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Interview with CasinoBeats and SBC News experts
The rules of the game depend on how the industry talks about itself: the attention of investors, relations with regulators and the confidence of players. We talked with CasinoBeats and SBC News experts (summarized answers) about what is really important today and how brands get on the information agenda without "noise."
1) What Shapes Agenda 2025-2026
Question: What topics are consistently in the top?
Experts:- Regulatory and compliance. Changes in LCCP/AML/advertising rules, consolidation of requirements for RG and affordability.
- Frictionless UX and box office. Local payment methods, transparent ETA/commissions, orchestrators.
- Live-ops and content. Stream show, seasonality, provider and operator collaboration.
- AI/data. Real cases of personalization and anti-fraud (not "we added ChatGPT").
- Safety/antifraud. ATO, card testing, relationship graph analytics.
- Responsible marketing. Frames for creatives and disabling offers for RG signals.
2) How media distinguish a trend from a hype
Question: What is the "proof" of innovation?
Experts: We need influence metrics (retention/LTV/approve-rate/ETA/MTTR), not abstract statements. Plus - industry-wide consequences: an open standard, a case with an independent partner/regulator, or a scalable technique (for example, a uplift approach). One demo video without data is nothing new.
3) Responsible marketing and industry language
Question: Where is the border of permissible?
Experts: Direct promises of "fast money," disguised conditions, aggressive timers and ignoring age restrictions are taboo. Honest conditions in 2-3 lines, visible limits, "windows of silence" and turning off promo for risk segments are welcome. The public and regulators expect this approach by default.
4) Regulators and media: what "starts" the discussion
Question: What publications will regulators definitely read?
Experts: Cases on RG interventions, reports on sanctions/RAP screening, transparency of the affiliate network, public runbook and incidents and audit/certification results. This reduces the heat around the industry and shows the maturity of companies.
5) Provider content: How to make headlines
Question: What makes the release of the game news?
Experts: Three things are distinguishable:1. Clear mathematics and an honest RTP showcase.
2. A format that expands the audience (social mechanics, television show, accessibility).
3. Post-release data: real changes in sessions, retention and controversial tickets (honesty).
The plot "another slot with freespins" is not material for the front page.
6) How to properly "pitch" the news to the editorial office
Q: What do you expect from press releases?
Experts:- Lead: what's new and who benefits from it.
- Figures: 2-3 KPI and measurement methodology.
- Quotes: responsible people (product, compliance, safety).
- Context: market/jurisdictions/partners.
- Graphics: 1-2 neat visuals without "screaming."
- And most importantly - access to the source: demo, expert, document (without NDA fog).
7) Conferences and Awards: What Really Works
Question: Does the race for "avards" make sense?
Experts: The award is "social proof," but data reports and workshops are more important. Events value "how we improved the approve-rate/ETA and lowered tickets" or "how we built the RG ladder and measured the harm-reduction." This hits the notes and forms the agenda.
8) Trends 2026-2030 through the eyes of the media
Question: What is almost inevitable?
Experts:- Service layer over premium: seasons, cross progress, UGC.
- AI agents for support/onboarding/reactivation.
- Stricter advertising and responsible requirements (design, affiliates, age).
- Local payments/stables where allowed with transparent on-ramp policy.
- Public integrity: verifiers of controversial mechanics, open RTP panels and reports.
9) Frequent brand mistakes in communication
Question: What is guaranteed to "sag"?
Experts:- "We are leaders" without evidence.
- Case without methodology and control group.
- Press release with legal wording, but no sense.
- Ignore local advertising rules and age filters.
- Publications at the time of the crisis without ready-made answers and chronology.
10) Anti-crisis communication
Question: How to speak when something went wrong?
Experts:- Timeline and scope, what is affected, what measures have been taken.
- Technical analysis (root cause) and timing of correction.
- Compensations and feedback channels.
- Follow-up: what will change in processes (logging, rotation of secrets, RG thresholds).
- Silence or vague phrases are the worst option.
11) How media work with sources and conflicts of interest
Q: How strict are the editorial standards?
Experts: We separate advertising materials and editorial. Any conflict of interest is disclosed. For analytical materials - two or more independent points, verification of numbers, links to primary sources and factchecking of terminology.
12) Practical advice to operators and providers
Build "lines of evidence." Any bold phrase - with metric and methodology.
Curation of the lobby and UX. Fewer banners, more meaning - this will become news if it affects metrics.
RG-by-design. Show the disconnection of offers at risk and the dynamics of harm-reduction.
Payment transparency. Statuses and ETA reduce support - great info feed.
Speak human language. Without jargon and "AI magic."
13) Mini-cases (generalized)
"Cashier with statuses": publication with numbers (ETA/approve-rate/tickets) - high response from readers and regulators.
"RG ladder in product": A/B article on interventions - cited in compliance reviews.
"Live-event with limited inflation": a case about the economics of awards is of interest to operators and providers.
14) 90-day media strategy for iGaming brand
Days 1-30 - History and Data Audit
Theme map: product, box office, RG, security, partners.
Collection of KPIs and methods (uplift, SLO, ETA), preparation of visuals.
One-pager "who we are and why the market."
Days 31-60 - Publications and Speakers
2-3 materials: product case, RG/compliance, payment transparency.
Media training of speakers (editorial format vs advertising).
Pitching to CasinoBeats/SBC editions with numbers and demos.
Days 61-90 - Events and Resilience
Report/workshop with data, Q&A with editors.
A set of "crisis templates" (timeline, FAQ, compensation).
Regular "data drop": quarterly metrics and process changes.
15) Checklists
Press release
- What's new and why the market (1 paragraph).
- 2-3 KPI + method (uplift/SLO/ETA).
- Product/compliance/safety quotes.
- Visuals (chart/screen), links to source.
- Expert contacts and demo access.
Keyes-stadi
- Problem → solution → result → what's next.
- Control group/A/B/follow-up period.
- Risks and how they were closed (RG/AML/SOC).
- Lessons applicable to others.
Anti-crisis
- Timeline, scale, services affected.
- Root cause and timeline of the fix.
- Compensations, communication channels, SLA responses.
- Process changes (logging, thresholds, secret rotation).
Media does not expect slogans from iGaming, but verified stories about the benefits for the player and the market. If a brand speaks in numbers, respects the rules of responsible marketing and is ready for honest dialogue, it will be noticed by players, partners, and regulators. CasinoBeats and SBC News are eager to tell such stories because they are the ones driving the industry forward.