Interviews
Exclusive Q&A with Dejan Orlac, Head of Design at Royce&Bach
Let’s start from the beginning. Your beginnings, that is. Our readers love to learn more about top professionals and their life. Tell us more about yourself.
I was one of those kids that knew what he wanted to do from early on. That is to turn problems into elegant solutions through design. I loved drawing anything that moved, either on wheels, through the air or, underwater. My passion led me to the Academy of Arts and Design in Ljubljana, where I studied Industrial Design. After a successful study, I moved to London to pursue my appetite for design at the Royal College of Art, studying MA in product design. I never finished the course as I found myself in front of a new challenge in the gaming industry. It was an opportunity I couldn’t refuse. I became a partner and head of design at the original Royce&Bach company. One thing led to another, and soon I was playing a part in launching the online casino platform called Oryx Gaming. We planned, developed, and designed a complete library of over 40 slot games, online roulette games, and poker games. We also designed all interfaces and the whole front end that enabled the launch of the product.
It was enough. I needed a break from the gaming environment and embarked on a new adventure. I was designing different products in various industries, from toys to phones and anything in between. I worked on projects for many high-end brands like Burberry, Coway, Panasonic, LG, and many others. It was a valuable learning experience that allowed me to reflect on the gaming industry that gave me the start. It is funny how I came back full circle and decided to focus on the gaming industry again with more specific goals.
Perhaps the first time you made your mark in the industry was by launching Archipelago 8 electronic roulette. Tell us about that experience.
Before starting the journey with Royce&Bach, I was already designing online casino lobby’s and games for Playtech, and other casino providers. It gave me significant knowledge and confidence for my next adventure. Royce&Bach was an incredible opportunity for a 22-year-old boy. I worked and learned from some of the most intelligent people in the industry. The company had a clear goal and product vision; to disrupt the gaming industry with a better approach to a customer and user experience. The design was our first bet. Our first presentation of the Archipelago roulette was in 2007 at ICE in London, and the interest was overwhelming. However, it came with its fair share of challenges. After the show, we realized we need to go back to the drawing board and make changes to the design, construction, and implement additional feedback from potential buyers. And we did. The plan hit home with the Asian demographic, and shortly after, we started shipping our first products. Soon we proudly installed our roulette in the MGM Grand Macau.
You were involved with gaming product designs when you were working in Orlach Design? Could you tell us about some of the designs that you were associated with?
Orlach design is my own design company. Through Orlach design, I designed products, concepts, user interfaces, and other innovative solutions for many well-known international companies. I also worked directly with leading design studios helping them with their projects. Together we worked on products for beverage brand Budweiser, JSP and Keeler. I also designed the new UI for the ROXI home music entertainment system and worked on many projects at Burberry. It was interesting to be part of the TV brand campaign for Peugeot or cooperate on developing sets for Garnier TV commercials. Through Orlach design, I worked on many projects in healthcare tech, scientific, industrial, high spec and toy industry, interiors, and furniture design. It enabled me to receive international recognition and win the awards such as Red Dot Design award Concepts and Core77 Best Of Design.
You were also part of some innovations like a digital market place of 3Dprintable industrial designs. How did it go?
The 3Defied project is a digital platform with a professionally created consumer level 3d product content. Through 3Defied, designers, design companies, and prominent brands can connect and sell their work. The end customer is the owner of a 3d printer or a regular customer who prints the content through outside vendors. It is my “pet” project. I strongly believe in it, and it is something I am very passionate about. Unfortunately, due to ongoing gaming projects, 3Defied is currently on the backburner.
What about your present company Royce&Bach? Tell us about your areas of expertise, ongoing projects and clients.
Our passion is to create innovative gaming products that add value to players, operators, and casino vendors. Through strategic, industry-informed, and innovation-driven design, Royce&Bach strives to enhance players’ experience and maximize operators’ return on investment. We design all kinds of online and land-based casino-relevant experiences and equipment. Electronic roulettes, slot machine cabinets, player terminals, user interfaces, and casino games are just a few of many products we designed for our clients. Ultimately Royce&Bach uncovers hidden potential and delivers innovative products that exceed our client’s expectations.
