Martin Britton Managing Director, GLI EMEA
Martin, you’ve recently added on a global title to your role. What’s been the change and why?
Recognising the global nature of GLI’s business, we needed to double down on the fact that we’re not just a US company, but a truly global organisation. My role is to ensure that our market leaders across each of GLI’s global hubs, and the teams they manage, are matrixed within an international management structure.
Each week we hold global meetings with our teams in Asia-Pacific, EMEA and the Americas. Te aim is to meet the needs of our clients whose global spread of business means that we must deliver at the global level. Common management of client services is an important part this global delivery role, making sure everything is aligned and scaled correctly for each client to meet their expectations both today and in the future.
Has land-based bounced back in terms of GLI’s client business?
Tere has been an upturn in GLI’s land-based business over this last year, with the US emerging from the pandemic at the fastest rate. iGaming and sports betting has seen the biggest increases, scaling up massively over the last couple of years.
Is there a different demand from online and sports betting?
It’s different as regards the volume of games and the spread of regulatory jurisdictions. Concerning land-based, the frequency is much smaller, whereby we receive five-six games to test in each period from OEMs for a specific jurisdiction. On the other hand, iGaming creates hundreds of games for multiple jurisdictions in global markets.
Te demand is enormous since we receive 50- 100 games from every iGaming client, which is why the recruitment of staff is such a crucial part of our business. In November, we’ll have over 100 mathematicians working for GLI globally. Te increase in the pace of iGaming means that we’ve had to scale to meet that demand. Additionally, timelines are critical around big launches for these games and we have to make sure that we can keep pace with it.
How does testing sports betting differ from games testing?
Sports betting wagering is based on fixed odds, so it’s a different type of product, but equally there are still checks and controls to ensure the
“One of the big challenges is the very definition of ‘games, gaming and gambling.’ If you look at video games right now – the line is becoming
increasingly blurred. Lawyers are stepping in to ask what’s gambling and what’s not? We are presently seeing a
convergence of gaming with gambling and have
undertaken advisory work with regulatory bodies to give guidance.”
Martin Britton
“Each week we hold global meetings with our teams in Asia-Pacific, EMEA and the Americas. The aim is to meet the needs of our clients whose global spread of business means that we must deliver at the global level. Common management of client services is an important part this global delivery role, making sure everything is aligned and
scaled correctly for each client to meet their expectations
both today and in the future.” Martin Britton
offer meets the requirements of the regulations and the market in which the offer is made. It’s a rigorous as igaming and land-based testing, the only thing that’s different is the product itself.
Has GLI’s cybersecurity division also grown because of the rise in online and sport betting?
Yes, it’s grown massively. In fact, we’ve hired a team of ethical hackers to meet increased demand. Recruitment is a constant at GLI as we hire to keep pace with the increasing demand to fully service our clients.
Which are the fastest growing markets for GLI right now?
Tere’s a lot of space opening up in the US for iGaming and sport betting and we’re seeing a lot of European suppliers working with operators in the US B2B and B2C sectors. We see this as massive growth – and equally in Europe we have a lot of igaming and sport betting business as land-based also makes its big comeback.
What regulatory changes should we be aware of?
We are seeing updates and changes ongoing, but I don’t see anything radical on the horizon – though there are changes in terms of KYC, advertising, and player protections, especially in the igaming sector, which will continue to evolve jurisdiction by jurisdiction. Technology has moved on – today’s processing power is immense, and the knock-on effect is that Apps and mobile gaming is huge. Technology isn’t stopping any time soon in the gaming sector.
One of the big challenges is the very definition of ‘games, gaming and gambling.’ If you look at video games right now – the line is becoming increasingly blurred. Lawyers are stepping in to ask what’s gambling and what’s not? We are presently seeing a convergence of gaming with gambling and have undertaken advisory work with regulatory bodies to give guidance.
What challenges and opportunities do you see in this area?
Everyone is being creative, and that creativity needs to be tested against regulations. We have been asked to explore different corners of gaming – not necessarily gambling – but specifically how gaming is monetised right now. We have moved from .com to .country with decentralised platforms creating challenges that regulators are seeking to tackle, such as finding out where gambling is taking place so they can regulate it by jurisdiction.
WIRE / PULSE / INSIGHT / REPORTS P53
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