Co-written by Kateryna Skrypnyk and Sudhanshu Ranjan
The iGaming landscape is undergoing rapid transformation, driven by advances in technology and changing user expectations. Among these changes, cloud-based platforms stand out as a game-changer, enabling operators to deliver seamless, scalable, and agile services. SiGMA News recently had the opportunity to speak with Yannick A. Svendsen, Co-Founder & CFO of Sisu Group, Estonian based forward-thinking iGaming platform, to discuss the company’s approach to reshaping the online gaming landscape. He is pictured here in the center with Co-Founder Jan Svendsen and CEO Anders Carlsen.
In this interview, we discuss the key benefits of their cloud-based platform, their business development strategies for 2024/25, the importance of data-driven decisions, Estonian iGaming market, and the challenges posed by advertising restrictions in the industry. We also explore the unique value propositions offered by Sisu’s brands, ReSpin and Epicbet, which aim to set new standards for user experience, rewards, and product innovation.
Sisu Group is an innovative startup established in 2022 by iGaming expert Jan Svendsen, renowned for founding successful companies like Coolbet, NordicBet, and Triobet, which collectively achieved an exit value exceeding €240 million. The name “Sisu” is derived from Finnish, representing extraordinary courage, determination, and perseverance qualities.
A major advantage of cloud-based platform is the complete control it has over its product roadmap and development. Unlike many industry players who rely on third-party systems, Sisu has developed and manages its entire tech stack in-house. Svendsen said, “The main advantage of our platform is that we have full control over our product roadmap and development process. We have developed and managed the entire tech stack in-house, covering everything from player account management and the sportsbook to the payment gateway, casino solution, back-end and front-end. This gives us the opportunities to constantly improve the products and user experience.”
The company’s mission is clear to continue building the fastest, most adaptable, and scalable platform in the iGaming sector. Yannick expressed, “Our mission is to keep developing the fastest, most flexible and scalable platform in the market, agnostic to B2C and B2B. Key was to get the architecture right from the start, and it was a no-brainer for us to go 100 percent cloud based. The primary benefit of being fully cloud-native is the ability to scale efficiently without the need for an IT operations team to manage physical infrastructure and eliminate related manual processes that are error-prone. The team can focus on product building as the cloud provider is handling the complex parts like database maintenance, security, backups and updates.”
While the adoption of cloud infrastructure is not new in the industry, a complete transition from traditional on-premises setups remains a challenge for many established operators.
Svendsen further expressed,
“While many in the industry have adopted some degree of cloud infrastructure, fully migrating from traditional on-premises setups to the cloud is mostly not viable for established operators due to the time and resources required. Furthermore, many established operators are running multiple platforms for different brands or markets, which makes product innovation extremely difficult.”
Sisu’s business development plans for 2024/25
Sisu’s growth strategy for the next two years focuses on expanding its market share in Northern Europe and Latin America regions where the company already has a strong presence and deep market knowledge.
Svendsen explained, “Our primary focus remains on Northern Europe and Latin America, regions where we have deep market knowledge and already have obtained a sizable customer base. Our top priority is to continue capturing market share in these areas. A common challenge in expanding to new markets is adapting to the diverse payment preferences, as each market/region has its own specific needs. To address this, we offer both local payment methods in key markets and a complete crypto betting experience for a global audience.”
Sisu offers both local payment methods in key markets and a comprehensive crypto betting experience designed for a global audience. Svendsen said, “Looking ahead, we plan to increase our investments in regions where the crypto vertical is gaining momentum and expand the availability of local payment options in more countries where we see opportunities.”
Role of BI and CRM in understanding customer preferences
Data lies at the core of Sisu’s strategy, shaping every decision from pricing to customer segmentation. Yannick explained, “From the early stages, Sisu prioritised building a robust data warehouse and establishing a strong data infrastructure. One of our core pillars is making data-driven decisions, which is why building a robust data warehouse and establishing the right data structure was a key focus during the pre-launch phase. From the outset, we assembled dedicated BI and CRM teams to ensure we had the right expertise in place.”
Managing its own in-house sportsbook requires a precise approach to data. To mitigate this, Sisu continuously refines its models to stay competitive and respond to market changes. Svendsen noted,
“As we operate our own in-house sportsbook, being data-driven is essential. If our pricing or segmentation is off, we are targeted by syndicates and professional sports punters. In this business, even small errors can lead to significant losses. Data is continuously refining our pricing models and customer segmentation, helping us stay competitive and responsive to market dynamics.”
