Interviews
Exclusive Interview: CEO Jeremy Taylor on new iGaming brand LynxBet
Ambitious start-up JNS Gaming recently launched LynxBet, its metaverse-inspired immersive online casino and sportsbook, which has been well received in its tier-one markets. Gaming Americas caught up with CEO Jeremy Taylor on how the project came about, its potential within the crypto space and where he expects it all to go next.
Congratulations on the launch of LynxBet – can you provide us with an insight into how the site has performed since going live?
We are very pleased with how our brand has been received, especially in our target markets of Canada, and South America where a great deal of players have already immersed themselves in the Land of LynxBet. Japan and other parts of Asia will be next to launch. It’s gratifying to see that customers are resonating with our unique front-end design. A great number of igaming sites look incredibly two-dimensional and white label-esque, but users have been quick to appreciate that we’re offering them an alternative experience thanks to an intuitive design inspired by the metaverse.
From the outset, we wanted to avoid a copy and paste approach that so many new brands adopt. Instead, we opted to go a step further and offer players their favourite games in a more immersive environment. This sense of escapism we’ve created is very appealing to casual players and has ultimately led to an influx of new customers signing up. But, of course, there is always room for improvement and we have phase two on the roadmap in a few months.
How exactly did you come up with the use of a lynx and the creation of a lucky mascot?
Creating a space where players could experience true escapism was one of our main priorities. That was the thinking behind the retro feel that informs the site’s design and it was also the inspiration behind the Lucky Lynx. There is something other-worldly about the animal, so we used that aesthetic to help players feel as though they are leaving the humdrum of their everyday lives behind for the excitement of the Land of LynxBet.
We’ve really leaned into this mythical take on the Lynx. The character will seem like a wizard or mage to the site’s visitors, vanishing and appearing randomly at different moments, offering tips and advice to help them across their journey. We believe a brand mascot helps with brand identity, personality and engagement and provides a great vehicle through which we can communicate with our customers. We also know that many customers are superstitious and the Lucky Cat is very popular in parts of Asia so we have played on that theme given a Lynx is a cat at the end of the day.
What was the thinking behind creating a brand inspired by the metaverse?
The metaverse is a major focus right now within the digital world and we felt its intuitive environment could have a positive impact within the igaming industry and offer players a unique experience. It’s such an innovative and forward-thinking concept that has grown exponentially in a very short space of time. It’s the kind of creative field that inspires me, so I pulled on that thread. We also have our sister brand Freebitco.in, which has 49 million customers across the world to whom we can cross sell to LynxBet. They are predominantly crypto players so the Metaverse allows us to relate to them and find that sweet spot between the growth of Crypto and igaming.
Effectively, we’ve started to create our own small metaverse, in which customers can come and play these different products in one place. Quite frankly, the majority of gambling websites these days have the same games with the same housing, just with different colours and a different name.
We didn’t want to do that, we wanted to build our own front end to tap into this opportunity and offer an exciting and differentiated customer experience. is the LynxBet journey is memorable and engaging, which we hope will lead to long-term customer retention.
Talk us through the main offering, how does it differ to other online casino and sportsbooks that are already live in the marketplace?
As a first-time visitor, you enter a fantastical world with a moon in the background at night, which changes to a sun in the daytime. This day to night mode setting is dynamically based on the specific users’ time zone but is also customisable via a toggle.
Players are met with four floating islands that represent the current products we offer – casino, sportsbook, bingo and lottery. Each island has its own creative theme that runs through the product verticals across the website, emails and advertising.
From a customer support and relevance perspective, we’ve invested heavily in delivering a localised site, payment, casino and sports experience specific to each main target market as well as a customer service that is available in local languages via email and live chat. By putting together regional teams in place, we can offer a more personal experience for players and ensure our branding and marketing campaigns are very relevant.
LynxBet incorporates crypto payment methods, is this a sign that digital currencies are growing in popularity amongst players in the markets you’re targeting?
Crypto payment is growing in popularity everywhere. For that reason, it made a lot of sense to invest in a crypto-friendly offering. But yes, the markets we are targeting are those in which we are seeing particularly high uptake. Brazil, a huge market for us, has embraced crypto enormously and we can only see it becoming more popular with time. This also goes Japan, where we will be launching in the near future.
It’s certainly an intrinsic part of our JNS Gaming’s DNA. Our investors created our sister company, FreeBitco.in – a free-to-play casino that gives away tiny amounts of Bitcoin and has attracted 49 million players. That sets the stage for some extremely effective cross-selling campaigns. They are 80 per cent crypto and 20 per cent igaming, while we are roughly the reverse, so we will complement each other perfectly in this way.
What plans do you have to take the brand forward and acquire new customers?
We are targeting casual, mid-tier, responsible gamers that are interested in a high-end, friendly gaming experience. There is a huge demographic that wants a less aggressive, more easy-going but fun gambling experience. Effectively catering to this substantial demographic explains why onboarding initial customers has been so straightforward.
To boost this further, we have established regional teams to create a more personal player experience, enabled by significant marketing investment and local brand ambassadors, who we will be announcing in near future.
On taking the brand forward, it clearly lends itself to the Metaverse, which is where it could end up going, but let’s take one step at a time!
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?
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.
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.
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.
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.
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?
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!
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.
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.
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?
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?
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.
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.
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.
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.
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.
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.
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.
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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