Editor’s Note

Welcome to Issue 27 of SBC Leaders magazine!

As you can imagine, the SBC Leaders team has been fixated on what will be our biggest event to date - SBC Summit Barcelona - and in preparation for our trip to Spain we’ve had a bit of a makeover.

I say ‘a bit’, but what I really mean is a complete redesign to reflect the high-end nature of the wider SBC Leaders brand. I’m delighted with the results, which provide a suitably stylish setting for those industry leaders featured in the magazine.

Of course, I can’t take any credit for this (a quick glance at the accompanying photo will tell you that style isn’t my thing). Instead I have to offer a huge thank you to our designer, Jessica Camilleri, for her exceptional work on the project.

To accompany the new look, we have a selection of fascinating interviews, including our cover story with Evoplay’s Vladimir Malakchi, looking at his approach to leadership and growing a business.

Elsewhere, LiveScore Group’s CEO Sam Sadi explains what it takes to develop a successful media betting convergence model - and it may not be what industry commentators have led you to believe.

We also hear from Entain’s Group Operations Director Peter Marcus about advances in player protection, Brazilian government advisor José Francisco Manssur on the nation’s regulatory progress, and Roobet Co-Founder Matt Duea on some fun promotional ideas.

Enjoy the magazine, enjoy Barcelona and if you see us at the Summit, come and say hello!

- Martyn Elliott

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06 A fearless approach

Evoplay’s Vladimir Malakchi talks all things leadership

10 An evolving gaming industry

The GGA’s George Mamulaishvili examines the state of play in Georgia

SPORTS BETTING

18 Content is king? Distribution is the real royal LiveScore Group CEO Sam Sadi explains why content alone is not enough

23 Building a protective ARC

Peter Marcus details Entain’s industry-leading player protection efforts

30 Computer Vision looks to the future

Sportradar’s Luka Pataky explains how AI is shaping betting’s future

35 Stimulating value by simulating action

Conleth Byrne of SIS details the growth of sports simulations

38 All eyes on Saudi Reuben Thomas of Abelson Info shines a spotlight on the Saudi Pro League

42 Data good. Data + human touch = better Data.Bet’s Alex Kozachenko reveals the secrets of esports success

46 Radio is a sound salvation

Sports Broadcast Media discuss the launch of BettingRad.io

The SBC Leaders Magazine is brought to you by SBC - Sports Betting Community:

Editorial Team: Erin Gallagher, Andrew McCarron, Craig Davies, Ted Menmuir, Joe Streeter, Chris Murphy, James Ross, Lucia Mouriño, Conor Porter, Charlie Horner, Jessie Sale, Fernando Noodt Molins, Callum Williams, Viktor Kayed, Martyn Elliott, Nick Ware, Lucia Gando, Jessica Welman, Ted Orme-Claye, Danny Lee

Sales Team: John Cook, Rasmus Sojmark, Alyona Gromova, Conall McCabe, Jan Kowalczyk, Richard Deacon, Bob McFarland, Craig Brown, Juan Ospina

Creative Lead | Design and Layout: Jessica Camilleri

All material is strictly copyrighted and all rights are reserved. No part of this publication may be reproduced in whole or in part without the written permission of Sports Betting Community Ltd. Although every effort has been made to ensure the accuracy of the information contained in this publication, Sports Betting Community Ltd cannot be held responsible for any errors it may contain. Sports Betting Community Ltd cannot be held responsible for the loss or damage of any material, solicited or unsolicited. The views in the publication are not necessarily the views of Sports Betting Community Ltd or those of the advertisers.

Produced and published by Sports Betting Community Ltd

REGISTERED ADDRESS: SBC, Riverbank House, 1 Putney Bridge Approach, London, SW6 3JD

TEL: +44 (0) 161 367 1250 | EMAIL: sales@sbcgaming.com | WEB: www.sbcgaming.com & www.sbcleaders.com

Contents

50 Secrets of Bettors’ Behaviour

Uplatform takes us on a whistlestop world tour

CASINO

58 The future of content aggregation

Yolo Group’s Mark Taffler reveals the next steps for aggregators

62 Behind the Success

Celebrating 15 years of games developer GAMOMAT

66 Championing innovation in iGaming

Campeón Gaming’s Marinos Shiapanis discusses leadership and innovation

70 Up, up and away

Goga Bibiluri reflects on Upgaming’s technological advancements

75 Going beyond partnerships Quixant’s Duncan Faithfull asks - partner or great supplier?

MARKETING

82 Here come the kangaroos

Roobet Co-Founder Matt Duea is thinking out of the pouch

86 An ever-growing ecosystem

Marina Ilyina, CEO of PIN-UP Global, talks international expansion

NORTH AMERICA

96 Land of opportunity? Are player acquisition costs killing the American dream?

101 Geolocation, location, location mkodo’s Stuart Godfree on succeeding in Ontario

105 Take your seat for in-play action

Retail betting has a big future, says SUZOHAPP’s Tim Kennedy

109 A period of tremendous change

Continent 8’s Michael Tobin on 25 years of success

LATIN AMERICA

116 Betsson paints Argentina efforts in white and blue

Why Racing Club is key to Betsson’s Argentinian approach

120 Regulation to bring major benefits to Brazil

José Francisco Manssur explains the intricacies of the new regulations

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PAYMENTS

132 Embracing accountability

Payments companies must support operators, says Neosurf’s Andrea McGeachin

134 The transformative power of blockchain

Dmitri Volkov of NuxGame explains how blockchain can redefine iGaming

136 Choice overload

Alexandra Cernescu of Xace explains how to find the right payments partner

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