Comment May 2025
Kicking off this issue we have our cover interview with Neill Whyte. With Bragg’s content slate now reaching over 90 per cent of the $8bn U.S. iCasino market - a number which is only going to increase - Neill
addresses misconceptions about cannibalisation of land-based casinos, the impact of the U.S. operator duopoly on the market, and what’s next.
Following overwhelming interest, the filling in the May sandwich features contributions from gaming’s largest sportsbook providers on localisation. Te overriding sentiment is that true market connection requires tailoring every touchpoint from content and promotions to payment options and
platform design to feel native, not just translated. Citing recent case studies and market-specific brands, suppliers underline the importance of
investing in local intelligence and tapping into cultural passions to nurture genuine engagement.
We then ask iGaming developers: does anything beat the original? Te minds behind slot franchises such as Legion Gold, King Kong Cash and
Rainbow Riches discuss the best examples of iGaming iterations that have fused new styles and mechanics into a proven formula, and how today's hits are looking to build their own legacy. Exploring topics such as
balancing familiarity with novelty, preventing franchise fatigue and what it means to innovate meaningfully, elements of the conversation are just as applicable to film and literature.
Just the comprehensive market reports on Nevada and Finland after that. 6
WILLIAM BOLTON Editor
Te minds behind slot franchises such as Legion Gold, King Kong Cash and Rainbow Riches discuss the best examples of iGaming iterations that have fused new styles and mechanics into a proven formula, and how today's hits are looking to build their own legacy.
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