Iain Hutchison, Digitain: “We are differentiating ourselves by looking at gamification”

Shows & conferences - 21 October, 2025

During SBC Summit Lisbon 2025, Focus Gaming News sat down with Iain Hutchison, Chief Revenue Officer at Digitain, to discuss the company's rapid expansion and its strategy for standing out in the competitive B2B landscape.

Hutchison confirmed a successful year of growth, highlighted by the establishment of new offices in Malta and Romania. He explained this move is designed to “give us the kind of infrastructure and the resource to support our tier two and tier one clients in Europe.” With an employee count approaching 5,000, the company is also looking ahead, with Hutchison noting they have an “eye on the UK market as well,” having already secured approvals for Live Casino and Fast Games.

When asked about Digitain’s roadmap, Hutchison identified gamification as the key differentiator against legacy B2B providers. He pointed out that while the typical player journey is from sports to casino, Digitain is focused on creating innovative features to help operators migrate customers in the other direction. This is particularly valuable for casino-first operators or those in markets with strict advertising regulations.

Detailing the gamification strategy, Hutchison described a suite of tools designed to engage a younger, 20-30 year-old demographic. These include ‘Sport Jackpot’, a four-level jackpot seeded from bets; ‘Sport Tournament’, a free-to-play feature proven to convert users into paying customers; and ‘Bet Race’, a leaderboard solution. These are enhanced with social features like ‘Sport Chat’, which allows users to share bets.

In a highly competitive marketplace, Hutchison stated that Digitain’s significant scale is a major advantage. “Unlike some of the smaller competitors, we have a huge amount of resource, and we're able to deliver where other people just don't have the ability to,” he said. This resource is channelled into providing robust, 24/7 support and developing an intuitive, self-service platform that allows operators to manage promotional assets without needing to submit change requests.