Hamest Safaryan, Digitain: “Localised content and personalisation are becoming increasingly important”
Hamest Safaryan, the company’s Head of Sales, Central Europe, has shared details about its upcoming presence at SiGMA Central Europe.
Exclusive interview.- Hamest Safaryan, head of sales, Central Europe, at Digitain, spoke to Focus Gaming News ahead of SiGMA Central Europe, which will take place in November, in Rome, Italy. She shared details about how Digitain is preparing for the expo, and what can attendees expect to see from the company.
She also spoke about how the firm is adapting its products and strategies to different regulatory markets like Malta and Central & Eastern Europe, and how it is preparing for new igaming and sportsbook trends.
Will Digitain use SiGMA Central Europe to announce new partnerships, products, or market entries?
Events like SiGMA Central Europe are always a strategic platform for us, and this year is no exception. We plan to make meaningful use of the stage to present our latest innovations, connect with partners, and explore new opportunities. As always, attendees will be able to experience the full scope of Digitain’s ecosystem, from our award-winning Sportsbook and Centrivo Platform to the recently introduced Self-Service Betting Terminal and our highly adaptable platform solutions. Recently we have announced a new partnership in Romania with 888 Romania, one of the operators within Evoke group.
This year is especially significant, as SiGMA Central Europe is being held in Rome for the first time and in a completely new venue.
Can you share more details about Digitain’s Self-Service Betting Terminal and its key features?
Digitain’s Self-Service Betting Terminal is a key addition to our omni-channel retail offering and is now fully live. Digitain SSBT is a new generation product where we have ensured the best and the easiest experience for the players. We tried to create the shortest betting journey for players related to different betting scenarios. Our SSBT has been built taking into account the contemporary needs of different regions and requirements of regulated markets.
“Events like SiGMA Central Europe are always a strategic platform for us, and this year is no exception.”
Hamest Safaryan, head of sales, Central Europe, at Digitain.
The solution is software-only, giving operators the freedom to use any Windows-based terminal and select their preferred hardware suppliers. The SSBT is fully integrated into our existing Retail system and Centrivo platform, ensuring a smooth connection between online and land-based channels. Overall, it improves player convenience, reduces pressure on retail staff, and strengthens the omnichannel experience for operators. We’ve already demonstrated the software at several industry events, and the feedback has been overwhelmingly positive. We are looking forward to onboard our first partners with this solution.
How are you adapting your products and strategies to different regulatory markets like Malta and Central & Eastern Europe?
Every market is unique, and our approach reflects that, the key is flexibility and ability to understand partner needs. With the opening of our new hub in Malta and an expanding presence across Central and Eastern Europe, we are actively adapting our products and strategies to meet local regulatory requirements and player expectations. Our platform is built to align quickly with local licensing frameworks, reporting standards, and responsible gaming regulations. At the same time, we localise content, language options, payment methods, and sportsbook offerings to suit the preferences of each market. This approach enables us to deliver solutions that are not only fully compliant but also highly competitive and relevant for our partners in every region we operate.
“We are actively adapting our products and strategies to meet local regulatory requirements and player expectations.”
Hamest Safaryan, head of sales, Central Europe, at Digitain.
How do recent awards influence your growth and internal strategies?
We’re always proud to be recognised for the work that our entire team delivers. For SiGMA Central Europe, we’re honoured to have been nominated in three categories: Best Platform Provider, Best Sportsbook Provider, and Best Marketing Campaign for our “BUILT TO LEAD.” initiative.
These recognitions act as a strong validation of our products, services, and overall vision, helping us build trust, form new partnerships, and strengthen existing ones. At the same time, they inspire our teams to continue innovating and maintaining the high standards we are known for.
What major trends will shape iGaming and sportsbook in the next 2–3 years, and how is Digitain preparing?
Over the next two to three years, several major trends are expected to shape the igaming and sportsbook industry, and we are actively preparing to stay ahead of them. Naturally, artificial intelligence will play a central role, enhancing risk management, customer support, and personalised player experiences. We are already integrating AI tools across our platform to enable smarter decision-making and greater automation.
We are expanding our offerings to meet this interest of growing demands. Localised content and personalisation are becoming increasingly important, as players now expect culturally relevant experiences, tailored promotions, and region-specific sportsbook markets and languages. With global regulations becoming stricter, responsible gaming and compliance also remain top priorities. We are investing in advanced monitoring tools and enhanced safety features to ensure secure and sustainable operations.
By focusing on these developments—and keeping an open eye on how the industry continues to evolve—we aim not just to follow trends, but to be ahead of them.
