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Former NetEnt and LeoVegas execs create new online casino with industry-first features – Letsbet.com

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Letsbet online casino

“We believe the new frontier in online real-money casino is a mash-up of live streaming, social features and gamification” says CEO & Co-founder of Letsbet.com Michael Pedersen.

 

It’s with a clear goal of bringing a fresh perspective to the industry that former Regional Business Manager of NetEnt, Michael Pedersen and former Head of Operations of LeoVegas, Stefan Lind are joining forces to create a new and pioneering online casino. Letsbet.com will launch early 2018.

Most casino operators are in the same boat, faced with limited ability to differentiate their respective core offering, as the same games are available on more or less all sites. That’s why it’s so important to have the courage to stand for something in terms of unique features and marketing concepts – we can’t all serve the same spaghetti Bolognese in our restaurants! says CEO & Co-founder of Letsbet.com, Michael Pedersen“We decided from day one that we wanted to be different, go all-in and dare to stand out!” he continues.

After a year of extensive research, the two founders believe there is a completely new category of online real-money casinos on the way. This new breed of casinos will see more social aspects from land-based and virtual currency environments implemented into a real-money setting.

“When you visit a land-based casino, do you sit down at the empty Blackjack table or the one with one seat left and people having fun? Casino players might not always want to directly speak to other players, but it’s clear that they often like to interact with the casino staff and enjoy the indirect presence of other players; that’s what we are trying to replicate using the latest technology.” says CMO & Co-founder of Letsbet.com, Stefan Lind. 

Letsbet.com will have a number of industry-first features, for example daily live broadcasts, presented by casino hosts, giving players a new level of entertainment and interaction with the brand. With the rise in popularity of everything live and using top-notch streaming technology, this feature aims to increase conversion rates, extend session times and in general increase retention rates by building closer relationships with players.
Another industry-first feature, will be a complete instant messenger function that allows players to add friends, create groups and chat if they wish.

The concept is based around a secret agency theme, where the player joins as the “new recruit” and moves up the ranks by completing assignments and missions.

Letsbet.com is launching through the Together Gaming (BetHard Group) platform, which holds an MGA license. Players will have access to all the premium game titles from providers such as NetEnt, Microgaming, Yggdrasil and Quickspin to mention a few. The initial focus for Letsbet.com will be the Nordic region.

To gain beta access and learn more, sign up at www.letsbet.com today.

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Hiring Boom: Major affiliate QiH Group builds in-house tech team with eight new hires

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Hiring Boom: Major affiliate QiH Group builds in-house tech team with eight new hires

 

The London-based affiliate is also searching for seven more recruits to move previously outsourced tech to fully in house

  • Expansion has been ambitious, with 32 new hires in the last 12 months

  • Focus is on efficient yet sustainable growth

  • The hiring boom has necessitated a move to larger headquarters in London

Power affiliate QiH Group has been making bold moves in the past year, with both expansion and diversification being  integral parts to an ambitious growth strategy.

In 2023, the iGaming company – which counts Flutter and Entain amongst its impressive client list – began building a C-level layer into the business, with new positions created and filled in operations, marketing and finance.

The latest of those hires is in technology, with QiH Group’s first-ever  CTO, Sachin Saxena, joining from digital health company Congenica in September of 2024.

Since then, Saxena has used his international B2B experience to build the company’s tech capabilities, working with the company’s senior leadership, stakeholders, and cross-functional teams to transition previously outsourced functions and platforms to in-house talent.

“It’s no simple feat overseeing the change management process that is necessary to move from fully outsourced to completely in-house tech capacity,” explains Saxena, “but the most important aspect of that is the people. We really needed to find the right people fit culturally and experientially and we needed to do it efficiently.

“So far, we’ve employed nine engineers, and are actually looking for a further seven tech team members at a minimum,” he says.

Talent shortage, still?

One of the biggest challenges Saxena says the tech industry has faced in recent years, whether in betting and gaming or other sectors, is the talent shortage that first appeared during the COVID-19 pandemic and hasn’t abated since.

“Recruiting into the iGaming industry has been really interesting, Saxena shares, “mainly because for a lot of people, betting and gaming just isn’t a sector we’d considered previously. Since joining six months ago, I’ve been fortunate enough to learn what a fascinating industry it is, and to convey that to potential new hires.”

A key USP that Saxena is hoping will make the rest of this recruiting round smoother is how seriously QiH Group takes its people-first ethos.

He says: “HR isn’t an afterthought for QiH, which is evident in policies, procedures, flexible working arrangements and from internal promotion – for example, our COO, Andrew Lee, started his career in iGaming 10 years ago with QiH and now he’s at C-level as a decision-maker. So the upward mobility that QiH provides is a big selling point.”

But the main thing that the CTO loves about working for an iGaming affiliate?

“It’s just really, really fun.”

