Interviews
Viva Las Vegas: Super Bowl touches down in Nevada
The Super Bowl is one of the biggest sporting events in the calendar not just in the US but the rest of the world. And as all eyes turn towards the Allegiant Stadium in Nevada, gambling companies will be looking for new opportunities to elevate the experience for bettors.
We spoke to Allan Petrilli (Managing Director at Acquire.bet), Troy Paul (Chairman of the Board and Co-Founder of SGG Media) and Jamie Shea (Chief Marketing Officer at Strive Gaming) to get the low-down on all things Super Bowl.
This is the second year that the Super Bowl is taking place in a state where sports betting is legal. From a betting perspective, are there any lessons that could perhaps be taken from last year’s event in Arizona?
Allan Petrilli: While I do not have much to add comparing to last year in Arizona – Las Vegas is the MECCA of betting. When considering whether any lessons that can be learnt, my first thoughts went directly to the experiences that brands can offer their VIP customers, and particularly the acquisition-focused promotions that they can run in the lead up to the event – think giveaways, trips, hospitality experiences etc.
It may be a bit late to start rolling out these experiences now, but who doesn’t want to go to Las Vegas to watch the Super Bowl?
Troy Paul: Everyone bets on the Super Bowl! Even those that watch one game per year. However, any serious gambler will already have a wagering account- so it’s not really a time to sign up massive numbers of new accounts. However, the Super Bowl is a great time to incentivise your players to make their biggest wagers of the year.
We have seen young fans like “Prop” bets and Parlays- so the Books with the best prop and parlay odds and the best web site from a usability standpoint is paramount. If you have a user site that is not player friendly the gamblers will just go back to the sites they understand and find easiest to navigate.
Jamie Shea: The Super Bowl will be very different from last year’s event. In Arizona, companies like DraftKings had a significant presence. However, DraftKings isn’t present in Nevada; FanDuel does have a retail location, though. In Nevada, you must register in person to wager online. This year, I think BetMGM might emerge as one of the big winners—they have retail locations and an online sports betting presence.
Since people won’t be able to bet with the other big national operators, BetMGM and Caesar’s have a tremendous opportunity to make their product known to the influx of people coming to the city for the Super Bowl. It will be intriguing to see how those coming into Las Vegas from out of town, who are accustomed to brands like FanDuel or DraftKings, will react. It will also be interesting to see if out-of-towners’ experiences with the BetMGM app might influence them to switch to that app after they return home. This could significantly impact player conversion.
This year will certainly be quite different from previous years. I’ve grown up in this industry, having run sportsbooks at retail locations for years. Nevada, formerly the only place in the country to bet, has maintained its requirement for in-person registration, a mandate not seen in other states. This makes it challenging in Nevada. However, unless regulations change, I fear Nevada might not thrive as much as other states.
In your opinion, what new opportunities / challenges does hosting the Super Bowl in Nevada present for sportsbooks? Could this be the year of ‘record bets’?
Allan Petrilli: In my honest opinion, I don’t necessarily believe that the location of the Super Bowl does, or should, have an impact on the volume of bets place. Of course, if we’re looking at the land-based industry in Nevada, then sure, we may see more bets placed at brick-and-mortar casinos. Although Las Vegas has always been a popular destination on Super Bowl weekend, regardless of where the game was being played.
That being said, I do believe that there may be some challenges around the lack of pure mobile betting in Nevada. Across the Silver State, players need to create their betting accounts in-person; so, I wonder if sportsbooks will be able to handle the increased volume of bets on gameday in a manner that doesn’t resolve in massive lines.
Troy Paul: Absolutely! Super Bowl LVIII certainly has the potential to be the year where we see a record number of bets placed.
Jamie Shea: Every year is a year for record bets. Since the repeal of PASPA six years ago, the understanding and popularity of sports betting have steadily grown. I believe this trend will continue, and Nevada, in particular, might see a record year for sportsbooks. Station Casinos, local to Nevada, will likely see a record number of sports bets placed. Nationally, with the sports betting industry’s substantial growth, massive numbers of bets are expected through major operators. Those not traveling to the game as well as those getting their bets in, in their home state before traveling, will be a big number indeed. The promotions have been fantastic, further fueling the growth of sports betting. The popularity of the Super Bowl is influenced by various factors like team matchups, halftime show performers, and fan bases. The industry’s continued innovation, including popularizing prop bets and live betting, will keep the Super Bowl engaging.
