Frederick Niehusen, Booming Games: “There’s always some surprise around the corner when you enter a new market”

Shows & conferences - 9 October, 2025

From September 16 to 18, 2025, in Lisbon, a new edition of SBC Summit took place. There, Focus Gaming News spoke with Frederick Niehusen, Chief Commercial Officer at Booming Games, about the company's significant global expansion and future roadmap.

Niehusen detailed a busy year of entering new territories, starting with Brazil, where the company was prepared for the new regulatory framework from day one. This was followed by securing licences in Denmark, in response to new B2B supplier requirements, and most recently, Greece. "This year has been a lot about entering new markets," Niehusen said, also highlighting the company's successful entry into South Africa late last year.

He acknowledged the complexities involved, noting that even with extensive experience, "there's always some surprise around the corner when you enter a new market, you think you know it all, you've seen it all, but then there's this additional new process." He pointed out that lengthy certification and regulatory procedures can be a challenge, as "if you're ready by yourself, it doesn't mean that you can launch the next day."

Looking ahead to 2026, Niehusen revealed ambitious plans. "What I can say is there're going to be a lot more games we're producing," he said. This increased output will allow for greater flexibility in localisation and more diversification in their portfolio, including additions to popular game series. The expansion strategy continues, with the company actively targeting Switzerland, Bulgaria, and Argentina next. The ultimate goal, he confirmed, is clear: "We want to be available in all regulated markets constantly."

To manage this global presence, Niehusen explained that Booming Games focuses on simplifying the launch process for its international operators. The aim is to have games "globally ready and available all at the same date," avoiding the complexity of staggered releases and making life for their operators as easy as possible.