Interviews
Interview with SOFTSWISS COO Andrey Starovoitov about iGaming and Crypto
SOFTSWISS offers comprehensive software solutions to online casinos and bookmaking websites. The company was the first to integrate crypto payments into its Online Casino Platform. SOFTSWISS COO Andrey Starovoitov agreed to answer some of our questions regarding the potential of cryptocurrencies in iGaming.
- Hi Andrey, thank you for taking the time to answer some questions. SOFTSWISS is the first online gambling software company to start working with cryptocurrencies as early as 2013. What makes SOFTSWISS’ solution more advanced compared to others?
First and foremost, it would have to be our experience and expertise in dealing with cryptocurrencies, as well as understanding the potential opportunities crypto gambling presents for the operator. We made sure to incorporate crypto into all possible aspects of our product solutions. They are designed to manage cryptocurrencies with ease and enable the flexible integration of new coins for operating purposes.
Today SOFTSWISS offers not only a set of individual products but also an entire ecosystem to start crypto gambling operations from scratch. The product line includes important elements such as an Online Casino Platform, Game Aggregator, the Sportsbook Platform, the Jackpot Aggregator, a Jackpot as a Service solution, the Affilka affiliate platform. Another important advantage is the partnership with CoinsPaid, which offers a crypto payment processing gateway and a business crypto wallet.
All products are adapted to work with cryptocurrencies. For example, the Game Aggregator has already had 44 game studios customising their portfolio to use the most popular coins like Bitcoin, Etherium, Litecoin, Tron, Dogecoin, etc. The Online Casino Platform is the backbone of crypto operations and, in conjunction with crypto processing by CoinsPaid, allows operators to launch payments in any altcoins on the market.
Crypto betting, in general, is mainstream. Everyone was stunned by the recent news that world-famous Canadian rapper Drake bet over $1 million in Bitcoin on a Super Bowl LVI match. The SOFTSWISS Sportsbook is fully adapted for this purpose. Our experience working with the strongest crypto brands on the market allows SOFTSWISS to be at the top of the crypto gambling niche. Understanding trends in cryptocurrencies and blockchain technology undoubtedly allows us to state that our products are currently leading the way in the B2B sector when it comes to crypto gambling solutions.
- SOFTSWISS offers both White Label Solution and Crypto Casino Solution. What are the advantages of Crypto Solution and who would you advise to consider this option?
The Сrypto Solution is worth considering for all operators, as cryptocurrencies give access to a wider audience and more countries than the standard fiat currencies. The crypto audience is young and marketing to it is an investment into the future, an opportunity to enter something long-term. Crypto is here to stay.
But I would point out that it is the current market leaders, who should consider looking into crypto. We are at a turning point in the gambling industry. The gap between classic casinos and second-wave crypto gambling casinos such as Stake, Roobet, BC.GAME, Duelbits, Rollbit is now too evident. The young audience of the new casinos is very different from the classic online casino.
We can highlight a strong demand for community building among players through forums, integrated casino chat rooms, increased interest in competitive elements, and a surge in new channels of engagement via streaming on Twitch and TikTok. And these are just a small part of these differences. It will be quite difficult to catch up with these new crypto casinos if market players miss out on the opportunities crypto offers, as new leaders in this niche emerge.
One of the significant benefits of using cryptocurrencies is the Conversion Rate and the Acceptance Rate (the rate that reflects the percentage of successful deposits). These rates are significantly higher when compared to fiat methods, as the average acceptance rate on the SOFTSWISS Online Casino Platform is close to 99%. Funds transfer speed is also better in comparison with some fiat methods.
With Cryptoprocessing by CoinsPaid, we credit crypto to the player’s balance immediately, even if the transfer itself has not reached the CoinsPaid crypto wallet yet. Moreover, we minimise risks with various advanced tools. In addition, it is worth noting that the transaction cost in crypto is significantly cheaper than in fiat currencies.
All of these factors directly impact the player conversion rate and, consequently, the operator’s success.
- Crypto projects often involve high risks. How do you help your crypto clients develop and avoid risks in the iGaming industry?
As I see it, the potential risks in the case of cryptocurrencies are negligible and barely different from those of a classic casino. Of course, some operators are wary due to their lack of experience in using cryptocurrencies, but SOFTSWISS is the right partner to help reduce the risks to a minimum by providing expertise and innovative product solutions.
Among possible risks, the only thing that operators may be concerned about is the fear that cryptocurrencies are too volatile and their exchange rates can vary significantly. For example, this could lead to losses in settlements with gaming operators. The functionality of the SOFTSWISS Online Casino Platform will allow the game itself to be run on fiat, while the player balance will be fixed in crypto. This makes it possible to perform all settlements with game providers based on fiat currencies and minimise the potential risk of loss on exchange rate differences.
