As a privately owned company, you’re balancing those investments carefully. You don’t want to spend heavily on infrastructure that sits unused for months while approvals are still pending. It’s why project management becomes so important. Missing a single dependency can create substantial delays and significantly increase costs. In many ways, managing that uncertainty is one of the hardest parts of entering a new market.
You’ve said previously that 1X2 Network has had North America in your sights for a long time. How has that influenced product development?
Good content performs everywhere, but different markets have different preferences. A few years ago, we adopted a multi-studio strategy. Iron Dog Studio focuses on premium slot content. Prospect Gaming delivers a more retail-inspired experience, while AD LUNAM was created specifically to target arcade-style players because those audiences are fundamentally different from traditional slot players.
When entering a market, we already have a view on which studios and content types are most likely to resonate. Te rest of the portfolio comes along as part of the network, and occasionally we’re pleasantly surprised by what succeeds. North America has been particularly interesting because retail slot preferences remain very influential. We spend a lot of time observing what players are engaging with in casinos, understanding the mechanics they enjoy and considering how those experiences can be adapted successfully for online play.
What lessons have you learned from Ontario that will prove most useful in the newly opened Alberta market?
Ontario has been fascinating. Initially we performed well, but our growth accelerated as we built stronger relationships with operators that were active across multiple North American jurisdictions. Over time, our content began to gain momentum because it resonated with local player preferences. Historically, suppliers focused on producing games capable of generating huge streaming moments or massive wins. Tere’s still a place for that, but sustainable success comes from content that appeals to a broader audience.
North American players continue to enjoy experiences influenced by retail slots. Understanding that has helped shape our strategy and has informed the way we think about future opportunities.
In such a crowded content market, how do you identify the games that will truly succeed?
Te honest answer is that nobody gets it right all the time. We’ve had games that operators were desperate to launch which underperformed, and we’ve had others that exceeded expectations. Tat’s why distribution, relationships and data are so important. One of our biggest advantages today is our internal data platform. It allows us to identify very quickly when a game is performing strongly. We can see engagement levels, player behaviour and performance indicators early in the lifecycle.
Te important thing is trust. We don’t want account managers recommending every game as a future hit. When we tell an operator that a game is genuinely performing well, we want that recommendation to carry weight. Over time, that credibility becomes incredibly valuable.
You’ve described 1X2 Network as both an entertainment business and a technology company. Where do you see AI having the biggest impact?
AI is probably both the biggest opportunity and one of the biggest threats facing businesses today. For us, the timing has been excellent because we invested heavily in data infrastructure several years ago. AI is only as good as the information it’s given. If you feed it poor data, you’ll get poor outcomes. Our data platform helped us identify everything from technical bottlenecks to player experience issues. It allowed us to improve stability, performance and operational efficiency. Now we’re building AI capabilities on top of those foundations.
Te biggest gains aren’t necessarily in game creation. Tey’re in making the business more efficient. We’re automating processes around game launches, reporting, alerts and operational workflows. Tasks that once required significant manual effort now happen automatically. It frees people to spend more time thinking, solving problems and adding value.
Tere’s concern that AI could make products feel homogenised. How do you maintain the personality of your studios and brands?
Tat’s a really important question. I don’t believe AI should replace creativity. Te value still comes from people, ideas, intellectual property and understanding audiences. AI can help build a presentation in minutes instead of hours, but it doesn’t provide the personality behind that presentation. Te same applies to games. Te technology can make development more efficient, but the concepts, themes, characters and experiences still need human creativity.
For us, AI is most powerful when it improves efficiency across the 118
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