Online gaming possibilities spread far and wide across Europe’s digital ecosystem, with the continent far from immune to witnessing fresh possibilities for future success cropping up. One area that certainly fits the bill for Habanero, whose focus has been firmly fixed on new markets for quite some time, is the Balkans.
In conversation with CasinoBeats, Milda Mikelioniene, Habanero Business Development Executive, addresses these new opportunities, examines how they can be best capitalised on, looks at the potential regulatory impacts and much more.
CasinoBeats: We’ve seen a number of gambling companies eye up new opportunities for expansion within the Balkans. Why has this become an attractive region for Habanero?
Milda Mikelioniene: The Balkans are very interesting market, stretching from Slovenia to Greece, divided into EU and non-EU regions. Habanero has a strong presence in many Balkan states, including Bulgaria, Serbia, Bosnia and Herzogovina, Croatia. Additionally, we’ve held a licence in Romania for several years, establishing a successful path throughout collaboration with major operators.
What is notable, that the Balkan market keeps growing each year, offering practical and reasonable regulatory frameworks, opening doors to new stakeholders. This, in turn, adds to the market attractiveness.
It’s a continuous chain – the player base is robust, the market boasts a long gambling tradition, regulations are favourable, and new operators are obtaining licenses. As a result, we plan, or in most cases, we are already part of this dynamic landscape.
CB: Where do you believe will be the next battleground for igaming companies within the Balkans over the next few years? Is any one market starting to emerge as a bit of a front-runner?
MM: It’s challenging to predict as it depends on various factors, including laws and regulations. The Balkans, as a region, is divided into EU and non-EU segments, with many of the latter being not so heavily regulated or none at all.
For instance, Albania is on the edge of reintroducing a legal sportsbook, marking the first step after four years of casinos being illegal at all. This move is expected to reopen the market, making the upcoming year particularly interesting.
However, the igaming industry is inherently dynamic, and predicting its next battleground can be unpredictable, which means that the next front-runner could emerge unexpectedly. It’s a landscape that continually keeps us on our toes.
CB: We’ve seen somewhat of a boom in the online igaming market across the Balkans over the last few years. What do you believe has been the driving force behind this?
MM: Well, you can’t ignore the role COVID played in pushing everything online, not just in the Balkans but worldwide. It’s also just the way things naturally evolved, especially with big companies getting into the Balkan scene, making everything more tech-savvy.
Gambling has a long history in the Balkans, where players are notably well-educated. Gambling, deeply associated with culture and traditions, is a communal activity, always enjoyed with friends and family.
Overall, the recent rise in online igaming is a mix of cultural practices, the influence of COVID, and the industry’s organic evolution, now accelerated by major companies making a significant digital impact in the market.
CB: And how does Habanero plan to capitalise on this nascent market?
MM: Next year is going to be an exciting one for Habanero as we plan to enter the Greek market, which is considered one of the largest in the Balkans. Although our official entry is set for next year, Habanero is no stranger to this market, having been present before Greece became regulated.
In addition to our market expansion efforts, we’ve significantly increased our game production, aiming to release two new games every month. This not only keeps our portfolio fresh but also provides operators and their players with new content constantly.
Our commitment to growing and investing more resources in production, position us strongly in this emerging market.
CB: From your experience, have you found that players across the Balkans have shown a preference for particular types of slot games?
MM: From my experience, players across the Balkans have demonstrated a preference for a variety of slot games that provide entertainment, diverse bonuses, attractive features, and exceptional experiences.
At Habanero, we are introducing advanced bonus engines and marketing tools to elevate player engagement. One particularly exciting innovation is our Jackpot Race, a unique feature of our offerings. The standout feature of the Jackpot Race is its ability to reward multiple players, adding a fun and competitive element to our games rather than focusing on just one winner.
CB: As it stands, regulatory conditions – for the most part – are relatively favourable for igaming companies operating within the Balkan region. However, across Western Europe, we’ve seen various regulators tighten their grip on the gambling industry. Could we see the Balkans follow suit? If so, how does Habanero plan to navigate these challenges?
MM: There is a possibility that the Balkans might follow suit in the future. If such challenges arise, Habanero is well-prepared to navigate them strategically. Scalability is indeed one of Habanero’s strengths, especially in our ability to swiftly adapt to technical requirements. This ensures we stay up-to-date with any regulatory changes involving technical aspects.
