WiseGaming’s Steven Paton on integrating partners collaboratively

At WiseGaming, my role sits at the intersection of strategy, product and partnerships. On paper, I’m responsible for leading commercial development, and ensuring our platform and services are aligned with the ever-changing needs of operators. But in answer to your question, I’m deeply involved in everything from roadmap planning and onboarding, to partner collaboration and market positioning.  

Because we operate across multiple verticals – sportsbook, casino, live dealer, affiliate tech and more – I spend a lot of time ensuring we stay fast and responsive across the board, whether that’s launching a new white-label operator or integrating a new provider. No two days are the same and that’s exactly how we like it.  

And yes, I’d say playing both the cello and drums helps! The cello definitely taught me structure and composure, the drums taught me improvisation! All are essential in an industry like ours, where you’re often solving complex problems on the fly, with multiple teams needing to stay composed and in rhythm. 

Let’s talk about WiseGaming’s recent product advancements. Which areas have you prioritised, given you offer several products, like platform, sportsbook and live casino?  

We’ve had a strong focus in three key areas: platform agility, sportsbook expansion and elevating the casino UX through content localisation. On the platform side, we’ve invested in making the infrastructure even more modular. That means our clients – whether they’re newcomers or mature operators – can pick and choose the services they need, integrate faster and pivot (yes, a Friends reference) as markets evolve. One standout improvement has been our real-time data layer, which supports instant player segmentation, risk triggers and automated CRM actions across brands. It’s been a game-changer for operator agility and personalised engagement.  

For sportsbook, we’ve expanded our in-house trading capabilities and added new APIs for real-time odds personalisation. We’re also integrating more niche sports content and regional feeds to support market-specific launches – which is crucial when you’re targeting growth outside traditional Tier-1 regions.  

When it comes to casino, our priority has been enhancing the user experience through content localisation. That means surfacing relevant games based on player language, market preferences and cultural behaviours – whether that’s through native game lobbies, market-specific jackpots or adjusted RTP ranges where applicable. We’ve also been working closely with content providers to build geo-targeted promotional mechanics, helping operators run more effective campaigns and boost retention without relying on generic incentives. Everything we do starts with the same question: “How does this improve revenue and retention for our clients?” That clarity has helped us stay laser-focused. 

You’ve got the likes of Evolution, Softswiss and Pragmatic Play in your partner list. What would you say stands out about your record as a partner – and what do you think your partners would say?  

What sets WiseGaming apart is how we approach partnership as a two-way commitment, not just an integration. Many of our partners would say we’re unusually hands-on – we don’t just sign a deal and move on. 

We co-develop go-to-market strategies, test features collaboratively and even help optimise mutual clients together. That operational maturity comes from our background as former operators. We understand the day-to-day pain points and we make it our mission to remove friction wherever we can.  

We’re also very honest with our partners. If something won’t work, we say so. If there’s an opportunity to improve UX or add value, we proactively suggest it. I think that transparency has built long-term trust – we’re not just another platform; we’re an active force in helping our partners succeed.  

Today’s operators don’t want to wait three to six months to go live. They want results fast – and they want technology that can adapt to their vision, not restrict it.

What about new partnerships? What kind of companies are you targeting and what are you offering new clients?  

When we talk about new partnerships, we’re talking about ambitious operators looking for a white-label or turnkey solution that gives them a real edge in their market – whether they’re launching their first brand or scaling an existing operation. The types of companies we’re onboarding vary – from entrepreneur-led startups to established land-based brands going online, and even affiliate groups looking to convert their traffic into revenue. What they all have in common is the need for speed, flexibility and a partner they can trust to move with them, not just ahead of them.  

What we offer is a white-label solution that isn’t just off-the-shelf – it’s adaptable by design. Clients can go live in weeks, not months. They get access to a robust platform, deep game and sportsbook content, proven payment integrations and tools that support real growth – including CRM, loyalty and affiliate systems. 

But, most importantly, they get a team that’s been in their shoes, understands the operational pressure, and delivers consistently, without excuses. We don’t just offer software – we offer partnership in the truest sense, and our clients know we’ve got their back from day one.  

Where do you see the biggest growth forming off the back of these partnerships – both in terms of geographical markets and verticals?  

Right now, our strongest growth is coming from Latin America. It’s a region that’s shown real appetite for mobile-first sportsbook brands with localised UX and agile delivery. Operators are looking for full-service solutions that move fast – and that’s where our white-label setup really shines.  

We’re also seeing real traction in both Asia and Europe – particularly in regions where local player preferences demand more flexible product configuration. In these markets, operators value our ability to tailor content, payment flows and engagement tools without long development timelines. Looking ahead, Africa is becoming more prominent in our roadmap. While the market is still developing in parts, there’s a clear shift toward scalable infrastructure and mobile-led solutions – and we expect it to become a key focus area heading into 2026.  

In terms of verticals, sportsbook remains a key driver, especially with in-play betting and regional content becoming more important. At the same time, live casino and personalised game lobbies continue to drive engagement, particularly where entertainment-style formats are in demand. More and more clients are also asking for advanced affiliate and retention tools, which we see evolving into a growth vertical of their own.  

What are the biggest challenges right now – both for WiseGaming and the wider industry?  

For us – and the industry more broadly – one of the biggest challenges is meeting the growing demand for tailored, flexible white-label setups at speed. Today’s operators don’t want to wait three to six months to go live. They want results fast – and they want technology that can adapt to their vision, not restrict it. That’s why we’ve leaned so heavily into modular architecture and agile delivery – so we can spin up, scale and iterate without delay.  

Another challenge is that many prospective operators are entering the space with great commercial ideas but limited operational experience. That’s where our team’s background becomes a real advantage. We’re not just a tech provider – we’ve run our own casinos and sportsbooks. We know the traps, we know the priorities and we act as true partners – guiding clients as they navigate early growth or expansion.  

Lastly, talent remains a universal challenge. As the industry grows more competitive, finding people who understand both the commercial and technical sides of a white-label business is becoming harder. At WiseGaming, we’ve built our success around a core team of experts who’ve lived through the evolution of this space – and that institutional knowledge is what allows us to keep moving at speed while staying grounded in experience.  

Finally, what are your biggest goals as we progress through H2 2025 and beyond?  

Our goals are centred around growth – but always in a controlled, sustainable way. First, we’re focused on expanding our operator network across four new markets, each with a tailored setup built around localised content, payment flows and onboarding experiences. Whether it’s regional sportsbook feeds or language-specific front ends, we’re making sure every launch feels truly native – not just adapted.  

Second, we’re rolling out significant enhancements to our platform orchestration layer. This will give operators deeper control over promotions, content configuration and CRM automation – all from a single, streamlined interface. It’s a major step in reducing operational overhead and giving our clients more autonomy to move fast and make smarter decisions in real time. We’re also doubling down on event visibility. You saw us at iGB L!VE London and we’ll be at SiGMA Euro-Med and SBC Summit Lisbon this September, followed by SiGMA Europe Summit in Rome this November. As a clear signal of our intent in Latin America, we’re also proud to be sponsoring G&M Events in Mexico – a strategic move as we deepen our presence in the region.  

These events aren’t just about visibility. They’re a core part of how we listen, learn and evolve. Some of our most valuable roadmap updates have come directly from conversations with partners, clients and fellow industry leaders at these shows. Looking longer term, our mission remains unchanged: to continue building the most agile, operator-focused platform in iGaming. One that gives our clients the power to adapt, scale, and thrive – no matter what the market throws at them.