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Our goal is to take the earnings of media buying teams to a new level” — Ayvar Gabidullin, CBDO of Extendy, on the features of the new platform and what is needed to launch your own online casino

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Our goal is to take the earnings of media buying teams to a new level” — Ayvar Gabidullin, CBDO of Extendy, on the features of the new platform and what is needed to launch your own online casino

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How did the idea of creating Extendy come about? What inspired you?

It all began around 5 years ago when representatives from two different areas of interest came together. On one side, we had an experienced team of IT developers, product managers, designers, and other professionals who together could create products of different complexities. On the other side, a team of media buying experts with years of experience of driving large volumes of traffic to others’ products, and who wished to reach new heights in this area.

By sharing each other’s strengths and weaknesses, it quickly became clear that by joining forces, we could create a great product both for ourselves and for the entire market. And this is how Extendy came about — it’s a platform for creating online casinos for media buying  teams.

Now, after developing and testing this product over these past 5 years, we are eager to talk about it and provide access to certain teams.

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Why do media buying teams need their own casino? Isn’t it more profitable to have 4-5 different offers and not be tied to one specific one, even if it’s their own?

We’ve conducted hundreds of interviews with media buying experts and so many of them agree that having your own product is more economically advantageous in the long term. The key here is the long-term perspective and there currently is a strong demand in the market for creating one’s own casino.

Real, big, and stable earnings do not begin when you discover a couple of working combinations that return investments and start generating profit within six months. Rather, it’s when traffic grows after acquiring a new player, or when deposits cost nothing. This can only be achieved in one way—by investing in your brand, marketing, SMM, reactivating former users through CRM channels, and so on, increasing the share of organic traffic every day.

When media buying teams drive traffic to someone else’s casino, all the benefits of this free organic traffic go to the casino owners, not to the media buying experts. By having your own casino, and approaching promotion and all operational processes correctly, these benefits will go to you, as the owner, allowing you to significantly increase your profits and reach new heights.

What are Extendy’s key features?

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The main aim is that media buying teams need only think about driving traffic. When it comes to all other operational aspects, they can rest assured that they will be taken care of.

We dedicated thousands of hours creating an infrastructure which would allow media buying teams to receive an online casino with fully autonomous, operational systems. We guarantee the seamless and efficient operation of every system, whether it’s user support, CRM, payment processing, anti-fraud mechanisms, etc. Extendy takes care of all this allowing teams to focus solely on traffic acquisition.

Another feature of the platform is the technical solutions offered for more effective traffic monetisation. Since the technical and media buying teams collaborated so closely during the platform’s creation, this helped us to conduct hundreds of experiments and implement the best practices into the final product version. This includes optimizing conversions at each stage of the funnel and the “Traffic Light” technology which predicts the LTV of users from a specific campaign in a short period. This allows teams to quickly stop the campaign in case of a red prediction or scale it in case of a green prediction.

Additionally, we have the AppAI technology for mobile traffic which analyzes the profile of the attracted user and the ad they clicked on to enter the product. Based on this data, a unique flow is created for each user, allowing for significant increases in conversion rates and faster return on traffic investment.

We are continuously improving the platform. The R&D team conducts experiments daily, develops new features, and implements them for our clients to enhance the efficiency of every dollar invested in traffic.

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If someone wants to create their own platform instead of working with someone else, how much would it cost to develop such a platform?

I can’t give an exact figure, but I think it would cost at least $25 million if we’re talking about an all-inclusive platform like Extendy. But the difficulty isn’t so much in the investment as it is in the team, expertise, strategy, timing, focus, and other factors that aren’t immediately obvious.

A platform is a complex IT product that would take several years to develop. And while you’re developing it, significant changes could occur in the market which could affect your prospects. You need to accept these risks from the start.

Therefore, it’s obviously better to focus on what you do best—driving traffic—and let the platform handle everything else.

You mentioned earlier that the platform is already open, but not for everyone. What does this mean?

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At the moment, we’re in closed beta and ready to work only with large media buying teams. Currently, our priority is a limited number of projects to which we can devote maximum attention.

Any past projects and clients you can mention?

The online casino brands BDMBet, BetOnRed, and CryptoLeo were launched on Extendy. We are delighted that they have gone on to become popular casino brands in their GEOs and we will do our best to scale this success.

We’re also working with some clients who prefer to remain anonymous, and several other brands which will soon be launched. We’re expecting to launch around 10 online casinos by the end of the year.

Thank you! Could you share your plans for the platform’s development and how media buying teams can get in touch?

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If you represent a large media buying team, feel free to reach out to me, or you may fill in an application on our website and we’ll be in touch.