And how about casinos, are they going to miss out on the action? or is there opportunity for cross-selling casino to sports bettors, and vice versa?
Allan Petrilli: The land-based venues are obviously going to benefit from the increased footfall that weekend. But I don’t believe that there is a significant opportunity around pure casino acquisition during the Super Bowl.
That being said, acquiring new players during Super Bowl weekend is relatively “cheap” for online betting and gaming companies, especially given the organic interest around the game and the widening of relevant audiences. But generally speaking, this type of traffic tends to be lower quality and, quite often, churns quite quickly.
That isn’t to say that there is absolutely no opportunity for casino acquisition, however. For brands with multiple verticals, there is a great opportunity to potentially acquire casinos for a low price and, at a later date, cross-sell other products. This strategy is much easier said than done; if brands want to do this effectively, they need to be creative and timely in their offering.
Troy Paul: There are opportunities for casinos, but only those situated in Las Vegas. Over Super Bowl weekend, players flock to the Mecca of sports betting that is Las Vegas for a bit of entertainment. And many big gamblers would much rather spend their money on wagering in the casinos than on an expensive ticket for just one day! So there is no doubt that sports fans in the city will also have a flutter on casino games too.
Jamie Shea: Regarding casinos, I don’t think they will miss out on the action. Everyone coming to Las Vegas for the Super Bowl will likely stay at a casino property, exposing sports bettors to casino games. The excitement will be palpable. Who doesn’t want to play craps alongside excited fans of their team or of the NFL, in general? The sports bars, slots, table games and restaurants will be filled to the hilt with enthusiastic fans.
What more can, or should, the gambling industry be doing to capitalise on the hype surrounding major sporting events such as the Super Bowl?
Allan Petrilli: For me, it always comes down to personalisation. Acquiring new users and getting bets placed for the Super Bowl is sometimes seen as being “easy”, but converting those users into long-term, loyal customers is quite the opposite. It is very difficult. This is then made that bit harder because those newly acquired customers are then looped into the same CRM and loyalty schemes as the more traditional bettors, but you need to approach these players very differently.
One way to keep these players engaged is by offering interesting, unique markets for future bets – whether that’s politics or even entertainment. This is really important. What you also need to ensure is that you educate these users and communicate with them in a way that makes them feel safe and not alienated. This is why personalisation is so important.
Troy Paul: Firstly, the gambling industry should make sure that they are promoting the products that their audiences want to see – namely prop bets and parlays. If you give players what they want, then they will certainly be happy.
Secondly, sportsbooks should offer Bonus Boost bets for the markets that they have on offer; if you do that, players will certainly show up.
And thirdly, this is more specific to the casinos, but have lots of TVs and places to sit. This might sound like a simple idea, but it will be very effective – players want to be comfortable when having a bet. They might even pay a fee for the luxury of having a comfortable seat. But just make sure you don’t make that fee egregiously high!
Jamie Shea: The industry is already maximizing the Super Bowl hype through promotions and marketing. Operators like BetMGM and Caesars should ensure easy account registration on their properties. While promotions and advertising are crucial, the long-term success hinges on offering a superior product.
The Super Bowl presents an opportunity to attract new customers, making it essential for sportsbooks to provide user-friendly and appealing platforms. Additionally, the industry must prioritize responsible gambling, ensuring sports betting remains a safe and sustainable form of entertainment.
And finally, if you had to make a prediction on who will win the game, who would you guess?
Allan Petrilli: I think that this might be the year for the Chiefs.
Troy Paul: Taylor Swift versus Patrick Mahomes … now that’s too tough to call!
Jamie Shea: Regarding predictions for the game winner, I’m caught up in the Taylor Swift hype. Her involvement brings fresh eyes to the NFL, introducing the sport to a new demographic, which is fantastic for sports engagement. In this sense, Taylor Swift has already won the Super Bowl in my eyes!
With localisation, speed to market, and cross-state scalability at the heart of its strategy, RubyPlay is proving that relevance—and results—come from understanding both the player and the moment. Dr. Eyal Loz, Chief Product Officer at RubyPlay, discusses the company’s fast growing US presence and how its agile, insight-driven approach is resonating with players and operators alike. From crafting bespoke branded content to rolling out favoured mechanics with modern twists, RubyPlay is positioning itself as a key partner in the evolving iGaming landscape.
Just a few months into RubyPlay’s US journey, how has player response shaped your perception of the market? And how will these insights shape your roadmap going forward?
