e-gaming’s next chapter
From Central European Market Leader to Global Game Provider
With more than 20 years of success in Central Europe, e-gaming is taking its next steps
towards becoming a global game provider. Lukáš Trávníček, Sales Director - Online Gaming, discusses expansion into new regulated markets, evolving player preferences, AI, operator partnerships and why international growth must be built on relevance rather than reach.
Lukáš, e-gaming has built a strong reputation across Central Europe over many years. What do you believe has been the key to establishing that position in such a competitive market?
I believe the main reason is consistency. e-gaming has been active in the industry for more than 20 years, and during that time we have built a strong understanding of the Central European player.
Our position was not built overnight. It came from listening to operators, analysing real performance and developing games that players return to. We have also built long-term relationships with many partners, and in our industry, trust is often just as important as the game itself. Central European players are not always easy to impress, so perhaps that has also been good training for international expansion.
Te company has been steadily expanding its international footprint. At what point did e-gaming decide it was time to move beyond its traditional markets, and what drove that decision?
Tere was not one single moment when we decided to become a global company. It was a natural development. We had built a strong position in the Czech Republic and Slovakia, while interest from operators in other regions was growing. We also saw that many of our games could perform well outside our traditional markets.
Te main motivation is long-term growth and building a business that is not dependent on only one or two countries. Our expansion across the Balkans was an important step, and today we are entering or preparing to enter Greece, Portugal and Spain.
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At the same time, we are also looking for interesting markets outside the usual radar that are now starting to open up. Latin America and Africa is also becoming an important part of our plans. We are ambitious, but we want to expand in a controlled and sustainable way.
Expansion into regulated markets presents very different challenges compared with operating in established regional territories. Which lessons have had the biggest impact on your international strategy?
Te biggest lesson is that every regulated market is different, even when the rules may look similar from the outside. Certification, technical requirements, taxation and player preferences can vary significantly. You need good local knowledge, strong partners and quite a lot of patience.
We also learned that timing is critical. Sometimes the commercial opportunity is ready, but the certification is not. In other cases, the technical integration is complete, but the operator has different priorities. International expansion does not always follow the original Excel timeline. For us, preparation, communication and strong local relationships are essential.
Operators today have access to thousands of games from hundreds of suppliers. What are they looking for from providers like e-gaming beyond adding more content to their lobbies?
Operators do not need another supplier simply to increase the number of games in their lobby. Tey already have more content than most players could ever discover. Tey are looking for performance, reliability and support.
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