You spoke in Gaming America earlier this year about how the majority of your revenue comes from the US. How has the US changed for you this year, and how have you kept up with those changes?
The US is maturing, but it’s doing so in a fragmented way. In each state, the pace of change varies widely. What has really stood out this year is the increased emphasis on disaster recovery, because the technical maturity of the market has improved significantly. Over the years, I’ve had conversations with companies operating multi-million-dollar businesses out of a single rack in a single location. While that might have been seen as sufficient in the past, it’s becoming clear that such setups are not sustainable. Especially considering recent natural disasters like those in North Carolina and Florida. From a business perspective, the push toward better infrastructure has been interesting. Companies are prioritising reliability more than ever, particularly with the growth of in-play betting and live events. To keep up, Internet Vikings had to stay nimble, ensuring we adapt to state-specific demands while also addressing larger trends like scalability and data security.
What do you expect in the US in 2025?
There is a growing acceptance of iGaming and online sports betting in the US market. Take a look at Missouri, for example. As the latest state to accept online sports betting, I believe others will follow suit. As of now, there are only seven states that have legalised iGaming in the US, while mobile sports betting is legal in 30 states. We are anticipating that other states will open up to regulate licensed iGaming and follow the success of other states.
A one-size-fits-all approach simply doesn’t work here. You need to take the time to listen and adapt
Since entering the US market, what would you say has been the biggest lesson you have learned?
A one-size-fits-all approach simply doesn’t work here. You need to take the time to listen and adapt to what each state requires from a product market fit and regulatory perspective. The most important thing is to start. It’s tempting to aim big and try to launch across multiple states at once, but the reality is you can’t expedite your entry into this market. It’s better to begin somewhere – ideally in a smaller state where you can refine your approach – and grow from there. Finally, relationships matter. The market relies heavily on trust, whether with regulators, partners or clients. Building those relationships takes time, but it’s essential for long-term success.
From your experience since 2020 to now, how do in-state cloud-based solutions benefit operators and suppliers in the US market?
One key benefit is the introduction of pay-as-you-go bursting, which allows businesses to scale resources during peak periods without over-investing in infrastructure. The in-state cloud provides scalability, reliability and security while reducing time to market – an important consideration for the post-election 2025 environment.
Beyond the US, what markets are you keeping an eye on, and why?
Latin America is definitely one to watch. Brazil, for example, is on the cusp of implementing more structured regulation and its potential player base is enormous. Europe remains an interesting region. Countries like Germany and the Netherlands are refining their licensing processes, and their focus on player protection is setting some important standards. Even in mature markets, there’s always room to learn.