We see very strong player preferences to games that combine a Hold and Spin mechanic with perceived persistence. We also see that American players respond well to classic themes with a clear modern flavour. None of this was very surprising, as we are very well tuned with the preferences of players in America. The RubyPlay offering was always optimised for American players, and it’s nice to see that our roll out is working so well, as we expected it to.
We also explored a handful of innovative mechanics that are less prevalent in traditional land-based casinos, and we are happy to see that these were also well received.
Titles like Mad Hit® Diamonds and Diamond Explosions 7s® SE are a few of your early standouts. What do you think is making these games click with the US audience compared to other markets?
These two titles are solid performers in all markets, so we had high expectations to see these perform very well with American players. Both these mechanics have all the elements that make for a strong US title – Hold and Spin, perceived persistency, Buy Feature and a solid art package with a classic yet modern feel.
The US iGaming market is unique, not just in regulation, but in how players engage with content. How does your strategy for the US differ from other global regions and how do you maintain global competitiveness while staying locally relevant?
It’s important to remember that top performing mechanics tend to transcend time and space. Hold and Spin mechanics have performed well in almost all markets since they were introduced over 10 years ago. What makes a specific game more relevant to one specific region is the theme and flow of the game. For example, games featuring mahjong tiles will perform well in South East Asia but will not perform to the same level of success in the US. Similarly, games with strong Egyptian themes will not perform in Asia but have a good potential in the US.
RubyPlay’s superpower is in our velocity and adaptability. We are able to identify opportunities with operators to support their brand identity and create specialised bespoke content for them, taking into consideration elements such as the relevance of that theme to the market, and the brand of the operator. We live in a branded reality, and we consider our client’s brand a top priority.
You’ve spoken about empowering brands through strong partnerships. How do you approach collaboration in the US market to ensure both RubyPlay and its partners succeed?
Brands are a lifestyle in the USA. We have to understand this first in order to reach the audience in the way that our US partners take as second nature. By focusing on building high velocity, we are able to create relevant bespoke content for our partners that is unique to their needs.
Velocity is really important because branding opportunities don’t last very long. When a client negotiates a collaboration between their brand and a 3rd party, the deal will always close very late and will not last very long. Our ability to be in tune with the reality of such short deliveries on tight schedules, measured in weeks, not years, has given us a disproportionate advantage.
We have a stronger awareness of special events, whether sports, holidays, or cultural, and our responsiveness allow us to always stay relevant through our portfolio or bespoke content with the timings of such events in mind.
What role does localisation play in your expansion strategy?
Localisation is absolutely crucial. As I mentioned before, the combination of a robust and large variety of game mechanics, combined with the ability to minimise time to market thematically, we are able to always stay relevant to new markets we started operating in. When entering a new market, it’s hard to predict what is going to work, so building velocity, and keeping an open mind is key.
With more states opening up, how is RubyPlay preparing to scale its presence across the country? Any new or upcoming experiences or innovations players and partners can expect this year?
We are well on our way to enter Pennsylvania and West Virginia as we are well aware that US. operators are heavily focused on a cross-state strategy regarding promotions. If we can support this by having the top states, we ensure a stronger and more effective experience for players with branding in mind. After all, markets are one of the most important product features.
Other than that, we are planning to roll out our Awarded Feature with many of our direct clients. This will allow operators to award the Buy Feature for free via a back-office campaign. We saw this can be very effective in branding, retention and acquisition, and allow operators to either award players with the best part of the gaming experience, or up-sell promotions via their CRMs.
I’m very excited to see the impact the Awarded Feature will have with our partners on all areas of their business.
Revolutionising Cricket Premier League: Max Sevostianov – COO at Betbazar, shares insights on how AI-Cricket and hyper-local data products are helping Operators engage, convert, and retain players year-round
With the start of the Premier League cricket season in India, what key trends are you seeing in the iGaming industry around this sport?
We’re witnessing explosive demand for faster, more immersive cricket content. Ball-by-ball gaming is really taking off, driven by players who crave real-time action and micro-engagements. This has pushed Operators to double down on mobile-first experiences — speed, accessibility, and UX are everything in this space.
Another standout trend is hyper-localisation. It’s no longer enough to offer cricket content in English — platforms are integrating regional languages, tailoring promotions based on local fandoms, and weaving in fantasy-style formats that resonate deeply with Indian audiences.
