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!
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.
A lot has changed since the US Supreme Court struck down PASPA (The Professional and Amateur Sports Protection Act of 1992) as being unconstitutional, effectively ending Nevada’s near-monopoly on sports betting in the country. With every US state now free to legalize and launch its own sports betting market, in-person, online, and mobile sports betting grew at a neck-breaking pace.
This explosive growth saw the emergence of ‘affiliate companies’ – marketing agencies specializing in performance marketing and promoting licensed sports betting operators. However, as the market entered a new phase and growth slowed, some affiliates have been seeing mixed results in the past year.
We sat down for a chat with Shmulik Segal, Founder and CEO of Media Troopers, an advertising agency specializing in sports betting and iGaming in North America, to hear his views on the gambling marketplace and what the future holds for affiliates. Segal takes a realistic approach and acknowledges the days of insatiable growth are gone, but he still sees great potential in the market.
Looking at the bigger picture, how bad were things for affiliates in the past year?
Segal: “I won’t tell you the past year hasn’t been challenging for marketing agencies like ourselves. Looking at 2024 earning reports of publicly traded marketing agencies in the gambling industry, the results are a mixed bag, Segal says. “While some of the largest players in the space saw their US revenues drop by over a third compared to 2023, the earnings of others just flatlined.”
What causes you to be optimistic then?
“But on the flip side of the coin, there were also companies that saw double-digit growth in earnings,” Segal compares. “So what does that mixed bag of results tell us? Although the days of explosive growth are over, the market is certainly not on a one-way street. I still see tons of opportunities for companies that are adjusting and doing the right things.”
So what are the main challenges the affiliate market is facing?
“I can divide the challenges into two main categories: objective and subjective. Objective categories would be anything that’s ‘man-made’, such as legislation (new states that open up), increased regulation (restrictions on advertising, increased taxation), the evolution of technology (Artificial Intelligence and further mobile personalization), competition (both operators and other marketing channels and companies), and all other factors that are created by governments, companies, and individuals,” he explains.
“The subjective factors are more geographical or permanent. Let’s take sports betting as an example. According to the American Gaming Association’s state tracker, Out of 51 potential jurisdictions across the country (50 states + Washington DC), 38 have legalized sports betting. However, only seven states have legalized iGaming.”
So, how do you treat these challenges differently?
“As an affiliate, you understand the fundamental difference between the two types of challenges: your level of control. While you can mitigate objective challenges, you must adapt to subjective ones.”
How do you stay relevant as an affiliate amidst these challenges?
“The first thing we must always keep in mind is that we make a living out of providing our customers with additional value, i.e. unique knowledge and expertise that the operator doesn’t have and fits perfectly into its marketing mix. We must provide our customers with a competitive, cutting edge.”
“Case in point: we constantly strive to be ahead of the curve in everything we do. Our technology platform constantly adapts and upgrades to include more powerful AI tools for segmentation, targeting, and personalization. A huge part of our media teams’ job is to look for the ‘next big thing’ be it a fresh marketing channel or a new source that will enable us to expand our reach and tap into new markets.
Our commercial teams work closely with existing and potential operators to find new ways to bring value to players, be it new games, news, or promotions. And it goes without saying that our compliance team takes great care of ensuring we adhere to the highest standards of safe advertising and responsible gaming.”
“But no less important,“ he concludes, “is the operations team that ties all the pieces together and executes everything. That’s one of the biggest challenges, given operations can be slow-moving, we constantly need to improve our execution to keep up with the changes the other parts of the team bring.”
What about other types of challenges? The ones you can’t mitigate?
“When it comes to subjective challenges, however, you have much less control, and this is where companies must brace themselves and adapt quickly. Case in point, there are 38 sports betting states, while a portion of the remaining ones, such as Hawai, Utah, Texas, and California, won’t introduce sports betting or iGaming in the foreseeable future.
With fewer states regulating gaming in the foreseeable future, is the market bound to shrink?
