How NuxGame transformed from platform to igaming ecosystem

After nearly a decade spent inside igaming operations, NuxGame has matured into a technology partner focused on scale, stability and strategic expansion. Its vast experience in multiple markets has helped create an ecosystem aimed to support established casino businesses as they grow. Here, EGR speaks with Bar Konson, chief business development officer at NuxGame, about the company’s transformation and strategy.

EGR: How has the client focus of NuxGame evolved from early stage igaming operators to more established casino businesses?

Bar Konson (BK): Since 2018, our main priority was supporting startup operators. We helped them launch, solve early issues and understand the day-to-day demands of running an igaming business. Working so closely with startups gave us deep knowledge of what operators truly need beyond the initial launch phase.

Many of those clients developed into stable, successful businesses over time. We grew alongside them – and that naturally changed our role. Today, we mainly work with mature casino brands that already have strong foundations and are planning their next phase of growth, be it scaling operations or entering new markets.

I often compare this client profile transformation to the process of building a house. The focus is on laying solid foundations at the beginning. Once that stage is complete, the challenge becomes expanding the structure without compromising stability. NuxGame operates at that expansion-ready level now, helping experienced operators grow confidently while meeting local compliance standards and maintaining consistent platform performance.

EGR: What must a technology provider be able to deliver before working with established, growth-focused casino businesses?

BK: Before working with established casino businesses, a technology provider needs to grow into the right size – technically, operationally and culturally. A stable platform is expected, but experienced operators also look for something harder to find: a partner who has already been through similar obstacles and knows how to overcome them.

Established operators expect a partner who can calmly say, “We’ve handled this situation before, and here’s how to deal with it.” That confidence only comes with time and hands-on collaboration with operator clients. NuxGame has reached that point. We have the capacity to support large operations while staying intentionally accessible and involved when our clients need us.

Working through launches, growth phases and market expansion in igaming teaches you one important thing: your software offering never works in isolation – it needs the right ecosystem around it. That’s why NuxGame is now beyond the ‘just igaming software’ offering. We provide access to a carefully built open ecosystem of partners and solutions that helps operators enter new markets with the right footing from the start.

EGR: So NuxGame now positions itself as an open ecosystem of products and partners. What does this look like in practice for operators?

BK: The NuxGame ecosystem means operators are not working with isolated tools but with a complete control centre built for growth. The ecosystem combines our platform, casino game aggregator, sweepstakes-ready infrastructure and a thoughtfully selected network of supporting service partners. All of this is powered by award-winning technology we’ve been developing since 2018, with a mission to help operators manage their multi-market expansion with precision.

When we say ‘open ecosystem’, we are being realistic. No single company can be the best at everything, especially when operators are expanding to other regions. Real scale requires teamwork, and that’s why we design our strategy around strong partnerships instead of trying to do it all ourselves. Operators working with NuxGame get our technology, but they also gain access to a vetted group of partners that already perform reliably in real markets.

This removes the need to spend months testing CRMs, payment solutions, aggregators or traffic sources. We help operators connect to services that fit their region, goals and regulatory environment. The NuxGame ecosystem is also customisable; operators can start with what they need today and add more as their business grows. Would you prefer one centralised dashboard or a desk full of blinking panels? If the former is your choice (and I’m sure it is!), then the NuxGame ecosystem is your best bet.

EGR: As market entry becomes more demanding, how does being part of the NuxGame ecosystem help operators expand more effectively?

BK: The advantage of being part of the NuxGame ecosystem under current igaming industry conditions is the privilege of relying on a team of pros who are constantly dealing with complex markets. Our partner services allow our operator clients to avoid resource-intensive trial and error: CRM systems boost retention, payment partners secure revenue flows, experienced affiliates deliver relevant players who improve lifetime value and retention quality.

Every new market comes with uncertainty, but our ecosystem replaces it for you with full readiness and support. Operators gain access to partners and tools already deployed successfully in comparable regions, resulting in quicker integration, faster launches and more confident decisions. 

Many established operators now make the most of this type of offering when entering new markets through models such as sweepstakes casinos, testing demand before committing fully. Our ecosystem facilitates that staged approach.

The industry is exceptionally dynamic: new regulations appear, enforcement becomes stricter and supplier landscapes lose stability. Our ecosystem is particularly effective in this ever-changing igaming scene, offering compliant tools and proven guidance from a team of professionals who’ve ‘managed it all’ before. I often compare it to flying with an experienced crew. You’re in the captain’s seat, but every system is monitored and no turbulence comes as a surprise.

Bar Konson is the chief business development Officer at NuxGame. He leads commercial strategy and works directly with the company’s operator clients to support their expansion and long-term business success.