Incline Gaming Marketing is redefining how gambling brands scale and succeed worldwide. Founded by industry veteran Peter Laverick, the agency delivers end-to-end digital marketing services across user acquisition, CRM, and creative. In this interview, CCO Jo Dennis explains how Incline acts as an extension of operators’ in-house teams, helping them acquire players, boost retention, and compete globally.

Incline Gaming Marketing. Tells us what we need to know about the business.

Incline Gaming Marketing (Incline) is a full-service digital marketing partner dedicated exclusively to the regulated gambling industry. We’re not just a supplier of campaigns or assets, we run marketing operations end-to-end for our partners, functioning as an extension of their in-house team.

Our expertise spans user acquisition, CRM, and creative, delivered by specialists who’ve worked inside top operators and suppliers. With offices in San Francisco, Philadelphia, and London, we provide market-specific strategies and execution for brands in North America, Europe, Africa, Australia, and beyond.

Founded by industry veteran Peter Laverick in 2020, Incline is part of The Conexus Group alongside Pentasia (recruitment) and Partis (strategy and M&A). Our partners range from household-name operators to ambitious new entrants, all looking for a team that can step in, own the process, and deliver measurable results from day one.

Who are the main players running the business day to day?

Peter Laverick, our CEO and founder, has led marketing at some of the industry’s biggest names, including BetVictor, Aristocrat, and PlayStudios. Chief Commercial Officer Jo Dennis joined through our acquisition of Random Colour Animal in 2024 (RCA was originally founded in 2018) and brings more than 25 years in brand and marketing strategy.

Chief Marketing Officer Oren Langburt has over 15 years’ experience in real-money gaming, including leading marketing at FanDuel. VP Partner Success Haig Sakouyan is a 20+ year industry veteran, ensuring our partnerships deliver beyond marketing.

Advertisement

Talk us through Incline Gaming Marketing’s core service offering.

We operate in three connected disciplines that together form a complete managed marketing service:

• User Acquisition (UA): We plan, execute, and optimise campaigns across Meta, Google, TikTok, Snapchat, Apple, and programmatic networks, managing multi-million-dollar budgets. As an approved Facebook Business Partner, we’ve been rated the most effective media buyer in North America’s online gaming sector, achieving a 99.9% efficiency score.
• Customer Relationship Marketing (CRM): Our CRM specialists handle the full player lifecycle — from onboarding and first-time deposit conversion to long-term retention and reactivation. We combine data-led segmentation with targeted offers and creative to grow lifetime value while controlling bonus spend.
• Creative: We produce more than 1,000 assets per month, from brand identities and websites to broadcast-quality TV spots, slot game creatives, supplier content packs, and conference materials. All creative is performance-driven and integrated into UA and CRM campaigns for maximum impact.

When combined, these services allow us to act as a partner’s complete marketing department – – strategy, execution, and optimisation under one roof.

Which markets are you focused on? Are you pushing into any new regions?

We built our reputation in North America, where we work with leading land-based and online operators across casino, sportsbook, lottery, social gaming, and daily fantasy sports. We now deliver integrated managed services in Canada, the UK, continental Europe, Africa, and Australia, tailoring each approach to local regulations, player behaviours, and market dynamics.

For many partners, this means we handle all marketing in new markets from day one – avoiding the time and cost of building a local team – and then continue as their long-term, embedded marketing function.

Why are your services particularly valuable to operators in the current industry climate?

Player acquisition costs are rising, retention is harder than ever, and regulatory pressure is mounting. Building and managing an in-house team with the full range of skills required – from media buying to lifecycle marketing to creative production – is expensive and slow.

Incline solves that. We provide an instant, proven marketing department with deep gambling expertise, multi-channel capabilities, and global reach. Our managed services model means we don’t just advise, we execute, optimise, and deliver results. Whether launching in a new jurisdiction or scaling in a mature one, we know the levers to pull for sustainable growth.

Advertisement

What can we expect from Incline in the second half of the year?

We’re deepening our presence in Europe, Africa, and Canada while cementing our leadership in North America. Several major launches and brand refresh projects are underway, alongside scaled acquisition and retention campaigns for our long-term partners.

Our focus remains the same — provide operators and suppliers with a high-performing, fully managed marketing function that delivers measurable results faster, and with more certainty, than building it in-house.

We sit down with Rafael Levy, Chief Growth Officer at Dreidel, to learn more about how the rising start slot machine manufacturer from Mexico is taking the market by storm.

For those who haven’t heard of Dreidel, who are you, and what products do you offer to the industry?

We are a proudly Mexican company that’s been designing and producing land-based slots since early 2020. Recently, we’ve expanded our offering into the online space for the first time. From day one, our mission has been to bring innovation and quality to the land-based gaming market in Mexico, and we’ve done this by making sure we have a deep understanding of player and operator needs through the hands-on experience of our team and constant iteration and improvement of our products. What sets us apart – indeed, I’d say it’s our superpower – is the highly experienced team we have built at Dreidel, with everyone having worked directly in the field. This has allowed us to learn not only from the successes we have enjoyed but also from the challenges we have faced and overcome along the way.