We are currently working on several fascinating products. My team is designing a new slot machine and a new automated roulette for a renowned retail casino gaming company. A well-known international brand hired us to design real room interiors for their live virtual games. For them, we are also conceptualizing new games that are either more immersive or integrate the brand on a different level. Demand for digital products is rising, and we are looking forward to developing that side of the business as well.
Could you explain the design process and its various stages from concept to manufacturing?
We must maximize the ROI for investors as well as enhance the entertainment experience for our players.
I want to think that I am in the process of developing our “patented” approach to the challenges of designing for the gaming industry. We based our approach around understanding specific players’ psychologies. We want to know what triggers their senses, what gets them into “the zone,” how they associate themselves with the product and, how they perceive a machine design as their winning tool.
First, we dive deep into research to uncover and identify the specific opportunities associated with the client and focus on solving those through product design. Through fieldwork, we talk to all parties involved in the product lifecycle. We also learn from previous research in our industry. Works from Natasha Dow Schüll, Roger Thomas, and Bill Friedman are an essential base for further actions. After we gather all relevant information, we create a design brief which we use throughout the development process.
Next, we move to the “concept design phase,” where we propose a variety of ideas for product design. We review them with our clients and together select the winning horse. Sometimes we choose several concepts and develop them further. I like to say that those are our horses in the race, competing against each other. After the race is over, we end up with a winning horse, which becomes our winning concept.
Now it is time to optimize our design. Together with our clients, we review the ergonomics, add further technical input from the engineering team, and, overall, create a winning proposal. What follows is finalizing colors, materials, and finishes (CMF), preparing renderings, models, and mock-ups for presentations. The result is a product that makes our clients proud and excited about the future.
You have worked with a lot of start-ups and helped them get ahead. What are your views about start-ups in the gaming industry in general. Pros, cons and general advice, if any?
In my view, many companies developing gaming solutions, underestimate the financial investment, and the time needed to create a successful product. Due to gaming-related legislation and strict certification processes which differ from country to country, the process is more complicated in comparison to the mainstream entertainment business. Also, the industry is small, everybody knows each other, and the competition is ruthless. That creates a unique set of challenges for any start-up that wants to thrive in our industry.
Collaborate with someone who can think and work outside perceived limitations. It can uncover hidden potential you never knew was there. Do your research, look deep to avoid surprises later. Design to attract, impress, and satisfy. Be different. It will help you stay on track and continuously evolve in the ever-changing gaming environment. Design is the best tool to explore new opportunities, adapt, and plan for the future. Design is also your best bet in the product development journey to success. It’s an investment that pays back double, at least.
What are the challenges and opportunities that you find in the gaming industry in terms of design?
Planning design for any gambling solution creates challenges on many levels. First, the product design must be fit for the manufacturer and easy-to-operate for the vendor. The vendor is the actual buyer who has to service and maintain the product. Second, players require much understanding. They expect to receive a completely different user experience than the vendor. Both use the same product but on different levels and have different requirements. Satisfying both is very challenging. That generally makes products complicated to design and produce because they’re often required to do too much at once.
The gambling market is also continually changing. It needs to adapt to new generations of players through technology, better research, and innovation. That presents a multitude of design pathways that can open up opportunities to create innovative designs that amuse existing players or attract new ones.
Final question. With a number of gaming product manufacturers employing in-house designers, what value additions can an external designing firm provide?
If you want to stay ahead, you need to collaborate with someone who can work outside perceived limitations. The in-house design team usually has plenty of work supporting ongoing business demands. That is why it’s essential to include outside professionals who are well informed overall and have cross-industry experiences to come up with fresh ideas. Flexibility, free-thinking, insight, and the quality of specialized people enables our clients to offer products that exceed expectations. Most everyday consumer products that we use were conceived and designed by external design studios. Big corporations rely on smaller companies. A lot of talented and skilled people will instead work for a smaller studio than a corporation.
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.
