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How Parimatch Use Data-Driven Approaches to Launch Experimental Betting Projects
Parimatch is changing the betting industry, and data is the key to these changes. Together with Head of BI and Analytics Parimatch Anna Gayvoronskaya, we’ll tell you how we applied data-driven approaches to launch the session game Footboss — a new gamified way to involve customers in the betting world.
Parimatch Betting Experiment: game Footboss
Footboss is a simple soccer-themed IDLE RPG game integrated into the Parimatch app: the player doesn’t need to register anywhere else if he already has an account in the system.
Games are designed for relaxation and chilled-out gameplay — conventionally, there are 5 minutes for which you can manage to go through a couple of bosses, acquire new skills and get prizes. Among the awards were Samsung Galaxy Note 10, iPhone 11 Pro Max, MacBook Air 13″, Sony PS4, iPad Air 10.5″, and other branded gifts from Parimatch.
Parimatch natively integrated betting into the game: the player could place a couple of bets and speed up the progress, but this was completely unnecessary.
How Footboos Engaged Players
The global goal of Footboss is to refresh the world of betting: the game was conceived as an alternative to the boring campaigns and promotional offers for Euro 2020. In addition to focusing on high odds, bonuses, and competitions in marginality, the goal was to give players variety and new emotions.
Thanks to Footboss, the player returned to Parimatch not only because he wanted to place a bet or check the odds but to take a break, win a few fights and get a prize in a process. The game developers specially made it session-based so players would not get stuck in it for hours and returned to their business after a couple of boss fights.
Footboss’s main gaming adventure is to free ten soccer stadiums from the giant invaders. The game’s key character is the Coach, whose task is to prepare his players for effective penalties and non-standard decisions day after day.
At first glance, the game seems simple, but with each new level, the player discovers many directions to deepen and develop their characters. Thanks to the random distribution of awards and achievements, the journey became unexpected: different things, tasks, heroes always dropped out. And then there’s the added interest of loot boxes: a kind of “kinder-surprise for adults.”
Ways to Use Data-Driven Approaches
Nowadays, in business, not enough to be guided by feelings or intuition. We must base global steps on data and analytics because analytics answers the question, “what can we do to make this product better?”
Before the launch of Footboss, a BI team completed the game’s mathematical model, which was the basis for the player’s interactions with Parimatch products. Also, data specialists developed a mathematical system for the equiprobable drop of prizes, according to which the player could get a prize regardless of how much money he spent on the game.
*quote*
Placing some bets could speed up the game’s passage, but this does not affect the dropout of prizes.
The compilation of models and comparison with the bases of active players of Parimatch helped to attract the number of players to Footboss, calculate the possible increase in GGR and the costs of the project.
For developers, data analytics prepared dashboards of the game progress, the number of participants, and their activity.
We frequently analyzed players’ engagement during the promotion period and made updates based on this data, for example, extra-levels or new characters.
We carried out the work with data at all stages of the project, including calculating the retrospective results. Here’s the data we’ve collected for future versions of the game:
- the number of players
- player engagement rate
- number of fights
- number of completed quests
- the average and the maximum duration of a gaming session
- number of open loot boxes
- game speed run
- the number of registrations on the site and application
- conversion of landing pages
- email open rate
- costs of prizes per active player
- the financial result of an experiment
Data to Highlight the Pandemic Damage
It’s hard to describe 2020 projects without mentioning the pandemic impact. The crisis and quarantine dealt heavy damage to the entire market, and the Footboss campaign was no exception. Everything went wrong: change of concept due to the cancellation of Euro 2020, anti-crisis measures in the company, limiting the launch of the game to 1 region out of 7 planned.
We calculated not only positive results but also what we received less due to the pandemic and crisis:
- loss of audience and GGR due to the cancellation of Euro 2020
- losses due to launch in only one region of the brand’s presence
- losses due to out of sync with the marketing campaign
- losses from the lack of integration of other company’s entertainment
Data-Driven Approaches for Future Experiments
The fundamentals of data-driven approaches lie in that data can be collected not only for retrospective activities but also throughout the entire process. You can build mathematical models at the beginning of the experiment, compare them with real performance, make adjustments, and achieve a positive effect for the business.
If earlier everyone in betting analyzed only the results of campaigns, now the data is used at all stages. We plan and build the mathematical models, make adjustments based on the results we obtained, and then we conduct a retrospective for future projects. Working with data has now become a continuous process from post facto analysis of results.
For Footboss data-driven, the approaches helped to calculate the number of potential players, the profit from their attraction, and the losses caused by the pandemic.
The first launch of Footboss opened the door to a new approach to attracting players to the world of betting. As CPO Parimatch Sergey Berezhnoy said: “We have built a stadium where we held the first championship.”