As for upcoming plans, as with any IT product, we have a long list of tasks and long-term plans that will expand our clients’ capabilities, both technically and product-wise. These include tasks for increasing profits and reducing traffic payback periods, improving user experience and design, increasing technical stability and speed, and much, much more.

I’d be happy to discuss more details in person! In fact, we’ll be at the iGB Amsterdam, SBC Lisbon, and SiGMA Malta conferences later this year. See you there!

The post Our goal is to take the earnings of media buying teams to a new level” — Ayvar Gabidullin, CBDO of Extendy, on the features of the new platform and what is needed to launch your own online casino appeared first on European Gaming Industry News.

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Movers and Shakers – Beyond integration: Why system interoperability is the real game changer

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Movers and Shakers - Beyond integration: Why system interoperability is the real game changer
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Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.

 

Dominic Le Garsmeur (CPO) at Fincore, says integrations without a clear interoperability strategy add technical and operational debt, hampering future growth.

System integrations are hugely important for any online sportsbook or casino, adding capabilities and features to drive growth.  But integrating without considering and optimising interoperability can do more harm than good by adding technical and operational debt to the business and ultimately hitting growth.

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Integrating without interoperability pushes information from one system to another, but the connection itself has no intelligence. It’s a mechanical link, and the systems remain fundamentally separate, each operating with its own distinct rules. Any real understanding, like why that data was sent or what other processes it should trigger, is lost, creating data silos that are technically connected but strategically disconnected.

System interoperability provides the intelligence the connection lacks, establishing a shared operational model for the platform so all systems can act in concert. Most importantly, it creates a future-proof foundation, allowing new capabilities and features to be added with agility and confidence, turning the platform into an engine for innovation rather than a source of technical debt.

Before looking at why interoperability is more powerful than integration, and how companies can solve it, it’s important to understand how disconnects between platforms and systems occur in the first place.

 

Why does disconnection happen?

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Operators acquire their tech stacks in different ways, but usually through a combination of building, inheriting legacy tech, acquisition and third-party providers. This often leads to platform and system silos with little to no compatibility between them.

Ultimately, disconnected systems drag down delivery and without interoperability, companies waste time reconciling platforms and tech rather than advancing forward.

 

Interoperability is more powerful than integration

Integration often means linking systems at a basic level, but interoperability ensures that data, logic and workflows are aligned and extensible.

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It’s critical to have a strategic data layer and shared data structures that enables standardising of data representations, aligning systems at the logic level, not just the interface, and building an architecture designed to unify and extend across platforms.

In complex industries such as gaming, where tech plays such an important role in the user experience and the trust consumers have in brands, system interoperability is the only way to scale with control. In short, integration links, interoperability empowers.

 

Why interoperability is such a challenge in the gaming industry

Each integration is unique. Why? Because the combination of legacy systems, niche vendors and varying regulations in markets across the world means there is no blueprint for operators to follow.

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Remember, most operator platforms are now decades old and were not built with modularity or openness in mind. And even those developing new platforms and systems from scratch often lack the in-house capability to design for interoperability from the get-go.

 

The risk of not achieving interoperability

When systems don’t interoperate, things start to fall apart. For example, delivery can grind to a halt, with every new feature launch or market entry becoming a grind. There are compliance risks, too, especially when it comes to fractured data and an increased risk of errors and audit gaps.

Then, of course, there is the poor player experience that will be provided. This could be anything from glitchy games to failed deposits and even the wrong marketing communications being sent to the wrong player cohorts.

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It also impacts an operator’s ability to develop and innovate, as IT and tech become reactive rather than proactive. And in such a competitive market, this can see a brand quickly fall behind the curve.

 

How to solve the interoperability conundrum

Ensuring interoperability is a complex and comprehensive undertaking, but there are some high-level things operators can do.

This starts with standardising critical data flows and logic, not just the interface. Remember, a single view of data is what ensures all the platforms, systems and networks communicate with each other in the same language.

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Operators should also design for change, as architecture must support long-term growth and plug-and-play modularity. In most cases, it’s best to invest in strategic partners, not just tools.

 

How strategic partners can help

Partners such as Fincore can provide the strategic clarity operators need, defining what interoperability looks like for them and based on their business goals. We also bring execution muscle – we don’t just design it, we build it.

The right partner also brings compliance confidence. Companies such as Fincore are highly experienced when it comes to interoperability, and everything we do stands up to regulatory scrutiny.

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This can be seen in our proven track record for delivering interoperability for everything from complex migrations to global-scale game roll-outs.

 

A real-world example of interoperability

Fincore worked with a US-based gaming services provider whose legacy systems across its land-based venues had created silos in payments, loyalty and in-resort experiences.