Compliance Updates
Navigating Legal Frontiers: Nordic Legal’s Vision for the Finnish Gambling Market
The Prague Gaming & TECH Summit 2025 brought together top experts across the iGaming and tech landscape, and Nordic Legal stood out as the event’s Scandinavian Legal Expertise Sponsor. A renowned legal advisory firm in the Nordic region, Nordic Legal continues to shape the future of gambling legislation and compliance in Europe.
In this post-event interview, we caught up with Pekka Ilmivalta, Head of the Finnish Office at Nordic Legal, to dive deeper into the firm’s insights on the upcoming Finnish gambling reform, the legal challenges it poses, and the opportunities it presents for operators preparing to enter the market.
Finland is preparing to launch its regulated gambling sector in January 2026. As an expert with over 20 years of experience in the gambling industry, how do you view its draft legislation and the current state of the Finnish gambling market?
Finns are used to gambling online, and the size of the market is close to 2 billion euros in GGR. As the market share of the national monopoly operator, Veikkaus, has declined to around 50 percent, nearly half of the gambling spending already takes place outside the Finnish regulation. Therefore, the gambling legislation reform is really needed.
The Government Proposal now being dealt with in the Finnish Parliament is generally a comprehensive and a good package. As the political parties are quite unanimous about the need for the reform, I expect the parliamentary discussion to concentrate on the balance between responsibility measures and the features making the market interesting enough for the operators to enter the regulated market. Especially marketing, use of affiliates and bonusing will, and should, be discussed.
I believe that the Parliament will approve the new legislation early next autumn and that the B2C license application process will be able to begin already in January next year.
The Finnish legislative review council has raised concerns about potential increases in gambling harms under the new regulatory framework. What measures do you believe are necessary to mitigate these risks, and how could Finland balance market liberalization with responsible gambling practices?
Personally, I think that gambling harms must be taken seriously. However, as almost half of the Finnish gambling now happens outside the regulated market, I am convinced that succeeding in channelization is a crucial starting point to really mitigate gambling harms. Therefore, attractiveness of the market and measures against the black market are extremely important. Furthermore, self-exclusion and responsible gambling tools are, of course, needed for the players. Generally, I believe that AI assisted monitoring could and will have an important role in preventing harmful gambling in the future. To really work, responsible gambling tools need to be both pragmatic and relevant for each individual player.
Considering Finland’s upcoming gambling reform, what legal and operational challenges should gambling operators be prepared for, particularly regarding compliance and player protection? Which key trends do you see shaping the market’s future?
As it seems now that affiliates and welcome bonuses will be banned, operators will have to find other means to build their brand and acquire customers. Even though traditional marketing and sponsoring are widely acceptable, I would expect to see innovative solutions to stand out from the probable marketing avalanche during the first months after the market opening. Perhaps new kinds of sponsorships or retail activities? Or even enhanced player protection measures to gain a competitive edge?
Overall, I would advise operators to start their market entry preparations early enough. The licensing procedure could take several (6 to 9) months. Also, adjusting to the local technical and player protection requirements might not happen overnight.
What insights could help Finland create a balanced and effective gambling market?
I believe that the new legislation will provide a good enough framework for a functional gambling market. However, based on experiences from Sweden and Denmark, I would point out two practical aspects crucial to making the new legislation effective: First, there needs to be collaboration between licensed operators and the new regulator. Dialogue and a mutual will to find solutions should be the common mindset. Secondly, the regulator hopefully has enough resources (tools, persons and persistence) to interfere with the black-market operations, which will evidently still exist also after the reform.
Nordic Legal has extensive experience advising European governments on regulatory best practices. How can your firm assist operators looking to enter the Finnish market and navigate the evolving legal landscape?
With our deep knowledge of Finnish legislation, extensive experience from regulatory developments in other jurisdictions, and strong industry relationships, we are well-positioned to support operators and B2B suppliers entering the Finnish market. We can offer comprehensive guidance not only on compliance and licensing, but also on navigating strategic challenges, ensuring our clients are well-prepared for a dynamic and shifting legal landscape. Our proactive approach enables us to identify regulatory changes early and help clients stay ahead of industry developments.
