Behind the scenes of iGaming: The invisible machinery of game providers, operators, and affiliates

We went looking behind the curtains to explore how the industry really works. Spoke with Betsson and Wazdan. From concept to launch, exclusive deals to regional strategy, the world of gamblin

We are certain that you are used to seeing polished graphics, thrilling features, promotions, and a great user experience in general. But what you probably don’t know is that behind every spin, there is a collaboration of a few parties involved.

Of course, game providers are behind the mechanics, game specifics, features, themes, sounds, and everything else, but for you to get the final result at any online casino, there is a partnership that you probably don’t know anything about.

To help you understand how this system works, we spoke to our partners Wazdan, the global iGaming provider and Betsson, one of the leading online operators. We at CasinoWow as an affiliate platform will also share our point of view and ease it all for you.

Who’s first? The chicken or the egg? How are game providers and casinos working together? How do we get in the picture? Let’s find out everything about this process and unveil it all!

It’s time to take a look behind the scenes of the most important iGaming machinery.

Game provider’s perspective - Wazdan

We’ve worked closely with Wazdan for some time now, and honestly, it’s been such a pleasure. They are devoted to providing a great user experience in any form of content. This, plus the games by Wazdan (that are now more than 250 cross-platform casino games), leads us to believe that their goals, mission, and vision are aligned with ours.

They focus on data science, creative innovation, and market responsiveness. We spoke with Joss Webster, Head of Strategic Partnership, to hear what they can unveil and how the machine actually works behind the scenes.

What we wanted to find out is not only how games are created, but also how they collaborate with online casinos and form partnerships. Their point of view together with Betsson’s point of view can help us form a better conclusion of the market and at the end, help you understand it better.

Interview with Joss Webster from Wazdan

CW: Can you walk us through the typical lifecycle of a new game at Wazdan from concept to release?

JW: Every game starts with research and analysis – from player insights to market demand. We engineer concepts around proven mechanics and combine them with innovation-driven features. After development and in-house QA, each release goes through localisation, certification, and marketing prep. From day one, the goal is to deliver a rewarding experience – both for players and our partners.

CW: How do new partnerships with online casinos typically begin? Who initiates, and what are the first steps?

JW: Partnerships usually begin through direct outreach or mutual introductions during industry events. The first step is understanding the operator’s needs and goals. From there, we align on commercial terms, technical integration scope, and content curation. It’s a streamlined, partner-first approach designed to deliver value quickly.

CW: What does your collaboration with casino operators look like? How do you align goals?

JW: We treat every collaboration as an engineered partnership. Dedicated account managers, marketing support, and custom game selections help us align performance metrics and engagement objectives. Constant dialogue ensures flexibility and mutual success.

CW: Do you adapt your games for different markets, player profiles, or casino websites?

JW: Absolutely. Our games are built to be modular and highly configurable. We adjust volatility, feature sets, RTP versions, and even visual elements depending on region, audience, and brand identity. This level of flexibility allows us to optimise every deployment.

CW: How do you approach launching your games in newly regulated markets and on specific casino websites?

JW: We combine legal expertise with development. Once licensing requirements are clear, we adapt our framework for compliance, localise games and materials, and support operators through technical onboarding. It’s a process we’ve mastered across 30+ jurisdictions.

CW: What kind of support or materials do you provide to casino operators during and after onboarding?

JW: Each partner receives a dedicated toolkit including promotional assets, game sheets, and technical support.

CW: How do you handle requests for exclusive games, features, or modifications from casinos?

JW: We’re known for our flexibility. Whether it's exclusive themes, tailored mathematics, or branded elements – we approach each request as an opportunity to co-create something impactful. If there’s business logic behind it, we can build it.

CW: How closely do you work with casinos to create joint marketing campaigns (e.g., slot tournaments, free spins, banner promos)?

JW: We actively collaborate on campaigns – from concept to launch. Our goal is to align promotions with player motivations and operator priorities. We’ve recently launched a range of brand-new in-game tools with auto-payout functionality, which have already proven popular with our partners. These tools can be tailored for exclusive campaigns or or our partners can utilize them by opting into our network promotions. Our network campaigns enable operators of all sizes to offer multi-million-euro prize draws – fully funded by us – driving player engagement without impacting their marketing budget.

CW: From your perspective, what do the best operators do differently when it comes to working with game providers?

JW: Top-tier operators are proactive, data-driven, and open to experimentation. They leverage our mechanics strategically, provide real-time feedback, and treat us as true collaborators. These are the partnerships that lead to measurable gain.

CW: How do you ensure transparency and fairness when negotiating terms or resolving issues with partners?

