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As work on Game in a Box progressed, Yggdrasil began to see an opportunity extending beyond its own production process.

Historically, building a game studio meant putting all the necessary components in place – from developers and mathematicians to QA and compliance, as well as the underlying systems and integrations. Alternatively, a business looking to enter the market could acquire an existing studio.

Both routes require significant investment. However, as Curwen, adds: “There are plenty of people in this industry with great ideas, brands, audiences or distribution who don’t want to build an entire slot studio from scratch.”

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Large and demanding portfolios were highlighted as a key challenge, with 64% of managers overseeing 100 or more VIPs, while one in five managed more than 500. 

The report highlighted the intense workload by estimating that a manager looking after 250 players would have roughly 100 seconds to commit to each player each day if their time was split equally. Data quality and fragmentation were also issues. 

Grygorenko emphasised that prioritisation was the key to adapting these portfolio sizes. 

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Thanks to the “rapid growth of crypto currencies” and globally recognisable branding through marketing and sponsorships, this handful of operators are generating the majority of illegal gambling traffic across Europe.

The report also cites brands targeting a specifically banned vertical or product within a jurisdiction as driving black market activity. While markets across Europe have many examples, one such flagged in the report is that iGaming remains illegal for licensed operators in France.

“The largest black market operators have scaled to create recognisable brands with traffic that can compare to domestically licensed operators,” the report’s authors wrote. “The top group of sites by common owner has a 12% share of traffic, while the largest single brand has 10%.”