from 200+ providers available via Infingame’s platform, how do you ensure that new titles don’t just add volume but deliver real value to your operators?

While our platform boasts a vast library of games, we prioritise quality over quantity. It’s important to deliver content that we know players will enjoy, rather than just sheer volume.

When adding new content to our platform, each new title undergoes a rigorous evaluation process to ensure it meets our standards for player engagement, technical performance and market relevance. By focusing on curated content that aligns with operator needs and player preferences, we ensure that every addition enhances the overall value proposition for our partners.

Infingame is now taking a much more curated approach to game studio integrations. What sparked this change in strategy?

The shift towards a more curated approach stems from our commitment to delivering tailored, high-quality content that meets the specific needs of our operators and players. We want to make sure that the games on our platform are suited to local player behaviours, technical requirements and localised to each individual market.

As the iGaming industry continues to evolve, and more markets begin to embrace gambling regulation, it’s essential to focus on partnerships that offer strategic value, ensuring that each integration contributes meaningfully to our platform’s objectives and enhances the user experience.

With more selective onboarding of game providers, how does Infingame evaluate which studios to integrate with? What criteria do you consider?

We evaluate potential game studio partners using a rigorous set of criteria to ensure quality and compatibility with the Infingame platform. Key factors include the uniqueness and quality of game content, with an emphasis on standout mechanics, visuals and immersive experiences. Technical reliability is absolutely crucial – we assess API stability, integration efficiency, and overall tech performance to guarantee seamless operations.

We also consider the studio’s reputation and regulatory compliance across our target markets, ensuring that they meet legal standards and industry expectations. A strong track record of player engagement and retention is another important indicator of long-term value.

Additionally, we look for a clear commitment to innovation, including new formats or features that enhance the player experience. This selective onboarding approach helps us maintain a diverse, high-performing game portfolio that supports our operator partners and meets the evolving demands of players worldwide.

How will this refined integration strategy impact your existing and prospective partners, particularly in terms of content diversity and speed to market?

This refined integration strategy empowers us to deliver greater value to both existing and prospective partners by emphasising quality over quantity. By curating a portfolio of high-performing, innovative content, we ensure that our partners can offer games that genuinely resonate with their target audiences and stand out in a crowded marketplace.

Our focus on onboarding only top-tier, reliable studios means partners benefit from diverse and engaging content that drives player retention and growth. Additionally, by streamlining technical integration and reducing operational friction, we can accelerate speed to market, enabling our partners to launch new titles more efficiently and capitalise on emerging trends.

This agility is key to maintaining a competitive edge. Ultimately, our strategy is designed to foster long-term success for our partners by delivering not just more games – but the right games, faster.

Finally, what’s next for Infingame? Are there any upcoming partnerships, features, or innovations that you can give us a sneak peek of?

Looking ahead, Infingame is committed to expanding its portfolio through strategic partnerships with studios that deliver innovative, high-impact content. Our focus remains on curating games that not only entertain but also enhance player retention.

At the same time, we’re investing in new technologies and platform features – such as advanced tournament mechanics, real-time engagement tools, and personalised player experiences – to help our partners stay ahead of industry trends.

These enhancements are designed to drive deeper engagement, increase revenue potential, and strengthen the overall value we bring to our operator network as a trusted, forward-thinking iGaming aggregator.

Interviews

Sweepstakes’ next chapter: Exploring global potential, US regulations and player preferences

Published

3 weeks ago

June 5, 2025

George Miller

Sweepstake casinos have seemingly come out of nowhere to dominate the discourse across the US. We spoke to a number of providers who have entered the space to see what their expectations are, and how far the sweeps vertical can go alongside the traditional casino experience.

With/ Rory Kimber, Commercial Director at LuckyStreak, Daniel Mitton, Chief Business Development Officer at Sweepium and Allan Turner CEO at Cogniplay

What games are best received by sweepstake customers? Traditional games or more gamified titles such as boosted multipliers or big jackpot games?

RK: I would say that for live dealer, it’s a traditional genre of games that are popular with sweepstakes casinos players, and as we’ve seen, particularly Blackjack. US players are more likely to play in land-based casinos, so the authentic and human aspects of live dealer games naturally resonate well.

We’ve seen a big uptake of all our core games, which was gratifying, but that’s not to say the gamification aspect doesn’t play a role, as our leaderboards and tournaments are popular and very effective, particularly with this segment of players that are looking for more than just gameplay.

In slots it seems to depend on the brand; some operators bring in players who want traditional maths and features but an increasing number are seeing strong performance from new games with unique features that never lose your attention for a second. The providers that create games with sweepstakes players in mind will be more likely to see success.

AT: What we’re seeing is that players seem to lean towards games that feel quite traditional and familiar to them in most cases. Although, they often come with features like fixed jackpots that scale with your bet, which adds a bit more excitement to their playing experience. I would say that users are gradually getting more experimental over time, and as the prevalence of non-US based games providers increases on sweeps sites, with them applying the sweeps mechanic to their games, innovation is certainly speeding up, and this is being embraced by users.

DM: What we’re seeing from the U.S. audience is a clear preference for high-energy, feature-rich games. Titles that include interactive mechanics, boosted multipliers, or big-event style moments consistently drive the most engagement. These kinds of experiences are more immersive, more social and they give players a sense of momentum and excitement.

