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Bojoko is well established in the online casino space – what made you move into sports betting for the first time?
Expanding into sports betting in the UK was a natural step for us as we had been offering sports to players in Finland for more than a year and already had the experience and expertise in our team. There is still a lot of room for growth in online casino, but sports betting offers us a good opportunity to accelerate that growth and drive the business forward. There is now a dedicated section for online betting here where players can browse and choose the best and the newest betting sites in the UK.
What key opportunities do you see here? Is it a bigger market for Bojoko than casino?
We feel we have a lot to offer in this market for sure. Our team has significant knowledge and know-how when it comes to sports and sports betting and the whole concept of Bojoko suits sports betting perfectly. Our mission is to help our users to choose the best gambling sites for them, and this concept works incredibly well for sports betting with so many brands available to players.
We also provide all the information that players need to learn about sports betting in the UK, written by experts. This is an area where we stand out from our rivals. We are confident that we will be able to carry out our mission well in the field of sports betting and we see good potential in this market, although of course there is some fierce competition to contend with.
Are you taking the same approach sports as you are to casino? What makes Bojoko stand out from other comparison sites in the UK market?
In short, yes. But of course, sports betting brings its own challenges when compared to online casino. The general model though stays the same for us. We list and review sports betting sites the same way we do with online casinos.
Where we stand out is the quality of our reviews and that we actually test all the sites listed on Bojoko and play at them with real money. Our independent testers actually make deposits, place bets and withdraw funds to verify that everything works as it is supposed. They also expose any weaknesses so that players know exactly what to expect when they sign up and deposit.
Operators are evaluated based on different features such as odds, markets, welcome offers, withdrawal times, customer support and many other factors that are important to sports bettors. We also offer a selection tool to filter betting sites based on different criteria to meet players’ preferences.
Does sports present different challenges to casino? Can you give examples? And how are you overcoming these challenges?
The competition in both markets is fierce, but we thrive on that. The biggest difference between sports and online casino is in the content that we create to help educate players. Sports betting has a skill element to it whereas slots and casino games are generally based on luck. This brings a different dimension when it comes to content. Betting is about finding value in the odds, and we aim to educate players on how to find that value and what statistics to use when making betting decisions. Many of our users are recreational bettors that just bet for fun, but many people are looking for useful information for how to improve their betting success and we provide that by using our experience as sports bettors and sports enthusiasts. We combine this knowledge with offering the best betting sites in the market.
Is there much of a cross-sell opportunity between casino and sports in the UK market? If so, how are you leveraging this?
To some extent there is, yes. Quite a few operators have both an online casino and a sportsbook, so it’s been a rather easy process to start collaborating with several partners for both verticals having already established a good relationship with casino. For users, we offer all relevant content right on our home page and from the menu where they can find the most important pages for both online casino and sports betting in one place.
What are your thoughts on the review of the Gambling Act in the UK market? Do you think it will have much of an impact on affiliates?
Regulation and safety measures in the gambling industry are generally a very good thing in my opinion. The changes made in recent years have been largely positive and have made the gambling industry healthier as a whole.
The latest restrictions proposed seem to be quite dramatic and perhaps not completely thought through. The two most questionable changes are the £2 stake limit on slot games and a sponsorship ban for gambling companies and sports clubs. These would undoubtedly have unintended consequences.
To keep players playing on licensed gambling sites should be a high priority, but restrictions that are too tight would only push players away to offshore sites where they could gamble with higher stakes. Given that players do not have the same security and safety on these sites as on UKGC licensed sites, this situation would be very unfortunate.
When it comes to sports clubs, the amount of sponsorship pounds that come from betting operators is massive. After COVID-19 especially, many clubs are still struggling financially and this could, in the worst-case scenario, be a death blow to many and especially lower-tier clubs. There are also some smaller sports that live off the betting industry, such as darts and snooker, that would be directly in the line of fire.
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Bojoko is well established in the online casino space – what made you move into sports betting for the first time?
Expanding into sports betting in the UK was a natural step for us as we had been offering sports to players in Finland for more than a year and already had the experience and expertise in our team. There is still a lot of room for growth in online casino, but sports betting offers us a good opportunity to accelerate that growth and drive the business forward. There is now a dedicated section for online betting here where players can browse and choose the best and the newest betting sites in the UK.
What key opportunities do you see here? Is it a bigger market for Bojoko than casino?