Perhaps the biggest shift we’re seeing is strategic: cricket is evolving from a seasonal event to a sustainable, year-round revenue channel. Operators aren’t just riding the IPL wave — they’re building ecosystems around domestic leagues, international fixtures, and even niche formats, ensuring engagement doesn’t drop off after the final.
Do you think the league will trigger a revenue surge for South Asian Operators? What should they focus on to make the most of this opportunity?
Absolutely — the Premier League is essentially Black Friday for cricket in India and the wider South Asian market. It’s the peak of the calendar, where user engagement and volumes skyrocket. But high traffic alone doesn’t guarantee high returns.
To truly capitalize on this opportunity, Operators need robust infrastructure. That means rock-solid uptime, especially during critical moments like the toss or final overs when activity spikes. Fast bet settlements, wide market coverage — from traditional formats to more niche or prop bets — and content that keeps users hooked, like virtuals or eCricket, are all must-haves.
This season, the winners won’t just be those with the most users — they’ll be the ones who can scale seamlessly, automate efficiently, and deliver content that’s as thrilling as the match itself.
What cricket-related products are currently making the biggest impact in the iGaming market?
Three products are really making waves right now.
First, Virtual (AI) and eCricket formats are proving to be game-changers. These always-on experiences keep players engaged even between live matches, maintaining momentum throughout the season and beyond.
Second, high-frequency data feeds are unlocking a new level of interactivity. Instant markets, player props, and ball-by-ball gaming are now the norm, providing users with a dynamic and deeply immersive experience, especially appealing to mobile users who seek fast, responsive gameplay.
Finally, localised and gamified content is crucial. We’re seeing strong traction with fantasy-style elements and UI’s designed specifically for cricket fans. When combined with regional language support and tailored promotions, this kind of personalisation boosts both engagement and long-term retention.
These innovations are driving serious volume — and, more importantly, keeping players coming back.
Betbazar recently launched a new product – AI Cricket. Can you walk us through its key features and what makes it so promising?
AI-Cricket is the latest innovation on Betbazar’s marketplace, and it’s setting a new benchmark for virtual sports. At its core, it delivers 24/7 AI-powered cricket matches with realistic gameplay that mirrors live action — from batting styles to fielding dynamics — all generated by advanced algorithms.
What truly sets AI Cricket apart is its end-to-end automation. Everything from match creation to odds generation is fully automated, allowing Operators to run with minimal overhead and maintain a consistent 8% margin, without the need for manual trading.
On the user side, it’s all about engagement. The product supports fantasy-inspired modes and even customisable avatars, offering a highly immersive experience that feels fresh every time. And because it’s always available, it gives Operators a powerful tool to drive retention, even during downtime in the real-world sports calendar.
So AI-Cricket blends innovation with profitability, making it a standout product for today’s cricket-focused iGaming market.
Сricket coverage in Betbazar’s Live Data Feed is described as unique. How broad is the coverage, and what specific advantages does it offer to operators?
Betbazar’s Live Data Feed offers one of the most comprehensive and operator-friendly cricket solutions in the market today. We’re talking about 15,000+ pre-match and over 9,000 live Cricket & Kabaddi Events, and an additional 10,000+ AI Cricket events each year — a scale that ensures operators can engage users year-round.
But what really sets it apart is the quality behind the quantity. Settlement times for top events are incredibly fast, typically within five minutes after the match, giving players confidence and keeping the gaming process flow smooth.
From a technical perspective, we’ve built it for performance, featuring low-latency updates, a high SLA for reliability, and customisable margins that allow Operators to fine-tune their offerings to suit different markets and risk profiles.
In short, it’s a powerful, high-performance data solution designed to meet the fast-paced demands of modern cricket, enabling operators to stay ahead of the game.
About Betbazar
Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is to build a digital iGaming marketplace that connects creators with operators, accelerating growth through best-in-class products.
Looking Back: Growth & Achievements
FBMDS is celebrating five years of expansion and innovation. How would you describe the brand’s journey during this time?
Our journey over the past five years has been one of bold moves, strategic growth, and relentless innovation. As part of the FBM® Group, we began as pioneers in Video Bingo, but our vision extended far beyond that. We have focused on delivering profitable products to our clients and engaging gaming experiences to players. By expanding into multiple gaming categories and strengthening our global presence in key markets like Mexico and Brazil, we have redefined what a localized, player-centric gaming experience should be.
What were the key milestones that shaped FBMDS’ success over the past five years?
