AUTHOR NAME

Benny Sjoelind

271 POSTS
Benny Sjoelind is the Founder of The Business of iGaming. Based in Malta, the epicenter of the online gaming industry in Europe, Benny has over a decade of hands-on experience in the industry, and is a Certified Credit Analyst with 14 years of experience as a Business Analyst in Finland. Benny has become an expert in the intricacies of affiliate marketing and content strategy within the iGaming industry. He has worked as a writer for some of the most respected online gaming publications, where he has gained recognition for his sharp insights, clear analysis, and ability to break down complex industry trends.
facebookinstagramlinkedinmediumtelegramtiktokyoutube

My Latest Posts

Insights

Kick: The Genius iGaming Distribution Play That Turned a Problem Into a Platform

Benny Sjoelind -
There are plenty of examples of successful marketing in iGaming, but there are far fewer examples of an iGaming company effectively helping create an entirely new distribution ecosystem. That is what makes Kick such an interesting case. Launched in late 2022, Kick entered a livestreaming market dominated by Twitch and YouTube. On the surface, the proposition looked relatively straightforward: build a creator-friendly alternative to Twitch, offer streamers better economics, loosen some...
Marketing

Google Ads Introduces Major Gambling Policy Update: What Operators and Affiliates Need to Know

Benny Sjoelind -
Google is introducing one of its most significant updates to its Gambling and Games advertising policy in recent years. From 26 August 2026, advertisers promoting online gambling, gambling-related content and certain non-casino games will need to comply with a revised certification process featuring stricter compliance requirements and updated application procedures.  For operators, affiliate websites and digital marketing agencies, the changes go well beyond a simple paperwork update. Google is introducing...
Betting

Premier League Gambling Sponsorships 2026/27: Betting Brands Move From the Front to Sleeves and Training Kits

Benny Sjoelind -
The 2026/27 Premier League season marks one of the biggest changes to football sponsorship in recent years. After years in which betting companies became a familiar sight on Premier League shirts, gambling brands can no longer appear as front-of-shirt sponsors on matchday kits. The change comes from a voluntary agreement reached collectively by Premier League clubs in 2023. It took effect following the conclusion of the 2025/26 season. The Premier...
Insights

The Canadian Gambling Market: Top Brands, Player Trends and the Games Driving Growth

Benny Sjoelind -
Canada has established itself as one of the world's most attractive regulated gambling markets. With high internet penetration, a mature player base and growing competition among both domestic and international operators, the country continues to attract significant investment from sportsbooks, online casinos and game suppliers. New data from Blask.com provides an up-to-date snapshot of the market, highlighting which brands dominate player attention, which game providers control the largest share of...
Data

Top Publicly Traded Gambling Companies by Number of Employees

Benny Sjoelind -
The global gambling industry employs hundreds of thousands of people across casinos, sportsbooks, lotteries, game developers and technology providers. While revenue and market capitalization often dominate industry discussions, workforce size offers another perspective on which companies have built the largest operational footprints. According to data from CompaniesMarketCap, the world's 56 publicly traded gambling companies employ a combined 471,712 people. The rankings reveal a strong presence of traditional casino operators at...
Insights

Top 10 Game Providers Based on Lobby Visibility: Pragmatic Play Dominates Casino Lobbies Across 28 Markets

Benny Sjoelind -
The battle for player attention begins long before anyone presses the spin button. While game quality, RTP and volatility all influence long-term success, the biggest factor in whether a player even notices a game is often its position in the casino lobby. Our latest analysis of Blask.com's lobby visibility data examined the 100 most visible casino games across 28 regulated and grey markets, revealing which game providers dominate online casino...
Events

Mobile Gaming, AI and Web3 Take Centre Stage as Saudi Arabia Strengthens Its Position in the Global Games Industry

Benny Sjoelind -
Saudi Arabia is no longer just investing in gaming - it is steadily becoming one of the industry's most influential meeting places. The Global Games Show Riyadh 2026, held on 29–30 June, brought together developers, publishers, investors, esports organisations, technology providers and policymakers from around the world to explore where interactive entertainment is heading next. Rather than focusing solely on blockbuster game launches, the conference highlighted the technologies reshaping the industry's...
Events

Saudi Arabia’s AI Ambitions Accelerate as Riyadh Positions Itself as a Global Innovation Hub

Benny Sjoelind -
Saudi Arabia's ambitions to become a global technology powerhouse took another step forward at the Global AI Show Riyadh 2026, where thousands of executives, policymakers, investors and technology leaders gathered to discuss how artificial intelligence is moving from experimentation to large-scale deployment. Held alongside the Global Blockchain Show Riyadh and the Global Games Show Riyadh, the event reflected a broader shift taking place across the Kingdom. Rather than treating AI as a standalone technology,...
World Cup 2026

Who Wins Financially from the World Cup? Here are The Biggest Commercial Winners in iGaming

Benny Sjoelind -
When most people think about the FIFA World Cup, they think about iconic goals, packed stadiums and the battle to lift football's most coveted trophy. For the global sports business, however, the tournament represents something much larger: one of the world's biggest commercial events. The FIFA World Cup 2026, hosted across the United States, Canada and Mexico, will be the largest tournament in football history. With 48 national teams, 104 matches and 39 days...
Insights

The Great Affiliate Reset: Why iGaming’s Most Successful Business Model Is Being Rewritten

Benny Sjoelind -
For more than two decades, the affiliate model has been one of the greatest commercial success stories in online gambling. Few industries have benefited from organic search quite like iGaming. Entire businesses were built around ranking for terms such as best online casino, casino bonus, crypto casino and thousands of game-specific searches. A well-ranked review page could generate players for years, creating predictable recurring revenue with relatively modest operating costs. In many respects, Google...