Michael Probert

Two sunny and insight-packed days at iGX London ☀️🎰 It was a pleasure to join the panel “Modernising Casino Culture: Data, Influencers, and Real-World Connections” alongside Marcela Torres, Ian Turnbull, and Daniel Grabher. One of the takeaways: a strong multi-channel strategy – combining online and offline experiences – is critical. Both Caesars Entertainment and Swiss Casinos are already embracing this to meet evolving customer expectations. 🎯 And if you're looking for even more insights, Justin Deaville has summarised 292 actionable tips from iGX 2025 – a goldmine for anyone in iGaming: 🔗 https://lnkd.in/eFDVRxA8 #iGX2025 #SwissCasinos #CasinoInnovation #iGaming #CustomerExperience #Leadership #Multichannel #CasinoCulture

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When I entered iGaming 10 years ago, there was no female leadership. Flirt and softness were the only strategies available for women in business. And this wasn’t just about iGaming - it was a global reality that created a perception gap and forced women to move differently: Same role → different pay Same title → different respect Same goals → five times the effort to prove them The shift began with women in European countries who, step by step, defended their independence, claimed equal ground with men, and proved they were far more than “pretty affiliate managers.” In the last 5 years, I’ve seen something remarkable - a surge of women stepping into C-level roles: CEOs, CMOs, CFOs. And it’s really inspiring. But the real question is why did this change happen? 1️⃣ Women stopped using femininity and flirt as a strategy. At some point, each of them faced a closed door with a sign: “Not for you.” 2️⃣ Women became 10x more professional. The pressure to prove themselves turned into fuel - driving them to outperform expectations and match, if not exceed, their male colleagues. 3️⃣ Women changed the tone of negotiations and became more reserved in negotiations. Men started to see them as business partners, not just as “beautiful company at events.” And this isn’t about one gender being better than the other. It’s about professionalism, resilience, and relevance. But here’s what I know for sure: if I see a woman in business, I know she has already worked harder than most, and that in many cases, she will succeed. Because she knows exactly what she wants, how she’ll get there, when, where, and with whom. And to me, that’s not only feminine - that’s true leadership.

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🔔 UK Budget just dropped and it had a big impact on iGaming companies. What this really means (in simple terms and from what I read/understood): For iGaming companies: ▪️Your costs just shot up. Remote gaming duty jumps from 21% to 40%, betting duty to 25% ▪️Margins will feel the squeeze especially for online casinos ▪️I'm already expecting boardrooms asking: “Do we stay in the UK, or shift operations elsewhere?” (kinda like Skybet did a week ago) ▪️Promotions, bonuses, and player rewards will likely get trimmed ▪️Smaller operators may struggle For bettors: ▪️Fewer crazy bonuses, tighter wagering terms, and less generous promos ▪️Odds might get a little worse as operators try to compensate ▪️More compliance checks and friction Bottom line: It seems like the UK raised taxes and reshaped the entire online gambling landscape. What do you make of it?

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The Multiple Group Partners with Delasport to Elevate Sports Betting Experience International iGaming platform provider The Multiple Group has joined forces with leading sportsbook supplier Delasport to enhance its sports betting offering. Recognized for its commitment to delivering accurate, user-friendly, and high-quality solutions, The Multiple Group ensures excellence by personally testing every product. Delasport, known for its award-winning sportsbook, brings cutting-edge features, including AI-driven risk management and personalized betting experiences, designed to elevate player engagement and maximize operator success. 🔹 #iGaming #Sportsbook #BettingSolutions #Delasport #TheMultipleGroup #AI #RiskManagement #PlayerExperience #BettingInnovation #GamingTechnology #SportsTech https://lnkd.in/ddGNcUXN

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What if your platform didn’t force you to pick a lane? In iGaming, many platforms have done remarkable work by specialising in a single vertical: – Crypto-first – Sweepstakes-focused – Tailored for regulated markets That focus can be powerful, but it often makes it harder for operators to pivot or scale into new models. At CatoriTech, we took a different path: we built ABACUS on a modular, micro-services-based architecture, coupled with multi-wallet and multi-tenancy, so the platform itself doesn’t impose a vertical. This lets different operators, crypto, sweepstakes or regulated, run on the same core platform, each with its own compliance logic, wallet rules and tenant-level configuration. Of course, every operation has its own specific needs. But with this architecture, the remaining gaps are typically small enough to close in just a few sprints or with an additional integration.. We’re still at the beginning of our journey, but we’ve seen that this approach helps reduce re-platforming headaches and leaves room for operators to shape their own strategy. #pam #drivenbythespiritofinnovation #catoritech

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***The Most Expensive Mistake in iGaming*** FTDs shouldn’t be expensive. Ignoring conversion is. Similar to last week, I asked our ACM team to run a survey across the brands we work with, and how much on average they spend on traffic per month. Well, the answer is: $410,000. (Data sample across 109 Operators that answered) Now imagine spending $410,000 per month only to see: ❌ 94.1%+ of your players bounce before even registering ❌ An array of your affiliate traffic to not convert as expected ❌ PPC campaigns to drive clicks (and costs) but no deposits Thankfully, Operators that use iConvert can leverage our: ✅ Exit intent campaigns built specifically for your audience ✅ Hyper-personalised, bonus-led offers for high-intent users ✅ Real-time testing to optimise conversion flows 📊 Result? An average uplift of 10.1% in FTDs with no additional ad spend. Traffic is expensive. Converting it isn’t.