The post Navigating Legal Frontiers: Nordic Legal’s Vision for the Finnish Gambling Market appeared first on European Gaming Industry News.
Online casinos are in a race to meet the growing demands of players, but many operators are being left behind. Slow payment systems, high transaction fees, and outdated software are limiting growth and hurting the player experience. But with the right tools, operators can break free from these limitations and create fluid, player-first experiences.
Bar Konson, Chief Business Development Officer at NuxGame, offers solutions that many operators have been waiting for. With NuxGame’s crypto-ready turnkey platform, operators can quickly solve common issues and roll out future-forward digital casinos that appeal to modern players. The crypto market is growing fast, with an expected $5 billion by 2030. Find out in this interview how making the most of crypto can take your casino to the next level and leave competitors behind.
The impact of crypto in iGaming is undeniable. Bar, do you believe Bitcoin is here to stay, or are we just seeing the beginning of a temporary trend?
The truth is, Bitcoin and crypto are here to stay, and it’s not just a “cool new thing” for players. They offer fast transactions, more security, and a level of transparency that players are increasingly looking for. The iGaming scene is modernizing, and those who aren’t adopting crypto solutions are definitely going to fall behind. You don’t want to watch everyone else pass you by.
So how does NuxGame support the crypto trend? What makes your platform stand out in this fast paced environment?
At NuxGame, we’re not simply handing over a crypto solution and calling it a day. We provide a fully integrated crypto casino software solution that supports multiple cryptocurrencies, but more importantly, we’re here for you every step of the way. Our customer service managers understand that each operator has unique priorities, so we work closely with you to make sure that everything works exactly the way you want it. The dashboard shows everything in real-time, while players get quicker transactions and a better overall game. And the best part is that you’re not left alone with the system integration. Our team is always ready to make your operations work exactly how you want.
I know you’ve got a lot of experience with turnkey solutions. What makes NuxGame’s turnkey casino solution a perfect fit for operators looking to add crypto into their business?
The whole idea behind a turnkey casino solution is to give operators everything they need to go live as soon as possible. When you add crypto, that means offering everything from crypto-friendly payment systems to blockchain-backed gaming for transparency and security. But the important part is that it’s not merely about putting a “crypto” label on your website and leaving it at that. We provide full integration with multi-coin support, crypto bonuses, and even real-time analytics. For operators, it’s the peace of mind that comes with knowing that upon making the switch, everything works — and it works fast. No waiting, no stress, just a revenue-boosting crypto experience. And you’ll be seeing profits in no time. Because you’ll get the tools to start engaging players immediately.
Bar, let’s talk about the notable transition from traditional casinos to online. Are operators who come from land-based casinos jumping on the crypto train? How are they adapting?
Absolutely! A lot of traditional operators are taking their first steps into the online scene and realizing crypto’s impact in it all. They already have local brand recognition, and now it’s time to take that trust and build it online. The great thing is, with crypto, they don’t have to worry about those annoying international payment delays or high fees. We help them adapt without the growing pains, offering localization for both payments and content. It’s basically taking what they already know and applying it to the online space: no need to rebuild everything. You’ve got your brand and audience — now let us help you go digital. It’s that easy.
One last thing: with all the changes happening in the iGaming space, especially with the crypto’s growing presence, what do you think operators should be focusing on in 2025?
2025 is all about speed and adaptability. Markets are moving at record pace, and operators who are stuck in the “perfect platform” mentality are going to miss the boat. Players expect fast, secure experiences, and with crypto, that’s what they get. But to keep up, operators need to launch fast, learn fast, and be ready to grow quickly. That means not over-complicating things: you don’t need to build from zero when you’ve got the right tools. With platforms like ours, operators can quickly adapt to trends, integrate new features, and focus on what really matters: delivering a fantastic player experience. The market’s moving, and those who move with it are the ones who win.
The post Exclusive Q&A With Bar Konson, Chief Business Development Officer at NuxGame appeared first on European Gaming Industry News.
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