The company’s commitment to personalisation is summed up in its motto. This approach aims to give customers exactly what they want, rather than directing them toward specific options. “We are working towards personalisation of the entire product down to customer level. Our motto is the ‘fewest clicks to play’, it comes down to giving customers exactly what they want, rather than trying to push them toward something we want them to choose. Our reward system gives us the flexibility to quickly develop new rewards and customise our automated reward programs,” Svendsen added.
Navigating the complex landscape of advertising restrictions
As the global regulatory environment tightens, advertising restrictions are becoming a more prominent challenge for the iGaming industry. While necessary to ensure responsible gambling practices, over-regulation can have unintended consequences, such as favoring dominant players and unlicensed operators, thereby stifling fair competition.
Yannick stressed,
“Globally, we’re seeing a shift from reliance on third-party data to a greater emphasis on first-party data for advertising. For example, it’s already becoming difficult to track users on Safari or measure open rates on Apple Mail. It’s crucial to build processes that rely on first-party data to ensure continued success in reaching and engaging users, even after third-party cookies have been completely phased out.”
Given the limitations on traditional advertising channels, Sisu places significant focus on organic growth methods. This includes leveraging word-of-mouth, referral marketing, and user-generated content, all of which help foster an engaged community. Delivering a high-quality product remains central to Sisu’s approach, as it seeks to drive growth through customer satisfaction and loyalty.
Overall look, speed, and feel of our sites are innovations in themselves
Rather than trying to reinvent the wheel, Sisu’s approach with ReSpin and Epicbet is to improve upon existing offerings and deliver a holistic, enhanced user experience. Many platforms have stagnated in terms of user experience and front-end solutions, relying on generic content and outdated designs.
Svendsen explained, “In the short to medium term, our aim is not to reinvent the wheel for the sake of it, but rather improve what’s out there and offer a holistically better user experience than found elsewhere. Innovation in user experience and front-end solutions has been stagnant for some time, with many platforms relying on generic content and outdated graphic design. We believe the overall look, speed, and feel of our sites are innovations in themselves, and the feedback from customers has been overwhelmingly positive. We have focused on enhancing every aspect of the experience from usability to personalisation by taking proven concepts and executing them in a way we believe is better.”
A distinctive feature of Sisu’s platforms is the reward mechanics, particularly for sticky bonuses. Users can manage multiple bonuses through their wallets and easily switch between active bonuses before placing any bets. Additionally, Sisu offers automated cashback for both casino and sports betting, providing predictable value for users and setting it apart from competitors.
Sisu aims to provide the best combination of user experience, rewards, and functionality. Its interface design prioritises ease of use while still appealing to experienced bettors. The introduction of a unique quick-bet feature further aligns with the philosophy of “fewest clicks to play,” offering a smooth, efficient betting process.
Yannick further added, “In the highly competitive market of sports betting, our primary value proposition is to offer the best combination of attractive odds, UX and rewards. These should not be trade-offs in our opinion. We aim to serve both experienced and new-generation sports bettors by delivering something fresh an interface that doesn’t look like a spreadsheet but still feels intuitive and familiar to experienced bettors. We’ve also introduced a unique version of quick bet, aligning with our philosophy of fewest clicks to play.”
iGaming market in Estonia
Estonia has established itself as a prominent hub for the iGaming industry in Europe, with a thriving ecosystem that supports both development and licensing. The country’s business-friendly environment, coupled with a skilled workforce of nearly 100 team members based in Tallinn, has attracted numerous operators to its shores.
Svendsen explained,
“We’re proud to be an Estonian company, with close to 100 team members working from our Tallinn HQ. The country has evolved into something of a European industry hub, both for development and licensing, thanks to its favorable business environment. Despite Estonia’s small population of just 1.3 million people, there is certainly a wealth of talent here. Currently, there are 145 brands licensed for online casino operations and 91 brands for sports betting. This growth can be attributed to the straightforward licensing process, a reasonable regulation and tax rate.”
Sisu’s future plans
Sisu’s future plans include a variety of new initiatives aimed at continuously evolving its products. The company is committed to incorporating gamification elements, enhancing personalisation, and introducing entirely new features to the iGaming industry.
Svendsen stated, “Looking ahead, we have lots of new ideas to innovate our products and brands, including concepts that are entirely new to our industry. Our ambitious public roadmap comprises developments such as new gamification elements, enhanced personalisation, and innovative features including a brand-new betting game that’s never been seen before. With continuous UX improvements, our products will undergo significant evolution over the coming years. And of course, we aim to gather valuable customer feedback throughout the next year to help prioritise and guide our future developments.”