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As this year winds down, I’ve been reflecting on how much has changed — not just in iGaming, but for me personally within the industry. New roles, new challenges, new perspectives… and honestly, this has been the year that pushed me to look at our space with fresh eyes. And with everything shifting around us — regulation, market openings, tech jumps, player behaviour, consolidation — I can’t help but wonder: Are we headed for another year of incremental changes, or is something bigger brewing beneath the surface? Because from where I’m standing, it feels like we’re approaching a turning point. AI isn’t just a buzzword anymore. Compliance is tightening faster than some operators can react. Player expectations are evolving quietly but dramatically. And the “old playbook” is starting to feel… well, old. So I want to throw the question out to the people who live and breathe this industry every day: What do you see happening in iGaming in 2026? Is it more of the same — or is there a real shift coming that we should be preparing for now?

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With today’s UK gambling tax changes, many of us across the betting, gaming and affiliate spaces will feel the impact more directly than others. And let’s be honest: 40% Remote Gaming Duty is tough. It will squeeze margins, and it’s hard not to see how counterproductive this approach can be for a regulated market that’s already under pressure. But whether you work in the UK market, in other regions or even in a different sector, moments like this remind us of something bigger. Change tests us, but it also brings people together. It pushes us to rethink, adapt and spot opportunities that weren’t visible before. If we stay united as a community, share ideas, and support each other through the uncertainty, we will come out stronger, more resilient and ready for whatever comes next.

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🔥 Marketing makes or breaks a product, and in a highly competitive market it really matters how you approach it. I had a chance to talk with Marija Hammon — Marketing Director at Relax Gaming Ltd, an award-winning leader, and judge at multiple industry awards. She’s been shaping iGaming marketing for over 13 years, so of course, I had to ask — what are the marketing hacks top iGaming companies don’t want you to know? Check out her answers below and see the key takeaways! 👇 1. What’s the most underrated marketing tactic that game providers aren’t using enough? In a nutshell, it’s being selective. There’s an undeniable saturation of game releases with the market, resulting in the commoditization of products and a fiercely competitive fight for operator lobby space. Your marketing mix should always keep the company top of mind, but your game promotion strategy should focus on giving key releases a bigger push rather than overstretching by treating every release equally. 2. What are the key ingredients that make an iGaming brand stand out in industry awards? Having both submitted nominations and served as a judge at numerous awards, one of the key factors that makes a nomination stand out is having the receipts.Making claims is one thing, but having the facts and data backing it up is another. Keeping your submissions concise it also key! Judges have read a whole lot of entries, and you don’t want them overlooking yours because it’s too long. 3. Why branding at Relax Gaming Ltd is different to traditional iGaming companies? From a B2B game provider perspective, we focused on building a strong corporate brand back when it wasn’t something many others were prioritizing. Both the visual identity and clear, consistent messaging were powerful in establishing the company as a market leader. The business leads, partnerships, and feedback spoke for themselves, and others followed suit. We’ve continuously built on, refined, and strengthened those foundations since, evolving with both our objectives and the industry itself. 4. How does a strong brand strategy translate into actual business growth? Ultimately, people choose to work with individuals and organizations that instill trust and clearly communicate what sets them apart as the natural go-to choice. Regardless of a brand’s stage, it all comes down to positioning. The formula is simple: Visibility = Recognition = Credibility = Trust = Business 5. If you had to grow a brand with a limited budget, what three marketing strategies would you prioritize? For B2B game providers, I’d say: Social media marketing (LinkedIn marketing to be specific) Content marketing – especially video (building trust and information) Networking and relationship building (including at F2F events/conferences) 🤔 Do you agree with these strategies, or would you do things differently? Drop your thoughts in the comments!

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iGaming Trends and Forecasts for 2026: 1. People complaining about too many conferences, but still attending all of them 2. Growing amount of butterfly operators - brands that operate for 6-9 months and then disappear, leaving tons of unpaid invoices behind 3. Pharmacy and tourism websites turning into casino affiliates 4. Affiliates demanding fixed fee, listing fee, exposure fee, visibility fee, traffic warm-up fee, attention fee before they start a conversation with you 5. An NDA operator winning "The Best Casino of the Year" award 6. AffPapa hiring its 4th male employee 7. Sending Calendly and asking to select a convenient time-slot for a call is still offensive 8. AI posts harder to spot - Chat GPT fixed the "dash" thing 9. Asking "So, how’s the event going for you guys? Productive?" is prohibited at all iGaming events. 10. Responding with "It’s day two - everyone’s hungover, crowd is gathering slowly." is also prohibited. P.S. Was thinking to add "Hosting an iGaming event in Amsterdam next summer" because clearly, the industry is suffering without it. P.P.S. Any trends that I've missed?

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