A panel discussion about niche games took place at the SiGMA Europe conference stage on 13 November. Moderated by Cristiano Blanco, the Chief Experience Officer of DaznBet, the panel titled “Niche Games: Driving Growth in Emerging Casino Markets” provided a dynamic exchange of professional insights from the diverse perspectives of its members.
Joining Blanco on stage were Spade Gaming’s Game Producer Ricardo Furlan, Bigly Founder Liam Mulvaney, FBMDS Head of Operations Mariana Tostes, and Maria Sayapina, Director of Casino at Gamelounge.
Blanco and Tostes opened the discussion by focusing first on the LATAM market, particularly the popularity of bingo in Brazil. Tostes highlighted how this game appeals to people in the region by combining elements of culture, behaviour, entertainment, and nostalgia. As Brazil transitions from grey markets to a regulated environment, Tostes emphasised the importance of having dedicated compliance and legal teams to support this market shift and ensure it becomes more flexible and adaptable to new regulations.
After venturing into the LATAM region, Blanco turned to Furlan for a brief yet concise overview of the famous fishing games from Asia. Furlan explained the difference between a fishing game and a fish-themed game, highlighting how this arcade game has evolved into a gambling experience. He also emphasised how these arcade games can be an interesting gateway for attracting more players to gambling and casinos. As a producer, he stressed the importance of innovation, experimentation, and trial and error in creating unique ideas and developing games tailored to specific niches.
Mulvaney discussed the need to change the business models slot providers use. He emphasised that instead of focusing solely on being slot providers, the industry should consider the idea of offering slots as marketing assets that can help games appeal to a broader market. Mulvaney and Sayapina agreed that streamers have dramatically transformed the landscape for game providers. He explained that a niche market can evolve into a general market after a few years of establishment and exposure. “Streamers have changed everything for game providers.” emphasised Liam Mulvaney, Founder of Bigly.
“If we want to build a product that’s going to be sustainable for years, we need to really work together with the game providers,” explains Maria Sayapina, Director of Casino at Gamelounge.
Sayapina emphasised the evolving role of affiliates in understanding their audiences. She highlighted that effective content localisation requires affiliates to connect with people and become experts. Collaborating with game providers is also essential for creating sustainable products, as they provide valuable data. She underscored the importance of streamers and finding knowledgeable affiliates who understand their specific markets. Sayapina noted that every region has unique opportunities, advising individuals to choose markets that align with them, as the gambling industry often carries its own challenges.
This segment, made possible by the generous support from FBMDS, was one of many discussions held over the three day conference which took place as part of SiGMA Europe 2024. Take a look back at panels from events across 2024 by visiting our official YouTube channel.
