Dan Stone, InPlaySoft: “If our customers grow, we grow”

During SBC Summit Lisbon 2025, Focus Gaming News spoke with Dan Stone, Marketing Director of InPlaySoft, about the company’s product-first philosophy and its powerful, stable platform.

Stone explained that InPlaySoft takes a different marketing approach in an industry saturated with "sizzle." He described their strategy as "selling the sausage, not the sizzle," focusing on the core technology rather than flashy presentations. "I think operators appreciate a little bit more kind of like paired back, dare I say honest, more honest approach," he commented.

The platform's robustness stems from its origin. Stone recounted how the CEO, a "coder by heart," was unable to find a suitable solution on the market and decided to build one himself in 2021. The result is a platform so stable that Stone could state, "we just haven't had any downtime yet... since July 2021, which is phenomenal."

This stability is crucial for operators, especially during migration, which Stone identified as a major "fear factor." He cited a recent example where InPlaySoft migrated "many many millions of accounts in just shy of 30 minutes," with the operator now seeing GGR up by 20 to 30 per cent.

Development is driven by a collaborative philosophy. "The idea is that if our customers grow, we grow," Stone said, emphasising that the company truly listens to its partners to develop features they actually need.

Looking ahead, InPlaySoft has recently launched an esports vertical and is preparing to release a new back-office CMS. This new system is designed to empower operators by "trusting your operator and putting that control in their hands," allowing them to make significant changes themselves in minutes, rather than relying on a ticketing system.