Several milestones have defined our success. First, our solidification as a market leader in Video Bingo and Lotto Games, setting the gold standard with best-seller products like Multi Mega, Power Pick Lotto, and Champion IV. Our leadership in Video Bingo is reinforced by unique features like the jackpot system, Magic Ball, and attractive paytables, all of which drive engagement and retention.
Second, our presence at international trade shows has played a crucial role in strengthening relationships with key partners and clients while reinforcing our brand positioning, as seen in events like G2E Las Vegas 2024. Lastly, our rapid expansion in the LATAM region, particularly in Mexico and Brazil, has solidified FBMDS as a trusted and respected brand in a highly competitive landscape.
What has been the most significant challenge, and how did FBMDS overcome it?
The online gaming industry is highly competitive, and differentiation is key. Our challenge was to deliver games that not only stood out but also ensured profitability for operators and engaging experiences for players. We tackled this by investing in customization, localization, and innovation—ensuring that every product aligns with the preferences of specific markets. Our ability to adapt game mechanics, themes, and retention strategies has positioned us ahead of the competition, creating unique gaming experiences that drive business success.
Product Evolution & Market Leadership
FBMDS has built a strong reputation in Video Bingo. How has this segment evolved, and what makes FBMDS a leader in this category?
Video Bingo is our DNA, and we have continuously pushed its evolution by refining gameplay mechanics, introducing engaging themes, and incorporating advanced technology to enhance user experience. Our commitment to differentiation sets us apart: our jackpot feature, the Magic Ball, and attractive paytables are tailored to maximize player engagement and operator profitability. Customization is at the heart of our strategy, ensuring our games resonate with local markets and drive long-term success.
Among FBMDS’ product portfolio, do you have a personal favorite? Why?
It’s hard to pick just one, but I’d highlight our Video Bingo games because they represent our legacy and continued leadership in the industry. We believe Video Bingo is an essential asset for any online casino, as it offers a nostalgic yet modern experience, combining interactive features with high retention rates. Our jackpot system enhances player excitement, while innovative game mechanics keep engagement levels high. In addition, our crash games showcase our adaptability and innovation, delivering high-quality visuals and dynamic gameplay. These two categories reflect our strategic pillars: player engagement and profitable gaming solutions for operators.
Future Outlook & Expansion Plans
Looking ahead, what’s the vision for FBMDS’ next five years?
We are just getting started. Our vision is to expand our influence by continuously delivering innovative and engaging gaming experiences that drive profitability for operators. While we maintain our leadership in Video Bingo, we are also focused on strengthening our position in other gaming verticals. We will continue investing in localized, player-driven innovation, ensuring that every product we launch enhances both player experience and operator success.
Brazil is a key market with huge potential. How does FBMDS plan to strengthen its presence in this region?
Brazil is a strategic priority for us. With regulatory developments and increasing demand for online gaming, we see tremendous opportunities to expand. Our approach is centered on offering tailored gaming experiences that resonate with Brazilian players, ensuring our products align with their cultural and gaming preferences. Additionally, we are forging strategic partnerships with operators to facilitate seamless and impactful expansion in the region, ensuring that our games drive engagement and profitability for our partners.
Innovation & What’s Next
Can you share any insights about upcoming products or features that FBMDS is working on?
Absolutely. We are developing a new generation of Video Bingo games featuring advanced jackpot systems, enhanced gameplay mechanics, and even more engaging features tailored to player preferences. Our goal is to create experiences that keep players entertained while maximizing operator revenue. In addition, we are working on new slots and bonus structures designed to drive engagement and profitability, ensuring that FBMDS remains at the forefront of gaming innovation.
What can operators and players expect from FBMDS in the near future?
A: More expansion, more innovation, and an even stronger, more diverse gaming portfolio. Players can expect cutting-edge experiences featuring interactive and rewarding mechanics, while operators will benefit from flexible, high-performance gaming solutions designed to optimize engagement and profitability. We are committed to maintaining our leadership in Video Bingo while continuously evolving to meet market demands.
Final Thoughts
After five years of continuous growth, what message would you like to share with FBMDS’ partners and players?
First and foremost, a heartfelt thank you to our players, partners, and the entire FBMDS team. Your trust and support have been instrumental in our journey. As we move forward, we remain committed to delivering exceptional gaming experiences, driving profitability for our partners, and continuously pushing the boundaries of innovation. The best is yet to come!
If you had to describe FBMDS’ journey in one word, what would it be?
Transformational.
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