 

Can you describe your approach to slot development?

Rather than develop products in isolation, we take a meticulous and practical approach to understanding the dynamics of the market we are in, especially when it comes to what the player expects from a slot game. By doing this, we’ve been able to put innovation at the foundation of our approach to development, which in turn allows us to consistently evolve our games and cabinets so they deliver fresh, engaging and differentiated experiences that hit the mark with players. Ultimately, our products for both land-based and online are born out of real-world insight and combine quality with creativity to ensure we not only meet but exceed player expectations. Because we are a young company, we’ve been able to use and leverage the latest technologies, and this has helped us deliver a superior product and ultimately build massive momentum behind the business.

Just how important is it to read the market and understand what players and operators are looking for?

Advertisement

It’s very important, and that’s why it’s a fundamental pillar at Dreidel. We have developed a process that allows us to read the market with precision and agility, and then easily feed that insight into our development cycle. We know that we operate in a highly dynamic environment where player preferences can shift quickly, driven by trends, global influences and evolving technologies. This is why we invest so heavily in continuous market research and pay close attention to player and operator feedback, as this enables us to act fast, adapt effectively and launch innovative products that stand out and gain traction from day one.

 

You mentioned your team as being critical to the early success you have achieved. Who are the key people behind the business?

Dreidel was formed as a joint initiative by a group of entrepreneurs with extensive operational experience in the gaming industry. This includes Isaac Shemaria and Moisés Shemaria, who came up with the initial idea for the business. Since our launch in 2020, we have grown with a structure that balances an ambitious strategic vision with strong on-the-ground execution. Today, the company is led by José Shemaria and Rafael Levy, and has a highly skilled multidisciplinary team driving key areas of the business.

The direction of the project is led by a collaborative leadership group that ensures every decision is aligned with our long-term goals. This synergy allows us to maintain a strong commercial focus, efficient operations, and sound financial planning, all aimed at meeting the evolving needs of the market. It’s worth highlighting our technology and innovation team, which plays a vital role in developing unique gaming experiences, turning ideas into functional products that resonate with both operators and players. This is complemented by the daily work of our developers, technicians, operators and commercial staff, who bring deep industry knowledge to ensure our products reach the market with both impact and quality.

We firmly believe that our true value lies in the strength of our collective talent. Every area and every person play a key role in turning ideas into reality. This integration of strategy, creativity, execution, and consumer insight is what has shaped our growth and continues to drive our success in such a competitive industry.

You’ve quickly established Dreidel as a leading slot machine manufacturer in Mexico. How did you do this, and what sets your product apart?

The market-leading position we have achieved is the result of a long, challenging yet rewarding journey. It’s been a step-by-step process, marked by both setbacks and incredible achievements, all of which have shaped us into the company that we are today. What sets us apart from other suppliers? I’d say it’s our ability to deeply understand and analyse what players want and enjoy. We don’t create generic products, we listen to the end user, study their behaviour, preferences, and playing habits, and design games that resonate with them on a personal level.

We focus on meeting the unique demands of the gaming sector, tailoring our offerings for each market we target. Mexico is our primary market, but we are making moves into other LatAm markets and North America, too. Our goal is to deliver games that are not only innovative in terms of technology and design but also captivating for the player, grabbing their attention from the very first spin to the last.

Advertisement

Today, we offer Class III products that are ranked among the top performers in the Mexican market. That leading position is the result of a clear vision, a player-focused approach and a passionate team committed to creating experiences that truly stand out.

 

What makes the land-based slot market so difficult to crack?

The land-based slot machine market is one of the most complex and demanding areas within the gaming industry, mainly due to the high barriers to entry, both technological and regulatory. It’s not enough to have a good idea; you need a product that is technically solid, commercially viable and fully compliant with strict industry standards.

One of our biggest challenges was developing the right product, one that would truly succeed in the market. This required significant investment in research, development, certifications and continuous testing. We also faced the challenge of competing against well-established brands, which pushed us to stand out not just through innovation, but through product quality and a deep understanding of the player.

We overcame these challenges by being patient, strategic and consistent. We had to earn the trust of operators and players one step at a time, proving that our products meet the highest standards while also delivering unique experiences that resonate with end users. It’s been a journey of perseverance, but one with highly rewarding results.

What is your top-performing game, and what made it so popular?

Our top-performing game is Imperial Ascension, a Class III title that stands out for its innovation and its ability to truly engage players. It’s more than just a slot game—it’s an immersive experience that captures attention through its functionality, visual appeal and the excitement it creates.

What has made Imperial Ascension such a success is its unique touch: it offers high rewards and a strong element of mystery that keeps players engaged throughout their session. The game continuously surprises players with multiple progressive jackpots embedded within the gameplay, which not only increases anticipation but also significantly boosts the potential for big wins. This combination of innovation, excitement and rewarding mechanics has made it one of our standout titles.

Advertisement

You also have a portfolio of online slots. What are your plans for the online segment, and what opportunities have you identified?

The online segment represents a completely different universe for Dreidel, with its own dynamics, audience profiles and player behaviours. That’s why we’ve developed a dedicated approach for this channel, with a specialised team that understands the nuances of the digital player experience.