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Affiliate Success

Casino Guru shortlisted in 2 categories for iGB Affiliate Awards 2025

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Casino Guru shortlisted in 2 categories for iGB Affiliate Awards 2025

 

Casino Guru has been shortlisted for the iGB Affiliate Awards 2025, joining a competitive field of contestants in the “Best Casino Affiliate” category and the “Safer Gambling Initiative of the Year.”

The iGB Affiliate Awards recognize companies in the iGaming affiliate space that have demonstrated their value through a range of initiative. This is reflected by the event’s coverage of more than 20 award categories.
Casino Guru is honored to have been shortlisted in two categories for one of the most prestigious industry events that celebrates advances in the affiliate industry and iGaming sector as a whole, and particularly in two areas where Casino Guru particularly excels.

Casino Guru has developed the world’s most comprehensive and meticulously detailed database, which actively evaluates the standing of individual casinos by scrutinizing dozens of different criteria for each listing.
These criteria are dynamic, meaning that Casino Guru is constantly reviewing offers to accurately assign ratings.
The resulting assessment is based on technological, legal, and industry knowledge, helping players make informed choices about their gambling.

Daniela Sliva, Public Relations and Creative Projects Director, said: “The shortlisting reflects Casino Guru’s ongoing commitment to upholding the highest industry standards. The Safety Index and Casino Guru Complaint Resolution Center have consistently delivered real-world impact for players, enhancing transparency and responsibility across the sector by showing operators that when it comes to their offers, it’s the players who decide. At Casino Guru, we ensure that players have all the information they need to make informed decisions. Being shortlisted for the prestigious iGB Affiliate Awards confirms that we’re on the right track.”

Casino Guru is also distinguished for its ongoing commitment to the Gamtegrity platform, which reunites the company’s efforts to make gambling safer and more transparent by advancing research, education, and best practices.

The official ceremony will be held at the Troxy, East London, on July 3, 2025. The iGB Affiliate Awards will be held on the final day of the iGB Live 2025 conference.

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Affiliate Success

EEGS Webinar: Affiliates Face New Demands in Balancing Compliance and Conversion

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Eastern European Gaming Summit

 

On May 13th, the Eastern European Gaming Summit (EEGS) hosted a dedicated affiliate webinar exploring one of the most pressing challenges in iGaming today: how affiliates can stay commercially effective while adopting an increasingly responsible role in player protection. The session, titled “Balancing Compliance and Conversion: The Affiliate’s Role in Responsible Gaming” featured Gjorgje Ristikj, Founder of Gamblers Connect and Co-Founder & CEO of RankRadar, as keynote speaker.

The conversation unfolded against a backdrop of intensifying regulatory oversight and market saturation, highlighting the transformation of the affiliate segment into an essential part of the iGaming ecosystem. As emphasized during the discussion, affiliates are no longer peripheral actors but full-fledged digital media businesses, operating with considerable investment in content, compliance, analytics, and brand credibility.

Ristikj pointed out that modern affiliates are increasingly absorbing roles traditionally associated with internal marketing teams, from advanced SEO operations and audience segmentation to responsible gaming communications and transparency standards. These shifts are not merely cosmetic. As the speaker noted, operators now rely on affiliates not only to acquire traffic but to reinforce brand integrity, especially in competitive or newly regulated markets.

One of the core themes discussed was the growing expectation for affiliates to support safe gaming environments, both through the content they produce and the brands they choose to promote. In a concrete example, Ristikj introduced a Responsible Gambling Scoring Index, developed by Gamblers Connect. The tool evaluates operators on the presence of key responsible gaming features and publicly displays a score to inform and empower players. This kind of initiative reflects a broader industry movement to embed responsible gaming principles at every stage of the user journey.

Another major focus was the mounting operational pressure faced by affiliates. While operators remain accustomed to revenue-share partnerships, Ristikj argued that fixed listing fees are becoming necessary to sustain professional affiliate operations. Investment in content, platform development, video production, and tracking infrastructure has significantly raised the cost of doing business, especially as privacy regulations and attribution challenges reduce the reliability of traditional performance models.

The webinar also touched on the emergence of video-driven affiliate strategies and personal branding as a differentiator in a crowded landscape. As new players, many backed by agencies or former operator teams, enter the market with aggressive strategies, trust and transparency are becoming the critical assets for sustainable success.

The session concluded with a clear message: affiliates who want to remain relevant must adapt to a new standard of accountability. That means embedding responsible gaming principles not only as a compliance checkbox but as a core part of the brand experience, something players, regulators, and operators will increasingly expect.

The EEGS Affiliate Webinar is part of a broader initiative by EEGS to provide actionable insights and elevate the strategic role of affiliates in the global iGaming industry.

For those who missed the live session, the on-demand video is now available. You can watch the full session here: https://youtu.be/MJeYZfPI6Rs?si=BVp0yA0Vcpu9FDJx

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