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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

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...
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...