Secondly, this is more of a concern than a risk, I would call the traffic sources. Indeed, crypto traffic is still emerging and is in an active growth stage at the moment. It is different to the, if we can now call it that, ‘classic online casino audience’. There is definitely an opportunity for operators to convert existing fiat traffic into crypto through tech solutions like Utorg, Changelly, or Moonpay, which let you buy cryptocurrencies directly from a casino site. Streaming also works great for a crypto player acquisition, as streaming services often have a younger target audience.
- What cryptocurrencies does the SOFTSWISS Crypto Casino Solution support? How are the supported cryptocurrencies selected and can we expect new additions?
The SOFTSWISS Crypto Casino Solution enables operators to work with any coins, primarily due to the platform’s flexibility and the integration with Cryptoprocessing by CoinsPaid.
While CoinsPaid enables casinos to instantly convert payments from players into any of 20 fiat currencies. This way the player’s fiat balance is not subject to volatility and is fixed at the time of deposit.
The SOFTSWISS Online Casino Platform can convert the player’s crypto balance into fiat at the time of betting. Casino players can play any game with their crypto balance, even if it (the game) does not support crypto.
This approach is used by all market leaders in crypto gambling and has a number of undeniable advantages. It provides access to a larger number of gaming studios and producers for players who typically prefer to deposit and play in crypto.
The second advantage is that adding new coins is much faster and does not depend on the game provider. And finally, the risks in the case of crypto value volatility are reduced, as the payment to the game producers is based on fiat currencies.
The fast process of adding new coins is important. Already we are seeing a gaming community forming around specific coins, such as Tron, and the emergence of new high-growth cryptocurrencies, such as Shiba Inu, requires an immediate response from operators to market demands.
- If we look at the Game Aggregator’s 2021 statistics, we can see that the share of crypto from all currencies has doubled: from 20% to about 40%. How do you explain this growth in popularity of crypto among players? Are there any advantages to using cryptocurrencies compared to regular money?
It is safe to say that we have seen the second wave of crypto gambling and the re-emergence of the concept of crypto gambling itself in 2021. The rapid rise in the value of Bitcoin led to the growth of crypto adopters globallyand, consequently, the crypto casino audience. But the key factor was the entry of so-called crypto dice operators like Stake, Roobet, BC.GAME, Duelbits, Rollbit into the iGaming market as we know it. Crypto dice operators had already established a community of crypto adepts. They primarily presented in-house developed games (for example, Stake Originals) based on provably fair technology that allows them to verify the fairness of winnings. The confluence of these circumstances has influenced a resurgence of interest in crypto gambling.
On the player’s side, the use of cryptocurrencies offers a number of advantages, mainly speed and ease of use in the case of payouts. Anonymity is also a significant factor for a part of the audience.
- Is there room for novelty in the iGaming industry? Can blockchain technology further revolutionise it or are the opportunities offered by cryptocurrencies mostly exhausted already?
In my view, blockchain technology will significantly impact the industry in the near future. There are clear indicators of it and it will be the audience’s demand for innovations that will improve the player experience, and it’s not just the use of cryptocurrencies in gambling. We are only just arriving at the formation of the crypto-gambling niche. Things like blockchain-based decentralised casino, NFT, and provably fair technology will be integrated into the market in the foreseeable future. By the way, SOFTSWISS is already considering the introduction of NFT technology in gambling.
- Although cryptocurrencies are increasingly more popular and becoming mainstream, some people are still sceptical about their reliability. Do you see a long-lasting future for cryptocurrencies? Is crypto gambling just another passing trend, or is it here to stay?
I understand people’s scepticism about crypto. It is hard enough to understand how, in the modern world, something can have a huge value with essentially no connection to anything physical. Cryptocurrencies are a soap bubble to such people, but that’s not entirely true. We are seeing major changes in the global economy, where the value of an asset is influenced by the general public’s hype, interest, and trust. Bitcoin is certainly here to stay, and though the technology has aged, it has inherent value and has established trust among its community of users.
Obviously, cryptocurrencies are with us forever, and I don’t see any factors affecting the decline in interest. Naturally, some fluctuations in the value of Bitcoin, as the most popular and, I would say, the most basic cryptocurrency, could affect the interest of some as an investment tool. However, as the experience of previous fluctuations shows, the subsequent growth attracts more new adopters. Overall, we are witnessing iterative growth in both value and audience volume.
The price and value of Bitcoin and cryptocurrencies is driven by the demand for ease, speed and cost of a transaction.These factors provide the underlying value of cryptocurrencies in the world to its audience. It is hard to imagine whether it would be possible to transfer a large amount of fiat currency between different continents at the same speed and cost per transaction that cryptocurrencies provide. For this reason, despite the speculative peaks in Bitcoin’s value, we will see a steady trend of new audience growth in the future.
