Ahead of the upcoming SBC Summit Malta, we sat down with Michael Baker Mosley, CMO at iGP, a platinum headline sponsor of the event.
What elements of SBC Summit Malta work so well for your organisation, and why is it important for you to be there this year?
SBC Summit Malta is more than just another industry event. It’s a homecoming. As a company headquartered on the island, the Summit gives us the chance to welcome the global iGaming community into our space and showcase what we’ve been building.
This year is especially important for us because we’re at a turning point in our journey. Since the last SBC show in Malta, more operators trust us with their success, our products are stronger, and we have a sharper focus on the value we can deliver. Being headline sponsor gives us the opportunity to showcase that progress at an event that holds real meaning for the iGaming community.
What’s your key objective at this year’s event, and what are the main products or services you’ll be promoting?
We want to show how iGaming Deck is evolving the traditional aggregator into something far more powerful. While scale remains important — we now offer over 10,000 games from more than 40 providers — our focus at SBC Summit Malta is the promotional layer we’ve built into the aggregator itself.
We’ll be highlighting three new features. Twist of Luck is our customisable reward wheel that makes campaign design more interactive. Our new free bets campaign tool is designed to offer operators greater flexibility across acquisition and retention. And we’ll be previewing our upcoming jackpot and award engine, which takes real-time incentives to the next level. All of these tools are built for speed, simplicity, and operator control, and can be accessed directly through the iGaming Deck dashboard with no additional integration.
What would you highlight as the biggest opportunity in the betting and gaming industry over the next couple of years?
There are two areas that really stand out: the transformation of the aggregator and the rise of crypto.
Aggregators have traditionally focused on content, and rightly so, but as markets mature, that’s no longer enough. Operators need to activate that content in more effective ways. That’s where the aggregator comes in — not just as a distributor, but as a promotional engine. That’s why we’re investing so heavily in campaigns, rewards, jackpots, and tools like Twist of Luck that are built directly into the aggregator rather than added as an afterthought.
At the same time, crypto is opening up entirely new frontiers. The crypto casinos and sportsbooks we power are attracting new demographics with different behaviours and expectations. That shift is driving innovation across content, gamification, and loyalty tools at a pace we haven’t seen for years. It’s a challenge, but it’s also a massive opportunity — and one we’re genuinely excited about.
What elements of your business do you feel are best placed to take advantage of that opportunity?
iGaming Deck was designed from the ground up to adapt quickly. We’ve built a foundation that allows us to deliver new promotional tools at speed and scale, giving operators the kind of control and creativity they need to build standout player experiences.
We’re also uniquely positioned on the crypto side. Our experience in this space runs deep — from launching a multi-wallet crypto solution to developing crypto-native gamification features — and we’re seeing real success as our operators win new players and grow GGR.
What areas of the business should we be looking to for innovation in the next 12 months?
The last 12 months have been demanding across all departments — product, tech, marketing, commercial, and corporate — and the progress has been incredible. Now we’re shifting gears into a period of momentum and delivery.
You’ll see new crypto tools and exclusive content partnerships announced soon. We’re also relaunching our promotional engine with even more capabilities baked into both the platform and the aggregator. And later this year, we’ll be launching a new product that will sit alongside our platform and aggregator offer. It’s going to open us — and our partners — up to a completely new audience. It’s a little early to share details, but it’s coming.
What new technology do you feel will have the biggest impact for stakeholders?
Native promotional tools within the aggregator are going to be a game changer.
Operators are overwhelmed by fragmented systems and manual processes. By embedding campaign setup, reward mechanics, and analytics directly into the aggregator, we reduce complexity and allow them to move faster, respond to performance in real time, and manage everything in one place. This is particularly powerful in regulated markets where compliance, timing, and agility are critical.
What core challenges do you help solve for your customers and partners?
At our core, we’re here to help operators grow GGR. That’s the metric that matters most.
Whether it’s through player retention, customer development, or acquisition, everything we build is focused on enabling operators to create compelling gaming experiences. One operator who recently moved from a traditional aggregator to iGaming Deck saw their GGR skyrocket within six months. That’s the kind of result we’re here to deliver.
What are you hoping to learn from the conference at SBC Summit Malta, and which elements of the agenda will you be focusing on the most?
SBC events are known for strong panels and high-quality content, and Summit Malta is no exception. You’ll likely find me in one of the sessions, hearing insights from other industry leaders.
We’re also proud to see our CEO, Jovana Popović Čanaki, speaking on a panel about product strategy and the evolution of the B2B platform space. She brings a sharp, honest perspective to that discussion.
But most importantly, we’re coming to SBC with open ears. We want to listen, learn, and really understand how our partners’ needs are evolving. That feedback is essential as we continue building tools that solve real-world challenges.
