In a recent discussion, Robin Harrison from Worldgaming and Alexandra Kavelich from SOFTSWISS shared insights on emerging trends in the iGaming market, highlighting the industry's evolving landscape. Harrison pointed out that while the traditional stronghold of the iGaming sector has been in the US and Europe, there is a significant shift toward new areas, particularly in Latin America and Africa. He noted Africa's immense potential, but also acknowledged the challenges businesses may face in succeeding there.
Harrison remarked, 'I see Superbet and Kaizen Gaming/Betano performing particularly well in emerging territories, and I’m very interested to see whether that leads them back to taking share in Europe.' He expressed curiosity about whether these operators would venture back into Europe, given the increasingly onerous regulatory frameworks and rising taxes.
Kavelich agreed with Harrison, emphasizing that the geographical shift is a key aspect of growth in the industry. However, she also highlighted a behavioral change among operators. "Whereas operators previously focused on speed of market entry, they are now asking questions about their technology and local regulations, as well as how to scale without compromising quality," she explained.
She indicated that while the industry is not yet mature, it is evolving. Companies now need to produce reliable technology and transparent operations to ensure long-term growth rather than just quick market access. Kavelich reflected, 'This is the strongest signal of change: growth is no longer just about entering new markets; it's about being ready for what comes after.'
The conversation then shifted to how access to data impacts the industry's ability to anticipate change. Kavelich noted, "We definitely have more data than ever before. But that doesn’t automatically mean we’re better at anticipating change." She pointed out that many players in the industry still struggle with consolidating fragmented data into valuable intelligence.
On the other hand, Kavelich urged that the mindset within companies is gradually shifting toward data-driven decision-making. She mentioned SOFTSWISS's introduction of a Prediction Markets Platform that leverages a fixed-odds model, allowing operators to engage with new trends effectively.
Harrison added that while data is crucial, it must be processed by knowledgeable people who can effectively communicate insights. He stated, "I’ve seen warnings about tax changes, but these proclamations have not manifested in market behavior as expected. We must consider how we present this data to influence external stakeholders."
As the discussion progressed, both leaders agreed that in a mature market, interpreting information accurately is becoming increasingly valuable, as widespread access to data has commoditized it. Harrison noted the importance of examining the reasons behind market trends instead of simply reporting on them.
Kavelich echoed this sentiment, stating, "The biggest opportunity for the iGaming sector is learning how to convert fragmented information into actionable insights. By advancing the industry’s maturity through meaningful market research, we can create a well-informed marketplace that benefits everyone."
Addressing whether the industry is overlooking current opportunities in its pursuit of future innovations, Harrison suggested that gaming excels at problem-solving, but often neglects the value of existing solutions. He cited the land-based casino sector's tendency to adopt a long-term viewpoint as a lesson for online operators.
Kavelich warned against being overly distracted by new trends, emphasizing that sustainable business practices still rely on foundational elements like reliability, compliance, and player experience. This foundational work builds trust, which is vital for operators to successfully integrate new technologies and expand into new markets.
Both leaders affirmed that a healthy industry prioritizes resilience over speed. Kavelich remarked, "A healthy industry focuses on long-term value creation. Trust is built through resilient technology and transparent practices, which ultimately fosters lasting partnerships."
Harrison concluded by reiterating the importance of adhering to fundamental principles. He suggested that maintaining strong compliance and stakeholder management underpins sustainable growth in the industry.