Our online strategy is not about replicating the land-based model but rather adapting to new consumption habits by leveraging the advantages of technology and the accessibility of online platforms. We’ve identified significant growth opportunities in this segment, particularly driven by the increasing demand for digital entertainment, flexible formats and the ability to reach a much broader audience.

We are currently in a phase of deep market analysis and building a solid, tailored offering. Our goal is to deliver innovative, responsible and engaging experiences for online users. The online segment is a key path for our future expansion, both within Mexico and internationally.

You mention international markets. What are your plans to take Dreidel beyond Mexico?

This is the perfect time for international expansion and particularly into the United States because it’s the largest and most dynamic market in the gaming industry. It offers tremendous growth opportunities, a highly diverse base of end users, and presents many exciting challenges that we are fully prepared to take on.

The variety in player preferences within the US market pushes us to continue innovating and refining our approach. Our focus is on adapting to that diversity by delivering customised products that offer unique and engaging experiences.

The United States is one of our main strategic priorities, as we see the potential for exponential growth in that region. We’re confident that this is the natural next step for Dreidel and that we have the strength, creativity and vision to compete successfully on an international scale. Of course, we are also looking at other markets within Latin America and to replicate the success we have enjoyed in Mexico in the jurisdictions we chose to enter.

Advertisement

From the earliest brick-and-mortar facilities to the digital age of online casinos, jackpot products have remained a powerful acquisition and engagement tool, appealing to players with the allure of increased win potential beyond the base gameplay.

With the US iGaming market still in its relative infancy, there has been limited development and implementation of progressive jackpots. However, as the nation’s market continues to evolve, we are increasingly witnessing a variety of unique jackpot payout structures emerging, fuelled by companies like White Hat Studios. The first provider live in all seven regulated US states, the supplier has been at the forefront of jackpot innovation, initially with its Jackpot Royale™ product, and most recently with the launch of Jackpot Royale Express™, a fast-hitting structure that delivers more frequent payouts.

We spoke exclusively with Armen Tatarevic, VP of Gaming at White Hat Studios, to discover why developing a diverse suite of promotional tools has become essential.

 

What trends are influencing jackpot product development within the US?

Jackpots have long been synonymous with the US gambling industry and this appetite has translated from land-based to online casinos. However, with the rise in popularity of iGaming and the breadth of choice for players, it has become crucial to tailor products specifically in alignment with consumer preferences.

This approach is particularly pivotal in regulated US markets, where each regulated state has its own intricacies. For example, players in the established New Jersey market are typically drawn to larger jackpot prizes, considering the greater number of operators available to choose from.

In contrast, we see a trend of players in less mature markets, such as Pennsylvania, gravitating towards smaller, faster-hitting jackpot structures as they explore what works for them in the iGaming landscape.

 

Advertisement

Why is it important for suppliers to offer jackpot networks with varying payout structures?

Each player has unique preferences, and it is simply an unattainable goal for a single jackpot product to satisfy every playstyle. Crafting a diverse suite of promotional tools can accommodate a variety of preferences, with each product engineered to appeal to contrasting player tastes. Not only does this result in the curation of a well-rounded portfolio that maximizes potential audience reach, but also ensures operators can find everything they need from a comprehensive, all-in-one suite of promotional tools.

White Hat Studios’ progressive jackpot networks are the perfect example. Following the success of Jackpot Royale™, which has a top prize that pays out an average of $175,000, we recently launched Jackpot Royale Express™, designed to enhance engagement with a specific subsection of players by offering smaller jackpot payouts with far greater frequency. Landing five fireball symbols in linked games activates the Jackpot Wheel, where cash prizes and five progressive jackpots can be won, guaranteeing suspense with every spin.

 

Have you witnessed an appetite for fast-hitting structures in US markets?

It varies state-by-state, but there has been a general surge in the popularity of jackpot products that offer more frequent payouts, especially across mature UK and European markets. A key factor driving this trend is player psychology – some individuals feel that winning a top jackpot is highly unlikely, leading them towards games with more attainable prize structures. By offering lower prizes that drop regularly, these products sustain player engagement and enhance retention by creating a sense of continuous excitement and anticipation.

This is particularly prevalent in newly regulated states where players are still familiarizing themselves and exploring the landscape of online jackpot products. Here, the more cautious player approach drives traffic to fast-hitting jackpot structures. Striking the optimal balance between the frequency and size of payouts is the challenge for developers to overcome. Both jackpots that drop too infrequently and those that deliver regular but insignificant prizes will result in a loss of player interest for operators.

 

What has been the initial response to your own fast-hitting jackpot network, Jackpot Royale Expressâ„¢?

Jackpot Royale Express™ was designed to attract players with achievable jackpot prizes by increasing the likelihood of the Wheel feature triggering. It has certainly delivered on that promise, and in less than a week following launch, had already awarded more than 1,000 jackpot wins to US players. Many US-facing titles feature five fixed jackpots, so the nation’s players are already familiar with the format, and Jackpot Royale Express™ elevates this to new heights by triggering more frequently. We look forward to tracking its continued success as more and more of our hit titles are integrated into the network.

Advertisement