JW: We rely on open communication and clearly defined KPIs. We’re engineers by nature, so transparency and precision guide all our negotiations. When issues arise, our focus is always on solutions and long-term trust.

CW: In your line of work, have you had some bad or rather great experiences with any of the casino's representatives?

JW: Like any business, we've encountered all kinds of scenarios. But what stands out most are the moments when teams on both sides come together to solve challenges creatively. Those collaborations tend to leave the strongest impression – and the best results.

CW: Last but not least, we are doing this piece in collaboration not only with you as a global iGaming developer, but also with Betsson, a stand-out company for casino websites and more. What is it working with them?

JW: Betsson represents what we value in a partner – professionalism, strategic alignment, and a shared commitment to growth. Our collaborations in the Baltics, Buenos Aires, have not only expanded our reach but also demonstrated how exclusivity and strong localisation can drive mutual success. They understand the value of tailored content and innovation, which makes working with them not just efficient but truly rewarding.

The casino operator’s view – Betsson

Betsson Group is one of the largest companies within the European iGaming industry. They have 20+ brands, including Betsson Casino and Betsafe Casino, that offer casino, sportsbook and other games in 20 countries.

We have been in great business with them, too. You already know about the many successful giveaways we've done together, the interviews, and all the other collaborations over the years. But that’s not the only reason why we decided to speak with them for a take on the topic.

Betsson and Wazdan are working together, so it was the perfect opportunity to find out exactly how deals are made, what happens when a casino wants to include a provider’s games or does it actually happen the other way around?

Betsson are always up for a talk with us, and we can’t be happier about it! Again, they agreed to sit down for an interview about the true stories behind the scenes.

Personally, my favourite question to Betsson is “What is something most people don’t realise about the casino-operator side of the iGaming world?”. So, I won’t make you wait any longer! Here is the interview and all the interesting facts we got.

Interview with Laura Peretta, Head of Supplier Relations at Betsson

CW: How do you choose which game providers to work with? What makes a provider stand out, and what are you looking for in their games?

LP: There’s no such thing as a “one game fits all market” solution. At Betsson we operate a multi-brand, multi-market strategy, our choice of providers is always guided by the specific needs of our players in each market. What really makes a provider stand out is when their content is built and designed with purpose, whether that’s addressing specific market gaps, offering something innovative, or aligning with player preferences in a targeted way.

CW: Is there a typical “checklist” a new provider must meet before being featured on your platforms?

LP: We don’t use a specific checklist approach when it comes to selecting a new provider, we take into consideration both business and market needs. Sometimes we will onboard a provider because they have a strong land-based presence in a newly regulated market. Other times it might be due to a unique vertical they bring, or simply because their content shows strong commercial potential. Flexibility is key.

CW: How do you analyse player behaviour to decide which games to promote or highlight?

LP: Our Central Gaming BI team plays a big role in this. They work closely with both the CRM team and regional teams to assess game and provider performance. This same team also works closely with our central lobby management team to ensure games are well-positioned and optimized to maximise return. Data drives all of it.

CW: Do you ever co-create or request exclusive games from providers? What does that process look like?

LP: Yes, absolutely. We run both early adoption exclusives and bespoke game build programs. These exclusives are central to our growth strategy, helping us stand out in competitive markets. We have a dedicated team that handles bespoke game development, ensuring these games are tailored to the specific needs of each market we operate in.

CW: Betsson operates multiple brands. How do you tailor game selection and presentation for each brand? And is that discussed with each provider?

LP: Game selection is usually driven more by market needs than individual brand level, especially since we might operate multiple brands within the same market. However, when it comes to exclusive content, we do collaborate with providers to develop brand specific exclusives. This helps differentiate our offering and propose more localised content.

CW: Are player preferences significantly different across your brands or regions?

LP: We see significant differences in player preferences in many of our regions. What works well in one market might completely underperform in another. That’s why we tailor our offering at a regional level wherever possible.

CW: What’s something most people don’t realise about the casino-operator side of the iGaming world?

LP: Probably how fast this industry can move at times, it’s extremely fast paced. In terms of protecting existing revenue streams, you really have stay on top of upcoming and existing market trends. One second a market could be your biggest revenue generator, and a piece of new regulation could come in that makes it difficult to continue operating in that market at the same pace. Likewise, one thing most people don’t realize about the casino operator side of the iGaming world is how deeply data-driven and margin sensitive it is.

While it may seem like a flashy, luck-based industry focused on games and entertainment, behind the scenes is closer to running a high-tech e-commerce platform, just with extremely faster moving money. We meticulously track lifetime value (LTV) and cost per acquisition (CPA) for every player and use predictive models to estimate how valuable a player will be over time and adjust marketing, promotions, and VIP treatment accordingly.