That said, traditional slots and classic-style games still play an important role especially as an entry point for new users. Over time, players really respond to content that feels fresh, dynamic and packed with surprises. It’s not just about spinning, it’s about participating in an entertainment experience.

Do you tweak titles to be unique to sweepstake casinos, or does the same product respond well on traditional online casinos and social?

AT: Right now, we mostly work with studios to handle any tweaks, though in general, the classic versions of games tend to perform well across different platforms. One area that we do see more interest in the sweeps market, is in things like fishing and shooting-style games, which have a real captive audience in the US, due to the history of fish table games in the market. One tweak that a lot of brands are employing is asking their game providers to create branded games for them, which in a lot of cases tends to perform very well, particularly for the more well-known brands.

RK: We tweak our games to be compliant first and foremost, but in terms of the actual gameplay in the Live games, it’s pretty much the same.

For social casinos in particular, there are necessary changes because the number of coins people win can be enormous, so that requires some thought too. For slots, we’ve seen our providers make sure the fastest gameplay settings are defaulted, along with all their features enabled that some regulated markets don’t allow, but really a lot of the time the gameplay experience is comparable.

That being said, providers who build sweepstakes and social titles from the ground up do go about things in a different way and have those players front of mind throughout the development process and that has been successful.

DM: We’ve found that the core product translates well across both traditional online and sweepstakes platforms especially when it comes to high-quality, well-designed games. The fundamentals of engaging gameplay, strong visuals and smooth mechanics resonate just as strongly with sweepstakes players as they do in real-money or social environments.

That said, there are subtle but important differences in how players engage. In sweepstakes, we tend to see more interest in longer session times, progress-based features and community-driven elements, which slightly shifts how we position and present the content. For example, boosted multipliers and timed events do especially well in the sweeps format because they align with that desire for ongoing entertainment and personal achievement.

Ultimately, a strong core game can succeed in both spaces. It’s about making the right adjustments to match player expectations keeping the experience fresh and engaging.

Do you think sweeps will become as popular throughout Europe as they are in the US?

RK: I think the elephant in the room is regulation. Sweepstakes are a popular product but are inextricably linked to what local regulation allows. For European markets where the real money industry has experienced stringent regulations I believe there is a space for sweepstakes casinos to come in and give players an experience more comparable to what they enjoyed a few years ago. I’m no expert on the legalities of sweeps in each of these jurisdictions but I’d be very surprised if they don’t gain a foothold in the European market somewhere.

DM: There’s definitely potential but the dynamics are different. In the U.S., the appeal of sweepstakes is closely tied to accessibility and the ability to engage across most of the country, on a state by state basis. That’s given the model a unique edge in the U.S. market.

In Europe, where the digital entertainment and gaming landscape is already well-established, the path might look different but I do think there’s room for growth, especially in areas where lightweight, low-barrier gaming experiences are in demand. The key will be localization, cultural relevance and regulatory framework. The model works best when it speaks directly to the habits and preferences of each market.

AT: Personally, I think it’s all about how market conditions change in Europe in the coming years, particularly with regards to regulation. In the US sweeps has become particularly popular because it has filled the void left by the fact there are still so few regulated states for real-money gaming. Does this void exist in Europe in the same way? Well, no, not in most countries, not now anyway. However, should regulators continue their current path to over-regulation, who knows how that will end up. There are already several sweeps’ sites operating in a few European markets, that are already quite over-regulated, and that trend could well continue apace.

Sweepstake casinos have shot to popularity in a swift time frame. Where do you think they’ll be in 5 years’ time?

AT: This is the billion-dollar question on everyone’s lips right now, with regards to sweeps, it’s certainly a question we get asked a lot! Obviously, there is a lot of noise about sweeps at the moment, and a huge number of variables to consider, and its’ anyone’s guess how it will all turn out in the end. Ultimately there is a huge demand in the US for online gaming products, and it seems logical, as part of free market economic theory that unless regulated gaming can progress much more quickly than it is now.

RK: Well again the obvious answer is what US regulators do – both in terms of the speed of opening up new states to online casinos, to how they respond to the growth of the sweepstakes sector. If things carry on largely the same I can see sweepstakes being at a similar level in terms of market share, perhaps even growing as more providers and new operators enter the market and improve the product offering.

I think overall it will be a balance, as certain areas in the US close off sweepstakes, other markets round the world will open up, so I see a steady path ahead on a global level – although perhaps not a repeat of the explosion we’ve just witnessed. Social is a different kettle of fish: I believe it will continue to grow rapidly and become linked in more interesting ways with the acquisition activities and loyalty programmes of real money gambling companies, whether they be land based or online.

DM: Looking five years ahead, I see sweepstakes platforms evolving into full-scale entertainment hubs. The future isn’t just about gameplay, it’s about creating connected, content-rich environments that bring together digital experiences, creator-driven events and community engagement.

We’re building platforms where people don’t just come to play, they come to interact, explore and be part of a larger digital culture. That could mean live-hosted experiences, interactive tournaments or even crossovers with music, sports or media. The sweepstakes format is incredibly flexible and that gives us the ability to adapt fast and scale with the culture. In short, we’re not just part of the digital entertainment world, we’re helping shape where it’s going next.