Everyone is betting on Europe, but where next?

It’s undeniable that Europe is the leading continent for igaming, and it boasts many of the world’s most established and regulated markets.

There is of course still much scope for growth, with the German and Dutch markets recently opening for business. However, such an environment is very much reflective of the changing world of gaming – and I believe this is very much reflective of the direction we’re taking as an industry.

With max stakes of one euro, spin durations, the removal of jackpots and auto-spins, flexibility within the game frameworks, pro-activity and adaptability are key.

Looking at the landscape for tier-one suppliers at this point, we need to accept this is the new norm for everyone – all facets of development will need to be adjusted accordingly to change to evolve alongside the regulations.

Of course, having a top-notch compliance team is also essential for this, and I predict that this particular sector within gaming is going to spur a serious arms race for the best talent, which of course, we have made a high priority at Push as we continue to roll out globally.

The Netherlands is of course next on any CCO’s shopping list – and the onus we’re seeing there now is on the operators.

Of course, it’s been a rocky start for some, but it’s been on everyone’s agenda for a long time, and in my view, their restrictions make perfect sense. This certainly resonates with our values, and safeguarding player interests and placing emphasis on their support really makes it a great example of the market of the future.

I’m sure the market will have plenty of parallels with the UK too – and having been involved there myself since 2010 and before, we all know how strong an influence its land-based experience is likely to play across the Channel.

Looking at the market, we’ve got a great spread of newer generation players too, and I believe our varied portfolio will resonate well with them.

While some may look at the market as challenging in terms of regulation, I disagree. The most adaptable and flexible operators and suppliers within the industry will see the changes to the Netherlands as a natural progression of the regulatory landscape, and I think we all should be embracing the requirements it represents.

Hot spot

Looking further east, I see Romania as CEE’s hottest market to watch. It’s got super exciting growth potential.

Of course, given the heritage in sports betting and virtual sports, it’s a very different kettle of fish to the Netherlands and Germany. Players are supremely online first. The tech in that part of Europe is also one to watch. By being at the forefront of technology, this allows for some of the fastest internet provision in the world, as well as a great hub for talent. With a wealth of tech universities also available, the next-gen player there will be very much tech minded.

In terms of content, the variety available is maturing, so I certainly see a great opportunity for high-impact suppliers to develop player following and make a mark with titles that can stand out.

Looking at the population size, and indeed, demographics, there’s no reason why major suppliers can’t capitalise majorly on introducing some innovative and creative content to their audiences and build a following akin to that which we see in other major markets. I am sure it is going to be a key market for Push over the next few years.

Looking further afield, central Europe is still seen as relatively untapped, but it does have challenges in terms of strict regulatory restrictions.

The Czech Republic and Slovakia are good examples of this, and it’s very different to what we’re seeing in Romania right now. It’s certainly a few stages behind in terms of market development. However, they are markets that have peaked interest and one to keep an eye on from a supplier point of view.

Poland’s an interesting one – and being very much operator-led, we’d be very happy to get involved if there’s an identifiable market share and one that I’m sure others will too. For that reason, Greece and Portugal are very much on our radar, as the market analysis and research we have on both show strong growth potential.

Further north, the Baltics show promise too – but have plenty of roadblocks, although the region as a whole should never be discounted given a population of close to eight million.

Opportunities for growth

For us at least, Spain and Italy alongside Romania, the Netherlands and Germany are the hottest markets right now (no meteorological puns intended).

I see them as markets with plenty of growth potential for fast-moving, tier-one game studios. For any supplier looking to get their content in front of players that demand an entertaining and fun, betting experience.

Of course, regulatory challenges are always going to be an obstacle for some, but for me – the key takeaway here should be all about flexibility and being on top of challenges.

Compliance teams are at the core of this – and it’s all about analysing and staying ahead. For many, regulatory changes should become part of the BAU process. Staying on top of things is vital and if you are already meeting the highest standards, you can enter the newest markets at the earliest opportunity.

Regulatory changes are a natural evolution in all established territories. They’re a fact of life in today’s landscape that will only continue to evolve and at pace.

Operators and game studios that are flexible and can adapt to the changes quickly will thrive. If you put the player’s interest at the heart of what you do, you have nothing to fear. My advice? Always aim to be transparent and open with the in-game information you provide players.

Go above and beyond regulatory requirements, and you’ll be able to truly take advantage of the new world we now operate in. Welcome change, have a great framework in place to capitalise, and indeed benefit from the challenges it presents – it will be worth it.

CCO at Push Gaming, with an integral role in establishing the company’s business development planning and strategy, Nicola Longmuir spearheads the company’s strategic goals for marketing, product and sales, as well as cultivating existing relationships with its growing global operator portfolio. Longmuir has gained over 15 years’ experience in senior positions within some of the industry’s largest and best-known brands, including head of Sky Vegas at Sky Betting and Gaming, GVC Group, Paddy Power Betfair and most recently, commercial director at Gaming Realms.