CW: Is there something behind the scenes when working with game providers that people might find interesting?

LP: One aspect that often goes unnoticed is the certification process. Before a game can go live, it must undergo rigorous testing by independent labs such as GLI or iTech Labs to ensure fairness and compliance. In regulated markets, this can take several months.

We also don’t always integrate directly with every provider. In many cases, we work through game aggregators, which allow us to scale more efficiently while focusing our internal resources on partnerships with the strongest commercial and technical potential.

Beyond the commercial and technical aspects, we also place strong emphasis on responsible gaming. This includes working only with providers that meet our RG standards and support features such as reality checks, self-exclusion, and limits. ESG considerations increasingly play a role too, as we aim to partner with game developers and studios that share our long-term vision for sustainability, inclusion, and integrity in the industry.

CW: How do collaborations with software providers affect your work? Have you had any bad experiences when working with certain providers?

LP: Collaborations can be very beneficial, especially with reliable, established partners. But that doesn’t mean it’s always smooth sailing. Poorly managed relationships can lead to tech issues, compliance risks, and commercial disagreements. That’s why we always carry out due diligence, set clear expectations, and usually start with a trial period. Communication and transparency are essential for long-term success.

CW: From your perspective, what do the best operators do differently when it comes to working with game providers?

LP: I believe the best operators will very much focus on solid and strong product and marketing USPs to allow them to stand out from the competition. In a very competitive landscape, we try to provide the most competitive product offering for our players. This can be easier in new emerging markets. However, in more mature markets we will often find that many of our competitors have similar content to what we already have. In this instance, I believe the best operators will then work closely with select game providers to work on exclusive and bespoke content that will help them stand out from the competition, a strategy that has worked well for us.

Likewise, to get the best out of the partnership, it’s important to have frequent and close collaboration from both sides, this can include data insights and benchmarking, game performance and positioning, gap analysis, along with regular quarterly business reviews. Without that, you risk leaving value on the table on both sides.

CW: Last but not least, we know that you’re working closely with Wazdan. Could you share a bit about your experience collaborating with their team?

LP: We’ve had a very positive experience working with Wazdan. They’ve been a reliable and supportive partner, always open to collaboration. Whether it’s developing a new exclusive title or co-funding promotions for new content launches, they’ve always delivered and have been an easy partner to work with so far.

The affiliate perspective – CasinoWow

We believe that our goal is to be the bridge between players and choosing a casino to play at, as well as what games to play. When we write casino reviews or game reviews, we aim to provide an unbiased point of view and help you understand the perks and benefits of each game, casino, provider, license, regulation, anything really.

When we are working with casino affiliate managers or providers representatives, we can acknowledge some of them being more friendly than others, more open to collaborations, devoted to players’ interests and player responsibility.

However, we’d never let you know about that. Our job is to let you know which casinos are good to play at and which providers truly make great games. How they behave probably doesn’t concern you. You get online, you want to play a game that may lead to a win and is fun, and you want a casino with attractive bonuses, an optimised website, a nice interface, or whatever feels important to you.

That’s why our side of this triangle is a reflection of casino operators and game providers’ quality.

From the outside, iGaming may seem like an industry driven by chance, but it’s actually anything but random. It’s an engine of data-driven decisions, communication, and creative cooperation across all parts.

Conclusion: A chain of trust and innovation

Most players are end users and hardly ever think about how partnerships and collaborations take place between the different parts of the iGaming industry. Providers and casino operators, as well as affiliates, are not even all of the parties included in the business.

However, today we unveiled all about these three parts of the working machine that give you the final perfect result: an entertaining environment and exciting gameplay.

We have to say, the iGaming industry is far more interconnected than it appears. We’ve learned from the interviews that game providers like Wazdan rely on innovation, adaptability, and close relationships with operators. Operators like Betsson depend on strategic content partnerships, player analytics, and regional sensitivity. Affiliates like us at CasinoWow act as connectors, translating the complex backend into simple and engaging choices for players.

In general, the success of this industry depends on every party being transparent, working with others and collaborating, having a shared vision, and thinking about the players. Yes, good games and great casino platforms are important, but that’s not all that matters when you look behind the scenes!

Do you enjoy this article?

Share your experience on Trustpilot

By Stelly

Verified Casino Expert

Expertise: Journalism & PR, SEO Writing, Content Writing, International Gambling Markets

Hey, I'm Stelly! I oversee the whole content at CasinoWow, from breaking gambling news to in-depth guides and game coverage. My job is to make sure everything we publish is accurate, useful, and genuinely worth reading for every type of player.

Learn about our Review Process