EvenBet Gaming CEO Dmitry Starostenkov sets out a clear feature in SiGMA Magazine issue 34 distributed at SiGMA Euro-Med earlier this month, that adaptability, not uniformity, is the defining advantage in scaling poker across diverse markets and regulatory contexts. Starostenkov maps a product and policy roadmap shaped by regional realities, regulatory pragmatism, and a measured use of AI, with a new poker format slated to debut during SiGMA Central Europe in November.
Market realities
For mature markets, poker’s role is anchored in multivertical ecosystems that balance acquisition, monetisation, and retention at scale. “Sports betting is a strong acquisition tool, casino games work as a revenue generator, and poker provides unique retention tools. It is like a glue that keeps the operator offering together,” says Starostenkov. In emerging regions, poker often stands alone as the primary entertainment for a distinct user cohort still building familiarity with the game, which shifts the emphasis from segmentation to simplicity and intuitive onboarding. “The main objective for us is to be flexible and able to adapt our offering to the market’s specifics,” he notes.
Product focus
EvenBet’s roadmap follows a two-track approach, improving lifetime value in mature markets while keeping access friction low in developing ones. A new poker format designed to increase engagement and retention will launch this November at SiGMA Central Europe, backed by internal performance data linking format innovation to higher operator revenue and player longevity. “We have solid data proving that such solutions can boost player retention and an operator’s revenue,” says Starostenkov. For initial phase markets, the priority is streamlined interfaces and straightforward gameplay that keep users engaged long enough to build skill and loyalty over time.
AI and integrity
Artificial intelligence features in EvenBet’s outlook both as a safeguard and as a service enhancer across the player journey. “AI will become a crucial element of detecting and fighting bots, solvers, and money laundering,” Starostenkov says, with complementary applications in tailored promotions, table matchmaking, and educational bots to support learning and fair play. The direction reflects a wider operational philosophy grounded in controlled experimentation, from product formats to monetisation mechanics that respect poker’s rake-based model.
Regulation and growth
Pre-regulated markets such as India and Brazil present significant headroom for poker rooms to build liquidity and reputation ahead of formal frameworks, provided operators can work constructively with authorities on fit-for-purpose rules. “A poker operator has good chances of growing explosively and creating reputation and liquidity by the time regulation is set in place,” Starostenkov notes, while cautioning that one-size-fits-all regimes often conflate poker with online casino and misalign taxation with how poker generates value through rake, not GGR minus payouts. “We have to spend a lot of time and resources to work with the authorities, as we did in Peru, to create more favourable regulatory conditions for poker,” he adds.
Experimentation with purpose
EvenBet’s creation of FlexPlay as a separate casino aggregation unit is framed as a pragmatic move to protect brand clarity while testing new concepts and business models outside the core poker platform. “We realised that to keep our operations effective and our brand message clear, we would need either to stop working on the casino or create a separate entity,” says Starostenkov, positioning FlexPlay as an experimentation hub in a crowded aggregation field. The company’s presence at the recent SiGMA Poker Tour in Malta in early September aligned with its regional network strategy, including WePlay in Europe and LatPoker in Latin America, to deepen B2C visibility alongside B2B growth.
The way ahead
Adaptability sits at the core of EvenBet Gaming’s strategy, shaping product decisions, regulatory engagement, and the application of AI to integrity and player experience across market maturities. Starostenkov frames growth as a function of context and iteration, where format innovation, pragmatic regulation, and disciplined experimentation work together to sustain value over time.
EvenBet Gaming will present its new poker format at SiGMA Central Europe, taking place from November 3 to 6. Meet the team to discuss market-specific poker strategy, regulation-ready growth, and product innovation aligned to regional realities.