We feel we have a lot to offer in this market for sure. Our team has significant knowledge and know-how when it comes to sports and sports betting and the whole concept of Bojoko suits sports betting perfectly. Our mission is to help our users to choose the best gambling sites for them, and this concept works incredibly well for sports betting with so many brands available to players.
We also provide all the information that players need to learn about sports betting in the UK, written by experts. This is an area where we stand out from our rivals. We are confident that we will be able to carry out our mission well in the field of sports betting and we see good potential in this market, although of course there is some fierce competition to contend with.
Are you taking the same approach sports as you are to casino? What makes Bojoko stand out from other comparison sites in the UK market?
In short, yes. But of course, sports betting brings its own challenges when compared to online casino. The general model though stays the same for us. We list and review sports betting sites the same way we do with online casinos.
Where we stand out is the quality of our reviews and that we actually test all the sites listed on Bojoko and play at them with real money. Our independent testers actually make deposits, place bets and withdraw funds to verify that everything works as it is supposed. They also expose any weaknesses so that players know exactly what to expect when they sign up and deposit.
Operators are evaluated based on different features such as odds, markets, welcome offers, withdrawal times, customer support and many other factors that are important to sports bettors. We also offer a selection tool to filter betting sites based on different criteria to meet players’ preferences.
Does sports present different challenges to casino? Can you give examples? And how are you overcoming these challenges?
The competition in both markets is fierce, but we thrive on that. The biggest difference between sports and online casino is in the content that we create to help educate players. Sports betting has a skill element to it whereas slots and casino games are generally based on luck. This brings a different dimension when it comes to content. Betting is about finding value in the odds, and we aim to educate players on how to find that value and what statistics to use when making betting decisions. Many of our users are recreational bettors that just bet for fun, but many people are looking for useful information for how to improve their betting success and we provide that by using our experience as sports bettors and sports enthusiasts. We combine this knowledge with offering the best betting sites in the market.
Is there much of a cross-sell opportunity between casino and sports in the UK market? If so, how are you leveraging this?
To some extent there is, yes. Quite a few operators have both an online casino and a sportsbook, so it’s been a rather easy process to start collaborating with several partners for both verticals having already established a good relationship with casino. For users, we offer all relevant content right on our home page and from the menu where they can find the most important pages for both online casino and sports betting in one place.
What are your thoughts on the review of the Gambling Act in the UK market? Do you think it will have much of an impact on affiliates?
Regulation and safety measures in the gambling industry are generally a very good thing in my opinion. The changes made in recent years have been largely positive and have made the gambling industry healthier as a whole.
The latest restrictions proposed seem to be quite dramatic and perhaps not completely thought through. The two most questionable changes are the £2 stake limit on slot games and a sponsorship ban for gambling companies and sports clubs. These would undoubtedly have unintended consequences.
To keep players playing on licensed gambling sites should be a high priority, but restrictions that are too tight would only push players away to offshore sites where they could gamble with higher stakes. Given that players do not have the same security and safety on these sites as on UKGC licensed sites, this situation would be very unfortunate.
When it comes to sports clubs, the amount of sponsorship pounds that come from betting operators is massive. After COVID-19 especially, many clubs are still struggling financially and this could, in the worst-case scenario, be a death blow to many and especially lower-tier clubs. There are also some smaller sports that live off the betting industry, such as darts and snooker, that would be directly in the line of fire.
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Can you talk us through the structure of 1X2 Network and the various divisions and subsidiaries it contains?
1X2 Network is the overall entity that encompasses the two supplier studios 1X2gaming and Iron Dog Studio. 1X2gaming provides a broad range of gaming concepts, with retail-feel slots, table games, arcade games and more. While Iron Dog Studio’s onus is on offering premium slot releases, having produced a significant number of Megaways™ titles and other tier one releases. The 1X2 Network also includes 1X2 Network Partnerships, where we aggregate a wealth of content from 3rd party suppliers on the 3PI (3rd Party Integrations) platform – these are then distributed via the network, a combination of direct integrations and other aggregation routes.
Why did you decide to structure the business in this way with two different studios?
1X2gaming was the original brand that began the journey, but a lot of that philosophy has continued into the structure we have now. 1X2gaming is primarily a studio producing classic games, arcade style content and market specific slots. Iron Dog Studio is our premium studio and has a different framework, that allows more innovation and flexibility. The two work in tandem with some shared central resource but the split allows us to release a variety of games without diluting either brand to players and Casino Managers. 1X2 Network sits above that as the company brand and is what we’re known as – underlining that everything operates under one leadership team and with a clear, defined direction.
