Illegal market estimations are inherently speculative, making them unreliable. Instead, we validate our
findings by consulting local regulators, operators, and industry associations. Tis human-driven approach ensures our insights remain credible and actionable.
IVAN KUROCHKIN Founder/partner 4H Agency
4H Agency Market Traders
Collaborating on market reports for the past 18 months, G3 sat down with 4H Agency’s founder and partner, Ivan Kurochkin, at ICE Barcelona to discuss market focus and the data-driven approach to gaming that defines 4H’s output.
What are the key markets of focus for 4H Agency in the gaming industry?
At 4H Agency, we prioritise markets that offer substantial revenue potential and align with emerging industry trends. Many operators and B2B providers inquire about market feasibility and potential launch opportunities. While established markets like Europe remain viable, they are increasingly saturated with major gambling operators. As a result, new entrants often seek emerging markets where they can establish a foothold more rapidly.
Currently, Brazil is the most frequently discussed market among operators. Tere is significant curiosity about its regulatory landscape and future evolution. Despite ongoing economic and geopolitical challenges, Ukraine also remains a topic of interest. If peace initiatives succeed and stability is restored, we anticipate a surge of gaming businesses entering the Ukrainian market.
Is there universal interest from operators in Ukraine? What is 4H Agency’s approach to market coverage planning?
Operator interest is divided. Approximately 50 per cent of operators perceive Ukraine’s current regulatory framework as a barrier. However, the remaining 50 per cent recognise the country's market potential in terms of population size and gaming activity. Despite economic and
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Rather than simply selling services, our strategy revolves around making markets attractive to operators. Tis approach was refined between 2018 and 2020, reinforcing the importance of market viability before
logistical challenges, the market’s long-term prospects remain highly promising.
How does 4H gather market data, particularly for a market like Brazil?
We leverage a combination of internal expertise and trusted local partners. Our network includes legal professionals, product teams from various operators, and even regulators. By combining direct industry insights with trend analysis, we ensure our data remains relevant and actionable.
In emerging markets like Brazil, we closely monitor industry movements and occasionally contribute to trendsetting efforts. A prime example is our early involvement in Ukraine’s gaming market development in 2020. For Brazil, we align with industry interests and track evolving regulations to maintain a competitive edge.
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