So new adventures await the players, and we are developing new quests and game levels — and all game activities will improve thanks to the data from previous versions of the project.
This summer, the iconic iGB Live lands in London for the first time — bringing together over 15,000 iGaming professionals from around the world. On July 2–3, 22Bet Partners will join the action at stand K60 in ExCeL London, ready to serve bold partnerships, fresh ideas, and a tennis-themed experience that’s game, set, match.
iGB Live 2025 marks a new chapter as it relocates from Amsterdam to London, raising the stakes for everyone involved. For 22Bet Partners, this is more than a showcase — it’s a statement. The brand is setting the tone with a standout stand themed around tennis, celebrating energy, precision, and competitive spirit.
Visitors to stand K60 can expect:
– A full-on tennis court setup with sleek design and interactive elements
– Signature cocktails and premium branded merch
– Real talk with the 22Bet Partners team: whether you’re looking to scale an existing collab or launch something new, they’re available
– A dynamic quest from Lucky Media — complete challenges at the 22Bet stand and you could score the ultimate prize: a ticket to Wimbledon
As a proud partner in the Lucky Media quest, 22Bet Partners invites attendees to bring their A-game — and leave with more than just a handshake.
“We’re thrilled to join iGB Live 2025 in London — an event that brings together the best minds in affiliate marketing. For us, nothing beats face-to-face conversations with our partners. It’s where ideas flow, plans evolve, and momentum builds. Our team is united by a love for what we do and a drive to grow bigger, better, bolder. Expect energy, surprises, and a lot of inspiration at stand K60”, says Yan, CEO of 22Bet Partners
Ready to serve up new wins? Meet 22Bet Partners at stand K60.
Connect with the team, dive into their tennis-themed world, and take your shot at winning a Wimbledon ticket.
The event is a perfect opportunity to see 22Bet Partners’ latest initiatives and partnership opportunities in action.
The post Meet 22Bet Partners at iGB Live London: Tennis, Talks & Wimbledon Dreams appeared first on European Gaming Industry News.
There are affiliate networks, and then there’s MegaList – a performance-first, hype-last kind of operation built for casino and sportsbook brands that prefer results over buzzwords.
In an industry that sometimes feels like it’s powered by vague metrics and recycled content, MegaList steps in as the “Mega Map” – a practical, data-driven network guiding both players and operators to higher ground. Less “look at our reach,” more “here’s your conversion rate.”
So no, this isn’t just another logo-stamped brand promising traffic and delivering bounce rates. This is a carefully engineered affiliate engine built on smart SEO, qualified leads, and just enough caffeine-fueled obsession with results to make even the most skeptical operators pay attention.
The iGaming Affiliate World: Why It (Still) Matters
Let’s be honest – the affiliate space in iGaming has had its fair share of bad actors and empty promises. But when done right, affiliate marketing is still one of the most effective and efficient ways to connect licensed operators with the right players.
Players want fewer popups, more clarity. Operators want actual ROI, not vague impressions.
Enter: the data-driven affiliate network.
It’s simple:
- Informed players make better choices.
- Strategic affiliates deliver better traffic.
- Everyone wins. Except, of course, the shady operators who preferred it the other way.
Meet the MegaList Brands
These aren’t vanity microsites. Each MegaList brand has a specific mission, actual humans behind the content, and a reputation for, well… telling it like it is.
MegaCasinoList
Let’s face it – players don’t need another affiliate promising “top 10 casinos” based on whatever ad paid the most. They need honest, transparent, expert-backed reviews.
That’s where MegaCasinoList comes in – a platform that filters out the noise and delivers legit info on licensed casinos, security, fairness, and gameplay. Slots? Live dealer games? Payout speed? Yep, it’s all in there, and it’s all vetted.
They work with reliable operators only, because – and here’s a crazy idea – not every shiny site deserves your deposit.
MegaTipsList
If you like sports predictions that read like a 20-page legal document, you’re in the wrong place.
MegaTipsList is built for bettors who want real insights, fast reads, accurate tips, and actual value. It delivers predictions, sports news, and timely promotions – minus the fluff and with none of that “win guaranteed” nonsense.
Designed for bettors who like to stay informed without needing a PhD to understand the odds.
MegaBetList
For the practical bettor who just wants the facts: which sites are legit, which ones pay fast, and what to expect before placing your first wager.
MegaBetList reviews betting platforms with a clear, no-nonsense voice. It’s not trying to dazzle; it’s trying to help people bet smarter – and it’s doing a pretty solid job of it.
From licensing to promotions to usability, everything is covered – and everything is filtered through what actually matters to sports fans.
Why This All Matters (And Why It’s Working)
The iGaming world doesn’t need more noise. It needs better filters, smarter partners, and affiliates that actually care whether the traffic leads somewhere useful.