How do you decide which games get developed and released by which studio?
Both Iron Dog Studio and 1X2gaming have their own individual brand, so the development process for a given game begins within one or the other. The two studios’ portfolios are different without being totally separated – which is what allows 1X2 Network to provide such a broad variety of gaming experiences. We have on occasion moved a project over when it is in development but in general games live in one studio from conception to go live to allow the clarity of thought to carry through. In general, the styles of the game and their target markets make it very easy to decide which studio will develop a concept.
How do you ensure that each studio has its own identity but that both still align under the 1X2 Network umbrella?
While 1X2 Network encompasses two separate studios, they are not treated in isolation from one another. There is shared resource amongst the studios and whilst some maths, design and product ownership is separate there is still a core product team who drive strategy for the entire network. Games are ultimately delivered under the 1X2 Network umbrella, and thus we seek to maintain an overarching brand mentality which all our games subscribe to; this mentality could be surmised in our focuses on player experience, innovation and quality.
Do most of your operator partners take games from both studios?
Yes absolutely, every operator has content from both studios as the delivery routes are identical. 1X2 Network is the brand that operators deal with and they understand that the studios are part of something bigger. That’s not to say that all operators see the same performance between the studios, depending on markets, player demographics, style of site and many other factors, we have tier 1, 2 and 3 customers who perform better with Iron Dog and the same for 1X2gaming. We obviously work to promote the games that will be most successful but it’s extremely rare that we don’t see success across both studios in one form or another.
Anything else to add?
1X2 Network has been operating for 20 years, so I guess it’s no surprise that some elements require a bit of explanation, but in general we feel the two studio set up under an overarching brand is a solid, clear and efficient set up that allows us the flexibility we need to provide to all our customers and take a good share of the market.
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Give us a quick overview of your entrance into the games industry and what made you decide to join it?
Before entering the gaming space, Gismart had earned a name as a top music entertainment app developer for an array of popular gamified music products such as Beat Maker Go, Piano Crush and many others. Looking for ways to grow and diversify our company portfolio, in 2019, we decided to add another business vertical and established an internal studio called Flime by Gismart. We dived deep into the development and publishing of mobile lightweight games, focusing on trendy hyper-casual genres and instant games for social platforms. The hyper-casual market was on the rise, not that saturated yet, so we saw it as a good opportunity to utilize our expertise in hypothesis testing which is crucial for this genre. Besides, we appreciated the simplicity of its mechanics and relevantly quick production so we had more room for trial and error. Within two years, we released a couple of dozen games for mobile and social platforms with many of them reaching the top gaming charts (ex. Cool Goal!, Body Race, Foil Turning 3D, etc.) and generating over 450 million downloads overall. Working in the hyper-casual market,  the team built effective processes in a very short time, as well as tested a large number of hypotheses. In 2021 we made our next step moving towards the casual genre and decided to explore puzzle games. It is a busy and challenging market with some strong competition. However, we have had success with our first game Cross Logic and are now actively working on new titles. We consider puzzle games to be a better investment in the long run. We also recently established a new business related to blockchain gaming projects and NFTs.
What does your role as VP of Business Development and Marketing at Gismart entail?
I focus on sourcing, negotiating and executing strategic partnerships across Gismart business verticals mainly related to product branding and marketing. I also build and develop long term and quality relationships and lead communications at Gismart. My role includes mobile product marketing and monetization, app distribution partner management (Apple App Store, Google Play, Facebook Instant Games, Snap Gaming, TikTok Gaming), product branding, PR and HR branding. Some of my proudest milestones include nurturing flagship partnerships between Gismart and household name entertainment brands such as UMPG, Sony/ATV and Warner Chappell, as well as the collaboration between The Chainsmokers and Gismart’s hit Beat Maker Go music app.
Women remain largely underrepresented in the global games industry. How does Gismart approach this, and what advice would you give to women who want to work in the industry?
It is an issue especially if we talk about senior ranks of companies. I am glad that this subject is constantly raised in the media as it helps the change to happen faster. I believe there are two things to fight – stereotypes and company practices. However,  speaking of the Gismart gender ratio it is very balanced. The ratio between males and females is 1:1.