“I don’t see it that way. Long gone are the days when a new market opened every few months. What would you do? You can’t ‘magic up’ more states. But you can certainly adapt and brace yourself to improve and grow your share in existing markets, which is exactly what we are focusing on doing,” he explains. “Along with acquiring new players through new and existing markets, we are constantly looking for new channels that will bring our customers (operators) loyalty and higher lifetime value.”
You are talking about increasing share and value, does that mean there are no new opportunities?
“We see huge potential, with opportunities constantly coming to knock on our door. North Carolina and Vermont were the two new markets that launched in 2024, and we are already seeing a lot of growth there. For example, North Carolina, which only went live with sports betting in March 2024, but by the end of the year, already clinched ninth place in the Top 10 sports betting states, reporting revenues of over $583.
This is why we treat every state as a standalone ecosystem with its unique set of challenges, requirements, and potential. The next exciting challenge (and opportunity) we are preparing for is Missouri, which legalized sports betting at the end of 2024 but has yet to launch. We have already been hard at work since the ballot was approved in November, so we can hit the ground running and start sending our MO sportsbook partners newly depositing customers from day one.
What about organic growth in existing markets?
“There’s certainly that also. While every new state that launches sports betting can potentially bring a spike in growth, we are certainly seeing organic growth and improved results across the board year after year. Take as an example the Super Bowl. In 2025, legal US bets on the Super Bowl grew 10% year-on-year. Or March Madness, on which best are expected to grow 13% from last year.
So, is there still organic growth in existing markets? For us, it’s a big, fat yes.”
Are you planning on staying within the iGaming and sports betting markets in the near future?
“That’s a very good question I ask myself every day, Segal smiles and immediately corrects himself. “Actually, scratch that. I ask myself this question many times over the course of a day in the office.”
He elaborates: “iGaming is tangent to other gaming verticals, and sports betting has an overlap with a whole universe of sports and its related verticals. Every website in these verticals needs traffic, and we know how to provide it. So new opportunities knocking on our door. But how do we capitalize on these without losing our focus and commitment to our core business? We keep our ears and eyes open, but never lose focus.”
How has the live dealer landscape progressed over recent years?
Live dealer has become a core vertical in online gaming, now making up about a third of casino revenue. What’s interesting is that it’s driven by a relatively small number of studios. It’s a capital-intensive business with no guarantees, but if you get it right, the player loyalty is worth the investment.
The industry has evolved in key areas:
- Streaming and quality: HD is standard, but now latency, mobile optimization, and stability are the focus
- Game Variety: the core games – Blackjack, Roulette, and Baccarat – still dominate, but regional favorites like Teen Patti and Andar Bahar are gaining ground
- Gamification and engagement: jackpots, tournaments, and cash drops are making live dealer more interactive
- Customization: greenscreen technology has been a game-changer, allowing operators to brand and tailor their tables like never before
- Hybrid formats: live dealer is no longer just about table games; game shows, wheels, and interactive experiences are expanding the category
At its core, live dealer is about creating an immersive and social experience. That’s why innovation in engagement and customization continues to be a major growth driver.
With live casino being relatively new to some markets, such as the US, how do players interact with the vertical? How do player preferences differ across geos?
For players new to live dealer, the reaction is almost always ‘feels like a real casino!’ The human interaction and transparency make a big impact.
In the US, live dealer is being embraced quickly, especially in social and sweepstakes casinos. Players there are used to land-based casinos, so high-quality live games feel familiar. Blackjack is the dominant game by a wide margin.
Other parts of the world have different preferences. In Asia, there’s a strong preference for Teen Patti, Dragon Tiger, and Baccarat. Baccarat is also the top choice in Italy and much of Southeast Asia. In Turkey, Roulette is by far the most popular game, though we also see strong affinity toward Blackjack. In Europe, Blackjack leads, but Roulette is consistently strong, particularly in markets like India.
Across all markets, the common thread is that live dealer isn’t just about the game – it’s about the experience. Players want interaction, immersion, and trust in the gameplay.
