International edition
October 19, 2021

Ingvar Hjalmarsson, company’s Chief Commercial Officer

“The liberalisation of gaming markets in Europe has broadened Betware’s target group”

(UK, exclusive “Betware’s core product is an open Gaming Platform and our major focus during ICE 2013 was to showcase all the capabilities it offers,” said the firm’s Chief Commercial Officer, Ingvar Hjalmarsson. A few days after the conclusion of London show, he commented about the products presented and the customer feedback, as well as about its future goals.


hat's your opinion about ICE 2013? Was the new venue convenient for you?
ICE is one of the most prestigious events of the gaming business and one that entire industry is looking forward to. The ICE 20132013 edition was no exception. The new venue has proven to be a superb choice - very convenient, easier to commute, offering a wider range of options for arranging meeting both within the ExCel centre as well as outside. The show built was impressive and the cooperation with organisers seamless as usual. All this combined with bigger crowds and heavier traffic we experienced in our booth  made it an excellent show for us and a promising start into 2013.

What was visitors’ response to the products you presented?
Betware’s core product is an open Gaming Platform and our major focus during ICE 2013 was to showcase all the capabilities it offers. Betware’s Gaming Platform is an essential element for any operator looking to establish a solid online gaming presence. The openness and freedom to choose best of breed content from different suppliers (games and services) can be a basic pillar for operator’s  differentiation strategy, so crucial on this competitive market.  During the few days of the ICE event, we have experienced a great interest from gaming operators in the capabilities our platform has and the potential it creates for their businesses. We noticed that there is a growing need on the market for a solid platform with a proven track record of both online operations and successful launches. This comes together with operator’s understanding of the benefits that a multivendor strategy offers for the growth of the online brand and the necessity to stay in full control of the system. Major factors that differentiates Betware’s Gaming Platform on the market is exactly what the operator’s are looking for - the solid experience, especially within regulated jurisdictions and years in successful operation, which guarantees the security and auditability of the whole solution. Overall we were extremely happy with the response we got at the ICE event and this is our best ICE event to date.

Where did most of your clients and visitors come from?
The traffic was really heavy during the event and we have met with representatives of the whole spectrum of gaming companies operating on different markets. We were happy to see a lot of interest from operators who have already established their online businesses and are looking for new ideas and ways of expanding their brands but the majority of the interest came from companies who are planning their online strategy and shopping around for the best solutions.

What will be your shows calendar for the rest of the year?
Betware’s target markets are Europe and Latin America and naturally we are aiming to meet with potential customers during events targeted to these areas. We want to build on our long term market experience and support operators in choosing the strategies and tools best fitted to build their success online. We will be presenting the benefits of the multisourcing strategy at the Gaming Executive Summit in Panama and various other events. Our experts are invited to speak and share their knowledge at different conferences through the year and we of course are planning to present our solutions during the EiG in Barcelona.

What will be your next steps?
We will definitely pursue many interesting opportunities that have opened for us after the ICE event. The liberalisation of gaming markets in Europe has broadened Betware’s target group to all gaming operators including land based casinos, lotteries, media companies and others seeking a gaming licence in their jurisdiction and we will continue that focus through 2013.

Our ground objective is to stay fully committed to supporting our customers and their growth. We will definitely put a lot of effort into backing our recently launched Spanish customers to ensure their growing market position and player retention. At the same time Betware’s R&D teams will continue working on new improvements to ensure our products and our customers remain the most innovative on the market

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