That’s where MegaList comes in – not to impress with buzzwords, but to perform, to scale, and to make sure both operators and players are on the same page for once.
And if we may drop in a little vision while we’re at it:
“At MegaList, we believe informed players and strategic operators shape a stronger, smarter iGaming industry.”
For once, a statement that isn’t just inspirational filler.
So the next time someone pitches you an affiliate network, ask one thing: “Do they have a plan, or just a landing page?”
MegaList has both, and a track record to prove it.
Explore MegaList’s network:
🔗 MegaAffiliatesList.com
Reading Time: 3 minutes
Atlaslive, a premier iGaming platform provider, today released a comprehensive analysis of the European gambling market transformation, revealing that the industry’s €123.4 billion revenue base is undergoing unprecedented digital evolution. The analysis, based on latest market intelligence from European Gaming & Betting Association in partnership with H2 Gambling Capital, identifies mobile gaming as the dominant force reshaping player engagement across the continent.
Mobile Revolution Drives Market Transformation
Atlaslive’s analysis reveals that mobile devices now generate 58% of Europe’s online gambling revenue in 2024, with projections indicating this figure will surge to 67% by 2029. This mobile-first transformation represents a fundamental shift in how operators must approach platform development and player acquisition strategies.
“The data unequivocally demonstrates that the future of European gambling is mobile-first,” said Anastasiia Poltavets, CMO at Atlaslive. “Operators who fail to prioritize mobile optimization and user experience will find themselves increasingly marginalized in a market where player expectations have fundamentally evolved.”
Online Gambling Accelerates Toward 45% Market Share
The analysis identifies online gambling as the clear growth engine of the European market, with digital channels expected to command 45% of total gambling revenue by 2029, up from 39% in 2024. This €66.8 billion online market projection represents a 6.9% compound annual growth rate, significantly outpacing the 1.8% growth expected in land-based gambling.
Key growth drivers identified by Atlaslive include:
- Casino games leading digital adoption: €21.5 billion in 2024, growing to €30.8 billion by 2029
- Sports betting momentum: €13.7 billion online revenue with 6.9% annual growth trajectory
- Lottery digital transformation: Strongest growth potential at 7.7% annually, reaching €10.4 billion by 2029
Geographic Disparities Signal Untapped Opportunities
Country-by-country analysis reveals significant market maturity variations across Europe, presenting strategic opportunities for technology providers and operators.
Digital Leaders:
- Sweden: 68.3% online share
- Finland and Denmark: Both at 68.1% online share
- Strong mobile adoption and regulatory frameworks driving digital-first engagement
Growth Markets:
- Italy: Europe’s largest market at €21.0 billion with only 21.7% online penetration
- Germany: €14.4 billion market with 22.6% online share indicating substantial digital expansion potential
- France: €14.0 billion market with significant room for online growth
Strategic Implications for Industry Stakeholders
The Atlaslive analysis identifies several critical success factors for market participants:
For Operators:
- Mobile-native platform architecture becomes non-negotiable
- Omnichannel integration essential for capturing cross-platform player value
- Geographic expansion strategies should prioritize markets with low online penetration
For Technology Providers:
- Platform scalability must accommodate sustained high-growth environments
- Cross-jurisdictional compliance capabilities increasingly valuable
- Mobile-first development methodologies essential for competitive positioning
Market Resilience Demonstrates Industry Maturity
Despite digital transformation, analysis confirms the continued relevance of land-based gambling, which maintains €75.5 billion in 2024 revenue and projects steady 1.8% annual growth. This dual-track evolution demonstrates industry maturity and the enduring appeal of gambling experiences.
“The European gambling market is demonstrating remarkable sophistication in its evolution,” added Anastasiia Poltavets. “Rather than simple digital displacement, we’re witnessing the emergence of a truly integrated ecosystem where online and land-based channels complement and enhance each other.”
To explore the full report, regional breakdowns, and strategic insights for 2025 and beyond, visit: https://atlaslive.tech/blog/the-european-gambling-revolution-euro1234-billion-market-transforms-in-the-digital-age.
This document is provided to you for your information and discussion only. This document was based on public sources of information and was created by the Atlaslive team for marketing usage. It is not a solicitation or an offer to buy or sell any gambling-related product. Nothing in this document constitutes legal or business development advice. This document has been prepared from sources Atlaslive believes to be reliable, but we do not guarantee its accuracy or completeness and do not accept liability for any loss arising from its use. Atlaslive reserves the right to remedy any errors that may be present in this document.
About Atlaslive
Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.
The post Atlaslive Analysis: European Gambling Market Enters €123.4 Billion Digital-First Era appeared first on European Gaming Industry News.
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