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Benny Sjoelind

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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.
https://www.businessofigaming.com
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My Latest Posts

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...
Insights

The US Sweepstakes Casino Market is Fragmenting as New Challengers Gain Ground

Benny Sjoelind -
For years, the US sweepstakes casino market has largely been defined by a handful of dominant brands. Chumba Casino, LuckyLand Slots and a small group of early movers established themselves as household names in a sector that offered an alternative to traditional online gambling. The latest market data, however, suggests the competitive landscape is beginning to change. According to Blask.com, Chumba Casino remains the clear market leader, accounting for 20.54% of total Brand's...
Innovation

Soft2Bet launches MEGA Shoot as World Cup retention battle intensifies

Benny Sjoelind -
As the 2026 FIFA World Cup enters full swing, sportsbook operators are competing for far more than just betting turnover. The real challenge lies in keeping players engaged throughout a tournament that stretches over more than five weeks. Soft2Bet believes it has found another piece of the puzzle. The company has unveiled MEGA Shoot, a football-themed gamification engine designed around penalty shootouts. Rather than functioning as another sportsbook feature, the product is...
Insights

Blask Launches Real-Time World Cup Interest Tracker for the Global iGaming Industry

Benny Sjoelind -
As the 2026 FIFA World Cup gets underway across the United States, Canada, and Mexico, operators, affiliates, and gaming suppliers face a familiar challenge: understanding where player attention is moving before the market reacts. To help solve that problem, Blask has introduced the Blask World Cup Interest Tracker - a live, country-by-country dashboard that measures how interest in World Cup-related iGaming content changes every day throughout the tournament. Rather than focusing...
Marketing

Beyond Sports Betting: Why Prediction Markets Could Become The Next Affiliate Boom

Benny Sjoelind -
For years, the online gambling industry has largely been fighting over the same audiences. Whether the focus has been online casinos, sports betting, poker or esports, operators and affiliates have spent billions trying to acquire customers who already understand gambling products and actively seek them out. The acquisition channels may have evolved, and the technology has certainly become more sophisticated, but the underlying audience has remained relatively familiar. Prediction markets...
World Cup 2026

World Cup 2026: The Most Personalized Betting Event Ever

Benny Sjoelind -
The World Cup has always been football’s biggest global event. But the 2026 tournament may become something else entirely: the most personalized betting event the industry has ever seen. Operators are no longer preparing for the World Cup by simply adding football-themed banners, boosted odds, and generic welcome bonuses. The industry is moving into an era where AI, behavioral data, predictive analytics, and real-time personalization are shaping nearly every part...
World Cup 2026

The Ultimate World Cup 2026 Guide for iGaming

Benny Sjoelind -
The FIFA World Cup 2026 will not simply be another football tournament. For the global iGaming industry, it is likely to become the most important customer-acquisition, retention and product-stress event in years. The reasons are obvious: this will be the first World Cup with 48 teams, the first hosted across three countries, and the largest edition ever, with 104 matches played across 16 host cities in Canada, Mexico and the United States. FIFA has confirmed that...
Crypto

Crypto Payments Edge Closer To The Mainstream In US Sports Betting, New Paysafe Study Finds

Benny Sjoelind -
The debate around cryptocurrency in regulated gambling has often centered on regulation, volatility, and compliance. Yet a new study from payments giant Paysafe suggests the conversation may increasingly shift toward player demand. According to Paysafe's latest All the Ways Players Pay: Crypto Edition report, cryptocurrency is no longer a niche interest among American sports bettors. Instead, it is rapidly emerging as a payment option that many players expect sportsbooks to offer as...
Data

Prediction Markets Are Moving Mainstream — And The Numbers Are Starting To Look Impossible To Ignore

Benny Sjoelind -
Prediction markets have existed for years in relatively niche corners of finance, academia and crypto. But over the last two years, they have started evolving into something much bigger. What was once primarily associated with election betting and experimental forecasting is increasingly becoming a mainstream financial product category — one now attracting major consumer brands, retail traders, crypto platforms and institutional attention. The latest figures illustrate just how quickly the sector...
Insights

The Most Popular Casino Games in The US Market

Benny Sjoelind -
What are the most popular casino games in the US market? According to newly released game-level analytics from Blask, Blackjack remains the clear leader when it comes to both visibility and player interest across the American online casino industry. The data, which covers 207 brands, 430 providers, 17 game genres, and more than 6,000 individual titles, provides one of the most comprehensive snapshots currently available of the US iGaming market....