The solution we proposed saw us design and deliver a digital wallet that became the unified digital layer across the physical properties. We also integrated deeply with multiple rigid legacy systems to provide secure and compliant interoperability at scale.

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The result? We delivered on time, unlocked a new digital product line and created a long-term tech foundation for the company to continue to build on.

When it comes to integrations, you can always wire systems together, but if you don’t do it in the right way, you get chaos. Interoperability is about creating order within platforms and systems, which in turn allows for unlimited scaling and growth.

And that’s why interoperability is the real game-changer.

The post Movers and Shakers – Beyond integration: Why system interoperability is the real game changer appeared first on European Gaming Industry News.

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Yaspa and VIALET partner to bolster pan-European payments for iGaming clients

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Yaspa and VIALET partner to bolster pan-European payments for iGaming clients
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London fintech Yaspa, an award-winning provider of real-time payment, account verification and intelligence solutions for the iGaming industry, has announced its partnership with VIALET, the European-licensed electronic money institution. The collaboration significantly enhances Yaspa’s payment ecosystem, providing iGaming operators and platforms across the UK and Europe with expanded access to instant, multi-currency payment solutions.

The partnership builds on VIALET’s deep experience as a European fintech, offering specialised business accounts and a full suite of payment services designed for digital businesses. For Yaspa’s customers – particularly in the high-growth iGaming sector – these accounts provide a secure, compliant way to hold and manage funds, including those deposited and withdrawn through Yaspa’s instant bank payment solutions.

The result is a powerful, integrated offering that is quickly becoming a preferred choice for operators seeking seamless, multi-currency support for real-time transactions. By combining instant pay-ins and payouts with robust business banking infrastructure, the collaboration delivers a streamlined, scalable solution for managing money across the UK and Europe.

‘A single, powerful platform’

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Yaspa CEO James Neville said: “Our mission at Yaspa is to provide iGaming businesses with a single, powerful platform to manage their payments intelligently.

“Partnering with VIALET not only expands our instant payment capabilities across Europe, but also reinforces our commitment to building a resilient, multi-partner ecosystem that offers our clients unparalleled choice and reliability.”

Ioannis Chatziathanasiou, Chief Business Development Officer from VIALET, said: “At VIALET, we are committed to delivering secure, fast, and scalable payment solutions tailored to the needs of digital-first industries. Partnering with Yaspa allows us to extend our reach and offer even greater value to merchants across Europe who demand flexibility, intelligence, and speed in their payment infrastructure.”

Yaspa’s instant bank payments are available across the UK and Europe, ready to integrate seamlessly into the payment systems of both current and future VIALET account holders who want to provide a real-time payment option that is quick to implement and simple for players to use.

The post Yaspa and VIALET partner to bolster pan-European payments for iGaming clients appeared first on European Gaming Industry News.

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Amusnet Sponsors the Most Traded NFT Collection at the Ortak x B.F.T.H. Arena Awards 2025

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Amusnet has been announced as the official sponsor of the Most Traded NFT Collection at the Ortak x B.F.T.H. Arena Awards 2025. Renowned for its commitment to immersive gaming experiences, Amusnet is supporting this distinctive category with a 10,000 FTN prize pool, further reinforcing its dedication to creativity and innovation in the iGaming sector.

Honouring Excellence in NFT Marketplace

The Most Traded NFT Collection category celebrates the collections that have made the biggest impact in the NFT marketplace. From eye-catching designs to real-world utility, these standout projects have captured the attention of traders and collectors alike. With Amusnet’s support, the awards will recognise the visionaries behind the most traded collections shaping the future of digital ownership.

Yerevan at the Centre of Innovation

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From 8–11 July 2025, Yerevan will become the focal point of the iGaming world as it hosts Harmony Meetup 7 featuring Fasttoken alongside the Ortak x B.F.T.H. Arena Awards. This four-day event will bring together global leaders, creatives, and innovators to celebrate excellence, share insights, and explore the technologies shaping the next chapter of digital entertainment.

Amusnet and BetConstruct: A Vision-Aligned Partnership

The partnership between Amusnet and BetConstruct is rooted in a shared vision of driving innovation and delivering world-class player experiences. Together, the two companies are redefining the boundaries of the iGaming industry, transforming ambitious ideas into impactful, forward-thinking solutions. Their collaboration is more than a strategic alliance, it is a joint commitment to shaping the future of iGaming.

With a focus on innovation, collaboration and industry recognition, the event promises to deliver an unforgettable experience in the heart of Armenia.

The post Amusnet Sponsors the Most Traded NFT Collection at the Ortak x B.F.T.H. Arena Awards 2025 appeared first on European Gaming Industry News.

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