SOFTSWISS offers easy solutions to iGaming operators. The company’s products include several other services beyond its leading crypto integration solution, such as its Game Aggregator, bringing together more than 150 casino game vendors, or the Jackpot Aggregator, allowing iGaming brands to launch custom jackpot campaigns and promotions to enhance customer experience.
Find out more about SOFTSWISS!
Dr. Eyal Loz Chief Product Officer at RubyPlay
Built for the branded reality – RubyPlay’s high velocity approach to the US market
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.
The post Built for the branded reality – RubyPlay’s high velocity approach to the US market appeared first on Gaming and Gambling Industry in the Americas.
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.
The post Betbazar Explores Cricket in iGaming: What Operators Need to Know appeared first on Gaming and Gambling Industry in the Americas.
Conferences in Europe
Speaking the Player’s Language: Promatic Group’s Take on Game Localization in CEE
The Prague Gaming & TECH Summit 2025 brought together some of the brightest minds in the iGaming and tech industries – and the conversation didn’t stop when the curtains closed. As this year’s General Sponsor through its Promatic Games brand, Promatic Group made a powerful impact on-stage and behind the scenes. In a dynamic keynote presentation titled “Localizing Slot Games: Does the Central European Player Need Localized Content?”, Maciej Makuszewski, iGaming Director, and Luka Oblak, Head of Product Design, explored how cultural nuances shape player engagement and game performance across regional markets.
Now, post-event, we caught up with Maciej Makuszewski to delve deeper into the topic of localization, player behavior, and what makes content truly resonate in Central and Eastern Europe.
Maciej, your keynote at the Summit offered compelling insights into how culture and language affect game engagement. What do you believe is the biggest misconception about localization in the iGaming industry today?
It is that it is enough to hire a translator of a game to deliver localized content. This is not the end of the road – on the contrary – this is just the beginning. This may sound like saying the sun rises in the east, but I still would say there can be a lot more attention paid to giving games a local touch.
But coming back to translations, nowadays, even at this basic level, we can observe so many pitfalls and mistakes that could have been avoided if people really had the player at the core of their strategy. I guess we are past this time in history of globalization that unified products and content simply entered new markets with no tailoring whatsoever and there was demand for them, because there hadn’t been much of a choice of anything else. We’d like to see companies try harder when they enter new markets. I hope we will become one that actually gets the hyperlocalization just right.
You and Luka presented some standout cases on localized content. Could you share one example that truly surprised your team – either by outperforming expectations or revealing a cultural insight you hadn’t anticipated?
I guess that would be the transformation of a simple fruit game launched as Red Hot Jackpot in Poland, into a rich animations theme game it became in Nigeria. The nigerian version of Red Hot Jackpot is called Naija Wheels and it is the exact the same math model and game logic as Red Hot Jackpot, but what makes it appealing to the local customers of slot halls in Nigeria is its hyperlocal theme. Naija Wheels is a funny story of things you see in Lagos traffic. So instead of a Cherry symbol you have a symbol of a police officer. Instead of a plum symbol, you have an okada driver from Lagos etc.
Very different game themes, same logics, same business effects – the game is a great performing slot in Poland and a superb hit in Nigeria.
In your view, what are the non-negotiables when designing localized slot content for Central and Eastern European markets? Are there elements developers often overlook?
There are so many local markets in the CEE that it is really hard to unify this. But in a nutshell – we know in our region, highly volatile fruit themed games are very popular. Having said that, it is not a surfire way to success. You may want to localize the content even further through cultural and humor references.
The ROI of local-branded slots is often debated. Based on Promatic Group’s experience, when does it make strategic and commercial sense to invest in hyper-local content – and when is it better to focus on broader appeal?
It all depends why you do this and how you measure the ROI. If you measure a single game ROI this might be a trap. It will very much depend on the math model and features of the particular game. Apart from revenue stream, there are also costs to be considered. If we’re talking about a “game reskin” then certification will be something you can optimize and so on. There are numerous ways to tackle this issue. Sometimes you can come up with a hyper local game and just launch it somewhere else to test if it works, which will boost your revenue stream and the total ROI. All in all we are very happy with our local approach and we intend to stick to it.
Let’s talk about the future. With shifting player expectations and tech advancements like AI personalization, how do you see the localization strategy evolving over the next 2–3 years at Promatic Group?
I would expect this hyperlocalization becomes a commodity in the industry. This will also require a lot of human factor so that it is done the right way. AI will speed things up, but I believe that the human touch will be key. We already have amazing tools, but using them the right way is what will make a great difference.
The post Speaking the Player’s Language: Promatic Group’s Take on Game Localization in CEE appeared first on European Gaming Industry News.
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