What technologies resonate well with players, and conversely, what is lacking engagement?
Reliable streaming is the baseline expectation. It needs to work flawlessly, especially on mobile. From an operator’s perspective, greenscreen technology has been a game-changer. It allows for branded and localized environments without physical set builds, giving operators full control over their branding and user experience.
Gamification and promotional tools, such as cash drops, leaderboards, and jackpots, also drive engagement, particularly in social and sweepstakes gaming.
And what doesn’t work? Laggy or low-quality streams are killers. If the experience isn’t seamless, players leave instantly. And fake ‘live’ games, such as pre-recorded tables and AI dealers, miss the point of live casino. Players want real human interaction.
What is the most unexpected or disruptive trend you’ve seen in live casino development that you didn’t anticipate, and how has it shaped your approach?
One of the biggest surprises has been the rise of live dealer in social casinos and sweepstakes gaming. For a long time, social casinos were all about slots, but now we’re seeing massive demand for live dealer in that space. Players want the real casino atmosphere, even when they’re playing with virtual currency.
We’ve adapted to this by optimizing our live dealer games for sweepstakes casinos – adjusting the UI, adding engagement tools, and better game pacing to better fit the model. This shift has forced a change in the way we think about live gaming – not just as a real-money product, but as an entertainment experience that works across different models.
In which markets is live casino experiencing the most growth, and why?
Our core markets of Europe, CIS, and the Middle East continue to show strong, stable growth, with high retention rates among existing players. We’re also expanding into high-growth regions like Italy and Asia where Baccarat is driving adoption. In Africa and LatAm, growth is fueled by higher gambling activity and better internet access. And in Africa specifically, our adaptive streaming technology optimizes for lower bandwidth, making live dealer more accessible in this huge and emerging market.
And it’s not just about where live dealer is growing, it’s also about how it’s expanding into new verticals like social and hybrid models. For us it’s about being ready, agile, adaptive.
How do you expect the live dealer landscape to develop? Are there any emerging technologies that you believe will become game changers in this space?
AI gets a lot of attention, and while I don’t see it replacing human dealers, I do see it as a powerful tool for personalization.
We can expect to see AI-driven table recommendations which may suggest games based on player behavior data, as well as personalised and dynamic challenges and offers that adapt in real-time.
Beyond AI, greenscreen technology will continue to redefine the industry. It makes localization and branding far more cost-effective by allowing digitally generated studio environments. It unlocks innovation and imagination, and empowers operators to create unique and exclusive gaming experiences.
Live dealer is also starting to merge with other formats, so expect to see more game-show-style mechanics, interactive social elements, and even potential crossover with streaming platforms.
Final Thoughts?
Live dealer is no longer a niche product; it’s a dominant vertical in online gaming. The challenge now is differentiation.
At LuckyStreak, we’re focused on making live dealer more customizable, engaging, and adaptable. Whether it’s through branded tables, gamification, or expanding into new markets, the goal is to give operators more flexibility and players a better experience.
About LuckyStreak
LuckyStreak has been producing and streaming world-class live dealer online games since 2014. Launched and led by veterans of the land-based and online casino industry, they have a deep passion for entertainment, innovation and quality service, providing players with an unforgettable, unique and thrilling gaming experience, and impeccably delivered with an unwavering commitment to the highest levels of production, video streaming and reliability.
LuckyConnect was launched in 2017 and is the proprietary integration API for operators, connecting them to a library of over 4000 live dealer and third-party games from leading providers like Pragmatic Play, Yggdrasil, Ruby Play, PG Soft and Red Rake Gaming via seamless wallet API, and one-stop shop of critical services including invoicing, player management, reporting and billing, support centre and content management, with one fast and easy integration.
LuckyStreak products and services are built on a highly secure robust technical infrastructure: utilizing a microservices architecture developed using a cloud-native approach enabling high availability (99.9% uptime), security and flexibility; whilst our critical API technology is protected by symmetric encryption and secure server-to-server connections. Ensuring an optimal playing experience without compromising our service to our customers.
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