Gismart is perhaps best known as a publisher of mobile games. What’s the recipe for a hit mobile game in 2022? 
I can’t give a recipe but I can say how we approach building high-potential products at Gismart. We have an expert R&D team to explore global trends and conduct in-depth marketing research. Understanding the niche to find a gap for something fresh and exciting for users is an important task.  After making sure that the game concept is relevant, we move on to creating a basic game prototype and perform a market test to understand the metrics. There are three key factors that most likely indicate that a game has a high potential – low CPI, high LTV and product scalability. The data-driven approach is what we stand by. Gismart has several analytical tools for in-depth market research, quick idea tests, and advanced product analytics that help us make a final decision.
How did Apple’s changes to marketing on iOS in 2021 affect Gismart?
Similarly to the rest of the market, we have been affected by the changes related to IDFA. This has significantly affected the traffic buying on iOS, and it has certainly become more difficult to evaluate the effectiveness of advertising campaigns. It also made it harder and more expensive to run product tests on Facebook. On the positive side, these changes forced us to delve into other purchasing channels, and change and improve approaches to testing new product ideas. We also definitely go for more technological experiments on the marketing side related to user acquisition through web traffic.
Many of your games are available on social media sites such as Snap and Facebook. Why do social networking apps want gaming content in general?
Social platforms have an undeniably huge audience and games are a new form of communication. We saw an opportunity for growth in this business and some of our team members who are now leading Flime by Gismart had the experience of building one of the first games for Facebook. Today we have over ten social platform games available on Facebook and Snapchat. Color Galaxy on Snap Games became one of the most successful games on the platform quickly after its launch and after two years still holding its position.
In general, social platforms see games as one of the instruments to entertain and retain the audience, increasing the time they spend on the platform. Besides retention, having quality games provides the platform with other benefits, such as improved user experience, new forms of communication and interaction between users, and, of course, additional monetization for social platforms.
Gismart also makes and publishes wider entertainment apps such as music and wellness. Why did the company decide to diversify its focus from mobile games?
We started with entertainment music apps. Alex, one of the company founders’ is a self-taught guitar player and the first Gismart app was a guitar app.  After the successful launch of the first product, our portfolio of music entertainment apps has grown to over 15 different apps over time. Then came our expansion to games. Wellness, as well as the pet care vertical with flagship product Woofz, was established about a year ago. Both businesses are relatively new but already established their name on the market and have a substantial number of users. All of the verticals operate as independent businesses and Gismart provides them with consulting and mentorship, all kinds of resources and tools and infrastructure. So in a way, today Gismart operates as some sort of business incubator with some of the verticals having already outgrown the startup stage.
Last question – what can we expect to see from Gismart and from yourself during the remainder of 2022?
Gismart has very exciting and challenging plans across all verticals. Speaking of casual games, we’ll continue expanding our portfolio of HTML5 games on Facebook Instant and Snap Games. We also plan to introduce our mini-games on new major social platforms. Also, we plan to soft-launch our new blockchain project.
Speaking of apps, we will continue to upgrade and develop our products in music entertainment. We are working on expanding our music partners’ circle to bring more unique, fresh music to the table. As for wellness and pet care verticals – the focus is on product and working on features to enrich the user experience and facilitate product growth. We hope to see a few new products earning their spot on the top chart.
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We fund our site by showing adverts as you browse our site. These adverts are usually managed by a partner specialising in providing adverts for multiple sites. Invariably these partners place cookies to collect anonymous data about the websites you visits so they can personalise the adverts to you, ensure that you don’t see the same adverts too frequently and ultimately report to advertisers on which adverts are working.
Cookies Used
We use cookies to compile visitor statistics such as how many people have visited our website, what type of technology they are using (e.g. Mac or Windows which helps to identify when our site isn’t working as it should for particular technologies), how long they spend on the site, what page they look at etc. This helps us to continuously improve our website. These so called “analytics” programs also tell us if , on an anonymous basis, how people reached this site (e.g. from a search engine) and whether they have been here before helping us to put more money into developing our services for you instead of marketing spend.
Cookies Used
So you can easily “Like” or share our content on the likes of Facebook and Twitter we have included sharing buttons on our site.

Cookies are set by:
The privacy implications on this will vary from social network to social network and will be dependent on the privacy settings you have chosen on these networks.
Cookies Used

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