Steamin Reels

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The shift to AI is also changing how Grenstad thinks about recruitment. A team working on the player journey, for example, needs people who understand casinos, iGaming and what a strong player experience should look like.

“I would not necessarily prioritise senior Java or front-end specialists in the same way as before,” Grenstad explains. “Technical skills remain important, particularly for people who can assess architecture and ensure systems remain reliable, but domain knowledge is becoming increasingly valuable. I’d rather take someone who’s good in the domain but doesn’t know any Java.”

That raises a question about how future developers will enter the industry. If Cubeia no longer needs front-end traditional junior Java developers in the same way, the traditional path from junior programmer to senior engineer becomes less clear.

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A key question around DEI has long been how the gambling sector can attract diverse talent. Increasingly, however, attention has shifted to whether it can retain the people it attracts.

“One misconception is that DEI is solely about recruitment targets,” Skinner says. “Recruitment is important, but bringing diverse people into an organisation without creating an inclusive culture simply results in higher turnover.”

He nevertheless believes recruitment is still the bigger challenge over retention.

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The format, however, cannot simply be copied and pasted from one market to the next. “We’ve found that the more localised the offering, the better,” Wilson says. “We’re talking about building anything from sumo wrestling to Love Island, as well as the headline sports. Ice cage fighting has been a popular one in a certain market for us.”

It is an eclectic list, but that’s kind of the point. Relevance can mean a global sporting event in one market and a far more niche (see ice cage fighting) obsession in another. Splash Tech’s job is to find the experience that fits the audience, rather than expecting the audience to fit the product.

If free-to-play builds familiarity, Splash Tech’s jackpot engine is intended to provide a common thread across an operator’s offering, even when the games themselves come from dozens of competing studios.